First impressions are a big deal. And research demonstrates that a legal website’s Profile Page plays a major role in converting visitors into leads. That’s why it’s so important for your legal website to have a well-crafted Profile Page that goes beyond providing basic information.

Potential clients aren’t just searching for legal advice — they’re looking for someone they can trust to help them make it through a difficult time. So you’ll want to connect with visitors by addressing their concerns and establishing your authority in your field.

By clearly articulating your skill, experience, and the outcomes you’ve achieved for other clients, your Profile Page makes a strong case for why visitors should choose you instead of your competitors.

How Staff Photos Are Beneficial for Potential Clients

Visual elements play a significant role in making your lawyer Profile Page memorable and engaging. Having inviting staff photos on your website can significantly enhance the personal connection you make with visitors. Professional staff photos instill a sense of credibility, allowing potential clients to visualize the people who will be handling their important legal matters. Therefore, it’s highly advisable to seek the services of a professional photographer. Your digital marketing agency can take these staff photos for you or recommend a skilled photographer who’s close to your office.

Along with your staff photos, it’s helpful to provide a clear, concise biography for each team member. These bios should articulate the individual’s qualifications and experience in addition to highlighting their personal dedication to the legal profession.

The Importance of Telling Your Story to Potential Clients

Every element of your Profile Page plays a vital role in building credibility and driving conversions, and highlighting your experience is no exception. This is fundamental in establishing credibility with potential clients. It’s important to go beyond simply listing your services. Reviews, case studies, and testimonials from past clients provide real-world examples of your experience and client service.

Make sure the reviews you choose are specific and detailed, emphasizing aspects of your service that are important to your target audience. For example, a review that praises your responsiveness and empathy during a difficult family law case can resonate deeply with someone facing similar challenges.

Trust badges signifying memberships, legal directories, and industry awards are additional powerful tools for building trust and confidence. They serve as symbols of authority and professionalism, assuring visitors that you are recognized and accredited by reputable institutions.

Don’t forget to include any special training, certifications, publications, awards, and other distinctions that set you apart in your field. You’ll want to inform visitors if you have authored articles, spoken at conferences, or been recognized by your peers.

Social media can also extend the reach of your lawyer profile and create more opportunities for engagement. Linking your profile to your professional social media pages, such as Facebook, allows potential clients to see your active online presence.

Ways to Turn Profile Page Visitors Into Leads

Calls to action (CTAs) are the driving force behind converting profile visitors into leads. An effective CTA is clear and compelling, and it prompts the visitor to take a specific action. Whether it’s to “Schedule a Free Consultation” or “Get in Touch Today,” your CTA should stand out and provide visitors with an easy next step to take.

It’s also OK to have more than one CTA on your Profile Page. You can position CTAs above the fold for immediate visibility and throughout your profile for repeated encouragement to engage. Use contrasting colors on CTA buttons to make them clearly distinguishable.

Further, make sure your contact information is visible on your Profile Page. It should be easy for visitors to find your phone number, email address, and office location. You can display this information prominently at the top of your profile, using a footer, or within the Profile Page content.

A prominent submission form allows visitors to reach out directly through your Profile Page without having to send an email or make a phone call. These forms are most effective when they’re brief and straightforward, requesting only essential information like name, contact information, and a brief message.

Effective Digital Marketing Can Help Your Law Firm Grow

If your legal website isn’t driving enough conversions, talk to the experienced digital marketers at SLS Consulting, Inc., today. Our websites have a conversion rate of five to seven percent — a much higher percentage than the industry average of only two to three percent.

To learn more, call our office at (323) 894-0341 and schedule your FREE consultation.

In 1999, SLS Consulting, Inc. opened up its doors for business. Founder Susan Ziegler started the company with one goal in mind – to help small and medium-sized law firms level the playing field against larger national firms who were utilizing black-hat marketing strategies to secure clients. Having worked in the legal industry her entire adult life, starting as a receptionist and eventually working her way up to CFO of a national motorcycle firm, Susan left the confines of law firm life to set out on her mission.