Building client trust in the virtual world is not easy task. If we are talking about building client trust, the first place of obvious focus is your law firm website. Julian Penna VP of Digital Marketing for Court Clerk says “elements such as content, website design, navigation, and level of interactivity among others are just some of the reasons why a client may or may not trust your law firm website”. Keeping that in mind, here is a list of the top 6 reasons why client perceptions might change anytime they visit your firms website.
Poor Design – Sure to top all lists, a website with a poor feel and look is the fastest way to put off of a potential client, much less build trust!
Unclear Navigation – 3 to 5 seconds is the most you are going to get says Google when it comes to visitor attention span. So if your website does not offer user friendly navigation, your potential client is going to move on to your competition.
You Only Get One Shot –Information overload is a common mistake that most law firms make. How easy or difficult is it for a client to look for what he/she wants in your myriad of information? Keep it simple, keep it sweet, and keep it short always.
Outdated Feel – The last thing you want is for your website to look like it was designed 10 years ago! Update your site design; regularly update your legal practice blog and social profiles with new and fresh content. Stay current on all aspects of your law firm.
Bad Copy – You cannot expect to capture client trust if your messages are unclear in any way or simply poor. Instead of leaving it to chance, it makes better professional sense to get a good copywriter to manage your content.
The Danger of Fabricated Testimonials or Case Studies – Testimonials and case studies are mandatory if you want to build client trust. If your testimonials don’t include specific detail, a positive endorsement, and an authentic name or face, there is every chance your testimonials are going to look fabricated. Include case studies so clients can see what you’ve done is past situations.
The Internet is continuously expanding when it comes to consumer choices. This obviously means that building client trust within the virtual world is going to be a challenge. The inclusion of a few trust elements or features within your law firm website however, can go a long way in ensuring client interest and your reputation.