There have been surveys done around this question and they show 98 percent of people do online research even after getting a recommendation and that research includes checking out the attorney site.
As a matter of fact in 2024, competition among law firms who are competing for business online has never been more fierce. If your law firm advertises and markets your practice online, understanding why and how consumers choose to hire one law firm over another is critical.
Studies show that users form an opinion about a website within milliseconds. A study by Google found that users form a first impression of a website in as little as 50 milliseconds.
And the hero section, being the first thing users see, plays a crucial role in this initial impression.
Your hero image has milliseconds to convince someone that they’re in the right place and that their life would be happier, better, less stressful, and safer if they hired you as their attorney.
Your hero image should focus on the main keyword of the page, clarify the offer, enhance the flow, nod at your Call To Action (CTA), show your benefits, answer some questions, and paint a picture that puts your customer in the center of it, playing the part of the hero.
Because people see themselves as the main character, which means the lawyer has to position themselves as the guide and the problem the visitor is facing as the villain.
It needs to convey Empathy, Authority and connect with the client emotionally as it does it.
And while I’m not wanting to get into the SEO in this video the title tag for the page has to match the h1 tag that is used in the header.
Or at the very least you could have a header page for each service you provide that takes them step by step all the way to the forum as it collects their information.
The header tag could be
Arrested for Driving Drunk?
Search Your Zip Code for Help and have a forum for them to enter their zip code and then take them step by step through the process…
1.) Were you recently arrested for drunk driving? Yes or NO
2.) If yes Date of DUI/DWI Arrest (mm/dd/yyyy)
3.) Have you pleaded guilty to the charges against you? Yes, No, Don't know
4.) Are you currently represented by an attorney or public defender? Yes or No
And then do the same for all the other services...
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Drug Crimes
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Prostitution
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Sex Crimes
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Traffic Violations
These are your landing pages and each landing page has a list of questions and each question links back to the main landing page allowing you to flow link juice back to the main landing page for each question you ask.
All this is recorded in the database giving you leads on autopilot.