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The Friday Five

5 Ways to Prepare Your Website for a Future Surge in Business

By Karin Conroy

Are you ready to handle an onslaught of new business? Five tips from Karin Conroy for upgrading your website strategy.

As America slowly began to reopen in stages this summer, consumer business began to tick up. Of course, there is much uncertainty as we head into the winter months, and a way to go before people feel comfortable returning to some version of normalcy. Once that happens, though, you can expect to see a spike in demand for legal representation. After all, many consumers have put off non-urgent legal needs during the pandemic months.

How will your firm prepare for this future surge in business?

Your Website Strategy Is a Good Place to Start

Keep in mind that the idea of “normal” has likely changed forever in some regards. Even once COVID-19 begins to recede, basic safety measures will likely remain, along with remote work in some form. Firms that will find the greatest future success are those that are able to provide the best service to clients who will be relying more on the internet and technology.

Knowing this, is your website ready to compete with other firms in your area? Here are five issues to consider.

1. Have a Strong, Clear Primary Message

In the age of COVID-19, it’s even more important for law firms to have a strong, central message about their firm’s mission and how they serve their customers. This message should include not just the value you offer your clients in a standard legal situation, but how you are poised to provide high-quality legal services in a safe and efficient way despite the challenges posed by the virus.

2. Showcase Your Ability to Pivot

It is likely your law firm has had to change some aspect of its operations to accommodate both staff and clients who are at greater risk of virus exposure, or who might be anxious about coming to shared meeting spaces. Perhaps you have added technology such as videoconferencing, client portals or secure messaging to make your services more convenient and accessible. Maybe you have new protocols for new client consultations or are offering drive-through contract signings. Whatever you’re doing, make sure you share the information on your website. You want potential clients to see the extra steps you’re taking to ensure their safety.

3. Adjust Your Design

It’s always good to periodically review your website design and see if you can adjust anything to improve results. For example, it’s especially important that your design prominently features a spot for COVID-19 updates and messaging. The way a firm operates during the COVID-19 pandemic will be a primary issue for a significant portion of potential clients, so you should adjust your layout to make this information as easy as possible to find.

4. Keep Your Content Fresh

Visitors might be forgiven for wondering if you are open for business if your content was obviously written pre-pandemic. Your website strategy should include a periodic review of your site’s pages. Update content that no longer applies and if attorneys’ hours or communications methods have changed, add the new information to their bio. Create an FAQ sheet that outlines your safety measures. Keep your blog fresh and authentic by writing about common issues clients are facing during this time and sharing community information and resources. Be sure to update your social media accounts as well.

5. Automate It

To make the most of the potential onslaught, you might want to upgrade those first interactions with site visitors — beyond the contact form. The technologies available to automate the lead generation and client intake process keep getting better. This might be the right time to test them out.

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Karin Conroy Creative Karin Conroy

Karin Conroy is the founder and Creative Director of Conroy Creative Counsel, an award-winning leader that has cracked the code of smart, sophisticated and strategic websites for law firms. Karin uses proven systems that result in more reach and revenue through strategic branding and positioning. Follow Karin on LinkedIn and @karinconroy.

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