It’s not you, it’s your website! The first impression is still the best bellwether of booking, and even the most wonderful lawyers face problems retaining interest online because of their websites.
If you want to keep your hard-earned traffic, you need to avoid these 10 common mistakes that make people leave your site and go to a competitor. The good news is that you can fix some of these pretty quickly, or even more quickly if you use a pre-built template site.
This article explains 10 reasons why people are leaving your law firm website, from load speed to annoying pop-ups—and what to do instead.
#1 – It takes too long to load
If your site takes too long to load, visitors will leave.
- Even a one-second delay can drop satisfaction by 16%.
- 47% of people expect a site to load in two seconds or less.
- 40% of people will bail if it takes over three seconds to load.
Speed up your site by compressing images and using caching.
#2 – It stinks on mobile
A majority of traffic to most legal sites comes from mobile users, so a site that’s hard to use on a phone or tablet will push people away.
Plus, Google penalizes sites that don’t work well on mobile thanks to a 2015 algorithm update. Your organic search will suffer if you’re not optimizing the mobile experience for visitors.
#3 – Legal cheese (stereotypical images)
At best, stock images like gavels and handshakes can feel fake and impersonal. At worst, generic images can be inauthentic and offensive.
Use realistic and authentic photos of your team, office or clients to build trust with your online visitors. These images help you stand out from your competitors, too. Every second of your visitor’s attention matters, so say something valuable with your imagery.
#4 – Copy that is difficult to digest
When they can’t understand it, they’ll click away. Legal jargon and keyword stuffing are guaranteed to overwhelm people.
Your visitors want clear, easy-to-read info that answers their questions fast. Use simple, straightforward language to show that your firm is trustworthy and professional. Don’t dumb it down, but don’t make it a performance. Keep headlines honest and concise—no clickbait.
#5 – Videos that autoplay
Videos that play automatically, especially with sound, can frustrate visitors and drive them away.
Even social platforms like Facebook start videos muted! Follow this example.
Give people the choice to play content and keep the sound off by default. It’s best to empower your visitors with choices so they feel confident and respected. If your multimedia content thumbnail is enticing enough, they’ll click.
#6 – Imposing interstitials
Pop-ups are like poison darts. They can immediately deflate a positive impression.
If you must use them, be sparing. Try smart CTAs that adapt to user behavior. Test what works and only keep pop-ups that add value. Avoid quirky or dismissive language in the “no” option.
We like slide-in banners as an alternative to pop-ups—they’re less disruptive and still get attention.
#7 – It’s not accessible
If potential clients with disabilities can’t use your site, well, that’s bad for business.
An accessible site works with screen readers, uses high-contrast colors, and includes alt text. It’s easiest to design an accessible site from scratch. Overlays don’t work and retrofits are more costly.
Accessibility is non-negotiable—so fix issues now to avoid losing clients and possible legal trouble.
#8 – Bad navigation
The Internet is chaotic enough! Give your online visitors clear instructions so they can make fast, confident choices about where to click next.
Simple, clear, direct language is the best way to help them navigate. People are far too busy to figure out what you want from them. Tell them their options and use design to help differentiate them.
What can they do? Subscribe, book a consultation, watch a video or something else?
#9 – You’re not answering their questions
People want to know who you are and what you offer right away. If your firm’s site does not make this clear immediately, they may leave.
For some firms, this is something of a branding issue or an experience issue. You might be a new firm and you don’t quite know who you are yet.
Try aligning your content with common search terms. Get to know the user intent and your key demographics. This is how you make visitors feel seen as soon as they land. People should quickly know they’re in the right place when they land on your page.
#10 – It’s clearly outdated
Old-fashioned is for doughnuts, not websites.
Keep your design fresh and update your content regularly. This isn’t about following trends or wasting money on endless rebrands.
Relevance is the key to revenue. When your site appears current and modern, you build trust and keep visitors on your site.
Review and next steps
Turnkey-ready websites with OneFirst Legal can help to avoid these problems, like load speed and mobile responsiveness.
Using a pre-built layout site means you can customize it with your branding. You benefit from aesthetic designs and tested navigational tools, all at a fraction of the cost of a fully custom site.
Considering a new website for your firm? Get started and find out what’s possible when you skip over the boring mistakes your competitors are making.
