There are three elements to a website. There’s search engine optimization, conversion optimization, and then there’s design. The problem is that these three elements do not go hand in hand. What do I mean by that?
The Three Conflicting Elements Of Website Design
Let’s say you have a website that looks awesome. It’s got a big beautiful slider up top and all these cool designs, it’s artsy and everything. It’s not going to convert at all.
You’ll have to back off from some of those design elements to make sure that when someone goes to your website, they listen to the message and pay attention to what you’re trying to get them to do. That’s one part of it.
Now about those sliders. Have you ever been on a website where there’s the header and then the picture changes, it says something, it fades in, and then the words come in from the side, and then it changes again. Then, another picture comes in, and the words come in.
Those look great, and they’re captivating, especially when they have really good pictures. The problem is, and you can Google this, they are conversion killers because they just destroy conversion rates.
In that regard, you have to pay attention to those two elements: the conversion optimization side and then there’s also the design side. The third side is search engine optimization.
If you have a website that converts awesome and looks great, you might be missing some of the search engine optimization elements, which means that Google might not necessarily like it. If you’re running paid ads, it might not be that big of a deal.
That’s the challenge with websites. It’s like a triangle, and you’ve got to balance all three of these elements so that you’ve got a website that converts well, that converts people. If it shows up in Google and looks great, but it doesn’t inspire anybody to pick up the phone, then it’s useless.
If it looks great, but nobody can find it because it doesn’t have the elements that are necessary for Google, then you either need to run paid ads or do something else. Then, it’s useless again because nobody’s seeing it unless you’re paying for people to see it.
What If Your Website Doesn’t Convert?
If it looks great and Google loves it, this is the best option, to be honest with you. But what if it doesn’t convert as well or if it doesn’t convert at all, that’s a very big issue, too. It’s really important.
One of the most important things is the headline, above the fold. You want to make sure that you’re talking about the client and not yourself. I see all the time that lawyers are talking about super lawyers, have five million cases won, went to Harvard, etc.
Focus On What Your Clients Will Get
We found that it works a lot better when you say, “When you contact our law firm, here’s what you’ll get. Here’s what we do for you: we help you stay out of jail. We make sure that parents get as much time with their kids as possible.”
Of course, this comes down to knowing your clients. Whatever it is that your clients want, you want to make sure that that’s where your headline is. That’s why everything I do with my book, which is called “How to Get More Law Firm Clients Without Losing Time and Money or Getting Screwed by Marketing Companies.”
But, I use that statement everywhere because I know that lawyers want more clients and I know they’ve been screwed by marketing companies and don’t want that to happen again. They’ve lost time, money, and a lot of energy.
Everything I do focuses on that for lawyers. If you come here, what you’re going to get is you’re going to learn how to get more clients, and you’re going to do it while avoiding all these things that you don’t want. That’s very important.
If you could put that on top of your website and incorporate that into the actual design of your website, that would make a big difference. We did a thing recently for a pay per click landing page for a DUI attorney. What was cool is we added an entire section of what the process is like:
Once you retain us, we’ll immediately file a notice of appearance and a plea of not guilty. Then, we’ll meet with you and design a custom strategy for your defense. Then, we’ll file whatever it is for the DMV to make sure that they don’t take away your driver’s license.
The entire thing is talking about when you hire us, you’re going to get this, and you’re going to get this…it’s almost like a stack. If you ever listen to the Click Funnel’s Russel Brunson’s stuff, you’ve seen that.
We’re almost stacking the value there. It works well when you do that. If you can work that into the design of your website, that is very valuable, and I would recommend that.