While there’s plenty of content on how to redesign your legal site, there’s significantly less online that indicates when that redesign is needed. Check out what to look out for on your site to determine if your firm or company needs a site redesign.
Slow Load Time
Five seconds should be your rule of thumb. If it takes any longer, you’ve lost leads as they’ve already moved on. This is because many users might not only have a slow connection to begin with, but they could be navigating your page on a mobile. As such, considering not everyone is on a 4G LTE network, your page should be easy to load whether on a 2G or Google Fiber connection.
If you see traffic going down month after month, it’s a strong indicator that your site needs updating. A complete redesign may be a bit dramatic response, but a content update is the minimum your site will need to reel traffic back in. Not to mention fresh content can also improve to your search engine rankings. Blogging through your site offers an effective means to tackle the content issue, while also demonstrate to users that you are engaged in your site, while also reaping the SEO benefits that come with regularly updated content.
If customers or potential clients are struggling to reach a particular page on your site, you need to change up how users can navigate the site. However, it may be difficult to determine this since you can’t exactly approach a user who will potentially be on your site in the future. One good way to test your site navigation is by finding a page on the site yourself, hopefully a page that even you believe is tougher to navigate to. Then have someone (i.e. friend, family, etc.) who has not visited your site before, and see how long it takes them to get from your homepage to the page of interest. Compare their time to yours. Your goal is to bring their time as close to yours as possible through changes to navigation in your site. Of course, who you pick can make a difference as not everyone out there is familiar with navigating business sites. However, this process serves as a rule of thumb to establish a goal of where you want to be when it comes to navigating your site.
High Bounce Rate
Take advantage of sources such as Google Analytics to check empirics such as your traffic and bounce rate. A high bounce rate that only increases means that more and more people are coming to your home page and leaving immediately. This might be because of poor content, navigation, or overall design. Regardless, bounce rate serves as a strong indicator to a site on whether changes need to be made.
If your homepage isn’t connected to your firm or company’s Facebook, Twitter, LinkedIn pages or YouTube channel, it is highly likely that you will need to make adjustments to the site. With hundreds of millions to as much as a billion users on these social media platforms, you are letting go of valuable potential leads that you could capture at no cost to you. Not to mention these sites also offer the opportunity for client reviews, interaction between your site and potential clients, as well as new avenues to launch advertising and ppc campaigns. If you haven’t already taken advantage of social media, then you should do so immediately.
Jason McMinn is a partner at Alamo Injury Attorneys in San Antonio, Texas. He recently completed a redesign of his law firm’s website.
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