Unique Value Proposition (UVP) and Your Website Designing

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1 Law Firm Marketing Checklist By Alan Weiss, aussiedivorce.com.au criminallegal.com.au

2 t h e r e a r e o v e r 4 0, s e a r c h e s o n G o o g l e e v e r y s e c o n d. I t t a k e s 5 s e c o n d s t o l o s e a p r o s p e c t i v e c l i e n t

3 UNIQUE VALUE PROPOSITION (UVP) CHECKLIST Your Unique Value Proposition must be extremely clear to visitors when they land on your website. If visitors don t get your UVP within 5 seconds, they are highly likely to wander off to a competitor s website. Make sure that it s obvious to visitors who your target market is. Your job is to solve problems so offer industry related advice on your website. Don t only focus on the products and services that you offer. Potential customers want to know that you can help them. Try to offer benefits that are unique to your firm. Research what you competitors are offering and try to offer something different. Offer many different proof elements on your website to instil confidence in potential customers. Make sure that the next steps are clear to your visitors and that they are in line with your UVP.

4 MARKETING FUNNEL CHECKLIST Make sure you website has a capture page so that your leads give you their names and addresses. Offer some kind of value to entice leads to leave their contact details. Make it easy for visitors to opt in to your list. Website browsers need to see your message a number of times before they take any kind of action. I suggest that you send a minimum of 7 follow up s via an autoresponder. Ensure that your contact us page is easily accessible and that navigation from page to page is also easy. Let your prospects know what to expect once they have decided to contact you. Give customers some kind of value for contacting you. This could be in the form of a free 30 minute consultation. Use a CRM (Customer Relationship Management) system to manage your leads effectively.

5 FIRST IMPRESSIONS CHECKLIST A visitor should be able to find out what you offer within 5 seconds of landing on your homepage. If he or she cannot, they are sure to move onto the next website. Have a simple and uncomplicated design. Website visitors have little tolerance for website designs that are too complicated and too busy. Your proof elements and most obvious benefits should be above the fold. You should have a tagline or logo in a persistent banner.

6 CONVERSION KILLERS TO AVOID CHECKLIST Stay away from the following conversion killers: Avoid irrelevant images as they do not increase conversion at all. Don t have too many prominent social media links on your site Hyperlinks must be distinguishable from standard text otherwise visitors will miss out on vital information. Avoid Parallax themes as visitors find this annoying. This is where content does not scroll normally, but rather seems to slide over the background. Never use low contrast colour schemes for text. Avoid banner blindness by not using flashing page and auto scrolling elements. Avoid excessive images on backgrounds as they make it rather difficult to read the text. Stay away from carousels (otherwise known as slideshows) particularly on your home page.

7 CONVERSION PAGE STRUCTURE CHECKLIST Ensure that you have a consultation offer on your thankyou page. Landing pages and service pages should show benefits in the headline. Use captions to highlight the value of key images. Insert a CTA ( Call To Action) at the bottom of your pages. Test removing the menu bar. Use numbered points, bullet points and subheadings to break up the text on your pages. It makes reading the information much easier for your prospective clients. Content should be focussed on incoming visitors. Your pages should indicate the next steps clearly instead of a bunch of disconnected offers. Remove big footers with multiple links. Remove irrelevant offers and sidebars from your page.

8 COPYWRITING TYPOGRAPHY CHECKLIST Make sure your call to action (CTA) is clear for prospective clients. Read all the text out loud to yourself and fix the parts where it does not flow. Use the AIDA flow system: Attention-Interest-Desire-Action. Your text should contain the word you much more than I/we Benefits of using your company should be very obvious to your readers. TYPOGRAPHY Fonts should contrast the background so that readers can easily read what you have to say. Hyperlinks must be easily seen as hyperlinks and not just text. Use italics and bold to alert your readers to important sections of the text. Fonts should be large enough to be legible to your audience.

9 FORMS RESPONSIVENESS CHECKLIST Make sure that your thank you pages acknowledge submissions and confirm what the next steps are. Check that you have a privacy policy. Your form should have a benefit driven action button. Have sufficient fields to gather all the necessary information and not information that is of no value to you. Forms should have relevant sub headlines and headlines that offer value to visitors. RESPONSIVENESS Make sure that your website is mobile friendly. Your options and offers should be able to be used on a mobile. Make sure that your website looks good when viewed on a tablet or mobile phone

10 Contact Alan Weiss on Alan Weiss aussiedivorce.com.au criminallegal.com.au