Creating a better online experience for users is a critical part of improving search rankings, branding, and marketing results.
Hidden elements that appear when users take a certain action can improve the user experience (UX) of your site and provide additional value to your users.
The following will help you understand how these features can be used for better marketing results and improved performance of your law firm’s website.
Why Use Content-on-Demand Features
Providing features when users take certain actions creates an incentive to take those actions. These features come in many forms and can be delivered across various phases of the sales process.
Digital products such as ebooks, white papers, or case studies give users solutions for their most important pain points. You can provide exclusive access to on-site content or live chat features that enhance your lead generation efforts.
Opt-in forms and calls-to-action give users the chance to access hidden elements within your website. Features are made available when users provide important information.
When utilizing forms that request personal information, these content-on-demand features may compel users to provide that information when they know that they’ll receive unique and valuable content in return.
But law firms and their web development teams need to understand how to use these and other features effectively in order to get the greatest return on their investment.
Using Hidden Content Elements for Best Results
Law firms must consider what content should remain hidden until users take certain actions. Some content should be provided outright in order to give users enough information to drive them further into your sales process.
You must align the content they use with the various stages of their sales process. Mapping out the user’s journey through your content helps you identify what content to use and at what points in that process they should be presented.
Consider the willingness and motivation of users to proceed to the next stage at each point along the journey.
Law firms using content-on-demand features must also provide enough valuable content to visitors before requiring them to take certain actions.
This demonstrates your expertise and compels users to access hidden content once they’ve developed trust in your organization.
What Law Firms Need to Consider Before Using Content-on-Demand Features
Hidden elements may impact your search engine optimization (SEO) efforts. Content that can’t be discovered may result in those pages may rank lower in the search results pages.
You can increase the visibility of hidden content elements through the use of landing pages that give users the information they need to take action.
Keep forms concise and only ask for information that’s in line with the needs of the user. Asking for too much may turn off users and cause them to move on without accessing your hidden content.
It’s also important to be careful when hiding blog posts and other content that helps you develop credibility and trust among your audience.
These elements may be a good source of traffic, so keeping them hidden may negatively impact your marketing plan.
If you ask users to take action too early in the sales process, they may not have developed the trust needed before choosing to access hidden content.
What strategies have you used to leverage hidden elements in your website’s design? How have you been able to increase engagement, conversions, and other important metrics through this process? Let us know in the comments below.
Understanding your sales process and the needs of users at different points along that process is critical to using content-on-demand features effectively in your website’s design.