Your website serves many functions. It generates traffic for your business, provides information related to you legal services, and builds relationships with your target audience.
But a website can’t be a “set it and forget it” approach to marketing your law firm. It’s an ongoing endeavor that increases your revenue, builds client loyalty, and positions you as an industry leader.
Learning how and why you need to manage your website over time will ultimately determine its success.
Why Your Law Firms Must Manage its Website
Ongoing website management is critical to its ability to support your business goals. Taking the steps to manage your website maximizes your return on investment and improves search engine rankings.
Search engines view website updates favorably, and law firms that publish new content on a regular basis achieve higher rankings than their competitors. Those who fail to update their content often see a drop in rankings and revenue.
Managing your website also improves its security, which protects your law firm and your site’s users.
Bug fixes should be addressed to prevent issues related to the loss of data or site hacks. By updating security patches, you protect your website from malware and other threats that impact its performance and the experience of its users.
By managing your website, your law firm stays current with the latest technologies and make it easy for users to access your content.
Strategic Website Management
Taking a strategic approach to website management ensures that you get the best results in the long run. User feedback is the first place to look when designing a website management strategy.
You can use testing methods to determine what elements are supporting your goals and which ones may be negatively impacting them.
There’s a variety of content management systems (CMS) that allow you to implement features that help you manage your website.
Your law firm can allow users to provide comments or ratings to your site’s content. This helps you identify the content that achieves a higher level of engagement and conversions for your legal practice.
You can also integrate applications into your website’s CMS to improve its performance and provide additional functionality for users.
How to Manage Your Website
There are many areas to consider when managing your website. Your site’s content, security, and performance are the essential components needed to market your law firm online.
You can develop strategies to publish and share new content, which drives traffic to your site each time you update it and builds more visibility for your brand. In addition, sharing content through various distribution channels maximizes that traffic.
Comments on your site’s content can be managed in order to ensure that you achieve the benefits it provides. Consider how your site will allow users to ask questions and share comments.
Comment approval and sign-in requirements are just a couple of ways that law firms can manage the feedback provided through their website content.
There are also third-party tools that make it easy to manage these comments or link users through their social media profiles.
What strategies have worked in managing your law firm’s website? Let us know in the comments below.
Building a website is only the first step in marketing your law firm online. A successful website must be managed over the long term in order to maximize its performance, increase visibility for your practice, and convert prospects into paying clients.