It's all about the firm
Awards, history and headshots come first. The visitor's problem comes last, if at all.
LEGAL WEBSITE DESIGN
Your Website Has One Job: Make the Phone Ring
Every ad, search result, social post and referral sends people to your website. If it doesn't turn visitors into calls, you're losing money. Eric Bersano helps attorneys see their website the way potential clients do.
Why conversion matters more than ever
Conversion rate optimization (CRO) is the work of turning more of your website's visitors into calls, texts and consultations. As the cost of every click, lead and ad keeps climbing, it has never mattered more. Doubling your conversion rate does the same thing as doubling your traffic, without spending another dollar on ads.
Most law firm websites lose people in the first few seconds. They talk about the firm instead of the client, they bury the phone number, and they ignore the one tool that moves people to act: video. I help firms find where their website is losing potential clients and what to fix first.
WHERE FIRMS GO WRONG
Why most law firm websites lose clients
The messaging misses
If a visitor can't tell in seconds that you solve their problem, they go back to Google and call someone else.
Video is missing or misused
No video at all, or a generic firm promo buried at the bottom of the page where no one sees it.
Hard to take the next step
Slow pages, buried phone numbers and long forms lose people at the moment they're ready to act.
Video is the most underused tool on law firm websites
Most firms either don't use video or use it poorly. A well-placed, well-made video does more than anything else on your website to get a visitor to pick up the phone.
The right video is short. It features a real attorney speaking directly to the person watching, about the problem they came for. It sits where visitors will see it, not at the bottom of a page. Done right, a potential client feels like they've already met you before they call.
WHAT ERIC EVALUATES
What a high-converting law firm website does
Speaks to the client first
Opens with the visitor's problem and the outcome they want, not the firm's history.
Promises help right away
Makes it clear in seconds that you handle their situation and can help now.
Puts video to work
Short attorney videos placed where visitors decide whether to call.
Makes contact effortless
Tap-to-call, short forms and text options on every page, especially on phones.
Loads fast on mobile
Most visitors are on a phone. Every second of loading costs you people who were ready to call.
Measures conversions
Calls, forms and texts tracked so you know your conversion rate and can improve it.
HOW ERIC HELPS
See your website the way your clients do
A direct conversation
We talk through your practice areas, the clients you want and how your website fits your marketing.
An honest review
I look at your messaging, video, mobile experience and contact paths, and show you where visitors are slipping away.
The right specialists
If you need help, I can introduce you to vetted website, video and conversion specialists.
FAQ
Law firm website questions
Does Eric build websites or videos?
No. Eric is a consultant, not an agency. He helps firms evaluate their website, messaging and video, and he can introduce vetted designers, developers and video producers when a firm needs one.
What is conversion rate optimization?
It's improving the share of website visitors who call, text or fill out a form. Small improvements add up quickly, because they make every marketing dollar you already spend work harder.
Where should video go on a law firm website?
Where visitors decide whether to call: near the top of your home page and your most important practice area pages. Keep it short, put a real attorney on camera and speak to the visitor's problem. Never autoplay with sound.
Shouldn't our website highlight our firm's accomplishments?
Yes, as proof, after you've shown the visitor you understand their problem. Results and credentials persuade people once they believe you can help them specifically.
Will a new website hurt our Google rankings?
It can if pages are removed or URLs change without redirects. A redesign should protect the pages and links that already earn you traffic.
Who should own our website?
You should. Make sure you own your domain, your site and your content, so you can change vendors without starting over.
WORK WITH ERIC
Find out where your website is losing clients
Tell Eric about your firm and your website, or invite him to present to your bar association.