How the fear of loss may help lawyers win new clients
Your legal website may be attracting a large number of views, but all the visitors in the world won't help your business prospects if you aren't converting those visitors into clients. Many lawyers may be preoccupied with attracting high visitor numbers; however, focusing purely on visits may arguably be a futile strategy because what's the point of attracting a large number of people to your website if they aren't providing your firm with business? It's a great question and we'll explore how your firm's website can potentially turn a visitor into a client.
Understandably, many lawyers will be more focused on the aesthetics of their website without taking a more holistic approach and developing a website that is geared towards conversion. In order to better your chances of conversion, it's worth having some insight into the psychological factors that drive consumers to take action.
One of the more common errors that lawyers make in terms of their website design, is showcasing their wares and emphasising their own social status without considering the same when it comes to potential clients, but guess what? The public are just as motivated by social status as well, and we'll explain how your legal website can harness that psychological motivator to win new business.
Using fear as motivation
The fear of losing social standing is a powerful incentive for people to take action with one study suggesting that negative social experiences and signals can be more powerful than positive ones.
Take a moment to think about how much of a person's social standing is tied with their position or finances, and how a loss of both, may affect a person's behaviour. So how can the fear of losing social status affect a potential client's decision making? Let's use a hypothetical website of a lawyer who deals in the area of criminal law. If the website emphasises how a conviction may damage the person's future earnings and employment prospects, such an approach may be a more effective message than one which suggests that a lawyer will 'fight for your rights'. Another common refrain for many lawyers is how the 'best defence is an experienced legal practitioner with a proven track record of defending clients'. While there is nothing inherently wrong with the statement, as a message that resonates with a potential client, it may be less effective than focusing on the fear of potential loss.
Focusing on the loss of social status is quite often overlooked when it comes to developing a website, however, it can be an extremely important motivator for potential clients to take action and contact your firm and increase your chances of conversion.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.