There was a great article by Keith O’Keefe on Above the Law that I wanted to comment on.
According to the article, the homepage is no longer the gateway to the entire website. Instead, people are coming across content that meets their specific needs through social media or blog posts. People browse less these days and expect to find exactly what they want in a shorter amount of time.
For law firm websites, lawyer Linkedin websites, lawyer tweets and guest blog posts by firms and lawyers are serving as gateways to firm sites. The article emphasizes the importance of having a vast online presence, something that One400 has always advocated for.
One area that I would like to expand on is the use of landing pages. We find great success in creating landing pages for each service offered by our attorney clients. A landing page is a separate page that speaks exclusively about one service. For attorneys that choose to run paid campaigns (Google Adwords), consumers who click the ad will then be redirected to a landing page that speaks directly to the information they are seeking. This saves the consumers a significant amount of time and helps them focus on what they are looking for, instead of having to figure out which pages on the website contains the information they are seeking. We recommend that all attorneys use this directed landing page approach as a lead generation tactic.
I encourage you to read the entire article.