How to Turn Your Website Visitors Into Clients | StorySellers

Here at StorySellers, we love creating beautiful websites for attorneys—but aesthetics are only part of the equation. At the end of the day, it all comes down to results. We pride ourselves on creating websites that not only look great, but also generate leads and clients.

How do we do that? Let’s take a look inside the StorySellers process so you can apply it to your website project.

Step 1: Identify Your Goal

Almost every firm has the same general goal—more clients. But the path to a new client can vary depending on your specific area of law and how you run your firm, and that’s important to take into consideration when building your website. 

We work with attorneys to identify the number one action they want their website visitors to take. It could be scheduling a consultation, calling the office, or filling out a contact form. The goal is to guide potential clients to take the first step on the path to working with you.

Identifying your primary goal is crucial is because you can use it to guide you through the rest of your website project. Which leads us to the next step…

Step 2: Create A Strong User Experience

If we could share just one thing with you about getting results from your website, it would be this: 

Confusion kills results.
Clarity creates results. 

Your website should lead potential clients towards your primary goal without creating distractions along the way. We see a lot of cluttered websites out there, and all that “extra stuff” makes website visitors much less likely to take action. 

So how do we eliminate confusion and create clarity? We plan out your site map before we ever begin building. It’s important to know what pages will appear on your website and how those pages connect to each other. You want to create a flow and a clear client journey throughout the website.

Thanks to Step 1, we already know the destination (a.k.a. the primary goal). Now we just have to create a clear path to get to the destination. User experience is about making the journey as smooth as possible.

Step 3: Connect With Your Clients

At this point you’ve identified your goal and created your website structure. Now, it’s time to add compelling content that resonates with your dream clients. Step three focuses solely on the words used on your website, also known as copy. 

When potential clients visit your website, they’re looking for answers to a few important questions. 

Does this firm understand my problem?
Can they solve my problem?
Do I trust them? 

Ultimately, every business is in the business of solving problems, so it’s really important to show your potential clients that you’re the right solution for them. Great copy goes a long way towards connecting with your client and establishing yourself as a viable solution.

If writing isn’t your strong suit, this might seem like a daunting task. But just remember—it’s not about being a perfect, polished writer. It’s about deeply understanding your clients and their motivations. If you know your clients and your value, that will shine through in your writing. 

Here at StorySellers, we guide you through the copywriting process and provide you with resources to help you brainstorm, but you can use any method that gets the ideas flowing. As an alternative, we also offer custom copywriting services if you’d rather hand over the reins to someone else and focus on running your firm.

Step Four: Choose Your Visuals Wisely

Now we come to the final and most obvious step—visuals. Most novice website designers (and even many professionals) start with this step. But as you can see, it’s important to lay the foundation in Steps 1-3 first. Thoughtful website planning gives your visuals a lot more impact. 

The visual aspect of your website helps in two main ways:

Strengthening The Client Connection

Use your website copy from Step 3 to help you choose fonts, colors, and photos for your website. Ask yourself: what will compliment the message that you created in Step 3, and how can you communicate that message visually? When your words and your visuals work together, it creates a powerful, memorable impression.

Establishing Trust

As humans, we make judgments based on what we see every day. You want your website visitors to feel confident that you’re a legitimate, professional firm. A well-designed website goes a long way towards creating implicit trust between you and potential clients. 

When you create your website with intention, it becomes a powerful tool for your firm. Hopefully this look inside our process has inspired you to create a website that gives your visitors a top-notch experience from start to finish. When you do that, you’ll have a website that turns visitors into clients.

Need some help with your website project? Let’s talk about it! Click here to learn more about how we can work together.