Win More Business With An Attorney Bio Microsite
June 29, 2018
How Do You Keep A Prospective Client Interested in Your Web Content?
Much has been written about how you, a small law firm practitioner, can use SEO to attract prospective clients to your website, but once you get them there, how do you keep them interested enough to contact you? Yes, good content is the primary means of doing this, but this is not always enough. Additionally, unless someone knows your website address, they most often will find you via a Google search, usually landing not on your homepage but some other deep-content page on your site. While this reflects the even greater ways you have of attracting visitors, it also presents the problem of how to keep them there and interested in you. This may seem a simple affair of your visitor just clicking on your menu, but consider the following statistics from HubSpot:
- 10% of people don't scroll through your article at all
- Most visitors only get through 60% of an article
With news like this, you want every tool in your arsenal to entice your reader to learn more about you no matter how far they may have gotten through your content. An Attorney Bio Microsite - and the greater idea behind it of "interrelating your content" - can do just that.
Just What Is An Attorney Bio Microsite?
In short, an Attorney Bio Microsite pulls content from your other site pages and places it onto your Bio page. This allows for a contextual display of your content, essentially relating that content with your bio. Here is an example of an Attorney Bio Microsite from our AttyHub demo site:
Here, the usual bio elements, such as photo, contact info, social media links and the bio, itself, are displayed, but you'll also notice tabs that link to other content associated with this attorney. When one of these is clicked on, that particular content is displayed - but in context with much of the same bio elements still present. For instance, if the Blog tab were selected, the following would be shown:
The page looks fundamentally the same, but now includes a list of this particular attorney's blogs. The effect of this may seem subtle, but it is powerful when you consider that once a person has read your bio, they are faced with the prospect of where to go next, which many times can include leaving your site completely. If you make it easy for them to learn more about you, such as providing the mini navigation menu of the bio microsite, they are given the opportunity to view your other content while having your pertinent information still present.
Keeping That Visitor On Your Site
But how does this answer the problem we first presented: keeping a reader on your site and interested in you when they have landed on a deep-content page, such as your blog. The example below, again from our demo AttyHub site, shows a blog entry.
What sets this apart from the average blog you most often see is the abridged bio - with the attendant photo and other pertinent attorney information - right at the very top of the blog. Even if a visitor were to be one of the 10% who do not even bother to read the article, they are still presented with a chance to learn about you.
It is good to remember what first attracted a visitor to your site was the information they searched for on Google - and that information is what was important to them. In other words, they have landed on your site because of the content you have provided; not necessarily because of you. By interrelating this content with your bio, however, you have directed their interest to you - and increased your chances of keeping them on your site and learning more about you. And the more they know about you, the more they are inclined to trust you enough to contact you.
It is this interrelating of your content that defines the attorney bio microsite and increases your chance to win more business by converting your visitor to a prospective client.
Have additional questions? Contact us. No pressure - we’re happy to help!
~Your Friendly AttyHub Team