Recent data is startling – websites are more important than ever, but few firms seem keen to capitalise on them.
38 per cent of users will leave a page if its layout or content is unattractive and 89 per cent of consumers will go to a competitor after a poor online experience with your website.
Meanwhile, PwC predicts that within three years, 75 per cent of professional service firm revenue will come from digital sources.
And yet, many firms refuse to embrace technology or enter the digital world with an effective website.
Whether this is a result of traditionalism or simply because many firms have not been exposed to quality websites from their competitors is unclear.
What is clear, however, is that a well-designed, user-friendly website can give your firm a significant advantage in a well-saturated market.
Our Senior Director, Jo Edwards says:
“A quality website is the sign of a quality firm. It’s the first thing that potential clients see – and they make their judgements quickly!
“If you run an accountancy or a solicitor’s firm and don’t have a well-designed website, you are seriously hindering your chances of success.”
First impressions matter
Jo’s claims about the quick judgements of potential clients are backed up by the data.
According to some studies, it takes just 50 milliseconds for users to form an opinion about your website.
This snap judgement determines whether they’ll stay or leave and subsequently whether to engage your services.
For professional firms, where trust and credibility are paramount, this first impression can be the difference between gaining a new client or losing them to your competitors.
Mobile responsiveness is key
Mobile devices are responsible for more sales than computers or tablets, so the quality of the mobile experience matters greatly.
With 61 per cent of users unlikely to return to a mobile site they had trouble accessing, and 40 per cent visiting a competitor’s site instead, having a mobile-responsive website is essential.
Considering that mobile devices are expected to comprise 63 per cent of global internet use, professional service firms must ensure their websites offer a seamless experience across all devices but cater to mobiles specifically.
If your website is old or poorly built, it may no longer be compatible with the newest phones and technology.
Contact our team for a web audit to find out how well your site functions.
Credibility through design
A staggering 75 per cent of consumers judge a company’s credibility based on its website design.
So, why scrimp on this aspect of your business?
For professional service firms, where trust is a cornerstone of client relationships, a poorly designed website can significantly undermine their perceived credibility and professionalism.
The importance of clear information and contact details
Once on a firm’s homepage, 86 per cent of visitors want to see information about the firm’s services.
64 per cent look for contact information and 52 per cent are interested in ‘about us’ information.
Professional service firms must provide clear, easily accessible information about their services, their team, and how potential clients can get in touch.
Many marketing agencies (including JE Consulting) now provide services that focus on navigational Search Engine Optimisation (SEO).
Converting visitors into clients
A website that is optimised for conversions typically includes clear and compelling Calls to Action (CTAs), intuitive navigation, and fast-loading pages.
Given that 39 per cent of people will stop engaging with a website if images won’t load or take too long, speed and efficiency are also paramount.
These elements, combined with high-quality content that resonates with the target audience, can significantly increase the likelihood of converting a casual visitor into a loyal client.
Furthermore, personalised experiences can play a crucial role.
Tailoring content and interactions to the specific needs and interests of visitors can enhance engagement and build trust, which is crucial in the professional services sector.
Implementing features like chatbots for instant queries, customised service offerings, or interactive tools to gauge service suitability can provide that extra edge needed to convert interest into concrete business relationships.
(Again, JE Consulting can help with all these things).
For professional service firms, a website should be more than just a digital brochure.
It should be a dynamic, user-friendly platform that not only showcases expertise but also facilitates the journey of a visitor becoming a client.
By focusing on mobile optimisation, fast loading times, engaging content, and personalised user experiences, firms can significantly enhance their online conversion rates, ultimately driving growth and success.
To learn more about web design, click here. Or, to start building the perfect website for your firm, get in touch with one of our team.
