How long do users typically stay on web pages? Unfortunately, the answer is typically “not long.” You may be getting plenty of traffic through SEO, advertising, and other marketing efforts, but are those visitors sticking around? Once a visitor lands on your website, you want them to be engaged long enough to learn about your firm and then reach out to you.
Not only is it easier to sell your services the longer the visitor is on your site, but the average time on your website plays a big part in how you show up in search engines. Google ranks sites higher the longer people stay on your website.
Below we offer seven types of content that can keep visitors on your site longer:
Don’t underestimate the power of video to engage and educate. Videos can be especially effective in explaining complicated legal matters that your visitors don’t fully understand. Studies show that videos are processed by the brain 60,000 times faster than text. For example LegalMann.com has an extensive video library on a wide range of criminal law topics. Visitors can easily watch a video in a few minutes, and then know what to expect moving forward in their legal matter.
Long-form pages are in-depth, multimedia-rich pages that educate at a high level. They can include videos, photos, infographics, and interactive maps. They typically have 1,000-plus words of content. However, it’s not just about the length of the page. It’s about providing value. For example, the award-winning Homeless Veterans in Michigan page is focused on helping veterans who are addressing disabilities such as medical, mental and substance abuse-related issues, as well as connecting volunteers and donors to outreach organizations. This is important information for veterans in Michigan and worthy of a long-form content page.
Out of all of the types of content discussed in this post, interactive maps encourage the most exploration. They have a depth of information and that can be very powerful. Visitors can overlay multiple types of data to compare and contrast, and travel forward and backward in time to get detailed historical information.
As an example, view the Map of Fatal Crashes we created for HerrmanAndHerrman.com to visualize the trends in Texas crashes from year to year. It can also filter results by alcohol involvement, drug involvement, distracted driving, road rage, and reckless and careless driving. This is a powerful use of interactive maps. By diving into the data displayed on the map, you can get a clear picture of problem areas.
Infographics take many shapes and sizes, but they are usually a combination of design, writing and statistical information. For example, in this talcum powder infographic, the history and science linking talcum powder and ovarian cancer is displayed in a visual way, making the information rich and visually engaging. The content is broken down into visual chunks and is more digestible than a traditional article or blog post. Think about creating an infographic when a piece of content has a lot of statistical and data-driven information.
Adding an interactive timeline to your website adds an extra level of depth, showing chronological milestones and important events, and it can keep visitors engaged longer. The History of Joye Law Firm timeline is a great example of a piece of content that could have easily been a bulleted list, but is now interactive, playful, and much more interesting to view.
It may seem like a no brainer. However, one of the best habits to get into when creating content for your website is to create internal links. Internal links help visitors find related information they may be looking for, which reduces bounce rates and increases page views. Internal linking helps users and it helps SEO. What could be better?
Adding live a chat service to your site allows visitors to chat with your firm in real time to ask questions, get advice, and gain trust during their visit. More than anything, live chat offers convenience and speed. Visitors won’t need to find your contact page or transition to their phone to make a call.. Live chat should be available on every page, keeping more people on your website. You can read more about the benefits of live chat on our post, “Top 4 Benefits Live Chat Provides To Law Firms.”
Try testing some of the above content ideas on your site and see if your visitors become more engaged and stick around longer.