Normally, consumers likely pay little attention to the badges businesses prominently display on their websites. Some customers like to see that a site is secure before entering payment information, but do you actually check to see if it is before entering your credit card information?
For law firms, however, potential clients know the importance of trust when choosing an attorney. Before committing to paying a retainer for an attorney to take on a case, a client wants to know that a lawyer can be relied upon to see the case through to its conclusion. Badges are a visually appealing way to offer that reassurance to anyone who visits.
But deciding what type of badges to display and locating those badges can be a chore. Here are a few things you should know about choosing and displaying badges on your website.
Types of Badges
When it comes to badges for your website, there are no set rules. You know your clientele better than anyone else and as you begin displaying badges, you’ll likely learn even more about what works and what doesn’t. Here are a few types of badges that may apply to your law firm’s website:
- Professional accreditations. Your attorneys and your firm likely have accreditations that relate to the work you do. Badges from the Better Business Bureau, the American Bar Association, or your state bar association can give prospective clients the confidence they need to choose you as an attorney.
- Awards. Publications often name top law firms, both on a national and local basis. Firms can benefit from displaying them on landing pages. We chose to put them in multiple locations on our homepage. These awards can display a great deal of trust and expertise to potential clients.
- Security. Often seen in the checkout area, these badges reassure customers making a purchase that their funds are safe. If your law firm allows its clients to pay online, make sure your payment area has a badge that certifies the payment processing method as secure.
- Social media. Perhaps the most common badges on a website today are the social media buttons that easily take visitors to your various social media platforms. This is an easy step that can drive traffic to your Facebook, Twitter, Google Plus, or LinkedIn page.
Where you put the badge is as important as having it in the first place. Many law firms choose to locate badges at the bottom of their landing page, above the contact information visitors usually seek. Some feature them more prominently and even dedicate a separate page to announcing their latest awards and accomplishments. If you choose this route, avoid including a date with the announcement unless you’ll be able to update it on a regular basis. If your last award was 2015, a news page of this type will only highlight to visitors that you haven’t been acknowledged in a while.
Before you can place badges on your site, you need to first have them. You likely already have accreditations in place that you can apply to your site. If your firm is Better Business Bureau accredited, you can get badges through your member page. Check with your local bar association for badges you can use to announce your membership with them. Also link to online review sites where clients have praised the work your firm does, such as Yelp or Google.
Award badges can be a little more complicated to achieve. Search for opportunities within your membership organizations to win recognition. You can also look for organizations that allow nominations, like the U.S. News & World Report’s Best Lawyers listing and Law Firm 500. While prestigious awards are impressive, even smaller awards can give potential clients the impression of a highly-respected law firm that has earned prestige within its industry. There’s no need to fill your page with dozens of badges. Even a few can help instill confidence in your website visitors.
Website badges may not be something you notice as you’re browsing the internet. But for a client considering investing in an attorney to handle their case, badges can elevate a business, giving visitors the confidence they need to schedule a consultation. While it may take time to earn awards and recognition, there are likely badges you can post for the credentials you and your associates have today.