8 steps to a better law firm website

I'm currently working with a client on a website redesign, and I want to be able to provide guidance to the developers about where my client wants to be as far as look and feel, so I'm looking at law firm websites. Fortunately, Google offers a large preview of a site's home page when you hover over search results, so that makes it easier, but I'm noticing some not-so-good commonalities among many law firm sites.

It's time for a little tough love.

1) Law firm sites are overwhelmingly blue.
Why blue? It symbolizes trust, loyalty, wisdom, confidence, and intelligence. However, if all your competitors also have blue websites, isn't that a bit confusing for a prospect who is shopping for a new attorney? If you want to stand out, try another color. Almost anything will be better than blue to differentiate your firm. Don't settle for blending in with the pack. Your phone will ring when you make an impression.

2) Don't settle for poor content  
I'm seeing a lot of us, we, our... me, me, me... Unfortunately, nobody cares about you. They only care about what they can get from you. Whoever is writing the copy for these websites doesn't understand basic marketing principles. It's not about you, it's about your clients. Clients only care about how you can benefit them. For example, you're not selling wills, you're selling the peace of mind that one's family will be cared for if something really bad happens. If you want your website to bring in business, get over your ego and start using language that your prospects want to hear. If you can't step away and be objective about what your clients want and get, (your market position,) hire a marketer who can distinguish that on your behalf and is good at writing copy.

3) Over-used cliché images
Scales of justice, gavels, columns, law books, courtrooms, and conference rooms don't appeal to clients. Clients want to see themselves on your website. They want to know that the people you represent are just like them, so they will feel comfortable. Clients don't care about cliché legal images, so stop trying to impress them, and make your website relatable.

4) Beware of your own image on the home page
Again, get over yourself, and think about what your clients need. What will make them pick up the phone? Yes, you are likely your brand, but at this point, people need to know what they will get if they hire you. Your smiling mug is usually not enough to make the phone ring. Sorry to bruise your ego.

5) It's just too busy
Your home page doesn't have to contain everything you know about your area of practice. Think "less is more" here, and draw your visitors in. A home page that has a lot of text to read and lots to look at only confuses your visitors because they don't know what they are supposed to focus on. Remove their ambiguity by making a few key points that pull them into the site.

6) Stay away from art of your city's skyline
This idea was once fresh, but it's not anymore. Look at your competitors' sites. Chances are that at least a couple of them use this art. Don't be a me-too. Make your design original. Be distinctive.

7) Be wary of font errors
Basic design 101 dictates that no more than 3 complimentary fonts be used on a page, but don't go crazy here. Again, less is more.  Also, san serif fonts, like Ariel, are a lot easier to read online, so skip the serif fonts, like Times New Roman. They make a reader work harder, and the last thing you want to do is tire your prospective clients.

8) Don't ignore design consistency
Most websites have a home page look and an interior page look that remains consistent across all interior pages. Headlines and fonts should be carried consistently across all pages. Although your visitors may not necessarily notice a subtle shift in such things as style, size of a headline, or color of text, they will sense that something is off and feel uneasy. You want to foster a sense of confidence and trust in prospective clients, not unease. 

What other mistakes do you see law firms make with their websites?

 

- Christine Pilch

Comments

[Tracy Pierre]

I like tip number 6. It is better if we came up with something they haven't seen or experienced before. Another important factor to consider is to make sure that your website is very comprehensive so that people who will visit won't get confused and will understand all of the things that are featured and stated.

[Christine Pilch]

Thanks, Tracy. I agree that comprehensive information is important.