Four Ways to Design Your Law Firm’s Website Around Your Brand
You’re an attorney. You don’t sell cars or clothes or Coca-Cola — you provide a useful, needed service. Why should you worry about your brand?
The word “brand” may make you think about projecting a flashy logo. However, a brand is about how you engage with potential clients and the feelings and responses it elicits. Did they contact your firm? Would they refer you to a friend? That being said, it’s pretty clear that your firm’s brand should be a top priority.
And with more and more potential clients consulting the Internet to find an attorney, it’s essential that your website is a primary focus for engagement. It’s where many prospective clients go to learn about a law firm — and where they decide to contact one.
So your site needs to convey the right message. And that message is best conveyed through its design. Yes, that means you should have a good-looking site. You shouldn’t just throw something on the Internet — a sloppy website will make your firm appear unreliable.
But what does that mean for a law firm? You don’t need a dazzling design — quite the contrary. Here are four approaches to keep in mind:
- Keep it simple. Your website should have a clean design. It should feature a site navigation system that will help visitors quickly find the information about you and your practice. The pages should have easy-to-interpret names (“Practice Areas,” “Contact Us,” etc.).
- Be direct and concise. Keep the text on the page short, while still saying what you need to say about your practice. Visitors don’t want to read a lot of words. In fact, a lot of text will likely drive them away.
- Address the potential client. It can never be said enough: Your website really isn’t for you and your firm. It’s for your clients. Don’t spend much time and space on your degrees, cases, awards, etc. Instead, talk about what a client would want to discuss. Potential clients are very likely dealing with a stressful situation – injuries, divorces, bankruptcies, etc. Your site should convey a sense that you’re aware of what they might be going through and how you can help.
- Make your website mobile-friendly. More and more people are using their smartphones and tablets to search the Internet. So be sure that your website is designed to load smoothly on smaller, mobile screens as well as on larger, “stationary” ones.
Here’s what having a brand comes down to: convincing a potential client that working with your firm is a smart decision. Your website can help by communicating trustworthiness, authority and engagement. It should show that you know what you’re doing and that you’re ready to help. Do that, and you’ll do a lot to differentiate yourself from the competition.
If you would like to learn more about how FindLaw’s legal marketing solutions can help your firm, contact us for a free consultation.
Be sure to download the FindLaw white paper on properly designing your firm’s website, Why Most Law Firm Websites are Designed to Fail: Logic, Emotion and Today’s Legal Consumer.