As websites became a business requirement, everyone launched them. Of course, not all websites are created equal. Some law firm websites are studies in elegance, while other are garish monstrosities.
Creating a law firm website that stands out doesn’t mean reinventing the wheel. It has less to do with innovation, than implementation of good design and content practices.
Here are some ways to develop a website that stands out for the right reasons.
Simplicity Is Key
For the most part, people don’t like complicated websites.
Some of it has to do with user expectations. Some of it is the way human beings process visual information. The big picture point is visitors are more likely to leave a website they find frustrating.
A well-designed website makes finding important information all but effortless. Contact information is one of the most important pieces of information a visitor will look for on the site. It should appear prominently on the home page or a very obvious navigation button should lead to it.
Every website needs content, but sites need contextual content even more.
Imagine an environmental lawyer with a professional website that only talks about modern art. The contextual irrelevance of the content becomes off-putting because it violates site visitors’ expectations.
Now imagine a website for a drug defense lawyer with a blog that talks about changes in drug laws and analyzes recent drug cases. This site will instill confidence in visitors because it meets expectations with contextual content.
Text and pictures will always have a role to play on websites, but video is increasingly becoming the medium of choice for online content. Videos tend to enjoy higher engagement and more shares to social media.
Video offers a simple way for law firms to connect with potential clients. For a firm with a sense of humor, the videos might be infotainment that explains basic legal concepts. A firm with a long history might opt to tell the firm’s story.
Video testimonials help to lend credibility to a firm by serving as a kind of social proof of competence.
Responsive design is generally something that website designers and programmers need to worry about, but website owners should know about. It’s a method of website design that lets websites adapt to fit the size of the screen. Responsive design ensures the website remains functional whether it’s viewed on a desktop computer or a smartphone.
With more people using tablets and smartphones, responsive design is becoming a necessity. Many WordPress templates use responsive design, which can simplify the issue for time-strapped law firms.
Calls to Action
It’s easy to assume that if a person needs a lawyer and goes to law firm’s website that the person will call. That assumption is often wrong. A basic call to action, such as call now for a free consultation, can tip a person from riding the fence to making the call.
A shocking number of business websites include no calls to action whatsoever. Calls to action should be sprinkled throughout the website to encourage site visitors to contact the firm. Simply including calls to action can set a firm apart.
Creating a law firm website that stands out isn’t a mysterious process. Good design practices at the visual and code level, contextual content that includes video, and calls to action form the heart of a stellar site.
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