Finding the right place for success in this digitally connected world requires having a firm online footing. For law firms that want to stand out from the rest, it is vital for them to have a website. However, the current state of affairs is somewhat wanting. Many firms do not have an online site, and the few that do have, their websites are a poor reflection of the services offered and level of professionalism of the law firms.
A great website will do much of the heavy lifting regarding marketing and brand awareness; it will do this round the clock working 24/7.
Given the growing number of online users, today’s referrals will not be quick to contact you because they got firsthand information about your law firm from a trusted source. Most will go online to check out the company’s website and research aspects of their legal issues before reaching out and scheduling a meeting for further advice or to hire.
Regarding website creation, these are some of the issues faced:
- The content and pages should be an embodiment of what the firm has to offer yet not entirely about the firm. In as much as stating what fields of law you are good at, keep self-congratulatory to a minimal and focus on your audience’s needs and expectations.
- The current and potential new clients should be able to navigate through the pages to assess what is on the sites to determine if you as the lawyer or the firm are the best choice. But this is best done not only by telling them but showing them, giving them every convincing reason to hire your services.
- Give relevant content that details or demonstrates your experiences and professional expertise in a particular field of law. Avoid meaningless texts, give short descriptions and list down what you have to offer.
Overall, the website development process should be done based on the reader’s perspective. When striving to work along such lines, the following issues should also be considered:
- Shocking Photo Selection (Or No Photos)
Your close friend may continuously praise that summer photo taken when you were out hunting with a beer in hand and a shotgun in the other. But as great as the picture may be, it will never bring out that professional image that says you are an accomplished attorney who is part of a leading law firm.
In short, the photos on the website should be in line with the firm’s professional image. Look at this law site – Lamber Goodnow – it’s a well laid out site with a content heavy focus. It’s one a lot of other law sites could take heed of.
For starters, a plant background is an ideal option as opposed to using one with law books. The latter never displays knowledge or experience in law. It only makes the photo look too busy.
As for the mug shot, you should a face directly into the camera lens with your eyes open while putting on a light smile (showing some teeth is also okay). Beauty is not the objective; the goal is to let clients put a face to the name. Keep in mind that you should strive to come across as a professional with the capacity to solve legal problems. Someone the viewers will feel is trustworthy at first glance. That is the image to project.
Also, the firm’s should have photographs of every lawyer under its stable. Opting not to put these pictures because some individuals do not have picture-perfect mag shots is disadvantages. Remember this is not about looks, it is about the clients who want to put a face to the person they are to work, and this plays a vital role in their decision to retain your firm or the lawyer.
- A Very Modest Bio
While modesty is a good trait, it can at times be the wrong move when trying to market your business. Many attorneys are too modest about their bio. Similarly, it is not uncommon to come across firms that overly hoot their own horn. They talk about themselves page after page and go all coy in the bio, yet it is the information in the bio that matters the most.
The bio is the section in the firm’s website that covers much of what the firm or you as the lawyer are about. The rest of the site should highlight what you can do for your clients, and the bio is where you talk about you or the firm. It should not come across as boastful but should make it apparent to the reader that you or the firm are who to contact or hire for legal advice and representation.
If you state that you have over 15 years of experience, back that up by declaring your accomplishments and giving proof of the same. Sensibly pass the message so that the reader understands. If you are a full-time lawyer or work part-time as a lecturer, set out what it is you do in the bio.
Also, it is good to deviate a little from the professional you and let your clients see the other side of you. If you love cycling, golfing, fishing, include that. Find an ideal place to include such information though not at the start or the center of the bio.
Remember to include a clear photo of yourself next to your bio.
- No News Is Not Good News
Why would you have a news section on the firm’s website that has no news? Such a thing is off-putting to all that visit the site.
Any serious law firm should have a news section on its website. Unfortunately, most of the firms will have that particular section of their website always saying “coming soon.” In short, that only goes to show that the firm is not in a position to give news and clients will see this as the inability of the firm to put its act together. The news section is meant to keep current and potential clients informed and new law amendments and changes in the firm’s operations.
The content should be refreshed every so often and include current newsletters along with other essential information. As a website developer for law firms, we write newsletters for solicitors and thus do not see the reason for clients to receive the same via the firm’s site.
- Out Of Date Content
Fruits do not stay fresh forever, similarly does the content in a website.
That enthusiasm that springs up from having a new website has most law forms thinking that lawyers will be quick to submit new content, publications and newsletters and they also strive to keep their blogs up to date. But the reality is the first content may be the only information in the different pages ever since the site was up and running; everyone has been busy with their legal work. It will be such a blow if the article or newsletter talks about a new piece of legislation that is currently old news.
Also, those end year part photos take and posted more than two years ago should be pulled down and archived. As for the news headlines, they should be appropriate and done in a manner that makes them resonate with the reader. All older content (articles, publications, and newsletters) should be achieved so that clients can review them later if they wish.
Most importantly, keeping the content fresh and relevant also plays a significant role in SEO efforts for the website.