Law Technology Today From the ABA Legal Technology Resource Center
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If you scan the field, many law firm websites look essentially the same – and a lot of them are boring. Pre-COVID, that might have been okay, but as more operations move online, a great website is going to be critical to your firm’s success. These 5 strategies can help move your site from boring to bold, drawing in new clients, improving functionality, and giving your firm the boost it needs to succeed in a transitional moment.
Know The Rules
Before you start building out your website, it’s important for your law firm to spend some time reviewing the regulations for legal websites in your state. It may not be exciting, but the worst design mistake you can make is to include information on your site that puts you outside of ethics guidelines or otherwise puts your firm at risk of sanction.
Build Your Back End
In the same vein as reviewing legal regulations, building a better website for your law firm also requires that you build out the necessary backend structure to manage the page, especially if you’ll be operating a virtual law firm. This includes a calendar and project management tools, accounts receivable programs, and other tools that will make managing your site, and your firm, easier.
Create Visual Interest
One of the major shortfalls of most law firm sites is that, visually, they’re a wall of text and homogenous images – but it doesn’t have to be that way. Smart design lets firms animate their sites, create interactive graphics, and much more. Just look at Console & Associates “A Reputation For Success” section. The numbers move, the boxes reveal more information, and the entire section turns ordinarily dull performance statistics into an engaging site feature.
Build Value Through Content
When building a law firm website, you’ll want to develop extensive content, from pages highlighting your specialty to the frequently asked questions section. This isn’t just about providing information, though. Great content also helps boost your site’s SEO performance, ensuring your page is visible to potential clients. From a strategic perspective, great content is a win-win.
Add On Analytics
Any time you have a website, you also need a strong analytics framework that will allow you to assess its performance. Google Analytics is considered the gold standard in analytics, but there are certainly other options. What really matters is that you find a platform that lets you monitor your campaigns, track how people come to your page, and how they move through the site once they arrive. This information will let you improve your website and reach more people. It’s the only way to move your site from function to first-rate.
While most people start their search for law firms by asking around among friends and family, few stop there because they want the assurance that they’re working with the best. By building a more appealing and informative website, however, your firm enhances its chances of drawing in clients, of growing and building a reputation as an industry leader. Your success ultimately hinges on your work, but clients need to be able to find you if they’re going to benefit from your skill.
