Want to Be One of the Best Law Firm Websites?
Follow these web design practices and build the firm you want.
There was a time when lawyers just put out a shingle and relied on word-of-mouth to get business. But when lawyers started to advertise on bus benches, billboards, and fast-talking TV spots, well, frankly, it made it hard for everyone. Suddenly all advertising from law firms instantly had a bad reputation. But law firms can escape the bus-bench trap with good web design practices.
Legal Advertising Needs an Image Makeover
Websites are the perfect outlet to brand law firms. Stereotypes—from ambulance chasers to out-of-reach Ivy Leaguers—aren’t anywhere near the market reality. And the best law firm websites and marketing can make some headway in changing these images through:
- Blogging –Blog posts and articles by lawyers for people seeking legal advice
- Directories –Participation in legal directories to match expertise with client needs
- Social Media –Google+ and other social media participation by law firms
- Video Content –Online videos and YouTube channels as tools for lawyers
Your law firm can stand out by following traditional and digital business branding techniques.
1 The Best Law Firm Websites Build Reputation
Whatever your style, expertise, and clientele, you want to your name to be associated with a certain image for a specific reason. This is branding. Each legal specialty comes with its own market. The tax lawyer’s client is different from the estate, divorce, corporate, or criminal lawyer’s client. While your audiences may be different, you all want your clients to have confidence in your team. A good web designer can reach your targets and send the message that your firm is trustworthy.
2 The Best Law Firm Websites Educate
Lawyers can use blog features to inform the public of their rights while also positioning themselves as experts in a particular field. For instance, when the Internet was in its infancy, some savvy lawyers used it as a tool to educate the public about Lemon Laws. Not only did consumers get protection, but some attorneys got a lot of lucrative niche business. If you have a specialty or a passion or expertise, write about it. Be a leader and clients will follow.
Years ago I had a client who wanted to be a legal expert for a TV station, but he couldn’t get his foot in the door. So, he started blogging about his expertise. In no time, the TV station reached out to him.
3 The Best Law Firm Websites Help Maintain Clients
Controlling your business is easier with a web presence. The best law firm websites will:
- Match you with clients who will benefit from your expertise
- Maintain good client relationships
- Bridge the gap between you and your clients
Many people who are seeking legal advice are intimidated by the gap between their ignorance of legal jargon and your specialized knowledge. Your website can bridge that gap. You can inspire client confidence by speaking naturally to your clients through your website.
4 The Best Law Firm Websites Are Accurate
Because lawyers live in a litigious world, they are subject to lawsuits, probably more than your average business. This is something lawyers particularly want to avoid. (Disbarment is not on the docket.) So, the Rules for Attorney Advertising must be followed to the letter in both your content and your website’s back-end coding. Let web developers who specialize in websites for lawyers help you avoid legal pitfalls.
While the best law firm websites take into consideration the special needs of lawyers, they also treat law firms like the serious businesses they are through branding, messaging, and adaptable blog features. A good web developer can help you build the law firm you want to run, not the one you’re forced to run.