As with many new business ventures, starting a law firm comes with an abundance of decisions to make. From business plans to specialty practice areas to marketing strategies and website platforms, every decision can position your new firm for growth or hold you back.

I recently began working with a law firm in my community to overhaul its website, branding, and marketing strategies, so I thought it would be helpful to highlight seven different areas of the website design and marketing process that law firms should consider. 

Focus On Your Unique Area Of Law

When designing your website, you should consider a few key elements. First, you'll want to ensure that the design is professional and reflects the values and mission of your law firm. Depending on what your firm specializes in, you may also need to include various features such as contact forms, blog sections, and FAQs.

Most importantly, it's essential to highlight your specific areas of law. How are you different from your competitors? Do you bill outside the legal norms? Do you have a background outside of law that informs the work you do? When you focus on what you do best and why you're the best solution in your law niche, the website connects at a deeper level. 

In addition, looking at some of the best immigration law firm website designs can give you a better understanding of law-firm best practices. For example, is there a way that other firms highlight testimonials that really stands out and makes a great first impression? What elements do you see in other sites immediately establish them as an authority and expert? Using design inspiration combined with your unique value proposition will help you attract your best-fit clients.

Website Accessibility

Another vital factor to consider is website accessibility. It's essential that potential clients can easily find the information they need on your website through an intuitive navigation system.

For some, accessibility means only that the website is accessible on every platform and meets ADA compliance standards. While both of those are absolutely requirements, accessibility goes further. Accessibility means anyone who needs your service can understand what you do and how to engage with you without unnecessary steps or barriers. 

Examples of accessibility also include:

• Limiting the number of items in your main navigation menu can help users avoid decision fatigue and get to the content they need more directly. If you have additional menu items you want to display, use the footer to add those links and organize them into categories.

• Listing transparent pricing and, whenever possible

• Do you charge for basic advice, or is some level of service free?

Use Content Marketing To Grow Search Rankings

Content marketing applies to law firm websites; most are missing out on the keyword goodness that only a blog or article section can provide. 

By addressing some of your ideal client's concerns and objections through content, you take your website from being a static holder of the information to a dynamic resource that meets your clients where they are. 

According to the Chicago Bar Foundation, the number one reason people do not hire a lawyer is that they don't recognize they have a legal problem. Including relevant and helpful content that addresses legitimate legal questions and circumstances increases your chances of ranking higher in search engine results. 

Plus, your ideal client gets a glimpse into the knowledge and expertise you bring to the subject matter, increasing the likelihood of hiring you. 

Highlight Your Team

Your law firm website should include a robust About and Team page.

A well-designed About page brings a spark of personality to your website, showcasing the story of why the law is important to you and how the firm got its start. These pages, while often overlooked, are often the second-most visited page on a website and can make or break a user's decision to reach out for more information. 

On the other hand, a Team page assures your potential client that you have the expertise and diversity needed to meet their needs. Even if your team is small, showcasing their skills and qualifications is essential, as this will help potential clients better understand your law firm's capabilities.

Use images and bios to help communicate the values of your firm and make it more personable, along with featuring any awards or recognition that you've received from industry leaders. 

If you are a solo entrepreneur and do not have a team, you can use your About page to showcase partnerships with other local law firms and collaborations you've enjoyed previously. 

Technical Considerations - Choosing The Right Website Platform

One of the most significant decisions a law firm must make when launching a new website is selecting the website platform. While it might seem less important than choosing an office location or law firm name, the website platform you choose has the potential to either help your business grow and expand or cause headaches and missed opportunities. 

It's impossible to recommend the "right" website platform for any new business without considering several factors. Those factors include:

• Whether or not you'll DIY your law firm website or hire a website designer

• The support you have available to maintain your website

• your budget and technical needs

• How you want to incorporate your branding and design into the website

• How your website will need to interact with other office technology platforms like CRMS, email management systems, and live chat features

When choosing a website platform, it's best to consult an experienced design professional to discuss these considerations and explore several options. 

How To Choose A Domain Name For Your Law Firm Website

Choosing a domain name is an often overlooked step early in the business venture process. By the time many consider buying a domain name, they've already named the business and are forced to find an available domain name that makes sense. 

Explore domain names before you name your business. However, if you've already selected your business name, choose a domain name that is easy to remember, relevant to your business, and not confusing when read aloud. (For example, if I had to do it over, I would likely not use "one nine design" because I'm constantly explaining that it's the word and not the number.)

Make It Easy To Take The Next Step

Finally, make it easy for the website visitor to take the next step. Decide how you want visitors to contact you first. 

• Do you want phone calls without any prior screening?

• Do you want a qualification contact form that users must complete before moving forward?

• Do you prefer email or text messages?

It's helpful to include an FAQ page or separate FAQ section on the contact page to help users sort through commonly asked questions, as well. This content can reduce the number of questions you're asked and help better qualify potential clients. 

Whichever method you choose, ensure that the next step is clear on each page of the website, not just on your contact page. (Because search results may show a user a page other than your homepage, it's impossible to know which page someone might view first.)

It's also helpful to create a thank you page visible only when someone completes the initial outreach step that confirms you've received their message and outlines the next steps in the process. 

Final Thoughts on Law Firm Website Design

Legal marketing can be something other than stuffy, dull, or traditional. In fact, those who find ways to distinguish their legal brand and website from the crowd and pay attention to the more subtle details of a website will see higher website conversions and visibility. 

Don't be afraid to experiment with the tone of your messaging, photography, and other brand elements that make your law firm website - you! 

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