Attorney websites have come a long way in the past few years. Lawyers are catching on to false marketing prophets and looking beyond cheesy and ineffective SEO tricks. Websites are becoming more helpful, more well-designed and more relevant to people seeking legal help. This is a good thing.
However, it is a big Internet, and there are still too many firms that fall victim to the lawyer website disconnect. To demonstrate this problem, Tech4Law created a law firm website Venn diagram. The illustration was published in 2010, but is still relevant today.
There is a mismatch between what firms are providing and what prospects are looking for. People want to know how you can help them, whether they can afford it (although placing this information on a website is not recommended) and how to contact you, while attorneys tend to focus on factual information about the law and the firm. This disconnect often expands beyond textual content to graphics and design in general. It is easy to stick to generalities about the profession that provide no insight into a firm or any sort of memorable impression for visitors.
Visuals are important, but not in the way that many people think. Pictures do not always capture people’s attention. Heat mapping studies consistently show that people pay more attention to headlines and links than they do to graphics. (Statistics are different for posts on social media where visuals increase engagement). On a website, pictures and illustrations are a way of communicating with a visitor’s non-rational, emotional side – the one that dominates the decision making process – and they should make a statement about the culture of your firm...CONTINUE READING
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