300 S. MADISON AVENUE
LAGRANGE, IL 60525
Oh what a tangled web we weave
By Gary S. Young
There's a lot that can go into objectively evaluating your law firm's website, so let's get started!
The first thing to do is step outside. Approach your site from the perspective of your target visitors. Who are these people? Potential big clients would be my guess, followed by potential recruits. The operative word here is "potential" – that means they'll need convincing.
From a visitor's viewpoint, is your website a good host? You want to make houseguests feel at ease and provide for their needs without wasting their time. Same with your website. You'll be rewarded for helping potential clients and recruits find what they're looking for quickly. And the best way to do that is by following the "KISS" principle – "Keep It Simple, Stupid." Long Flash introductions and slowly scrolling news items are not "simple."
Content is king. Design, copy tone, and navigation scheme all must support your delivery of the goods. Design should reflect your brand identity, but its primary job is to help organize the navigation structure. Copy should be concise, clear, factual. And give it a little spirit so it doesn't read like an encyclopedia.
Now ask yourself, does your website give visitors not only what they came for, but also what you want them to leave with? Most firms provide practice descriptions, bios, articles, and credentials. But very few firms deliver on the second requirement – an understanding of how your firm is different from the others.
Make sure your site answers three questions: 1) Why should I choose these guys over those other firms? (Give distinct competitive advantages supported by examples and third-party accolades.), 2) Will I like working with these folks? (Here's where you give visitors a feel for your firm culture), and 3) Can I trust them with my business? (Make sure your copy is honest and authentic.).
So put yourself in the role of a tough potential client or recruit visiting your site for the first time. Would you be convinced to sign on with your firm over any others? If yes, your site will help turn potential clients into new clients. If no, you've got some work to do.
Gary Young is President of X-15 Creative Marketing LLC, a full-service ad and marketing agency serving the legal marketing community. Gary may be contacted at 708-579-1623 or Gary@X-15Marketing.com.
