The six sins of legal Web site design

Strategies: The Journal of Legal Marketing, Feb, 2008 by Wendy Nemitz

Your firm needs a new Web site, and you've convinced the partners that it's time to undertake this lofty goal. I use the word "lofty," because legal Web sites often take unexpected twists and turns due to the sheer volume of information and phases of approval. You'll need some loft to get it done. You've made the right move to limit the number of decision-makers who will approve the phases of design and the final product. But there are several other critical preparation steps you may have missed. By taking these steps, you can avoid these six sins of legal Web site design.

(1) Neglecting Search Engine Optimization

Beautiful is not enough. You have to make the site ready to find. Even very large Web consulting firms do not necessarily make it easy to find your site once it is on online. Talk to your designer about SEO and build some time into the project or budget to research keywords and coding that is search-engine friendly. A good Internet marketing presence usually takes an expertise that few design firms have.

(2) Missing Your Target

Do you know how your prospects buy and what stage of the buying process your Web site supports? Get focused before you spend. Design your site for your best prospects and what they are looking for.

For example, if you offer personal injury or family law services, the pages for these practice areas should have a more personal tone and design because prospects are probably just beginning their search for an attorney. Business clients, however, may be searching online because they've heard something about your firm and want to check out your credentials, past cases or experience before they contact you.

(3) Design First

While the Internet demands good design, too many firms hire a graphic designer to create their Web site. Begin with a clear idea of what you really want the site to do, the experience that you want for users and the messages to convey. Management as well as marketing and sales should be tapped for feedback on how to engage visitors. Interactivity could include monthly e-newsletters, articles, downloadable brochures, video clips, podcasts and blogs.

Pay special attention to career pages and the key messages you want to send to candidates. With a clear branding and marketing strategy for your online presence, your designer can do a much better job.

(4) Inconsistent, Impersonal Bios

There are many law firm Web sites with no consistency to their bios and information that says little about the individual. Bios of new associates and even partners are sometimes missing. There is rarely a consistent updating process. With bios being one of the most frequently "hit" pages on law firm Web sites, make sure they are outstanding.

Writers should create a master bio template that is approved before the bulk of interviews and writing takes place. This content alone can determine whether or not people call you after visiting your site.

(5) Too Many Lawyers

When designing a site for a large law firm with multiple practice and subpractice areas, the writing process should include the drafting of master pages as approved templates. You may have several writers and editors, so master pages will ensure consistency in the look and feel of your site. This avoids "every lawyer as an editor" and ensures brand consistency.

(6) No Update Plan

Legal Web sites should not be static billboards. Outdated news or cases communicate a lack of organization or that communication at your firm is a low priority. Decide which parts of the Web site should be updated regularly, such as company news or attorney bios or significant cases and client stories. If you only need a few updates a quarter, you can go with a custom Web site and your designer will make updates for you. If you update each day or week, consider a database Web site that is easily updated internally through a back-end content management system.

Database Web sites can be more expensive, but can save on redesign in the long run if you can manage your site updates internally. A system for managing updates is important in terms of who approves, who manages updates and how often they are performed.

Make your online presence the hub of your marketing strategy with hands-on features. Unify it with other sales and marketing strategies. Brand it to ensure that your firm and its culture shine through before prospects ever visit your offices.

Wendy Nemitz is principal of Ingenuity Marketing Group, LLC, a marketing, training and PR services provider for attorneys and other professional services. Nemitz can be reached at 651/690-3358 or wendy@ingenuitymarketing.com