Fortunately, not all lawyers' websites look the same

As part of its new online marketing strategy, we developed a completely new website for a renowned law firm.

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Working closely with the firm’s marketing and communications team, our online marketing experts are now achieving strong results: more website visitors, more contact and information requests, more new clients, and more billable hours. Congratulations!  

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We’ll be meeting soon to evaluate the project. In anticipation of that, we sat down with the project team to review our pitch and its seven key points. And to be honest, we’re glad our client had the courage to give us free rein—within the parameters of the pitch!

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Telling a story—your story

The new website should have a logical structure and function intuitively. A website where visitors can easily find all the information they need will encourage them to stay on the site longer. Tell a story on the website. Tell the story of the firm. What is your approach? Who are you? What are your areas of expertise? Who are your clients? What have you meant to your clients, and what can you offer future clients?

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Get closer to your customers

By being open and honest and presenting your firm in this way, you’ll be much closer to your online visitors. It makes the firm seem more approachable, which lowers the barrier to getting in touch. This last point, in particular, sets you apart from other firms.

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Personal and trustworthy

All of these factors should help build trust among website visitors, as this is the right foundation for establishing contact with you. In any case, it’s important to present relevant information in a personalized way. This could include an online (free) introductory consultation, case study results, workshops for clients, and/or a newsletter.

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User-friendly and interactive

When it comes to the site’s design, we’re big fans of a one-page website. This is a website layout in which all content and functionality are placed on a single page. The website starts with a full-screen image that displays only your name, logo, and navigation menu. Then, click on any label, and you’ll scroll across the website to the corresponding content.

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Accessible and easy to navigate

The one-page website focuses primarily on the initial point of contact with your customers. It highlights only the information that is relevant at that moment. This keeps the website well-organized and ensures that the story is clear and accessible. In addition, the navigation menu remains visible at all times. This allows visitors to navigate to the desired section of the website at any time.

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Gaining and Holding Attention

The website should have a clean, minimalist design. The homepage features an attractive slider with rotating images. Each image is linked to a relevant quote. The goal is to capture and hold the visitor’s attention.

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What do customers say on the website?

An important part of the new website is customer input and feedback. In your case, it’s primarily the personal approach and the genuine interest in customers’ challenges that should set you apart. There’s less emphasis here on “showcasing expertise,” as is done on many other websites.

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To learn from and draw inspiration from, we reviewed a vast number of websites during this process. Almost without exception, these websites are organized and structured in the same way: practice areas and areas of expertise, partner information, articles, etc. In short, they focus heavily on one-way communication and make little effort to foster genuine interaction with stakeholders.

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Stand out from the crowd and get back to the basics. Go back to the beginning. Why did you start out as a lawyer in the first place? What drives you? What gives you energy, and what suits you best?

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Let your website reflect who you are, what you stand for, and what you can do for your customers. We promise that the process of building a new website will be just as rewarding as the results it generates.

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