11 Common mistakes found in websites for law firms
Websites for law firms can often fail to deliver great results. Law firm websites need to be more than a business card. At Kagool we deliver award-winning websites for lawyers and other professional services companies.
We regularly pick up digital projects from law firms that have missed the mark. Well-meaning legal marketers often make huge mistakes with websites for law firms.
Some content management system (CMS) platforms may buckle under the pressure of multiple system integrations or a heavy content load. Law firms tend to have a lot of data, across multiple systems and with different levels of security. Without a powerful data management system, you’ll struggle to keep track. And your law firm website’s performance could suffer.
Your first instinct might be to make a really attractive website. But a new design alone won’t keep users from bouncing back to Google. Start by creating engaging content and work up to the design. Make sure your content is highly shareable and search engine optimised too.
If users can’t navigate their way through the site, you’ve got no hope of achieving conversion. Navigation should be logical and feel natural to the user. Considering the site’s information architecture (IA) from the start is essential. Sitemaps and wireframes of your site help the website have a clear structure and effortless navigation.
You can spend every bit of your marketing budget on ads that will drive users to your site. But if you’re not providing the information your clients are after, they’ll head straight back to Google. Make sure the right information is displayed quickly and clearly. And consider ways to improve the user experience like responsive design and personalisation.
We often see websites for law firms with the same “Call Us!” call to action (CTA) on every page. While this may seem like a good idea, you’re limiting your users’ options. Aim for more personalised CTAs that are more likely to entice the individual user to click. And give them more than one option for contacting you.
Your site shouldn’t read like a brochure. Websites for law firms are more effective when used as a tool for interacting with clients. Use a range of engaging and relevant content. Integrate your social media feeds and use your blog to offer thought leadership. Make sure it’s what your clients want to hear. Not just what you want to tell them.
Traditionally law firms will leave an IT person in charge of their website. Sure, you may need technical help. But marketers should be at the head of things. Taking control of content creation, page editing and digital strategy helps marketers track the site’s progress.
Treating email queries with impersonal, robot responses reflects badly on your brand. Same goes for website and social media queries. It’s important to show that you’re switched on and responsive. This feeds into providing great customer experiences, which is vital to reaching business goals.
Too many law firm website designs fail to consider how the site will look across different devices. With the rise in mobile device browsing, mobile responsive design has become key to good customer experience. Mobile users won’t expect to see the same view of your site as the desktop version. If they have to excessively scroll or zoom in, they’re likely to get fed up and go elsewhere.
How many sites do you see with broken links, typos and articles from three years ago? We often see websites for law firms feature content that doesn’t change. Just because your site is up and running doesn’t mean it’s doing the job. Use analytics to find out what users want, their journeys and what drives them to get in touch (or what stops them). Once you know, you can improve. And you should always be looking to keep your content updated.
Stock images of courtrooms, gavels, skylines and handshakes won’t get you anywhere with clients. Be personal and use your site to show off your human side. Websites for law firms should showcase your brand and give a true impression of the business. You’ll get a much better response from customers who feel like they’re interacting with real people.
Using a powerful website content management system can help websites for law firms avoid common pitfalls. Sitecore gives legal marketers the tools they need to reach business goals and achieve digital transformation.
Just some of the ways Sitecore enhances law firm websites:
We have plenty of experience working with professional services companies. With our Sitecore expertise, we build exceptional websites for law firms like Burges Salmon.
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