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Chapter 1/6

Purpose of a Law Firm Website

Law Firm Website Design

4 min read

Purpose of a Law Firm Website

You know you need a law firm website. It’s what comes next that isn’t always clear. 

A great website helps your law firm stand out, increases brand exposure, draws in your ideal client, and provides value to clients and potential clients. 

This guide will help you define a purpose for your law firm’s website, consider your value proposition, and learn basics about functionality, accessibility, and structure. We’ll also give you tips on using content marketing to increase exposure and the power of the call-to-action (CTA) and lead magnets. You’ll learn the importance of website design principles, where to start, and how to find help.

Why a Website Matters

By understanding the importance of a high-quality law firm website, how to build a website that’s accessible and useful, plus the basic elements you need for success, you can convert your visitors into leads for your firm. 

Potential clients seek ?legal services online every day. For your law firm to draw in new clients and remain successful, a strong web presence is a must. The cornerstone of your web presence is your website, the place to show your authority and expertise, as well as drive traffic and inquiries for your law firm.

Most customers begin the buying process by conducting online research first. This is true for both eCommerce and service providers. Potential clients want to make an informed decision when choosing an attorney. Your website is one of the first places they’ll visit to see if you’re the right choice.

Defining Your Website’s Purpose

What is the goal of your website? You need to know your website’s goal before you even think about colors, picture, or design. 

There was a time when websites for lawyers were essentially glorified online business cards. Today’s legal websites, though, serve many purposes. They share information about who you are, showcase your service areas, and offer potential clients a way to reach out for those services. Beyond that, your website should communicate what makes you unique—your value proposition—to your target client.

Your Unique Value Proposition

A value proposition defines the unique value you deliver to your clients that other attorneys don’t. It outlines the reasons your client should choose you and should ring throughout your law firm website design. 

If you don’t know your unique value proposition, follow these steps.

  1. Identify your target client’s primary concerns. Take some time to define your client’s primary concerns. These concerns will depend on your main service areas and the client you want to attract. This is the perfect place to use your client persona or avatar.
  2. Define how your services solve these concerns by listing the benefits. Now, define how your services solve these concerns. List the benefits of your services instead of the features.
  3. Position yourself as the provider of the value. Using your website, position yourself as the provider of this unique value by placing it front and center on your home page and throughout your website.

Capture and Qualify Leads

Many potential clients head to Google to search for information before they ever think about hiring a lawyer. Your website can provide these leads with information they need as they navigate their issues. Your website should deliver different information to potential clients based on where they are in the decision-making process. We’ll cover this more in Chapter 5

Transact with Clients

Many firms are now taking advantage of their website as a place for clients to go for information and to conduct business. Your website could give clients access to a client portal where they can see their case’s status, review documents, and exchange notes and ideas with your team. Some firms are using their site to develop a client library of helpful resources. You can also have clients visit your website to review and pay invoices and schedule appointments. 

Another way law firms are using their site to deliver client services. For example, clients come to the site to complete questionnaires that populate basic contracts. One firm developed a place on their website for clients to review and manage their commercial leases. The possibilities are endless. 

Now that you’ve thought about the goal/s for your website, it is time to explore basic design principles you’ll use in building your site.