Here are the 10 best law firm websites of 2018. For each, we’ve identified the website’s strengths. But even the best law firm websites have room for improvement. We’ll make some suggestions after touring the winners.
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IdeaLegal is a Portland, Oregon, business law firm that offers subscriptions, fixed fees for packages and services, and hourly billing. The friendly graphics and prompts encourage visitors to keep clicking to learn more, and the bold lawyer profiles make a strong introduction.
Venture Legal is a Kansas City, Missouri, small-business law firm. The homepage stands out and makes a strong statement about the firm and its clients. So do the pricing options, which include packages, fixed fees, coaching sessions, and avoid hourly billing.
K Bennett Law
K Bennett Law is an Atlanta, Georgia, small business firm that showcases what’s possible on SquareSpace. Yes, this is a DIY website—one with bold graphics, clear calls to action, a client portal, and innovative subscription pricing. There is even an events page, which is rare for law-firm websites.
Eisen Law is a Toronto, Canada, trusts and estates firm. We like the clear call to action and the nerdy homepage vibe set by the eyeglasses.
Ifrah Law is a Mid-Atlantic firm with an eclectic mix of practice areas, from cryptocurrency to white collar criminal defense. It looks like each lawyer at the firm does their own thing. But the boxing-glove video on the homepage makes a strong impression that could apply to any of them, and the call to action—meet the lawyers—is perhaps the best that can be done with this firm’s medley of lawyers. The fairly active law blogs mean there’s plenty of content to draw in new or returning visitors.
Franke, Sessions & Beckett
Franke, Sessions & Beckett is a Maryland trusts and estates firm. Its homepage is serious without looking staid, and has a clear call to action.
Brickley Law is a Connecticut personal injury firm. We like the clear call to action and clean design. The site is also the fastest-loading of this year’s winners.
Gerstenzang Law is a San Diego, CA, criminal defense law firm. We love the striking images on the homepage that are Jennifer’s introduction to her clients, plus her innovative legal coaching service. It’s a great example of a well-designed solo practice website.
Enright Law is a Cranston, Rhode Island, employee and consumer rights firm. It’s another example of a well-designed solo practice website that serves to introduce Tom to potential clients. That includes the friendly “Talk to Tom Today” call to action on the homepage.
Strahan Cain is a Houston, Texas, startup and small business firm. The homepage call to action does a great job of directing each type of potential client to a landing page customized to their needs. Even the background photos reflect the different types of business client. And we like the fixed-fee startup packages and monthly subscriptions for established businesses.
Room for Improvement
Here are some things we noticed while looking for this year’s best law firm websites.
Call to action. The most common call to action—among the best law firm websites and law firm websites in general—is some variation on Contact Us. It’s worth testing alternatives. Offering a worksheet or ebook with information potential clients might find helpful is an effective way to exchange useful information for an email address you can use to follow up.
It’s also important to make sure that the call to action is clear and obvious on the page. Relegating it to the nav menu at the top of the page may be clear and obvious enough, but you’ll notice several of these law firm websites place it front and center, “hero”-style. That is what we recommend, so visitors don’t have to think about what to do next.
Practice area pages. Every law firm website has pages optimized for specific practices areas. This makes sense for search engine optimization, and it makes sense because someone looking for a lawyer is likely to search for a lawyer in that practice area. But many law firm websites treat these pages as keyword-stuffed boilerplate. That’s a missed opportunity to address the visitor’s reasons for coming to the page in the first place. Give visitors information about their legal issue, not just a list of services you can provide.
Fixed homepages. A web page that doesn’t scroll feels weird. There’s a huh? moment when you try to scroll and nothing happens. So you try again. Most website do scroll, and a page that doesn’t takes a confusing moment to process. It’s one thing to provide a clear, obvious call to action. It’s another thing not to provide anything else for visitors who aren’t quite ready to follow your call to action (yet).
Reliability. No matter how good your website is, it won’t do any good if potential clients can’t visit it.
Copycat branding. If every personal injury lawyer’s website says they will fight for your rights and yours does, too, what reason does anyone have to pick your firm? Especially in a crowded practice area, blending in probably just means you need to spend more money on marketing than the next carbon copy. Standing out with a unique brand may make it more likely that a potential client will choose your firm.
A forgotten blog. If you have a firm blog but it hasn’t been updated in months, does that suggest you are on top of things, or neglecting things?
Interested in submitting your website to next year’s contest? Look for our call for nominations the first week in January.