Many law-firm websites are designed like business cards or thick brochures. They either have too little information (just a single page with the firm name and contact information) or way too much (page after page listing specialties, experience, and biographical details). Whatever the designers of such sites are thinking, they are missing the single most important concept in online marketing:

Design your site for the action you want your readers to take.

If the goal of your site is to find clients (and I assume it is), you should make sure that every design, navigation, and content decision is calculated to:

  1. Attract traffic from potential clients,
  2. Filter out the potential clients you do not want, and
  3. Convince the potential clients you do want to contact you.

And you want to accomplish all of these things in a way that is simple, smooth, and obvious to visitors to your law-firm website. A great resource for this is Don’t Make Me Think: A Common Sense Approach to Web Usability by Steve Krug, which has become a seminal guide to web usability.

Don’t make potential clients think when they visit your website.

Don’t make potential clients think when they visit your website. Focus on eliminating navigation barriers on your website and making it easy for potential clients to contact you. Include a direct call to action on every page telling readers what you want them to do after they arrive on your site.

If your site clearly identifies who it is designed for, what you want those people to do, and how to do it, you should be able to convert visitors into clients.

Featured image: “young little girls shh to camera not to telling their secret” from Shutterstock.

1 Comment

  1. Avatar Sam Glover says:

    I believe this is also referred to as designing with “intent.” In other words, don’t leave all the decisions up to your visitors. You make the decisions according to what you want the visitors to do (which ought to line up with what they want to do) on your website. If you leave all the decisions up to your visitors, they are likely to get lost, confused, or frustrated, and leave unsatisfied.

    Here’s a good article I read about intentional design recently. (Although it is better in Instapaper, since the designer of that website apparently intends for it to be difficult to read.)

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