When designed with the user in mind, your website can be a powerful tool for client acquisition, trust-building, and branding. A well-designed website doesn’t just look good; it provides a seamless and intuitive user experience (UX) that keeps visitors engaged and encourages them to take action.
Designing a great law firm website takes more than just picking a color scheme and adding a “Call Now” button. Your online presence should consider the unique needs of their clients and prospects when designing their websites, ensuring the experience is tailored to foster trust, clarity, and accessibility.
People looking at a lawyer’s website are often in a state of personal crisis: a personal injury, divorce, business dispute, or family tragedy. These users are typically seeking quick, clear answers to their questions and assurance that they’ve found the right legal professional.
Your law firm marketing—starting with the design of your website—should keep your audience in mind.
A well-designed website increases client leads, enhances your firm’s professional image, and builds trust and loyalty among existing and potential clients. Moreover, a positive user experience encourages referrals, and satisfied visitors are more likely to recommend your firm to others, both online and offline. Your website should be empathetic, informative, and easy to navigate.
Want to learn more about how to grow your law firm brand with digital marketing? Reach out to the experts at Trial Guides Digital Marketing.
Prospective clients should be able to find critical information quickly—within three clicks or fewer. A clear navigation bar with sections such as Practice Areas, About Us, Attorney Profiles, Resources, and Contact Us can guide users efficiently. Drop-down menus and internal search functionality can further enhance usability. You may improve your standing in search results by hiring a digital design company to consult on your website navigation schema.
Your website user should also be able to understand exactly what you offer, and how to get in touch with you. You may also want to write content with a lower reading level in mind, particularly if you work with people who have suffered catastrophic injuries. “How We Can Help” is preferable to vague terms like “Services” to make navigation more relatable.
Have you ever closed out of a browser window because the website was loading too slowly? Your prospective clients have, too. Internet denizens have come to expect websites to load within seconds; slow-loading pages frustrate your users and can send them seeing answers elsewhere.
Optimize images, minimize plugins, and use reliable hosting services to ensure the website performs efficiently. If your website has undergone a hosting change, or shows a history of toxic backlinks, you may experience longer-than-usual load times. We recommend speaking to a web designer or back-end digital marketing expert to resolve these issues.
More than half of all website traffic now comes from mobile devices—and maybe more so for your law firm. For this reason, mobile optimization—making sure your website loads quickly and functionally on all mobile devices—is essential. A mobile-optimized site ensures that pages load quickly, text is legible, and buttons are easy to tap on smaller screens. Law firm websites that fail to accommodate mobile users risk alienating potential clients.
How do you create a mobile-friendly website? We always start by developing a responsive layout: one that scales to fit the user’s device, optimizes website speed and compresses images for faster loading. We recommend avoiding Adobe Flash and pop-up plugins, both of which can make the user experience uncomfortable. Finally, keep your font large and your content de-cluttered. Sometimes less is more!
Legal websites must comply with accessibility standards, such as the Web Content Accessibility Guidelines (WCAG). Features like alt text for images, clear headings, keyboard navigation, and high-contrast design ensure that the site is usable by individuals with disabilities, including those who rely on screen readers. (Accessibility isn’t just good for business; it’s a legal obligation under the Americans with Disabilities Act).
If you work in personal injury, you already know that many of your prospective clients may be seriously injured. This is all the more reason to make sure your website is accessible. Consider how your website reads to someone who is blind, how it looks to someone who is losing their eyesight, and how comprehensible your content is to someone who is living with a brain injury. Improving your law firm SEO must incorporate accessibility on all pages, as well as social media.
A call to action is simply a link on your website that encourages visitors to take the next step. In the context of your law firm, this generally means filling out an intake form, or calling your office. You will have more success getting website visitors to follow through if you use prominent, actionable CTAs:
“Schedule a Free Consultation”
“Speak with a Personal Injury Attorney Today”
“Fill Out Our Intake Form”
The content may change depending on your firm branding. Regardless of which calls to actions you choose, make sure that the buttons stand out visually, and work across all devices. With all your CTAs, you will want to direct users to easy-to-complete forms or direct contact options.
Your website content—blog posts, FAQs, resource guides and so forth—plays a dual role in UX and digital marketing. Not only does your content provide value to visitors, but it also enhances search engine optimization (SEO). For example, a blog titled “What to Do After a Car Accident in [Your State]” will not only address your prospective clients’ question, but also improve your site’s visibility on local search engines.
High-quality content is arguably the most important component of digital marketing and UX web design. You will want to write in a way that shows you to be competent, approachable, and knowledgeable in your field. With that said, we highly recommend avoiding “legalese” wherever possible. Your website should be written in plain language that resonates with your audience.
Don’t have time to write your own content? Hire a dedicated legal content writer! Getting search engine-optimized content on your site is a critical component of your digital marketing strategy—and we can help. Reach out to Trial Guides Digital Marketing for a free consultation.
Pro Tip: Hire a Pro. Working with an experienced content writer can make a tremendous difference in the number of client leads generated from your website; they often have access to data that will help them devise a keyword strategy that narrows in on content that will resonate with prospective clients.
You offer free consultations, great legal advice, and a contingency fee structure—but so does the law firm down the street from you. How do you distinguish yourself among your local competitors?
We always recommend leaning on trust-building content when designing or updating your website content. This may include:
A personal statement about what got your into law
Client testimonials and positive reviews
A detailed bio page with professional photos, credentials, human interest facts about each lawyer
Case studies highlighting exceptional cases verdicts or settlements received
Certifications, awards and affiliations that underscore your education and training.
Some attorneys even offer videos about complicated elements of case law, as well as a library of resources that improve the website value (and SEO). Generally speaking, more content is always better—and SEO-optimized content is best. Your website should not only communicate professionalism and reliability, but be designed with an eye toward improving your overall Google ranking.
Designing a law firm website with the user experience in mind is both an art and a science. By prioritizing clarity, accessibility, and trust-building with your users, you can help your website become a powerful tool for attracting and retaining clients.
For almost 20 years, Trial Guides has been an authoritative voice for the plaintiff bar. We’re thrilled to now offer digital marketing services through Trial Guides Digital Marketing TG—DM. We employ the same digital marketing strategies that we have been using behind the scenes for Trial Guides, LLC. Contact our team and we’ll be in touch soon.
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