Five mistakes to avoid when building a legal firm website

Even the most skilled legal professionals can overlook the importance of online presence. With 96% of people starting their search for legal counsel online, your firm’s website is the key to winning business.

An effective and well-designed site can communicate a firm’s services while also acting as a user-friendly and valuable resource for potential clients.

To help your firm stand out, here are the most common website mistakes law firms make, and simple strategies to avoid them.

1. Failing to highlight what makes the firm unique

Clients want to understand why they should choose you over your competitors, so your website should show what sets your firm apart.

When building your site, include an ‘about us’ page, featuring any awards you’ve won and case studies to boost credibility. Team bios add a personal touch that will resonate with clients.

Tailoring the tone and look of the website to your industry can help you connect with your audience. For example, a family law firm may use more compassionate language and imagery, while intellectual property lawyers might attract clients with a more creatively designed site.

2. Neglecting user-friendly design

Potential clients will visit your site with specific questions, so it’s important to make it easy for them to find answers. Making sure your navigation menu is well-organised will help visitors quickly locate the information they need.

You could think of these menu areas as being like aisles in a supermarket. If a customer is looking for cherry tomatoes, they know they need to go to the fruit and vegetable aisle to find them. The same goes for your site menu.

For example, a property law firm might provide information on how to grant a new lease in an article linked under ‘Property Law > Leasing > Granting a new lease’.

To reach the widest audience, your site must also function seamlessly across all devices, from desktops to smartphones.

With mobile devices accounting for more than 60% of time spent online, it’s important to ensure your site is mobile-friendly. You could try a free online tool to test your website’s mobile compatibility.

By focusing on an intuitive and accessible design, you’ll encourage visitors to stay longer and choose your firm over competitors.

3. Overlooking client-focused content

Creating content that provides value to clients is what truly sets your website apart. By focusing on their concerns, you can build a rapport before clients even reach out.

Clients often search for solutions to specific problems, so your content should address their needs.

Try creating engaging legal content to demonstrate your expertise and establish your firm as a trusted resource. For example, writing blogs on relevant legal topics or current events.

4. Missing calls to action

Calls to action (CTAs) provide clear guidance for your audience on the next steps they should take, with the ultimate aim being for them to contact your firm.

A CTA could be:

• a clickable button on a webpage linking to contact information
• a built-in request form
• text at the end of an article encouraging potential clients to call an office by phone

Mix up the wording of your text CTAs and track which work best.

Effective CTAs anticipate potential concerns. For example, people might be hesitant to complete an online form if they think it might take too much time. A CTA stating ‘complete this form in one minute’ could address this issue and help generate more leads.

By ensuring each webpage includes a clear CTA, your website will help encourage clients to take the next step and contact the firm.

5. Ignoring search engine optimisation

Search Engine Optimisation (SEO) is a strategy to help increase the chances of your site appearing more prominently in search engine results.

To harness SEO, step into your ideal clients’ shoes. Predict what words they would use when looking online for legal help, and then integrate these keywords into your website content where possible, whether it’s directly into a blog, or hidden in the meta description of a webpage.

For example, a personal injury law firm might use keywords like ‘accident at work claim’ while an intellectual property firm could focus on terms such as ‘trademark registration attorney’.

Building a better legal website

Your website is often a prospective client’s first impression of your firm, so it’s worth investing the time to get it right.

Working to avoid common errors will help ensure your website is professional, user-friendly, and focused on benefiting your clients.

By prioritising your audience’s needs, you’ll not only be more likely attract clients but also build a reputation as a trusted, approachable, and authoritative legal partner.