Developing a website is tough regardless of your industry – but for lawyers, it can be especially. Get a leg up on your competition by avoiding these top website mistakes.
- Too much legalese – As lawyers, you obviously want to protect yourself and your practice. However, letting your website become overrun with “lawyered up” statements makes for a difficult-to-read website. Use your copy to tell the average client about your practice areas, skills, and self, while being as informative as possible. Leave the technical legalese in your single Terms of Service page.
- Say too much, sell too little – We have lots to say but oh so little space to say it in. Use your space smartly by writing succinctly. Remember that your website is a sales tool – not your deliverable. Write in a way that lets people know what you offer, but doesn’t get into lengthy details; they can contact you for more information (and they should – that’s what you’re after).Beyond using your real estate smartly, don’t forget to include your sales statement. One of the worst mistakes lawyers make when designing their website is to simply forget to ask for the business or let people know the next step. As ever, that call to action is a critical component.
- Blending in with the bunch – Lawyer websites tend to fall the same layout, same language, and same inclusions. People have plenty of options out there when they’re searching for a lawyer – so use your website as a way to stand out from the competition. Look at what you want to share on your website and then work with your designer to think of different ways to do that. Perhaps you avoid the standard secondary navigation or run of the mill practice descriptions. There are endless options. Explore them and find a way to stand out and do things differently.
- Too cheesy – On the flip side of the “too serious” website is the website that tries to be too cool. It seems like some lawyer websites have the issue of finding the happy medium. Just like you shouldn’t make your website too inundated with legalese or downer copy, you also shouldn’t be too “cheesy.” You’re a professional – and while professional doesn’t have to mean boring, it also shouldn’t be too goofy or gimmicky. Think of Saul from Breaking Bad. Don’t be Saul.