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Presentation and Law Firm Websites

In a recent survey conducted by Thomson Reuters on law firm website usage, one participant noted that "a bad law firm Web site would be like showing up to a meeting in a crumpled suit." Indeed, a poorly designed website with low quality content can turn off prospective clients faster than you can say, "Objection!"

Most visitors to law firm websites expect a certain level of decorum and sophistication. Failing to meet this expectation can be detrimental to your online marketing efforts. In a time when so many consumers are using the Internet to locate products and services, a high quality legal website isn't optional if you want to expand your practice.

Read on for some simple tips on how to create a legal website that will appeal to visitors and increase your client conversion rate.

Color Choice

The choice of colors on your law firm's website should coordinate well with your marketing pieces, business cards, letterhead, etc. You should also avoid choosing font (i.e. text) colors that are too similar to your background color. For example, blue text on a black background will strain your reader's eyes and likely result in visitors quickly bouncing off of your website in search of another lawyer.

Too many colors or an excessive use of bright colors will also detract from your Web content. For example, one family law website we reviewed incorporated fluorescent green and yellow into the color scheme. Appropriate for a website advertising an indoor playground perhaps, but out of sorts on a professional, legal website. Be sure to carefully consider your target audience and the message you want to send before settling on a "creative" color scheme.

Headings, Bullets and Bold

Writing content for the Web differs from other types of legal writing due to how users read websites. Rather than reading an article word by word, scanning text is common. In fact, leading Web usability consultant, Jakob Nielsen, has found that on the average web users read just 20% of the content on a Web page.

Attract and retain your visitor's attention by infusing content with color-rich headings (and subheadings), bullet lists, and the use of bold. Doing so will help your reader skim your content and quickly locate important information that they need.

SEO Legal Content

While it is true that most visitors to your law firm's site will scan the content, this doesn't mean that you should cut corners and outsource your Web content overseas or to the lowest bidder. A strong command of the English language and the ability to write online content in an engaging, informative manner are essential for legal content.

Web content that is search engine optimized (SEO), relevant to your legal practice, and well written in a professional tone is a necessity for converting Web visitors to new clients.

We Do Web Content specializes in legal Web content and online marketing for lawyers. Contact us today to learn more about our services and how we can help you expand your client base.

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