Everyone knows it’s essential for law firms to have a strong online presence to attract potential clients. As the hub of your communications and marketing efforts, this includes your company website. With so many smart people running law firms, it’s incredible to see how many of them fail to pass the basic minimums for best-practice marketing. We’ve often wondered why this is, but have come up with no set conclusions. But in the court of expert brand marketing, the defendants in these cases can expect to pay the price for their crimes against better marketing. In this article, we will explore why many law firm websites are guilty of bad marketing practices with specific examples. The wonderful thing to realize is that it doesn’t have to be this way, and redemption is possible.
1. Overwhelming and Confusing Content
One of the common bad marketing practices is having overwhelming and confusing content on the website. This includes long blocks of text, legal jargon, and too many pages that are difficult to navigate. This can cause potential clients to become frustrated and leave the website without finding the information they need.
For example, the law firm website for Bernhard Law Firm PLLC has a cluttered homepage with too much text and small font size, making it difficult to read and overwhelming to navigate. Additionally, the content is filled with legal jargon that may be difficult for potential clients to understand.
2. Lack of Transparency and Personalization
Another bad marketing practice transgressed is the lack of transparency and personalization on law firm websites. This includes not providing enough information about the lawyers, their experience, and their areas of expertise. Potential clients want to know who they will be working with and their qualifications before they decide to hire a lawyer.
For example, the website for Sullivan Papain Block McGrath Coffinas & Cannavo, P.C. does not provide much information about the lawyers or their experience. The “Our Attorneys” page only includes their names and photos, without any additional information about their practice areas or qualifications. This lack of transparency can make potential clients feel uncertain about the firm’s abilities and may cause them to look elsewhere for legal representation.
3. Lack of Visual Appeal and Mobile Optimization
Law firm websites that lack visual appeal and mobile optimization are also guilty of bad marketing practices. A website that is not visually appealing and does not function well on mobile devices can turn potential clients away. In today’s world, more than 60% of people use their mobile devices to search for information, including legal services.
For example, the website for The Law Offices of John Day, P.C. has a dated design with low-quality images that are not visually appealing. The website also does not function well on mobile devices, making it difficult for potential clients to navigate and find the information they need.
4. Focusing Too Much on the Firm, Not the Client
Another bad marketing practice is focusing too much on the firm and not the client. Law firm websites that only talk about the firm’s achievements and accolades may not resonate with potential clients. Clients want to know how the firm can help them solve their legal problems.
For example, the website for Morgan & Morgan only talks about the firm’s achievements and accolades, without focusing on how they can help their clients. The homepage includes a long list of verdicts and settlements, but there is no information on how they can help potential clients with their legal problems.
Many law firm websites are guilty of bad marketing practices that can turn potential clients away and damage their reputations. These bad practices can include, but are not limited to, overwhelming and confusing content, lack of transparency and personalization, lack of visual appeal and mobile optimization, and focusing too much on the firm and not the client. Law firms must prioritize the quality of their website design and content through the eyes of their customers, before they have a chance at winning trust and business.
(Fortunately, redemption is a simple click or phone call away.)
