*This article appeared in the October 2019 edition of our newsletter
If you’ve ever hosted a dinner party, then you know how important it is to pull off a well-executed meal for your guests. A burned casserole, rubbery chicken, or fallen souffle can easily ruin the evening, prompting picked-at plates and hasty goodbyes. Worse, it can leave your friends with a bad impression and maybe even scare them away from future gatherings.
When it comes to successful marketing, an ineffective website is as disastrous as rubbery chicken. Your website is where your firm makes its first impression, and its design, navigability, and content can make or break your credibility. In other words, it could be the difference between clean plates and a good time, or departing quickly and unsatisfied!
At Spotlight Branding, we know how to keep prospective clients from fleeing the metaphorical dinner table.
People visiting a law firm website have two big questions: “Am I in the right place?” and “Are you the person I want to help me?” If you can address those concerns quickly, you’ve set yourself up for a successful dinner party. Here are the ingredients you’ll need.
- A HEAPING SPOONFUL OF DESIGN: An aesthetically pleasing, well-designed website properly represents the professionalism and quality of your firm. Look at it this way: Caring about your website’s appearance is the same as caring about how you look in the mirror. You wouldn’t go to work in a wrinkled suit, so your website should be similarly well-kept.
- A SCOOP OF STRATEGY: You can have the most beautiful design in the business, but, if you don’t make your areas of practice clear and easily define the next steps for a potential client, you won’t get the results you want. Make sure your website is intuitive, with clear buttons for your practice areas and tabs for extra features. And don’t forget to answer those big questions on the front page.
- A DASH OF SECRET SAUCE: Once you have your design and strategy nailed down, it’s time to sprinkle in the special features. Spotlight’s secret sauce has five ingredients: a clear brand statement or tagline, testimonials, blog posts and videos, a sign-up for a digital newsletter, and a free downloadable resource related to your practice. Rounding out your site with those indicators of expertise will bolster your reputation and attract quality clients.
If you want to put this recipe to the test, give Spotlight Branding a call today.
Spotlight Branding
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