A good law firm website is essential to getting new work for your firm, and your branding is integral to showing your law firm's skills, expertise and experience.
If done well, your website will convey your law firm’s personality and mission without using many words. Website branding for law firms allows clients to get to know your firm without asking questions: everything they need to know should be readily available.
Your Brand Identity
Before diving into website branding, defining your brand identity is crucial. Your brand identity encapsulates your brand's personality, values, and what makes your firm stand out. Ask yourself the following questions and consider how they might be reflected in your brand.
- What is your firm's mission and purpose? How can you show this in your website branding?
You could ask your current employees or clients to complete a survey that answers questions on how they see you. This could be by asking them what colours, people, or skills your firm represents. You could then use this as the basis of your branding. - Who is your target audience? It is all well and good stating that you want your firm's branding to be like, but what do your clients want to see?
Your use of colours, imagery and styles might vary depending on whether you are a family law firm, conveyancing firm or full-service firm. User research to determine your target audience’s preferences may be a sensible method of determining how to appeal directly to them. - What sets your firm apart from competitors? This is an essential question to ask yourself. Why are you different? How can you show this in your branding? What is it most important to convey to your clients through your website?
You can ask clients or employees what they think stands out about your firm using research methods such as surveys or interviews to assess what common trends in response to this question could be. It’s important to play into your uniqueness to stand out!
After you’ve thought about the answers to some of these questions, it’s time to consider how you might implement them into your law firm’s website branding.
Design and Layout
It’s key that your website is easily accessible and navigable. If your clients can’t find exactly what they’re looking for straight away, you can bet that they’re going to leave the site and give their service to one of your competitors in the blink of an eye. Your site should be functional from all devices, with a cohesive design and a smooth user experience.
Likewise, the design needs to reflect your personality. Are you a modern, data-based law firm? If so, consider a sleek, aesthetic design that conveys modernity and efficiency. If you’re a local family law firm, ensure your website is welcoming and familiar to your clientele.
Value Proposition
You need to let your prospective clients know exactly what they can get if they enlist your services. Ensuring that there is a clear mission statement or tagline on your website’s landing page will communicate this immediately, letting your website’s visitors know that your law firm will provide an accessible solution to their problem.
Talk to your team and best clients to ensure that everyone is on the same page. Consider your unique properties and communicate these concisely to show how your value proposition is more suitable than your competitors. It’s also important to really reinforce this across your law firm’s website branding, so pushing this message across the entire site is a crucial step toward successful branding.
Credibility
As a law firm, your value is intrinsically linked to your skill and ability to perform to the best of your ability, so it is vital that you are able to communicate this to a client so they know you’re the right firm for the job. Ensure that your accreditations, awards and achievements are proudly displayed and that you outwardly stay on top of legal news and changes with blog posts.
Likewise, case studies and testimonials from clients will connect with prospective customers who should trust the opinions of those in a similar position to them. You should also implement profiles of your team, giving a face and personality to the people responsible for solving a client’s profile before they begin any legal processes.
Personality and Values
You should have an idea of your values and how your personality should shine through to your clients. But it’s equally important to prove this to your clients as a key facet of law firm website branding. Attempting to establish yourself as a pillar of the community is a great way to increase trust in your brand.
Your brand’s personality and values should be reflected in the tone of voice and call to action in the copy of your law firm’s website. Remember, it’s important that you talk to your clients as you would in person. Embellishing your role in the community through blog posts and the like is also a smart way of reinforcing your status as a people-first law firm.
If you feel that your law firm would benefit from some expert consultancy to jazz up its website and improve your conversions, we're here to help! From web design to SEO optimisation and bespoke copywriting, our talented team will give your law firm the shot it needs to improve its performance massively.
Give our team a call today at