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Planning A Web Site With Some Punch
Law firm Web sites have largely converged toward a “standard model” that presents a few implicitly agreed-upon subjects. Consider the analogy to newspapers: Consensus has been achieved that the logical way to organize them is national news, opinion, local news, business, sports, lifestyle, etc. Within this consensus, tremendous variety in paper stock, layout, color, writing style and so forth can all thrive, but the “bone structure” is agreed upon.
When it comes to Web sites for law firms, certain best practices are beginning to emerge within the standard model. The standard model presents the following categories of information, often in these very words and close to the order listed here:
- About Us
- Practice Areas
- Offices
- Attorneys
- News/Publications
- Recruiting
- Contact/Feedback
These are the key areas. But how does one reach the target audience? Sites can't be designed without visitors in mind, as stories can't be told without readers in mind or cars built without drivers in mind.
The key questions for the law firm site design team are whether the site is:
- Effective in serving the anticipated needs of its target audiences;
- Congruent with the firm's real-world “brand essence;”
- Welcoming and accessible to a first-time visitor;
- Efficient and economical in catering to veteran visitors;
- Internally consistent in design, layout, navigation and tone of voice; and
- Designed from the point of view of the client or prospective client (good) or the sponsor firm (bad) or the information technology department that built it (appalling).
Try To Reflect Differences
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