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Planning A Web Site With Some Punch

By Bruce MacEwen
April 01, 2003

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.

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