The Business of Branding: Websites Aren't Built in a Day

After the designs are approved, the site is ready to go into development. This is typically the phase of the project when it appears to go dormant while the “techies” do their jobs. Development involves the bulk of the programming work for the website, as well as content migration or data entry. This is an excellent time for the firm to work on new content, make final selections of imagery and/or photography for the site, and finalize any unique aspects such as shooting a video, developing an online event calendar system and registration, etc. During development, your site is being coded on the back-end platform with a content management system so that the firm's website will function properly.

Back-end Platforms

Law firms have a variety of back-end platforms and content management systems to choose from, so it's important that firms carefully consider their needs. Many website developers look to develop a “one-stop” solution that they believe is suitable for most law firms. However, there are so many different requirements and choices now that there is no one solution that addresses every law firm's needs. Some firms choose to work with a company that offers a proprietary back-end with around-the-clock support, including data entry. This system is a nice fit for smaller firms that may not have the staff or internal resources to handle all of the data entry that a website requires to keep the content current. Working with an outside web provider that offers full-service support, allows law firms to rely on this resource to keep their site up-to-date and take care of all of their technical and data entry needs. This type of service typically requires a monthly retainer arrangement.

Another approach is for a firm to work with a developer or agency that has established its own proprietary backend platform and CMS. The firm may either purchase or license these from the provider with the understanding that there will be additional, ongoing fees for a separate support plan, depending on the level of service the firm needs from the developer. This system is typically attractive to firms that have staff responsible for data entry, but also want some outside support when needed for larger more complex additions or revisions to the site. Many of these companies also provide clients with ongoing technology updates to their systems. Some firms like this approach because it offers them the freedom to update their sites as frequently as they need to, keeping the content fresh and current while having a support system in place when significant changes are required. Additionally, this level of service ensures that their technology is continuously being improved and updated. This level of service generally comes at a greater cost to the firm.

One type of back-end technology that is growing in popularity with law firms is “Open Source” technology. The reason firms like this is because it offers those firms that employ more tech-savvy staff members to have greater control over their own sites' data entry and updates without the need for a full-service outside provider for ongoing support ' and fees. While “Open Source” software may sound less secure, this is far from true. Branded Open Source technologies such as Drupal, Expression Engine, and WordPress have become so secure that even the White House website is built on an Open Source platform.

Multiple Devices

Law firms can no longer ignore how their websites are viewed and utilized on tablet screens, smart phones and mobile devices. A mobile website doesn't require that someone scroll left/right. It doesn't require that someone pinch and zoom to read text, either. On a mobile site, the navigation is built for efficiency, the images are optimized for quick loading and the content is minimized to be most effective. Additional, mobile-only functionality includes tap-to-call, tap-to-email and tap for Google Maps functionality. Today, firms should budget for a mobile optimization strategy when redesigning their websites.

One of the newer and most exciting forms of website design and development platforms is called “responsive design.” This means that when a visitor views your site on any type of device, the content of the site “responds” by making it easier to view based on the type of device being used. Basically, it is a back-end technology that automatically adapts to the viewer's screen regardless of the size of the screen, providing the most positive user experience. This is truly a website technology where one size fits every type of screen. While not many law firms have moved to this type of back-end platform yet, it is anticipated that more and more firms will do so in the near future.

Quality Assurance

After the site has been developed and coded, you might think it is ready for launch ' but not until it has gone through a vigorous review process most agencies call “quality assurance and testing” (QA testing for short). This is the time the firm has an opportunity to test the website, confirm everything is working as it is intended to work and check all links to be sure none are broken, as well as ensure that the databases are retrieving information correctly. QA for the web should include an initial site-specific test plan, a round of browser testing and a generous integration phase during which the client evaluates all of the functionality, the design team reviews to be sure all of the correct fonts are in use and the colors and designs are appearing correctly, and the developers confirm the navigation works as it was designed. This is also the time that the bulk of data entry is done by either the agency or firm staff.

There is typically some overlap between the test plan and browser testing. Common site functions, like form submissions, for example, can have unpredictable issues in different browsers. But once the site functionality has been thoroughly vetted, the site needs to be tested, page-by-page, in every type of browser that your clients may be using. Finally, QA does not ensure that a project will be 100% bug free. While some bugs can be quickly identified by QA, others are the result of unforeseen functionality conflicts that may not become evident until a site has been in use for some time. As with any development project, bugs like these should be expected and encountered with patience (in fact, some of the more expensive proprietary operating systems are extremely “buggy” when they launch). While the hope is that the various steps of QA will mitigate the frequency of any bugs occurring, you definitely should not be surprised when they show up.

Launch

Prior to launching your website, as many members of your team as possible should go through training on how to use the site's content management system. This will ensure that the firm always has someone in-house who knows how to enter new content, even if the firm's “webmaster” is out of the office. Also, understand that taking a website live is just the beginning. Yes, you should send out e-mail alerts to current clients announcing the rollout of your new website and use social media tools like Twitter, LinkedIn and Facebook to spread the word, but don't forget your internal audience when launching your new website.

Consider providing new mouse pads to the firm with the home-page image and the URL of the website. Have the browser automatically open on the firm's new website for the first 90 days. Encourage people to provide you with feedback and thank them for their input. The more involved you get the firm in the launch of your new website, the faster the word will spread, along with a greater sense of pride throughout the firm about its presence online and beyond. Accentuate the positive changes you have made and remind everyone that the work of a new website is never done. There are many reasons you went through this process but clearly something was no longer working with the firm's previous website that you have now addressed and changed for the better.

Article Review

This three-part series on websites has provided a comprehensive look at all of the aspects of building and designing a website. We would like to thank the readers of Marketing the Law Firm for their time and attention to this series of articles and in closing provide you with a final short overview of each step we have covered: 1) Make your case for a new firm website ' make your case compelling and back it up with data; 2.) Develop an effective content strategy and conduct competitive analysis of other law firm websites; 3.) The development of a creative work plan and information architecture as guides to a visual strategy for the website is a must; 4) Preparing a sitemap for the new website will serve as your initial blueprint for the site's “global” navigation and all the content that will fall underneath each of those headers; 5) The design of an interactive wireframe gives your firm the opportunity to review how the sitemap “comes to life” and provides an example of the creative direction of your new website; 6.) Understand that development is going to take time ' use this time wisely to become familiar with your new Content Management System and determine which type of hosting approach will work best for your firm; 7.) We live in a mobile world, your budget should include a plan for mobile optimization strategy for the website; 8.) Test, test, test. The quality assurance period is your time to make sure that everything is working as it is intended to work; 9) Engage your lawyers and professionals within the firm in the process, particularly as you get close to your launch date. Have people update their bios, revisit practice area organization, update practice area descriptions, even look at the attorney photos. The more involved you get the firm in the launch of your new website, the faster the word will spread along with a greater sense of pride throughout the firm about its presence online and beyond; and 10.) Finally, remember that you are developing a new website for your clients and prospects not for an internal audience. The more you write about your firm's value proposition the more successful your new site will be.

Conclusion

We hope this series helps you to have a better understanding of the entire website process, including each phase that goes into developing a winning new website. Launching a new law firm website is a colossal task that can be financially, physically and emotionally overwhelming. Having a team of professionals working with you in a collaborative manner will help you to develop a professional, clean look and feel while signaling to clients and potential clients that your firm is current and relevant and always there for them.

Jeffrey Morgan, a member of this newsletter's Board of Editors, is a Principal at Moir' Marketing Partners, a strategic branding and communications agency specializing in professional service firms. Reach him at [email protected] and connect with him on Linked-In and Twitter (@JeffreyMorganCA).

In the first two parts of this article, we've hopefully helped to educate law firm professionals on the many steps that are required in designing and building an effective website. In this final installment, we discuss the development phase and provide an overview'of the entire process.

Development

To many firms, when a website enters the development stage the project appears to go dormant ' or be in a “black hole.” But in reality, after the design concept has been established and approved, the design team continues with designing all of the remaining pages of your website, generally without content, but with headlines and key branding messages on your home page and other key pages. These help to establish a style of writing for the firm so that those responsible for the content, whether an in-house writer or a copywriter, have a clear understanding of messaging and style for each unique site. Once all of the designed pages and the navigation of the site are complete, the next step is for the firm to approve the designs, architecture, navigation and copy style. At this stage, the firm will have a good understanding of how the final site will look and feel to those visiting the new website once it is launched.

After the designs are approved, the site is ready to go into development. This is typically the phase of the project when it appears to go dormant while the “techies” do their jobs. Development involves the bulk of the programming work for the website, as well as content migration or data entry. This is an excellent time for the firm to work on new content, make final selections of imagery and/or photography for the site, and finalize any unique aspects such as shooting a video, developing an online event calendar system and registration, etc. During development, your site is being coded on the back-end platform with a content management system so that the firm's website will function properly.

Back-end Platforms

Law firms have a variety of back-end platforms and content management systems to choose from, so it's important that firms carefully consider their needs. Many website developers look to develop a “one-stop” solution that they believe is suitable for most law firms. However, there are so many different requirements and choices now that there is no one solution that addresses every law firm's needs. Some firms choose to work with a company that offers a proprietary back-end with around-the-clock support, including data entry. This system is a nice fit for smaller firms that may not have the staff or internal resources to handle all of the data entry that a website requires to keep the content current. Working with an outside web provider that offers full-service support, allows law firms to rely on this resource to keep their site up-to-date and take care of all of their technical and data entry needs. This type of service typically requires a monthly retainer arrangement.

Another approach is for a firm to work with a developer or agency that has established its own proprietary backend platform and CMS. The firm may either purchase or license these from the provider with the understanding that there will be additional, ongoing fees for a separate support plan, depending on the level of service the firm needs from the developer. This system is typically attractive to firms that have staff responsible for data entry, but also want some outside support when needed for larger more complex additions or revisions to the site. Many of these companies also provide clients with ongoing technology updates to their systems. Some firms like this approach because it offers them the freedom to update their sites as frequently as they need to, keeping the content fresh and current while having a support system in place when significant changes are required. Additionally, this level of service ensures that their technology is continuously being improved and updated. This level of service generally comes at a greater cost to the firm.

One type of back-end technology that is growing in popularity with law firms is “Open Source” technology. The reason firms like this is because it offers those firms that employ more tech-savvy staff members to have greater control over their own sites' data entry and updates without the need for a full-service outside provider for ongoing support ' and fees. While “Open Source” software may sound less secure, this is far from true. Branded Open Source technologies such as Drupal, Expression Engine, and WordPress have become so secure that even the White House website is built on an Open Source platform.

Multiple Devices

Law firms can no longer ignore how their websites are viewed and utilized on tablet screens, smart phones and mobile devices. A mobile website doesn't require that someone scroll left/right. It doesn't require that someone pinch and zoom to read text, either. On a mobile site, the navigation is built for efficiency, the images are optimized for quick loading and the content is minimized to be most effective. Additional, mobile-only functionality includes tap-to-call, tap-to-email and tap for Google Maps functionality. Today, firms should budget for a mobile optimization strategy when redesigning their websites.

One of the newer and most exciting forms of website design and development platforms is called “responsive design.” This means that when a visitor views your site on any type of device, the content of the site “responds” by making it easier to view based on the type of device being used. Basically, it is a back-end technology that automatically adapts to the viewer's screen regardless of the size of the screen, providing the most positive user experience. This is truly a website technology where one size fits every type of screen. While not many law firms have moved to this type of back-end platform yet, it is anticipated that more and more firms will do so in the near future.

Quality Assurance

After the site has been developed and coded, you might think it is ready for launch ' but not until it has gone through a vigorous review process most agencies call “quality assurance and testing” (QA testing for short). This is the time the firm has an opportunity to test the website, confirm everything is working as it is intended to work and check all links to be sure none are broken, as well as ensure that the databases are retrieving information correctly. QA for the web should include an initial site-specific test plan, a round of browser testing and a generous integration phase during which the client evaluates all of the functionality, the design team reviews to be sure all of the correct fonts are in use and the colors and designs are appearing correctly, and the developers confirm the navigation works as it was designed. This is also the time that the bulk of data entry is done by either the agency or firm staff.

There is typically some overlap between the test plan and browser testing. Common site functions, like form submissions, for example, can have unpredictable issues in different browsers. But once the site functionality has been thoroughly vetted, the site needs to be tested, page-by-page, in every type of browser that your clients may be using. Finally, QA does not ensure that a project will be 100% bug free. While some bugs can be quickly identified by QA, others are the result of unforeseen functionality conflicts that may not become evident until a site has been in use for some time. As with any development project, bugs like these should be expected and encountered with patience (in fact, some of the more expensive proprietary operating systems are extremely “buggy” when they launch). While the hope is that the various steps of QA will mitigate the frequency of any bugs occurring, you definitely should not be surprised when they show up.

Launch

Prior to launching your website, as many members of your team as possible should go through training on how to use the site's content management system. This will ensure that the firm always has someone in-house who knows how to enter new content, even if the firm's “webmaster” is out of the office. Also, understand that taking a website live is just the beginning. Yes, you should send out e-mail alerts to current clients announcing the rollout of your new website and use social media tools like Twitter, LinkedIn and Facebook to spread the word, but don't forget your internal audience when launching your new website.

Consider providing new mouse pads to the firm with the home-page image and the URL of the website. Have the browser automatically open on the firm's new website for the first 90 days. Encourage people to provide you with feedback and thank them for their input. The more involved you get the firm in the launch of your new website, the faster the word will spread, along with a greater sense of pride throughout the firm about its presence online and beyond. Accentuate the positive changes you have made and remind everyone that the work of a new website is never done. There are many reasons you went through this process but clearly something was no longer working with the firm's previous website that you have now addressed and changed for the better.

Article Review

This three-part series on websites has provided a comprehensive look at all of the aspects of building and designing a website. We would like to thank the readers of Marketing the Law Firm for their time and attention to this series of articles and in closing provide you with a final short overview of each step we have covered: 1) Make your case for a new firm website ' make your case compelling and back it up with data; 2.) Develop an effective content strategy and conduct competitive analysis of other law firm websites; 3.) The development of a creative work plan and information architecture as guides to a visual strategy for the website is a must; 4) Preparing a sitemap for the new website will serve as your initial blueprint for the site's “global” navigation and all the content that will fall underneath each of those headers; 5) The design of an interactive wireframe gives your firm the opportunity to review how the sitemap “comes to life” and provides an example of the creative direction of your new website; 6.) Understand that development is going to take time ' use this time wisely to become familiar with your new Content Management System and determine which type of hosting approach will work best for your firm; 7.) We live in a mobile world, your budget should include a plan for mobile optimization strategy for the website; 8.) Test, test, test. The quality assurance period is your time to make sure that everything is working as it is intended to work; 9) Engage your lawyers and professionals within the firm in the process, particularly as you get close to your launch date. Have people update their bios, revisit practice area organization, update practice area descriptions, even look at the attorney photos. The more involved you get the firm in the launch of your new website, the faster the word will spread along with a greater sense of pride throughout the firm about its presence online and beyond; and 10.) Finally, remember that you are developing a new website for your clients and prospects not for an internal audience. The more you write about your firm's value proposition the more successful your new site will be.

Conclusion

We hope this series helps you to have a better understanding of the entire website process, including each phase that goes into developing a winning new website. Launching a new law firm website is a colossal task that can be financially, physically and emotionally overwhelming. Having a team of professionals working with you in a collaborative manner will help you to develop a professional, clean look and feel while signaling to clients and potential clients that your firm is current and relevant and always there for them.

Jeffrey Morgan, a member of this newsletter's Board of Editors, is a Principal at Moir' Marketing Partners, a strategic branding and communications agency specializing in professional service firms. Reach him at [email protected] and connect with him on Linked-In and Twitter (@JeffreyMorganCA).