A company’s website is a direct reflection of its day-to-day business operations. In some cases, the business is entirely web-based. We define this as digital. In such a model, all processes – from the initial introduction to the completion of a transaction – take place online. There is no physical address and no physical interaction between the parties.In other cases, which is currently the standard model, a business has both an online and an offline component. The online component, in one way or another, reflects and/or complements the company’s offline activity.
We refer to this reflection as a web projection. Within this projection, the key elements that characterise the business are isolated. They can be described through the means used for website development. The relationships between these elements are also represented. Their easy discovery and the ability to move quickly from one to another are of critical importance. We call this website navigation. These elements are pages, articles or other digital assets that form part of the website.
Through its content, the website owner presents their background, experience and capabilities. Here, however, we will narrow the discussion to a specific sector.
What does a law firm website represent?
A client enters an office where one or several solicitors welcome them and begin working on resolving their issue. They have numerous documents from previous clients, which the new client may already have heard about. Perhaps one of those clients has recommended the firm.At first glance, it can be difficult to identify any difference between law firms. After all, one might think their work is much the same. In reality, there is a substantial difference in the culture of legal practices. Here, however, we will focus only on their websites.
One common mistake that law firms make once they go online is the way they present the legal framework. They either create dedicated pages filled with links to institutions and legal acts, or they go further and download and „copy“ them directly onto the website.
In the first case, law firms create outbound links to other websites. In doing so, often without realising it, our friends improve the position of institutional websites in Google search results. The same effect applies in Bing and Yandex searches. At the same time, outbound links significantly outnumber inbound ones.
Let us consider the second case. What happens when entire legal documents are uploaded to the law firm’s website? The information becomes duplicated. The content of the website duplicates that of many other websites. It is reasonable to assume that the same document has already been uploaded, or is about to be uploaded, to the websites of firms operating in the same field. More than that, the original source of the information is the institution that produced the document: a ministry, parliament, municipality or another authority. This means the law firm’s website may be perceived as merely a site that „copies“ information.
Instead of copying and uploading the entire legal act, we recommend writing a brief interpretation or commentary. Whether this is 100 or 200 words does not matter – as much as the firm has to say, because the web design company will ensure the remaining word count requirements are met. The text should be presented to website visitors as an article focused on a specific issue. This approach has multiple benefits, provided it is not overdone and does not attempt to explain everything. Say little, but enough. In this way, users recognise the solicitors as professionals and are encouraged to contact them regarding that issue or another one. From that point on, the firm knows what to do. Website visitors have the opportunity to receive professional advice or interpretation.
Our experience shows that this type of online behaviour by law firms is effective for attracting and retaining potential clients. Even if they do not need the exact service at that moment, if the content is written clearly and simply, it remains memorable, and a few months later someone may seek their services. Naturally, the firm must also be recognisable in terms of its overall presence and identity.
The second advantage of writing interpretations and guidance is the creation of unique content. The content factor is the most important for achieving higher rankings in search engine results. This applies where the website is also technically optimised. At a minimum, this means clean code and compliance with the core requirements of page development.
