Law Firm Web Design Psychology
The Psychology Behind Marketing a Law Firm – Part II
Your law firm web design could very well be what’s keeping potential clients from contacting you. Think about that for a moment. Your web site is the first impression someone from the internet is going to have.
Disappoint a visitor with an unprofessional web site and you have chased away a new client. A solid design also means you need to communicate with your target audience. Communicating the right image is vital for your legal marketing strategy.
Last week we talked about communicating a professional, compassionate, design for personal injury lawyers, divorce lawyers, and a tougher image for bankruptcy lawyers. This week, we will talk about design communication for immigration law, criminal defense, and employment law.
Immigration Lawyers
Whereas many areas of the law should project a compassionate image, immigration lawyers can be less fluffy and more inspiring. A design that instills hope will best communicate with their target market. It would be completely inappropriate to stand in a dark room, looking tough, arms crossed, holding a gavel. That would not communicate with hopeful citizens. You should inspire hope with your design while instilling confidence with credentials.
Criminal Defense
Criminal defense attorneys have it a little easier. Depending on their target client base (white collar, DUI, domestic violence, sex crimes, etc) depends on the style they should approach. A white collar criminal defense lawyer should pursue a corporate look emphasizing historical successes. Whereas a DUI lawyer should focus on a personable look since their average client won’t respond to a sharp corporate image.
Employment Law
The image of employment law varies. Employer rights should be corporate but employee rights needs to appear personable. Employees needing employee rights attorneys are generally stressed, fearing their future (especially if they have already lost their job at the time), and will best respond to an image of compassion and competence. What exactly does that mean? The use of calming colors and imagery for the site’s design.
We have put a lot of time in this two part series on the branding psychology of a law firm’s web site.
Now take a look at your firm’s web site and see if you are truly getting the most out of it and your law firm marketing strategy.
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