If the primary objective of your next website is to “inspire and present the right firm image,” then don’t be surprised if it doesn’t perform much better than your former site.
While law firm websites are getting more visually interesting, they will not generate more inquiries that lead to new business until the primary focus is on helping clients easily find the information they are looking for.
Think Like a Potential Client
Before you get carried away with the aesthetic sweep of your website, heed the guidance of “Chicago School” of architecture progenitor Louis Sullivan — “Form ever follows function.” As Jessica Meher notes, that dictum starts with your site’s homepage. “A homepage needs to wear many hats and serve many audiences who come from many different places….In order for a homepage to work, it needs to meet its purpose and contain key elements that attract traffic, educate your visitors, and convert browsers into buyers.”
The following HubSpot annotation illustrates how to build a functional framework for a law firm website homepage. Once you build this, you can overlay it with “strong, compelling, and emotional images” that animate your brand.