To a greater or lesser extent, all law firm website design firms are Template Jockeys. By that I mean they spin out variations on basic page layouts, site structure and imagery favored by law firms.
Think about it for a minute. Nine out of 10 law firm website home pages have a strong banner across the top featuring:
- A cityscape
- Lady Justice
- The scales of justice
- Lawyers with their arms crossed and/or leaning against a table
- A gavel
- Shelves of “law books”
- An upset person next to a car wreck (personal injury law)
- The American flag
- Any combination of the above
Why Are All Law Firm Website Designs Basically the Same?
Because 1) that’s what law firms expect and request and 2) budgets for law firm website design aren’t sufficient to support bespoke, coded-from-the-ground-up development. Therefore, adapting standard frameworks and templates is the only way they can make money with law firm clients.
Take for example the homepage boast of web design agency The Modern Firm:
We have worked with over 700 small law firm website design clients since 2000. Most of our clients choose us because we know what to do without being told.
I don’t know about you, but predictability and sameness aren’t qualities that I look for when I’m trying to differentiate my brand.
Spoiler Alert: It’s All WordPress
No matter how much law firm website design firms extol their ability to deliver “customized design, mobile-friendly responsive coding, easy editing controls, comprehensive content review and on-page search engine optimization,” the fact is those capabilities are all built into WordPress. WordPress is web software that can be used to build fully featured, attractive sites websites, blogs and apps. And there’s no learning curve. It’s as easy as following the recipe on a box of cake mix. Anyone can do it.
6 Most Important Factors When Choosing a Law Firm Website Design Firm
As we’ve discussed, the number of law firms sites that they’ve built has very little bearing on the abilities of a law firm website design firm — the bar is set very low. So what are the best selection criteria?
- They return your calls
- They are candid
- They challenge and surprise you, and make you think about your assumptions
- They don’t specialize in law firm websites; they have a breadth of experience across industries
- They delve deeply into your content and SEO strategies as much as the design
The best law firm website design firms are not the ones that have designed the most law firm websites. Look for a design firm that knows how to build your business, not just web pages.