October 05, 2011 Practice Points

Checklist for Creating a Unique Website for Solo and Small Firms

By Norayr Zurabyan

As the competition between U.S. law firms grows at an unprecedented pace, it becomes extremely vital for solo and small firms to wisely choose their firms' promotional methods. There are many legitimate promotion strategies that law firms typically employ. However, one promotion method that should always be used is a distinguished website.

Although a website requires significant detailed work to become notable and successful, using a checklist will provide helpful guidance. Accordingly, it is vital to outline all the steps and the details of the plan for a great website prior to developing the project. The following methods are some of the tactics that solo & small law firms can adopt to ensure an impressive website.

Determine a Well-Defined Target Market
A well-defined target market can be accomplished by first defining the distinct users of the website. After creating a separate record of competitors' universal resource locators (ULRs), it is important to ascertain the strengths and weaknesses of their websites. Finally, the website should stand apart from the crowd by its unique personality; this theory is known as unique selling proposition in marketing.

Identify the Firm's Objectives
Identifying the firm's own objectives will make the promotion strategy more efficient. Firms can also accomplish promotional efficiency by matching firms' objectives with their website. Thus, solo and small firms will be able to avoid causing inconvenience to clients, because clients will not visit law firms for matters in which the attorneys are not specialized.

Finding a Proper Name and Design for the Website
In the web-driven twenty-first century, professional name and design are crucial. To create a website that is visually pleasing, use whitespace and matching colors, logos, or other branding images. However, the website must be reasonably safe and easy to navigate to ensure security and prevent prospective client frustration. Additionally, the loading time of the pages should also be optimal not to turn away a potential client.

Receiving Constant Updates and Monitoring Traffic
Solo and small firms can also track statistics about their website visitors by installing Google Analytics. The website must be designed in a manner to enable firms to make constant updates to avoid having an outdated website.

Read more: Lawyerist.com

Norayr Zurabyan is at Loyola Law School in Los Angeles, California.


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