Big Law Firm Websites: Instruct us, we’re approachable

February 16, 2011 at 8:46 am Leave a comment

Further to our recent post I’ve been having a look around more big firm websites and there is a clear pattern of strong personal imagery and this, combined with a more informal approach to bulletins and updates, is quite interesting as it reflects the requirements of online buyers in almost every area (i.e. they want to know more about who they are buying from).

At Moore Legal Technology we’re fortunate to have ready access to a senior marketing and advertising professional and when I asked her for comments she was unequivocal:

“Larger fims have obviously done their research and as a group they have found out that their clients wish them to be less stuffy, more personal and more approachable, and they are using this to try and differentiate themselves from their competitors. This becomes more and more difficult as other firms jump on the bandwagon thereby diluting the initial objective. “

The customers we work with generally have different objectives to the biggest firms in the country in that they are almost always looking to generate business online. This does not mean that they cannot benefit from observing the approach of others within their industry and beyond, in fact we are doing a lot of work at the moment bringing a personal touch to their websites (more integrated partner and solicitor images) with an element of peer review (customer testimonials) to encourage the bystander effect.

While they are unlikely to approve the budget for a photographer to snap them in boutique hotels there are a lot of options out there and we do our best to achieve what we can in accordance with goals, returns and approved spend.

This approach can perhaps be seen as a step down from the biggest firms in that we are looking to use techniques to draw out enquiries from people that have never heard of our customers before. Ultimately we are all looking to achieve a goal with what we do online and for smaller firms it is an issue of giving some real though to what you do want to achieve before blindly commissioning someone to ‘sort out your website’ for you.

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Entry filed under: Law Firm SEO, Legal Website Design, Moore Legal Technology.

Big Law Firm Websites: Instruct Us, We Look Good. Are you making the most out of your content? Check No.1

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