“We work in a city!” – Is that all you got?
The harsh truth is that you can’t prove that you’re a high-quality law firm if your website shows a skyline; it’s psychologically inconsistent. It’s like walking into a doctor’s office and seeing a filthy lobby with ratty furniture — you’ll subconsciously start to question his/her technical skills. You sense that a brilliant physician wouldn’t have shabby furniture.
And your home page is your 24/7 lobby-to-the-world. It tells your story when you’re not around to do so. It should set the tone and convey your style and culture. What’s the nature of your practice? What makes you different? Why should a client hire you? What can they expect from your lawyers? How will they remember you later?
How many clients have ever said, “You know what I want from my law firm? I want them to work in a CITY.” It’s just not a decision-making issue.
Again – which of these two websites looks like the higher-quality firm? Aronberg Goldgehn is a small, creative firm where, we discovered the lawyers have a strong client-service philosophy — they really get “personal” with their clients. Does their original website convey that sense to the viewers? Of course not, it’s just a small skyline. But the “We Take It Personally TM” we developed to help convey this message helps generate some interest and gives them the chance to tell their story.
Today there remain so many small-firm websites that look like the left side, the “before” home page. Doesn’t the right side look more unique?