A website is often a potential client’s first solid impression of any business, including law firms. Therefore, it is important that the design of the website be visually appealing and convey the competence of the firm. Here are some design trends to consider for your law firm’s website to help communicate the culture and experience of your firm.
Most law firms are aesthetically conservative. However, using bold colors on your website can be a great way to show off your firm’s personality. This can differentiate your firm from competitors, especially if you choose a non-traditional color.
Bold colors can drive the eye toward content you want your clients and prospects to focus on, as well as help users know how to navigate through your site. It can even evoke emotion. Bold colors are often the easiest way to make a statement.
Micro Animations on Websites
One trend gaining in popularity is the use of micro animations. These are small, simple animations that add visual interest to a website and guide the user through a page. They can be used to indicate where a user should click next, on which piece of content a user should focus, or to show the progress of a process (such as making load graphics more interesting.) Micro animations can simplify complicated information, can produce an emotional reaction, and, if done well, can be fun.
Minimalistic or Flat Website Design
Flat design has been popular for a few years now, and it doesn’t look like it’s going away anytime soon. This style uses simple shapes, fonts, and colors to create a minimalist look. It can be a great choice for law firms because it helps to focus attention on the content of the website. Bold colors and fewer design elements are a hallmark of a minimalistic design, with accent colors and iconography or stark photos often taking on a more important role in the design.
Text Only Website Hero Images
Your website’s hero image is one of the most important elements on the page. Often, when we think of a hero image, we envision a picture of some sort with overlaying type. But a trend that we are seeing is use of bold fonts and text-only hero images. The hero image is often the first thing your prospect or client will see, so it should be eye-catching and convey the intention of your website. This can help to draw attention quickly and get your message across clearly. Bold colors, interesting font selections, and strong messaging are often all that is needed to create the opening statement for your website.
Smart, Intentional Video
Video is a powerful marketing tool, and it’s important to use it on your website. Video is a great way to engage potential clients and share information about your firm. Additionally, video can help to improve the user experience of your website. However, it’s important to use video wisely. You don’t want to add video just for the sake of having it on your website. Instead, focus on creating smart, intentional videos that align with the goals of your website and the content it supports. On attorney bio pages, the video should be related to that attorney and their practice. On practice pages, video should showcase the firm’s thought leadership and experience in that particular area. Make sure your videos are well thought out, well-produced, and consistent with the firm’s messaging and branding.
Law firm websites are an opportunity to showcase the culture of your firm, as well as your experience. By implementing some of these website design principles, you can more clearly and effectively promote your message to your prospects and clients, making it easier for them to navigate through your website, consume more of your content, ultimately establishing your firm as leaders in your practices.