Attorneys have to use a carefully guided strategy when they’re designing their websites. When someone is looking for legal representation, first impressions mean a lot. People likely won’t want to work with a firm that has a poorly designed website because they may interpret the deficiencies as being indicative or poor management or a lack of resources. In addition, law firms’ websites need to present entirely differently from those of other service providers; they can’t appear gimmicky or rife with clichés. Here are four tips on how to make your firm’s website functional, well-designed, and representative of your firm’s expertise.

1. Structure Your Site So It’s Easy to Navigate

Any good website needs to have fast load times. If people have to wait too long for a page to load, they may simply give up and move on to another site. Each page on your site should load quickly and be easy to find. Your headers should include readily understandable topics. Don’t put too much information on a single page; break down topics and themes as much as you can.

2. Avoid a Forced Salesy Approach

Law firms need their websites to convey professionalism and competence. They shouldn’t create the same sentiment of a website that’s selling something like cars or electronics. Let your firm’s commitment to your clients and your expertise in your field be the defining characteristics of your website. Don’t make promises and don’t brag about how much you’ve recovered for individual clients. No two representations are alike, and what you’ve helped a previous client recover isn’t really relevant to a prospective client. Instead, it makes you appear fixated on getting grand awards rather than helping people; someone who needs to recover a moderate amount of damages may feel put off.

3. Don’t Overhype Contingency Fees

Most people know what types of law firms operate on contingency fees, If your firm works on contingency agreements, don’t hammer the point of not paying anything unless a case is successful as though you’re offering a special deal that sets you apart. Likewise, don’t discuss your hourly rates for non-contingency related matters. Cost shouldn’t be a topic of focus until your consultation.

4. Demonstrate Your Knowledge

Including informative content on your website will make people more likely to spend a lot of time on your site. It establishes credibility and will lead clients to want to learn more from you. People could be more interested in scheduling a consultation with you when your site demonstrates that you have valuable knowledge and insight.