Creating a brand and “personality” for your law firm is the first step in a strategy that rockets you past your competitors. But you need that branding to be consistent—ESPECIALLY online, where your perfect clients and referral sources often see you first and interact with you the most.
Do you want to stand out from your competitors? Do you want to build trust and recognition with potential clients and partner businesses? Do you want to show the world who you are, what you stand for, and what you do for clients?
Then check out the four tips below for creating a truly compelling consistency between your branding and your law firm’s website design.
1. Your Logo Is the Online Avatar of Your Law Firm’s Brand
Your logo is on your letterhead, in your emails, and on the sign that hangs outside your door. Is it on your website, too? Your logo is one of the most recognizable pieces of branding for your law firm, and people associate that image not only with your business as an entity but also with who you are and what you can do for them.
Every time your potential clients see your logo, it’s like a little reminder that they’re in good hands with a brand they can trust. That’s huge in a business that revolves around clients coming to you with their most sensitive legal issues!
Of course, most law firms already have a logo. Like we said above, you probably already use it on your letterhead and in communications from your office. However, getting the most out of your brand logo isn’t as easy as slapping it up on your website and calling it done.
The designer of your law firm’s website needs to put a little more thought into how your logo looks on the page and how it’s used. For example, our web design team will sit down with new clients and talk through issues like:
- Does the logo on your website match the logo you use in other places? Your logo image should match the logo you use in other places. This might seem obvious, but a lot of law firms rethink their logos when they build a new website. While there’s nothing wrong with that, it can be a problem when they then end up using their old logos “IRL” while using the new logo online. It’s confusing to potential clients, who are left wondering if both logos really come from the same business.
- Will your logo work on the Web? Of course, your logo image should be of high enough quality that it doesn’t appear pixelated or grainy when you use it online. However, you also have to realize that not every font or color will look good online, and there can be a lot of variance between browsers. Since you’re really going for consistency, it’s essential to work with your designer to develop a version of your logo that is still recognizable as YOUR logo, but also plays nice when displayed online.
- Where will your logo appear? Your logo should probably appear at the top of most pages of your website, with a few exceptions, so your website feels cohesive from your homepage to your blog to your main practice area pages. The repetition of the image and consistent use throughout your online materials builds the recognition and association in people’s minds, and they’ll be able to pick you out of the crowd of competitors when they’re ready to talk to an attorney.
Your website designer should also create a “favicon” that matches your logo. This image appears in various places on visitors’ browsers, such as next to the address bar when they visit your site or next to your website address in their bookmarks.
With all that in place, your logo should be ready to rock! However, you also have to go beyond just your logo if you want your branding to stick with potential clients and referral sources.
So, let’s move on to our second tip.
2. The Colors You Use in Your Law Firm’s Website Design Matter Just as Much as Your Logo
People connect with color, and they often recognize brands as much by their color schemes as they do with their logos—if not more! So, if you want to create real brand consistency between “real life” and your website, then you really need to consider color.
You want the color scheme you use for your website to match as closely as possible to the colors you use offline, while still being “web safe.” You also want to use your main colors subtly throughout your website, so that visitors get a comfortingly consistent experience no matter what page they land on or navigate to. The color scheme continually reminds them that they’re getting this information from YOUR law firm—not some faceless, nameless website that’s quickly forgotten.
Not sure how to pick the right colors and use them effectively for branding your website? Check out this guide on how to choose the right color scheme for your website.
3. Update Your Content to Match Your Brand's New Personality
If you’re creating a new brand or rebranding your firm, the content on your website will also obviously need an update to match your new tone and message. However, it isn’t ALL about the text you write.
How your content works in your law firm’s website design is a big deal. What you choose to feature on main pages, how your content pages look, and how it all links together all play a part in the “vibes” you give off to potential clients. For example, if your homepage features a panel with links to in-depth articles explaining heavy legal topics, then you create a more formal tone. If you feature a panel full of links to fun blog posts or quick FAQs, you’ll give off more casual or friendly vibes.
And that’s just one example!
With a smart design, you can essentially tell your “brand story” through featured content. Some options for doing so might include:
- Using banners and panels to highlight your very best or most popular pieces of content, especially on your homepage and other core pages.
- Using your “About Us” page to explain your brand message and introduce your team.
- Putting your most compelling testimonials and case stories in front of visitors, especially on pages where they are likely to convert.
- Adding high-quality photos of your office, your team, and other people or places that are relevant to your practice.
- Featuring videos of your happy clients, your team in action, and your team explaining important concepts or offering helpful tips.
And, of course, like most of the other pages of your website, your content pages should also repeat your logo and colors for a consistent experience.
That’s the third tip in the bag! But, before we send you on your well-branded way, there’s one more thing we need to talk about.
4. Take Your Law Firm’s Branding Beyond Your Website
It doesn’t hurt to think beyond your website, even in the design phase. Most successful digital marketing strategies include a whole machine of different avenues. However, getting all those digital tactics to harmonize into one, big strategy is a lot easier if your branding is consistent across the board, right from the get-go.
Will you need to update social media sites (like Facebook, Twitter, and LinkedIn) with your new logo? Will you need a banner image to use in your profiles? Do you have your logo, colors, and other branding signals ready to go for your videos and YouTube? You probably need ALL the above, and maybe even more.
If you let your law firm’s web design team know that you plan to use banners, logos, images, etc. beyond your website, we can build those elements so that they work on social media, in email, or wherever else you need to use them. While it might not have a lot to do with the individual design of your website, it DOES have a lot to do with how well you can carry your branding to every segment of your online audience. So, it’s definitely worth thinking about!
Now, with all those things in place, and a great design foundation to work from, you know that your branding game is on target and ready to rock.
Design a Brand That Attracts the Right Kind of Attention
A brand isn’t really born overnight. While you might have the ideas in your mind and color choices written down, you have to be intentional and consistent over time to get your branding to stick in the minds of your perfect clients.
Need a hand getting your website to harmonize with your branding? Contact our award-winning design team at 888.886.0939 or sign up for a law firm website design consultation now.