The answer is a 100% yes. Once you know your audience, everything else about your firm’s website falls into place, including things like your site’s structure, content, and design. Think of a letter you write on behalf of a client. There’s no way you’ll write an effective personal injury demand letter if you think your intended audience is versed in bankruptcy matters. Websites work in the same way.
Does Your Audience Affect Your Site’s Structure?
It definitely can. Your particular audience will usually have a direct impact on what pages and features you will include on your site.
For example, an estate planning firm might want to include on their site the functionality to send out newsletters to remind clients to regularly update their wills and beneficiary designations.
A personal injury site will typically want a page on recent court or settlement victories.
Further, many law firm sites will likely be interested in a payment portal.
Can Your Audience Influence Your Firm’s Web Content?
Absolutely. When contemplating your audience, it’s usually a good idea to imagine one ideal person that represents your audience. You then want to include content on your site that directly speaks to that person.
Your communications with this fictitious person will likely vary depending on the area you practice in.
For example, a firm specializing in business litigation often has more sophisticated clients then say a criminal defense firm. The litigation firm can then incorporate legal content into its site that is a bit more sophisticated as well.
But for the criminal defense firm, it might want to include a blog that sites specific criminal statutes. This way, if a person is charged with a crime and runs a Google search for the statute under which he/she is charged, the person may see the firm’s blog.
How Does Audience Impact Design?
A website design involves elements like:
- Color schemes,
- Font sizes and styles, and
- Photos.
You can’t land on any of the above until you know what clientele you’re targeting.
Consider, for example, a criminal defense firm and an estate planning firm. The target audience for each varies widely and this disparity will have a profound impact on the overall design for the firm’s website.
Differences in potential clients means the necessity to choose a website design that caters to your particular audience.
How Does a Law Firm Determine its Website Audience?
Many practicing attorneys will know the nature of their clients. These clients will also have many commonalities. Your ideal audience is one comprised of these common features.
There are also several questions you can ask yourself to aid in getting to know your target audience. These are:
- What do my clients care about?
- What are their goals?
- In which geographic region do my clients live?
- How much prior knowledge do my clients have about the area of the law in which you practice in?
- Why are your clients visiting the firm’s website?
- Is there any defining demographic information as to my clients?
Once you answer these questions, you can better envision that one person that represents your audience as a whole.
Defacto Digital is Here to Help!
Defacto Digital has been helping attorneys and law firms build a successful web presence for over 20 years. Our team stands ready to help you either create your first virtual office or make your existing website more accessible, rewarding, and effective.
Our websites are created by a skilled website developer with years of experience. The content for your site is drafted by a licensed attorney (turned legal marketer) who knows how to connect with clients and clearly communicate legal issues.
Simply contact us today and let us begin to market your firm in the direction that it wants to go…up! No matter your practice area, we’ve got you covered. Websites that work, always!