Breaking the Mold for Law Firm Websites: How to design a beautiful, impactful website (within a consensus-driven culture)

Large law firms face a unique challenge in website design. The task of creating a striking online presence that distinguishes your firm from competitors can be daunting. Why? Because most law firms want to be perceived the same way: smart, expert, trustworthy, and experienced.

So, how do you create something that truly sets your firm apart? By focusing on the unique characteristics of your particular law firm.

Is your firm growing rapidly? Are you expanding internationally? Do you pride yourself on a collegial atmosphere or partner-level service?

Once you understand what truly distinguishes your firm – even if those characteristics don’t seem particularly remarkable at first glance – you’re well on your way to creating a unique, striking website design that positions your firm for success. 

The Pitfall of Consensus-Driven Design

You've likely experienced a scenario similar to this: a committee gathers to discuss the firm's new website, and suddenly, everyone’s an art critic. The result? A design that’s about as exciting as watching paint dry.

Why does this happen? Large law firms are complex beasts. You’re serving dozens of industries, offering hundreds of services, and spanning numerous locations. And partners who serve different types of clients have divergent ideas about how the firm should be portrayed online. It's a classic case of “too many cooks in the kitchen,” which predictably leads to lackluster design choices usually involving generic stock photos and tired legal imagery like gavels and conference rooms -- which will never set your firm apart.

The Tagline Trap

Many firms fall into the trap of thinking a catchy tagline will help guide them to a distinctive online presence. They spend months trying to distill their entire firm’s essence into a single phrase. The result is typically a bland statement that could apply to practically any law firm, anywhere.

Consider this gem: “Expertise. Responsiveness. Results.” Sound familiar? It’s the kind of tagline that’s so generic, it might as well say, “We’re a firm, like other law firms, that does law firm things.”

So, what’s the solution? Consider abandoning the dream of a universally agreed-upon headline or tagline. For most large firms, it’s a waste of time.

Position Your Firm “Silently” 

For most sizable law firms, abandoning the dream of a unifying headline or tagline (that will miraculously anchor your website design) is not just liberating – it’s necessary to move the project forward. 

Instead, consider the alternative approach: silent positioning – a particularly effective marketing technique for large firms, where finding a one-size-fits-all message can be very challenging.

But what exactly is silent positioning? It is the art of communicating your firm’s unique value proposition without relying on explicit taglines or headlines. Instead, you’re subtly expressing your firm’s identity through design, imagery, and carefully curated content.

Think of silent positioning as a way of showing potential clients your firm’s best qualities, rather than telling them.

But here’s the catch: for silent positioning to work, it needs to be rooted in clearly defined business goals. Start by identifying the key themes you want your website to reflect. Are you aiming to showcase your firm’s national reach? Or perhaps you want to highlight your expertise in cutting-edge industries?

Let’s look at a real-world example. We recently worked with a firm that had rapidly grown from a regional player to a national powerhouse. Their website’s key theme? “National reach.” But instead of plastering this message across their homepage, we used design elements and content to subtly communicate their expanded footprint:

• Interactive maps showcasing office locations
• Photography featuring diverse cityscapes
• Information graphics highlighting their nationwide reach
• Case studies featuring clients in diverse geographic growth areas

The result? A website that effectively communicated the firm’s growth and reach without resorting to boastful declarations.

Dispelling Misconceptions

To effectively apply silent positioning, you need to begin by compiling a list of your firm’s unique strengths. This typically includes positive attributes, such as having “the largest team of IP litigators in Ohio” or “specialized expertise in medical devices.” While this list of positive traits is a solid foundation, it’s not sufficient on its own.

For true design success, it’s equally important to define what your firm is not. Consider the misconceptions or negative perceptions that may exist in the marketplace that you would like to dispel. For instance:

• A firm that recently experienced notable departures may need to counter the idea that it’s unstable or vulnerable.
• A firm based in a smaller city might want to challenge the assumption that it can only manage local or smaller-scale cases.
• A firm known for handling routine insurance defense litigation might need to refute the notion that it can’t tackle high-profile or complex cases.

Often, the key to an impactful website design lies in addressing these misperceptions. Misperceptions can provide a focal point, helping to align everyone toward a clear and purposeful goal.

Overcoming Political Challenges with Silent Positioning

Let’s face it – law firms are hotbeds of internal politics. Sometimes, the most obvious positioning for your firm is the one you can’t publicly embrace. Silent positioning can be your secret weapon for navigating these tricky waters.

Picture this: a firm that’s 90% focused on real estate but can’t declare itself “New York’s Real Estate Firm” because a handful of partners outside that practice area would object. Sound familiar? This is where silent positioning shines.

In this case, we crafted a website that screamed “real estate” without ever saying those words. How? By infusing the site with images of towering skyscrapers and bustling construction sites. We prominently featured real estate case studies and articles. The message was clear as day, yet never explicitly stated.

This approach isn’t just for specialty firms. Many large national and global players use similar tactics. Their websites wholeheartedly convey “top-tier, global law firm” without ever uttering those exact words. It’s all in the imagery, the content focus, the overall design aesthetic, and even the navigation structure.

The beauty of silent positioning is its subtlety. It allows you to communicate your firm’s strengths and focus areas without ruffling any internal feathers. You’re not excluding anyone; you’re just strategically emphasizing certain aspects over others. Silent positioning lets you thread that needle, balancing diverse practice areas while still conveying a strong, cohesive message about who you are as a firm.

Crafting a Distinctive Digital Identity

Creating a striking website for your law firm doesn’t have to be about finding the perfect tagline or pleasing every partner. Distilling your firm’s essence into a visual narrative that speaks volumes without necessarily saying a word is a powerful alternative.

Silent positioning offers firms a clear path to effectively doing this. It can transform a website from bland to grand – and one of the best things about this approach is that it can overcome internal politics and market misperceptions, all while crafting a digital presence that truly sets you apart.

As marketers, we all know that for your website to be truly effective it must make a strong and positive impression on your target audience. By moving beyond generic themes and embracing your firm’s distinct characteristics, you can create a website that not only stands out in a sea of sameness but also resonates with the clients you want to attract.

It’s not always easy, but it’s definitely achievable. So, dare to break the mold – it can make all the difference.

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