Law firm marketing and law firm websites specifically are undergoing some major changes, and this is another example of being on the bus, or under it. Some of the changes are big, like the use of graphics, increasing use of videos and typeface as a much bigger part of website design. Others are things we have been telling you about for years: engaging content that seeks to tap the emotion as well as the intellect of your visitors and fresh content, added to your website on the blog and practice area pages.
Mobile first, then desktop, in designing websites. Instead of designing a website for a desktop computer and then tweaking it to make it work for a phone or tablet, the starting point will be mobile responsive.
Visual elements are growing in importance. That means more videos, more graphics and more color. A page of text, no matter how well written, won’t stand a chance on its own. Have you seen the GIFs—high quality animations—that you can now send along with a text message on your phone? Expect to see them on websites, as a screen background as well as “little movies” on your website.
Videos with Hollywood-quality production values. The days of tabletop interviews with lawyers in legal libraries are gone. That’s why IMS has invested in state-of-the-art video production, including the use of video drones and high quality editing equipment. Also, videos on lawyer bio pages, letting lawyers show their human side. Key phrase for the year: emotional engagement.
Color is coming back! The traditional forest green website evolved into today’s grey and blue website. Around the corner are vibrant colors, including contrasting colors, the use of gradient (shading from intense to an almost white fade across the screen), paired with bold graphics.
Want to move the needle in 2017? Your website is a good place to start. Submit a support ticket or call James at 877-352-2021 ext. 80.