- Overall Design Goals
- Make it immediately clear what the firm does / what problem they solve
- Try to drive users deeper into the site
- Establish the firm’s credibility / authority
- Gain the visitors trust
- Be conversion-focused
- Colors/Images/ Themes
- Use local elements if possible (photos of landmarks or other recognizable POIs in the firm’s primary geo)
- Use imagery of the the business’s ideal client if compatible with the design (use your discretion)
- Use a color palette with at least 3 colors that includes at least one contrast color
- Headers / Hero / Navigation
- Be mindful of what is / is not included above the fold
- If the client offers free consults or free estimates, try to include that in the header or another high visibility area where the visitor may be at a decision-making step.
- Keep user experience in mind for navigation menu. Put high-traffic sub-pages in a bucket navigation, in addition to in the main menu
- For internal page hero images, we should use a maximum of 500px height on desktop to avoid pushing page content down too far.
- Body / Content Structure
- Try to create a “funnel” that leads the user into taking action
- If possible, showcase a process or what the client can expect working with the firm / business
- Ensure the content is scannable and focus / emphasis is drawn to conversion points (phone numbers, buttons, forms, etc).
- Make use of headings, subheadings and inline buttons accordingly
- Demonstrate how the firm / business can help solve the visitors problems / ease their concerns.
- If there is a problem that they solve, make them the “hero”.
- Try to make the visitor “like” the firm/business.
- It’s important for them to seem approachable if they will be trusting them with a legal matter or to perform an expensive service in their home, etc.
