Redesigning your law firm’s website is a high-stakes project that will either elevate your brand or hurt your reputation.
You know that a site should attract clients, rank well on Google and reflect your expertise. But did you know that one wrong move could lead to lost traffic, frustrated prospects or even a dip in your search rankings?
The good news? A redesign done right can yield big returns. The key is knowing which pitfalls to avoid. Here are the top five errors to avoid when redesigning a law firm website to ensure your new site leads to better results, not setbacks.
#1 – Bringing your current content over, as is
Don’t do it! Content ages. What was valuable a few years ago may no longer be relevant or effective. Plus, you have more data now than you did when you first posted it.
A redesign is your chance to audit your pages and keep only what’s working.
- Audit your content: Check metrics like traffic and bounce rates.
- Remove low-performing pages: If a page is not indexed by Google or has high exit rates, it may be hurting your SEO.
- Update valuable content: Refresh high-traffic pages to keep them relevant and engaging.
Let data—not your gut—guide your decisions about which content to migrate. Pull reports, speak with your developer and be ruthless. “Valuable” is a moving target. If you cannot improve something or it’s not relevant to your clients, remove it.
#2 – Not making it accessible
While you’re improving things, seize this moment to make your new site accessible.
Accessibility is critical, not just for legal compliance, but also to provide a better user experience for everyone. We’ve seen it: An accessible site improves SEO, expands your potential client base and enhances your firm’s reputation.
- Follow WCAG guidelines: Use alt text, make your content keyboard-friendly and ensure readability.
- Test your site’s accessibility: Check for functionality so you can fix barriers.
Designing for accessibility from the beginning is by far the easiest option, which is why all our turn-key sites are built with accessibility in mind.
ADA compliance is desirable for Google and it’s just good business sense. It means that people using screen readers and other accessibility technology will be able to navigate your site seamlessly. Since you’re reworking the design anyway, we encourage you to prioritize accessibility now rather than later.
#3 – Not getting updated photos
Now is the time to spend the money on improving your image. Old, outdated photos can make your firm appear behind the times.
Authentic visuals build trust with prospective clients by making your firm appear approachable and professional. Make sure you get fresh, high-quality photos that reflect your current team, office and services.
- Book a professional photoshoot: Ask for images that include your team’s headshots as well as informal interactions that capture your office culture.
- Optimize for web: Get high-quality images that will load quickly to maintain both visual appeal and performance.
While you’re at it, update your business cards and flyers with the new visuals, too.
#4 – Not answering your prospects’ questions
Most lawyers are failing to provide immediate information about legal services and pricing models, according to Clio’s 2024 Legal Trends Report.
So, be better than your competitors! If your site doesn’t immediately address the concerns of a prospective client, they’ll leave and go elsewhere.
- Analyze: Conduct thorough research or analyze past inquiries to understand what your prospects want.
- Addressing: Explain your services, fees and how you can help—answer all common questions.
- Highlight: Make it clear what sets you apart from your competitors. Use videos and text to showcase your value proposition.
Formatting is key, too. This information needs to be easy to find and clearly presented on your site. Work with a copywriter to get this content crisp and clean—and remember to test it on mobile.
#5 – Forgetting about redirects
Redesigning your website without setting up proper redirects can tank your SEO overnight.
If you change URLs without redirecting old pages to new ones, it’ll result in broken links and frustrated users. It can also send a signal to search engines that your site isn’t trustworthy.
Make redirects a top priority during your relaunch. Be proactive with your 301 redirects and work with a developer to plan all URL changes carefully. This will protect your rankings to help you avoid lost traffic and missed client opportunities.
Now is a good time to update your 404 error page, too.
Review and next steps
By auditing your content, prioritizing accessibility, updating visuals, answering client questions, and setting up proper redirects, you can ensure that your redesigned site performs at its best.
Take the time to get it right now, and the rewards will follow. For expert guidance, consider working with professionals who specialize in building and optimizing legal websites. We love to see you succeed.
