We have done many posts in this space on the value of including quality content on your website as well as the importance of navigation and information architecture.  However, that does not mean that the visual aesthetics of a law firm website are to be overlooked.  The colors, images, and font that you use on your site play a role in how your firm is perceived by those visiting your site and can further enforce the message you are trying to get across in your content.

If you can create a custom website, then you will have a lot of  flexibility in terms of design. However, it is also likely that you will be choosing from among pre-set templates or themes, depending on what type of platform you are using.  These can  still allow you plenty of  options for color, theme and layout and are easy to adjust  if you change your mind down the road.

Personal preference will of course play a part but it is important to think about what you are trying to convey to your website visitors.  Does the look of your website support and echo the content included there?

First and foremost, you want a look that is clean and professional and is not distracting from your purpose of educating visitors about your firm.  Make sure that colors, fonts and logos are uniform throughout the site. If you are using a template or theme, some of the work in this respect will already be done for you.

In the case of legal marketing, most likely your practice area will influence the look and feel of your website.  Let’s take a look at some examples.  This  Los Angeles wrongful death attorney, has a tagline underneath their logo “Serious Injury Lawyers” and the look of the site echoes that same message of gravitas. The have kept the design simple and uniform from page to page and they have employed a strong color pallete for the font and logo, using reds and blacks. Red also conveys a sense of  energy and passion which is appropriate as these attorneys are handling cases involving life and death.

For practice areas that fall within business or financial issues a more reserved pallete often works better. This  Houston bankruptcy attorney chose blues and greens most likely in an effort to convey the image of an practice that handles sensitive financial matters with discretion.  However, take a look at the tagline on this site, “You are not alone. 1,625,208 people filed for bankruptcy protection last year.”  The shade of blue used on the site is light and soft which echoes the message of reassurance to potential clients that they “are not alone” and that the firm can help them navigate through the difficult financial position in which they find themselves currently.

The theme of your website is not set in stone, but by thinking about what kind of practice you want to have, and what message you are trying to convey you can zero in on what theme works best for the image you wish to project.