To answer this question we refer to the law firms shortlisted for this year's 'Fast Fifty' report awards. Listing firms alphabetically under each of the four categories - Content, Usability, Design and Marketing - we have identified just some of the characteristics that constitute a high-scoring website.
Content...
Allen & Overy, DLA Piper, Freeth Cartwright, Linklaters, Nabarro
- High-scoring websites provide all the essential information needed to introduce the firm and its services. To give them an egde they add information that helps differentiate the firm, such as awards won, thought-leadership publications and case studies to show depth of experience.
- These firms typically use their websites as a means of communicating interactively with their clients through the use of online services designed to help streamline a variety of legal processes, which ultimately benefits the client. The effective use of new media tools such blogging, Podcasting and webcasting. RSS updates is also in evidence.
Usability...
Mishcon de Reya, Nabarro, SJ Berwin, Weightmans, Withers
- High-scoring websites provide well-structured and intuitive navigation, enabling visitors to find their way around the website and access required information quickly and easily.
- Website navigation, page structure and page layout all help give the visitor easy access to the information they need, and also enable easy assimilation of the content. The responsiveness of the site is good; pages download quickly, and there are no broken links or empty pages to spoil the online experience.
- The navigation system is designed to allow swift movement through the site. Menu subcategories are logical, and good menu labelling allows the user to identify the content of the subcategory without confusion. The use of cross-referencing links in the main body text (e.g. from biography to articles) enhances the user's experience.
Design...
Allen & Overy, Field Fisher Waterhouse, Mishcon de Reya, Nabarro, Trowers & Hamlins
- High-scoring websites are clean and well laid out and designed with a balanced use of original graphics and colour schemes.
- Attention is paid to subtle design elements: font sizes, horizontal lines and the use of colour to highlight sections of text all grab the attention and help to give the site pace.
- Design elements are used effectivelyto lift the content off the page and draw the visitor’s attention to the key information.
Marketing...
Allen & Overy, Freeth Cartwright, Herbert Smith, Irwin Mitchell, Nabarro
- Spanning 'branding' and 'positioning', high-scoring websites differentiate the firm effectively.
- The firm's values are communicated clearly, the purpose of the site is obvious and there is a distinct call to action.
- Case studies and client testimonials prove depth of experience.
- Websites communicate a strong corporate identity.
- The whole online experience enhances the visitor's perception of the firm
Click here to learn more about the 2008 Fast Fifty report, or contact Head of Research, James Tuke.