You've heard content is king. Believe it!
Hire ContentXperts to shape and mold your website content into words that work for you and excite your customers about your products and services.
"A Web site people cannot use is worse than having no Web site at all. "
For a Web designer who promotes that every business should have a Web
site, what a difficult statement! While I never advocate having an non-user
friendly Web site, I strongly believe that every business needs to realize
the importance of its web site and treat it as an important business asset
and marketing tool.
Not have a web site leaves a message with your clients and customers -- your company is very traditional, hangs on to the past and very slow in changing. However, web sites with poorly written content certainly display poor images of the owners and must drive away at least some (if not many) potential clients.
Not every firm can afford a web site using the latest in technology, but every firm can (and should) afford a nicely designed site with rich content worthy of repeat visitors.
Content demonstrates the intellect of the individuals within the firm. Displaying content with spelling and grammar errors speaks volumes about your firm's quality control and communication abilities. (Gosh, I wish I didn't have to say that as I now feel 6,000 pairs of eyes analyzing my grammar and spelling!)
Content also conjures up an image. If you are a down to earth, friendly firm, your web site content needs a friendly down to earth tone in its content. (Of course it goes without saying that even the friendliest law firm's web site shouldn't read like a pop music band's site.) So choose a website designer who understands or at least is very willing to learn about your industy and be able to match the design with potential buyers expect.
If your firm's culture is elite, very formal and for large corporate clients, the content on your web site needs a totally different tone, reflecting that elitist image.
Firms wanting to attract the "average Joe on the street" need content using words and images the common lay person understands and with which they can identify.
Web sites with poor navigation and poor usability features have little, if any, more value than sites with no information. Poor navigation frustrates the visitor and could potentially drive them away. What a shame to create content that no one ever finds!
Can a Law Firm Use Flash?
Flash by Adobe is a
fantastic tool with a problem. But the problem doesn't lay with the software
developer; it lays with the web site developer. Most of you know that Flash
requires a Flash player in order for the user to view Flash content. Macromedia
boasts that somewhere around 85% to 90% of web surfers now have the Flash
player. However, Flash movies also require longer downloads prior to users
reaching the content they seek. Herein lies the problem.
Don't misunderstand. The above reasons do not dispel the effectiveness of Flash when delivering certain types of content. But, it does mean that using Flash for content delivery requires a skilled Flash designer who also understands when and when not to use such a technology. Flash or Flash type content (.swf files, also see Swish) as splash pages intrigue new visitors, especially if used to deliver a quick, thought provoking message related to the firm's product or service. After one visit, visitors tend to want to skip these Flash introductions. Flash and Flash type content irritate return visitors if they can't quickly opt out and move along to the area of importance to them.
So, the first rule with Flash: Make it quick and make it easy to opt out and consider using it as merely one element on the page. Also consider using small Flash movies integrated into your content.
Javascript does not cause the same problems of usability and longer downloads.
Most (but not all) browsers now accept Java scripting. Javascript often
adds dynamic features to Web sites such as rollover buttons which then
allow additional or more detailed explanations; turn buttons, pop up tabs
and change text colors, all assisting in site navigation; block others
from framing a Web site's content, drop cookies for good and bad reasons,
etc. When done correctly, the designer ensures that while surfers with
browsers that don't properly render Java scripting miss the helpful navigation
features of Javascripts, they still can navigate the site. We recommend
including a second, but perhaps not so pretty, navigation system for these
types of users.
How does a typical law firm Web site accomplish standing out from the
crowd?
It's the content, stupid! Many designers pass along URLs of Web sites with
neat technology. We all run and look and wow over the latest and greatest
features. Many rush out and learn the technology and, unfortunately use
their new found tools on every site they create thereafter without thought
of the relevance.
Learning the technology isn't a bad idea if you are a designer, but knowing when to use it is just as important. Flashy designs may bring a visitor to your site, but are these visitors there to purchase and learn about your product or merely to see the designer's abilities. Fresh, interesting content makes visitors return day after day. Face it, flashy technology takes money; well developed content takes time and commitment.
In summary, I advise spending the money and the time commitment on the features which ensure repeat, loyal users. Insist on a site easy to navigate. Test the site with real, every day users before spending the time and money of advertising and search engine submission. Get feedback as to where people find the site difficult to navigate. Watch people navigate the site, see if a pattern of errors develop. Be willing to remove your favorite blinking graphic when you hear it annoys users. Better yet, don't put it up! Study colors and their meanings. Make sure your Web site's colors reflect and don't detract from your message. Most of all, develop content and then commit to continual development of new, fresh content.
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