Some firms have had a website for years, others have had several different generations of their site the past decade, while still others have yet to advance beyond using an AOL or Yahoo e-mail address.

Years ago, it was enough to have a website that served as a firm’s electronic business card. In fact, in browsing some small and large firm websites, I’ve found a fair number that seem the equivalent of an electronic brochure. While this may give potential clients basic information about a firm, it may not be enough to get a signed retainer. Today, firms serious about attracting good clients and retaining existing ones should consider their electronic presence.

Designing a good website is similar to creating an effective résumé — you must assume the reader will spend only a few seconds looking at it, so you must call attention to the most important information.

Regardless of a firm’s size or budget, the website home page should clearly state the firm’s name, address and telephone number. Ideally, it should quickly provide a summary of what the firm does (and, if applicable, doesn’t do). Remember, potential clients don’t always see their problem as “litigation,” especially if they’re trying to evaluate a problem. Site navigation — buttons or a design that allows viewers to select different sections of a website — should be simple, clear and consistent from page to page.

Have you ever seen a trade show booth, read all the signs and still didn’t have a clue what the company did or what services it offered? Don’t make it hard for people to figure out what you do. Look at your site from a potential client’s perspective. After all, one of the main reasons for having an attractive and informative website is to attract new business. Clearly spell out your services — in terms someone who hasn’t gone to law school can understand. If, however, new clients tend to be referred by other attorneys, the wording and terms used should be addressed to a lawyer audience.

I was amazed how many home pages have fancy graphics but are missing such vital information as the firm’s address and phone number. While graphics and design have an important role, these shouldn’t take the place of important content.

Whether it involves designing stationery, a brochure, a slide show, a seminar flier or a website, there are certain basic elements of design. It all can best be summarized as “less is more.” In other words, keep things simple and informative.

Key elements

Many people still don’t have high-speed internet access. When someone types in your online address, the site should load quickly, even with a dialup account. The entire home page should fit on a single screen when viewed with a 640 by 460 pixel monitor setting. This means being able to see an entire home page at once without scrolling, even on an ancient monitor. The website’s other pages also should focus key information in that first section of the screen. Assume you have only three seconds or less to grab the reader’s attention.

Web pages loaded with text should be broken up with space, photos, subheadings or quotes. Consider the site’s overall look and ensure there is design continuity, that every page looks like it belongs. Use the same design and colors throughout to visually connect the site.

The background shouldn’t distract or interrupt readers from the main message. Think about slide presentations with busy backgrounds and consider how much these focus your attention on the background instead of the points the speaker is trying to make. Similarly, a busy background can detract from important information on a website.

As the population ages, text should be big enough to read but not so large that it doesn’t fit in a single window. Similarly, don’t force viewers into a lot of scrolling or navigating. If using columns of text, be aware screen columns aren’t as wide as those in a book or newspaper. On screen, narrower columns are easier to read.

Guides to navigation

Website navigation is critical, starting with consistent buttons and bars that are easy to understand and use. Beware of installing a substitute for the normal mouse pointer. In such cases, I’ve found that instead of dragging the mouse to a desired location and being able to click, I invariably clicked on the wrong part of the screen because of the design of the substitute pointer. Websites or computer programs aimed at young children often use a mouse pointer that changes into another shape. While it’s helpful for youngsters, it’s very difficult for adults.

The navigation buttons and bars should be consistent and always provide an easy way to return to the home page. They should give visitors a clue about the page they’re on within the site. A large site should include a search tool and an index or site map that graphically shows the different pages and their relationships to one another.

Links to other sites should be underlined, since that’s the most frequently used convention. You also can assign a color but try to stay within the recognized conventions.

Graphics should be used carefully and thoughtfully. Navigation buttons shouldn’t be too big or bizarre. Odd colors or shapes take away from the message. Color schemes should be easy on the eyes. Yellow over orange will have people exiting a website as fast as they can. Dark backgrounds also are hard on the eyes. There’s a reason books and newspapers use black ink on white paper.

Finally, minimize sounds and movements. A law firm’s website shouldn’t resemble a child’s cartoon. If you insist on animation or sound, make sure it’s short and turns itself off.

Practical information

When designing a website, consider the information clients and potential clients request. If there are constant calls about where to park, consider a page with directions including parking information. You then can refer people to your site when making an appointment instead of staff repeatedly taking time to provide such information.

I’m also struck by how many firms don’t clearly list their services in terms potential clients would understand. Too often, the site consists of a list of practice areas rather than a more descriptive list of services. Consider “trusts and estates” or “elder law” compared to “health, financial and legal planning for parents and grandparents to provide peace of mind” or something comparable. Remember, it’s the rare client who enters your office with a “contract” problem. Rather, it’s described as a dispute over employment terms or something similar. Focus the website list on services and benefits offered to prospective clients as well as existing ones who might have additional work.

For smaller firms, it’s a nice touch to include biographies and photos of both attorneys and staff. Many clients will have more contact with staff than the attorneys. It’s always nice to connect a face with a name.

Follow the rules

Websites are a passive form of marketing. People must make the effort to find the site and read about you. There is an art to getting a web page listed effectively on search engines like Google, Yahoo and MSN. Each search engine has its own rules and those are constantly changing.

The other aspect of online marketing is using the website to find ways to regularly contact those who express an interest in your firm’s services. First, be sure the site includes an email address for follow-up queries. Then make sure someone regularly and timely responds.
If you want to be more active in reaching potential clients, consider an email newsletter and offer a form on your site where visitors can sign up for specific topics.

I’ve been helping maintain my children’s school PTA websites. Initially, I updated them weekly with fliers sent home. Eventually, I realized that despite my diligence, very few parents knew about the website or that it was regularly updated. When I began collecting parents’ e-mail addresses, I was able to make my work worth the effort by sending a weekly e-mail to parents informing them about the new information on the site.

After several years, the sites have many more visitors, and I know parents appreciate the service because I hear from them when I don’t update the site as quickly! This technique is relatively simple, even for tech-challenged lawyers. The benefits of having an informative website and regularly contacting clients and potential clients cannot be understated.

Carol L. Schlein is president of Law Office Systems in Montclair, a training and consulting firm specializing in law firm automation. Copies of previous columns are on her company website, www.losinc.com. For information about her quarterly meetings for Time Matters users, check the website or e-mail info@losinc.com. Schlein formerly chaired the Computer and Technology Division of the ABA Law Practice Management Section.

Questions for Carol L. Schlein on law office technology may be faxed to New Jersey Lawyer at (732) 650-7010, e-mailed to news@njlnews.com or mailed to “Law Technology Questions,” New Jersey Lawyer, Edison Square, 2035 Lincoln Highway, Suite 3005, Edison, N.J. 08817.