{"id":39749,"date":"2012-02-09T13:07:24","date_gmt":"2012-02-09T13:07:24","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=39749"},"modified":"2012-02-09T13:07:24","modified_gmt":"2012-02-09T13:07:24","slug":"email-link-law-firm","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/email-link-law-firm\/","title":{"rendered":"The one in which I click on the link in an email"},"content":{"rendered":"<p><span class=\"alignright\"><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/02\/darbys-home.jpg\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/02\/darbys-home-sm.jpg\" alt=\"\" title=\"darbys\" width=\"300\" height=\"217\" class=\"alignright size-full wp-image-39757 lazyload\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/02\/darbys-home-sm.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2012\/02\/darbys-home-sm-150x108.jpg 150w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/217;\" \/><\/a><\/span>I know it was a marketing email from a stranger, but when I received 3 emails last week with a subject line of &#8216;Bet you&#8217;ve never seen a law firm website like this!&#8217; I couldn&#8217;t resist clicking through. After all, looking at corporate websites is what I do.<\/p>\n<p>And at the other end of the link was an interesting site. Quite a long way from my usual website diet, but worth noting for the following reasons:<\/p>\n<ul>\n<li>the background image and welcome message change depending on the time of day.\n<p>Not unusual across the web, but it is an unexpected touch for a law firm, and is very nicely done, with good quality images and understated time-framing.<\/p>\n<p>&#8220;We want to help you this morning&#8221; implies I would receive a speedy response &#8211; and most of their visitors are no doubt in a hurry.<\/li>\n<li>the content is written in layman&#8217;s style (not law-speak) and many of the links are visitor- and problem-focused.\n<p>For example: &#8216;you&#8217;ve been arrested&#8217; or &#8216;a client of yours is in financial difficulty&#8217;. <\/p>\n<p>This makes it easy for the visitor to find the information they need. Writing content from the visitors point of view &#8211; not the internal point of view &#8211; is important. Visitors arrive with a problem they want to solve, and neither know nor care what you call the solution.<\/li>\n<li>the content is informative and helpful.\n<p>They&#8217;ve done a good job of case-studies across the site, and the explanations&mdash;for example, of what happens when you&#8217;ve been arrested&mdash;are clear and likely to be useful. (I wouldn&#8217;t know!)<\/li>\n<li>the images are well-chosen: mostly the site depends on the background image for visual appeal, which seems to be a trend at the moment. Where there are images, these are pleasant stock images&mdash;I like the umbrella theme.<\/li>\n<li>the structure, and therefore the navigation, is unusual.\n<p>The home page clearly marks the different directions for visitors&mdash;personal customer or business customer&mdash;and the &#8216;corporate&#8217; pages are available across the site (for the most part). Once the visitor has made a choice, there are further choices to identify the specific problem that the visitor has, at which point they are introduced to the appropriate members of the team. The process goes:<\/p>\n<ul>\n<li>personal or business?<\/li>\n<li>if personal, there are 16 choices &#8211; let&#8217;s choose, say, &#8216;defending you&#8217;<\/li>\n<li>if &#8216;defending you&#8217;, there are 7 choices &#8211; one of which is &#8216;you have been arrested for an offence&#8217;<\/li>\n<li>if we choose that one, then we arrive at a landing page with:\n<ul>\n<li>information about what happens in the police station<\/li>\n<li>case studies of people they&#8217;ve helped<\/li>\n<li>a &#8216;meet the team&#8217; section with good biographies<\/li>\n<li>information on paying for their services<\/li>\n<li>and more.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>So the case studies and team profiles are tied to the visitor interest, rather than being grouped together, as we might typically see. <\/p>\n<p>And &#8211; to go back to the content point again &#8211; they are written in an appealing and understandable manner: <\/p>\n<ul>\n<li>Case study: &#8220;Our client was arrested for the first time in his life following a tirade of abuse and threats which he received from a group of lads during a night out at his local snooker club with his friends.&#8221;<\/li>\n<li>Biography: &#8220;He has acted for many clients and companies of previous good character charged with offences for the first time and with much to lose.&#8221;<\/li>\n<\/ul>\n<p>The unusual structure does make it slightly harder to navigate, and there&#8217;s little cross-site navigation. But then, most visitors aren&#8217;t interested in that: they just want a solution to their specific problem.<\/li>\n<\/ul>\n<p>It&#8217;s not perfect, and there are a few snags: a couple of formatting issues and minor typos, some grammatical infelicities, and some difficulties in navigating, depending on which device you&#8217;re using to view the site. But overall, an interesting site to review.<\/p>\n<p>Did the marketing work? <\/p>\n<p>I don&#8217;t think that law firm websites are necessarily the pit of turbid grandiloquence that stereotyping would suggest. No doubt there are some stodgy ones out there, but a quick scan reveals other decent law firm sites. So the email was perhaps playing up the stereotype.<\/p>\n<p>And I&#8217;m not sure why I received the email &#8211; still less 3 copies of it &#8211; but I&#8217;ll certainly remember that the firm exists. So to that extent, I&#8217;d say that the email lure did what was hoped &#8211; and maybe more, since here&#8217;s the link to the <a href=\"http:\/\/www.darbys.co.uk\" target=\"_blank\" rel=\"noopener\">Darbys website<\/a>, so you can review it yourself&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I know it was a marketing email from a stranger, but when I received 3 emails last week with a subject line of &#8216;Bet you&#8217;ve never seen a law firm website like this!&#8217; I couldn&#8217;t resist clicking through. After all, looking at corporate websites is what I do. And at the other end of the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":39757,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[5,9],"tags":[],"class_list":{"0":"post-39749","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-all-stakeholders","8":"category-best-practices","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Visitor Centred Websites - Corporate Eye<\/title>\n<meta name=\"description\" content=\"I am lured into visiting a law firm website: review of the importance of visitor centred navigation, language and content\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/email-link-law-firm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Visitor Centred Websites - 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