Choosing a Home Page Style
Your home page content is an important, if not the most important, aspect of your website. It is the introduction to your brand and should reflect your firm values and goals and be easily understood.
The different types of content generally fall into three categories: minimal content, no content, a lot of content. Choosing a home page content style is more than picking your favorite type. The decision goes beyond looks. You have to consider your marketing goals.
As yourself these questions when elevating the best approach for your home page content:
- What should absolutely be communicated on the home page?
- What should users understand in the blink moment (the first 3 seconds they are on the site)?
- What is the desired action for users to take (complete a contact form, learn more about the attorneys, pick up the phone and call)?
- Why are users coming to my site? How are they getting here (Google search, referral, on their own)?
Minimal Content with Strong Prose
Minimal content on a home page tends to share a strong message. It has one clear and direct message and it delivers that message in just a few sentences. A home page with minimal content is ideal for a client who knows exactly what they want to say. Often these firms are gaining visitors to their websites as referrals. In this case, there is need to advertise all practice areas and attorneys right up front. The prose can be more creative or straightforward.
Creative prose has a strong introduction and some sort of hook at the end. It ends with a bang. Some examples include:
- Cox Fricke – Their home page sets the tone: this is a top-tier firm in paradise.
- Rossway Swan – The illustrated bridge on the home page captures their message from the start: this is a firm dedicated to bridging legal excellence from the past, with the future.
- Trout Cacheris & Janis – It is impossible to visit this site and not understand that this firm has strong roots in Washington, D.C.
Other firms choose to tell you the base essentials: name, location, main practice area. Some examples include:
- Arochi & Lindner – The content on this home page tells you exactly what you need to know to keep looking.
- Fortson, Bentley and Griffin, P.A. – Right away you learn who, what and where.
Both creative and straightforward text are great options. It all depends on what is best for your firm’s marketing goals.
No Unique Content
This type of content lets other aspects of the website shine, like the home page slides, blog, social media, or featured attorneys. If you have a strong blog platform (you post content regularly and it is always fresh), this is a great option, as updated and current content is one of the best way to establish trust with a potential client.
Check out these examples that showcase other parts of the website on the home page:
- VLP Law Group – The home page allows you to click and drag the mouse to see visit the ‘about us’ page.
- Friedlander Misler – The home page features a bold image and phrase that encourages you to learn more about their mission.
- Struck, Wieneke & Love – The home page slides are the star of the show, conveying the firm’s key messages.
Extensive Optimized Content
This is ideal, and really the only option, for any client whose main concern is search engine optimization. If you want to rank high you need content on the page, anywhere from 500 and 750 words, broken into different sections as to not overwhelm the reader. Examples include a section for featured attorneys, practice areas, advantages of working with the firm, contact information, etc.
I know. It’s a lot of content. We break it up into sections on the home page using design features like lines, shading and rollovers. These features help viewers digest everything more easily and allows them to scan the page for the information they are looking for. Different ways to break up long text include, a featured attorneys section, listing and describing practice areas, listing advantages of working with the firm (perhaps in an ordered list), etc.
The websites below are examples of home page content that was created for ranking high.
- Herman Law – Featuring numerous videos and extensive custom text, this home page has a scrollable design that allows you to keep reading with ease.
- Schwartz Simon Edelstein & Ceslo – Using lists and and boxes helps break up the text for readability.
- Bick Law – The environmental theme and color scheme are woven throughout the highly customized home page text on this site.
Looking for more information about crafting your home page and website content? Check out the blog posts below to learn more about making your content a priority.
- Five Reasons Why Website Content Should Not be an Afterthought
- Our Favorite Custom Design Projects in 2014
- SEO is a Partnership: You, Us and Google