How to differentiate business and personal services on law firm websites by Tela

Every law firm will have a different service offering as well as differences in the audiences they want to reach. In order for the information across the user interface to be correctly prioritised to maximise the potential to funnel different user groups through to content, it is important to identify the different audience types. Knowing exactly who you want to see the content and how important each audience is to the websites business objectives will ensure that the user interface is fully optimised to allow people with different requirements to find the information they are looking for.

Analytics packages will help define current usage which can be used as a base when making decisions regarding the best ways to position content for both private and business areas of a law firm. Studying factors such as the levels of interaction on pages, search engine rankings and levels of retention on pages will help build up a picture of how people are arriving on each page and whether or not it is doing the best possible job of serving the content people are looking for.

When identifying the user journeys made by different groups, it can also be useful to analyse the practice area titles to check they offer the best chance of attracting the right kinds of traffic. Practice area names should be transparent and written to appeal to the type of client you want to visit the page. A common issue is where practice area names on a website are based on the names of internal teams. For example, a page of a website could be named ‘Property & Planning’ due to property matters and planning matters being looked after by the same area of the business. In this case, new pages could be implemented to attract more targeted traffic, for example:

* Commercial Property

* Residential Property

* Property dispute resolution

* Property finance

* Property planning

Looking at alternative page titles can help make content easier for clients to find and can also sometimes be easier to rank for in search engines listings as there may be less competition in some niche areas of law. As a general rule of thumb, make sure the language used in each part of the website is the same language prospective clients would use to describe the service.

Another area that will help communicate content more efficiently between private and business clients is the tone of voice. Using a tone of voice that resonates with each audience type can help ensure content is easily digested and correctly communicates with end users. The tone will also need to fit the visual identity so messaging will need to be correctly positioned alongside chosen styles of imagery.

Imagery is another way of differentiating between business and personal services. If used in conjunction with good content, the two can help attract the correct users to the right business areas before correctly communicating the message a client wants to hear in order for them to instigate communication with the firm.

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