Many law firms use legal industry focused website providers like Scorpion, FindLaw, Justia, and others for a variety of reasons, including their own lack of expertise in building and maintaining websites, limited time and resources, and the convenience of having a one-stop shop for all of their digital marketing needs. While many law firms have successful experiences with these website providers, others have faced challenges.
There are both good and poor website providers, and it is important for law firms to do their research before choosing one. Some offer high-quality services and support, while others may provide substandard services, generic websites, lack of strong SEO services, or lock law firms into lengthy contracts with difficult cancellation terms. Law firms should carefully review the terms and conditions of any contract before signing it, and they should ask for references from other law firms that have used the provider's services.
Below, we will discuss some of the things that law firms should be aware of when choosing a website provider. We will also provide tips for law firms on how to avoid the pitfalls of working with website providers.
Proprietary Platforms: Some website service providers utilize proprietary platforms to create customized sites for their clients. These sites are often built, maintained, and hosted by a single company, and they typically do not provide access to the source code or the Content Management System (CMS). This approach allows providers to exercise control, ensuring client retention and generating continuous revenue through costly updates and modifications. Proprietary platforms present a challenge for law firms who want to switch providers as often the law firm needs to essentially start over with a new website and search credibility essentially locking them into that provider and in some situations, the web provider even owns the website URL!. It s crucial to ask about these issues and read the fine print when reviewing the web provider agreement!
Navigating the Content Management System (CMS): Navigating a CMS can be a daunting task for law firms, especially when changes are urgently needed. Even when the web provider builds the website on a standard CMS such as WordPress or Drupal, they may not allow their customers to make changes (such as add a page or change a page) and even if they do, it is often very difficult for the law firm to make the desired changes. Because of these situations, law firms typically rely on the provider to make necessary updates, which can result in significant delays. Basic tasks, such as publishing a simple update on the website, might take days or even a week to accomplish. Limited control over your content can make it difficult to keep your website current and up-to-date. Furthermore, certain types of content, like photos, may be challenging to add, and access to specific parts of the site might be restricted. These limitations highlight the importance of choosing a user-friendly CMS or ensuring that the provider offers CMS training, and when they make the changes, that they ensure efficient turnaround times.
Generic Content Creation: Website providers often offer templated content to their clients. This content is generic because it is pre-written and designed to apply broadly across different law firms and practice areas. The aim is to provide a quick and easy solution for law firms seeking an online presence. While this approach sacrifices customization and uniqueness, it can be a good starting point for law firms that are on a budget.
Some law firms are happy with the templated content that they get from website providers. They appreciate the convenience of having a pre-written website that they can customize to their own needs. However, other law firms find that the templated content is too generic and does not accurately reflect their unique brand identity and values.
If you are considering using a website provider, it is important to weigh the pros and cons of templated content. If you are on a tight budget and need a website quickly, then templated content may be a good option for you. However, if you are looking for a more customized and unique website, then you may want to consider hiring a web designer or content writer.
Generic Design Templates: Website providers often use standard design templates across many sites because this is more efficient and cost-effective. By using templates, they can create a large number of websites quickly and with less effort. However, standard design templates can make websites look generic and unoriginal.
Some website providers offer a high degree of customization, even with their standard templates. This means that you can change the colors, fonts, images, and layout of your website to match your brand identity. You can also add custom features, such as contact forms, blogs, and galleries.
If you are considering using a website provider, it is important to ask about the level of customization that they offer for their standard templates. Some providers may only allow you to make minor changes, while others may give you more control over the design of your website.
Loaned Photography: Website companies often provide clients with stock photography that they can use for as long as they have a contract with the provider. However, the clients do not own or have the right to use the photography and once the relationship ends, the law firm will have to buy or replace the images. This is because the providers want to control costs, license control against unauthorized use, maintain a consistent level of quality, protect themselves legally (such as copyright and trademark laws), generate additional revenue, and make it difficult for clients to switch to another provider. Law firms should carefully review the terms of service and licensing agreements with these companies to understand the limitations and rights associated with the provided images. If law firms want to own the images, they may need to negotiate a different agreement or consider using their own licensed photography.
Some website providers allow law firms to purchase the images that they use on their websites. This can be a good option for law firms that want to own their own photography and have more control over their website's visual appearance. However, it is important to understand the pricing model and understand what is and what is not included in the price of the website. Some providers may charge a higher price for photography, while others may offer more affordable options.
SEO: Providers often prioritize generic and minimal firm-specific SEO strategies due to cost and the desire to maintain competitive pricing. Serving a diverse clientele, they often default to a one-size-fits-all approach, overlooking the unique search requirements of individual law firms. Basic SEO services, like focusing solely on keyword rankings, page views, bounce rates, and meta keywords, might result in poor website performance and therefore missed business opportunities, diminished online visibility, and a less competitive standing in the legal market. It is crucial for law firms to exercise caution when agreeing to a website price without understanding what is provided in terms of SEO. It's advisable to inquire about a web provider s SEO philosophy, credentials, the availability of upgraded SEO services, and associated costs.
Some website providers offer upgraded SEO services that are tailored to the specific needs of law firms. These services may include keyword research, content optimization, link building, and technical SEO.
Analytics & Reporting: Analytic and SEO reports from website providers are often considered as useless by law firms due to their lack of actionable insights, transparency and focus on vanity metrics. These reports may contain generic and superficial data, lacking specific recommendations tailored to the firm's needs. Additionally, they may not provide a clear breakdown of the SEO strategies implemented, making it difficult for firms to assess the effectiveness of the services. Without detailed and specific information, law firms may find it difficult to make informed decisions to improve their online presence, making the SEO reports seemingly useless. Law firms should request that their provider create a monthly report that is customized to their specific needs and goals. They should ask for meaningful metrics, such as pageviews, average time on page, bounce rates and new visitors, which can provide actionable insights to improve website visibility and organic traffic, refine online strategies, and ultimately boost overall performance and customer satisfaction. Ideally, a firm can get access to the Google Analytics ( GA ) of their website as part of their website package. Alternatively, a firm can get a 3rd party analytics tool such as Semrush, if an analytics tool is not included.
Some website providers offer customized reports that include actionable insights. These reports can help law firms to identify areas where their website is performing well and areas where it needs improvement. They can also help law firms to track the progress of their SEO efforts and make adjustments as needed.
When choosing a website provider, it is important to ask about the types of analytics and reporting that they offer. Law firms should also make sure that the provider is willing to customize the reports to their specific needs.
Canceling A Contract: It can be challenging to cancel a contract with a website provider due to lengthy contracts and early termination fees, automatic renewals, difficult cancellation procedures, difficulty transferring data, or difficulty contacting a customer service representative. Before you sign a contract with a website provider, it is important to read and understand the terms and conditions, including the cancellation procedures and any potential early termination fees. Some website providers have more flexible contracts than others. Most importantly, before you notify a website provider that you are leaving, you should have a new plan in place and always make a copy or backup of your site and content.
Choosing the right website provider for your law firm is a critical decision that demands careful consideration. While providers like Scorpion, FindLaw, and Justia offer various benefits, they come with their fair share of challenges. From navigating proprietary platforms to dealing with generic content and limited customization options, law firms often may face hurdles that impact their online presence. As you embark on this journey, it's crucial to assess the pros and cons of each provider, scrutinize contracts meticulously, and demand transparency regarding customization, content, SEO strategies, and reporting. By being vigilant and proactive, law firms can navigate these challenges, ensuring that their online presence truly reflects their unique identity and values. Remember, the power to make an informed choice lies in your hands. Choose wisely, and your law firm's digital footprint will undoubtedly leave a lasting impression.
