Take a look at your website and ask yourself, does it do your firm justice?

Do you think it gives a good first impression? Does it reflect your values and the service clients can expect?


If the look and feel of your site have seen better years, or visitors find it confusing or difficult to use, then why would your next visitor gain enough confidence to think that you’re the best to handle their needs?

How can they believe you’re in touch with the modern challenges they face? How can they believe your advice will be current? Or even fit for purpose?

Your website is giving off ‘trust signals’ and communicating on your behalf when you’re not there to speak directly to someone.

These trust signals come in many forms and impact both of your primary online target audiences:

  1. People in need of legal services
  2. Search engines

Creating the right first impressions is vital for both!

Just as a picture can paint a thousand words, your website’s look, feel, and design can say a lot about your firm. People can make snap judgements on the quality of a firm and even the standard of legal services on offer based solely on the quality of a website and the content they read. 

Making a strong first impression is crucial for engaging visitors to your website and turning visitors into new business enquiries (the conversion rate). 

You should be aiming to instil confidence in your visitors at every click; they need to feel they are in the right place to get their problems solved and the job done. Why go elsewhere if you can give them everything they need?

If you want a healthy flow of prospective clients onto your site in the first place, then you must build trust with Google. For Google to rate and rank you, it must believe in you!

Google knows what it wants. It must believe your web pages provide the expertise, legal acumen and authority its users deserve. Here, first impressions count, but a positive, long-lasting impression on Google is what will propel growth. Just ask Irwin Mitchell. 

If your website keeps pace with the times, adhering to modern and engaging design values, then you’ll woo your website visitors when they get eyes on you. It will persuade them that you’re the one for them. If you radiate trust towards Google as well, you will attract more visitors in the first place – a potent combination that will propel your growth.


ecommerce website marketing agency


Why is it important for your firm to look good online?

Time waits for no website! If your website was designed more than three years ago, it’s probably beginning to appear a little aged to your visitors.

As web-savvy consumers, we learn what good looks like by default when it comes to modern web design values; we’re so used to seeing it daily when we move around the web and use our apps. Most big digital players have teams of designers and UX specialists working round the clock to optimise user engagement and stay modern!

Websites (not treated to augmentation) age quickly. You need to remain aesthetically pleasing if you’re to improve user engagement or even just maintain it.

If your website has more in common with the crusty old local still selling pints of mild, then you’re likely to miss out on trade when the area’s ‘upwardly-mobile’ crowd go out for their session IPAs and prosecco.

Not only may your site be unimpressive to people when they land on it, but it could be looking less attractive by the week if your peers are investing and updating their sites regularly.

It’s not just about looks

While first impressions count, substance still matters. 

Your next website visitor may have a particular opportunity or challenge whereby your firm or lawyers especially excel. You could be their perfect match but, in your absence, your website and content need to get that message across.

Website assets that build confidence, demonstrate your credentials and tell people how good you are and what to do next are critical. 

Giving people this information in various visual formats is also a great idea; where one person may read the content on a web page as they would a book, others may glance at things and move around your site quickly.

Confidence building assets are things like:

  1. Case studies
  2. Calculators
  3. How-to guides
  4. Testimonials
  5. FAQs
  6. Review ratings
  7. Video content 
  8. Infographics
  9. Detailed profiles of lawyers
  10. Call-out messages
  11. Brand values
  12. Customer charter
  13. Value proposition visuals
  14. Senior partner statements
  15. News articles
  16. Blog articles
  17. Press quotes
  18. Professional membership badges
  19. Award badges
  20. Law society (or other regulatory) accreditation badges
  21. Call-to-action
  22. Team profiles
  23. Variety of channels to ‘get-in-touch’
  24. Topical affiliations

Google cares about how you engage people

Google cares about the experience that people have once they land on your website, and the emphasis it places on this experience is growing. 

Google’s entire search model is based on providing the best, most relevant results to its users to fulfil the needs of that user. If Google ranks a website for ‘Family Solicitors in Manchester’ and then notes that people who go to this website often leave the site without visiting more than one page (and in a short amount of time), then it will not rank this website in such a prominent position for long. 

In 2016, Google started switching to ‘mobile-first-indexing’, which heralded the start of Google treating the mobile version of your website as the primary source of evaluating your website presence. Since 2022, Google has considered a website’s user experience and performance in its ranking factors with a group of factors called Core Web Vitals. Scoring poorly on these metrics will hurt your rankings and affect how trustworthy your website is for Google. 

Core web vitals centre around the mobile user experience visitors have on your website. 

The metrics you should be monitoring to help you evaluate user engagement and user experience are as follows:


  • Avg engagement time per session
  • Bounce rate
  • Conversion rate
  • Pages per session
  • Conversion journey abandonment


  • INP (Interaction to Next Paint: assesses page responsiveness using data from the Event Timing API. INP observes the latency of all click, tap and keyboard interactions with a page throughout its lifespan and reports the longest duration, ignoring outliers. A low INP means the page can consistently respond quickly to most user interactions.
  • CLS (Cumulative Layout Shift: evaluates visual stability because it helps quantify how often users experience unexpected layout shifts. A low CLS helps ensure that the page is delightful.
  • LCP (Largest Contentful Paint: measures perceived load speed. It marks the point in the page load timeline when the page’s main content has likely loaded. A fast LCP helps reassure the user that the page is useful.

Getting Google to trust you

For reasons we’ve discussed in recent blogs, Trust is a crucial factor when it comes to a law firm achieving strong organic search recognition

It’s the concept of Google E-E-A-T that means you have to go the extra mile to prove your credentials to Google, especially concerning ranking for legal services search terms. 

Not only is it crucial to impress users when they land on your website (with confidence-building assets mentioned above) and to ensure their experience is user-friendly from a core web vitals perspective. It’s vital you’re impressive to Google in how you convey and demonstrate all of the above. It must be easy for Google to find this information, understand it and make connections between it; this is all about presenting your data to Google correctly.

The solution to this data presentation challenge is at the cutting edge of Law firm SEO strategy and can be labelled as ‘ontology optimisation’ – this is the process of aligning your content, organisation, people, credentials, qualifications and topical authority with how people and search engines understand concepts and entities.


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Trusted legal sector digital marketing experts

The team here at Cure Digital are digital marketing experts for the legal sector with over 15 years of working with law firms of all shapes and sizes. 

We are preparing our clients for continuous growth and a successful future online with an eye on the huge changes AI will make to the search landscape.

Every law firm is different. We take time to understand your values, goals and objectives and will align our strategy accordingly. We are knowledgeable, reliable, responsive and results-driven. 

Whether you are a large or small firm, maintaining a good, modern-looking website is a must if you want to gain trust with search engines and your customers. Get in touch with us today for your free consultation, and we can help take your business to a new level.

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