In the last few years, websites have began to have free themselves of the density of text. In place of eye-straining text are interactive features such as videos. More and more, stories are being told through video and audio. As a marketer, I can see how videos and audio clips and rich images can make messaging all that more compelling. After all, marketing is about telling a story that resonates. I suspect I’m like most consumers – when I’m faced with too much text to digest, I feel overwhelmed (or worse, imposed upon) The result? I simply abandon the page or the website altogether.
Lawyers love content that’s detailed and dense, but your clients i.e. lay persons do not. Since marketing is about appealing to your target audience, your law firm’s website should be accessible by a lay audience. Remember that non-lawyers are often anxious about reaching out to and working with lawyers. Presenting a website that overwhelms them only increases that discomfort.
Also, new website infrastructure (like Apto Marketing’s) allows for pages to be unified for scrolling –instead of having to click on a “next page” icon or jump between sections or pages, your visitor simply keeps scrolling to read more. Infinite scrolling is increasingly popular as it makes for a tighter user experience, allowing for them to engage with your content in a shorter time.