Tom Ash explains how Simmons & Simmons tailors its website to client needs.
Law firm websites have a reputation of being a dumping ground for content.
Is it deserved? You decide: many international firms publish more than a novel’s worth of prose every month – and often expect clients to wade through and find the bits they’re interested in.
This isn’t an accident – it’s by design. ‘Search-led’ was the trend for websites built in the 2010s. We were marketing to the Google generation, went the argument, who could be relied on to use your site search to find what they needed. Weeks of effort were spent on crafting and refining internal site search tools, then weeks more politicking over whose CV showed up first for ‘corporate lawyer’.
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