Firms focus on Web style over substance

USABILITY: Collyer-Bristow bucks trend but many mid-sized practices are not meeting standards users expect

Mid-sized law firms continue to focus on the design and usability of their Web sites while ignoring the most important aspect - content - research has discovered.

The survey of 100 mid-sized firms carried out by Web site consultancy Intendance found that firms scored an average of just 53% on their content, compared to 68% on usability and 76% on their design.

Of the 100, mainly London-based, firms surveyed, 15 had no Web presence, or just one page which was under construction.

The survey also found that many firms were failing to update their sites regularly, and not including key details such as a basic legal disclaimer.

There was also no correlation between the size of firm and quality of the Web site.

James Tuke, sales and marketing director of Intendance, said: 'It is not how much money you spend on your Web site.

It's how well you spend it.'

Collyer-Bristow's Web site came out top of the survey with a score of 92%: it rated 100% for design and usability, and 79% for content.

Runners-up were Hobson Audley, with an average score of 89%, and Rooks Rider and Cheshire practice Alexander Harris, both with 88%.

Last year's top site, from Memery Crystal, came fifth with 87%, losing ground on content and usability but scoring 100% for its design.

The report said Collyer-Bristow's site 'puts the visitor in control from the homepage, and communicates a large amount of relevant information in easily digestible chunks'.

Jonathan Fox, chief executive of Collyer Bristow, said the firm's site was an important marketing tool.

'More and more people are using the Internet to check out everything from hotels to law firms, and we wanted to bring our firm to life through an unusual and fun Web site,' he said.

The firm tracked where its business came from, and found that the Web site's international pages were particularly effective at drawing in new business.

The sites that scored the highest for content featured items such as news and recent cases.

The report stressed that a site's content should always be relevant: 'Whether a firm spends one or 100 hours a month on content, it is important to ensure that it is relevant to the people you want to reach.' Davenport Lyons was singled out as having good content, with praise for its free downloads on issues such as setting up a company.

Usability was an area in which many scored badly.

The report said 'many firms are not meeting the standards now expected from Internet users', such as intuitive navigation, ease of finding information and minimal scrolling left-to-right, all of which are 'fundamental requirements' on today's Web sites.

Magrath & Co scored 80% for its site's usability, which was praised for its 'easy-to-use interface' and the fact that most of its content is 'no more than two clicks away'.

Firms tended to score highly on design, with Fisher Meredith highlighted for its pop-up messages.

The report said firms needed to realise that 'a Web site exists to communicate a message that encourages the market to take action - once you have the basics such as clarity, colour and text contrast, then creative design makes a powerful impact'.

- For a copy of the report, or to be featured in it next year, contact James Tuke, tel: 020 8788 5604.

LINK: www.intendance.com

Victoria MacCallum