What did you notice first? If you saw anything else than the black sheep you are lying to yourself. Subliminally you saw the black sheep because you were attracted to it and it has a contrast to the other sheep. So why do we not make websites that stand out and are built for contrast? I think the largest reason is people are too conservative. We think, that will do, and not try to go outside the box. Or we keep looking at our competitors and do what they do. Each reason needs to stop and we need to create websites that stand out.

Why

The largest reason why you need a website that stands out is because when people search then click on the first four websites and choose the one that looks the best. If you are a lawyer you need a website that separates yourself from other Lawyers. And it doesn’t just have to be looks; it can be copy and messaging. We did a website for a local personal injury lawyer. Every single Lawyer in Atlanta says the same thing: we are experienced with 10,300 years of trial experience, we are the fourth largest law firm in Atlanta, and we help our clients with their XXX needs. What is the one thing that is missing from that copy or messaging? It doesn’t have the word YOU. They don’t say what they are going to do for the person it’s all about them. It’s just screaming look at me, I’m an almighty lawyer.

What they should be saying is: I’m experience so you will be guaranteed results, we are the largest law firm so we have a deep roster of lawyers to give you different viewpoints and knowledge, and we help you with your XXX need. They should have messaging focused on the visitor and his needs. Not chest beating.

How

The first thing is having a sleek, simple, and clean design. Make it easy for people to give you money. Put a call number on the top right. Give them an option to either call you right away or look into you more. Don’t try to funnel. Give a few simple options.

The next thing is to work on your copy. Make it from your visitor’s standpoint. Identify what they are searching for right away. If you look at my website I have it outlined from top to bottom. The first thing is I tell my story about how I used to be a small business owner and then switched to internet marketing. Then I go from my differences to my services to pricing. I thought this was the most logical step in the progression that people would be searching for.

Lastly look into your color scheme. Don’t just accept well these are our colors. Have a reason behind it. I choose white, red, and grey because it creates a nice contrast. It’s a very traditional color contrast with the red being exciting and the white being an elegant color. The grey is there for a middle contrast and is a bold color and happens to be a part of my company’s name.

Here are some colors and their logic.

Red = exciting

White = elegant

Blue = safe

Green = growing

Orange = new