Applying Focused Design To Bring In Your Niche

For modern business, an online presence is non-negotiable. While building a website was once an easy ticket to growth, it’s not so simple these days; as Forbes rightly outlines, savvy businesses  need to find their niche to generate that digital growth. Tapping into the right demographic or consumer group isn’t an arcane art that requires some hidden knowledge – applying  tried and tested copy and design methods will find you the custom you need. The legal industry has shown this to be true time and time again. 

Focusing on the mood of the consumer 

Identifying what the consumer values is the first concern for any design decisions. What does the consumer look for when searching for legal representation?  Clarity and a coherent visual design are essential, so testing a few concepts out is always beneficial. Finding the right layout and visual style is really important, and this is for more than just the consumer needs; as The Telegraph rightly asserts, many of the more prominent search engine algorithms have  elements of design recognition built in. To find a significant place in the digital world, a legal firm will therefore often opt for clear and easily read design with a focus on services and track record. A more creative-based website may have something a little more artsy. 

Product excellence 

Within your intended market, there needs to be a tailoring towards the areas in which you excel. This is often an easy ask for legal firms, as they will specialize in different areas of the law. Accordingly, the website will reflect this. Corporate or commercial legal professionals may opt for a sleek and blunt approach; family law may seek to have something warmer and more welcoming to tentative would-be customers. Look at where you specialize, and use your expert knowledge and experience to make a design that encompasses that. 

Building networks 

Even in the digital age, networking and word-of-mouth is important. This is especially true in the legal industry, where a good outcome and case management process can create a great recommendation down the line. As The Balance notes,  networking is already essential, but using the experience of others in terms of the design and layout of your website can help to advance this even further. Be inspired, and use fellow businesses ideas as your own – crediting the original sources, of course. 

Staying ahead of the curve 

Innovation is crucial to all businesses – figures reported by Inc suggest that 66% of business leaders count innovation as one of their  primary drivers behind growth. When a business moves into a hyper specialized area, or niche, this becomes even more apparent. To stay ahead of competitors, minds that really do push the boundary of what consumers in their field will value are valued – spotting the next trend before it becomes big will help to cement a positive reputation in business. This can be reflected in your design, and indeed should be. Apply gentle adjustments to your motif and color scheme based on the vibe, or mood, of new trends. Look to break the mold just a little bit to show that you’re not just here for present business, but represent the future, too. This has always been the impact sought by tech companies, who will often court derision for new designs but be vindicated in the near future.

Ryan Kh

Ryan Kahn, known as a career coach and television personality. Ryan Kahn is founder of The Hired Group, author of Hired!