Like restaurant menus, the readability and appeal of blog webpages are greatly determined by their layout. Readers often visit blogs in order to internalize bursts of knowledge in short, readable posts on specialized topics, which means that they expect to navigate your law firm’s attorney blog page quickly and easily to find the information they’re looking for.
Is the layout of your blog page satisfying readers or turning away potential clients? Read on to uncover the benchmarks of the optimal blog page layout.
1. The best blogs avoid being top heavy
Blogs that are “top heavy” are those that feature a large number of advertisements on the upper section of their webpage, pushing content down below “the fold” (the portion of webpage shown without scrolling down). Ads tend to turn off viewers, especially if they are the first thing they see when landing on a webpage. In general, users want to see content or relevant images immediately upon visiting your attorney blog.
As if that wasn’t enough to dissuade law firms from going overboard on including advertisements, Google’s Top Heavy algorithm punishes webpages that stack ads above the fold, essentially ranking them lower on Google search results pages. This could have a negative impact on the amount of traffic routed to your blog webpage.
2. Utilize colors and themes that are consistent with your firm’s branding
Choosing the right colors and design theme directly impacts the user experience and blog reputation. For instance, you probably wouldn’t trust a bankruptcy blog that features a hot pink background and rampant kitten icons. Your attorney blog webpage’s color palette and design theme should reflect the attitude and brand your firm’s attorneys convey to clients in person—professional, capable, and helpful.
3. Sidebars provide valuable real estate
Your blog webpage doesn’t have to be barren. Feel free to take advantage of sidebars. These sections are typically easy on the eye and can feature recent content, links to your attorney blog’s most popular posts, client testimonials—the sky is the limit!
4. Take advantage of navigation bars
A navigation bar at the top of your blog webpage provides a roadmap for readers. Users should always be able to use the navigation bar to jump back to the homepage from each blog post or page. Also, consider including a tab that routes to a page featuring your firm’s bio and specializations—the point of the attorney blog is to market your firm’s services, after all—as well as buttons that leads to a testimonial archive, a comment submission page, and/or a page introducing the firm’s prominent attorneys.
5. White space isn’t always a waste of space
You don’t have to fill every inch of space in order to make the most of your webpage. Sometimes, white space can clean up the webpage clutter and emphasize the most important element of your attorney blog—the content.