It can be a challenge to encourage visitors to browse through your website. As an attorney, your services need to be marketed in such a way as to catch visitors’ attention and keep their interest. One of the many strategies you can use to accomplish that is law firm infographics. With their user-friendly format and easily digestible data, infographics make your content stand out from competitors and grab readers’ attention.   

Law Firm Infographics 

Infographics are a popular way to present ideas. Essentially, they break down complex ideas or information into easily-digestible formats by using a collection of imagery, data visualizations, and minimal text. Infographics are typically eye-catching and comprehensive without being overwhelming.

Infographics are a valuable communication tool when used properly on Law Firm websites. They allow you to take complex legal concepts and break them down visually. Not only will this grab your audience’s attention, but it will also clearly convey your message. Remember that for an infographic to succeed, it needs to help readers understand and remember your point. 

How to Use Infographics 

If you want to start implementing infographics into your law firm website, you need to understand the different purposes. 

• Bios. You can use infographics to update your attorneys’ bio pages. Formats like an experience timeline, skills bubble chart, or a treemap can present your credentials in a cleaner and more aesthetic way.
• Client education. Your site visitors are likely looking for specific information about their legal issues. When you use infographics to inform readers of complex legal concepts, they may have an easier time understanding the idea and how it applies to them.  
• E-books and newsletters. You can use infographics to promote your newsletters or e-books. While long publications may not keep readers’ attention, a designed infographic can make the material more exciting and readable.
• Firm branding. Infographics help law firms build their brands. They bring attention to relevant practice areas and successful settlements or verdicts. Lawyers might consider having a map that depicts location if they serve cities or states across the country.

If you are ready to jump into making infographics for your firm, it is essential to know what is involved in creating a quality piece. 

Creating Quality Law Firm Infographics

Designing a compelling infographic starts with determining how to structure the information you want to present visually. It is best to create patterns within the infographic, which will enhance the story you are trying to tell. 

Remember Your Audience 

Your design infographics are for your potential, current, and past clients. You need to make sure the information is presented is easy to understand. Think about what those specific individuals might want to know on a topic, and create your infographic with that in mind. Avoid legalese, complex concepts, and any not directly relevant information.

Fact-Check Your Info 

Inaccurate information on your infographics or anywhere on your website, for that matter, is not only misleading to clients but harmful to your reputation. Every piece of information on your website needs to be researched and cross-checked. If you are pulling statute numbers or other citable data for your infographics, be sure to include links to your sources.

Tell a Story 

Remember that infographics are most successful when they have a clear and focused message. Consider the legal concept you want to present and break it down into a beginning, middle, and end. You can use those pieces to visually convey how your client will work through the legal system. 

Choose a Format 

You need to choose the best format for the data you want to share. Below, we will look at the eight most common types of infographic formats.  

• Comparison. Comparison infographics divide into two or more options to compare and contrast topics. 
• Geographic. If you want to visualize location-based data, demographic data, or other large quantities of data, a geographic infographic uses map charts. 
• Hierarchical. Hierarchical infographics display information from most significant importance to least, typically in a pyramid format. 
• Information. Information infographics are the most text-heavy and work best as summative, standalone visuals. 
• List. List infographics are ideal for making a basic list more eye-catching and creative, which can help the information flow and be better remembered. 
• Process. A process infographic provides a summary or overview of the steps in a process, like the personal injury lawsuit process. 
• Statistical. Statistical infographics are focused on numbers and data visualizations through charts and graphs.
• Timeline. Timeline infographics are most used to take history concepts and visualize them by highlighting important dates or giving an overview of events. 

Choose Style Elements 

When designing the style elements on an infographic, there are several directions you could go. Start by considering the essential design elements like lines, borders, circles, and squares to map out your content to make it easier to read. In terms of colors, you can use contrasting colors to guide your readers’ attention. It is best to choose one color that contrasts with the other colors in the graphic and make the most critical information standard out. 

Consider using three different font styles to create a text hierarchy when choosing fonts. The main header font should be the largest and most stylized. Section headers should be smaller and less stylized but should still stand out on the infographic. Finally, the text font should be the smallest and most basic but still easy to read.  

Brand the Infographics 

No matter where you are posting your infographic, you want to make sure you include a link to your law firm’s website so readers know your law firm created it. You may want to consider branding your infographic with your company logo and colors so that it aligns with your brand and personality. Also, include social media buttons to your firm’s profiles. The more exposure your law firm gets, the more likely your content will receive attention online.  

Digital Marketing: Next Steps 

Law firm infographics are a great way to add variation to your legal content marketing strategy while engaging and educating current and potential clients. With the right law firm infographics strategy, you can keep your audience coming back to learn more. Remember to regularly experiment with infographics to see how they perform and enhance your marketing.

Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com.