Type almost any word into the search bar and you know what you’ll see: pages and pages of results. That’s the beauty, and the curse, of the internet these days.
But if yours is a small, speciality business, you know it’s no longer enough just to have your page appear near the top of those search results. You need to make sure your site actually has the panache – the oomph, if you will – to seal the deal once a potential client lands on your page. If that potential client is greeted by a slow, cluttered, clunky site, they’ll move on. It’s as simple as that.
Now, the loss of one client might not sound like the end of the world. But what if that one client was possibly worth billions? Would you still be willing to gamble on a site that was just OK? As illustrated by one of Soto’s recent clients, ensuring the finished quality of your website makes it shine brighter than the rest can be even more important than you realised.
It all started with a Google search
In early 2021, one of the world’s leading airlines began a highly publicised claim against one of the world’s leading aeroplane manufacturers: a company worth billions, with a claim worth billions.
A junior solicitor at a prestigious international firm was tasked with finding an aviation specialist with international experience to weigh in for the claimant. Not knowing where to start and having very little to go on, he did what most of us would do. He did a Google search. After all, even with so much at risk, it’s still the best place to start. Of course, there was no shortage of search results, but he knew he needed to start with those that were highest-rated.
There, among the top results, our intrepid junior solicitor found the listing for Shepherd KC, and a Google snippet introducing Philip Shepherd, a top-ranked barrister with extensive experience in aviation law. Philip’s website reinforced how impressive he was as a candidate. The junior solicitor took Philip’s information to his seniors – and the seniors agreed. Fast forward, and Philip is now heading a prestigious team of counsel in one of the most high-profile disputes in recent years. It could be the biggest case of Philip’s career. And it can all be traced back to the quality and clarity of their website.
Soto and the Curious Case of the Boring Barrister Websites
Kevin Moore, Practice Manager at Philip’s barrister’s chambers, explained why they came to Soto to develop Philip’s website:
“We had an idea… It was a difficult brief really because while we knew what we didn’t like, we weren’t quite sure what we would like… We wanted to highlight Philip’s experience, his specialisms. Also, for it to be easy for people to get that information. That was the impact we wanted, and we wanted it really to be as high-quality as we could get.”
It’s not unusual for people to be unsure of exactly what they want in a website experience. But Kevin knew what they didn’t want through his experience with barrister sites in the past. They were far too unwieldy, they were difficult to navigate, and they rarely made a connection that resonated with clients. Soto had no previous experience of working with barristers, but Kevin believes that that worked to our joint advantage. We came to the job with no preconceptions, working hand in hand with Philip and Kevin to ensure that the end result would be something that was clear and impactful, but also engaging.
[Soto] looked at it in a completely fresh way and asked different questions of us… It was worthwhile, for that fresh look that they gave it, the fresh ideas. They definitely produced what we wanted.”
How your site can shine with Soto
Low-volume but high-value businesses – those that are niche, dealing with quality rather than quantity – can often have a difficult time tracing where clients come from. But one thing is certain: high-ranking, well-built websites really do work, as Kevin can attest:
“We’re confident that when we are approached by a new client and we refer them or they’ve been referred to the website, that the website will support positively what we’re trying to do… It has been very, very well received by clients…it’s definitely been a worthwhile investment… And [Soto’s] support since then has been excellent.”
Our team of highly skilled web developers will work with you every step of the way, developing your site to your specifications from the ground up. Think of us as web development partners: we’re in this together. And our commitment to complete managed WordPress hosting means that we’ll be with you long after the site goes live. Our full-stack developers will ensure that your site embodies the latest in user-facing features and brilliant functionality, creating a site that shines. A site that you can be proud of. A site that works.
Get in touch with us today, and let’s build something excellent together!
