The New Digital Storefront

At the beginning of the 21st century, web programmers the world over were predicting the inevitable collapse of brick and mortar stores. In ten years time they assumed that the whole world would be purchasing virtually every item and service online. This optimism famously led to the gross overreach of companies like – whose early decision to digitize the pet food purchasing experience was as awe-inspiring as it was tragic.

However, although these early e-commerce champions were slightly overzealous, it’s important to note that they were not entirely wrong. Year-after-year, online purchasing makes up a larger percentage of total retail sales and it is increasingly common for consumers to browse and research products and services online prior to making a bona-fide purchase at a physical location. What we are left with is a consumer experience that is, more often than not, both online and in-store.

Office Space vs. Websites: The Digital Disconnect

Major national firms and small boutique firms alike are often willing to spend a phenomenal amount of money on their offices, in large part, to make a good first impression. Generally speaking, there is nothing wrong with this. Although cost conscious clients might be put off by extravagant offices, the decision to invest in your workspace is ultimately a marketing decision that will be informed by your firm’s unique goals.

What is disheartening, however, is when the same firms that invest in a swanky space put up a grossly outdated website that fails to match their real world aesthetic. This phenomenon is what we refer to as the digital disconnect: a beautiful office space matched with a hideous website.

Your Website is Your First Impression

What many lawyers fail to recognize is that their offices are not where potential clients will receive their first impression of a firm. In the vast majority of cases, when someone is referred to you, the first thing that they will do is type your firm’s name into Google and run a quick search. As a result, your website is – in almost all cases – a potential client’s first impression of your business.

For more information on web design, please contact a representative of Skunkworks Creative Group.


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