Internet users spend an average of just two minutes on law firm websites, with visits to ‘fuddy-duddy’ sites often lasting a mere 40 seconds, new research has revealed.

Website marketing company Conscious Solutions analysed data from 83 law firms, ranging in size from more than 20 partners down to sole practitioners.

The results showed that time spent on law firm sites averaged around two minutes, irrespective of the size of the firm. Just over 40% of visitors across all firms looked at just one page and then ‘bounced’ straight off to another website.

Conscious Solutions spokesman David Gilroy said ‘good engaging content’ was the key to attracting and retaining visitors. ‘Tone of voice is important, too – if you sound fuddy-duddy people will quickly move on, often after just 40 seconds.’

After the homepage, the people page was the most visited.

‘People buy people,’ Gilroy said. ‘You should use only top-quality photos with the words to match. If a prospective client has been referred to your firm, he or she will check that you really are modern and forward-thinking. Your website should reflect the image you want to convey.’