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Seven secrets to a spectacular diversity section

Part 3 of a 3-part series about communicating ‘diversity’ on law firm websites 1 comment

We recently reviewed the Diversity & Inclusion sections on hundreds of websites as part of conducting research for our last two blog posts. Along the way, we learned what makes Diversity content sing (and how it sometimes falls flat). Read this final installment for our top seven tips, with examples.

1. Less is more.
It seems that some firms are trying to demonstrate their dedication to Diversity by adding volume (but not necessarily substance). As you can imagine, this ploy falls flat. It’s always better to have two or three crisp, fact-filled pages that convey a deep sense of purpose, rather than a dozen duds.

2. Detail your plans.
Many organizations struggle with Diversity. If this is the case with your firm, it’s best to focus on what you’re doing to remedy the problem. Put together a plan to increase Diversity and use your website as a platform to explain the initiatives you’re undertaking. Once the plan begins to yield results, be sure to illustrate your progress year-over-year.

3. Photos amplify impact.
Diversity is about people. So, it makes sense that the very best websites amplify the impact of their words by using engaging photos of their (diverse) people. Your message is doubly impactful if diverse imagery extends beyond the Diversity section—appearing throughout the site. 

For an example of a site that effectively uses photos to communicate the firm's culture of Diversity, check out the Groupon website.

4. Define diversity broadly.
Diversity doesn’t have a precise definition. Most organizations focus on gender diversity and racial diversity. However, you might want to consider widening that definition to include other marginalized groups such as the LGBTQ community, older adults, people with disabilities, immigrants, veterans, and single parents.

For an example of an organization that is especially inclusive in its definitions of Diversity, check out Uber, which highlights 12 affinity groups!

5. Testimonials make it real.
Your story of Diversity will be much more powerful if you can use the actual words of your diverse workforce. Testimonials are especially strong when presented as video or audio. However, a beautifully shot photo of the speaker will do the trick.

For a great example of how testimonials can be used to demonstrate an organization’s dedication to Diversity, check out the Apple website. 

6. Leadership speaks.
Creating a beautiful “Diversity” page is a starting point. However, if your firm really wants to make a statement, capture your Managing Partner (or other top brass) on video making a personal statement about dedication to Diversity. People will take notice (inside and outside your organization).  

For a great example of how a video from your organization’s leadership can help set the tone, check out the video of Accenture’s (female) CEO, Julie Sweet

7. Numbers talk.

If you’ve got good stats, flaunt them. And be sure to highlight your numbers by using infographics whenever possible. Well-designed infographics can add life to your page and make the information much easier to consume. 

For a great example of stats and infographics in a Diversity section, check out the Axiom Law website. 


One comment... read them below or add one.
  1. Richard Pinto says:

    Robert – just stumbled on this very important and well-written series. One point to consider, perhaps a 4th to the series: “diversity and inclusion” isn’t one word. Not being cheeky – most law firms use the words together. But while diversity is casting a wide net to bring together a broader population that has traditionally been overlooked, inclusion is the next step. It’s placing the diverse members in places where they can effect change. I liked how McGlinchey said “100% of new partners are diverse” – the next step would be “100% of new practice group leaders are diverse” – that’s inclusion. Most law firms have the former but not the latter, so any firm that can demonstrate they are being inclusive, it would be a unique selling point.

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