Rhetorical Analysis of Gonzalez Law Firm Webpage Marketing Strategies

This report provides a rhetorical analysis of the Gonzalez Law Firm's webpage, focusing on its marketing strategies. The analysis examines how the website uses visual elements such as a professional photograph representing ethos, and the strategic use of colors to appeal to the target audience. The report also explores how the firm utilizes customer reviews and testimonials to build credibility and trust. Furthermore, it delves into the website's engagement strategies, including the use of contact forms and phone numbers for direct communication. The report concludes with an evaluation of the overall effectiveness of the website's design and content in attracting and persuading potential clients seeking legal services, highlighting the application of marketing principles in the legal field.

Surname 1
Student name
Professor’s name
Unit title
Date
Rhetorically Analysing Gonzalez law firm webpage
Businesses and companies convince the consumers and target market of the suitability
of their product or service through commercials. They strive to persuade consumers of the
benefits of their products and services in comparison to competitors. Different avenues are
used in advertising including posters, videos, audio and door to door marketing. Currently,
websites are the leading platforms being applied in running advertisements. With internet
connectivity spreading even to remote regions, people can now access web platforms
including social media pages and other webpages easily and at affordable costs. Companies
are taking full advantage of this through developing custom websites for advertising their
products and services, which also match the target viewers needs who are potential
customers. For a website to effectively attract the target consumers and gain the attention of
its visitors, different strategies will need to be applied in developing its content. Strategies
that boost the visual appeal of the webpages in terms of the content and its arrangement as
well as its presentation. Before launching a website to public accessibility, companies ought
to test and ensure that the platform is suiting the audience and well-designed to keep them
scrolling.
The Gonzalez law group, PLLC is one of the firms with a website for advertising its
services. The firm offers attorney services to persons facing criminal charges. In a photo
appearing on the top section of its webpage, we see ethos. It is a photo containing several
individuals dressing in suits and are posing with their arms folded and captured in a portrait

Surname 2
view. The individuals on the image who are both male and female indicate that the webpage
is a legit source for finding lawyers (The Gonzalez law Group firm). Attorneys and lawyers
are known to dress in suits and the profession is associated with official conduct inclusive of
dressing. By showing the photo as the first thing on the page, the Gonzalez law group shows
that they are credible lawyers well aware of the law field who are worth trying out. The
photo’s background colour is also different from the rest of the webpage content. It is placed
on a black background which assists in highlighting the image more clearly. It allows viewers
to focus on the image as the first thing after opening the webpage.
Photo of the webpage
The webpage also applies a set of different colours to appeal the audience. One way
they have done this is through incorporating black coloured texts on a white background and
vice-versa. Black coloured texts on a white background is the common technique that most
people are aware of, which borrows from written material on books. It has a long history
which predates centuries back when reading and writing was a new concept to man.
Therefore by implementing the same, the Gonzalez law groups’ webpage borrows from a
common technique that is familiar to many. Visitors to the webpage find it easy, clear and
simple to read its texts resulting from the appropriate use of colours.

Surname 3
The webpage’s background colours also apply emotional appeal to draw in the
audience’s attention to the webpage. According to experts, the simplest arrangement of
colours articulates thoughts without words, influencing readers. The law-firm’s selection of
colours portrays the mission of the brand with clarity and strength. The page applies warm
dark colours including brown and gold. These colours show tradition, classics and relaxation
(Gadsden). They fit in well in elegant designs such as for law firms. Also, it applies a grey
background colour in the bottom part of the page, which is a neutral colour that helps in
developing contrasts and bringing out the other colours. It does not bring out any specific
message, but supports the other colours by playing the role of complementing the webpage.
Gonzalez law firm’s webpage also applies logos in winning over the hearts of the
viewers. It appeals to the audience emotion. It applies facts and statistics in the content
presented to convince the audience. One way the company has done this is through
presenting customer reviews and recommendations from previous clients who sought the
firm’s services and are satisfied. A good example posted on the webpage is a comment from
a client identified as Araza I, the comment reads “I had a great experience, they helped get
out of jail and for the most part they made a bad experience bearable, I appreciate all the
effort they put in my case.”
In addition, the firm applies unique strategies on the webpage to engage visitors. The
webpage has a form for visitors to fill out in case they wish to contact a lawyer from the law
firm. By filling out the form, users can acquire a free consultation with an attorney. The form
fields include; the name, email, phone number and brief description of the legal concern.
Also, the webpage displays a phone number that visitors can call if they need to speak with
the representatives of the firm. The phone number appears on multiple sections on the
webpage while visitors are scrolling through making it easy to trace, and prompting viewers
to make the call and engage with the attorneys in the office.

Surname 4
A screenshot of the law firm’s webpage indicating the clients’ form to fill out

Surname 5
Works Cited
Gadsden, David. The Impact of Colour in Advertising, Marketing, and Design. 14, October
2014. 30 September 2019. <https://www.maistro.com/blogs/impact-colour-
advertising-marketing-design/>.
The Gonzalez law Group firm. "Charged With a Crime? We Have Your Back." n.d. The
Gonzalez law Group firm. <https://www.gonzalezlawgroup.net/new-criminal-defense-
ppc/?dcmp=652258931&hbx_pk=%2Bcriminal%20%2Blaw
%20%2Bfirm&k_clickid=_kenshoo_clickid_&cid=31b975e6-f4a9-4b66-89b6-
5375b1eb12b1&kenibpid=p.7060._k_Cj0KCQjwrMHsBRCIARIsAFgSeI2g-
HC_d8aHZ8e_RVt7gcz1orhG9XV>.