A good law firm website builds trust before anyone picks up the phone. Visitors need to see quickly whether your firm can help with their problem, who the lawyers are, roughly what it costs and how to take the first step. With legal problems, people above all want certainty.
Many lawyers' websites are formal, long and hard to read. That puts people off. Someone who has just received a dismissal letter or is going through a divorce wants to hear in plain language whether you are the right firm. In this article you will read how to do that, with a checklist and the mistakes to avoid.
What do clients look for on a lawyer's website?
A private individual with a legal problem and a business owner in a dispute both want answers to a few questions:
- Does this firm handle my kind of case?
- Which lawyer suits me, and do they have experience with cases like mine?
- What does it cost, and might I qualify for subsidised legal aid?
- How soon can I speak to someone?
- Can I count on discretion?
Also decide who your site is mainly for. A firm that mostly acts for businesses writes differently from a firm helping private clients in family or employment law. Don't try to address everyone at once. Create clear routes for each group instead.
The key pages for a law firm website
- A homepage with your practice areas, your location and a clear button for a first conversation.
- A page per practice area, such as employment law, family law, corporate law or tenancy law.
- A profile page per lawyer: photo, practice areas, background and contact details.
- A page about fees and how you work.
- A page about how a case runs, from first contact to completion.
- Knowledge articles on frequently asked legal questions.
- Contact details, address, directions and an intake form.
Explaining practice areas clearly
A page per practice area is the heart of your website. Write it from the client's situation, not from the law. People don't search for 'termination of employment contract'; they search for 'fired, what now' or 'have my settlement agreement checked'.
- Start with the situations in which people come to you, in words they recognise.
- Briefly explain what you do in that situation and what the client can expect.
- Name the lawyer who handles this practice area, with a link to their profile.
- End with a clear next step, such as requesting a first conversation.
- Avoid jargon. If you do use a legal term, explain it in one sentence.
To rank better in Google, create a separate page for important situations. A general page about employment law attracts fewer targeted visitors than a page about settlement agreements. Read how to write copy like that in writing SEO copy.
Building trust on your law firm website
Clients choose a lawyer largely on trust. Your website can't force that, but it can support it.
- Show real photos of your lawyers and your office. A friendly, professional photo works better than a stock image of a gavel and scales.
- Write profiles in plain language. Say what someone does and for whom, not just their degrees and side roles.
- Show memberships of specialist associations where that applies.
- Be concrete about how you work, without naming cases or clients.
- Go for a calm, polished design. An outdated site unfortunately sends a message too.
In everything you publish, keep the rules of conduct for lawyers and your duty of confidentiality in mind. Don't mention recognisable cases without permission, and don't promise outcomes. Your professional body knows best what is allowed. More general tips on the right tone are in website for a professional services firm.
Fees and the first step towards contact
For many people, price is a barrier to calling a lawyer. So be as clear as you can. State your hourly rate or a range, explain whether you work with fixed prices for certain cases, and say whether you provide subsidised legal aid. Also explain whether a first introductory conversation is free, if that is the case at your firm.
Make the first step easy with an online intake form. Pay attention to the following:
- Ask for a short description, not the whole file. Documents can follow later through a secure channel.
- State that the form is treated confidentially and who reads it.
- Make sure the form is sent over a secure connection and doesn't sit in a shared inbox.
- Say within what time you will respond, and stick to it.
- Offer a phone number too, for people who would rather speak to someone directly.
If you handle many files and documents, a secure client portal can help. Clients can then upload documents safely and follow the progress of their case. More on this in having a client portal built.
Making your law firm easy to find
Many clients search for a lawyer in their region, such as 'employment lawyer' plus a town name. Complete your Google Business Profile, mention your location clearly and build strong pages per practice area. Knowledge articles on frequently asked questions attract visitors who are still exploring. Keep them up to date, because outdated legal information can damage your reputation.
A good knowledge article answers one question, such as: how long is my cooling-off period after signing a settlement agreement? Give a clear answer at the top, then explain what it depends on, and end with an option to get in touch. Add a date and the author's name to every article. That shows a real specialist is behind it. Read more about being found in your region in local SEO.
Common mistakes on law firm websites
- Long, formal copy that seems written mainly for colleagues.
- No information at all about costs.
- Profiles without a photo, or with just a list of side roles.
- A contact form with no explanation about confidentiality.
- Knowledge articles that haven't been updated in years.
Having your law firm website built by Violexa
We build calm, professional websites that clearly explain what you do and make the first step towards contact easy, with forms that are set up neatly and securely. You update copy, profiles and articles yourself through a CMS. A custom website through websites and apps starts from €1,799 excl. VAT (€2,177 incl. VAT). Larger projects, for example with a client portal, get a fixed price upfront, in writing.
Want to know what your firm needs? Book a free quickscan. It is a 30-minute conversation, online or at your office. Afterwards you get short written advice with a price indication, with no obligation.
Frequently asked questions
What should a law firm website include?
Your practice areas, profiles of your lawyers, information on fees and how you work, and a clear way to get in touch. Write everything from the client's situation and in plain language.
Can a lawyer put their fees on their website?
Yes, and it helps lower the barrier for clients. You can give an hourly rate, a range or fixed prices for certain cases. Keep the rules of conduct of your profession in mind.
How does a law firm get more clients through its website?
Build strong pages per practice area and per common situation, so you are found for what people really search for. Make getting in touch easy and be clear about costs and response times.
