People searching for a lawyer are often in a stressful situation. Your website must establish credibility, demonstrate relevant expertise, and make contacting you as easy as possible.
Practice Area Pages
Dedicated pages for each area of law you handle:
- What the practice area covers
- Common situations where clients need this help
- Your approach and what makes your firm different
- Relevant statutes of limitations or time-sensitive information
- FAQ section for that practice area
- Case results or outcomes (where ethically permitted)
- Clear call to action for a consultation
These pages drive the majority of organic search traffic for law firms.
Attorney Profiles
- Professional headshot
- Education, bar admissions, and credentials
- Practice area focus
- Professional experience and notable cases (within ethical guidelines)
- Professional associations and publications
- Speaking engagements or media appearances
- Awards and recognitions (Super Lawyers, Best Lawyers, Martindale-Hubbell)
- Personal interests (humanizes the attorney)
Case Results and Testimonials
Social proof within ethical advertising rules:
- Notable case outcomes (verdicts, settlements — with appropriate disclaimers)
- Client testimonials with proper consent
- Case studies describing the situation, approach, and result
- Disclaimer language as required by state bar rules
Consultation Booking
- Online consultation request form
- Phone number prominently displayed
- Live chat or chatbot for after-hours inquiries
- Option to schedule a specific time (calendar integration)
- Clear description of what happens during a consultation
- Fee or free consultation information
Educational Content
Legal content serves both SEO and client education:
- Blog posts addressing common legal questions
- Guides for each practice area
- Explanation of legal processes
- FAQ organized by practice area
- Video content explaining complex legal topics in plain language
Content should be written for a general audience, not other lawyers.
Trust Indicators
- Bar association memberships
- Peer review ratings (Martindale-Hubbell, Avvo)
- Awards and rankings (Super Lawyers, Best Lawyers, U.S. News)
- Years of combined experience
- Number of cases handled or clients served
- Pro bono work and community involvement
- Media appearances and published articles
Firm Overview
- Firm history and founding principles
- Mission statement or firm values
- Office photos showing a professional environment
- Community involvement
- Diversity and inclusion commitment
Resource Center
- Downloadable guides and checklists
- Legal glossary for laypersons
- Commonly needed forms
- Links to relevant court and government resources
- Newsletter signup for legal updates
Multi-Location Presence
For firms with multiple offices:
- Dedicated page per location with address, map, and team
- Location-specific case results
- Practice area availability by office
Mobile Experience
Legal searches happen at all hours from phones:
- Click-to-call from every page
- Contact form works perfectly on mobile
- Attorney profiles readable without zooming
- Practice area content scannable on small screens
Local SEO
- "[Practice area] lawyer in [city]" throughout content
- Google Business Profile optimized for each office
- Schema markup for law firm and attorneys
- Reviews on Google and legal directories
- Consistent NAP across legal directories (Avvo, FindLaw, Justia)
A law firm website that answers people's questions and demonstrates relevant expertise generates consultations without aggressive sales tactics.
Ready to build a law firm website that attracts clients? Contact us to discuss your firm's needs.