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Shaking hands to represent building trust with your website viewers

Your Law Firm Website Needs To Earn Your Visitors’ Trust

Part of running a successful law practice these days is making sure that your law firm website is optimized to engender trust and, as importantly, generate leads.

If people don’t like the look of your site, they’re never going to call and book a consultation.

Which attorney web design principles are important? What makes great legal websites tower head and shoulders above the rest?

In this post, we’ve narrowed down the top seven things that must be included in your law firm website design.

Ignore these fundamental elements at your own peril, because they are designed to help earn your visitors’ trust and convince them that your firm is the one to call. With the amount of competition online, you simply cannot afford to let these things slide.

Your website is often your first point of contact with potential clients.

Make it a good one, or it may also be your last point of contact.

Seven Things Every Law Firm Website Should Have

1. Why Us (About the Firm)

You know that your firm is great and that you’re the best possible option for the person checking out your site.

However, they don’t know that yet. Here’s where you get to explain to them why they should choose you above all of your competitors.

Here’s where you let them know more about why the firm started and what the firm’s aims are. You can inject a little personality into this page and let them see that they’re dealing with approachable human beings.

They want to know why they should trust you and that you’re not just in it for the billable hours.

They’re not stupid; they know that you’re running a business, but they want some reassurance that your firm is not some soulless corporation.

PRO TIP – Do put in a call to action somewhere on the page, but don’t overdo the sales aspect. This is not an advertisement for your firm, but rather a chance to convince people that your firm is credible and worth trusting with their problems.

2. Attorney Biographies and Headshots

This is where people learn more about each of the attorneys at the firm.

Handing over a legal matter to someone often means trusting them with sensitive information. Prospective clients want to know the people that they are dealing with.

You need to include professional headshots for each of the lawyers at the firm. Beneath the headshots, list their qualifications and specializations.

Give an idea of the sterling track records that the attorneys have and list big wins where you can.

The idea is to create a professional portrayal of each of the attorneys.

Optimal law website performance

3. Practice Area Pages

Law is a wide and varied field.

Your practice will have specializations, and these should be clearly listed. Have a dedicated page for each separate practice area.

On these pages, detail what services you offer and explain more about what you can actually do for your clients.

People are going to be most interested in finding out whether you specialize in the area that is most relevant to their case, so take this opportunity to list who these services apply to. Give them a way to figure out if their case fits into one of these categories.

Also, use sub-practice area pages to explain the different specializations within each area. Speak about similar cases that your firm has handled, and list the attorneys at the firm who are specialists in each area.

4. Resource Page

Look at the resource page as a way to give something back and at the same time demonstrate your expertise.

Think about questions that people might ask regarding your services or the type of law you practice, and create a list of resources to match.

The idea is to provide valuable information that both showcases your talent and is also useful on its own.

Consider creating downloadable resources that might be useful to clients.

Say, for example, you are a personal injury attorney – you might consider a checklist of what to do after an accident.

Get creative, and above all else, provide value.

While you don’t want to give away all the answers, you want to show enough proficiency that the prospective client believes that your firm is in it for more than the money.

5. Case Studies

Case studies are a tried and tested way to show your skills and establish the credibility of your firm. These are real-life cases where clients can walk the reader through the way you handled the situation and how you resolved it.

Obviously, you cannot mention names or identifying details, and you do want to focus on cases where you won, but this is an excellent way to walk people through the process.

They want to know that they are in good hands, so show them.

6. FAQs

As an attorney, you understand the intricacies of the law. For most people, though, the law can be confusing.

Providing a section on your site that explains some of the complicated concepts in easy-to-understand language can be very valuable for prospective clients.

This helps to establish your expertise and also engenders trust.

7. Call to Action (Method of Contact)

You need to make sure that you have your contact details displayed clearly on every page.

In addition, you should have a “Contact Us” page. Give people several ways to contact you, and also embed a Google map on the page so that they can find your office easily.

PRO TIP – Give your visitors a reason to contact you. Come up with a special offer or incentive for them to reach out.

Giving Your Clients a Reason to Pick Your Firm

Your site needs to be professionally set up and look good, but it also needs to convince people that your firm is trustworthy with the expertise that they need.

You can do that by including the pages that we have listed above.

Yes, you’ll be giving away some advice for free, but that’s just a way to show off your expertise and give prospective clients the indication that you truly care about them.

It can also be helpful in warding off time wasters who have no real legal grounds for the cases that they want you to take on.

Overall, though, your website is one of the best tools that you have to promote your business. It’s out there 24/7, available for all to see, so make sure that the image portrayed is a trustworthy one.

Andrew Bachman
Andrew Bachman is the Web & Graphic Design department head and has been in the industry for over 10 years. His passions are fitness, art and music and he really enjoys being able to help local businesses tell their story through their websites.
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