How to Make A Law Firm Website that Converts in 2019

Written by Max

August 10, 2019

So it’s 2019. Statistically, you’re probably reading this article on your phone. 

And you probably got here by finding this through a search engine, like Google or Bing, or you might have even tapped on it in your social media feed.

All that to say, we humans are now even more connected than ever! If cavemen thought fire was cool, what do you imagine their reaction would be to a smartphone?

In any case, the fact that we as a society are so connected and using things like search and social media, means that business owners, and law firms in particular, absolutely NEED some kind of web presence.

Just in case you don’t believe us, here are some more stats to back up that reasoning:

  1. More people than ever are doing their due diligence before buying. [Source]
  2. Most of that search is on mobile now, especially in the US. [Source]
  3. Mobile phones are little computers that people are using to search… the INTERNET. Yes, people do ask around when they need something, but now more than ever, people are doing their research online. [Source]
  4. These numbers are only projected to grow, at a rate of 10% EVERY year. [Source]

So, without some kind of digital real estate, your firm is missing out. Like, REALLY missing out.

But wait, there’s more…

You can’t just have shoddy web pages and expect people to want to do business with you. I mean, if someone wanted to do surgery on you in a dilapidated warehouse, you’d probably have some red flags going off, right? Right!?

You wouldn’t practice law in an abandoned warehouse, would you? Your site shouldn’t look like one, either!

You’d have some concerns…

Sterility? Infections? Is this guy (or gal: seedy, black market medicine is an Equal Opportunity Employer in 2019) even really a surgeon? Will my kidneys be missing after my “X-Ray”?

… you know, those kinds of red flags.

That might be an extreme example, but I think the point is still clear: legal services have a certain standard of professionalism. If that standard isn’t met in the eyes of your prospective client, then there’s a good chance that they will move on to someone else whom they feel safer with, and will better take care of their needs.

So you know you need a website, and it needs to be good. But what goes into a good website?

First, we want to set some constraints: 

  1. We don’t want to talk to EVERYONE – we just want cases that we think are high probability wins. Our site should filter out bad prospects.
  2. Along those lines, by the time we are talking to the client, we should be discussing case details and strategy, not qualifying them to work or answer questions about the process. So it should also take care of some housekeeping for us, too. 

With those in mind, here’s 7 Best Practices that your site should incorporate to drive prospects through the doors of your firm:


  1. Contact Info – pretty common sense, so it should go without saying. It should be pretty easy for any user to know where they are and whom they are about to contact. You’ll want to include:
    • Name
    • Address
    • Phone #s
    • Contact Forms, for messages
  2. Media
    • Pictures – Faces and names, so people can visualize who they’d be talking to, and there’s a sense of familiarity when you finally do meet.
    • Videos – Pictures on steroids. These also give you a chance to show some personality, which really sets you apart from your competition.
  3. Social Proof
    • Reviews – As a local business, these are critical for your firm. [Source]
    • Media Features – People love to see that you have worked with BIG brands. So if you’ve been featured in popular editorials or featured on local TV stations, list those here.
  4. FAQs – This is the housekeeping section we mentioned earlier. Refer people here to take care of questions that get asked repeatedly.
    • About Us – So people can learn more about you and see that you are in fact a human being.
    • Contact Us – Easy way for people to contact you and see where you are located
    • Directions – Especially useful for SEO, but also helps people in bustling metros.
    • Practice Areas – If the prospect is looking for a tax attorney, but you prefer to work with accident cases, that should be something that is noted on your website.
  5. Site Speed 
    • This is more of a technical issue. Slow sites are horrible user experience (UX).
    • If your site takes a while to load, there is a high likelihood of your prospect leaving just out of frustration. 
  6. Site Structure
    • High Level – We want to take care from the get-go and design your website so that it takes into consideration your site layout. We want to pay special attention to thigs like Categories and Tags, Menus, Layout, and UX for reasons we’ll go over later.
    • Deep Dive – We also want to design each individual page so that it takes into account human psychology. That way potential clients don’t get bored and wander away, but take action and call you, the attorney, ASAP.
  7. Modernization
    • Remember that professionalism we talked about earlier? Your page shouln’t resemble Myspace, circa 2007.
    • Include some flashiness, maybe a knowledge bot, but don’t impede UX.

Wrap Up

We’re going to conclude here, because it is starting to run a little long. But the above is the backbone of a solid website ready to turn visitors into phone calls. 

Need some help with your site but not sure where to start?


Claim Your Law Firm Marketing Offer

The next article will be about fine-tuning specific pages. These pages have one goal: turn it’s visitors into leads.

Keep an eye out for: 9 Tips for Lead-Generating Law Firm Landing Pages (or How to Collect Prospect Information in 2019)

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