Ensure you have a website that gives your clients everything they need to know with these 12 essential pages
In the past, your website could merely be an advertisement for your physical location. A single page, some contact information, and you were off to the races. Now, your website needs to be a comprehensive experience for visitors, an optimized engine for generating interest in potential clients.
These are the 12 essential pages your website needs to get attention, convert visitors into clients, and grow your law practice.
When you think of what a website was 20 to 25 years ago, the homepage is probably the image in your mind. Just because it’s old doesn’t mean it no longer serves a purpose. Homepages have stood the test of time precisely because they’re so useful, and what used to be singular destinations are now an entry point for a larger site.
Your homepage needs to communicate exactly who you are and what you do succinctly. Lean on your brand identity and marketing here, if you have fonts and colors you use in ads, they should be present on your homepage to present a unified experience.
The design of the page should be elegant and simple, presenting visitors with an eye-catching and yet easy-to-read summary of your firm. Include your contact information and a prominent CTA (Call-To-Action) to facilitate any visitor submitting a lead.
2. Who We Are
Often placed under the heading “Our Firm,” this tells the story of your law firm. Who are you and why do you do what you do? Putting a human face on your firm is vital, as people who have the need for a lawyer are often under heavy stress and a little trust can go a long way.
Your focus is all about making visitors comfortable with you representing them. A discreet CTA should be present at the bottom of the page, but don’t take away focus from your primary goal.
Think of this as another layer to your Who We Are page. While it communicates the story of the firm, this further humanizes you by providing a glimpse into your staff as people.
Clients seeking lawyers are preparing to trust strangers with sensitive information. Give them a reason to trust you by showing a professional and yet human face.
4. Practice Areas
Any area of law your firm practices needs its own page, even if it’s only one. Provide details about the services you offer in each arena, and address the concerns that a potential client might have when seeking this kind of representation. Short FAQs are sometimes a good solution if you can use them without having the page appear cluttered.
5. Sub-Practice Areas
Depending on how specialized your practice areas are, you might have a use for pages dedicated to areas within the larger practice areas. If you find there’s too much information for one of the less specific pages, don’t worry about dividing your specialties up.
Include the same kinds of information you would with the larger practice areas. Also be aware that you can help your SEO by including specific keywords in your copy that will aid in targeting. No matter how many of these sub-pages you add, ensure that your page remains quick to load and easily navigable.
Blogs can pull triple duty on your site. They give you a chance to display your expertise and put a human face on your firm, both of which are valuable when it comes to generating leads. Search engines love constantly updated content, so an active blog will help your rankings in search results.
Use your blog to go in depth on the questions and concerns your potential clients might face. Look at your FAQ as a good source at the start. The good news is that the longer you write your blog, the easier time you will have both writing and coming up with topics.
7. Contact Us
The purpose of your site is to get someone browsing it to contact you. A page dedicated to that is a must. This isn’t to say that your contact details should be confined to one page. On the contrary: think of them as letterhead. They should be on every page.
Anywhere your contact information appears, it must be consistent. This means your pages, your social media, your Google Business Profile, and so forth. If anything changes, you need to update them across every platform.
Listings syndication applications such as our own Listings Manager from makes this easy, allowing you to update contact info across the web in one easy place. Absent that, you have to look for it and update it manually. Inconsistent contact information damages your SEO.
Schedule your Lead Science consultation to see how our exclusive business listings application, Listings Manager, can keep your law firm listings accurate wherever they appear online.
8. Request a Consultation
The end goal for anyone visiting your site is to submit a lead. They can in theory do this with an email or a phone call, but the most common way is through a form.
The form should be as short as you can make it, with only the most necessary information requested. Ask for too much and you’ll frighten otherwise interested parties away. When you put this form on your site, include a link on your main menu. It’s just that important.
9. Reviews and Testimonials
Word of mouth used to be the primary way firms drummed up business. Online reviews and testimonials are the world of mouth of the digital age. This is how you establish credibility and show evidence of your good work.
There are ethics rules regarding reviews and testimonials, so be certain you know and abide by them.
10. Case Results
Case studies go hand in hand with testimonials. Rather than demonstrating a client’s satisfaction, these highlight your results as well as monetary awards for won cases.
When hiring a lawyer, results trump every other concern. We don’t hire a lawyer because we want to lose. Showing your track record of success allows your clients to be assured they’re in good hands.
Every law firm has their own way of doing things, and clients don’t always know what to expect. In addition, they’re under a lot of stress from whatever required them to retain a lawyer. Establishing a groundwork of expectations for clients goes a long way providing peace of mind.
The legal profession is mysterious to many people and they have questions. Creating a repository of those questions for visitors is invaluable. These can even help your lead generation as many visitors can be edified and reassured by your answers. Don’t forget a CTA on each page that goes to a lead-capture form.
Lead Science is the perfect website provider for your law firm
These 12 pages present a depth and breadth of information that serves both your SEO and the needs of your client base. Most importantly, they are a solid framework for lead generation.
At Lead Science we have nearly two decades of experience designing and developing websites that give clients the experience they demand and the leads you need. Schedule your consultation today to receive your free demo. We’d love to show you how our website platform can bring in more clients and help your law firm grow.