Law Firm Website Design: 3 Tips To Attract + Convert New Leads

law-firm-website-designWhere’s the first place people go when they’re looking for legal advice? 

I bet you said Google.

If you did, you’d be right. Around 96% of people looking for legal advice start online.

Law firms that invest in website design and hire a law firm marketing service attract more traffic through search engines, get more high-quality leads, and have greater successes than those without a website.

In this article, we’ll go over why an expertly designed law firm website is worth the cost. We’ll also share a couple of tips and examples.

Why good design is important for your law firm website

Many legal professionals either don’t have a website. Or they have a poorly designed website that does more harm than good.

But when you consider that 57% of consumers look for a lawyer on their own (with a large number of them searching Google), you realize that’s a lot of missed clients.

And even if you only take referrals, your website is the first thing many potential clients see. 

The best law firm websites are designed with the customer in mind. They’re the place potential clients at the bottom of the funnel end up. If you consider that when designing your website, those leads will turn into conversions.

3 tips to get your law firm website up and running

Here are three tips to make sure your law firm’s website is the best it can be.

1. Think about your customer persona

Your law firm’s website is one of the best ways to attract new clients. But you don’t want to market your services to just anybody.

Think about what your clients are looking for rather than what you think they want to know. That is, don’t make the mistake of building a website that doesn’t serve your customer persona.

Answer these questions to make sure you’re addressing potential clients’ pain points.

Who is my target client?

If you already have an active website, you can use Google Analytics or similar software to determine who’s coming to your website.

Or you may already have an idea of who your target client is.

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In any case, take note of things like their demographic, where they live, how they found you, how they prefer to communicate, and what they feel when they get to your website.

With this information, you can build out your website to better address their needs. 

When they find my website, what are they looking for?

Put yourself in a potential client’s shoes. When they get to your website, what are they looking for?

Their goal will vary depending on the demographic, but there are a few standard items that most people look for when looking to hire a law firm.

Thinking this way will give you an idea of what pages to prioritize and how to shape your copy.

How do they feel?

Consider this scenario: Jane has been wrongfully dismissed from her job and is looking for legal advice. This is her first time contacting a law firm. How is she feeling?

Probably anxious.

Jane will want to see that you’ve handled similar cases before, and she’ll want to contact you as soon as possible. So, you’d better have a testimonial page and a contact page.

2. Focus on ease-of-use

Nothing’s worse than landing on a website and not being able to find what you’re looking for, especially if that’s contact information.

And if you’re Jane, you’re already frustrated and anxious. If it’s not immediately obvious how to get in touch, you’ll go somewhere else.

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First thing’s first — make your contact information prominent and accurate. And give your prospective client plenty of ways to contact you. 

Secondly, make sure your website is easy to navigate.

One simple test you can run is getting various people to do something on your website, like book a free consultation. But don’t just ask anyone — get a diverse sample of people testing your website.

What’s obvious to a tech-savvy millennial might not be as apparent to your grandfather.

You’ll want to run these tests on every version of your website, including mobile.

3. Include these important pages

If you’re serious about SEO for lawyers, you’ll need these essential pages on your website.

About us

Every law firm needs an about us page.

It’s tempting to list everything you’ve ever done, but that’d be a mistake. Instead, write as if you were having a conversation with a friend, telling them why you’re passionate about law.

You can also use this page to introduce the lawyers on your team, go over their qualifications, and list their individual contact information.


What better way to impress prospective clients than testimonials?



Reach out to your past clients and ask what they liked about your service — get as specific as possible. And if you want to go above and beyond, video testimonials are even better.


This is a bit of a tricky one, but you’re going to have to discuss fees with prospective clients at the end of the day.

You don’t have to list your exact fees, but giving clients a general idea of what to expect will go a long way in fostering trust.

Contact us

It’s worth reiterating just how important your contact us page is. 

Make it easy to find and simple enough that anyone could contact you. And give prospective clients multiple ways to do so, including by phone and email.

One avenue untapped by most law firms is live chat. Being available to answer questions immediately could be the difference between acquiring a new client and not.


A blog is not only an excellent way to attract new leads through search engines, but it’s also a way to connect with prospective clients.

Try to answer questions related to your area of expertise, and narrow in on everyday things.

For example, Taylor Janis Workplace Law uses their blog to answer questions potential clients may be asking, like “how much severance pay am I owed in Alberta?

3 law firm website examples

1. Taylor Janis Workplace Law

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2. White & Case

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3. LewisRice

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Attract more leads with your law firm website

A well-designed website is a significant part of any law firm’s marketing strategy

It’s worth investing the time and effort into figuring out what prospective clients want to see when they land on your page.

With an easy-to-navigate, targeted website, you’ll be setting yourself up for success.