How to make a law firm website a successful conversion platform

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You’re confident in your skills as a lawyer. You win cases for your clients, you have a great reputation, and you’re a trusted voice in the legal field.

But even if you’re in the best in your field, your firm’s website may be designed to fail. According to Forbes Advisor, 57% of users are less likely to recommend a business to someone if they had an unsatisfactory experience with its website.

Creating a well-designed, easy-to-use, and simple to understand website is one of the keys to your business’ success. Why? It’s more likely to convert users and convince them to hire you for all their legal needs.

Whether you need a redesign of your site or you’re starting from scratch, you’ll need to keep conversion top of mind with your website. After all, bringing users to your site is only half the battle; getting them to convert by contacting you and eventually becoming your client is the ultimate goal.

Here are some tips to keep in mind when creating your legal website.


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Include calls to action

Create educational blog content

Convey your personality

Incorporate high-quality photographs

Ensure your site functions properly

Make it trackable with easy-to-understand metrics

Include calls to action

When people come to your website, is there a clear path they can take to lead them to convert? Does your copy — and the design — lead to a prominent call to action button?

You have to speak directly to your audience and show what action to take. Then, you need to make that call-to-action button on your site stand out by choosing a color that provides contrast includes a specific action like, “Call Us Now” or “Schedule Your Free Consultation.”

To convince users to take action, include positive testimonials from former and current clients. These testimonials contribute to your law firm’s trust and credibility, and will encourage users to take that next step and convert.

Create educational blog content

You’ll want to create content that’s helpful to people who are searching for legal information on Google. Be specific with your language when addressing your target client, and make sure the information offers value.

Use relevant SEO keywords for your business, and don’t be overly promotional. People want information that will improve their lives — not a sales pitch. Offering informative content to a user will help validate that they came to the right place and could also convince them to convert.

Convey your personality through your website

Typically, your homepage will get the most traffic, followed by your “about” page. The homepage and about page present prime opportunities to communicate the messages that are most important to your users.

On these pages, it’s critical to show who you really are — as well as to share your unique story and the offerings that set you apart from other lawyers. Include your attorney biography to show potential clients why you stand out from competitors. This doesn’t mean you’re writing, “I’m the best personal injury lawyer in Sarasota!” It means trying to impress them with your educational background, awards and case results, along with showing your personal side.

On your bio page, sprinkle in your personality and show your human side — this isn’t meant to be a resume or C.V. Perhaps you can talk about your dedication to your family or community or your favorite hobbies. Potential clients want to know a person is going to represent them, not a website.

Incorporate high-quality photographs

Using high-quality, stock images as well as professional photographs of you and your team is crucial when it comes to designing your website. Avoid photos that are poorly cropped or grainy, and don’t upload photos directly from your social media platforms. Ask a headshot photographer for the original versions of your high-resolution photos.

Team photos are important because they can show that your firm treats everyone like family. Plus, they can humanize your firm for the user and demonstrate that they’ll have an entire team on their side when they work with you. Your headshot photographer can help create shots that will appeal to your target audience.

Ensure your site functions properly

Your website should flow easily and be simple to scan so that users can find the information they’re looking for right away. Having clean code on the back end, a healthy site speed, a mobile-friendly design, and minimal distractions will help you rank higher on Google and attract more visitors to your site.

Make it trackable with easy-to-understand metrics

Analytics is usually a common question around websites. Remember: You’ll need to analyze site’s performance to ensure that you’re getting a high return on investment (ROI). With INSIGHT, FindLaw’s Performance Analytics Dashboard, you can look into your analytics and see insights like visits, page views, and referring sources.

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Getting started with website conversion

Creating a site with FindLaw is going to boost your law firm’s visibility and marketing strategy. However, you’ll need to put in the legwork to convert your users as well.

While FindLaw can help you find the best leads, you’ll have to close the deal. Once you’ve got quality leads visiting your site, take the right steps to get them to convert and become a dedicated client of your firm.

Want more information on how FindLaw can help you generate leads? Download a free guide or find a local consultant today.



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What makes a law firm website a successful conversion platform?


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