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The Complete Guide to Designing a Law Firm Website: In the digital age, your law firm’s website is the cornerstone for attracting clients and building your brand. But how do you design a site that persuades and converts prospects seeking legal help?
As an experienced designer for professional service firms, I will share my comprehensive guide to law firm web design including:
- Key pages visitors expect to see
- Establishing trust and authority through content
- Optimizing layout and navigation for conversions
- Integrating lead capture forms seamlessly
- Showcasing credentials, case studies and client reviews
- Speeding up page load times on mobile
- Measuring analytics to refine the site
- Avoiding common pitfalls causing underperformance
Whether you are a solo attorney or large practice, apply this strategic blueprint to craft an impactful law firm website that generates qualified leads.
Let’s get started!
Understand Your Client Personas
Start by developing profiles of your ideal clients:
- Demographic and geographic info
- Their legal needs and motivations for seeking counsel
- What concerns them most choosing representation
- Where they currently turn for legal information
- Challenges they face in the legal process
With this psychographic data, you can design the full site tailored to converting high-value personas.
Audit Competitor Websites
Research how peers approach key elements:
- Site architecture and navigation
- Homepage layouts and hero sections
- Calls to action and lead gen placement
- Attorney bios and ways credentials are showcased
- Use of visuals like stock photos and videos
- SEO optimization and site speed
Derive inspiration from their wins while improving on their flaws.
Evaluate Your Current Website
If redesigning, objectively assess:
- What is underperforming on achieving business goals
- Where users struggle based on analytics
- What feels dated visually or content-wise
- What visitors compliment or complain about
- Technical issues like site speed and responsiveness
This informs what to refine in the redesign.
Map Out Your Website Structure
Organize site architecture strategically around user journeys:
- About Us explaining backgrounds and experience credentials
- Attorney bios and expertise overview pages
- Case studies and successful matter examples
- Services and practice areas offered
- Location, hours and contact info
- Client login for case status and documents
- Intake form to request consultation
Minimize clicks by structuring IA very logically.
Perfect Your Homepage Message
Make a strong impression by leading with:
- The specific client problems you can solve
- Your law firm’s unique strengths and values
- A credible team overview showcasing top attorneys
- Social proof through recognitions, awards and client quotes
- Clear path to getting a free consultation
This high impact hero message builds immediate trust.
Optimize Page Layout and Navigation
Facilitate quick finding of information through:
- Clean layouts with consistent structure across site
- Simple primary nav with logical categories
- Relevant visuals like attorney headshots and office
- Prominent calls to action above the fold
- Breadcrumbs linking back to section pages
- Next step CTAs to guide visitors through funnel
Remove all friction as prospects seek info they need.
Write Persuasive Copy That Converts
Humanize your firm through word choice:
- Conversational yet professional tone
- Avoid overtly sales focused or promotional language
- Focus on educating visitors and building credibility
- Emphasize expertise, case results and dedication to clients
- Utilize relatable attorney bios and attorney profile pages
Copy should reassure prospects you understand their situation and can help.
Showcase Case Studies and Results
Feature examples of matters you’ve handled successfully:
- Detailed summaries of challenges overcome
- Background and approach taken by your attorneys
- The positive outcomes and results achieved
- Client testimonials validating services
- Awards, media features recognizing achievements
- Before and after comparisons that build credibility
Proof of expertise and results builds confidence to hire you.
Integrate Calls to Action Strategically
Prompt visitors clearly toward desired actions like:
- Clickable phone numbers and email links
- Free consultation signup forms on multiple pages
- Clickable chat pop-up for real-time assistance
- Visible contact request buttons in header/footer
- Email newsletter sign-up
- Next-step messaging after conversions
Shepherd prospects across the entire sales funnel lifecycle.
Show Attorney Credentials and Bios
Build credibility by highlighting:
- Attorney photos, qualifications, bar admittances
- Law school education and graduation years
- Areas of specialty and expertise focus
- Professional association memberships
- Speaking engagements, publications and media
- Attorney review scores and client satisfaction
Profiles establish attorneys as trusted advisors.
Mobile Optimize Your Pages
With over 60% of traffic mobile, ensure flawless experience:
- Simplified responsive one column layouts
- Minimum horizontal scrolling and tapping
- Legible typography and CTAs for small screens
- Accelerated Mobile Pages (AMP) for speed
- iOS and Android app alternatives
Remove all friction from researching, contacting and hiring you via mobile.
Enable Lean Page Speed
Slow page loads hurt SEO and conversions. Optimize for speed:
- Minimize HTTP requests through code optimization
- Enable compression and browser caching
- Lazy load non-critical assets below the fold
- Optimize images through compression and resizing
- Configure FastCGI caching
Even 1 second delay loses visitors. Test speed and optimize.
Install Analytics and Track ROI
Continuously improve through actionable data:
- Install Google Analytics
- Track custom conversions for lead form fills, calls, chat inquiries
- Record click-through rates on calls-to-action
- Analyze landing pages and high exit pages
- Set up Search Console to identify SEO issues
- Measure site traffic sources and high-traffic pages
Quantify results to focus efforts on what works.
Choose the Right Web Platform
Evaluate leading legal site options including:
- WordPress – Popular open source CMS
- Drupal – Advanced enterprise CMS
- Wix – Drag and drop website builder
- Squarespace – Beautiful templates with CMS
- Lawyerist Sites – Pre-built attorney website templates
- Nationwide Attorney – Done-for-you attorney websites
Align technology choice with capabilities and resources.
Mistakes to Avoid
Sidestep these common legal website pitfalls:
- Too much promotional, sales-focused copy
- Outdated designs with excessive text or stock photos
- Lackluster attorney bios lacking credentials
- Cluttered pages or confusing navigation
- Undervaluing page speed and mobile optimization
- Generic content that fails to connect with visitors
Keep user experience, not your preferences, at the center.
Now You’re Ready!
With these best practices, you can create a law firm website that:
- Builds instant credibility with quality design and content
- Guides visitors smoothly through SEO-optimized site architecture
- Persuades through proof-based content like case studies, bios, recognitions
- Converts visitors into leads through well-placed calls to action
- Optimizes fully for mobile users and site speed
- Enables continual refinement through analytics insights
The possibilities are endless. Now that you have the blueprint, the only limit is your vision for reaching clients online!