Do I need a website for my law practice? A decade or two ago, this was a concern. Do I need to spend this time and money on building out a site? Today, it’s a given. Your prospective (and current) clients expect a robust online presence, and you must deliver if you want to grow your firm or practice.
Whether you are launching a new website or seeking to improve an existing one, the key is to stand out and create a presence that drives results. Read on (and take notes!) for tips on building a successful website.
Creating a website isn’t just about having an online presence, it’s about building something that actually works for your law practice. A strong legal website can help you bring in new clients, build trust, and increase your visibility in a competitive market. Whether you’re just starting out or looking to refresh your current site, the right strategy can make a huge difference.
Let’s walk through the first and most important step:
Before you even start designing your site or choosing colors, take a step back and ask: What do I want this website to do? The answer can vary depending on your goals. Are you:
Once you’re clear on your goals, it’s time to think about who you’re trying to reach. Are you serving individuals dealing with family issues? Small business owners? People facing criminal charges? Each group is looking for something different, and your website should reflect that.
When you know who you're speaking to, it becomes much easier to write content that connects with them. Think about their concerns, their questions, and the kind of help they’re searching for when they land on your site. The more specific and relevant your content is, the more likely they are to trust you and take the next step.
Why is it important to define my audience before building a site? Because not every visitor is looking for the same thing. Someone searching for a divorce lawyer needs different answers than someone facing DUI charges. Tailoring your site to specific needs makes it more useful, and more effective.
What if I serve multiple types of clients? You absolutely can, and should, serve more than one group. The key is creating separate landing pages for each practice area. For example, you might have one page for personal injury cases, another for estate planning, and another for business law. This helps you speak directly to each audience while improving your visibility in search engines.
If you handle different types of legal work, don’t try to cram it all onto one page. Instead, create dedicated pages for each service you offer. Not only does this make it easier for visitors to find exactly what they’re looking for, but it also boosts your SEO. Search engines reward websites that are well-organized and focused on specific topics.
Let’s say you’re a general practice lawyer. You might include pages for:
Each page should answer common questions, explain how you can help, and guide the visitor toward taking the next step, whether that’s calling your office, filling out a form, or booking a consultation.
By taking the time to clearly define your goals and understand who your audience is, you're setting a strong foundation for your website. This isn't just a marketing step, it's the key to building a site that truly supports your law firm’s growth and gives potential clients a reason to choose you over the competition.
Ready to move on to choosing the right platform or need help expanding the next section? Let me know!
One of the first major decisions you’ll make when building your law firm’s website is choosing which platform to use. This choice matters more than many people realize, it affects everything from how your website looks, to how easy it is to update, to how well it performs in search engines. And just like choosing the right legal strategy for a client, you want to make sure the platform fits your goals and budget.
A CMS, or content management system, is the tool you’ll use to build, manage, and update your website. It’s kind of like the foundation and toolkit for your entire online presence. You’ll use it to upload new blog posts, change photos, update service pages, and keep your content current.
There are a lot of platforms out there, but not all are created equal, especially when it comes to building a professional website for a law practice.
Here’s a quick look at some of the most common platforms used by attorneys:
Before you decide, here are a few things to consider:
Do I need a developer to build my law firm’s website? Not necessarily. If you use a platform like Wix or Squarespace, you can often do it yourself or with light support. If you want more customization or advanced features, hiring a web developer, especially one with experience building legal websites, can be worth the investment.
What if I already have a website but it’s outdated? You can often rebuild your existing site on a better platform. Many law firms start on one CMS and later migrate to another that better fits their needs. Just make sure your existing content is properly backed up and that the new site redirects URLs to preserve SEO value.
What’s the best platform if I plan to grow my firm over time? If long-term growth is your goal, WordPress usually offers the best scalability. It gives you full control over how your site evolves as your practice grows.
Choosing the right website platform is like choosing the right tool for the job, it sets the tone for everything else. Start with something that supports your goals, gives you flexibility, and allows your firm to grow online. Whether you go with a DIY builder or hire a team, the right platform is your first step toward building a powerful digital presence.
When someone lands on your law firm’s website, they’re usually looking for one thing: help. Whether they’re facing a legal issue, trying to understand their rights, or looking for a lawyer to represent them, they want answers, and they want them fast. That’s why user experience, often called UX, is one of the most important parts of a successful legal website.
User experience refers to how easy and enjoyable it is for someone to use your website. A good UX makes it simple for visitors to find what they’re looking for, understand how you can help, and take action, like calling your office or booking a consultation.
On the flip side, a poor UX can drive people away. If your website is hard to navigate, takes too long to load, or has too much legal jargon without clear direction, most visitors won’t stick around. They’ll head to the next law firm on Google.
Let’s break down what makes for a great user experience, especially for law firm websites:
Your website should be simple to move through. A visitor should never wonder, “Where do I click next?” Use a clean, organized menu with clear page titles like:
Avoid hiding important pages in drop-down menus or giving them confusing names.
A CTA is any prompt that tells visitors what to do next, like “Call Now,” “Schedule a Free Consultation,” or “Contact Us Today.” These should be clearly visible throughout your website, especially on high-traffic pages like your homepage, service pages, and blog posts.
Place CTAs:
Law is complicated, but your website doesn’t have to be. Break content into short paragraphs with headings and bullet points. Avoid legal jargon unless you're explaining it in plain English.
Think of your website as a conversation, not a textbook. Visitors should feel like you’re speaking to them, not at them.
If someone can’t quickly find what they need, like your phone number, a list of services, or office hours, they’re likely to leave. Even worse, they might assume you don’t offer the help they’re looking for and turn to a competitor.
To avoid that, make sure:
Here are a few features that can make your website even easier to use and more effective at converting visitors into clients:
Why is UX so important for a law firm website? Most people visiting your site are already stressed or unsure about their legal situation. A smooth, easy-to-use website helps build trust and makes it more likely they’ll contact you instead of clicking away.
Can a simple website still have good UX? Absolutely. You don’t need a fancy design or tons of animations. What matters most is that your website is clear, helpful, and easy to use on both desktop and mobile devices.
How can I test my site’s user experience? Ask a friend or colleague to browse your site and give feedback. You can also use tools like Google Analytics or Hotjar to see how people interact with your pages.
Your website might be the first impression someone has of your law firm, so make it count. A great user experience isn’t just about design; it’s about making sure your site is helpful, easy to use, and focused on the needs of real people.
Your knowledge, skills, and experience as a lawyer are the most valuable parts of your business, and your website is the perfect place to highlight them. When people visit your site, they’re looking for someone they can trust to guide them through a legal issue. They want reassurance that you know what you’re doing, that you’ve helped others in similar situations, and that you’ll take their case seriously.
That’s why showcasing your expertise is more than just listing your credentials. It’s about building trust and confidence from the moment someone clicks on your site.
Legal issues can be overwhelming. Most people aren’t lawyers, so they don’t know what to look for when choosing one. They’re searching for signs that you’re experienced, knowledgeable, and compassionate, someone who can help them feel more in control.
By showing real-world examples, client feedback, and helpful content, you can make it easier for visitors to say, “This is the attorney I want to work with.”
People trust other people. That’s why client testimonials are one of the most powerful tools you can have on your website.
Pro Tip: Add a few standout reviews to your homepage or service pages. These help reinforce trust and show proof that you deliver results.
Case studies are a great way to walk potential clients through a real scenario you’ve handled (without revealing confidential details). A case study can:
This helps visitors see your process and understand how you solve problems.
A small business owner came to us after being sued for breach of contract. We quickly reviewed the case, built a defense, and helped them reach a favorable settlement without going to court.
Writing blog posts about legal topics helps position you as an expert in your field. It also improves your search engine rankings, especially if you focus on topics your ideal clients are searching for.
For example, if you’re a family law attorney, you might write about:
A blog doesn’t need to be fancy. Just answer common questions in plain language and show that you understand what your clients are going through.
A strong FAQ section helps reduce uncertainty. Think about the questions you get asked every day and write clear, easy-to-understand answers.
Some examples might include:
This not only improves user experience but also helps your SEO by targeting specific questions people type into Google.
Video is one of the most effective ways to humanize your practice. It puts a face to your name and gives people a sense of what it’s like to work with you.
Consider adding:
You don’t need a big production budget. A simple, honest video filmed in your office can go a long way toward building trust.
What if I’m just starting out and don’t have a lot of testimonials yet? That’s okay! Focus on writing helpful blog content, sharing your education and credentials, and adding a friendly video introducing yourself. As you grow your practice, ask happy clients for testimonials you can add later.
Are case studies allowed if I’m not naming clients? Yes. You can share case studies as long as they don’t reveal confidential or identifying information. Just focus on the legal challenge and the outcome.
Why do reviews matter so much? Reviews are a form of social proof. When people see that others trust you, and had a good experience, they’re more likely to feel confident reaching out. Positive reviews also boost your visibility in search results.
Your legal expertise is what sets you apart, but potential clients won’t know how good you are unless you show them. Your website is your chance to do just that. With testimonials, case studies, blog posts, and videos, you can build real trust, answer important questions, and make a strong first impression that turns visitors into clients.
If you want people to find your law firm online, search engine optimization, commonly known as SEO, is a must. SEO is what helps your website show up when someone types in phrases like “divorce lawyer near me” or “estate planning attorney in [Your City].” Without it, even the best-looking website might get lost in the crowd.
Think of SEO as your online visibility strategy. It helps potential clients find you before they find your competitors.
SEO is the process of improving your website so it ranks higher in search engines like Google. The higher your site appears in search results, the more likely someone will click on it. This means more traffic to your site, and more opportunities to turn visitors into clients.
SEO involves both technical elements and content strategy. And for lawyers, it also includes local SEO, which focuses on helping people in your area find your services.
Here are the main areas you’ll want to focus on when optimizing your site:
Keywords are the phrases people type into Google when they’re looking for legal help. Your website should include these keywords naturally in:
For example, if you’re a personal injury attorney in Tampa, your site should include terms like:
Pro Tip: Don’t overstuff keywords. Use them in a natural, helpful way so your site reads smoothly and still ranks well.
Instead of listing all your services on one page, build separate pages for each area of law you practice. This helps Google understand what your site is about, and gives each topic a better chance of ranking.
For example:
Each page should go into detail about how you help with that specific legal issue and include keywords people are searching for.
As a lawyer, most of your clients are probably local. That’s where local SEO comes in. Local SEO helps your law firm show up when someone searches for legal help in your city or neighborhood.
Here’s how to boost your local visibility:
These steps help you rank higher on Google Maps and in “near me” searches.
Google cares about user experience, so your site needs to load quickly, look great on mobile devices, and be easy to navigate.
Make sure your site is:
You can check your site’s performance using free tools like Google PageSpeed Insights or GTmetrix.
Meta descriptions are the short summaries that appear under your page titles in Google search results. They should clearly explain what the page is about and include your main keywords.
Image alt text describes the content of your images for both search engines and visually impaired users. For example:
These details may seem small, but they help boost your rankings and improve accessibility.
Do I need to hire an SEO expert to optimize my site? Not always, but it helps. If you’re building your site yourself, follow basic SEO best practices like using keywords and optimizing for mobile. As your firm grows, consider working with an agency that specializes in legal SEO for more advanced strategies.
How long does SEO take to work? SEO isn’t instant, it’s a long game. You may start seeing improvements in a few months, but strong results often take 6–12 months. The good news? Once your site starts ranking, the traffic can continue to grow over time.
What’s the difference between SEO and paid ads? SEO earns you traffic organically, while paid ads (like Google Ads) bring in visitors as long as you’re paying for them. Both can work well together, but SEO tends to offer better long-term value.
Optimizing your website for search engines isn’t optional, it’s essential. From using the right keywords to creating local landing pages and improving site speed, each step helps more people find your law firm when they need it most. And the more visible you are, the more clients you’ll attract.
Let’s face it, most of us use our phones for just about everything these days, and that includes searching for legal help. In fact, more than 60% of all website traffic now comes from smartphones and other mobile devices. That number is only going to keep growing, which means your law firm’s website must be mobile-friendly if you want to stay competitive.
If your site doesn’t look good or function well on a phone, chances are people will leave, fast. And once they leave, they’re probably clicking on a competitor’s site next.
A mobile-friendly website is one that looks great and works properly on smaller screens like phones and tablets. It’s easy to scroll, read, and navigate, without having to pinch, zoom, or squint.
This usually involves responsive design, which means your website automatically adjusts its layout based on the screen size. So whether someone is viewing your site on a desktop computer, a tablet, or a smartphone, it still looks clean and professional.
There are two big reasons:
Here are the key features your law firm’s site needs:
Luckily, you don’t need to guess. You can test your site for free using Google’s Mobile-Friendly Test Tool: https://search.google.com/test/mobile-friendly
Just enter your website URL, and the tool will show you:
This is a quick and easy way to spot any problems and make sure your site works the way it should.
What if my site looks good on a phone but loads slowly? Speed is a major part of mobile performance. A slow site can still turn users away. Use tools like Google PageSpeed Insights to test load times and get suggestions for speeding things up.
Do I need a separate mobile version of my site? No, not anymore. Responsive design makes that unnecessary. It allows one version of your website to work well on all devices, no need to manage multiple sites.
Can I check my mobile performance on my own phone? Yes! In fact, it’s a great idea to pull up your site on your own phone regularly. Check if text is easy to read, if buttons are easy to tap, and if everything loads quickly. If it’s frustrating for you, it’ll be frustrating for your clients too.
Making your law firm’s website mobile-friendly isn’t just about keeping up with technology, it’s about making sure your potential clients can reach you quickly and easily. A clean, responsive, and fast-loading mobile site shows people that you’re professional, modern, and ready to help, no matter where they’re searching from.
First impressions matter, and on your website, visuals play a big role in making that impression. High-quality images and videos don’t just make your site look better, they help tell your story, build trust, and show potential clients that you’re professional, approachable, and ready to help.
Whether someone is visiting your site on a laptop or scrolling through on their phone, eye-catching visuals can stop them in their tracks and invite them to learn more.
Legal topics can often feel intimidating or overwhelming, especially for people who have never worked with a lawyer before. Good visuals help ease that tension. They humanize your firm, create a sense of trust, and allow people to picture themselves working with you.
For example, a warm, professional headshot helps visitors connect with you right away. A short welcome video can make you feel more approachable. Even simple photos of your office space can help potential clients feel more comfortable booking a visit.
Here are some ideas that work well for law firm websites:
Do I need a professional photographer or videographer? It helps, but you can get started without one. A good smartphone and natural light can go a long way. As your budget allows, investing in professional visuals is definitely worth it.
Can I reuse images and videos on social media too? Absolutely! That’s a smart way to get more value from your content. Use your headshots for profile images, post video clips as reels, or turn a behind-the-scenes photo into a captioned Instagram post.
Your website is your home base, but social media is where many people discover you. Platforms like Facebook, LinkedIn, and even Instagram can help you stay top of mind, build brand recognition, and drive traffic to your site.
By integrating social media into your website, you give visitors more ways to connect, follow, and share your content. It also shows that you’re active and engaged, which builds credibility in a very public way.
Here’s what that looks like in practice:
If you're not sure what to share, here are a few ideas to get started:
Do I need to be on every platform? No, you only need to be where your audience is. For most law firms, Facebook and LinkedIn are the most effective. If you’re targeting younger clients, Instagram or even TikTok might be worth exploring.
How often should I post? Consistency matters more than frequency. Start with 1–2 posts per week and grow from there. Focus on being helpful and professional.
Is social media really worth the effort? Yes, especially when paired with your website. Social proof (likes, shares, comments) helps build trust. And regular updates remind potential clients that you’re active and available.
Building a successful website for your law firm or practice requires a combination of strategy, design, and content. By defining your goals and audience upfront, choosing the right platform, and prioritizing user experience, you can build a website that stands out and drives results. Incorporating high-quality content, optimizing for search engines, and using social media can also help you reach a wider audience and build your brand.
Need help? We are here for you. THAT Agency has a proven track record of helping lawyers, and other professionals, connect with clients via engaging, compelling websites. You don’t have to go it alone – even if you are a solopreneur or individual practitioner. Set yourself up for success. Connect with our team today.
Tags: Web Development, Web Design, 2023 marketing
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