Home How To... How to Build a Great Law Firm Website for Your Legal Practice

How to Build a Great Law Firm Website for Your Legal Practice


Build a lead-generating law firm website for your legal practice by following this step-by-step guide. This guide covers all aspects of a great online presence.

There are over 1.3 million attorneys in the United States. With so many attorneys in the US, it’s difficult to stand out from the competition. 

Having a great website for your law firm is one of the best things you can do to have your name stand out. However, it’s not as easy to have a website that is easy to use, fast, and informative.

If your law firm website is not where you want it to be, you came to the right place. Read on to learn how you can create the best law firm website. 

1. Visible Law Firm Name and Logo

If you want your law firm website to stand out, you need to use your name and logo throughout your site. Using your firm name and logo on every page of your website will help create brand recognition. 

Whenever potential clients see your name offline and online, it will resonate with them. Make sure you also use your law firm name in the URL. 

2. Use the Colors of Your Logo Throughout the Website

Another way to help boost your law firm’s website is by incorporating your brand colors. Using the colors in your logo throughout your website will help solidify your brand. 

You can get creative on how you use brand colors. For example, you can use the color in the background, buttons, calls-to-action, visual accents, and more. If you haven’t settled on a color palette, you can choose a brighter one.

3. Highlight Your Area of Specialization

To ensure you attract the right client to your website, you need to highlight your area of specialization. Although many people think all lawyers are created equal, there are different areas of specialization. 

If your law firm specializes in family law, then you need to make sure you highlight this throughout your page. Aside from highlighting your area of specialization, you also need to tell them why they need to pick you as their lawyer. 

Giving them a reason why they should pick you as your lawyer should be a priority when you build your website. After all, you’re building the best website because you want to show clients you’re the best.

4. Create a Google My Business for Your Law Firm

Long gone are the days when people brought out the phone book to look for a lawyer. Whenever people need to find a product or service nowadays, they search for it on Google or any other search engine.

The purpose of a Google My Business account is to keep your business information as up to date as possible. If clients cannot find your business online, they won’t click on your website. To create a Google My Business, you should follow these steps:

Sign in to Google

Before you claim your business, you should create a Google account. Rather than using a personal email account, create an account with your firm’s name. 

Find Your Location

You want to tell your clients the specific location of your business. To get started, search for your business name and city. 

You will need to click on the navigation option under “maps” in Google. It will give you the option to find the exact location of your business. Once you have the location, you will have to pin your business on the map. 

More Information

Once you have pinned the map, a “more info” link will pop up. This is your opportunity to manage the rest of the information. Click on the “manage this page” button on the bottom of the page.


When the window pops up, you will get the opportunity to edit, suspend, or unclaim the business. If you’re sure about claiming your business, start to edit the information. 

Once you start editing the information, it’s very important you verify all the links are correct. In this section, you should add links to your website and all of your social media handles. 

Photos are a useful thing to add to your Google My Business account to familiarize your clients with your firm. If you want to add photos of the attorneys working at your firm, it will give clients an opportunity to familiarize themselves with your staff. 

Make sure you also add the hours of operation, address, phone number, and any other useful information. 


Once you have completed filling out the information, it’s time to verify the account by entering a specific PIN. You can obtain the PIN in several ways, but the easiest is by calling Google and providing them with your business’ phone number. 

After you completed the steps, your firm will appear on Google. 

5. Incorporate Social Listening

While most attorney websites focus on listing case studies and outcomes, you should dig a bit deeper. To learn exactly what your clients want to see, you should dedicate some time to social listening. The purpose of social listening is to dig deeper and get more involved with potential clients. 

Start by becoming active on the social media platforms that matter, such as LinkedIn, Facebook, and even Twitter. You should focus on searching for hashtags that relate to your industry and area of the law. 

After you see the search results, you will get a sense of what people are talking about. You will get a chance to look at current trends and listen to the problems people are currently facing on a daily basis. 

Social listening also gives you the option to reply to the comments and have a conversation with potential clients. 

Once you become more familiar with the issues they’re facing, you can create and write articles that address these issues. Make sure you also make your articles and blog posts shareable to keep the conversation going. 

6. SEO Optimization

Almost everyone who owns a website these days has heard the term SEO. If your law firm website is not SEO optimized, you could be missing out on organic legal leads. The purpose of optimizing your website is to help it pop up on the top of the Google results. 

While you can hire a company to help with your SEO, it’s also possible to do it yourself with a few steps.

Keyword Research

The world of SEO is all about keyword research. You need to pick the right keywords that will help you land visitors organically. Think about what your clients would type on Google if they were in search of a lawyer. 

Google keyword planner is a great tool that helps you pick the best words for your law firm. It will give you an opportunity to find only relevant keywords. 

Tailor Content to Your Keywords

Once you pick the right keywords for your law firm, you should create content that incorporates those keywords. 

Make sure you use your keywords in all of your pages but make sure you do it in a way that flows naturally. The last thing you want is to overuse keywords or use them in a way that doesn’t flow.

Increase the Speed

If you want to improve your SEO results, you need to make sure your law firm website is fast. On average, website visitors expect a website to load in 3 seconds or less. 

If your website is too slow, Google and other search engines will have no problem placing you at the bottom of the results.

Landing Pages

To help improve your law firm’s SEO, you should use landing pages the right way. When you create landing pages, make sure you keep your keywords in mind. 


Nowadays, people do most of their internet searches via mobile. When your potential clients look for a lawyer, they will probably use their phone. 

If you want to improve your SEO results for your law firm’s website, make sure you make it mobile-friendly. It means visitors will have the same experience if they view your site on their phone or computer. 

7. Have Client Testimonials

When potential clients look for a lawyer, they want to see the wins and testimonials. Although people care about attorney qualifications, they also want to know what previous clients have to say about them. 

If you want to take your law firm website to the next level, make sure you share client testimonials and display them on your website.

While you don’t have to display them on the main page, you should make it easy for your customers to find them. You could create banners to display on your main page, but have a dedicated page for full reviews. 

8. Show Your Achievements 

Aside from reading about what your clients have to say about you, it’s important that your clients learn about the accomplishments.

It’s very important that you put some work into the biography page of your law firm. Aside from focusing on highlighting education, you need to highlight awards and special achievements.

Clients want to know that they’re hiring the best of the best, so you need to highlight this for them. Make sure you also let your clients know which areas of the law your attorneys specialize in.

You can also have professional photographs next to attorney bios, so your clients can put a face to the name.  

9. Provide a Full List of Services

Clients want to know they’re in the right place, so make sure you display your full list of services. The last thing you want is to mislead clients to think you can take their case when you don’t specialize in that area of the law. 

Make sure you tell clients right away about all of your services. They want to know you have the full set of skills they’re looking for.

You can give them a preview on your main page, and have a separate page with a full list of services. 

10. Calls-to-Action

The main goal of your law firm’s website should be to have clients schedule an in-person consultation. Therefore, you need to include multiple calls-to-action on your website. 

If you have a blog, make sure you encourage visitors to contact you at the end of an article. Also, you should encourage them to visit other pages on your site, such as the bio page, testimonials, or a full list of services page. 

Make sure you have calls-to-action in all of the pages of your website as well.

And don’t forget to make it easy for them to find your contact forms. Rather than having a single designated contact page, you can have a contact form at the bottom of every page. 

11. Create a Responsive Website

As we briefly mentioned before, having a mobile-friendly website can help your SEO score, but it can also give your clients the best experience. 

Make sure you focus on creating a responsive website so that people can view the same content on a smartphone, tablet, or computer monitor. 

If your website freezes when someone wants to view it on a mobile device, they won’t even bother to give you a call. 

12. Contact Forms

As we mentioned, you should have plenty of calls to action on your website. However, if the call-to-action includes a contact form, you need to simplify it. 

Make sure you keep the contact forms simple to use. Trying to collect a lot of information from your clients might make them feel overwhelmed, and they might choose not to do it. 

Even if you want to collect more information about their case, avoid making this mistake. For the initial contact form, all you need is their name, email, and phone number. 

You can get more information about them later. 

13. Keep It User Friendly

Although this is the era of technology, not everyone is tech-savvy. To help your clients navigate your website, make it as easy to use as possible.

Make sure you have the most useful information on full display. Keep your menu simple and free of any distracting icons. 

Also, try to keep ads, pop-ups, and any video content from distracting your visitors. Only show the information they want to see. 

Create the Best Law Firm Website Today

Now that you know how to create the best law firm website, it’s time you put your skills to the test. 

Start by keeping it user friendly, creating a responsive website, focusing on SEO, providing testimonials, and more. 

If you enjoyed these tips and would like to learn more, check out the rest of our blog.