If you’ve read our best 50 law firm websites article, you’ll know that there is no simple template to use to create the perfect website, however, there are certain pages you can add to create a positive experience for your website’s visitors.

Assuming you’re looking to create an eye-catching website that generates plenty of leads, part of the approach required is to incorporate pages that provide content most relevant to your audience. Here is a list of 12 pages you can’t ignore.

1. Homepage

Whether you’re a large international law firm or a solo attorney, you need a homepage that does a number of important things:

• Communicates quickly and succinctly exactly what you do and the benefits you bring
• Grabs attention with eye-catching images
• Immediately establishes credibility
• Provides an overview of services
• Encourages your visitor to take the next action
• Aids visitors in finding answers to the questions they have
• Provides a simple and effective way to contact you
• Is easy to read and uncluttered

Unless you can go through your homepage and nod in satisfaction that you have ticked each of the above components off, you’ll need to revisit it and make improvements.

2. Our Firm

Your ‘why’ is important.

The Our Firm page is the place where you can share a little of the story of why you and your firm are in business.

It’s the place to add character and personality to your firm and to put the human face on it. Don’t forget that aw can be an intimidating profession for many people to deal with.

When they check your Our Firm page, they are looking for information that will help them feel comfortable about taking things further. So don’t be tempted to make it merely another sales page.

Have a call to action, yes, but the focus of the copy should be on you and your firm’s story; how you have built credibility over the years; and how you align with the needs of your target audience.

3. Lawyer Biographies

Of similar importance to your Our Firm page, people want to know who they’re dealing with.

This applies to all businesses but in the sensitive area of law, where trust and privacy issues are paramount, it’s important to portray the professionalism and excellent track records of your attorneys.

This is a great place to build trust and credibility and to convince your visitors that they’ll be looked after.

TIP: include a professional head shot of each lawyer.

4. Practice Area Pages

Your specific practice area pages are where you provide more detail about your services. You may have a separate heading of this nature on your main menu.

Each of these practice areas should have a dedicated page, which should go into some detail about the services you provide and impart information that will help answer the questions that are of the utmost importance to your visitors in this area of law.

5. Sub-Practice Area Pages

Many areas of law are very specialized and your practice areas maybe divided into sub-practice areas.

For instance, in criminal defence, impaired can be sub-divided into Failure or Refusal and Driving Over .08.

Each of the sub-practice areas, like their ‘parent’ practice area, should have dedicated pages. This is important for navigability and relevance to your audience, as well as for SEO – it provides an opportunity to use specific keyword phrases that you are targeting.

6. Resource Center/Blog

Whether you specialize in bankruptcy law in Minnesota or international business law around the world, you need pages on your website that demonstrate your expertise and provide answers to visitor questions.

There are several ways of doing this in addition to what we have covered already.

For instance, this example from Kain & Scott features a library of articles on its blog about its specialist area of law:

White & Case provide comment and insight on the latest news in their field:

Another way is to provide downloadable resources as well as articles and other media:

7. Contact Us

Your contact details should be prominent on every page of your site. However, also include a separate Contact Us page that includes all the necessary details in one place.

This should be consistent across all your social media accounts, Google My Business account, and directory listings as well as your website: decide on a consistent format for address, phone number, email addresses and so on.

Also, include embedded Google maps to display your precise location(s):

8. ‘Request A Consultation’ Form

What’s your main call to action? For many law firms it’s ‘Request a consultation’.

In this case, create a dedicated page for the form and include it as an item on your main menu.

9. Reviews and Testimonials

We mentioned credibility already. It is so important to establish immediate credibility with your target audience.

Testimonials are a great way to do this:

Video testimonials may be even more effective than written testimonials. However, for a law firm, these can sometimes be hard to produce (many people are understandably reluctant to appear on camera about legal matters).

10. Case Studies & Success Case Results

Case studies are another excellent way to establish credibility on your law firm website. These demonstrate results – which is just what your target audience is interested in seeing when they come to your site.

Visitors want to know that they are in the best hands possible – and if you can show them a proven track record of success, this contributes greatly.

11. Process page

Every law firm operates in a slightly different way.

Make sure that there are no surprises for your web visitors by making clear exactly what your law firm’s process of engagement is. Spell it out so that they know exactly what to expect.

People looking for legal services are often stressed and in need of a guiding hand. Displaying your process clearly should help them feel that they are in the right place.

You can also provide downloadable resources to explain key processes that visitors may be unclear about:

12. FAQs

Finally, legal matters raise a lot of questions for people from outside the profession. It can get complicated.

What may seem obvious to you will not be obvious to prospective clients, so if you can break down and simplify these matters, you will provide a valuable service to them.

Focus on simplicity and clarity, categorising questions into various practice areas and explaining what anyone with little or no experience would need to know…

Final Thoughts

Do you have all these pages covered on your law firm website? Congratulations!

If not, remember that your website should constantly be evolving; it’s never too late to make changes or additions in order to provide a better user experience.

You’ll find that, in return, your website will be more likely to convert visitors into potential clients.