The Ultimate Law Firm Website Blueprint

Build A Law Firm Website that Converts Readers to Clients

1) Goal

Create a website that consistently generates inbound leads for your law firm.

2) Approach & Expectations

What I believe in:

• A multi-channel marketing approach
• Low production cost (low-cost / low-labor)
• Growing your law firm online is about manual effort and skill, not luck

What I don’t believe in:

• Pigeon-holing yourself into a single marketing channel
• Expensive content production (high-cost / high-labor)
• Banking on virality, hacks, shortcuts, or luck to grow your law firm online

Most Importantly:

• None of this works if you don’t follow the steps and put them into practice
• Go through the slides, take some notes, and make the applicable changes to your website

3) Home Page

What to Include:

• Large, current photo of you (professional quality)
• Call-to-Action at top of page (‘’Schedule a Consultation’’ / ‘’Get a Free Case Evaluation’’)
• Your media appearances (‘’As seen in…’’ or ‘’Featured in…’’)
• Contact info prominently displayed
• Testimonials + results prominently displayed
• Your awards and recognitions (‘’2024 Trial Lawyer of the Year’’)
• What you do, who you do it for, how you do it
• Call-to-Action at bottom of page (‘’Schedule a Consultation’’ / ‘’Get a Free Case Evaluation’’)
• Your home page should be almost completely about your ideal clients (”who we help”)
  • • Readers should know who your ideal clients are within seconds of looking at your home page
    • Put this information at the top
    • Be clear, direct, and obvious about who your ideal clients are
    • Be as granular and specific as you can
• Include a catchy tagline.  Oftentimes, people will choose your law firm based on the tagline alone.

Sample Home Page:

(Source: Gomez Trial Attorneys)

4) About Us Page

What to Include:

• Your education (undergraduate and law school + any awards or recognitions)
• Your licenses [the state(s) you practice + other relevant licenses such as real estate]
• Honors and Awards (‘’Trial Lawyer of the Year’’ / ‘’40 under 40’’ / ‘’SuperLawyer’’ / etc.)
• Professional Associations + positions held (‘’President of Consumer Attorneys of California’’)
• What you do, who you do it for, how you do it
  • • What’s unique about how you do what you do
    • Tell your backstory. Tie your backstory to what you do.
    • Use granularity and detail to show why you’re great at what you do (years in business, size of law firm, number of happy clients, growth, other data)
    • Show passion and proof of excellence
• Foreign languages you speak (if any)
• Call-to-Action (Schedule a Consultation / Get a Free Case Evaluation)
• Any personal information you’d like to include (family, hobbies, interests, etc.)
• Optional: Add a video to make the page more personal (let people know, like, and trust you)

Sample About Us Page:

(Source: Signaigo Legal Content)

5) Practice Area Pages

What to Include:

• People who visit practice area pages are 10x more likely to become clients than those who visit your blog
  • • Take the time to make your practice area pages A+
• Each sub-practice area should have its own page
• Each page should be 2,500-5,000 words to dominate local search results
• Each page should simulate a sales conversation
  • • Answer every possible question and objection a client might have about the topic
• Include successful case results that fall within the practice area
• Call-to-Action (Schedule a Consultation / Get a Free Case Evaluation)

6) Blog Page

What to Include:

• Your website must have a blog to get domain authority. Otherwise, it’s a brochure.
  • • Blogs get links, which build domain authority and drive traffic to your website
• Your blog page should be visual and easy to navigate (searchable and organized by topic)
• Include a newsletter signup form at the top of the blog page
  • • Also include a newsletter signup form at the bottom or sidebar of each individual blog\

Sample Blog Page:

(Source: Orbit Media Studios)

7) FAQ Page

What to Include:

• Answer the questions your clients ask you most often
  • • Check your competitors’ FAQ sections for ideas
• Include Q & A about costs and billing (these are common questions)
• Keep answers concise, clear, and simple
• Update your FAQ page regularly to reflect changes in your services or audience
• Include testimonials and a call-to-action
• Recommended: organize FAQs by category

Sample FAQ Page:

(Source: Signaigo Legal Content)

8) Testimonials

Optimizing Your Testimonials:

• Put testimonials on every page of your website in conspicuous places where they will be seen.
• Testimonials are the strongest evidence that you are great at what you do, but visitors hardly ever go to testimonials pages.
  • • Your best evidence is no good if nobody sees it. Put testimonials on every page in visible places.
• The best place for a testimonial is right next to the claim that it supports
• Have clients leave testimonials on your Google My Business page, then use an app or widget to copy them to your website (I use Elfsight).
  • • 5-star Google reviews are essential to boost your Google search rankings.
    • When asking clients for reviews, have them leave the reviews on Google as opposed to other platforms.
    • You can easily copy and paste the Google review to your website or do it automatically with an app or widget.
• Elements of a great testimonial:
  • • Headline (in bold font)
    • Quote with target keyphrase
    • Face, name, company, title, company logo
    • Links to social media profile and company website
• It may not always be appropriate to include all of the above information out of respect to client confidentiality, but the more you can include, the better.

How to Get More Testimonials:

• Give cash incentives to all of your staff for collecting Google reviews
• Ask for reviews in the first person rather than the third person (leave ‘’me’’ a review vs. leave ‘’the firm’’ a review)
• Use positive framing. Explain to people that their review will help other people reach a positive resolution in their case.
• Every ‘’thank you’’ is an opportunity to ask for a review.
• Ask for reviews while on live calls, and send the link while you’re on the phone.
• Use technology to ask for reviews.

Sample Testimonial:

(Source: Signaigo Legal Content)

9) Newsletter Sign-Up Form

How to Set Up Email Capture:

• Put a newsletter sign-up form at the top of your Blog page to capture email addresses
• Put a newsletter sign-up form on each blog you publish to capture email addresses
  • • You can use Bloom or your e-mail software (I use MailerLite)
• Make sure you have a Thank You Page that people see every time they sign up for your newsletter
  • • The goal is to get to the Thank You Page

Sample Newsletter Sign-Up Form On Blog Page:

(Source: Signaigo Legal Content)

Sample Newsletter Sign-Up Form On Individual Blog Post:

(Source: Signaigo Legal Content)

How to Grow Your Email List:

• Give away a ‘’lead magnet’’ for free in exchange for email addresses
• Lead magnet = a high-value, long-form piece of content such as a guide, course, checklist, template, tutorial, e-book, or other informational product
  • • Example: This Website Blueprint is a lead magnet. You gave us your email, and we gave you this guide.
• Include a photo of your lead magnet in the newsletter sign-up form so people can see what they’re getting
• Collect only the person’s name and email address. The more fields of data you collect, the less likely people are to complete the form and subscribe.

Sample Lead Magnet:

(Source: Feastful Fork)

10) Website Design

What to Include:

• Each page should contain at least one professional image
  • • All photos should be up to date
• Make sure your contact info is clear on every page
• Put a call-to-action on every page
• Website design must be clear, easy to use, and uncluttered
  • • Use large, accessible font
    • Don’t use too many fonts or colors
• The professional appearance of the site should reflect the lawyer’s skills and abilities (top-tier)
• Website must contain email capture (newsletter sign-up) on the Blog page and on each individual blog

Speed and Mobile Functionality:

• Website and landing pages must be optimized for speed and mobile functionality
• Test your website’s speed and mobile functionality here: https://pagespeed.web.dev/

(Source: Google PageSpeed Insights)

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