- • Sell practice-area competence — not “full-service firm for everything.”
- • One goal: the consultation request — clear CTA, phone and email easy to reach.
- • Prospects are stressed: clear practice areas, plain language and fast response win.
What it must do
Clear practice areas
A page/section per area (family, personal injury, criminal, business). Strongest differentiator and SEO lever.
Consultation CTA
Request form or clear contact. The single most important action.
Attorneys & credentials
Photos, background, bar admissions, results where permitted — trust.
Plain-language explanations
Speak to the worried client, not in statutes.
Process & what to expect
How a consultation works — lowers the barrier to reach out.
The mistakes that cost cases
No clear practice area
The client with a specific problem doesn't feel addressed and leaves.
Intimidating contact path
A stressed prospect won't dig for a footer number.
Pure legalese
Statute-speak increases anxiety; clarity signals competence.
Not mobile-friendly
Legal problems hit people on the move; most searches are mobile.
No city/practice named
You won't rank for “[practice area] lawyer [city]” if it's not on the page.
FAQ
Referrals drive my cases — do I need a site?
Should I narrow practice areas publicly?
What does a law firm site cost?
Your firm website, fast
Practice areas, attorneys, process in — the AI builds a credible, mobile site.
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