Many law firms overlook the content on their own website—focusing instead on flashy design or paid ads—without realizing that poor content could be costing them clients and revenue.
Quality website content does more than help you appear in Google searches. It answers your potential clients' questions and builds the credibility they need before picking up the phone. It’s your virtual first impression—and in many cases, your only shot at winning their business.
In this guide, we’ll break down exactly what law firm website content should include, why it matters, and how to get it right—whether you're building a new site or optimizing an existing one.
5 Core Pages Every Law Firm Website Must Have
Creating a strong online presence starts with building the foundational pages your audience expects and search engines reward.
These aren’t just boxes to check; each of these core pages plays a strategic role in establishing trust, improving usability, and driving conversions.
1. Homepage
Your homepage should immediately communicate who you are, what you do, and why someone should choose your firm.
A strong homepage includes:
- Positioning and Value Proposition: Clearly state what type of law you practice and who you help.
- Trust Signals: Awards, reviews, recognitions, years of experience, and case results should be prominently displayed.
- Navigation and UX: Guide visitors effortlessly to key pages like your contact form, service pages, or attorney bios.
2. Contact Page
Many law firms underestimate the power of a well-designed contact page. It should make reaching out as easy and frictionless as possible. Best practices include:
- User-Friendly Design: Simple forms, clear instructions, and minimal fields.
- Essential Info: Office address(es), phone number, email, business hours, and a map integration.
- Strong CTAs: Encourage action—“Schedule a Free Consultation” works better than “Submit.”
3. Blog
An active blog demonstrates authority, supports your SEO efforts, and allows you to educate clients before they even speak to you.
Great blog content:
- Addresses common legal questions in plain language.
- Showcases your expertise without overwhelming the reader.
- Attracts organic traffic by targeting long-tail keywords related to your practice areas.
4. Service Pages
Each practice area you handle should have its own dedicated service page. These pages should:
- Explain legal services clearly and concisely.
- Speak directly to client pain points and concerns.
- Outline what to expect in the legal process and how your firm can help.
5. Attorney Pages
Your team pages are where you humanize your firm.
Beyond credentials and bar admissions, great attorney bios include:
- Storytelling: Why they chose law, what drives them, and how they’ve helped clients.
- Photos: Professional but personable headshots help build connection.
- Results and Recognition: Highlight accomplishments and specializations.
Crafting Content That Speaks to Potential Clients
Every word on your site should serve a purpose: to inform, reassure, and move the visitor one step closer to contacting your firm.
Speak Their Language: Empathetic and Authoritative
Your tone sets the stage for trust. Legal topics are complex and often intimidating, so your content should strike a balance between authority and approachability.
Aim for:
- Empathy: Show that you understand what your client is going through—whether it’s fear, confusion, or urgency.
- Authority: Provide clear, accurate legal information that instills confidence in your knowledge.
Address Client Pain Points Head-On
Effective content doesn’t dodge difficult questions—it leans into them.
Ask yourself:
- What’s keeping potential clients up at night?
- What fears do they have about hiring a lawyer?
- What’s the worst-case scenario they want to avoid?
Answer these questions directly in your service pages, blog posts, and FAQs.
For example: “Worried about affording legal representation? Our firm offers free consultations and works on a contingency basis, so you don’t pay unless we win.”
Format for Readability and Engagement
People don’t read websites—they scan them. That’s why formatting matters just as much as what you say.
- Use Short Paragraphs: Keep blocks of text brief to prevent reader fatigue.
- Break Up Content: Use bullet points, subheadings, and bolded statements to highlight key takeaways.
More Things to Include When Creating Law Firm Website Content
Good content should guide the reader’s eye and encourage them to take action.
Highlight Practice Areas
Make sure your core legal services are front and center on your homepage, navigation menu, and service pages.
Each practice area should have detailed, client-focused content that explains not just what you do, but how it benefits the client.
Keep Content Fresh
Outdated information can erode trust and hurt your rankings.
Review your pages quarterly to keep legal references current, links working, and language aligned with evolving client needs.
Localize When It Makes Sense
Legal services are location-specific, and so is your audience.
Use city and state names naturally throughout your content to signal relevance to search engines and build rapport with readers.
For example:
“As a St. Louis personal injury law firm, we know the local courts, judges, and insurance companies inside and out.”
SEO Best Practices for Relevance, Accuracy, and Compliance
Use relevant keywords strategically throughout your content to improve visibility, but ensure that every claim is truthful, every promise is realistic, and every detail is aligned with your jurisdiction’s advertising rules.
- Target keywords that reflect what potential clients are actually searching for (e.g., “Chicago car accident lawyer” instead of just “lawyer”).
- Never promise outcomes (e.g., “we guarantee millions”)—stick to verifiable results and realistic expectations.
- Help search engines understand your content by using schema markup and accurate meta descriptions.
Check out the complete guide to law firm SEO here.
4 Common Mistakes Law Firms Make with Website Content
Many firms unknowingly undermine their online presence by repeating common content missteps—leading to lost cases and low ROI.
1. Legalese Overload
Legal writing habits die hard. But using too much jargon is one of the fastest ways to alienate potential clients.
While it’s important to maintain accuracy, most visitors are looking for clarity—not a crash course in case law.
2. Saying What Everyone Else Says
If your content sounds like it could belong to any other firm, it won’t resonate with visitors—or Google.
Talk about your unique process, niche focus, case outcomes, or personal motivations for practicing law. Let your firm’s voice and values shine through.
3. Ignoring Mobile Usability and Content Accessibility
If your content is hard to read, slow to load, or buried beneath cluttered design on a phone, users will bounce fast.
Use responsive design, large fonts, concise copy, and strategic white space. Ensure pages load quickly and content is easily scannable on all devices.
4. Thin or Duplicate Content Across Practice Areas
It’s tempting to copy and paste similar content across multiple service pages or counties—but this hurts your credibility with both search engines and potential clients.
Create original, thorough pages tailored to each specific practice area and geographic location.
Examples of High-Performing Law Firm Website Content
At Rankings.io, we don’t just talk about what makes great law firm website content—we build it.
The following examples come directly from our own client portfolio, showcasing real-world implementations of the strategies we recommend.
Building Trust Through Personalization
Ed Bernstein & Associates exemplifies how thoughtful content strategy and smart site architecture drive both trust and conversions.
The website is structured with clear, intuitive navigation. Community involvement is prominently highlighted, alongside real testimonials that reinforce the firm’s commitment to client advocacy and engagement.
It also leverages powerful social proof in the form of a $104 million verdict in a medical negligence case, building credibility and instilling confidence in prospective clients.
Combining Authority with User-Centric Design
Dolman Law Group showcases how a well-structured and content-rich website can deliver both authority and accessibility.
The site is built on a strong SEO foundation, employing silo architecture, targeted metadata, and custom sidebars to support search engine visibility and user engagement.
Each practice area—ranging from car accidents to mass torts—is given its own detailed, well-organized page, while client testimonials and success stories are featured across key pages, reinforcing credibility and trust.
Conclusion: Good Law Firm Website Content Will Bring in Cases
Too often, law firm website content is treated as an afterthought—just filler to plug into a layout or help check the SEO box. But in reality, your content is one of the most powerful conversion tools at your disposal. It informs, persuades, builds trust, and drives action.
Now is the time to audit your website content with a critical eye. Does each page address client concerns? Is your tone professional yet empathetic? Are your calls-to-action strong and clear?
Visit our SEO for lawyers services page to discover how we create high-converting law firm websites that help you sign more cases.
