Creating a website for your law firm is an absolute must, but the difference between just having a website and having a stellar one can't be understated.
Investing in excellent web design and ongoing SEO for your personal injury law firm is essential for:
- Ensuring you stand out from the competition
- Building your brand
- Communicating effectively with your audience
- Converting visitors into clients
Making your website the best it can be is essential for personal injury lawyers.
Why Your Personal Injury Law Firm Needs a Better Website
Personal injury law firms that can't rank on Google can't do their job. But you can use our tips to change that. Just like we did for this personal injury law firm in The Bronx:
An attorney in The Bronx's local map rankings two days before and three weeks after a total redesign.
This personal injury website was invisible to most people in the firm's service area. Redesigning the site allowed it to reach a huge number of people in New York City.
We put together this list of the best attorney websites in 2024 to help you make your site the best it can be. We wanted to give you a resource that will help you identify what works and what doesn't in law firm web design.
This isn't like any other best-of list you'll find on the web. We didn't just pick a random assortment of the top-ranking pages. We carefully selected the best personal injury websites and analyzed what makes them tick so that you can understand for yourself.
Home Page
The first thing visitors should see when they land on your website is your headline. In most cases, this will be a visitor's first impression of your brand, and you need to make it count. Your headline should make it immediately apparent to them what you do and that they are in the right place.
Many personal injury attorneys use headlines that emphasize how “fierce” or “experienced” they are, focusing on themselves and their merits. A better approach is to focus on the potential client by making your headline—and your entire website—about them and how you can help them on their journey.
The Levin Firm gets a clear message out in just three words. “Win With Levin” establishes the firm's unique value proposition and sets an aspirational tone for the visitor.
This headline may seem attorney-focused rather than client-focused, but there's a distinction here. Levin's headline implies that you can win if you hire their personal injury law firm to help.
On the home page, a large call to action button sits front and center, inviting users to call the firm. The button's blue color contrasts nicely with the dark background.
Below that button is a “free consultation” button that redirects users to the contact page if they'd prefer to reach out through email. At the bottom of the viewport, there is also an unobtrusive live chat button.
Many web designers don't consider how much a poorly implemented live chat button can interrupt a user's experience. If you offer a chat feature, make sure it doesn't obstruct anything else on the page.
All these elements combined make it easy for someone to contact the Levin Firm. The user has multiple ways to get in touch before they scroll to view the rest of the page.
Attorney Pages
Each of the attorney pages on this website starts with what's most important—contact information.
Potential clients may end up on these pages as they research your law firm, but there's another audience this page can reach. When other attorneys look for a peer to send referrals to, these are the main pages they'll visit.
Potential clients who visit this page still have the opportunity to call the office, email the firm, or hit the “Contact Gabriel Levin” button, while visiting attorneys can also use the fax number to send over documents when they can't use email.
Of course, the live chat option sits at the bottom of the screen. It's out of the way, just in case a user wants to talk then and there.
Below the fold, the user can read a detailed bio of the attorney. Many personal injury lawyer websites get this element of a bio page wrong by making it all about the attorney and their accomplishments.
Remember, try to make every piece of copy client-focused, even on attorney pages.
The Levin Firm's attorney pages accomplish this task by showing the reader what their attorneys can do for the user. The copy reassures readers that the attorney will protect their interests and keep them informed.
The Levin Firm could improve this section by breaking up the text a bit.
This page features large blocks of text that may be intimidating to some readers. Breaking it up into smaller paragraphs could help with readability.
These pages also include an awards and honors section below each attorney's bio section, another element that many attorneys don't get right.
Some personal injury attorney websites front-load their attorney pages with awards, accolades, and community leadership positions. These may be important to you and your peers, but most potential clients will have no idea what those things are. They don't know if the award is prestigious or a participation trophy.
Levin's attorney pages follow the right structure. It's better to lead with the essentials, like contact info, followed by a trust-winning bio, than to start on the wrong foot with a list of accomplishments with no frame of reference.
Home Page
David Bryant Law's homepage opens with a customer-centric headline that sets positive expectations for the reader. This is all about the potential client and their experience, not the lawyer. Making this one of the best solo law firm websites as well.
The paragraphs that follow the headline demonstrate empathy for potential clients' situations, showcase David Bryant's approach to keeping clients up to speed, and clarify who it is that he serves. All of this information is contained in just three sentences that don't take up much of the page.
Below the value proposition, a clear call to action invites users to contact David's law firm.
Using the attorney's first name on the button instead of a generic phrase like “contact us” or “get a free consultation” provides a personal touch to the home page. This is paired with a friendly picture of David Bryant just above the fold.
These elements combined help reinforce David Bryant's brand as a reliable, approachable, and empathic solo personal injury lawyer.
Another thing to note about this page is the location of the contact button.
If you divide this mobile page into thirds, that button would sit at the top of the bottom third. Designers refer to this area as the “thumb zone.” It's the easiest place for most people to reach and press buttons, regardless of their handedness.
Placing important buttons in the thumb zone is a best practice because the easier that button is to reach, the more likely people are to click on it.
Live Chat
One last element that the user sees before scrolling further on the home page is a simple chat widget in the bottom right corner of the screen.
The widget doesn't get in the way of copy or design elements and stays in the bottom right as the user scrolls. This live chat feature can be found on every page on the site so that the user can always contact the attorney no matter where they are on a particular page.
Blog Posts
One thing that most people don't consider when publishing content to a blog is that most visitors do not read the whole article. Users tend to skim to find the part that is most relevant to them and assess whether the article as a whole is worth their time.
Your law firm website needs to take this facet of user behavior into account if you want to reach potential clients.
The font used for the blog posts is clear and legible, with good text spacing for readability. Blocks of text are broken up into small paragraphs.
This helps make the text more inviting by making it seem less of a chore to read. It also helps visitors who skim the page identify key points to stop at.
A final thing to note about David Bryant Law's blog has less to do with design best practices than content marketing.
The first paragraph of each blog post follows the BLUF method. This means there is a concise statement at the beginning of each article that directly answers the reader's primary questions about the topic.
BLUF statements help reassure readers that they've landed on the right article and avoid fluffy intros so that readers get the information they want as soon as possible. It can also have some beneficial effects on ranking your blog posts on Google.
Service Pages
Your service or practice area pages are another page type that is a must for a personal injury lawyer website.
The service pages on David Bryant Law's website have a hero section at the top that contains a picture of the attorney, a heading that declares the page's topic, and then a short text section that explains how David Bryant can help the reader.
If you notice, this text section is both client-centered and follows the BLUF principle. It explains the stakes of a car accident lawsuit and what it takes to win. The implication is that you can win the compensation you deserve by hiring an experienced PI lawyer like David.
Following this text is a call to action for people who are already convinced. Tapping or clicking “Free Case Evaluation” redirects the user to the firm's contact page.
The rest of the service page looks similar to the site's blog post template. It answers pertinent questions that the reader may have about their cause and provides a table of contents at the top so that readers can navigate to relevant sections.
Home Page
Blevins & Adams's home page opens with a great piece of customer-focused copy as the headline. The headline's focus is entirely on the user and not the firm.
The idea that “you” receive your money by working with “us” is only heavily implied. This clear and simple value proposition gets the point across immediately.
The headline may be the first thing the users see, but it's not the first thing on the page. The firm's number is prominently displayed as a clear call to action. Clicking that link on mobile opens the user's call context menu so they can speak with the firm in a matter of seconds.
There are a few glaring issues with this home page, though.
First, the logo at the top of the page is far too big, the gap between the headline and the following text is too wide, and there's a menu bar at the top with wasted space to the left.
These choices take up a lot of valuable real estate that could be used to build on the bold claims made in their headline.
For example, the paragraph below the heading is cut off by the wasted space.
If this firm were to tighten the design elements up, the user would be able to read that Blevins & Adams only charges a 25% contingency fee. They would also see a call to action button asking them to schedule an appointment.
When you're designing your law firm website, you need to ask yourself what's more important to you: a big logo or getting potential clients into your pipeline.
The rest of the home page contains standard information, such as why the reader should choose them and what areas of PI law they practice. This information is good for the user, but they don't have another chance to convert until they get to the contact form at the bottom of the page.
To this law firm's credit, this form is simple and easy to use, but it may be too late for users.
If the firm used live chat or a sticky contact button, they might see an increase in conversions.
Ed Bernstein and Associates' website doesn't just look good. It's the winner of a 2023 Platinum award from the dotCOMM Awards.
Rankings.io designed this site from the ground up with SEO performance and the visitor's experience in mind.
Home Page
This site opens up with an immediate value proposition, making it clear what these attorneys do.
The headline makes the promise that you'll work with real people (not a jaded attorney) and get real results. The subheadline clarifies that you're not only on a personal injury lawyer's website but that this attorney has over 45 years of experience to offer.
Another thing to note before looking at other parts of the site is the calls to action.
Each page has a bright blue banner at the top. Visitors can tap to schedule a free consultation. There's also a clickable phone number for visitors who'd prefer to talk to someone right away.
There's a personal message from Ed Bernstein for visitors who scroll down the page.
It's rare to see an attorney directly address website visitors like this. It works for this website because it helps the firm follow through on its “real people, real results” value proposition.
Attorney Page
This firm's attorney page is another example of good design.
There's the ever-present consultation and phone number banner at the very top. This acts as a shortcut for visitors ready to get in touch.
Then the page itself showcases the attorney's name and contact info. After that, there's another call to action for a free consultation.
All of the attorney pages on this site are full of biographical information, but each of them knocks out the important factors before visitors start scrolling.
Nicolet Law's site is another award-winning site by Rankings.io. We designed this one with the goal of getting the best SEO performance and client experience possible out of it.
Home Page
Nicolet Law's site opens with a bold claim. Sources throughout the home page back up their claims about having been voted the best personal injury law firm. The text above the headline makes it clear that they serve clients in the Midwest.
The biggest thing to note about Nicolet's home page is the sheer number of calls to action.
At the top of the screen, there's a clickable phone number for a 24/7 line. There's a chat head in the lower right corner (which also offers intake in Spanish). And there's a banner at the bottom offering live chat or text chat features.
Scroll down to the next viewport, and you'll see a friendly photo of firm president Russell D. Nicolet.
The firm's secondary logo is also included—an illustration of Nicolet in sunglasses with his trademark beard. This logo helps give the page a bit of personality and can be found throughout the site.
There's a case evaluation button and a clickable phone number under Russell Nicolet's photo. This element gives visitors more options to get in touch without making them scroll back up. Almost every section on the home page ends with this kind of convenient opt-in.
Attorney Page
The calls to action on this attorney bio page are clear. They do exactly what they're meant to do on any other page.
What stands out here is the language Russell D. Nicolet uses in his bio.
Note how the words he uses position him as someone who is there to help. He doesn't talk about himself using attorney tropes like being “a staunch advocate” or leaning on other stock phrases. People who see this are more likely to see this attorney as a helping hand than just another lawyer.
Interacting with the page causes the chat elements to pop in (like on the home and contact pages). This allows visitors to reach out the way they want to from anywhere on the page.
Home Page
As you would expect from of one of the most well-known firms in the country, there are many things to like about Morgan & Morgan's home page.
That doesn't mean there aren't some opportunities for improvement, though.
The headline is not the most client-focused, but it isn't self-aggrandizing. The theme of “size is strength” is the prevailing theme throughout the entire page. If a user were to view the whole page, that's one key message they'd take away from this brand.
They might have used their “For the People” tagline to emphasize client-centered ideals instead of focusing on the size of their firm.
The call button in the navigation bar and the “Have a Case” button provide the user with options for reaching out to the firm. While this chat element looks nice on larger phone screens, it takes up a lot of space on smaller screens. Any potential client with an older or smaller phone won't be able to see as much of the content, hindering their user experience.
Scrolling down to the next section, the user sees more of the “size is strength” branding, which reinforces the overall theme of the page.
What stands out here is the “See for yourself” button, which links to a page filled with client testimonials. Each section of the page has its own call to action..
The button on this page directs the user to the practice areas page. As with the previous section, there's a similar logic regarding CTAs. This is designed to get users who are looking for help with a specific case type to the service page that's right for them.
The verdicts and settlements section includes a great idea that's poorly implemented on mobile devices. There is a searchable table with over 1600 successful cases. This is an excellent way for Morgan & Morgan to showcase wins and the types of personal injury cases they handle.
The table itself is too large for even the biggest phones. The fact that you need to scroll left to right to get all of the information isn't obvious.
The table looks great on desktop and tablet browsers but should be omitted or modified on mobile.
Service Page
Morgan & Morgan's service page follows all of the best practices for mobile. There's a clickable telephone button at the top, followed by a contact form.
Compared to the home and contact pages, Morgan & Morgan's service pages leave much to be desired.
The heading for this page—“Car Accidents”—is small and deemphasized in contrast with the photo at the top of the screen.
This photo has no connection to car accidents and looks like a dull stock image. This page would look much better if it were related to the topic.
The next section could also do with some stylistic changes.
The font is tiny, line spacing too narrow, and the large block of text may seem daunting to some readers. This could be made more readable by increasing the text size and spacing and breaking it up into smaller paragraphs.
Further down the page is a FAQ section for readers to learn more about Morgan & Morgan's services. The content here is good, but, just like with the first section of text on this page, the font size is too small, and the paragraph length is too long.
Drugwatch is not a personal injury lawyer, but this publisher writes content covering PI topics. If you have a personal injury blog and your firm focuses on mass torts, defective products, or prescription drugs, chances are you'll end up competing against them at some point.
Blog Posts
Drugwatch uses a simple blog post template, which may seem unremarkable, but there are two crucial items to note here.
First, each blog post follows the BLUF principle. In one condensed paragraph, they get the main point across to the reader as quickly as possible.
Second, each article has a few features that can help build trust with the reader.
- The writer and editor get credit for the article, and their credentials are clearly listed. There are also links to their profiles on Drugwatch, explaining why readers should trust them.
- Under the byline, there is also a link that shows the reader all of the article's citations.
- The article is marked as “fact-checked,” and there is a link to a resource explaining Drugwatch's editorial review standards.
In some cases, Drugwatch even credits a “medical reviewer.” Most of the time, this person is a doctor who has confirmed that all of the claims made in the article are factually and medically accurate.
These elements combine to help build the site's authority and credibility with Google.
Home Page
Dolman Law Group's website offers users two different phone buttons above the fold, one in the body of the page and another in the header. The latter follows the user as they scroll through the site.
The phrase “Size Doesn't Matter Unless It Comes To Your Settlement” is a subtle jab, but it's still a great customer-focused touch. It's a clear implication that Dolman Law Group's focus is on getting clients the best settlements possible for their personal injury claims.
The live chat features on this site are well thought out. The chat element is unobtrusive and easy to reach.
One thing Dolman Law Group could improve with the chat widget would be to include an image of one of the attorneys. Users may be more likely to initiate a conversation if they feel they're talking to another person rather than a chatbot.
Blog and Service Pages
The blog and service pages on this site have clear and legible text. The designer clearly paid close attention to font sizes and spacing to keep everything readable.
The length of each paragraph is appropriate for the most part. Large blocks of text don't prevent users from wanting to read. Skimmers can easily find relevant information and make their own decisions about the firm.
How We Picked These Personal Injury Websites
We looked at hundreds of personal injury law firm websites to find the best of the best. The criteria we used to select these sites included:
People-first copy: Is the copy on the site clear and easy to understand? Did the attorneys who approved the design focus on their customer's needs, or did they focus on their achievements? With Google's Helpful Content Update, making sure that your content meets user needs is now more important than ever.
Conversion-focused: Does your personal injury law firm website provide the reader with ample opportunities to contact the attorney? Is it easy for them to reach out, and can they use the method that works best for them? Whether the lawyer is using an answering service, some form of chat, or just a simple contact button, each of these lawyers was easy to reach
Ease of navigation: Is it easy for users to find the information they want? It's one thing to have clear calls to action on each page so that users know how to proceed, but it's another to make it easy for them to do their own research on your site.
Attention to detail on mobile browsers: Is the entire site usable and legible on mobile? Mobile-first optimization has been a best practice for so long that it's basic table stakes for a good website.
If your firm's website is ready for a redesign or you need to build a new one from the ground up, we can help you.
At Rankings.io, we have years of experience working with top-performing personal injury firms. We know what it takes to get your website design, user experience, and SEO performance on the right path to ranking on the first page of Google's search results and converting potential clients into new personal injury clients when they land on your page.
To learn more, contact us today.
