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.
