Law firm websites are some of the easiest to fix and the hardest to design. Every firm needs the same 7 pages — and most of them get all 7 wrong.
Here's what every law firm website actually needs.
1. Homepage — positioning + practice areas + free consultation CTA. Your homepage is not where you talk about your firm's history. Visitors landing on a law firm site need three things in the first 5 seconds: do you handle my type of case, are you in my city, and how do I reach you? Lead with practice areas (linked to dedicated pages), location, and one obvious CTA: "Free 15-minute case consultation."
2. Individual practice area pages — one per service. Most firms list practice areas as text bullets on the homepage and call it done. Wrong. Each practice area deserves its own URL: `/personal-injury`, `/family-law`, `/estate-planning`. Each page is its own SEO target, ranks for that practice's keywords, and lets visitors self-segment to relevant case studies.
3. Attorney bios with credibility specifics. "Sarah graduated from Harvard Law" tells me almost nothing. "Sarah handled the Johnson v. Bridgeport class action ($14M settlement) and is currently lead counsel on three pending cases" tells me everything. Real cases, real outcomes, real numbers.
4. Case results page — with numbers. Law firms are uniquely lucky: you can publish real settlement numbers from past cases. Most don't. A "Case Results" page listing 20 past wins with the dollar amount + case type is the single most converting page on a law firm website.
5. Testimonials with full names. Anonymous "Mary J." testimonials are worth nothing. Real names, real photos, real case categories. If your client doesn't want to be named, that's fine — that testimonial doesn't go on the site. The ones that do go on the site need to be real and verifiable.
6. FAQ — for the question every visitor has but won't ask. "How much do you cost?" Every potential client wants the answer. Most firms refuse to give it. A FAQ that handles "What does an initial consultation cost?", "Do you take contingency?", "What's your typical case timeline?" eliminates 60% of phone-call objections before they happen.
7. Contact page — multiple paths, one promise. Phone, form, Calendly, in-person address. Different prospects want different paths. The one constant: a clear response-time promise. "We respond within 4 hours during business days." Specific commitment.
What law firms don't need. A homepage carousel of stock photos. A blog full of generic "10 Things to Know About Divorce" articles ChatGPT could write. An "Our History" page no one reads. Cut these, focus on the 7 above, and your conversion rate doubles in 60 days.
