What should a law firm website contain?

A lawyer’s website should be informative, professional, easy to navigate, and client-focused. It must also comply with Your State Bar Association Rules.
Here are the key elements it should include:

• On every page – Put a Call to Action in the body of the content. This should be a clear instruction on what the visitor should do next (e.g., contact the lawyer, schedule a free consultation). It is not enough just to put a vague “Contact Us” link or your email and phone number. You need to motivate the potential client to take action.
• Avoid vague slogans like “We win cases”

Homepage

• Mention the full legal name of your law firm. Not just a logo.
• Banner image with a photo of one of your lawyers or office.
• Mention your main practice areas.
• Don’t fail to mention where you practice (City, State, Nationwide).

Introduction – A brief introduction to the lawyer or law firm.

Mission Statement – A concise statement of the firm’s mission and values.

Testimonials belong on the home page to build confidence.

About Page 

• Biography – Detailed biographies of the lawyer(s), including education, experience, and areas of expertise. Don’t forget to hire a professional photographer.
• Firm History – Background information on the law firm, including its founding, growth, and notable achievements.
• Team Members – Profiles of other key team members, if applicable.

Practice Areas – Detailed Descriptions – Clear descriptions of the practice areas and legal services offered.

Case Examples – If confidentiality permits, highlight examples of past cases and outcomes to showcase expertise and success.

Client Resources – Links to the your Bar Association for example.

FAQs – Answers to frequently asked questions about legal processes, fees, and other common concerns.

Articles – Regularly updated content on relevant legal topics, recent case laws, and practical advice. Don’t call it a blog unless you really want comments and plan to carry on a conversation. Writing articles is great for SEO and building trust and confidence.
Downloads- Forms, checklists, and other helpful documents for clients.

Testimonials

Client Reviews – Positive reviews and testimonials from past clients to build trust and credibility.

Case Studies – Detailed accounts of successful cases, if appropriate.

Contact Information

• Contact Form – An easy-to-use form for potential clients to reach out. Better yet, have an Intake Form to pre-qualify potential clients. Phone Number and Email – Clearly display contact details such as your Office Location – Address and directions, along with a map if possible.

Legal Notices and Disclaimers  

• Privacy Policy – Information on how client data is collected and used.
• Disclaimers – Legal disclaimers about the information provided on the website and the attorney-client relationship.

A law firm’s website should maintain a professional and ethical standard while avoiding certain content that could detract from its credibility or violate ethical guidelines.

Here are things that should NOT be included on your law firm website

• Don’t violate any of the your Bar Association Advertising Rules.
• Don’t make a one-page website. It is bad for SEO and user experience.
• Vague image of some unknown beach, buildings, countrysite, or city. Use relevant images of your staff and office.
• Don’t use any stock images of people who are NOT members of your staff. (Also note that if you do your State Bar Association Rules require you to specifically mention that the above individuals are NOT part of your firm). Authenticity is crucial for building trust.
• Chat  – Don’t put a chat function on your website unless you really have a live person ready to answer questions. Otherwise, you are deceiving people.
• Dates on your Articles – Putting a date on an article just means that someday it will become outdated. Only use a date if it is important to the article itself.
• False or Misleading Information – Avoid any statements that exaggerate or misrepresent the lawyer’s or firm’s abilities, qualifications, or success rates.
• Unverifiable Claims – Do not make claims or promises about guaranteed outcomes or specific results that cannot be substantiated.
• Confidential Client Information – Never disclose any confidential information about clients or cases without explicit permission.
• Negative or Inflammatory Content. Avoid content that disparages other lawyers, firms, clients, or any parties involved in past cases.
• Unprofessional Language or Tone – Steer clear of casual, slang, or overly informal language. Maintain a professional tone throughout the site.
• Outdated Information – — Ensure that all content, including contact information, biographies, and practice area descriptions, is current and regularly updated. No date on articles unless absolutely relevant.
• Irrelevant Content – Do not include personal opinions, political views, or unrelated personal content that does not pertain to the legal practice. Remember 30% of voters are registered Republicans, 30% Democrats, and the other Independents. Your law firm’s website – is not the forum for politics unless you want to write off many potential clients.
• Excessive Pop-Ups-Avoid using intrusive pop-ups, ads, or any aggressive marketing tactics that can frustrate or deter visitors. In fact, I suggest not using any popupo. Just put a link to a new page.
• Adertisement – Don’t put Google Ads on your website. It makes it look cheap and violates Bar Association Rules.
• Unverified Testimonials – Only use testimonials that have been verified and approved by the clients. Fake or unverified reviews can damage credibility.
• Insecure Communication Channels – Do not use unencrypted or insecure methods for clients to submit sensitive information. Ensure all communication channels are secure. Get an SSL certificate as search engines will penalize you if you don’t have one.
• Disorganized or Difficult-to-Navigate Design – Ensure the website is well-organized, easy to navigate, and user-friendly. Avoid cluttered layouts and confusing navigation structures.
• Failure to Include Legal Disclaimers – Make sure to include necessary legal disclaimers regarding the information provided on the site, especially about the nature of attorney-client relationships and privacy policies.

By avoiding these pitfalls, a law firm can maintain a professional, ethical, and client-focused website that effectively serves its purpose.