Seo 3

Lead Generation for Your Website

As a lawyer, having effective law firm marketing strategies to drive traffic to your website is crucial. Once prospective clients arrive, you need a website that builds law firm legitimacy and trust as well as converting visitors into leads.

So, what goes into a website that will turn your visitors into leads? In this guide, you’ll learn the most important features law firms must include on their website to maximize lead generation.

1. Attractive Landing Page

Your landing page is the first page that anyone will notice when they visit your website. A page with a responsive web design that displays well on any size device will make it more appealing for visitors to browse and understand regardless of their chosen device. This page should be clear so that visitors can tell right away if you are the type of lawyer that can help them with their issue.

Most people who visit a law firm’s website are not experienced with researching, finding, or hiring a lawyer. Many visitors also search during a stressful time and they can be dealing with heightened emotions of anger, confusion or fear. They will want to find a website that is easy to understand, has useful information, and makes it simple for them to reach out for assistance.

If you want to convert your website’s visitors into clients, spend time designing your landing page with these features.

  • Use videos first. A video is a powerful way for you to make a personal connection with a potential client. You can cover a lot of information much quicker.
  • Explain what makes you different from other lawyers.
  • Clearly explain what makes you the right choice for the visitor.
  • Detail your firm’s approach and philosophy.
  • Avoid jargon, use clear simple language.
  • Provide a list of services that is simple and easy to understand.

2. An Excellent User Experience

User experience refers to the ease of use of your website, its speed, and the clarity of its information. Having a smooth user experience is an important factor in keeping visitors on your website and moving them into your sales funnel.

  • Ease of use means that users can intuitively understand how to navigate your website. Use simple navigation that makes it easy for users to find what they are looking for.
  • Clarity means the language that you use is easy to understand. Avoid legal terminology and focus on simpler language.
  • Speed is straightforward and refers to how fast your website loads. If your website loads too slow, then visitors will leave, plain and simple. This could increase your bounce rate and have a negative effect on your SEO. Make sure that your site has a quick load time to keep visitors on your page.

To learn more about optimizing your webpages, check out our recent article on why a well designed website matters to your firm.

3. ‘Meet the Team’ Section

This is the section where visitors get to know their potential lawyer. Here, they can learn the lawyer’s background and be confident that their legal issue is in the right hands. This is the second most important page of your law firm website after the landing page.

This page can highlight your specialties, strengths, past successes, and what sets you apart. This section helps your clients understand you better and it helps you match the right keywords to make you more SEO friendly.

For example, if you were interested in advertising on Google for the search term “Divorce Lawyer” you could direct visitors to a landing page that is designed for reaching out to people in your firm that specialize in divorce cases, instead of a general page about the firm.

This reduces confusion and allows you to focus on qualified leads from people who are actually interested in your services and highly motivated to contract your services.

You should keep your separate practice areas on different pages. Clearly explain each practice area, what types of cases you take on, and what sets you apart from other lawyers. Include professional headshots of your firm’s lawyers. This last bit may seem unnecessary, but it goes a long way to establishing trust and a feeling of relatability to your clients.

4. SEO

Your law firm’s web design should focus on SEO. The best website won’t do anything for your firm if people cannot find it. SEO maximizes the number of visitors to your site by ensuring the site ranks high in search engine results.

You can improve off-page SEO by building inbound links. This is done by getting quality sites to link back to you. The more inbound links you have, the higher your search engine ranking will be. To get more inbound links, focus on creating high-quality content, and submit your site to online directories.

To improve your on-page SEO, focus on including keywords within your copy. This includes important areas such as headings, sub-headings, body content, and image tags. Make sure your primary focus is humans, and keep search engines second.

5. Contact Page

The end goal of your law firm website design is to generate new business. Your website should be able to take advantage of each opportunity to move a user into your sales funnel.

You want users to be able to contact you from the moment they visit your website. Look to provide many options for clients to get in touch with you. Email, call, chat boxes, and contact forms are convenient methods that you should include.

You can learn more about live chat for your firm and why we rank it as a must-have here.

6. Reviews and Testimonials

Reviews are a powerful way to give any potential client a sense of reassurance. Install review badges on your website that link to your Avvo, Yelp, and Google profiles. The badges will update in real-time with the number of reviews and your rating. Users can click on the badges and see all your great reviews.


Fletcher Digital specializes in helping lawyers build websites that turn visitors into clients. From custom website designs to conversion-optimized calls to action, we offer the tools to help your law firm stand apart from the competition. Contact us today to learn how our law firm web design services can help your firm succeed in the digital frontier.

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Joe Fletcher
Joe Fletcher
President, Fletcher Digital

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