A law firm’s website is often the first impression potential clients have, yet many firms overlook key elements that can impact user experience, credibility, and client conversion. Today, a strong website isn’t just a luxury—it’s a necessity.
Here are the top five elements law firms miss on their websites and why they matter.
1. Mobile Optimization
Mobile devices now generate over 60% of global website traffic. Yet, a surprising number of law firms still have websites that aren’t fully optimized for mobile users. A site that doesn’t adjust to different screen sizes or loads slowly can lead to frustration—and lost business opportunities. In addition, Google prioritizes mobile-friendly websites in search rankings and, therefore, a poor mobile experience can drive visitors away.
2. Well-Defined Practice Area Pages
“Why should I trust your firm with my case?” Visitors are coming to your site to get an answer to this question. Law firms often make the mistake of listing practice areas without providing valuable, detailed content on each service.
Simply saying “We handle personal injury cases” isn’t enough. Clients want to know that you can help with their particular case. Practice area pages should detail the specific types of cases the firm handles and demonstrate expertise in that area of law. A detailed, well-structured practice area page helps make it easier for clients to understand how you can help.
3. Lack of Relevant Keywords
If someone needs a lawyer, there’s a high probability that they will start their search online. In fact, according to a study by the National Law Review, 96% of people in need of legal advice conduct an online search as a first step. The quality of your website doesn’t matter much if no one can find it!
When someone searches for a legal service, search engines like Google analyze hundreds of ranking factors to determine which pages are the most relevant and trustworthy. One of the best ways to move up in the rankings is to have relevant keywords throughout your website. Not sure which keywords to incorporate? There are many free tools like Google’s keyword planner to help you get started.
4. Clear and Compelling Calls to Action (CTAs)
Many law firm websites provide great information but fail to motivate prospects to take the next step and connect with your firm. A strong CTA should be clear, visible, and actionable. Instead of generic phrases like “Contact Us”, firms should use more engaging CTAs such as:
- “Schedule a Free Consultation”
- “Speak with an Attorney Today”
- “Get a Case Evaluation Now”
If potential clients have to search for your phone number or contact form, there’s a high likelihood they will simply move on to the next firm. A well-placed CTA encourages potential clients to take the next step, increasing conversions.
5. Social Proof: Reviews & Case Results
Two-thirds of prospective clients say they are more likely to hire a law firm that highlights success stories on their website. This number is even higher in certain age demographics – 81% of millennials say they are more likely to hire a lawyer with online reviews.
Potential clients want to see real results and satisfied clients before making a decision. Social proof builds trust and credibility, influencing potential clients to choose your firm over competitors. Just be sure to be mindful of your state bar and the ABA’s rules on client testimonials.
Final Thoughts
A law firm’s website is one of its most valuable marketing tools. In a competitive market, having an optimized and easy-to-navigate website is essential. Also remember that your firm’s website is not a one-time, set and forget marketing tool. You should regularly update it with new content and refresh old pages from time to time. Lastly, a comprehensive Law Practice Management software platform should provide integrated Marketing and CRM capabilities to help you convert your web prospects into valuable clients.
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