Let’s start with the very first thing visitors see when they land on your website — the hero section of your home page. This is the split-second moment that tells a potential client who you are, what you do, and why they should trust you. In just a few words and visuals, the hero section should grab attention, establish credibility and make it effortless for someone to take the next step toward hiring you. Get it right, and you can hook visitors instantly. Get it wrong, and they’ll be clicking “back” before they’ve even met you.
Below is an example of a home page done right.
Here are the element’s you’ll need to highlight:
Practice Area and Location – tell the prospect what kinds of cases you focus on and what areas you serve.
Target Audience – indicate who would make a great client for your firm (individuals, families, small businesses)
Attorney Headshot(s) – people want to know who they will be talking to, and a smiling face will help establish trust and a sense of professionalism.
Firm Highlights – showcase your firm with credentials, case results, achievements, or anything that will set you apart from other firms.
Calls to Action – make clear what step they should take next (schedule a consultation, fill out a contact form, etc.).
You also want to detail what practice areas you cover and the types of cases you handle. This section should look attractive so prospects will want to click to learn more.
Next you’ll want to make your site and all of it’s content easy to read and navigate. If a prospect wants to learn about bankruptcy, they should be easily able to find and read about different aspects of the law. You’ll need to leave breadcrumbs, which are a trail of text links that show users the path to the page that they are currently on.
And remember that Google likes to see relevant content on your site, so keep that in mind when writing your content.
Happy clients are your firm’s number one marketing asset, so make sure to showcase your client reviews. We recommend sending clients to Google to leave a review, but you should pull in reviews you have from any platform by using a widget.
Reviews can help build credibility and reassure prospects because they are more likely to trust the opinions of other clients.
Lastly, one of the most important things your site should be is friendly across all devices – desktop, mobile and tablet.
You are going to receive a lot of traffic from mobile devices, so this step is really critical. If a prospect looks you up on their phone, but your website looks confusing or difficult to navigate, they will move on to another firm.
At Convert It, we’ve built hundreds of high-converting websites for lawyers nationwide. Our custom sites turn visitors into prospects by using specific techniques we’ve perfected over the years. With our attorney-friendly design process, all we need is your biography and headshot — we’ll handle the rest.
Fill out the form below and let’s talk about how we can design a site that delivers real results for your firm.
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About the Author
Carly Shelton is the Director of Marketing at Convert It. For the past 10 years, she has worked with legal marketing agencies to grow their businesses by creating engaging content, building a polished online brand and generating high-quality leads.
Convert It Marketing
For the past 13 years, Convert It has provided easy, effective and affordable marketing services to solo and boutique law firms nationwide. Our marketing strategies are designed to attract, engage and convert prospects into paying clients, then amplify their positive experiences to attract more clients.
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