Here’s our foolproof recipe for a law firm homepage: equal parts information + direction with a sprinkle of storytelling. Packing a punch with minimal real estate is a challenge—but a successful homepage is quite literally the source of future growth for your firm.
An impactful homepage needs to get your point across while keeping your visitor engaged. The solution? Say the right things in the right places. Every inch and every word matter. 94% of first impressions come from website design.
Here are homepage design tips for lawyers, including layout, language, and principles for effective communication and conversion.
Start strong with a snappy introductory section.
Search engines and readers alike pay attention to the first few sentences.
Your homepage challenge is to immediately and concisely provide sufficient information. Try to craft a simple, single sentence that encapsulates what you do.
Here’s an example:
“The Adeola Law Firm works with families and small businesses throughout Springfield, Massachusetts with Estate Planning, Asset Protection and Business Succession Planning.”
In one easy-to-read sentence, you’ve now laid out exactly what you’re about and you’ve helped the user understand if they should keep reading.
This strategy is effective in terms of SEO and visitor appeal because it answers key questions that both Google and online visitors may have, like what do you do? Who do you serve? Where do you practice geographically? What practice areas do you offer?
If you have 14 specialties, consider listing just a few practice areas in the first sentence and then follow that with a bulleted list of your other services.
> Here’s an Omnizant client who is nailing their homepage.
Retain attention with informative, value-add details in the body.
The body of the home page should describe what sets you apart from other competitors.
Alert: Generic language can kill a prospect’s interest faster than a speeding bullet.
”We are client-focused.” What does that even mean?
Instead, be specific. Tell your story. Think about it from a client’s perspective.
- Highlight unique examples of technology or procedures you use to benefit your clients.
- Feature a prominent client testimonial.
- Call out key ways you differ from competitors.
In short, use this space to sell yourself and be creative.
Note that referral validation sites should look and function very differently from lead generation sites.
> Here’s an Omnizant client with a super compelling homepage.
Give clear direction with an obvious call-to-action.
After you’ve talked up your firm, you need a call to action.
What: Highlight that you offer a free consultation and flexible appointment times.
How: Include your contact information or a prominent link to the Contact Us page.
Most importantly, you should always pair a call to action with setting expectations.
Be clear about what someone can expect after they reach out to you. Will your receptionist email back within 1 business day? Will they automatically receive acknowledgment plus a helpful resource guide?
When you remove stress and build confidence in the CTA stage, you’ll reap the rewards later.
You may also consider steering users deeper into your website to check out your updated attorney profiles, blog, or FAQs. Include direct links to these pages, if so.
> Here’s an Omnizant client with excellent embedded CTAs on the homepage.
Review and next steps
Does your firm have stage fright? If you are over-investing in SEO to get eyes on your page but failing to perform when people actually show up, it might be time to reassess.
Homepage performance is critical to your firm’s success. You have split seconds to earn trust.
Professional designers can deliver results fast. You nail the brief, we’ll nail yours. Optimize your homepage, starting with a free conversation.
Last Updated: July 29, 2024