Skip to the main content.
What Size Law Firm Are You?

We've crafted solutions tailored to your firm

Insurance Glossary

The world of insurance for law firms can be confusing, and difficult to navigate. We've created this glossary because these common insurance terms should be easy to understand.

← Blog Home

3 Things Every Law Firm Website Needs

8 min read

3 Things Every Law Firm Website Needs


Many law firms waste too much money on web designers that may build them pretty websites. The problem is that website may not do what it is supposed to do by clearly communicating why a site visitor should hire them. That puts the firm at risk of attracting the wrong type of clients. 

DOWNLOAD A COPY OF 3 THINGS EVERY LAW FIRM WEBSITE NEEDS Grab your free digital copy of the strategies to give you a website that attracts the clients you need to grow your firm.

Solving this problem can be very simple. Whether you want your current site to attract the right customers and let your marketing dollars finally pay off, or you are looking to create one for the first time, your website should present your firm as the solution when your ideal client needs an attorney.  

So how do you create that website? Follow the strategies laid out in this guide and you will have a website that speaks to the potential clients you are looking to attract. We’ll even include pro tips to help take your website to the next level. 

If you are a law firm that wants to attract more of the right clients to grow your business, this guide will save you time and money - neither of which you can afford to waste. 

You will get real-world advice that you can implement yourself. You will also get a website that you can be proud of and begin converting visitors into clients immediately.  

Ready to get started? Let’s go! 


The purpose of a law firm’s website has changed quite a bit over the years. At first, they were nothing more than a business card – a place to stake your claim and give people a way to find your phone number. Those sites were easy to maintain, and aesthetics weren’t that important.  

During the next phase, a website would serve as a place to share every piece of information about the law firm. Pictures of the building, resumes, and CVs of staff, briefs, and case studies for victories and large settlements. Those sites were expensive to build, hard to keep up-to-date, and difficult to maintain. 

Now? The legal industry has shifted, and online bundled legal service providers are competing with traditional law firms. That places a premium on making sure that an effective website is part of a well-thought-out plan to attract the right customers. 

Your website should complement your law firm’s brand – what do you stand for and what sets you apart from the law firm down the street? In other words, what is the specific message of your firm’s brand? 

This is not about the type of law you practice, rather it is all about your ideal client. Hiring a lawyer can be scary for many people. Your website should tell people two things:  

  1. The problem you solve for them

    Example: Dealing with insurance companies after a car accident. 

  2. How working with you can make their lives better

    Example: We make it easy to start your recovery.  

If you’re a divorce lawyer, you help people navigate a difficult emotional journey. If you’re a personal injury attorney, you help clients get back what they’ve lost. 

Your job frequently forces you to avoid falling prey to the curse of knowledge. Whether you are a trial attorney speaking to a jury or an estate planning attorney explaining your state’s tax laws to a client, you take complex legal concepts and must explain them in as simple terms as possible. Your website needs to do the same thing. 

 Most experts talk “down” to a 7 (on a scale of 1 – 10) when explaining difficult concepts. In a face-to-face conversation where you can add context and supporting details, especially with someone interested in your services, that can be very effective. 

 Your website’s tagline needs to bring that number down to about a 2 or 3. It has the goal of converting visitors into clients. They don’t know you and they don’t really care about you – they care about themselves. Specifically, they care about how you can help them. 

 Imagine explaining what you do to the average kindergartner. If they can understand how you help people, then your website is doing its job. 

Tagline Examples  

  • Divorces can be messy. We help you make the process as clean as possible. 
  • Personal Injury lawyers committed to protecting your best interests. Not ours. 
  • Get your start-up business up running faster. 

What you do is complicated. The ins and outs of an ever-changing legal world combined with a consumer landscape that is more and more about “what-have-you-done-for-me-lately” make your marketing strategy that much more important. People are increasingly using search engines to solve all of their problems, legal ones included. 

Your website needs to communicate the value you bring to your clients. And it needs to do it quickly. 

Pro Tip: The 5-second test 

How can you be sure that you have nailed it and created a website that works? See if your site can pass the 5-Second test. Here is how it works:  

  1. Take an acquaintance who knows you, but not necessarily what you do, to coffee at your favorite coffee shop. Bring your laptop.
  2. Show them your home page for 5 seconds. That’s all. 5 seconds.
  3. Ask them to tell you what you do and how you solve your customer’s problem.  

Did they get it right? Congratulations! Did they get it wrong? No problem. Talk to them, get their feedback, and make your tagline even simpler.  


Another common mistake made by many businesses has to do with the images chosen for their website. Law firms are no different. It is tempting to show a picture of your building or you. Remember though, everything on your site should focus on your customers and how you can help them resolve their fears. You might have the nicest building on the block, or you might have a great headshot you want to use – however, avoid the temptation to make the picture about you.  

The image displayed when people arrive on your site should paint a picture of what life will be like if they hire you as their attorney. Wills, Trusts, and Estates can be about leaving a legacy for generations to come. The picture should focus on a happy family – maybe even multiple generations. You have created a tagline that tells people how you solve their problem(s) and you have told them how you will make their life better. Your images should do the same thing. 

Let’s look at two examples side by side:  

Potential clients are not searching for an attorney. They are looking for a solution to the internal fears they have at this moment. By default, any law firm can solve the external problem posed by, “I need to hire a lawyer.” When you shift your website’s focus to address the anxiety around the issue itself, you will position yourself as THE firm for your desired client. When you show images of people who have had their anxiety relieved, you allow your clients to imagine success – and they will be more likely to hire you. A picture can be worth 1,000 words (or 1,000 dollars of budget). 

Finding the right photo to use, especially when using ‘stock’ photography, can be maddeningly time-consuming. At the end of the search, after spending valuable time selecting an image, you may have also spent money on a photo that leaves you feeling as if it is not the image you had in your mind to represent your firm. 

You can still stay true to the principles laid out in this guide by including a picture of you or your family as long as it shows the success your customer will experience with you as their attorney. You may or may not save some money, but you may also feel an immense sense of pride by including the people you hold dear on your site.  

Pro Tip: Peace of mind 

It’s more than images though. Your language should describe a life transformed and talk about how your clients will feel after hiring you. Will they be relaxed knowing their family’s future is secure? Will they be confident their business structure is the best for them? Perhaps they will have peace of mind that their divorce was handled with care. When dealing with emotionally charged situations, people want to know how their life will feel better. 


You would be surprised how many businesses spend time and money driving people to their website but never ask for their business. This is one of the most common mistakes companies, including law firms, make. It is also the easiest one to fix. 

Imagine you need to hire a new office manager for your law firm and decide to look for a staffing agency to help you. You head to Google and click on the first agency that comes up in your search results. It has a beautiful site with a very attractive person answering the phone. Their tagline tells you that they take “Hiring seriously.” As you click through the site and read their testimonials and their core values, you’re sold on their ability to help you.  

There is one problem. Other than a 'Contact Us' link at the bottom of the page, there’s no easy way to schedule an appointment or request a call. You head back to your search results and go to the next agency’s website. The site is not visually appealing. However, right there in front of you is the sentence, “Office Staffing Solutions for Law Firms: We help you hire the right people the first time.” Right below that sentence is a button that says, “Schedule an Appointment.” You click, schedule a 30-minute call for 1 pm that day, and get an email explaining how the meeting will go with a few questions for you to answer prior.  

If you want your website to be focused on growth, then everything on your homepage should be about driving potential visitors to take one action – call you, schedule an appointment, or even fill out a contact form. Anything else is secondary. Whatever you choose, it should be prominent. Make it a button on the main image of your homepage. It should also be static on the top of your website. As people scroll down on your homepage, that call-to-action should stay prevalent at the top of your site. 

Let’s look at that sample website from earlier with the call-to-action added:  

Screen Shot 2023-12-18 at 12.04.22 PM

Pro Tip: Schedule, don’t request 

A very common call-to-action is to have someone request a call. The button takes visitors to a form where they provide contact and possibly some additional information. Once they submit, they need to wait until you follow up. The time frame for an acceptable turnaround is different for every person, but even 1 business day will feel too long for a prospective client. 

People are used to instant gratification for customer service and the longer they wait for you to return their call, the more likely they are to move on to the next attorney. When you add the fact that hiring an attorney is frequently an emotionally charged situation, time is definitely of the essence. 

There are quite a few free or inexpensive options available that provide your prospective clients the ability to schedule an appointment with you from any device. They connect with your work calendar to provide available times for the general public, send automated responses and reminders, and provide immediate satisfaction for your client.  


 ALPS presents this publication and sample documents as general information only. While ALPS strives to provide accurate information, ALPS expressly disclaims any guarantee or assurance that this publication or sample documents are complete or accurate. Therefore, in providing this publication and sample documents, ALPS expressly disclaims any warranty of any kind, whether express or implied, including, 

but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. 

Further, by making this publication and sample documents available, ALPS is not rendering legal or other professional advice or services and this publication and sample documents should not be relied upon as a substitute for such legal or other professional advice or services. ALPS warns that this publication and sample documents should not be used or relied upon as a basis for any decision or action that may affect your professional practice, business, or personal affairs. Instead, ALPS highly recommends that you consult an attorney or other professional before making any decisions regarding the subject matter of this publication and sample documents. ALPS Corporation and its subsidiaries, affiliates and related entities shall not be responsible for any loss or damage sustained by any person who uses or relies upon this publication and the sample documents presented herein. 

Links Disclaimer:  

Some links within these materials may lead to other sites that we believe may be useful or informative. ALPS Corporation does not incorporate any materials appearing in such linked sites by reference. These links to third party sites or information are not intended as, and should not be interpreted by you as, constituting or implying our endorsement, sponsorship or recommendation of the third-party information, products or services found there. We do not maintain or control these sites and, accordingly, make no guarantee concerning the accuracy, reliability or currency of the information found there. 






Matt joined ALPS in December of 2008 to direct our Sales, Marketing & Customer Service Departments. Prior to joining ALPS, Matt served as a Training Manager for DIRECTV, specializing in improving the customer experience and in leadership development. His focus at ALPS has been improving the processes and systems that impact our customers directly, as well as creating more value for our policyholders. Whether improving the online experience, changing how we communicate with our customers, or spearheading the development of our education services library, Matt has kept the focus on ALPS customer base. Matt has almost 15 years of leadership experience; having worked as Director of Customer Service Training for, Training & Quality Manager for Charter Communications, Operations Manager for US Bank, and Competitive Programs Manager for Hewlett Packard. He has his Bachelor’s Degree from Northwestern University and his M.B.A. in Marketing and Finance from the University of Iowa. Matt and his wife moved to Missoula in 2006, where they have two children.

A Law Firm Business Plan for Success

A Law Firm Business Plan for Success

Lawyers starting a new firm usually feel confused, overwhelmed, and stressed. That’s how I felt when I started my solo firm in 2006. Since then, I’ve...

Read More
Small Law Firm Marketing – 5 Things You Need To Know

Small Law Firm Marketing – 5 Things You Need To Know

YOU’RE STARTING A LAW FIRM; NOW HOW DO YOU MARKET YOUR PRACTICE? The word marketing has so many definitions, just the thought of creating a law firm...

Read More
Law Firm Technology: A Guide for Solo and Small Practitioners

Law Firm Technology: A Guide for Solo and Small Practitioners

Have you ever picked up a random pile of Legos, and tried to build something? Sure, it’s a creative endeavor; but the end result often looks like...

Read More