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Industry

Law firm websites for people making a difficult decision

Someone reaching a law firm's website is usually dealing with something serious, often privately, frequently on a phone late in the evening. The site's job is to be genuinely useful at that moment, not to advertise at them.

  • Practice area pages with real depth, not a paragraph each
  • Discreet enquiry handling for sensitive matters
  • A clear statement of what happens after making contact
  • Solicitor profiles that establish who will handle the matter
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A law office bookshelf holding bound legal reference volumes

What does a law firm website need to get right?

Depth, discretion and clarity. Depth, because someone facing a legal problem reads several firms' pages carefully and can tell which one actually explains their situation. Discretion, because family, employment and criminal matters are read privately and enquiries must be handled accordingly. Clarity, because the single most reassuring thing you can publish is exactly what happens after someone contacts you.

  • Practice area pages that explain process, timescales and options
  • Enquiry handling designed for genuinely sensitive matters
  • The first step after contact, stated plainly

Common problems

What weakens most firm websites

  • Practice areas one paragraph deep

    A list of areas with two sentences each, when the visitor needs to understand process, likely timescale and what their options actually are.

  • Written for other lawyers

    Terminology and citation style that signals expertise to peers and loses the person who needs help.

  • No sense of who you would deal with

    Generic team photography and no meaningful profiles, when the choice of firm is largely a choice of person.

  • Enquiry handling that ignores sensitivity

    A general contact form for matters people would not want appearing in a shared inbox or a browser autofill.

  • Costs entirely unaddressed

    No mention of fee structures, funding options or whether an initial conversation is chargeable.

  • Silence about what happens next

    Someone about to make a difficult call wants to know the shape of the first conversation. Most sites never say.

What we build

The structure a firm's site needs

Practice areas

  • A substantial page per area you genuinely practise
  • Process and realistic timescales explained
  • The options available, including doing nothing
  • Written for the client, not for the profession

People

  • Individual solicitor profiles with real experience
  • Which areas each person handles
  • Qualifications and admissions you confirm
  • A route to enquire about a specific person

Enquiries

  • Discreet forms with a clear privacy statement
  • Alternative contact routes for sensitive matters
  • A stated description of the first conversation
  • Conflict-check expectations set upfront

Costs

  • Fee structures explained in general terms
  • Funding arrangements where you offer them
  • Whether an initial discussion is chargeable
  • What determines the eventual figure

Trust

  • Regulatory information as required in your jurisdiction
  • Complaints procedure accessible, not hidden
  • Genuine client feedback only, with permission
  • Accurate, current firm information

Privacy by design

  • Minimal data collected at first contact
  • Careful analytics configuration on sensitive pages
  • No third-party trackers on enquiry routes
  • Clear retention and handling statements

Discretion

Sensitive matters need a different enquiry design

Someone researching divorce, employment disputes or criminal defence may be doing so on a shared device, in a shared house, or from a work computer. Standard website practice — an aggressive newsletter prompt, a chat widget, a form that autofills a name into a shared inbox — is actively hostile in that context.

So we design these journeys differently: minimal data at first contact, an explicit statement of who will see the enquiry, alternative contact routes for anyone who does not want to leave a written trail, and restraint about third-party scripts on the pages where someone is at their most exposed.

  • Only the minimum information requested at first contact
  • A plain statement of who receives and reads the enquiry
  • Alternative routes for anyone who does not want to submit a form
  • No third-party trackers on sensitive practice pages
Legal scales beside documents on a desk in a solicitor's office

Regulated claims

What we will not write for a law firm

Legal services advertising is regulated, and the rules on outcome claims, comparative statements, success rates and specialist designations vary by jurisdiction and regulator. We will not draft copy that claims success rates, implies guaranteed outcomes, asserts accreditations, or uses protected terms such as specialist designations without your confirmation.

All content describing your regulated status, qualifications and practice scope is written from information you supply and approved by you before it is published. Where a draft looks like it may need compliance review, we flag it for you rather than publishing and hoping.

Questions

Law firm website questions

How much detail should practice area pages contain?
Enough that a reader understands their situation better after reading it. That usually means several hundred words covering process, realistic timescales, the options available and what your involvement would look like. Firms consistently underestimate how much people read when the matter is serious.
Should we publish fees?
Publishing exact fees is rarely practical, and in some jurisdictions there are specific requirements about price transparency for certain services. What always helps is explaining the fee structure, whether an initial conversation is chargeable, and what determines the eventual figure. Check your regulator's requirements; we will build to whatever you need.
Can we use a live chat widget?
You can, but consider it carefully on sensitive practice areas. A chat widget is a third-party script capturing conversation on pages where visitors are at their most exposed, and it implies an availability you must actually meet. For family or criminal work, we would generally advise against it.
How should we handle client testimonials?
With genuine, permitted feedback only, presented as your regulator allows. We will build the component; you supply real content with the necessary consent. We will not write testimonials, and we will not present anonymised composites as though they were real clients.
Do we need separate sites for different practice areas?
Almost never. Separate sites split your credibility and multiply the maintenance. A well-structured single site with substantial practice area sections performs better and is far easier to keep current.

Related

Also relevant

Rebuilding your firm's website?

Tell us which practice areas matter most and how enquiries currently reach you. We will tell you where the structure is losing them.

Discuss your firm's siteAll industries