Essential Elements of Law Firm Website DesignAre you planning to invest in a new law firm website design? As you browse lots of amazing law firm website designs, you may start to notice some similarities from one site to the next. In this post, we’re going to break down some of the # essentials of law firm website design. By including some of these key components, you’ll ensure that your potential clients get the best first impression of your law firm – and not less than what they would have gotten from your competitors.

Homepage Elements

Since most of the focus of a law firm website design is focused on the homepage, we’ll start with the elements that are commonly found on the best homepages.

Hero Section

The “hero” section is the top of the homepage. It’s the part above the fold – the part that your law firm website visitors are going to see first. Law firm website design in 2020 calls for bold, high-quality photos of your top attorneys in action.

Law Firm Website Design - Hero Section

An example of the homepage hero section of

Over the hero image, law firms take multiple approaches to impress visitors in the hopes that they will keep scrolling. These approaches include:

  • A summary of who the firm helps, what services they offer, and a call to action button to request a consultation or get a case review for free.
  • A summary of the law firm’s latest reviews, average ratings, case results, and settlement awards.
  • A phone number, live chat, or other contact option or link.

Trust Badges

Following the hero section, law firms usually want to reassure potential clients that they have a good reputation. They do this using trust badges from networks like the Better Business Bureau, American Bar Association, state bar associations, Avvo, Multi-Million Dollar Advocates Forum, The National Trial Lawyers, American Institute of Personal Injury Attorneys, and similar professional associations and organizations.

Law Firm Website Design - Trust Badges

An example of how trust badges are used on

You can also use local rating networks like Google, Yelp, and attorney rating networks. All of these will let your website visitors know they can find trusted reviews and ratings of your law firm from people in their community.

Practice Areas

Next, you will find an extended description of the law firm and the practice areas they specialize in. This is important on the homepage as it adds additional content on the page – content that is keyword optimized for all of the terms you will be targeting throughout your website.

Law Firm Website Design - Practice Areas

List out practice areas for clients and search engines like

This is why it’s important to use keyword-optimized anchor text when linking from your homepage to pages about specific practice areas for your law firm. Avoid linking to terms like “learn more” or “click here” and opt for “car accident” and “uber accident” instead for SEO value.


To further reinforce the trust aspect of your homepage, add in the best quotes from client testimonials. You can do this in text format, based on your website design’s theme and layout features.

Law Firm Website Design - Testimonials

Add testimonials to your homepage to boost visitors confidence like

If you record video testimonials in-house, you can upload them to YouTube and embed them onto your website. This would allow you to showcase the testimonial for website visitors while allowing the video to attract audiences from the YouTube video network as well.

How It Works/Why Choose Us

One of the top questions many law firms receive is how does a case work, from start to finish. Or another way to phrase it – why should the client hire you over other law firms? Law firms put their clients’ minds at ease by answering this question in a few steps on the homepage. One of the top points most law firms typically make (when applicable) is that they don’t get paid until they win their client’s case.

Law Firm Website Design - Why Choose

The “Why Choose Us” section from

These, along with other frequently asked questions, will bolster the amount of content on your homepage. The more content (amount of text) on your homepage, the more valuable keywords Google will have to include in their indexing.


In addition to testimonials slider, some law firms will include a results slider. When applicable, seeing the potential dollar amounts that could come out of a case could increase the likelihood that a website visitor could contact the law firm for a free case review.

Law Firm Website Design - Results

Impressive results for potential clients displayed on

This is one of the many ways you can improve conversions on your personal injury website. If you have a place where you ask visitors to submit their information for a free consultation or case review, add your best or latest results nearby. Then watch your signups to see if they start to improve!

Contact Us

Instead of linking to the contact us page, you will usually find a form on the homepage itself. This removes some of the friction from conversion so that more people are likely to submit their contact information for a free consultation.

Law Firm Website Design - Contact Us

The contact us form at the end of the homepage of

The embedded contact form on the homepage can be especially useful for mobile users who aren’t going to wait around for a second page to load. Getting the conversion done on one-page load can reduce the chance of losing the person from one-page load to the next.

Main Content Pages

While most of the best design is focused on the homepage, any internal page of a law firm could be the first landing page a website visitor encounters. Here are some of the differences between the homepage design and the internal page designs.

Law Firm Website Design - Main Pages

Example of a main content page design from


Some law firms continue to use the hero image from their homepage, overlaid with a similar call to action text from the homepage. While this can be visually appealing, other law firm website designs use smaller images for their header or a text-only header to get the website visitor’s focus on the content.


The sidebar can be utilized in a multitude of ways. For law firms with in-depth content, the sidebar can serve as an extension of the navigation menu. Website visitors won’t miss important content that you can’t link in the main navigation bar.

Another good use of the sidebar is to increase conversions by adding clickable phone numbers and forms for free case reviews or consultations.

Beneath your contact information, you can add your top trust badges to ensure that potential clients feel comfortable contacting your law firm. These should include the sites you have your best ratings on, awards that are most likely to impress potential clients, or badges your clients are most likely to recognize.

For example, you shouldn’t put the BBB on your homepage if you don’t have a good BBB rating. People will check – it’s not just an element of design.


If the law firm website design didn’t include a conversion element in the sidebar, the footer is the second-best place to find those elements. You’ll find law firms add one or more testimonial snippets in their footer.

They may also add detailed contact information in an attempt to convert website visitors into clients who call or visit the office. It also serves to help with local search optimization if the phone number and address are in text format on the page.

Law firms with multiple offices will include a breakout of each office’s address and phone number in the footer. The office location/name will be linked to its main location page, complete with a detailed list of attorneys and services available at that office.

Landing Pages

The main pages of a law firm website design are used to convert website visitors from organic marketing campaigns into clients. Conversely, landing pages are used to convert visitors from paid advertising campaigns into clients.

Landing pages are going to have a similar feel to the main pages of the law firm website design. What you won’t find on the landing pages are the elements that don’t help convert website visitors into clients. Typically, you will find the navigation bars, sidebar content, and footer content of the landing pages have been removed.

Landing pages focus solely on content that will drive website visitors to convert. For law firms, this means content that builds visitors’ trust in your law firm’s attorneys, knowledge, and reputation.

A lot of landing pages look similar to the homepage design – bold hero sections, trust badges, contact forms for free consultations, and testimonials. Landing pages also incorporate video of the attorneys discussing how they help clients in personal injury cases or testimonials of clients who have been helped by the law firm.

Landing page designs are often the most heavily modified. Since you want the highest return on investment with your PPC campaigns – especially with the high cost per click on legal search terms – you will want a high converting landing page. To ensure your landing page has the best conversion rate, you have to keep optimizing it for conversions through testing.

Blog Pages

Law firms design their blog pages to share local news, news about law firm awards and settlements, testimonials, updates on lawsuits, and other relevant information. Similar to the main page design, blog pages include links to the latest blog posts in the sidebar along with a contact us form.

In addition, most law firms close out their blog posts with an option to contact the law firm if they have questions. They may also end a blog post with an opt-in box so website visitors who don’t have a need for an attorney at the moment can subscriber to the email list for regular newsletters.

Blog page design also incorporates social sharing elements to encourage content shares on networks like LinkedIn, Facebook, and Twitter, or privately by email or text. The idea is that if someone reads useful information, they might know someone who needs to read it as well. If your law firm’s blog design has a built-in social sharing system that makes it easy to share your blog content, you might get a few leads through content referrals.

What are the most important elements of a law firm’s website design to you? Let us know in the comments.