Think of your law firm’s website like a digital front door. It needs to get the attention of potential clients, make a positive first impression, and provide useful information that sets you apart from your competitors.   

But if you’re a small firm or solo practitioner, getting a new, professional website off the ground may be an overwhelming project. What’s more, it can be hard to figure out:  

• What your site should have on it 
• How to manage your site effectively 
• Who to turn to for help on your website 

A successful website project should start with understanding what goes into a successful website. Let’s look at some of the key features of a high-quality, professional website.  

The ROI of a high-performing website 

A high-performing law firm website can generate significant returns on investment by attracting more clients, enhancing the firm’s online presence, and streamlining client communication. Consider the following ways a law firm’s website can deliver a significant return on investment:  

• Increased client acquisition and conversion rates: Integrated forms and landing pages capture leads efficiently. User-friendly design and clear calls-to-action convert visitors into clients more effectively, especially when a website is connected with a legal client relationship management software.
   

• Cost-effective marketing: A high-performing website serves as a 24/7 marketing tool, reducing the need for traditional advertising. Tracking tools provide valuable insights into user behavior, helping to refine marketing strategies.
   

• Improved client relationships, communication, and service: Professional design and informative content build trust and credibility with potential clients. Features like chatbots, online appointment scheduling, and contact forms streamline communication. Online resources such as FAQs, blogs, and client portals improve service and client satisfaction.

Six elements of a high-performing website 

While your law firm website should be unique to your practice, there are some common elements that all good websites share, regardless of what industry or services/products are featured on the site. These elements include: 

1. Well-developed branding 
2. Content that adds value  
3. Clear differentiators  
4. SEO strategies 
5. Intuitive navigation 
6. Regular maintenance 

These aren’t just quick website tricks and tips to boost your online presence—these elements are time-tested, website best practices for getting results from your website.  

1. Well-developed branding

To build a successful website, you’ll want to ensure that you have an authentic, cohesive brand identity. Branding is a complex undertaking, one that can take law firms a while to nail down. Effective branding goes beyond designing a logo for your practice. It also requires decisions about:  

• Visual identity: Consistent color scheme, typography, and logo 
• Professional imagery: High-quality images and a clean, intuitive layout 
• Clear messaging: Use of concise and impactful language to convey key messages and law firm differentiators 

All of these elements of branding work together to communicate your firm’s values, expertise, and professionalism. 

2. Content that adds value

Content development is pivotal for an effective website. That’s because content:  

• Establishes your firm’s credibility 
• Engages new and current clients  
• Enhances search engine optimization (SEO) rankings 

But what’s the difference between content that adds value and content that…doesn’t?  

There are lots of different ways to create website content, from blogs to case studies to FAQs to video. The format matters less than the content itself. Valued-driven content should help answer questions, provide insights, and connect with your audience without being overly salesy. It should also clearly reflect your law firm’s brand. For example, if your firm is a hard-driving criminal practice, taking a no-nonsense, focused approach to blogging can help convince potential clients you’re the attorney they want in their corner in court.   

Additionally, your firm’s content should be updated and relevant. By having current information, your firm will be more likely to rank on search engines, increasing visibility and attracting more organic traffic to the site.   

3. Clear differentiators in your practice area pages

Each practice area page should showcase your law firm’s unique value proposition and differentiators within the fields of law you practice. This can be achieved in numerous ways, from highlighting successful cases or outcomes to showcasing testimonials from satisfied clients. It’s also important to include any specialized expertise or certifications held by the attorneys.  

But don’t just focus on your bonafides. Your differentiators should also include how you practice law. How do you work with clients to ensure they obtain the best results possible? What ways do you deliver exceptional client service?  

This information matters greatly to your potential clients. By clearly showcasing your differentiators, you can set your firm apart from competitors and attract potential clients who are looking for the kind of services you provide. 

4. SEO strategies that drive traffic to your site

When you build your website, it’s important that it incorporates search engine optimization (SEO) best practices to improve search engine rankings. This means factoring SEO into:  

• Technical aspects of your site, such as website speed, mobile-friendliness, secure connections (HTTPS), and proper use of structured data 
• On-page strategies, such as title tags, meta descriptions, headers, and incorporating relevant keywords 
• Off-page sites to gather backlinks and enhance your site’s reputation 

Search engines regularly update their algorithms and policies, so keeping abreast of these changes and adapting content strategy accordingly is important.  

5. Positive user experience

No matter how well you implement any one of the elements above, if your overall website delivers a frustrating user experience (UX), it won’t keep visitors on the page.  

UX is a multifaceted area of web design, but it can be distilled down to a few elements: 

• Navigation and architecture: Are pages structured in a logical way? Can a visitor find their way around your site with minimal frustration?  
• Accessibility: Does your site follow web accessibility guidelines so it is usable by individuals with disabilities?  
• Mobile responsiveness: Can your site be used across all devices without impacting the experience or performance?   
• Performance: Does your site load quickly? Do you provide sufficient security measures?  

6. Maintain your site

Periodically monitor website performance and make improvements as needed. When search engines change their rules and ranking systems, ensure that you create content that works with the new guidelines. Keeping your search engine ranking high is important; many people don’t click past the first page of search results.