What Do Potential Clients Look For When Visiting a Law Firm’s Website?

Taking time to understand what people are looking for when they visit your website and using this information to appeal more directly to user concerns can go a long way in attracting more clients and growing your law practice. Here’s how to get started.

As a law firm, your clients are your top priority. Carving out time to update your website or assess your digital marketing strategy can be difficult, as there are usually more pressing matters demanding your attention. However, taking some time to understand what people are looking for when they visit your website and using this information to appeal more directly to user concerns can go a long way in attracting more clients and growing your law practice. Below is a brief overview of the importance of maintaining a relevant and user-friendly website and some strategies for improving your website to engage more clients.

The Client Journey Starts With a Search

Many people are not actively looking for an attorney when they have a legal question. They typically start by searching for information about a legal issue by putting search terms into a search engine, like Google. Within seconds, the search engine algorithm presents them with the most relevant sites that contain information about their question or search terms. This algorithm also factors in location, especially for mobile searches. Most people do not go beyond the first page of the search results, so law firm websites that anticipate and address common user searches are more likely to appear higher among the search results. According to data from 2021, organic searches contributed to 46.5 percent of legal website traffic, while local searches contributed to 22.6 of website traffic. By tailoring your law firm’s website to match common client questions, the search engine algorithm will begin to rank your website higher—especially among local searches.

Website Must-Haves For Law Firms

Making sure the content on your website is search engine friendly is the first step in driving more traffic to your site. Next, it’s important to understand what potential clients are looking for when they land on your site. Here are just a few of the qualities and features potential clients appreciate when evaluating a law firm’s website.

Relevant and Trustworthy Content

Law firm websites tend to be full of information that appeals to search engines, but potential clients prefer clean, straightforward content that makes them feel supported. Legal websites that strike a balance between an informational and conversational tone tend to do well with meeting potential clients where they are. Searchers want quick, accurate answers to their legal questions, and they want to feel as if the attorneys genuinely care about serving their clients. Think about your clients’ emotional states when they come across your website; someone struggling with a child custody matter will appreciate a compassionate tone, while someone whose civil rights have been violated may gravitate toward a firm that sounds powerful and invested in obtaining justice on their clients’ behalf.

Visually Appealing Layout

In today’s online world, simply having an active website is not enough. People searching for legal services in their area will come across multiple options—so how can you set your firm apart from these other law practices? When it comes to website design, layout matters. Potential clients will form an immediate impression of your law firm as soon as they land on your site, so it’s essential to appeal to their aesthetic preferences as much as possible. People generally prefer sites with short bursts of content and plenty of well-placed blank space over websites crowded with dense paragraphs. Consider your color scheme as well—many legal clients gravitate towards websites with soothing colors and click away from cluttered, loud-seeming color schemes and backgrounds. Consider how your website’s visuals reinforce your content and values, as your clients will appreciate—consciously or not—the balanced and harmonious intersection between the content, tone, and look of your website.

Intuitive Website Navigation

When a potential client lands on your website, make sure that all navigation menus are visible and intuitive to use. If someone has to look too hard to find the menu or gets lost trying to find your contact form, they may leave your website in favor of another firm with a more accessible website. When building the website, consider the client experience and think about the ways you can make the navigation tools as streamlined and efficient as possible. You should also be sure to include contact information or buttons on every page, making it more convenient for your visitors to contact you right then and there.

Your Website Communicates Who You Are

By now, almost all law practices have websites advertising their services. However, the firms that invest in a user-friendly, responsive website often see a considerably higher conversion rate, as people searching for legal services gravitate toward these intuitive and accessible websites. It’s helpful to think of your website as a reflection of who you are as an attorney. For many people, your website forms their initial impression of your firm—if your website can inspire trust right away, you’ll probably experience an uptick in client calls. It’s time to set aside some time to take your website to the next level, allowing you to set your services apart from similar firms out there.


Discuss your law firm’s digital marketing goals today by calling LegalRev at (800) 893-2590.

June 3, 2022