8 Tips to turn your law firm's website into a client acquisition machine

Anthony Mastrangelo

Are you happy with the number of clients your law firm is currently acquiring? If not, don't worry – you're not alone. Most law firms would like to see their client base grow, but they often struggle to figure out how to make that happen. One of the best ways to turn things around is by optimizing your website for client acquisition. In this blog post, we'll discuss 11 tips that will help you do just that!

1: Design is extremely important.

First impressions are everything. In today's tech-driven world, potential clients will often form their opinion of your law firm based on your website's design before they even read a word of content. That's why it's so important to make sure that your site is well-designed and professional-looking. If it isn't, you're likely losing out on a lot of potential business.

It's important to recognize that great design isn't only about appearance. Professional web designers know how to develop a website in a way that will improve conversions. These design choices are supported by data and implemented strategies to provide your website users with the greatest possible experience on your site, resulting in an improved overall conversion rate.

Lasty, ensuring your website design is optimized for mobile devices is absolutely critical. Mobile users make up over 80% of website traffic, so if your site isn't mobile-friendly, you're losing out on a major opportunity.

2: Invest in great photography.

This tip complements the previous one about design. The quality of your website design is largely influenced by the use of photographs. Avoid cheesy or out-of-date stock images. It might take a little longer and cost more to find higher-quality images, but in the end, it's worth it. Here are some websites to find stock photography for your site:

It's also a great idea to invest in professional photos of you and your team. Your visitors want to see who they'll be working with, and high-quality photos of your firm will help build trust. We would advise you to hire a local photographer to capture team shots, headshots for each attorney, and perhaps some candid pictures as well.

Keep in mind that high-end photography is a great investment not only for your website, but for your overall brand as well. Photography can be re-purposed for social media posts and other digital marketing collateral. Posting these pictures on your social media and your website will help you build a cohesive branded look for your firm.

3: Have clear call to actions.

It should be simple and quick to contact you - regardless of which page your website visitor is on. We recommend having your phone number and a "contact" button present in your navigation. This will help ensure there is a simple contact solution on every page. It's also a great idea to have contact forms on numerous pages as well. Providing forms allow the visitor to provide you with their information so you can reach out to them. The less steps it takes for someone to be able to get in touch the better your conversions will be.

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4: Use live chat to your advantage.

Live chat has become more and more popular in recent years, and for good reason. It provides website visitors with an easy way to get answers to their questions in real-time. This is a great opportunity to engage potential clients and help them feel comfortable working with your law firm. It's important to never miss an opportunity to help a potential client. Having a chat bot readily available, with someone there to answer their questions can be a game-changer when trying to convert visitors into qualified leads.

5: Blogging is essential.

Blogging is one of the most effective approaches to increase your brand's authority and trust, allowing you to begin generating leads. Consistently publishing content is a great way to attract eyeballs to your website and give people a reason to keep coming back.

Additionally, blogging allows you to target specific keywords that potential clients might be searching for. This will help your website rank higher in search engine results pages, making it more likely that people will find you when they need legal assistance. This can be a complex topic, with many different strategies attorneys can use to leverage a blog to generate leads. We will be publishing many articles to help attorneys better understand the power of blogging in the future.

6: Showcase testimonials.

Showcasing customer success stories is a quick and easy approach to gaining consumer trust. When potential customers see that you have helped others with their problems, they will be more inclined to contact you for help.

You can use testimonials on your website in a variety of ways. One solution is to set up a specific page where you showcase all of your testimonials. It's possible that additional testimonial areas would be useful on other pages to remind consumers about your expertise.

Integrating Google reviews is a fantastic approach to ensure that your consumers are confident in the legitimacy of your testimonials. This will boost your website's conversion rate if you have a lot of five-star reviews.

7: Publish case studies.

Sharing case studies on your website is another effective way to market your law practice. Similarly to testimonials, case studies provide social proof that you have the experience and expertise to handle similar cases. When you're writing case studies, make sure to focus on the results that you achieved for your client. This will be the most persuasive part of your case study for potential clients. It may also help to organize or categorize these case studies so that website visitors can easily find case results that may pertain to their specific situation.

8: Use analytics to learn how your website is performing.

There are many great website analytics tools out there, such as Google Analytics. These tools will give you insights into how people are finding your website, what pages they're looking at, how long they're staying on your site, and more. This information can be invaluable in helping you to fine-tune your website and make it more effective at generating leads. You don't need to be a master at these tools, but having a basic understand of how your website is performing can help you make better decisions when it comes to your website content. Youtube has plenty of simplified tutorials that can help you get running fast.


Paying close attention to these 8 tips will bring dramatic results in the number of leads your website generates. If you're not already doing these things, now is the time to start.

If you're looking for a website solution with these tips built-in, we would be happy to chat with you about how our lawyer websites can help. We specialize in building websites for attorneys and firms of all sizes! Just schedule a demo here

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