How to Maximize Conversions for Attorneys’ Websites?

Setting up a new site for a law practice? Here are the key features to maximize conversions for attorneys’ websites for solid business leads out of the gate.

How to Maximize Conversions for Attorneys' Websites

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Traditionally, attorneys built their businesses primarily by word of mouth. While WOM marketing is still very essential in building a strong business, law firms today must be found online. Obviously, to do this, a website is required. There is no shortage of turn-key templates for attorneys to get up and running, but at what cost? 

No, I don’t mean the hard cost of the site itself, I mean to the detriment of your ongoing business.

  • 70% of law firms have landed new cases through their website (Law Technology Today, 2019).
  • 40% of small law firms do not have websites (ABA, 2019).
  • 35% of small firms that have websites have not updated them in the last three years (Atastic).
  • 65% of law firms spend most of their marketing budget on online marketing (Clio, 2020).

The statistics above clearly show just how important an online presence is for a new practice. More importantly, is to note that most firms allocate the bulk of their advertising budget online. This makes it absolutely essential to maximize conversions for attorneys websites, that is if you want your advertising dollars to actually matter.


As a field, digital advertising is expected to surpass one trillion billion U.S. dollars by 2027 alone, going to show how fast it’s growing. Web design is a major aspect of digital advertising that serves as a foundation for the field. By building an effective website, you can help your legal firm grow faster than you ever thought. 

In this post, we’re going to look at how you can maximize conversions with your law firm’s website.

What is Web Design?

First off, you don’t need to know the technical jargon.

A good website design for attorneys can help you build a better client base and attract more leads. However, not all law firm websites are created equal. Some are flashy and over the top, while others are streamlined and easy to navigate. The right lawyer website design is based on your firm’s unique goals and objectives, as well as the needs of your target audience.

Whether it’s through the text on your home page, in a banner or other graphics, or in a call-to-action, you should clearly and consistently convey the message that your lawyers are compassionate people who care about their clients.

Don’t underestimate the power of original, high-quality photos of your team members in their business attire and office environment. These images not only show off your team’s professionalism and confidence, but they also add a sense of warmth to your website that will help your visitors trust you more implicitly.


If you pick up anything from this article, let it be that website design for attorneys provides the right information to a potential customer and then gets that potential customer to call you in order to become an actual customer.


As a note, web design is not the same as web development. The latter refers to building the actual code that makes up the website, as well as how it functions, whereas web design focuses purely on the visual aspects. 

How Does Website Design Impact Conversion for Attorneys? 

Website design plays a major role in converting visitors into customers. In fact, those with a high conversation rate optimization see 8x more revenue than those with a low conversation rate optimization strategy. You will see many websites for law firms dozens of pages deep in content, but if your content isn’t driving your specific customer to contact you — it’s worthless. It’s far more important to have less of the right kind of content on your website than it is to pick up generic legal text from a service provider.

5 Key Benefits of an Attorney’s Website

Specifically, there are three primary benefits that a law firm can see by optimizing its web design.

Getting potential clients to call your law firm or schedule an initial consultation is the most important objective of any legal marketing campaign. You can achieve this through various channels like SEO, social media marketing, and PPC advertising.

Whether you are working on your own or for a massive organization, consider focusing on web design to see the following benefits: 

1. A Strong initial impression

The homepage of your website is the first thing that a person sees when they click on your page. To that end, a webpage that is designed to be aesthetically pleasing and simple will be the best way to entice that person to click through the rest of your site. Overloading a person with information right off the bat may overwhelm them and lead them away from your page. 


2. Access to Clients 

In studies, it’s been shown that digital marketing allows companies to reach 50% more customers than traditional marketing. If you build an effective marketing strategy that drives traffic to your website, yet have a poorly designed site, those 50% more potential customers will be going to waste. By focusing on both web design and web marketing, you will drive more traffic and increase your conversion rate as well. 


3. Trust and Reputation

In the legal world, reputation is everything. Before the rise of the Internet, referrals had to come by word of mouth. However, law firms can now design websites that educate readers, which helps a company establish itself as an authority in its field. This leads to a trusted reputation for legal services. 


How to Make Your Law Firms Website Convert Better

While it’s obvious that there are numerous benefits to designing a website that is both functional and aesthetically pleasing, actually getting that website built can be daunting.

One of the key challenges facing law firms is how to convert website traffic into paying clients. Lead conversion rates can vary widely, but there are certain things that you can do to increase the likelihood of turning visitors into leads.

First, use an effective lead conversion strategy. This involves identifying your target personas, creating content and messaging that resonates with them, and implementing an optimized conversion path.

To that end, use some of the following strategies to help with the process:

1. Contact Forms

You must be able to design contact forms that are likely to convert time and again and that won’t scare off your clients. These tips are all vital pointers to keep in mind when designing contact forms – follow them and you’ll create forms that customers might even enjoy filling out!


2. Testimonials

There is actual science behind building trust through what others think. One of the mechanisms behind the success of testimonials is that they show us how other people feel about your business.

When you showcase testimonials, you are letting people know that there are people who have collaborated with you.


3. Calls to Action

Whether you are using email, social media, video, or any other digital marketing strategy for your law firm, calls to action (CTAs) will help you convert your visitors into leads. Calls to action should be prominent, clear, and easy to find on your website.

A CTA can be any element on your website that encourages a potential client to take action, such as booking a consultation or downloading an ebook. This can include a button, text, or a combination of these elements.

Your call to action should be a short, simple statement that tells visitors what to do next. You should also make it clear how they can do that, such as by directing them to a contact form or sending them to your law firm’s client intake software to get in touch with you directly.


Continued Focus

This post provides the essentials on How to Maximize Conversions for Attorneys’ Websites.

Conversion rate optimization (CRO) is a critical part of your law firm’s digital marketing strategy. It helps you measure the success of your website, pay-per-click ads, and other online marketing strategies.

CRO involves making ongoing tweaks to your website so that more of your visitors convert into leads and clients. This will ultimately help you grow your law firm.

As digital marketing and advertising grow, law practices that don’t adopt these strategies will see their marketing campaigns falter. Avoid being edged out by the competition and invest in a website that is going to convert potential customers. Without a website designed for your specific customer, your ad campaigns will cost you dearly.