UPDATED FOR 2025

The top search engine in the world is Google. For your law firm’s website to position itself as a credible source of information and authority, there are certain pages you must have. While the SEO world has changed a bit since we originally published this page, the fundamentals are still the same. Your law firm SEO content game must stay strong, and it begins with understanding what types of pages you need.

Make sure you work with a marketing or content team that understands law firms.

1. Your Homepage: The Traffic Controller of Your Website

Your homepage serves as a directory of your firm, attorneys, and services. Just as traffic controllers direct motorists through intersections, your homepage directs visitors to the information they need.

A website is designed to convert visitors into clients. The average user is not sitting at their desk dutifully researching legal help. It is far more likely they are simultaneously scrolling on their mobile phones, watching Netflix, and browsing their social media pages. Your homepage must be able to provide enough easy-to-digest information that is relevant to the user to capture their attention. 

According to a recent study:

  • 71% multitask by watching television and using social media
  • 63% of employees use their mobile phones while working
  • 54% of adults simultaneously watch TV and shop online 

Since mobile phones became a part of every household, the adult attention span has decreased by 25%. Today, the average human has an attention span of only 8.25 seconds. To prevent visitors from jumping off your homepage, i.e., avoid a low bounce rate, it must load quickly and clearly show the information your readers need. 

2. Practice Area Pages: A Detailed Menu of Your Services

Law firm practice area pages tell visitors what services you offer. Think of these as your product descriptions with readers who really need your help. The average person knows very little about the legal world. Your practice area pages define how your firm can make a difference in the readers’ lives. 

Your law firm practice area pages are the backbone of your website. They’ll form the branches of everything else you do.

For a personal injury lawyer, your main page should, obviously, be your main location’s personal injury page, i.e., Charleston, SC Personal Injury Lawyer. But you’ll also likely want a page for all of the main types of injuries you handle:

  • Charleston Slip and Fall Lawyer
  • Charleston Truck Accident Lawyer
  • Charleston Car Accident Lawyer
  • Charleston Motorcycle Accident Lawyer

The list goes on. Your main pages are your first priority. Then you can branch out.

3. Sub-Practice Area Pages: Increase Your SEO and Focus Your Pages 

Sub-practice area pages give your site more opportunities to earn higher rankings on Google and focus on the services you offer. For example, suppose you are a personal injury lawyer. You create practice pages that best reflect the largest percentage of your business, including general personal injury, car accident claims, and slip and fall injuries.

How can you get your phone to ring? How can you expand a little bit?

Create pages that focus on your services. In addition to “Car Accident Attorney,” produce “Truck Accident Lawyer” and “Motorcycle Accident Attorney.” Instead of having only a “Slip and Fall Lawyer” page, turn it into a sub-category of a premises liability page. Then add sub-practice area pages like “Negligent Security” for “Occupational Falls.” 

But your real SEO gold happens when you start building out to other locations around you. Charleston may be your main location, but what about the towns around Charleston (or your area)? North Charleston, Mt. Pleasant, Folly Beach, and all of the others. 

You can cast your net wider as you grow, but it takes new pages. You have to craft geo-specific practice area pages for all of these separate locations. No, every location doesn’t need a whole website, but you can craft similar pages for the other areas. Please note that you CANNOT simply copy and paste what you wrote for your main location pages. This’ll get you in the penalty box with Google, and you’ll struggle to get out. 

Whether you have a personal injury practice or a criminal defense law firm, sub-pages can expand on your services and increase your Google rankings. The Google algo depends on the following factors:

  • Keywords and keyword phrases that appear organically in the text
  • Strategic use of headers to make a page easier to scan for pertinent information
  • Relevant internal and external links that will increase your site’s authority in the field
  • Continuous fresh content that can be frequently indexed

Using sub-practice area pages to dive deeper into your legal services creates more opportunities to utilize the above SEO elements. 

4 and 5. “About Us” Law Firm Website Pages: Why Choose Us and Our Team

Who are you, and why should we care? 

Today’s legal market is highly competitive. If you have successfully kept a visitor on your site long enough to see your list of services, they’ll likely want to get a feel of who you are as a firm before requesting a consultation. It’s okay to have law firm website pages that talk about you. In fact, your law firm “About Us” and attorney bio pages are crucial selling points. 

Why Choose Us?

While practice area pages are essential to connecting prospects with the services you provide, demonstrating how your firm differs from the competition is critical to converting visitors into clients. 

A “Why Choose Us” page can highlight your firm’s best attributes and showcases your awards and recognitions. Consider what makes your legal practice unique.

Do you offer boutique-style service? Are you family-owned? 

Think about the significant honors your firm has achieved.

Have members on your legal team been recognized by Super Lawyers or AV Preeminent? Does your firm have a long history in the area? Have you won cases that effectively helped create or change a law?

Meet Our Team

Potential clients want to know who will represent their case.

Will they advocate for my best interests? How long have they practiced? What is their education? What have they accomplished as attorneys?

Having a page dedicated to attorney biographies or profiles increases your legal team’s credibility and your law firm website’s authority. Prospects may be impressed with your firm and its achievements. However, seeing professional pictures of your team members and reading about their individual experiences can help visitors connect to your team. It is also critical to increasing your visitors-to-clients conversion rate. 

6. Review Page: Testimonials from Clients

What do your clients think of you? What do they think of your services? 

Potential clients are looking up your reviews on Google and LinkedIn. Help your firm’s credibility by putting testimonials from past clients on your site. Create a dedicated page that showcases how your firm has helped people and what prospective clients can expect from retaining your services.

According to data collected from Statista, website visitors expect a significant number of reviews when evaluating products and services:

  • Prospective clients expect an average of 112 reviews per product or service
  • 62% of visitors read reviews before choosing a service
  • The most important factor when evaluating a business is its overall star rating

Don’t be afraid to reach out and ask for a review from past clients. Your firm has cultivated a valuable attorney-client relationship. Make writing a testimonial a great way to button up the end of your journey together. 

Reviews and testimonials give your law firm online validation and increase credibility in the eyes of prospective clients. 

7. Results Page: Can You Win My Case? 

Potential clients want to see what your firm has done for other people in similar circumstances. 

What kind of success have you had in your field? Do you have any high-dollar settlements? Have you defended any high-profile cases?

Confidentiality is essential in the legal world. When describing a case, use vague references and focus on the facts. If your settlement involves a high number, but your client is bound by a non-disclosure agreement (NDA), it is ok to say as much on your page. 

Prospective clients want to know that they will be represented by a winning law firm. Seek out permission to disclose as many verdicts and settlements as possible. 

8. Blog and News Source: Why It’s Crucial to Have Continuously Fresh Content

Google’s search engines are constantly looking for new information. You can build an amazing law firm website with all the bells and whistles. However, if you do not update or add to your site on a continuous basis, it will be in danger of becoming obsolete. 

Consider a classroom full of students. A teacher will view students who frequently participate in class as smart and hard-working. The student who never raises their hand but shows up every day may be just as bright but will not receive the same recognition.

Your website works similarly. Having a blog or a page dedicated to news about the firm is an excellent vehicle for continuously adding fresh content. 

9. FAQs Page: A Must-Have for Getting Your Readers Down the Funnel

Having law firm frequently asked questions pages (FAQs):

  • Quickly answers common questions to capture a visitor’s attention
  • Gives you incredible internal linking opportunities to increase your website’s strength

We’re not talking about having an FAQ page about your firm and processes, though that would be great for you to have. You’ll also want FAQ pages for all of the most common questions your audience has. This could lead to dozens of FAQ pages. For example, someone looking for help after a dog bite may have several questions:

  • How long will it take to get a settlement?
  • Do I have to go to court for a dog bite?
  • Should I go to the doctor or hospital now?
  • What if the dog’s owner was a friend or family member?

There are various ways to see what your readers want to know. The good news is that Google provides a bunch of this information for you, as do your competitors’ websites. 

FAQs are excellent ways to increase the amount of law firm website pages you have in a way that benefits the readers, thereby increasing your credibility (if the pages are well-written).

10. Contact Us Page: Request a Consultation with Us Today

Every page on your law firm’s website should have a call to action (CTA) that links to your Contact Us page. When a potential client has decided to reach out to your firm for a consultation, having a mobile-friendly link to call your firm or fill out a Consult Request Form is one of the most important features of any website. 

Without a clear CTA link, a prospect may move on to the next law firm’s website. Generally, visitors are media-multitasking when on your website, i.e., switching between apps on their mobile devices while on their tablet or watching TV. Telling a visitor what action to take next, e.g., click here, call now, substantially increases your visitor-to-client conversion rate. 

Blue Seven Content is Ready to Enhance Your Law Firm Website Pages

Content is king in the world of Google and other search engines. Good content, that is.

Carefully crafting well-researched, quality law firm website pages is as important, if not more so, than the format and design of your website. 

At Blue Seven Content, we have years of experience creating SEO-rich content specific for law firms. Our dedicated team of writers all have bachelor’s degrees or higher. Many have pursued careers in the legal field.  

After years of school and service to clients, you deserve time to focus on your law firm. Let our experts work for you. We’ll keep the phone ringing. 

Contact Founders Allen Watson and Victoria Lozano today by phone or email to learn more about our tailor-made legal content pages. 

Written by Morgan Sprinkle – Blue Seven Content Coordinator

Refreshed by Allen Watson – Founder & CEO of Blue Seven Content

Published by Blue Seven Content

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