Kelian Lalloué
In this article:
A lawyer landing page that brings in up to 50 qualified cases a month follows a fixed order: a hero with a problem headline, two calls to action, and trust signals above the fold, then case results, the firm in figures, practice areas, reviews, a map with a short form, and an FAQ.
We have tested this structure with more than 30 law firms. It works for a homepage and for a dedicated landing page for lawyers that receives paid clicks. For the rest of the site, see our guides to law firm website design and law firm website structure.
Section 1: A hero with a problem headline and two calls to action
The hero is the first thing visitors see. It has to grab their attention in under 3 seconds (yes, it is that fast). Miss that moment and it is like walking into court without a case file.
What the hero needs
- A problem headline: in one sentence, visitors must understand that you are the lawyer they need. Name their problem, not your firm: "Hurt in a truck accident in Houston? Talk to a lawyer before you sign anything with the insurer."
- An engaging image: a real photo of you at work, not a stock image.
Trust signals above the fold
Before any scrolling, show your proof: your Google rating and number of reviews, years in practice, bar admissions, and press mentions. We all trust someone we have already seen somewhere. More ideas in our best law firm websites selection.
Two calls to action, and nothing else
Give visitors two buttons: call the firm or request a consultation. Everyone else scrolls on, and either way, you win. On an attorney landing page that receives ad clicks, remove the main menu.
Section 2: Case results and matters handled
Now that they are hooked, convince them with concrete results.
A law firm landing page example
A typical US example: "We won $10.9 million in an accident case." It works because it is concrete, and visitors think: "This is the lawyer I want to work with." Test it on your own page.
Results within your state's rules
Past results are allowed with enough context that readers do not expect the same outcome. Many firms add "Prior results do not guarantee a similar outcome," and several states require such a disclaimer. See our guide to lawyer advertising rules.
Section 3: The firm in photos and figures
A professional photo helps (a lot), so invest in a photo shoot. If your firm has several partners, introduce them too: it makes the page more personal.
Key figures visitors remember
Add a few key figures: cases handled, amounts recovered for clients, years in practice. Visitors love numbers.
Figures you can prove
Under Rule 7.1, an unprovable "100% success rate" is misleading, and Florida calls "over 20 years' experience" misleading when it sums up the whole firm's years.
Section 4: Practice areas at a glance
Nobody wants to read long, dull paragraphs about your services. Use icons and short phrases instead.
Icons and short phrases
For a family law firm, for example:
- House icon = Property division
- Contract icon = Divorce
- Smiling face icon = Child custody
The 15-second test
Visitors should understand what you offer within 15 seconds. On your main site, each icon can then lead to one of your practice area pages.
Section 5: Reviews and social proof
Show your client reviews, media mentions, and anything that proves you are a pro. A criminal defense lawyer who studied at Harvard? Put it front and center.
Reviews within your state bar's rules
Most states allow client testimonials that are truthful and not misleading. Some add conditions: Florida requires a disclaimer and bars testimonials given for anything of value. Get each client's consent first.
The number that always works
You can always show the total number of Google reviews and your average rating, linked to the source. In our experience, it makes the difference.
Section 6: A map and a short contact form
Finally, show where you are and make the first contact effortless.
A map of your office
An interactive map is simple but very effective: people want to know where you are before they book. Use the same address as your Google Business Profile.
A form that is easy to fill out
Ask for a name, a phone number, and the subject of the request, nothing more. Warn visitors not to send confidential details yet, and state that contacting the firm does not create an attorney-client relationship. The footer names a responsible lawyer, as ABA Model Rule 7.2(d) requires.
Bonus: an FAQ that answers just enough
Answer the most frequent questions without saying too much, but enough for visitors to feel they have found the right person.
Mobile and speed: a sticky call button and a fast page
In many practice areas, most visits come from a phone, so every section above must work on a small screen first.
A sticky call button on mobile
A click-to-call button that stays visible as visitors scroll is the most effective contact feature for most consumer practices. Someone has to pick up, though: Clio's 2019 Legal Trends Report found that 27% of the firms it phoned could not be reached. See our guide to client intake automation.
Main content in 2.5 seconds
Show the main content within 2.5 seconds, Google's Core Web Vitals threshold. Compress images, limit scripts and pop-ups, and test the page in PageSpeed Insights.
What to measure on a law firm landing page
Calls, forms, and bookings
Track every call, form, and booking, with a minimum call duration so a 10-second wrong number does not count. In the accounts we manage, a good landing page converts 5% to 10% of clicks into calls or forms.
Cost per signed case
Link each lead to the signed engagement letter to know your cost per lead and, above all, your cost per signed case. Then A/B test the headline first. Our guides to Google Ads for law firms and law firm lead generation explain the setup.
Turn your landing page into signed cases
These six sections, plus the bonus, are at the heart of how Hendy turns visitors into clients. You have better things to do than learn the mechanics of marketing, and that is where we come in.
Solo lawyer
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Small law firm
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Large law firm
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Frequently asked questions
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A page built on the structure in this article can bring in up to 50 qualified cases a month. We have tested it with more than 30 law firms. The real number depends on the quality of the traffic you send to the page, from SEO or paid search, and on how well the page turns visitors into calls and forms.
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