How to Build & Optimize a Website for a General Practice Law Firm: Lead Generating Website

How do you build and optimize a website for a multi-service business that will get clients?

Now that you’ve weeded out the window shoppers and effectively targeted the right clients by driving them to your website, you need to get them to contact you, through email or phone.

To optimize any multi-service business for conversion, your website needs to immediately and clearly define:



Your website should feature your name prominently, in a banner accompanied by photos with your unique branding and logo.


Who are the attorneys of this firm?

Photos will tell them. Including a firm photo or, at the minimum, individual attorney photos, allows a potential client to better connect with you. Potential clients want a personal connection to the person they are hiring, and no photo or an out-of-date photo doesn’t allow this to happen. Photos help establish trust. A prospective client is less inclined to trust you when your photos don’t accurately represent you. To accurately, define who represents each facet of your business or who is representing each practice area, add photos next to the bios of individual attorneys with their list of practice areas.


Individual and specific defined practice areas:

Describe your service areas and practice areas so that those peeking in your business window know what you do and what you can offer them. Remember, strong prospects are coming to your site already knowing what type of legal help they need. If your areas of practice aren’t clearly listed, those prospects will leave your site. If you have an individual well-optimized divorce page covering all the types of divorce cases you handle, chances are that you just got through the second hurdle of online conversion in the online purchasing funnel. At this point, you lose your window shoppers! Now that they know exactly what you have, they’re moving on. If you however send a searcher to the homepage where divorce is one of many topics including personal injury, real estate, bankruptcy, etc., you will not convert as high. General practice law firms always ask how to get clients as a lawyer of a multi-service firm. Multi-service business need to clearly define and thoroughly detail their offerings for each service and lawyers should clearly define each practice area on a unique practice area page. Otherwise, they will lose their searcher with a diluted and much generalized overview of non-relevant practice area information. Make sure ALL of your individual AOP pages has its own dedicated page covering your case types and service areas. Your biography and AOP pages are the main pages a prospective client will view. If they aren’t clearly defined or they’re not robust, visitors won’t know that you’re right for them, and they’ll leave your site.

Meta Tags:

All of your individual pages need to have a unique meta title and description tag. Title tags are part of the meta data that summarizes your page content. They are important because they affect how Google indexes your site. The more closely they match your content and topics people search, the more weight they carry on search engines. The need to be very specific to your unique detailed practice areas pages to foster conversion. General practice firms should NOT have a title tag that says “New Jersey Divorce, Real Estate and Personal Injury Lawyers”. It is diluted and it does not target what the searcher is looking for. How many times have you needed a divorce, personal injury and real estate lawyer and resolutely searched for a divorce, personal injury and real estate lawyer on Google?Meta tags need to match search intent and page content so be as specific as the search in tags and content.


Directions & Contact Us page:

Make sure your location is apparent. A clear directions page as well as name and address in the header and footer are important. If potential clients can’t figure out how close your law firm is to them, they’ll leave your site. Your contact page also needs to be just as clear so people know how to reach you. A prospective or current client shouldn’t have to search your site to figure out how to contact you. This information needs to be easily accessible on all pages and all devices.

Quick contact forms:

A contact form should be visible on ALL pages and ALL devices.You should have the phone number in the header and footer and on the dedicated contact us page. Of course, your website contact form needs to be responsive. A responsive website works on all devices — PC, mobile and tablet. It’s been estimated that global smartphone use will reach 2 billion in 2016; since 44% of people who search online for an attorney do so with a mobile device, you could miss out on lots of potential clients. If you have clients pinching and squeezing a screen to view your website on their phone, there goes your lead…off to the next window. If you lack an accessible and responsive directions page, it will be difficult for clients to see if you are close enough to them. If they don’t know where you are or how to reach you, don’t expect them to call you.



Your tagline should appear in the top section of your site, defining why people should hire you. Taglines are an integral part of a strong messaging strategy. They show your target audience what your competitive edge is — how it sets you apart from the law firm down the street.


Your site should also reinforce the collective years of experience across all members of the firm, across all business locations.

Attorney biographies:

Strong attorney biographies that feature full resumes on areas of law, accolades and awards, and education help potential clients see why they should choose you. Ratings and awards from third parties validate what you say about yourself and your firm. After location, credibility is among the three most important items to consumers when choosing an attorney or law firm to work with (source: LawyerMarketing 2016) Experience in relation to each individual practice area and attorney bio is critical for supporting why a potential client should hire this specific lawyer they are looking at. They quickly understand they represent their individual need by seeing their list of practice areas but even more so, they see their experience in that space.

You’re not on the hunt for window shoppers, why target them?

Focus on niches to create your marketing plan. If you want divorce clients, optimize for “divorce attorney.” If you’re a general practice law firm, optimize for the different areas that potential clients need, such as “divorce lawyer,” “real estate lawyer,” “bankruptcy lawyer,” and so on.

Build your lead generating website and concentrate your optimization efforts on these individual niches. In conjunction, ensure your content answers the 4W’s to help get more attorney leads:

  1. What
  2. Who
  3. Where
  4. Why

Audit Your Site Now for Conversion

If you want to assess opportunities to improve your lead generating website and get more attorney leads, use our Website Content Checklist now:

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