Landing pages for law firms
People searching for a lawyer are often stressed and in a hurry. A law firm landing page should answer three questions in seconds: do you handle my kind of case, can I trust you, and how do I talk to someone today?
Updated · By Monish Kumar, founder of SprintWebs
One practice area per page
Legal clicks are among the most expensive in search advertising, so every visitor should land on a page about their exact problem. A personal injury page, a divorce page and an immigration page each need their own headline, process and intake questions.
What a law firm landing page should include
- The practice area and location in the headline. "Car accident lawyers in Houston".
- A free consultation offer, and how quickly someone will respond.
- Credentials. Bar admissions, years in practice, memberships and the attorneys' names and photos.
- Proof within the rules. Client reviews and case results only where your jurisdiction allows them, with the disclaimers it requires.
- What happens next: the consultation process in three steps.
- A click-to-call button and a short intake form, both tracked as conversions.
Follow your bar's advertising rules
Lawyer advertising is regulated. In the US, state rules based on the ABA Model Rules of Professional Conduct (Rules 7.1 to 7.3) prohibit misleading statements, and many states require disclaimers on case results and testimonials (American Bar Association). In England and Wales, the SRA's Transparency Rules require price and service information for certain services. We build the page around the wording your firm approves.
Intake form fields
Name, phone, email, a short case description and one qualifying question (for example, date of the incident). Add a consent line for calls and texts. Avoid asking for sensitive details in the first form.
Frequently asked questions
Can a law firm landing page show case results?
Only where your bar's rules allow it, usually with a disclaimer that past results don't guarantee future outcomes. Your firm approves the wording.
Should we use a form or a phone number?
Both. Many legal clients prefer to call; others want to describe their case first. Track calls and form submissions as separate conversions.
Can each practice area have its own page?
Yes, and it should. Each page matches its own ads and keywords, which keeps the message relevant.