Most law firm websites have dozens of pages. Blog posts, practice area breakdowns, resource guides, team bios—it can add up fast. But when it comes to generating leads, only a handful of pages actually move the needle.
If you want your website to help convert visitors into leads, you need to get these three pages right. They’re the ones most visitors will see before deciding to contact you. If these pages don’t work well, the rest of your content won’t matter.
1. The Homepage
The homepage is your first impression. Most people who land here are trying to figure out if you’re the right fit. They’re looking for confirmation that you handle their type of issue, that you seem credible, and that getting in touch will be easy.
Your homepage should answer three questions immediately:
- What do you do?
- Who do you help?
- What should I do next?
If a visitor can’t answer those questions within a few seconds, they’ll probably leave. Keep the language clear and direct. Include a visible call to action like “Schedule a Consultation” or “Contact Us Today.”
2. The About Page
The About page is more important than most firms realize. This is where visitors decide if they feel comfortable with you. People don’t hire a website, they hire a person.
Your About page should show who you are, what you care about, and why someone should trust you. This isn’t just a place for your resume or credentials. Talk about how you work with clients, your values, or your approach to solving problems.
Adding a good photo of yourself or your team also helps. People like seeing who they’re about to call.
3. The Contact Page
If someone lands on your Contact page, they’re already interested. Don’t make it harder than it needs to be.
Keep your contact form short—name, email, phone, and a brief message field. Add alternative ways to reach you, like a phone number or email. Include your office location if it matters to your practice.
A good Contact page removes friction. The easier it is to reach you, the more likely a visitor will follow through.
Bonus: Make Sure Your Site is Mobile-Friendly
It’s not a specific page, but it’s critical. If your site is hard to use on a phone, people will bail before they even get to these pages.
Make sure everything, especially your homepage, About page, and Contact page, loads quickly, looks good, and is easy to read on mobile devices.
Focus on What Moves People to Contact You
You can have a beautiful website with lots of content, but if these three pages don’t work well, you’re losing leads. Make sure your homepage, About page, and Contact page clearly guide visitors to take the next step.
If you’re not getting the inquiries you want, start by reviewing these pages. A few small tweaks could make a big difference in how many leads come through your site.