What should go on a law firm website? Start with pages that help the people you want to serve decide whether to contact you: a clear homepage, a page for each meaningful service, attorney biographies, and an easy way to reach the firm. Add answers to recurring client questions when they help someone understand a legal problem or prepare for a conversation. The right content plan depends on your practice, locations, intake capacity, and the pages you already have.
Before commissioning another batch of articles, ask what decision each page will help a visitor make and what your staff will do when that person calls. These nine questions turn “we need more content” into a plan your attorneys and marketing team can review together.
1. What should this page help the firm accomplish?
Give each page one primary job. A practice-area page might help a prospective client recognize that your firm handles their matter and take the next step. An article might answer a question your intake team hears every week. A referral page might explain which matters another attorney can send you. A biography can help a visitor decide which person they will speak with.
Write down the desired next action before drafting. It might be a call, a form inquiry, a referral, or simply a useful answer for an existing client. That choice determines the page’s information, links, and call to action. A page can have secondary benefits, but it is easier to judge when its main purpose is explicit.
2. Who needs the answer?
“Potential clients” is often too broad. A person comparing firms after a serious injury has different questions from someone checking whether a contract dispute is worth pursuing. Existing clients, referring lawyers, and journalists may need different pages again. Identify the reader’s situation, what they already know, and what would make them hesitant to contact you.
Ask the people who answer calls which questions recur, which inquiries the firm can help, and where callers arrive with the wrong expectations. Use those observations to make the content more precise. Do not promise that an article alone will turn every visitor into a qualified case.
3. Which kinds of pages does the website actually need?
Most firms need a small set of dependable page types before a large publishing program:
- Practice-area and service pages explain the matters the firm accepts, whom it helps, relevant location or jurisdiction, and how to get in touch. They should distinguish actual services rather than repeat near-identical copy for every keyword.
- Attorney and firm pages introduce the people who will do the work. State credentials, roles, admission or jurisdiction details where relevant, and the firm’s approach accurately. Verify any award, result, testimonial, or representative matter before publishing it.
- Helpful legal articles answer a distinct question in the firm’s area of work. They should explain the issue, the limits of a general answer, and when a reader may need advice about their own facts.
- Proof and practical information can include appropriately approved case stories, client reviews, office details, fees or process explanations, and referral information. Choose what helps this firm’s visitors make an informed decision.
A new firm might first fix thin service pages and missing biographies. A firm with those foundations may gain more from updating an existing article or documenting a recurring client question. Our legal content writing service describes the writing and editorial work for firms that want help producing these pages.
4. How will the right reader find the page?
Search is one route, but not the only one. An intake specialist can send a useful explanation after a call; an attorney can share it with a referral partner; an email can surface it for existing clients. If organic search matters, review the terms people actually use and the kind of page those searches call for. A “hire a lawyer” search and a “what happens next” question may need different answers.
Give the page a clear place in your site navigation or link to it from a related page. Publishing alone does not make a page discoverable. Decide who will share it and which existing pages should point to it.
5. Should you write a new page or improve one you have?
Review the current site before adding a URL. If an existing page serves the same reader and question, update it with a clearer answer, current legal review, and a useful next step. Create a separate page when the audience, service, location, or reader task is genuinely different. For example, a practice-area page explaining representation and an article explaining a common legal question can support each other without saying the same thing.
Keep a simple inventory: URL, purpose, owner, last legal review, and the question the page answers. This makes it easier to spot outdated claims, duplicated coverage, and gaps. If you need to decide how related articles fit together, see our guide to topic and keyword clusters.
6. What would count as a useful result?
Set a measure that matches the page’s job. For a service page, review relevant inquiries, consultations, and signed matters separately. For an article, look at relevant search queries, visits from people in the intended market, movement to a service page, and any inquiries you can reliably connect to that visit. A client-help page may be useful even if it brings no search traffic.
Search Console can show search impressions and clicks; analytics can show visits and configured events; your intake or CRM records can show what happened after contact. Those tools do not automatically identify a qualified case or prove that one article caused a signed matter. Agree on how staff will label inquiries and which outcomes can be attributed before using a traffic chart as a verdict.
7. Where should each piece live on the site?
Put information where a visitor would expect to find it. Representation details belong on the relevant service page. Attorney experience belongs on a biography. A narrow legal question can become an article linked from the service page when it needs a fuller answer. Use descriptive links between related pages so someone can continue without starting over.
Consider a question about a third DUI charge. A page about the firm’s DUI representation should tell the reader whether the firm handles that matter and how to contact it. A separate explanation of potential penalties may make sense if it can answer a distinct question accurately for the relevant jurisdiction. The choice depends on the existing pages and the firm’s legal review, not on a fixed target number of URLs.
8. What will make the content credible and usable?
Accuracy comes first. Have an appropriate attorney review legal statements, jurisdictional limits, results, and examples. Make it clear when an answer depends on the reader’s facts. Show who is responsible for the content and provide a practical route to the firm. Write headings that let someone scan to their question, and use plain language without hiding necessary legal distinctions.
Photos, diagrams, and video can help when they explain the firm, a process, or a decision. They should be genuine, current, accessible, and worth the visitor’s time. A screen capture of a search result is a dated observation, not enduring proof that a page ranks or converts. Review the page on a phone as well as a desktop, especially its contact path. If the site design itself gets in the way, our law firm website design service explains that separate work.
9. Who will keep the page current?
Assign an attorney or subject-matter reviewer and a person who can edit the site. Revisit a page when the law, firm, staff, service, or client questions change. Also review pages that draw the wrong inquiries, leave common questions unanswered, or create work for intake without helping the firm’s goals.
Start with a manageable plan: list the pages you already have, identify the most important missing or weak answer, name its reader and desired next step, and assign a reviewer. Then publish, share, and learn from the inquiries and questions that follow. If you want help prioritizing and producing that plan, explore a partnership with Juris Digital.
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