In the nearly 15 years that Lexicon Legal Content has been creating attorney website content, we’ve seen the industry change dramatically. We’ve seen content trends come and go – and then come back again. Some of the more robust trends we’ve experienced include the following:
- The content length pendulum (2011-2024): From 500-word law firm blogs and pages in the early days to 5,000+ word guides more recently, we’re now returning to focused content that answers questions efficiently – while still maintaining depth.
- The keyword optimization cycle (2010-2024): From keyword density to natural language, now back to strategic keyword implementation balanced with user value
- Authority building tactics (2018-2024): Evolving from guest posts to backlink campaigns, now emphasizing demonstrated expertise
In this environment, it’s hard not to feel whiplash.Whether you’re a new law firm or a well-established practice looking to revamp your online presence, creating valuable attorney website content is vital to attracting potential clients and setting your firm apart in a crowded marketplace.
Potential clients have more options than ever before when it comes to choosing a lawyer, and Clio reports that one out of three people looking for a lawyer start by searching online.
Quality attorney website content plays a critical role getting your firm to the top of search results and helps potential clients understand how your firm can help them with their legal needs. Unsurprisingly, law firms that invest in high-quality attorney website content have a significant advantage in attracting and converting potential clients.
A successful law firm website balances content marketing strategies and SEO fundamentals while establishing trust and authority. It also maintains compliance with ethical standards.
Before drafting attorney website content, you need first to understand how potential clients evaluate attorneys online and why your online presence matters. According to recent studies, here are some key statistics to keep in mind:
- 74% of consumers use a search engine to find legal advice.
- 64% of people use Google to find legal help.
- Almost 75% of users never scroll past the first page of search results.
- 64.7% of law firms said their website generates the highest return on investment of all their marketing efforts.
- On average, it takes 13.4 leads to secure one new client for law firms.
- 39% of law firms say that their websites are their primary source of leads.
- 81% of law firms consider content marketing their top marketing investment.
Below, we provide a step-by-step guide about how to create website content for law firm websites. Let’s dive in….
Step 1: Understand Your Audience
The first step to creating compelling attorney website content is understanding your target audience.
Every law firm serves a specific set of clients that experience similar problems. Creating content that speaks directly to their needs and preferences can attract and convert potential clients more effectively.
Cater to Specific Client Personas
One effective way to understand your target audience is through the creation of client personas.
Client personas are fictional representations of your ideal clients based on research and data – which can be as simple as identifying the common issues that your clients face.
For example, car accident victims are often concerned about how they are going to pay for their medical care. Similarly, divorcing parents often have many questions about child custody.
By understanding the common characteristics and needs of your target audience, you can create attorney website content that specifically addresses their concerns and positions your firm as the solution to their legal problems.
Tailoring Website Information
Different practice areas require different approaches to attorney website content. For example, a family law firm should focus on content that addresses questions related to divorce, child custody, and alimony. On the other hand, a personal injury law firm needs to prioritize content pertaining to car accidents, slip and fall injuries, and medical malpractice.
Potential Client Research Behaviors Have Evolved in 2025
The way potential legal clients research and evaluate attorneys online has evolved significantly in recent years. Today, potential clients expect more from law firm websites and want quick access to information relevant to their situation.
Potential clients often conduct extensive research before making a decision, visiting multiple websites and reading reviews and testimonials. They want to know about an attorney’s experience, expertise, and success stories. Clients also value personal stories and insights that humanize lawyers and help them connect on a deeper level.
Meeting these expectations requires law firms to create content that educates, informs, and engages potential clients. With valuable insights and answers to common legal questions, you can position yourself as a trusted authority in your practice areas.
The Three Audience Tightrope: Creating Balanced Law Firm Content
One of the most challenging aspects of creating quality attorney website content is striking the right balance between demonstrating expertise, connecting with your non-lawyer audience, and using SEO best practices
Attorney website content needs to address the varied needs of three audiences:
- Your potential clients
- Other attorneys
The fact that attorney website content has to serve these three audiences makes it a particularly challenging issue.
You need to write in a way that resonates with your potential clients, so avoid legal jargon and address the problems your clients are facing.
That said, you also need to make sure that your content is professional and demonstrates your knowledge and expertise for other professionals in your field, especially if you are seeking referrals.
Finally, your content needs to follow SEO best practices and demonstrates experience, expertise, authority and trust (E-E-A-T) to align with Google’s guidance.
Essential Website Pages Every Law Firm Needs
When creating an effective attorney website, there are standard pages that every law firm should include. These pages provide valuable information to potential clients, helping to establish your firm’s credibility and capability.
Homepage Attorney Website Content: Best Practices
Your homepage is often the first point of contact for potential clients. It’s your chance to make a strong impression. Here are some best practices for homepage attorney website content:
- Have a clear and concise introduction – Clearly communicate your firm’s value proposition and highlight what sets you apart from the competition.
- Use engaging visuals – Use high-quality images or videos that capture the essence of your firm and resonate with your target audience.
- Summarize your practice areas – Provide brief overviews of your key practice areas, highlighting your relevant experience.
- Include a clear call to action – Include a clear and prominent call to action that encourages potential clients to take the next step, such as scheduling a consultation or contacting your firm for more information.
Creating Effective Practice Area Pages
Practice area pages are where potential clients go to learn more about the specific legal services you offer. Here are some tips for creating effective practice area pages:
- Use clear and descriptive headings – Use headings to break down information into easily digestible sections, making it easier for potential clients to find the information they need.
- Provide an overview of the practice area – Provide a brief overview of the practice area, including common legal issues and how your firm can help.
- Highlight examples of successful outcomes – Highlight relevant case examples to demonstrate your expertise and track record of success in the specific practice area. Be sure to anonymize any sensitive client information.
- Include client testimonials – Provide testimonials from satisfied clients to further establish your credibility and skill in the practice area.
Establish Expertise through Attorney Bio Pages
A well-crafted bio page provides information that builds trust and establishes credibility. One of the most important elements of an attorney bio page is a detailed summary of the attorney’s professional background. It should include information about their education, relevant experience, and any significant achievements or honors they have received.
You also want to showcase each attorney’s areas of expertise and how these align with the firm’s practice areas. Whether the attorney focuses on personal injury, family law, or corporate litigation, clearly defining these practice areas helps potential clients determine whether the lawyer is the right fit for their case.
Furthermore, incorporating personal touches into the bio can be highly effective in fostering a deeper connection with potential clients. For example, sharing stories about why the attorney pursued a career in law, their passion for helping clients, or even mentioning hobbies or community involvement helps humanize the attorney. Such personal insight enables clients to connect with their attorney on a more meaningful level, fostering trust and comfort.
Leverage Case Results and Persuasive Success Stories
Sharing case results and success stories can be a great way to persuade potential clients of your firm’s ability to resolve their problems. Consider including the following information:
- Case summaries – Provide brief summaries of notable cases and their outcomes, highlighting your firm’s track record of success.
- Statistics and numbers – Include measurable results whenever possible, such as monetary awards or successful settlements.
- Client testimonials – feature testimonials from satisfied clients who have benefited from your legal skill and representation.
Optimize Your Contact Page
Your contact page is where potential clients go to get in touch with you. Implement the following strategies to make it easy for them:
- Clear, prominently-placed contact information – Provide your firm’s contact information, including phone number, email address, and office address.
- A contact form – Include a contact form that potential clients can fill out to request more information or schedule a consultation.
- A map and directions – If you have a physical office location, include a map and directions to help potential clients find you easily.
Creating Compelling Practice Area Content
When creating content for your practice areas, structure the information in a way that is clear and easy for the reader to navigate. This means using headings, subheadings, and bullet points to break down complex topics and improve readability.
The following structure works well for many law firm practice area pages
- An overview of the practice area – Provide a concise overview of the practice area, explaining its scope and significance.
- Common legal issues your clients face – Identify and address the most common legal issues within the practice area, providing insights and explanations.
- Legal processes – Explain the legal processes relevant to the practice area, such as filing a lawsuit or negotiating a settlement.
- Regulatory considerations – Discuss any specific regulations or requirements that may impact potential clients’ cases within the practice area.
- How your firm can help – Clearly outline how your firm can assist potential clients with their legal needs within the practice area, highlighting your experience and successful outcomes.
Educational attorney website content is a powerful way to demonstrate your firm’s legal expertise and position yourself as a trusted authority in your practice areas. Create informative articles, guides, or blog posts that provide valuable insights and helpful information related to your practice areas.
Sharing relevant case studies that highlight your firm’s approach, strategy, and successful outcomes can highlight your firm’s experience and track record of success. Be sure to anonymize any sensitive client information and focus on the key legal issues and the positive impact your firm had on the clients’ lives.
Anticipating and addressing common legal questions through an FAQ section enables you to engage potential clients and demonstrate your firm’s knowledge. Create an FAQ section for each practice area that addresses common concerns, providing clear and concise answers. This not only helps potential clients find the information they need but also positions your firm as a credible resource.
Local SEO Practice Area Considerations
If your law firm operates in a specific geographic area, incorporate local SEO considerations into your practice area content. Steps such as optimizing your attorney website content with location-specific keywords, incorporating local landmarks or references, and focusing on local legal nuances or regulations can go a long way. When you target local SEO, you can attract potential clients who are specifically searching for legal services in your area.
Content Marketing Strategies for Law Firms
Content marketing is an effective strategy for law firms to attract, engage, and convert potential clients. Incorporate the following into your strategy:
Blog Planning and Implementation
The power of an active and informative blog and how it can significantly benefit your law firm’s online presence shouldn’t be ignored. Start by defining your target audience. Understanding the specific demographics and interests of your potential clients allows you to create attorney website content that resonates with them. Conducting keyword research is also necessary to identify popular topics and questions related to your practice areas.
Developing a content calendar can help maintain a consistent blog publishing schedule, ensuring that your audience receives regular, valuable insights. Consistency builds trust and keeps potential clients engaged with your content over time.
Maximize your reach by sharing posts on social media platforms, including links in your email newsletters, and explore collaborating with industry influencers or publications to enhance visibility. Promoting your attorney website content increases reach and engagement, driving more traffic to your website and boosting your firm’s online presence.
Downloadable Guides and Resources
Creating downloadable guides and resources can be a valuable content marketing strategy for law firms. Offering resources such as eBooks, whitepapers, or checklists that provide in-depth information on specific legal topics or processes positions your firm as an expert and serves as a lead generation tool. Be sure to require potential clients to provide their contact information to access the resources.
Video Content Opportunities
Video content is becoming increasingly popular, and incorporating videos in your content marketing strategy can help you engage with potential clients on a deeper level. You may want to create videos that explain complex legal concepts, share success stories, or provide tips and advice related to your practice areas. Video content can be shared on your website, social media platforms, and video-sharing platforms like YouTube or Vimeo.
Podcast and Audio Options
Podcasts and audio content offer another avenue for law firms to share valuable information and engage with potential clients. Creating a podcast where you interview industry experts, discuss legal topics, or share success stories with them can help you establish your firm’s expertise and build a loyal audience of listeners with these tools.
Email Newsletter Planning
An email newsletter is a reliable tool for staying connected with potential clients and keeping them informed about your firm’s updates, insights, and successes. Sending out a regular newsletter that includes links to your latest blog posts, downloadable resources, and updates about your firm can nurture relationships with potential clients and keep your firm top of mind.
SEO Fundamentals for Legal Websites
Search engine optimization (SEO) will improve your law firm’s visibility in search engine results and attract organic traffic to your website. Here are some SEO fundamentals to incorporate when optimizing your attorney website for search engines:
Keyword Research for Legal Topics
Keyword research is the foundation of effective SEO. Identify relevant keywords and search terms that potential clients may use when looking for legal services. Use keyword research tools to identify search volumes and competition levels for these keywords.
When choosing keywords, incorporate both high-intent keywords, such as “personal injury lawyer near me,” and informative keywords, such as “steps to take after a car accident.” Targeting a mix of high-intent and informative keywords can attract potential clients at different stages of their legal journey.
On-Page Optimization Techniques
Optimize your website’s content and structure to improve its visibility in search engine results. Here are some on-page optimization techniques to utilize:
- Use target keywords wisely – Incorporate your target keywords naturally throughout your attorney website content, including headings, subheadings, and meta descriptions.
- Write descriptive meta tags – Craft compelling meta titles and descriptions that accurately reflect the content of each page, enticing potential clients to click.
- Optimize page URLs – Use descriptive and keyword-rich URLs for each page, making it easier for search engines and users to understand the page’s topic.
- Optimize images – Use descriptive filenames and alt text for your images to make them more search engine friendly.
- Link internally – Include internal links throughout your website to help search engines understand the hierarchy and relevance of your content.
Local SEO Strategies for Law Firms
If your law firm operates in a specific geographic area, local SEO strategies are essential to improving your visibility in local search engine results. Creating and optimizing your Google My Business profile ensures potential clients can find accurate information about your firm, including address, phone number, and operating hours. Incorporating location-specific keywords throughout your website’s content, meta tags, and URLs helps target local searches. Additionally, generating local citations by listing your firm in directories, online mapping services, and industry-specific websites can significantly boost your visibility in local search results.
Mobile-Friendly Attorney Website Content: Best Practices
Data from 2024 indicates that 63 percent of searches occur on mobile devices – and this number is expected to rise. As a result, your law firm’s website needs to be optimized for mobile devices if you want to compete for traffic.
Here are the essential mobile-friendly attorney website content best practices to implement:
- Use responsive design – Ensure your website is responsive and adapts to various screen sizes, providing a seamless user experience across different devices.
- Optimize page loading speed – Enhance your website’s loading speed by optimizing image sizes, minimizing unnecessary scripts, and utilizing caching techniques.
- Use clear and legible fonts – Choose fonts and font sizes that are easily readable on small screens.
- Simplify navigation – Create intuitive menus and navigation elements that are easy to use with thumb-based interaction on smaller screens.
Taking these steps will improve your law firm’s visibility in search engine results and attract organic traffic to your website.
Building Trust and Authority Through Attorney Website Content
Building trust and authority is essential for attracting visitors and turning them into paying clients. Attorney website content plays a critical role in establishing your firm as a trusted authority. Here are some strategies to build trust and authority through content:
Create Thought Leadership Content
Contributing guest articles to reputable industry publications or websites is a great way to showcase your knowledge and skills while also expanding your professional reach.
Another effective strategy is speaking at industry conferences or events, where you can share insights on relevant legal topics and establish yourself as a thought leader.
Additionally, conducting original research or studies within your practice areas and sharing the findings on your website or through industry publications can further position your firm as an authority in the legal field.
Highlight Your Credentials and Expertise
Highlighting your firm’s credentials and expertise is vital for building trust with potential clients. You may want to display relevant certifications, awards, and memberships on your website.
Your firm’s credentials can demonstrate expertise in several ways:
- Industry Recognition – Showcase awards like Super Lawyers or Avvo Ratings that validate your firm’s excellence.
- Professional Development – Highlight ongoing training and specialized certifications
- Association Memberships – Display affiliations with respected industry organizations
- Client Testimonials – Feature positive feedback from satisfied clients
- Case Studies – Demonstrate successful outcomes from previous engagements
Your credentials serve as validations of your expertise and can help potential clients feel confident in choosing your firm
Demonstrating Knowledge Through Specialized Attorney Website Content
Creating specialized content that goes beyond basic legal information can go a long way in demonstrating your firm’s knowledge and expertise. Creating content that delves into niche legal topics, provides expert insights, or addresses timely legal issues helps position your firm at the top.
Finding the right balance between professionalism and approachability is essential for building trust with potential clients. While it’s important to maintain a professional tone in your content, you should also strive to make it relatable and engaging. Be sure to use everyday language, storytelling techniques, and personal anecdotes to connect with potential clients on an emotional level.
Developing a Consistent Brand Voice
Creating a consistent brand voice across all your content helps establish your firm’s identity and build familiarity with your target audience. Develop a brand voice that aligns with your firm’s values and resonates with potential clients. Consistency in tone, language, and messaging helps build trust and recognition over time.
Compliance and Ethics in Attorney Website Content
It’s imperative that your content complies with your state’s attorney advertising regulations.To ensure your attorney website content remains ethical and compliant, consider the following points.
Consult with Your State’s Advertising Rules
Familiarize yourself with the advertising regulations in your state. Many states closely mirror the ABA’s model rules, but there are often significant variations from jurisdiction to jurisdiction.
Required Disclaimers and Disclosures
If there are specific legal requirements for disclaimers or disclosures related to your practice areas, ensure that you include them on your website. These disclaimers and disclosures help protect both your firm and potential clients by providing necessary information and managing expectations.
Client Confidentiality Concerns
Maintaining client confidentiality is a necessity when creating attorney website content. Avoid sharing specific details or identifying information about your clients without their explicit permission. Always anonymize any case studies or success stories to protect client privacy and confidentiality.
Making Appropriate Claims in Marketing Materials
Always make appropriate claims and represent your firm accurately. Avoid exaggerations or misleading statements, and ensure that any claims you make can be substantiated by evidence. Ethical and accurate marketing materials help build trust and credibility with potential clients.
Ethical Use of Testimonials and Reviews
Testimonials and reviews can serve as social proof, helping to build trust with potential clients. When using testimonials and reviews, ensure that they are genuine, accurate, and ethically obtained. Carefully follow any legal requirements or guidelines related to the use of testimonials in your jurisdiction.
Measuring Attorney Website Content Effectiveness
Measuring the effectiveness of your attorney website content is the key to understanding what resonates with your audience and making informed decisions to optimize your website.
Key Performance Metrics to Track
- Website traffic – Monitor the number of visitors to your website and track their navigation through your content. Identify which pages and topics attract the most traffic.
- Time on page – : Measure how long visitors spend on each page. A longer average time indicates that the content is engaging and valuable.
- Conversion rate – Track the percentage of website visitors who take a desired action, such as filling out a contact form or requesting a consultation.
- Click-through rate – Monitor the click-through rate of your calls to action and links to other pages or resources on your website. This helps assess the effectiveness of your attorney website content in guiding visitors to take the next step.
You will also benefit from setting up website analytics tools, such as Google Analytics, to track key performance metrics. Implement tracking codes on your website to collect data on visitor behavior, traffic sources, and conversion rates. Regularly review and analyze this data to gain insights into the performance of your content and make data-driven decisions.
In addition, don’t forget to track the number of consultation requests generated through your website. Set up a system to attribute consultation requests accurately to specific pages or content on your website. With these metrics, you can easily determine which pages or topics are most effective in generating leads.
A/B Testing Content Elements
Consider conducting A/B tests to compare the performance of different content elements. Test different headlines, calls-to-action, or page layouts to determine which variations resonate better with your audience. A/B testing helps optimize your attorney website content and improve conversion rates.
Finally, don’t underestimate the value of regularly auditing your existing attorney website content to identify opportunities for improvement. Assess the performance and relevance of each page or post. Determine which content needs updating, repurposing, or removal to ensure your website remains fresh, valuable, and up to date.
Implementing Your Attorney Website Content Strategy
In 2025, a well-defined attorney website content strategy is vital for law firms seeking to establish a competitive online presence, attract prospective clients, and differentiate themselves from the competition.
By understanding your target audience, creating compelling practice area content, and optimizing key website pages, your firm can provide valuable information that meets the needs of prospective clients while showcasing your expertise.
You should develop a detailed plan that prioritizes high-quality, client-focused attorney website content and integrates SEO best practices. Regularly update and audit your content to maintain relevance and accuracy, ensuring that it reflects changes in the law and your firm’s evolving services. Don’t forget to monitor key performance metrics to identify areas for improvement and adjust your strategy as needed.
If you need help creating quality attorney website content or don’t have the time to invest in doing so yourself, the attorney-led content specialists at Lexicon Legal Content are here to help. Contact us today and learn more about how we can create quality attorney website content that takes your firm to the next level.
Frequently Asked Questions About Attorney Website Content
How long should my attorney website content be?
While content length has fluctuated over the years, today’s most effective attorney website content balances depth with efficiency. Aim for practice area pages of 800-1,500 words that thoroughly address client questions without unnecessary fluff. Blog posts can range from 600-1,200 words depending on topic complexity. Remember that quality and relevance matter more than arbitrary word counts.
How often should I update my law firm’s website content?
Regularly review and update your content at least quarterly to ensure accuracy, especially for practice areas with changing regulations. Blog content should be published consistently—aim for 2-4 new posts monthly. Additionally, conduct a comprehensive content audit annually to identify underperforming pages that need refreshing.
What’s the best way to demonstrate expertise without using legal jargon?
Balance expertise with accessibility by first identifying complex legal concepts that matter to clients, then explaining them using everyday language and relevant examples. Use a “translation” approach: introduce the legal term, explain its meaning in plain language, and illustrate with a hypothetical scenario clients can relate to.
How do I measure the ROI of my attorney website content?
Track metrics like organic traffic growth, contact form submissions, consultation requests, time on page, and conversion rates. Set up goal tracking in Google Analytics to attribute new client acquisitions to specific content. Calculate the lifetime value of clients acquired through content versus the investment in creating and maintaining that content.
Is it worth hiring professional writers for my law firm’s website?
Professional legal content creators understand both legal concepts and effective content marketing strategies. They save attorneys valuable time, ensure consistent publishing schedules, and often deliver better SEO results than DIY approaches. The investment typically pays for itself through improved client acquisition and retention, especially when writers have legal backgrounds and understand your practice areas.
About the Author
David Arato, JD, is the founder of Lexicon Legal Content, a specialized agency supporting law firms and marketing agencies with expertise-driven legal content marketing. His team of JDs and attorneys creates compliant marketing content that balances client engagement with SEO effectiveness. David’s approach has helped numerous firms improve their search rankings and convert website visitors into qualified leads through strategic content that addresses the ethical complexities of legal marketing.
