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Law Firm Websites That Convert: How to Design

February, 04 2022
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Ben Johnson
website designers

Bringing potential clients to your website is only half the battle. Once they’re on your website, you need to make sure they contact you, this is where creating websites that convert is so important.

Here’s what you need to know.

What Is A Conversion?

A conversion as it relates to SEO can be defined in a few different ways. 

Simply put, a conversion is any desired action a user takes on your website.

If you sell sneakers online, a conversion could be when someone purchases a product. 

If you primarily share content through newsletters, a conversion can be when someone signs up to receive your emails.

For lawyers specifically, a conversion will typically be an action to get in contact with you, such as a clickable phone number or a contact form.

When it comes to attorney SEO marketing, the ultimate goal is conversion. Because of this, you should ensure that your attorney web design is designed properly so that it maximizes your conversion rate (the percentage of visitors that perform the desired action). 

Here are some things you should know about designing your website so that it maximizes your user conversion rate. 

How Do You Design Websites that Convert Users?

Analyze Data

The first step in doing this is to analyze your website data constantly. This is a critical part of law firm SEO services. 

You can ask questions like, “which buttons are my users clicking regularly?” and, “on what pages are users leaving before doing anything else?” 

These are just a couple of questions to ask to ensure your website design and lawyer SEO are as effective as possible. 

Google Analytics

If your users are typically leaving before they take the desired step, then you have to examine your website design and figure out how to retain their attention for a longer period. 

Another question that you have to ask when examining your legal website design is how your users are finding your website. 

If they are finding your website because of your social media, then you might want to focus on that profile a bit more. 

If your users are finding your website due to search engine optimization, then you might want to redouble your SEO efforts. 

google analytics user information

You should closely analyze how your users find your website to see how you can promote your website most effectively. It makes sense to focus on the promotional methods that work and move on from less effective methods. 


You should also figure out who your demographic is. 

As you no doubt know, different demographics of users will find and interact with your site differently. 

This is crucial information to consider when you are designing your website. 

You also have to consider how to convert your users most effectively while taking the demographic information into account. You might have to experiment with a few conversion methods and evaluate which one is most effective, then move forward from there. 

Heat Maps

A Heat Map, or a map that tells you where your users are clicking on your website, is also useful. 

heat map

You can use this information to further examine your law firm website design. You can see which areas of your website appeal to your users the most and see why these areas are so appealing. 

You can also evaluate which areas your users rarely click, so you can figure out how to improve these areas of your website. 

A/B Testing

A/B tests are another method that you can use to try out wording and designs. 

These tests work by putting up two live versions of your website–a certain percentage of visitors will visit site “A” and the other percentage will visit site “B.” From there, you can analyze how the users interact on your site and see which law firm websites design works better. 

A/B Testing

You can convey this information to your law firm website designers so that they can adjust the design of your website accordingly. 

You might also want to see if certain phrases work better on your site than others, and A/B testing is a great way to gather this data. Your users might prefer more formal language, for example. 

Optimize Your Website for Relevant Keywords

One vital part of the legal website content, as with other types of website content, is the keywords that you use on the site. 

There are multiple components to ensure that you are using the best possible keywords on your site. 

One thing that you can do to optimize your website for the most relevant keywords is to figure out the most important keywords for your site and use them strategically on the site. 

keyword optimization placement

However, you can also check Google search results and see if the most relevant lawyer keywords have changed. If they have changed, then you should update your website appropriately. 

You can use keyword research tools to figure out which keywords you should incorporate into your website. 

Create Relevant and Valuable Content

Even if your website is optimized properly for relevant keywords and your website is designed well, it won’t get much traffic unless your content is great. 

One way to ensure this is to make sure that your content is relevant to the purpose of the website. After all, very few users on a legal website would be interested in cooking content, for example. The content must remain relevant to the website’s purpose.

relevant content

It is also important to create useful content, too. Your users check out the site so that they can obtain some kind of useful information. If your site does not provide that, then they will go to some other site. 

You should keep this in mind any time you create content for the website. 

Concentrate on On-Page SEO

on page seo

Your site needs to be properly optimized on-page so that it ranks as high as possible in the Google search results. That starts with optimizing all of the headers on your site so that they contain relevant keywords. You should also craft your site’s body content so that it is made for search engine optimization. You can do this by including plenty of good keywords.

On-page SEO can also include your images, page speed, meta descriptions, and internal links. 

Focus on Off-Page SEO

off-page SEO

Off-page SEO is another part of creating websites that convert, which includes link building, guest blogging, events, and social media for lawyers. 

Social media can help you promote your page and direct users to your website. LinkedIn can prove useful since it is the most professional social media platform, but Facebook can also help generate traffic to your site and lead to conversion. 

Lawyer reviews are another thing you can do for off-page SEO. You are more likely to get more users on your website if your law firm has received positive reviews from past clients. These positive reviews increase your firm’s perceived reliability. Good directories can also improve your off-page SEO even further. 

Optimize Your Site for Mobile Users

Mobile website

These days, it is important for the vast majority of websites to work well on mobile devices. This is key for law firm web design. You should make sure you optimize your site so that mobile users can access it easily. 

Accessing your site on a mobile device can be quite convenient for your users, so your site should work well on mobile devices. 

Ensure Your Site Has A Fast Loading Time

page speed insights

It can be quite a hassle if you have to wait a long time for a website to load. Sometimes, if a website’s loading time is too long, it can even make a user leave the website and go to another website. For this reason, you should make sure that your site loads as quickly as possible.

One way to do this is to choose a fast host for your site. A high-performance server dedicated to your site is the best way to go for optimal site loading time. You should also optimize the site’s cache, as well. 

Build A Strong Backlink Profile


A backlink profile consists of a portfolio that includes links from every single site that links to your website. Here are some quick tips when building backlinks:

  • Strive to get a variety of links
  • Get authoritative links (from academic journals, alumni pages, or government pages)
  • Vary your anchor text.

These are only a few tips you should consider when building backlinks. 

Design Your Site for The User’s Experience

You should make sure that your site is easy to navigate and looks neat. 

A well-designed site is easy to scan, and visuals and infographics can help your users scan your site more easily. 

Check Out Law Firm Sites For Help with Websites That Convert

Creating websites that convert can be challenging. However, the Law Firm Sites team can help create a lawyer web design that leads to higher visitor conversion. Additionally, we can assist you with SEO, as well. We can help you create a great website and promote it effectively using SEO techniques.

Do you want to see your site with a new look?