
People looking for legal help today have more ways to find an attorney than ever before: search engines, AI chatbots, social media, online directories, and word-of-mouth referrals that inevitably lead to an online search. At the center of it all sits a law firm’s website, serving as the hub where all of these paths converge.
Based on over twenty-five years of experience working with solo attorneys and small law firms on thousands of law firm website projects, I am here to share what makes a law firm website as effective as possible.
Why Do I Need a Law Firm Website?
Law firm websites traditionally had three primary functions: establishing credibility for the firm and its attorneys, generating new business from various marketing channels, and providing a tech-forward client experience. Recently, a fourth function has emerged: building artificial intelligence (“AI”) visibility.
Let’s explore each of these a bit more.
Establishing Credibility for Attorneys and Law Firms
A law firm’s website often has the job of making the first impression. The website needs to quickly and effectively convey what the firm does and why it stands out from the competition. Prospective clients, potential employees, opposing counsel, and professional peers should easily find it when they search for the firm or its attorneys by name.
The main objective is to seamlessly blend the firm’s offline reputation with its online presence so that the website feels like a natural extension of the services and expertise the firm provides.
Generating New Business from Marketing Efforts
For many firms, their website is the primary tool to help them generate new business. Think of the website as the hub for all online and offline marketing efforts. Whether they learn of a firm through a referral or the firm’s marketing efforts, most people will visit a law firm’s website before contacting it for legal services.
To convert those visitors into contacts, the website must be easy to navigate, have audience-focused content, represent the brand well, and make it simple to reach the firm in a variety of ways.
Extending Great Client Service with Online Functionalities
A website can serve as an extension of a law firm’s client experience. Integrating online payment, client portals, and electronic intake forms can simplify day-to-day tasks and make communication with clients feel easy.
Using your website as a resource hub can take that experience to the next level. Not only do educational materials help build authority online, they can help law firm clients understand their case and navigate challenges better when they arise. These resources can be blog articles, white papers, video libraries, newsletters, and so on.
Building Authority and AI Visibility
Generative AI is changing user behavior at a rapid pace. As products like ChatGPT, Gemini, and Claude increase in sophistication, they are becoming popular tools for people looking for law firm recommendations.
These tools increasingly recommend attorneys directly to users, who may contact a law firm without ever visiting the firm’s website. A common example of this is the use of AI Overviews and AI Mode in Google. These create a zero-click experience because the user gets the answer they’re seeking without clicking anywhere else.
Establishing AI visibility means helping systems like ChatGPT and Gemini understand what your law firm does and when to recommend it to users. This is where the firm’s website becomes less a destination for the human user and more a source that AI draws on to learn about the firm and inform its summaries and recommendations.
What Content to Include in Your Law Firm Website
With a website playing a role in so many aspects of a firm’s business, things can quickly feel overwhelming. But websites can be built in stages. Starting with just the basics, here are the core elements all law firm websites should have.
Homepage
This is the page that really makes the first impression. It should clearly communicate the firm’s brand and services, and it should draw users in with a variety of visuals and ways to quickly discover available content. Within seconds and without scrolling, a visitor should have a relatively clear picture of what the firm is about.
A homepage should include a thorough amount of content because search engines value it more heavily than any other page. The homepage will commonly introduce the firm and then highlight and preview content from other sections of the website, such as client reviews, case results, practice areas, firm news, blog posts, and attorney introductions.
Attorney Profiles
Aside from the homepage, attorney profile pages are the most frequently visited part of law firm websites. They should include recent professional headshots, a medium-length profile that speaks to the attorney’s experience, contact information, and bulleted lists of other professional accomplishments.
Attorney profiles should be engaging, spark interest, and confirm important details about the attorney’s background and how it relates to services the firm provides. It should not be a full-length CV, though that can be linked to separately if appropriate for the practice and clientele.
Practice Areas and Services
A page listing the practice areas or services a law firm provides starts to get into the meat of what the firm does and what uniquely separates it from other firms that do the same thing. For a validation-oriented website in a referral-driven practice, a list of services may be enough. But firms that want traction with online marketing or AI visibility should publish a thorough page for each service or practice area.
About Us
This page or section serves as a catchall to cover aspects of the firm’s founding, purpose, history, core values, and community involvement that weren’t covered by the homepage. For smaller practices, this content especially helps to establish the firm as its own entity. It can also be a great area to honor and reference older or founding attorneys who have retired from the firm but still have name recognition in the community or industry.
Published Reviews
Outside of the homepage and attorney profiles, reviews are the next most popular type of content on law firm websites. Reviews, especially those showcasing published reviews from third-party party sites like Google Business and Avvo, show potential clients that other people in similar situations have had success with the firm. Individual reviews come across as authentic endorsements and, when paired with a client photo and star graphics, can make a very strong impression.
Contact Information
At the end of the day, the website is there to facilitate connection with the law firm. Contact information should be visible on all pages. A contact form should be made available for people contacting the firm after hours or who aren’t available for a phone call at that moment. The firm may also add additional contact methods, such as live chat or SMS texting. People have all sorts of ways they prefer to communicate with a business; just look at how many ways you can order pizza! It is important that your law firm meets clients where they’re at to encourage them to connect with you in the most convenient way for them.
Disclaimers and Privacy Policy
Law firms need to be especially careful to have disclaimers and privacy policies that maintain compliance with various state, national, and international requirements. Firms need to be explicit about what does and does not create an attorney-client relationship. They also need to disclose how personally identifiable information (“PII”) is used and shared with third parties, such as advertising platforms. New in recent years is 10DLC compliance for firms that want to communicate and market to their clients via SMS text messaging.
How Do Law Firm Websites Need to Adapt with AI?
Since many people are turning to generative AI to research and synthesize information and using its answers to form their opinions, AI visibility is important to position your firm more broadly in the marketplace. This means understanding how to facilitate your law firm’s presence in generative AI outputs.
Before getting into the weeds with technical recommendations to improve law firm website performance with generative AI, it’s important to recognize the ultimate goal of these tools: AI chatbots are competing to be the fastest, most reliable source of information that saves the user time and helps them make better decisions.
Deliver a Strong Opening
Generative AI processes content in a much more resource-intensive way than traditional search engines. To manage their resources, generative AI systems use retrieval processes to decide which content is worth pulling into their responses. By adding tables of contents, TL;DR summaries, and statements like “this article contains” to the opening of a page, you can increase the odds the AI tool will commit resources to processing your content.
Get to the Point
Generative AI tools prioritize content that gets to the point and doesn’t bury an answer deep within a story. Clear, direct statements are more likely to be quoted and cited by generative AI (and humans) than ones heavily hedged with words like “probably,” “often,” and “frequently.” If something is true, it’s best to state it clearly and then follow up with nuance or exceptions.
Use Proper Content Structure
Clearly organizing page content with descriptive headings and a logical progression to a conclusion helps generative AI systems process information more efficiently. For instance, a page can define a problem, then explain solutions, discuss practical application, and finally note exceptions to be aware of.
Break a Problem Down
Generative AI systems often give answers that explain why something works. When your law firm is cited in answers like these, it builds trust and shows experience. In your articles and substantive content, use first-principles thinking to break problems and issues down into the essential elements, challenge assumptions, and demonstrate why your solutions and explanations are superior.
Maximize Website Speed
When a generative AI goes outside of its internal knowledge and searches the web for an answer, the clock is ticking. While users understand that the AI tool is processing, they still expect an answer within seconds. This means that an AI needs to browse and process dozens of pages in that time. Websites need to respond quickly to these requests, or the tool may move on to websites that respond faster.
Generally a generative AI system will be looking to have a page respond within half a second and completely load within 2.5 to 5 seconds. Google publishes a page speed evaluation tool, and website developers have many tools at their disposal to increase website speed, including caching utilities and content delivery networks.
Build a Broadly Positive Online Reputation
Generative AI systems understand that when a person is looking for legal help, they’re
looking for a recommendation to a law firm or a lawyer, not just a website. To that end, AIs will use information available online, beyond a law firm’s website, to influence its recommendations. This includes professional peer review websites like Martindale-Hubbell and Best Lawyers, client review websites like Google, Yelp, and Avvo, social media sites like LinkedIn, and state bar records for disciplinary checks. They can also bring in information news and legal publications and other online sources such as Reddit. An exercise every law firm and lawyer should try is to ask their AI tool of choice what it thinks about them and their firm.
A Word of Caution
Just as search engines gave rise to an entire industry of people promoting shady tricks and quick ways to top results, so too is generative AI. Your BS detector needs to be better than ever. And while some trickery may result in short-term gains, over the long run, meaningfully building your firm’s online reputation in a way that resonates with humans (client reviews, quality publishing, speaking, engagement in the community, being helpful) will also resonate with generative AI.
Other Tips to Keep in Mind for Your Law Firm Website
So far, we have covered the basics of what a law firm website needs and how it functions in the age of generative AI. What follows here are four additional things to consider during the creation and continued evolution of your firm’s site.
Prioritize and Commit
Exciting as websites are, trying to tackle everything a law firm may want (i.e., new design, podcast, blog, social presence, and digital advertising campaign) all at once may quickly overwhelm a firm’s staff and resources. Spend time up front to discover what matters most to the firm, and tackle that first. Then expand the scope of content and resources after the website launches. This builds in flexibility for marketing and operations to take shape as the practice evolves.
Use SEO
Having a website show up on search, and in generative AI chatbots, requires search engine optimization (“SEO”). Effective SEO includes attention to technical functionality, on-page keyword implementation, authoritative content writing, and linking strategies. All of this jargon is to say: your law firm website needs to be fast, informative, and regularly updated.
Although SEO efforts can be started during the initial website creation process, law firms that want to generate new business from their online presence need to make SEO part of their long-term marketing strategy. Additionally, if your firm is planning to update your current website design, it’s important to have SEO-focused professionals help with the transition to ensure design and content decisions do not negatively affect any online visibility the firm has earned.
Prioritize Digital Accessibility
All websites, especially those representing businesses, need to comply with Americans with Disabilities Act (“ADA”) requirements and be accessible to individuals with disabilities. This means that the website is fully functional for people with visual, auditory, and physical disabilities, among others.
Users with visual disabilities such as blindness or vision loss will typically use assistive technology, such as a screen reader, or configure the display settings on their device (e.g., contrast, font size,) to make things readable to them. The website needs to let these users navigate, read content, and complete actions without interference. It should not override or block, in any way, the configurations or technologies the visitor is using.
To accommodate users with auditory disabilities, one important step is to ensure that video and audio content has captions or transcripts available. Most video services and podcast services now automatically add captions using AI. Often, the firm simply needs to enable these options and double-check the accuracy.
ADA compliance should be baked into a website’s code and design decisions from the beginning. This will not only ensure the best experience for the visitor, it improves how the website performs for AI agents and search engines.
Focus on Quality Written Content
Producing new website marketing content or migrating existing content to a new website platform is one of the most time-consuming parts of website development. Attorneys will often take on the task of content writing but quickly lose steam due to client obligations and the reality that it takes several hours, even with generative AI assistance, to write a decent page of website content. It also doesn’t help that writing marketing copy, especially about yourself, is surprisingly difficult compared to the legal writing they’ve trained to do. Engaging with a professional writer, or a website agency that has writers on staff, can save significant time and frustration all around.
When it comes to migrating existing content, firms are often surprised by how much work it takes to properly move content to a new website configuration. It’s not uncommon for an established law firm to have a body of content that has grown to hundreds or even thousands of pages and media files. This all needs to be migrated with great care to avoid any business or marketing disruptions.
Start Designing Your Law Firm’s Website Today
Having a professional website that aligns with a firm’s business and marketing goals is one of the best investments a law firm can make. Well-crafted websites pay for themselves over and over in time saved and business earned. Further, firms that work to nail down the foundations of their web presence now will be better able to adapt to the rapidly evolving generative AI landscape.
Today, law firms have more options than ever for developing a website. However, between do-it-yourself website builders, online gig boards, specialized law firm marketing agencies, and in-house teams, it can be a real challenge to decide what’s best for your firm. You can, of course, search online and find many capable solutions and providers. Websites frequently contain design credits at the bottom, so you can also search for law firms that are similar to yours, either in your market or outside of it, to discover who is performing well and see how they got it done. And don’t forget good old-fashioned conversations with your peers, especially those who have similar business ambitions and websites you admire.
Once you’ve compiled a short list of options, be sure to research thoroughly so that you can weigh the pros and cons of each, compare proposals and costs, and make a confident decision.
This is an updated version of an article that originally appeared in Business Law Today on January 27, 2023. The previous version was authored by Grace Lau.










