People rarely visit a law firm's website on a good day. They're separating, buying a home, dealing with a death in the family, or holding papers they don't understand. They're looking for reassurance as much as information. Here's what they look for before they pick up the phone.
1. "Do you handle my kind of matter?"
The first question is whether you can help. A clear list of practice areas on the homepage, each linking to its own page, answers it in seconds.
Each practice-area page should explain:
- the kinds of matters you handle, in everyday language
- common questions clients ask
- what the first step looks like
- who at the firm works in that area
These pages also do the heavy lifting for search, because "family lawyer Brisbane" and "conveyancing Mount Gravatt" are separate searches.
2. "What happens next?"
Uncertainty is stressful. A simple step-by-step guide, from first call to first meeting to how the matter runs, lowers the barrier to getting in touch. It also cuts down on repetitive questions for your team.
3. "Who will I be dealing with?"
Clients choose people, not logos. Solicitor profiles with real photos, admission dates, areas of practice and a little personality build trust. Draw on your own material and keep claims accurate.
4. "What will it cost?"
Many firms avoid the topic, but clients want a sense of it. Even a short explanation helps: whether you offer fixed fees for certain matters, how the first consultation works and when you'll provide a costs estimate.
5. "Can I reach someone easily?"
Offer a phone number, a short enquiry form and, if it suits your practice, online consultation booking. Add a note about confidentiality and ask people not to send sensitive details until you've checked for conflicts.
Getting the wording right
Legal advertising has rules. A few to keep in mind:
- No misleading claims. Avoid promises about outcomes and superlatives you can't back up.
- Specialist accreditation. Only describe a solicitor as an accredited specialist if they hold that formal accreditation. Otherwise use phrases like "practises in" or "focuses on".
- Personal injury. Queensland has specific restrictions on advertising personal injury services, so check carefully before publishing anything in this area.
- General information. Mark articles as general information, not legal advice.
We draft content with these rules in mind and have a solicitor at your firm review every page.
Design that calms, not shouts
Law firm websites work best when they feel calm and composed: plenty of white space, readable typefaces, restrained colour and real photography. Heavy animation and stock images of gavels work against the trust you're trying to build.
Helpful extras
- A "Where do I start?" guide that asks a few questions and points visitors to the right practice area
- Articles answering common questions, like "What happens at a first family law appointment?"
- Downloadable checklists, like what to bring to a will appointment
The bottom line
The best law firm websites answer the anxious visitor's questions before they're asked: can you help, what happens next, who will I deal with and how do I start. See what we build on our law firm websites page.
This article is general information only and isn't legal advice. Check your obligations under the Australian Solicitors' Conduct Rules and any Queensland advertising restrictions with the Queensland Law Society.