Law firm website design: a site that brings in enquiries

Someone looking for a solicitor is rarely browsing for fun. They’ve been handed a tenancy notice, they’re going through a divorce, or they’re buying their first house and the estate agent wants a name by Friday. They arrive anxious and short on time, and they’ll judge your firm in seconds.

A law firm website that brings in work isn’t about decoration. It’s about answering three questions immediately: do you handle my problem, do you cover my area, and how do I get hold of you? This guide covers how to do that.

Say what you do and where, straight away

“Welcome to our website” tells a visitor nothing. “Family law solicitors in Sunderland” tells them they’re in the right place, and tells Google what the page is about. Every page should open the same way: the service, the place, and a way to get in touch.

Your phone number should be visible without scrolling on a phone, and tapping it should ring you. A lot of legal enquiries happen in the evening, on a mobile, when someone has finally sat down to deal with the problem.

Give every practice area its own page

A single “Services” page listing conveyancing, wills, family law and employment in bullet points can’t rank for any of them. Each area of work needs its own page, written for the client, not for other lawyers. A good practice area page:

• explains the situation in plain English (what unfair dismissal actually means, for example);
• says what the client will need to bring or do;
• explains how you charge, or gives a guide price where you can;
• ends with a clear next step: call, email or book a consultation.

Regulatory information clients (and the SRA) expect to find

Firms regulated by the Solicitors Regulation Authority have to publish certain information on their website under the SRA Transparency Rules. That includes displaying the SRA’s digital badge, publishing your complaints procedure, and, for some services such as residential conveyancing, probate and some employment tribunal work, publishing price and service information. Check the SRA’s current guidance for exactly what applies to your firm.

Design should make this information easy to find, not bury it. Clear, accurate wording also protects you: anything that reads like a guaranteed outcome is a risk for a regulated firm.

Trust signals that actually help

• Real people. Photos and short profiles of the solicitors a client will deal with. People hire people.
• Reviews. Link to your Google reviews, and show a few genuine ones near your contact buttons.
• Accreditations you really hold, such as Law Society accreditation schemes, shown with the logo.
• Your office. An address, a map and opening hours. Local clients want to know you’re nearby.

Accessibility isn’t optional

Your clients cover every age and ability, and some will use a screen reader or navigate by keyboard. Aim for WCAG 2.2 AA: readable text with enough contrast, forms with proper labels, and pages that work without a mouse. An accessible site is easier for everyone to use, which means more completed enquiry forms.

Getting found, including in AI answers

Google, and AI tools like ChatGPT and Google’s AI Overviews, increasingly answer legal questions directly. Pages that open with a clear, plain-English answer to a common question are the ones most likely to be quoted. Add structured data for your firm’s name, address, phone number and opening hours, keep your Google Business Profile up to date, and make sure each practice area page targets one clear topic.

If you already have a site that ranks, don’t lose that in a redesign. Old page addresses need redirecting to their new equivalents. Here’s how to redesign without losing your rankings.

What to measure after launch

Visitor numbers alone don’t tell you much. Track calls from the website, form submissions and which practice area pages they came from. A page that gets visits but no enquiries usually needs a clearer answer or a clearer next step.

What you’ll need to provide

The best law firm websites are built on the firm’s own knowledge, so the most useful thing you can give your designer is time with the people who answer clients’ questions every day. Before I start a build, I’ll ask for:

• a list of your practice areas, in order of how much work you want from each;
• the questions clients ask most often at the first call, which make excellent page content;
• your fee structures and any published price information the SRA requires;
• photos and short profiles of the solicitors clients will deal with;
• your SRA number, complaints procedure and any accreditations you hold.

I’ll write the pages with you in plain English, then you check every word for accuracy before anything goes live. For a regulated firm, that sign-off matters.

Common questions

How many pages does a small law firm website need?

Usually a home page, one page per practice area, a page about the team, a fees or pricing information page, and a contact page. A firm with four practice areas typically needs eight to ten pages, which fits the Growth package.

Do we have to publish our prices?

For certain services, yes. The SRA Transparency Rules require price and service information for areas including residential conveyancing, probate and some employment tribunal claims. Other areas are optional, but even a guide price or an explanation of how you charge helps clients get in touch.

Can we update the website ourselves?

Yes. You’ll be able to edit text, add news and update team profiles. If you’d rather not, Website Care includes up to 30 minutes of small changes each month.

How long does it take?

As a guide, most sites take one to two weeks once I have your content and photos. Larger or Bespoke builds take longer, and I’ll give you a date in writing before we start.

What it costs

A small firm with one office and a handful of practice areas doesn’t need an agency retainer. My prices are fixed: Growth at £595 covers up to ten pages with a design made for your firm, local search set-up and your Google Business Profile tidied up, which suits most small practices. Larger sites or online booking are Bespoke, from £995. You own the finished site, and optional care plans start at £25 a month.

If you’d like a second opinion on your current site first, I’ll review it for free, or get in touch for a fixed quote.