Law Firm Website Content: What to Write on Every Page

Most law firm websites are judged on how they look. The words get written last, often in a hurry, and usually by copying what other firms say. The result is a site full of phrases like aggressive representation and decades of combined experience that tell an injured person nothing they did not already assume.

Website content is the text on your core pages: the home page, the practice area pages, the attorney pages, the about page, the FAQs and the contact page. It decides whether a visitor understands that you can help and picks up the phone. This guide goes through what to write on each page. For the layout, speed and structure of the site itself, see law firm website design. For blog articles and publishing, see law firm content marketing.

Write for the person, not the profession

The people reading an injury firm's website are usually not lawyers. Many are in pain, worried about money and unsure whether they even have a case. Write the way you would explain things across a desk. Use short sentences and everyday words. Say car accident, not motor vehicle collision. Say what happens next, not what the firm believes in.

A useful test: read a page aloud and ask whether a nervous client would understand every sentence the first time. If a sentence needs a second read, rewrite it.

The home page

The home page has a few seconds to answer three questions: what kind of cases you handle, where, and how to reach you. Put the answers at the top in plain words, with a phone number that can be tapped on a phone. Below that, give short paths to your main practice areas and a brief explanation of how a case with your firm works, from the first call to the end.

Resist the urge to say everything on the home page. Its job is to send each visitor to the page that answers their situation.

Practice area pages

These are the most important pages on the site, for visitors and for search engines. Give each case type you actually want its own page, and make each page genuinely about that case type. A strong practice area page usually covers:

• The situations it covers, described in the visitor's words.
• What someone should do after that kind of incident, practically and simply.
• The kinds of losses a claim may cover, explained without promises.
• How the process works with your firm and how fees work.
• Answers to the questions people ask most about that case type.
• A clear way to call or send a message.

Avoid copying one page and swapping the case type. A truck accident page that reads like the car accident page with one word changed does not help the reader or your rankings. The guide to SEO for lawyers explains why distinct, useful pages matter in search.

Location content that says something real

If you serve several cities, location content should carry real local detail: your office address, the courts you appear in, the areas you serve. A page that changes only the city name helps nobody and can look like spam. The guide to law firm local SEO covers location pages and your business profile together.

Attorney pages

People hire a person, not a logo. An attorney page should include credentials, bar admissions and the kinds of cases the attorney handles, but it should also sound like a human being. A sentence or two about why they practice this kind of law and how they treat clients often does more than a list of memberships. A real, recent photo matters.

The about page

Many about pages are history lessons. Visitors care more about how the firm works today: who answers the phone, how often clients hear from their lawyer, what happens if the case does not settle and whether there are any fees if there is no recovery. Answer those directly and you have an about page that builds trust.

FAQs that answer real questions

The best FAQ content comes from your intake team, not a keyword list. Ask them which questions callers ask every week and answer those in short, honest paragraphs. Typical examples are whether the person can afford a lawyer, whether it is too late to call, what to do about medical bills and whether the case will go to court. Keep answers general and avoid anything that reads like advice on a specific case.

The contact page

Keep it short. Phone number, a simple form, office address and hours, and a sentence telling the visitor what happens after they reach out. Have your counsel review any consent wording on the form for how you plan to follow up. The guide to law firm landing pages covers forms for paid campaigns in more detail.

Stay inside the advertising rules

Website content is lawyer advertising. Rules based on ABA Model Rule 7.1, adopted differently in each state, prohibit false or misleading statements, and many states restrict or require disclaimers for past results, testimonials and words like specialist or expert. Check your state bar's rules before publishing any of these. The guide to lawyer advertising covers the rules in more detail.

Keep it current

Content goes stale quietly. Attorneys leave, office hours change, laws and procedures shift. Review the core pages on a regular schedule, fix anything out of date and make sure every page still links to the right place. An outdated page undermines trust in everything around it.

Common mistakes

• Writing in legal language the reader has to translate.
• Generic claims that every other firm also makes.
• One practice area page covering every case type.
• Copied pages with only the city or case type swapped.
• Attorney bios that list credentials and say nothing about the person.
• Results or titles published without checking state bar rules.
• No clear next step at the bottom of the page.

The short version

Write each core page for a worried, non-lawyer reader. Make the home page answer what, where and how to call. Give every case type its own page that is genuinely about that case. Make attorney pages sound human, answer real intake questions in your FAQs, keep the contact page short, stay inside your state's advertising rules and review the pages regularly.