Why Content Strategy Matters for Lawyer Websites
Most lawyer websites follow the same formula — a homepage, a list of services, and a contact page. But very few are built with a clear strategy to convert visitors into paying clients, rank on Google, and showcase the unique strengths of the law firm.
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What Is a Content Strategy for Lawyers?
A content strategy is the intentional planning of what information goes on your website, where it lives, and how it’s written to engage potential clients. For lawyers, this includes:
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Writing content that answers legal questions your clients are Googling
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Creating dedicated pages for each practice area
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Including trust-building elements like testimonials and certifications
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Structuring content for readability and mobile responsiveness
Why Is It So Important?
Without a clear content strategy, your website becomes a digital business card — not a marketing engine. That means:
Fewer leads coming in through search engines
Missed opportunities to stand out from competing law firms in your area
Lower conversion rates from visitors
With the right strategy, your website can become your best salesperson, working 24/7 to bring in qualified leads.
Homepage Content Strategy
Capture stunning aerial imagery and create impactful visuals to showcase your property, event, or project. Our services also provide innovative solutions to gather, inspect, and analyze critical data for your business needs.
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Headline: Who You Help + What You Do
Example:
“Trusted Criminal Defense Lawyer in San Jose”
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Your headline should instantly answer two key questions: Who do you help? (Individuals? Businesses? Injury victims?)
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What legal service do you provide? This helps website visitors quickly confirm they’re in the right place and that you handle cases like theirs.
Call-to-Action (CTA): Contact or Book a Consultation
Your homepage should make it crystal clear what action a visitor should take next. Use buttons like:
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“Schedule a Free Consultation”
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“Call Our Office Now”
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“Speak with an Attorney Today”
CTAs should be visible above the fold and repeated throughout the page so users don’t have to search for a way to contact you.
Client Testimonials Reviews
Social proof is essential. Add a few strong client testimonials that mention the outcome, your professionalism, or how you helped during a difficult time.Better yet, embed Google or Avvo reviews so people know they’re authentic. Testimonials build credibility and emotional trust.
Value Proposition: Why Choose Your Firm?
Under your headline, include a short, compelling paragraph that outlines what sets you apart.Do you have decades of experience? A record of high-profile wins? A compassionate approach?Your value proposition should build trust and highlight your unique advantages over other law firms in your area.
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Quick Practice Areas Overview
Include a section with icons or brief descriptions of your main practice areas, such as:
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Family Law
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Criminal Defense
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Personal Injury
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Estate Planning
This helps users navigate quickly and shows that you cover a broad range of services (or specialize in exactly what they need).
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