Practice-area pages written for clients
Give each practice area its own page and write it for the person reading it, not for other lawyers. Someone going through a divorce wants to know whether you handle cases like theirs and what the first meeting looks like. A paragraph of statute references won't help them.
Be careful with promises. "We'll get you the result you deserve" sounds reassuring, but regulators dislike that kind of line, and clients don't really believe it anyway.
Profiles that are accurate
A real photo, your admissions or qualifications, how long you've practised and what you focus on. Keep it factual. Words like "specialist" and "expert" are regulated in many places, so only use them if you're allowed to.
What a small law firm website should say about fees
Cost is one of the first things a client worries about. In England and Wales, SRA-regulated firms must publish price and service information for certain services, including residential conveyancing, probate and some employment and immigration work. Even where nobody makes you do it, saying whether you offer fixed fees or a free first call makes it easier for someone to pick up the phone.
The disclosures you can't skip
In the United States, state rules based on ABA Model Rules 7.1 to 7.3 prohibit false or misleading communications. Some states also require "Attorney Advertising" labels or a note that past results don't guarantee future ones.
In the UK, SRA-regulated firms must display the SRA digital badge and publish their complaints procedure. In Germany, the Impressum has to name the Rechtsanwaltskammer, your professional title and the professional rules that apply.
Treat this as a starting point, not legal advice. Your bar or regulator has the final word.
A contact form that protects you
Keep the form short: a name, a way to reply and a brief description. Then add one line asking people not to send confidential details until you've confirmed you can act for them. That protects them, and it helps you avoid conflicts. Your phone number and email should be on every page too.
Testimonials only if they're real and allowed
If your rules permit testimonials and the client has agreed in writing, use them. If not, leave them out. Never make up reviews or case results. It destroys trust quickly, and it can get you into trouble with your regulator.
Fast and readable on a phone
Plenty of people will find you on their phone, sometimes at a stressful moment. A site that loads quickly and reads easily feels organised, and that matters when someone is deciding who to trust with their problem.
Behind the scenes, LegalService or Attorney structured data with your contact details helps search engines understand who you are. It won't lift your rankings on its own, but it removes the guesswork.
I don't have a law firm concept design yet, so the best way to see how I'd approach your site is a free demo of your own homepage. There's more on law firm website design as well.