Photo by Carlos Muza

4 Smart Law Firm Website Features (Works Great in 2020)

The days of having a website ‘because apparently some people use the internet’ is a thing of the past.

Even my grandad uses the internet. He’s almost 90 years old and wears white new balance sneakers every day. Grandad, you’re a bloody ripper.

It’s amazing how many law firms are experiencing the benefits of having an effective website. Wouldn’t it be nice to wake up in your comfy bed, knowing that your slick website was busy generating leads and conversions?

Meanwhile, a handful of firms are opting to keep their heads in the sand. Clinging on to the ‘good old days’ of manning the phones and paying for a crappy ad in the Yellow Pages that no one even reads.

I think this is a good thing. These firms are creating an opportunity for the rest of us. After all, a 10-year old website with dead links, no SSL certificate and cliche stock photography (is anyone really that impressed by a courtroom gavel?) makes our websites even more effective by comparison.

Now that I’ve unloaded a generous portion of sass, let’s get into the meat and potatoes.

Here are 4 Features That EVERY Law Firm Website Needs In 2020.

Mobile Responsive Website

Here’s the thing: most people will find your website on their phone. They will do this through the Google machine. If they like your website, they might explore it further on a desktop computer.

Ensure your website looks great on multiple different devices. Test it on smartphones, tablets and computers. Explore different screen sizes and different internet browsers. Ask your friends for their opinion.

Bounce rates will influence your Google ranking. What’s a bounce rate? It measures how fast someone leaves your site. If someone bounces quickly, Google suspects that your website has frustrated the user. Your ranking drops as a result. After all, Google wants to keep its users happy so they don’t use rival search engines.

They Say That A Hero Will Save Us

If that pun went over your head, you probably don’t listen to enough Triple M radio.

The ‘hero’ is the first thing you see when you visit a website. These days, it’s usually a large image that covers most of the screen. It will have a few words of amazing copy and a call to action.

Do you feel like your attention span is lower than it used to? This is why the ‘hero’ is super important. Experts suggest that your website has anywhere from 3–7 seconds to make a good first impression. If it fails this test, you guessed it, your bounce rates will increase.

We suggest you invest in professional photography and a premium logo. This is because the quality of your content will greatly influence the quality of your website. Additionally, people hire lawyers, not law firms. This is especially true for solo practices and small firms. Therefore, great photography will highlight your greatest asset — YOU.

Bonus tip: invest in a professional video for your website. It will easily set your firm apart from the majority. Potential clients will feel more comfortable doing business with someone if they feel like they already know them. It’s never been more affordable to include high-quality media on your website. The best time to invest is now before everyone else does.

Call Tracking

This lets you measure the following:

  • How many calls you receive from your website
  • Where these calls are coming from (e.g. paid Google ads, social media, organic Google SEO, etc.)

Once you have this data, your firm can make more informed marketing decisions.

This is how it works:

  • Sign up for a call tracking service
  • Enter the code into your website
  • This lets the call tracking service create essential data (e.g. caller details, duration & phone number)
  • Review the data whenever you like. LegalSites provides monthly reports to our clients. This helps us design more effective and customised marketing strategies.


Every website can track its traffic using Google Analytics. It’s totally free and it will provide loads of useful data.

For example, Google Analytics can answer the following questions:

  • How many visitors does our website receive per month? Once you know this, you can see if various marketing activities (e.g. SEO) increase your traffic.
  • Is our website traffic seasonal? Are there peaks and troughs? If so, you should adjust your marketing strategy. For example, if you receive more commercial clients during February, adjust your PPC campaign accordingly. This will ensure you spend money where it’s needed and avoid wasting it in other areas.
  • Where does our website traffic come from? This will help you focus on the things that work and eliminate or fix those that don’t.
  • What pages are performing well?
  • How long do our websites visitors stay on our website?
  • How many contact form submissions do we receive?

All of this information is critical for running an intentional marketing strategy.

Also, if you are using a digital marketing agency, they should give you access to your Google Analytics. Oh, and some of them use a proprietary tool for analytics. Might we advise against this? Why? Well, if you take your business elsewhere, they might keep your analytics. If you use Google Analytics, they can’t hold your data for ransom.

Related: Top 3 Best Law Firm Websites Australia 2020 (by Legalsites)

The Takeaway

If you want to remain competitive in the digital age, the features in this article are non-negotiable.

We suggest you follow these steps:

  1. Determine your digital marketing goals.
  2. Find a niche law firm web design and digital marketing agency to assist you in achieving that goal
  3. Hire a professional photographer. You will need headshots and a homepage hero image. Check out websites that you like and provide your photographer with reference photos. Yes, lots of people own nice cameras these days. But a pro photographer will have skills in direction, location scouting and editing.
  4. Pay for a premium and modern logo, if you haven’t already
  5. Set up your analytics and call tracking
  6. Test your website on different devices. Show it to your network. Ask for honest feedback.
  7. Ensure your website content is compliant with ethical codes of practice
  8. Publish your website and reap the rewards!

If you have any questions about modern law firm website design, feel free to contact LegalSites.

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