A law firm homepage that turns visitors into clients

Key takeaways

A law firm homepage converts best when it is organised around clients' problems, such as buying a home or dealing with a will, rather than departments, meets the SRA transparency rules on price and service information, displays the SRA digital badge and makes first contact feel safe with a clear, no-obligation next step.

• Lead with problems clients have, not department names.
• Meet SRA transparency rules for the services they cover.
• Display the SRA digital badge.
• Make first contact feel safe: who replies and when.

What do people need from a law firm homepage?

People contacting a solicitor are often stressed: buying a home, dealing with a death, facing a dispute. They want to know you handle their problem, roughly what it costs, who they will deal with and that contacting you will not commit them to anything. The homepage should answer those in plain language.

• Why your homepage is not converting visitors into customers
• Websites for professional services firms

Why organise by problem rather than department?

Clients do not think in terms like 'Private Client' or 'Dispute Resolution'. They think 'I need to make a will' or 'my landlord will not return my deposit'. Labelling homepage routes by problem helps them find the right page quickly.

• Law firm website navigation: by problem, not department
• List your services on the homepage without overwhelm

What do the SRA transparency rules require?

SRA-regulated firms must publish price and service information for certain services, including residential conveyancing and probate, and display the SRA digital badge on their website. They must also publish complaints information. Link price information from the homepage so it is easy to find.

• Solicitor website credibility: SRA rules and trust
• Should you show prices on your website?

How do you make first contact feel safe?

Say who will reply, how quickly and whether the first conversation is free. A short form with a few fields and a line like 'A solicitor will call you within one working day. No obligation.' reduces anxiety. Confidentiality reassurance matters too, as does a clear privacy notice.

• Microcopy: the small words beside your homepage buttons
• Should your homepage have a contact form?

What proof helps law firms?

Named solicitors with photos and specialisms, accreditations such as the Law Society's quality schemes where held, client reviews and plain-English guides to common processes. Make sure any claims about results comply with SRA rules and are not misleading.

• Team photos on your website: what works and what does not
• The trust bar under your hero: what goes in it

What does this look like in practice?

A pattern we see: a homepage listing departments in legal terms, with prices buried three clicks deep. Reorganising routes by client problem and linking price information from the homepage usually improves both enquiries and compliance.

• See client work
• Website Design & Development for UK businesses

Law firm homepage checklist

• Label routes by client problem.
• Link required price and service information.
• Display the SRA digital badge.
• Show named solicitors and specialisms.
• Say who replies, when and whether it is free.
• Link complaints information and the privacy notice.

• An accountant's homepage that books consultations
• A clinic homepage that books appointments within the rules

Next step

Check your homepage shows the SRA digital badge and links to price information for the services the transparency rules cover.