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Redesigning Your Law Firm’s Website? Remember to Optimize the Content!

By Marc Apple   ●    June 12, 2024   ●   8 min read

Redesigning Your Law Firm's Website
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    TL;DR: Content optimization is critical to the success of your law firm website redesign or refresh. The time and attention to detail invested in content optimization can generate instant ROI when the result is well-organized, valuable, high-quality content. Your clients, prospective clients, and Google will take notice of your subject matter expertise.

    What Does Content Optimization Mean Anyway?

    Campaign Monitor defines content optimization as the“process of making sure content is written in a way that it can reach the largest possible target audience.” Your content optimization process needs to ensure your keywords are present on the page and in your content, meta and title tags are added, and relevant links are inserted.

    This means your law firm website pages must provide a comprehensive overview of your experience, representative cases, locations, and how you can help clients.

    If this sounds daunting, fear not, and read on!

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    “There is a critical connection between content and revenue,” boldly states an article from the American Marketing Association.

    In our earlier post, we noted a website redesign or refresh is an extensive process that requires time, patience, and a budget. It’s easy to feel overwhelmed!

    Yet, when there is a connection between content and revenue, our hope is you feel much more empowered than overwhelmed. Optimizing content is a process that you can take one step at a time.

    Breakdown Your Content Optimization Process into Steps

    At a high level, a content optimization process can be accomplished in a few steps.

    Each step builds on the other as you move through the process.

    We encourage you to document your process since optimizing content ensures your website redesign or refresh continues to aid the firm’s business development. 

    1. identify your ideal clients, their needs, and pain points
    2. factor in SEO tactics for visibility
    3. determine the types of content for the website
    4. integrate clear calls-to-action
    5. measure, monitor, and adjust

    Identify Your Ideal Clients, Their Needs, and Pain Points

    When optimizing your law firm’s website content, the first crucial step is identifying your ideal clients, understanding their needs, and recognizing their pain points.

    You are likely already doing so as you market and advertise your firm through other means. The idea is to have that now come across on your website. 

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    It’s helpful to analyze your current client base and identify common demographics.

    This is often a quick win in the content optimization process and may help you generate momentum for the additional steps in the process. 

    Go beyond the demographics to paint a memorable picture of your client base by delving into their motivations, concerns, and challenges they face that are driving them to seek legal assistance or counsel.

    Once you clearly understand your ideal clients, craft your website content to resonate with them.

    Enhance Your Content Through Keyword Research, On-Page Optimization, and SEO

    Let’s talk about search engines here and how you can improve the visibility of your content to attract potential clients.

    This involves a multi-faceted approach that includes:

    • keyword research
    • on-page optimization
    • technical SEO best practices

    Keyword research is crucial to understanding the terms and phrases your law firm’s potential clients use when searching for legal services. Identifying relevant keywords allows you to incorporate them into your website content.

    You’ll make it easier for search engines to understand your law firm website’s relevance and rank it higher in search results by including meta tags and placing the keyword in the URL.

    On-page optimization is nuanced. Essentially, it involves optimizing various web page elements to align with the identified keywords and provide a better user experience.

    Think of on-page optimization for your law firm’s website as using keywords strategically, creating high-quality and informative content, and ensuring a logical structure and flow.

    Technical SEO focuses on the behind-the-scenes aspects of a website.

    Have you ever wondered how Google serves up such relevant content? Well, website factors like site architecture, URL structure, page load speed, and mobile friendliness are some reasons why.

    Mix Up Your Content Formats

    Going through a law firm website redesign or refresh is a great time to experiment with different content formats.

    You already know high-quality, informative, engaging content resonates with your audience and establishes authority. You also know your content seeks to address your target audience’s specific needs and concerns. 

    So, now is a good time to experiment by introducing new content formats.

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    Ask yourself “what if” and let your imagination run. 

    New formats could include legal guides and summaries, case studies, blog posts, podcasts, infographics, testimonials, quizzes, calculators, chat features, interactive data and maps, videos, and more.

    Incorporating multimedia elements can significantly enhance the engagement and storytelling capabilities of your law firm’s website content. These visual assets serve a dual purpose of breaking up text-heavy sections and providing a way of conveying complex legal concepts in a more digestible and visually appealing way.

    Mixing up the content formats on your law firm website shows your commitment to providing a comprehensive, engaging, and client-friendly online experience.

    Whatever formats you choose as part of the refresh or redesign, ensure your content is written in a clear, concise, and accessible manner. Avoid legalese and complex jargon that may confuse or alienate potential clients. Use plain language and provide context and explanations for legal terms and concepts when necessary.

    Integrate Clear Calls-To-Action

    One major positive outcome of a law firm website redesign or refresh is driving conversions by turning visitors into potential leads or clients.


    Integrating clear call-to-actions (CTAs) and lead capture forms is a common method for achieving this goal.

    CTAs should be prominently placed and compelling, guiding potential clients toward taking a desired action, such as scheduling a consultation, opting in for your emails, or requesting more information of some sort.

    Well-designed lead capture forms can collect valuable contact information from interested visitors, enabling the firm to nurture these leads through targeted follow-up and marketing efforts.

    Strategically placing CTAs and lead capture forms throughout the website invites conversion opportunities. For example, incorporating these on high-traffic pages, like attorney bios, a blog, or proprietary research findings, can increase the chances of capturing potential clients at their point of interest.

    It’s essential to regularly analyze your law firm website metrics and user behavior to make certain your conversion strategies remain effective.

    Measuring, Monitoring, and Adjusting Keeps Things Fresh

    You’re almost there! Now, let’s turn to setting up your analytics to make sure your website redesign or refresh investment continues to pay off.

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    Make a habit of monitoring and spending the time needed to produce or obtain reports and analyze them against your key performance metrics. 

    You’ll gain competitive insights into how people interact with your website, identify areas for improvement, identify problem areas sooner, and make data-driven decisions to drive better results.

    Bartłomiej Barcik and Karla Margeson, contributors at Semrush, reinforce the importance of metrics when they write, “Running a website without tracking its performance is like flying a plane without a navigation system. You won’t know if you’re headed in the right direction. Or where you should course-correct.”

    It’s true!

    While you can monitor and measure for pretty much anything, some essential performance metrics to track include:

    1. Page Views and Unique Visitors: This is an overview of your website’s traffic volume. It helps you understand which pages are most popular, allowing you to prioritize content optimization efforts accordingly.
    • Bounce Rate and Exit Pages: A high bounce rate or a specific page with a high exit rate could indicate that visitors are not finding the information they need. It can also mean they encounter issues that drive them to leave your site. Identifying and addressing these pain points can improve engagement and keep them on your website.
    • Time on Page and Session Duration: These metrics reveal how long users spend on specific pages or the website overall. This is a good indicator of the quality and relevance of your content. If any of your web pages show very little time spent on them, it may signal a need for more compelling or comprehensive content.
    • Conversion Rates: Tracking conversions, such as form submissions or phone call inquiries, is critical for understanding the effectiveness of your intent in receiving the desired actions from your target audience.
    • Traffic Sources: Taking a look at the sources of your website traffic (e.g., organic search, referrals, direct visits) can help you understand which channels are most effective. This metric can inform your content promotion and publishing strategies.

    By establishing these ongoing processes, the law firm can ensure its redesigned website remains a valuable asset, providing an exceptional user experience, maintaining a strong online presence, and ultimately driving better returns on its investment.

    Ensure Compliance with Legal and Ethical Regulations

    What makes a law firm website redesign or refresh unique from others? Law firms must adhere to strict rules regarding client confidentiality, attorney advertising, and the unauthorized practice of law.

    Law firms must be cautious when discussing specific cases or client information on their websites. Any identifying details that could compromise client confidentiality should be omitted or anonymized. Also, law firms should obtain explicit client consent before using their names or case details for marketing purposes.

    Another critical aspect is complying with attorney advertising rules.

    Law firms must ensure their website content accurately represents their services, credentials, and practice areas.

    They should avoid making exaggerated claims or guarantees about potential outcomes, as these could be considered misleading.

    Finally, law firms must be mindful of the unauthorized practice of law. Their website content should not provide legal advice or create an attorney-client relationship without proper procedures in place. Instead, the content should focus on providing general information and encouraging potential clients to seek personalized legal counsel.

    Consider Partnering with a Digital Marketing Agency Specializing in Law Firm Websites

    Leveraging the expertise of a marketing and advertising agency specializing in law firm websites can be a game-changer in maximizing the return on investment from a website redesign or refresh.

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    These agencies have in-depth knowledge and experience in designing, developing, and optimizing websites specifically for the legal industry.

    By partnering with such an agency, law firms can benefit from their specialized skills and best practices, ensuring that the redesigned website looks visually appealing and effectively attracts and converts potential clients.

    FAQ: How to Optimize Your Law Firm’s Content

    What are the Advantages of Checking Law Firm Website Metrics Regularly?

    By regularly reviewing these metrics and identifying patterns or anomalies, you can pinpoint areas where your content may be underperforming or failing to meet user expectations.

    Outdated or inaccurate content can damage the firm’s credibility and reputation, so it’s essential to have a plan in place for content refreshes.

    What Does On-Page SEO Do for My Law Firm Website Refresh or Redesign?

    By implementing on-page SEO best practices, law firms can improve their online visibility, attract more qualified leads, and ultimately drive higher returns on their website redesign or refresh investment.

    What SEO Best Practices Do I Need to Account for when Optimizing Content?

    A website redesign presents an excellent opportunity to optimize on-page SEO elements for better search engine visibility and user experience. Incorporating targeted keywords into page titles, meta descriptions, header tags, and body content can significantly improve rankings for relevant search queries.

    However, you must balance keyword optimization and providing visitors with a natural, readable experience.

    How Will I Know if Content Optimization Efforts are Working on My Law Firm Website?

    A/B testing different CTA placements, designs, and messaging can help identify the most compelling approaches. Likewise, monitoring form submissions and lead quality can inform adjustments to optimize the conversion process further.

    This data-driven approach empowers you to make informed decisions about content optimization, such as enhancing existing content, creating new resources, or restructuring site navigation for improved user experience.

    Who Needs to be Trained on Managing the Website After a Refresh or Redesign?

    Providing comprehensive training ensures everyone at the firm is accountable for the website’s success. This approach equips trained personnel to use the new website effectively, which promotes buy-in and adoption across the firm. Such a collaborative effort can lead to a more successful website redesign and higher ROI.

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    Article By

    Marc Apple

    Marc Apple is the founder of Forward Push, a marketing and advertising agency that helps law firms with creative, research-driven strategies. Known for solving marketing challenges and boosting client count and revenue, Marc offers tailored solutions for every firm. Reach out to discuss how his expertise can transform your marketing, or simply chat about music and BBQ.