If you’re reading this, chances are your law firm website isn’t delivering the results you expected. You’re not alone. The average attorney website content converts just 2.35% of visitors into actual leads, meaning 97 out of every 100 potential clients who visit your site leave without taking action.

While you’ve been focusing on building your practice and serving clients, your website has likely been turning away more business than it brings in. Meanwhile, high-performing legal website content consistently achieves 6-10% conversion rates from the same traffic.

The problem is that most attorney websites are written by lawyers, for lawyers, not for the scared, confused, and overwhelmed people who actually need your help. Your website might impress other attorneys at bar association meetings, but it’s failing the ultimate test: converting visitors into clients.

Here’s the reality: every day your website underperforms, you’re essentially paying for attorney marketing that drives potential clients to your competitors. But here’s the opportunity: the fixes are straightforward, and the results can be dramatic.

The 5 Biggest Attorney Website Content Mistakes

Mistake #1: Leading with Credentials Instead of Client Benefits

Open any law firm website and you’ll see variations of this opening line: “Founded in 1995, Johnson & Associates is led by Harvard Law graduate Michael Johnson, bringing over 25 years of experience and membership in the American Bar Association to clients throughout the tri-state area.”

Here’s the problem: your potential clients don’t care where you went to law school when they’re panicking about a DUI arrest. They care about one thing: “Can you help me?”

Compare these approaches:

• Lawyer-focused: “Smith Law Firm, established 2010, provides comprehensive legal representation across multiple practice areas, led by State University Law graduate with ABA membership.”
• Client-focused: “When you’re facing criminal charges, every decision matters. We’ve helped over 300 clients avoid jail time and protect their futures. Let us help you too.”

The second version immediately answers the visitor’s urgent question: “What’s in it for me?” It builds confidence through specific results rather than academic credentials.

Mistake #2: Using Legal Jargon Instead of Plain English

You spent three years learning to “speak lawyer,” but your clients didn’t. When your legal website content sounds like a legal brief, you’re creating barriers instead of building bridges.

Research shows that legal websites typically read at a 12th-grade level or higher, while effective public communication should target 6th-8th grade reading levels.

• Legal jargon: “Our firm provides zealous advocacy for defendants facing allegations of operating under the influence, including pre-trial motions to suppress evidence obtained in violation of Fourth Amendment protections.”
• Plain English: “If you’re arrested for drunk driving, we fight to throw out evidence the police gathered illegally. This can get your charges reduced or dismissed entirely.”

The plain English versions don’t sacrifice accuracy. They sacrifice intimidation.

Mistake #3: Focusing on Services Instead of Solutions

Most attorney websites organize content around legal categories like “Personal Injury Law” or “Criminal Defense.” This approach makes perfect sense to lawyers but misses how clients actually think about their problems.

How clients really think:

• “I was hurt in an accident and can’t work”
• “I’m scared I might go to jail”
• “My spouse wants a divorce and I don’t know what to do”

Solution-focused alternatives:

• “Get Full Compensation for Your Injuries”
• “Keep Your Freedom and Your Future”
• “Protect Your Children During Divorce”

When you speak to the problem, not the legal category, clients immediately understand how you can help them.

Mistake #4: Missing or Weak Calls-to-Action

Take a tour of attorney websites and you’ll find contact information buried in small footer text, generic “Contact Us” buttons, and zero guidance about what happens next. This passive approach costs you clients every single day.

Weak calls-to-action that don’t work:

• “Contact us for more information”
• “Call today”
• “Submit”

Strong calls-to-action that convert:

• “Get your free case review. Call now and speak with an attorney today”
• “Protect your rights. Schedule your free consultation”
• “Secure your family’s future. Book your estate planning meeting”

The difference? Specific value, clear benefit, and urgency. Your scared, confused potential clients need to know exactly what they’ll get and when they’ll get it.

Mistake #5: Lack of Trust-Building Elements

98% of people research attorney reviews before hiring, yet many law firm websites provide little to no social proof. Even worse, the testimonials that do exist often sound generic and unhelpful.

• Generic testimonial that builds no trust: “John is a great lawyer and I would highly recommend him to anyone.”
• Specific testimonial that builds trust: “After my car accident, I was overwhelmed by medical bills and couldn’t work for three months. John explained everything in terms I could understand and got me $125,000 when the insurance company originally offered just $15,000. He made a terrible situation manageable.” – Sarah M., Teacher

The effective testimonial includes specific results, relatable circumstances, and emotional connection.

How to Fix Your Attorney Website Content

Fix #1: Start with Client Pain Points

Before writing a single word, put yourself in your client’s shoes. What are they worried about at 3 AM? What keeps them awake? What questions do they ask during initial consultations?

Transform your homepage messaging:

• Before: “Anderson Law Firm specializes in comprehensive family law representation including divorce, custody, and support matters.”
• After: “Going through a divorce? You’re probably worried about your children, your finances, and your future. We’ve guided over 400 families through this difficult process, and we’ll guide you too.”

The “after” version acknowledges emotional reality and provides reassurance through experience.

Fix #2: Write Like You Talk to Clients

The best attorney-client relationships start with clear communication. Your law firm website content should sound like the helpful, knowledgeable professional your clients meet in person, not like a legal textbook.

Conversational writing techniques:

• Use “you” and “we” instead of “clients” and “the firm”
• Write in active voice (“We will fight for you” vs. “Your case will be handled”)
• Include the questions clients actually ask
• Tell stories that illustrate your points

Legal textbook style: “Pursuant to state statutes governing matrimonial dissolution, parties may be entitled to equitable distribution of marital assets.”

Conversational style: “In a divorce, you’re usually entitled to half of everything you and your spouse acquired during your marriage. This includes your house, retirement accounts, and even business interests. We make sure you get your fair share.”

Fix #3: Showcase Outcomes, Not Just Services

Potential clients care about results, not processes. Instead of explaining what you do, show them what you’ve accomplished for people in similar situations.

• Service description: “We handle workers’ compensation claims for injured employees.”
• Outcome showcase: “When Maria fell at the construction site and hurt her back, her employer’s insurance company denied her claim entirely. We proved the fall was due to unsafe working conditions and secured $180,000 for her medical bills, lost wages, and future care.”

When potential clients can see themselves in your success stories, they’re far more likely to believe you can achieve similar results for them.

Fix #4: Create Compelling Calls-to-Action

Most attorneys bury their contact information or use weak, generic language that gives potential clients no reason to act. Your call-to-action is often the difference between a website visitor and a paying client, yet most law firms treat it as an afterthought.

Effective CTA examples by practice area:

• Personal Injury: “Get your free case evaluation. We don’t get paid unless you win”
• Criminal Defense: “Protect your freedom. Call now for immediate help”
• Family Law: “Secure your children’s future. Schedule your confidential consultation”
• Estate Planning: “Protect your family’s inheritance. Book your planning session today”

Strategic placement:

• Above the fold on every page
• After describing a problem or benefit
• Multiple times throughout longer pages
• In different formats (buttons, text links, contact forms)

The key is making your call-to-action impossible to miss while clearly communicating the value of taking that next step.

Fix #5: Build Trust Through Transparency

Trust is everything in legal services. 98% of people research attorney reviews before hiring, yet most law firm websites provide little social proof that actually builds confidence.

Four trust elements that work:

1. Authentic client testimonials: Skip generic praise. Include specific situations and outcomes.
2. Case results with context: Don’t just state outcomes. Explain the challenge and your approach.
3. Your personal story: Why did you become a lawyer? What drives you?
4. Clear fee information: Address cost fears directly:

• Personal injury: No fee unless we win
• Criminal defense: Flat fee arrangements available
• Divorce consultations: $300 for 90 minutes

When visitors see genuine proof of your success and understand your pricing upfront, they’re more likely to contact you instead of continuing their search for another attorney.

Attorney Website Content Types That Convert

Client Success Stories

Detailed case studies generate the strongest conversion impact for law firms. Create narratives showcasing your expertise while maintaining confidentiality, including initial concerns, obstacles faced, and specific outcomes achieved. Focus on relatable situations where potential clients can see themselves, such as workplace injuries, divorce complications, or criminal charges. Include emotional elements that show how you guided clients through difficult times while achieving concrete results like settlements, dismissals, or favorable custody arrangements.

Educational Blog Posts

Answer questions clients ask during consultations to position yourself as the trusted expert while capturing search traffic with blog posts. Focus on topics like “What to expect during bankruptcy,” “How much does divorce cost,” and “Your rights after arrest” that potential clients actively search for online. Write in plain English, addressing fears and misconceptions while demonstrating your deep knowledge. These posts establish authority and often rank well in search results, bringing qualified traffic to your website.

FAQ Pages

Law firm FAQ pages address common client concerns directly to reduce basic phone calls while building confidence in your expertise. Answer timing questions like “How long does probate take,” fee structures for different services, and process explanations that demystify complex legal procedures. Well-crafted FAQ sections help qualify serious prospects before consultation by setting realistic expectations and filtering out unqualified leads. Include questions about your experience, approach, and what makes your firm different.

Attorney Bio That Connects Personally

Skip traditional resume formats listing achievements chronologically. Tell your personal story explaining why you became a lawyer, what drives your passion for helping clients, and what makes your approach different from other attorneys. Share meaningful experiences that shaped your practice, such as helping a family member through legal troubles or witnessing injustice that motivated your career choice. Include personal touches like community involvement or family life that make you relatable.

Practice Area Pages That Address Specific Problems

Create dedicated pages speaking directly to client pain points rather than legal categories. Instead of “Family Law,” use “Protecting Your Children During Divorce.” Feature relevant case results, address specific concerns like asset division or custody fears, and provide clear next steps for getting help. Focus on solutions clients need rather than services you offer, using language that reflects how people actually think about their legal problems rather than lawyer terminology.

These five attorny website content types work together to build trust, demonstrate expertise, and guide potential clients toward contacting your firm. The key is ensuring each piece of content serves your client’s needs while showcasing your ability to solve their specific legal problems.

Turn Your Website Into Your Best Marketing Tool with Expertly Written Attorney Website Content

Your legal website can be your most effective law firm marketing tool, working 24/7 to convert visitors into paying clients. The transformation doesn’t require complete overhaul. Start with homepage messaging, then tackle practice area pages and add compelling case studies.

Remember: people hire attorneys to solve problems, not to be impressed by credentials. When your law firm website content focuses on client benefits instead of lawyer achievements, your presentation becomes magnetic instead of intimidating. Attorneys implementing these changes attract better clients, command higher fees, and build sustainable practices. Your legal skills brought you this far. Strategic content takes you further.

Struggling to implement these changes? Lexicon Legal Content helps solo attorneys, small firms and agencies transform their websites into client-generating machines. Our legal content specialists understand the unique challenges of attorney marketing and can help you create attorney website content that converts visitors into clients. Contact us online or through our online contact form to schedule your free content strategy consultation and start growing your practice with proven content strategies.