Stop blending in
Read time – 3 minutes
The other day I was chatting with a local family law attorney. We got on the topic of marketing, and she mentioned how Google Ads were getting prohibitively expensive for her small firm. She was on the hunt for ideas to generate more leads.
We started talking about her firm’s website, which, unfortunately, was barely pulling in any leads. She asked if SEO might be worth the investment.
My first suggestion? Let me check out the site before sinking money into search engine optimization.
I took a look and immediately noticed several red flags.
The 5 Main Issues With The Website
Stock Photos
- Nearly every photo on the site was a stock image of a random office worker.
- No real snapshots of the attorneys or the actual office.
- Nothing that says “this firm is real.”
No Showcasing of Past Work or Results
- For law firms, “before-and-after” photos aren’t the right analogy, but case studies or success stories can serve the same purpose, following attorney advertising laws, of course.
- Potential clients want to see that you’ve solved problems like theirs.
No Clear Mention of Practice Areas or Service Locations
- Users (and search engines) want confirmation of your main practice area (like family law) and specifc areas like divorce, custody, child support (or whatever your specialties may be), you are licensed, and serve their specific city or county.
- This is critical for local visibility and trust.
A Generic “About Us” Page
- The page didn’t share the firm’s background, founding story, or values.
- No personal connection or sense of who these attorneys really are.
- People hire lawyers they trust, and building trust starts with a authentic story.
No Display of 30+ Google Reviews
- The firm had an impressive set of reviews on Google—yet you’d never know from the website.
- A near-perfect rating is a major selling point, and potential clients deserve to see it.
With such a bare-bones online presence, driving more traffic won’t necessarily translate into more or better leads. Visitors may navigate away and call the next firm that looks more professional and credible.
Even the owner decides to invest in SEO or more ads to drive traffic, the conversion rate will stay low unless you highlight what makes the firm different and credible.
Without a unique identity, you risk being seen as just another law firm competing on fees alone.
So… What Can You Do?
Add Real Photos, Team Pages, or Office Shots
- Nothing replaces authentic imagery that shows the actual faces and environment of your firm.
- Potential clients will see you as more genuine and approachable.
Communicate Your Ideal Practice Areas and Locations
- Create dedicated pages for each practice area: family law, personal injury, bankruptcy—whatever you offer.
- Mention the counties, districts, or cities you serve. This helps with local SEO and signals familiarity with the region’s court system.
Beef Up Your “About Us” Section
- Tell your origin story: Why did you become an attorney? What drives you?
- Show some personality—your professional yet human side builds trust.
Show Off Your Reviews
- If you have a strong Google rating, flaunt it. Add a review widget and written/video testimonials.
- Social proof is huge for a field where trust is everything.
Bottom Line
Your law firm’s website is one of the best places to stand out. Once prospective clients land on your site, you’ve got to convince them you’re the right choice.
Highlight your: Experience, Story, and Client reviews.
Use real photos, branded colors, and avoid anything that looks or reads as “stock”.
Bonus: Everything mentioned also supports better SEO. Google loves fresh, authentic content—especially if it’s tailored to local audiences. Make these improvements, and you’ll naturally boost your site’s search ranking while winning more leads at the same time.
