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Most law firm websites read like a CV: a list of practice areas, a page of bios in the third person, a contact form.
The visitor reading it isn't browsing, they're verifying a name someone already gave them. Here's what that visitor is actually checking for, in order.
"Commercial law" tells a referral-checker nothing. "Commercial leasing disputes, shareholder agreements, small business sale and purchase" tells them whether to keep reading. Vague scope reads as inexperience, even when it isn't.
A name, a photo, admission year, and what they actually handle. The client was told to call "Sarah at [firm]", not "the team". If Sarah isn't findable on the site in one click, the referral loses momentum right there.
Case outcomes, published matters, professional memberships, years admitted. Generic five-star quotes without specifics read as filler. Specifics read as evidence.
"Fixed fee available for straightforward matters" or "we discuss costs before any work begins" removes the single biggest hesitation a referral has: not knowing what a first call will cost them.
A form that vanishes into an inbox is the single most common failure. A named person, a direct number, or a booking link tied to an actual calendar removes the guesswork.
None of this requires a bigger build, just a different brief. Most of our law firm work is the same $1,900 to $3,800 range as any professional-services site. See the full pricing breakdown: how much does a law firm website cost.
If your work comes almost entirely through professional referral rather than public search, the exact same checklist applies, with one extra layer: what a solicitor checks before briefing an expert.
Precise practice areas, named team members with real credentials, some form of proof (outcomes, memberships, experience), fee transparency, and a direct contact path.
They can help, more than in regulated health professions, but only with specifics attached. A generic five-star quote with no detail does little.
The content strategy, not the build. A referral-checking visitor needs proof and specificity fast; the underlying site can be the same $1,900 to $3,800 build as anything else.
Twenty minutes, straight answers, no obligation to proceed.
No pressure, no perfect brief needed.
Book a free 20-minute chat/ Written by Manon Vernay, founder of Creative Baguette · her story
