Free landing page audit for law firms
People looking for a lawyer are often stressed, worried about cost, and unsure whether they even have a case. A law firm landing page has to calm that worry, prove the firm handles this exact problem, and make the first conversation feel free and low-risk. Here is what that looks like and how to audit your page against it.
Audit your law firm landing page
Free · Scored for “generate leads” · About a minute
Why law firm landing pages underperform
The page talks about the firm, not the client's problem
Many law firm pages open with the firm's history and values. Someone who was just injured or served with divorce papers wants to know whether you handle their situation and what happens next. Lead with their problem and the first step.
Fees are a silent fear
Potential clients assume lawyers are expensive and that the first call will be billed. If the page does not say the consultation is free, or that you work on contingency where that applies, many will not reach out at all.
One page covers every practice area
A general firm page listing personal injury, family law, estate planning, and criminal defence reads as unspecialised. Someone searching for a specific legal problem trusts a page dedicated to that problem far more.
What a high-converting law firm page needs
A practice-area headline with a clear next step
Name the legal problem and the location, and state the first step, such as a free case review. The visitor should know within seconds that they are in the right place and what to do.
Fee clarity
State plainly whether the consultation is free and, for contingency practices, that there is no fee unless you recover compensation. Follow your jurisdiction's advertising rules on how this must be worded and qualified.
Case results with proper disclaimers
Specific verdicts and settlements you have actually obtained are strong proof in injury and employment law. Present them with the disclaimer your bar requires, noting that past results do not guarantee a similar outcome.
Attorney profiles with bar admissions
Show who will handle the case, with photos, bar admissions, years in practice, and relevant certifications or memberships. Clients hire a person, not a logo.
Multiple easy ways to reach you
A tap-to-call number, a short case evaluation form, and, if you offer it, live chat. Make clear when you answer, especially if you take calls evenings and weekends.
A plain-language explanation of what happens next
Outline the process in three or four steps: tell us what happened, we review it, we explain your options, you decide. Removing uncertainty about the process makes the first contact feel safer.
Common mistakes and how to fix them
A headline like 'Aggressive representation you can trust' over a photo of a gavel.
Name the specific legal problem and offer a free consultation. Use a real photo of the attorneys instead of courtroom clichés.
An intake form asking for a full narrative of the incident.
Ask for name, phone, and a one-line description or a dropdown of case type. Get the details in the consultation, where privilege and context are clearer.
Listing settlement amounts without any disclaimer.
Add the disclaimer required by your bar's advertising rules near the results, and check whether your state requires an attorney advertising label.
Dense legal jargon in the body copy.
Write as you would explain it to a worried friend. Use terms like statute of limitations only with a short plain explanation.
No urgency information where deadlines matter.
If filing deadlines apply, say so factually and encourage people to get advice soon, without creating false pressure.
Headline rewrites
Before
Experienced attorneys fighting for you
After
Hurt in a car accident in Phoenix? Get a free case review today
It names the exact situation, the location, and a no-cost first step.
Before
Smith & Partners: Excellence in family law
After
Divorce and custody help for Dallas parents, starting with a free consult
It speaks to the client's real concern, their children, and removes the cost barrier to calling.
Before
Your legal solution
After
Charged with a DUI? Talk to a defence lawyer tonight, free
It meets someone at a moment of urgency and tells them help is available right now.
Button wording
- Contact usGet my free case review
- SubmitFind out if I have a case
- Learn moreTalk to a lawyer today
- CallCall now, free consultation
Trust signals that work here
- Case results you have obtained, shown with your bar's required disclaimer
- Attorney bar admissions, years in practice, and board certifications where held
- A free consultation, and 'no fee unless we win' where you genuinely work on contingency
- Client reviews and star ratings from platforms where you have real profiles
- Office address, direct phone number, and stated hours for calls
What to measure
Cost per qualified case lead
Many legal leads are outside your practice area or jurisdiction. Track how many inquiries pass intake screening, because that is the number your ad spend should be judged against.
Call clicks and answered calls
Legal clients often prefer to call. Measure taps on the phone number and whether those calls are answered, since an unanswered call usually means the client calls the next firm.
Consultation-to-retained rate
This shows whether the page attracts the cases you want. A page that drives many consults but few signed clients may be targeting the wrong case type or overpromising.
Questions
What is a good conversion rate for a law firm landing page?
It varies by practice area, urgency, and traffic source. A criminal defence page found through a late-night search behaves very differently from an estate planning page promoted on social media. Set your own baseline and judge changes by qualified cases signed, not just raw inquiries.
Can I show case results on my landing page?
In most jurisdictions you can, but advertising rules often require a disclaimer that past results do not guarantee future outcomes, and some states have additional requirements. Check your state bar's rules and keep the wording compliant.
Should I offer a free consultation?
For most consumer-facing practices, a free initial consultation removes the biggest barrier to first contact. If you charge for consultations, say so clearly and explain what the client gets, so nobody feels misled.
What does PageScore check on a law firm page?
It checks whether a lead form matching your goal is present, the number of form fields and submit button wording, whether a CTA appears in the first screen, testimonials, case study or result figures, guarantees, contact details, a privacy link, and HTTPS. It also reviews reading ease, headline clarity, and real mobile speed.
See how your law firm landing page scores
Paste your URL. PageScore checks conversion, copy, trust, SEO and real mobile speed, then ranks the fixes.