A strong practice area page speaks to a worried person: it names their situation, explains in plain language how matters like theirs usually work, introduces the attorneys and makes contacting the firm simple. It should inform without pretending to be legal advice, and it should be clear about which jurisdiction it covers.
Start with the situation
Open by describing the problem the visitor faces and what the page will help them understand. Use their words, not legal jargon.
Explain the process in general terms
- What typically happens first.
- Common stages and rough timelines.
- What the client usually needs to provide.
- When it makes sense to speak with a lawyer.
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Be clear about limits
State that the page offers general information, not legal advice, and name the area or jurisdiction it applies to. Laws differ by place and change over time.
Introduce the people
Show the attorneys who handle this work, with qualifications and a photo. Link to their bios and review how to write them in attorney bios that build trust.
Answer common questions
Add a short FAQ with the real questions prospective clients ask. If you mark it up, the schema markup generator can help.
Make the next step easy
Put a phone number and enquiry form clearly on the page, and keep it fast on phones using the PageSpeed checker.
Build a hub
Link a main practice area page to more specific sub-pages, as in the pillar page guide. See law firm keywords for the phrases to include.
Frequently asked questions
How long should the page be?
Long enough to answer the main questions. Clarity beats length.
Should I include case results?
Only if rules in your jurisdiction allow and with the required disclaimers.
Next steps
I help firms structure these pages in my SEO services for law firms. Contact me here to start.
More in this series (law firm SEO questions): start with SEO Services for Law Firms, then explore:
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