How to write a services page for a law firm

How to write a services page for a law firm website

As a lawyer, you know the importance of having a great website. A law firm website isn’t just a great marketing tool. It’s also a way to show potential clients that you’re a credible source of information. 

But a website without a services page would be like a car without its engine – It might still look good, but it’s not going anywhere. A services page is a crucial part of any law firm website, and it’s important to make sure that yours is up to par.

But writing an effective service page can be tricky. A well-written and informative service page can help prospects understand what you do and how you can help them. But a poorly written one can easily turn them away. 

In this blog post, we’ll outline the steps you need to take to create a service page that will impress your clients and help you grow your law firm.


What is a services page?

A services page lets potential clients know if your law firm has the expertise to solve their legal problems.

A service page is a page on your law firm website that outlines the practice areas your law firm specialises in. A good service page should describe the legal services you provide in detail, explain what makes you different from other law firms, and highlight why prospects should choose you.

 This page is typically one of the first pages that prospective clients will visit when they come to your site. So it’s important to make sure that it is well-written and informative.

Why do you need a services page on a law firm website?

A prospective client’s first interaction with your law firm is likely to be through your website. 

Your website is therefore a critical part of your legal marketing strategy. So it needs to be designed with the user experience in mind. 

The services page is where you can list all the areas of law your firm specialises in. This page helps prospective clients understand what your firm can do for them and why they should choose you over other law firms. 

At the same time, a well-crafted services page can also help improve your law firm’s search engine optimization (SEO). By including relevant keywords and phrases on your services page, you can help your website rank higher in search engine results pages (SERPs). This, in turn, can help you attract more site visitors and, ultimately, more clients. 

What to avoid when writing your services page

When it comes to writing your law firm’s service page, there are a few things you’ll want to avoid. First and foremost, don’t make any false claims or promises. Not only is this unethical, it’s just not good business practice in an industry where maintaining client confidence is key.

Additionally, avoid sounding too much like a used car salesman. Yes, you want to draw in prospects. But those prospects are already feeling vulnerable, so they may be leery of anyone who seems too pushy. Bombarding them with a hard sell is likely to turn them off. Instead, focus on providing helpful information that will help them make an informed decision.

Another thing to avoid is using too much jargon. Your prospects are not lawyers, so they won’t be as familiar with legal terminology. Keep it simple and straightforward so anyone can understand what you’re offering.

Finally, don’t forget to proofread your service page before you publish it. There’s nothing more off-putting for visitors than reading a page full of typos and grammatical errors. Not only does it make you look unprofessional, but it can also turn prospects away. So take the time to proofread your page carefully before hitting the publish button.

How long should your services page be?

It depends. A good rule of thumb, however, is to keep it as concise as possible while still providing enough information to give visitors a good understanding of what you can do for them.

Here are a few things to keep in mind when deciding how long your service page should be:

  • Which practice areas do you specialise in?
  • What services do you offer?
  • How complex are your services?
  • Who is your target audience?

What should be on the services page of law firm websites?

A well-written services page should give prospects an overview of the types of legal solutions your firm offers. It should also offer information about your firm’s approach to each type of case. The goal is to give visitors a sense of what it would be like to work with your firm, and to help them understand how your firm could help them with their specific legal needs.

Some elements that you may want to include on your services page are:

A clear and concise description of the services your firm offers

This may seem like a no-brainer. But surprisingly, there are many law firms that fail to clearly spell out what they do on their services pages. Make sure your firm’s services page prominently features a detailed list of the types of services you provide.

An overview of your experience and expertise in your legal practice area

Your prospects want to know that they’re working with a law firm that is experienced and knowledgeable in the area of law they need help with. Include information on your experience and expertise in each of the legal practice areas you cover.

If you have any notable results or settlements in these areas, be sure to mention them as well. This will help give your prospects confidence that they’re working with a law firm that gets results.

Your firm’s process when approaching a legal case

A process is the unique mechanism that helps your law firm stand out.

No two law firms operate in exactly the same way. So it’s important to give visitors a sense of how your practice works and what they can expect when they work with you.

Will you be personally involved in their case? Or will they be dealing with a team of lawyers? How does your firm keep clients updated on the status of their case? Answering these questions on your services page will help give prospects a better sense of whether or not your practice is the right fit for them.

What makes a good services page?

Your services page is one of the most important pages on your law firm website. It’s where prospective clients learn about the services you offer and decide whether to contact you for a consultation. That’s why it’s important to make sure your services page is well-written, informative, and user-friendly.

Here are a few tips to help you write a great services page for your law firm website:

Understand your clients

Prospective clients are visiting your law firm website because they need help with a specific legal issue. And they want to know how you can solve their problem.

Before you start writing, take some time to understand your target customer and what they’re looking for. What are their pain points? What are their goals? What information do they need to make a decision?

By understanding your audience and their needs, you’ll be able to better craft your message on your services page. 

Understanding who your target market is helps you craft a law firm services page that addresses their problems.

Avoid industry jargon

Some law firm websites might use legal jargon as a way of demonstrating their authority in the field. But the truth is, using too many big words can actually be off-putting for new clients. All it really does is make those law firms appear unapproachable. 

It’s important to remember that most people who are looking for lawyers are not familiar with legal terminology. As such, using jargon on your services page will only serve to alienate prospects. 

Instead of using industry jargon, opt for clear and concise language that everyone can understand. This will make it easier for prospects to find the information they’re looking for on your site. It will also help to build trust between you and your audience.

Features and benefits

Your law firm’s features are the services you offer. Its benefits are the reasons why those services matter to your clients.

For example, if you’re a personal injury lawyer, one of your features might be that you have experience with car accident cases. But the benefit to your prospects is that they have a better chance at getting the compensation they deserve.

Too often, law firm websites focus on listing the various areas of law that they practice, without explaining how those services benefit clients. But at the end of the day, prospects are really only interested in one thing – what’s in it for them.

That’s why it’s so important to highlight the benefits your clients will receive in your law firm’s website. This is what will ultimately persuade them to get in touch.

Social proof

Prospects want to know that you have a successful track record. A potential client is more likely to hire you if they see that other people have used your services and had a positive experience.

Include a few client testimonials on your service page. If you don’t have any client testimonials yet, consider asking some of your satisfied clients if they would be willing to provide one.

You can also include case studies on your services page. A case study is a detailed account of how you helped a past client with a problem they were facing. This is an excellent way to show prospects what you are capable of and how you can help them resolve their legal issues.

Call to action

The whole point of your services page is to get potential clients to contact you. Make it easy for them by including a call to action (CTA) with your contact details. 

A CTA is a statement or button that urges the reader to take a specific action. What do you want potential clients to do once they’ve read your services page? Pick up the phone and call your firm for a consultation? Fill out a contact form? Make sure your call to action is clear and easy to find.

SEO for your law firm services page

Just like any other page on your law firm website, you’ll want to make sure your services page is search engine friendly. This means using the right keywords, providing valuable content, and making sure your page is easy to navigate.

Here are some tips on how to optimise your services page:

Use keyword-rich titles and descriptions  

Keywords are an essential part of your services page’s SEO strategy.

Make sure your page title includes relevant keywords for your practice area or services. For example, if you’re a criminal defence lawyer, you might include keywords like “criminal defence lawyer” or “criminal defence law firm”. 

Likewise, in your page description, use keywords that accurately describe your services. This will help search engines match your page with relevant searches. 

Structure your content with headings and subheadings 

Breaking up your legal content into smaller, manageable chunks makes it easier for both the search engine and website visitors to digest. Use headings and subheadings to structure your content in a way that’s easy to scan and understand. This will also help improve your SEO as a search engine can pick up on keywords in headings and subheadings. 

Include imagery

Make sure to include at least one image on your page. This can help make your page more visually appealing and help it stand out in search results. Just make sure that any images you use are relevant to your legal content. Remember to also include descriptive alt text to your images so that search engines can index them properly. 

Add internal links 

Internal links are links from one page on your website to another. Adding internal links to your services page can help improve your SEO by signalling to search engines that your page is relevant and informative.

Use external links 

Boost your search engine rankings with links to credible sources.

In addition to internal links, you should also include external links on your services page.

External links are links from your website to other websites. Including high-quality external links on your page can help improve your SEO by showing Google your content is authoritative and trustworthy. When adding external links, be sure to link to websites that are relevant to your practice area or legal services.

By following these tips, you can help ensure that your services page is optimised for better visibility and results. 

Making your services page work for you

Your practice area pages can be a great way to show prospective clients what your law firm is all about. Your potential clients should feel like they can trust you and rely on you to guide them through what can be a very difficult and highly personal process.

By following the tips above, you can create a services page that is not only informative and helpful, but also SEO friendly. This will help ensure that your page comes up in relevant searches, bringing more traffic to your website – and ultimately – to your law firm.

Law firm copywriting that converts

Our Sydney copywriters know exactly how to craft compelling content that sells. So if you’re looking for a services page that gets results, give us a call. We’ll be happy to put our expertise to work for you.

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