What to Put on a Law Firm Practice Area Page

A strong practice area page tells a worried reader whether you handle their kind of matter, what they should do first, how the process usually works, and how to talk to someone at your firm. It should cover one type of case, use plain language, and be reviewed by the attorneys who actually handle that work.

Make your case for one page per kind of matter.

Many firm websites have a single “Practice Areas” page with a bulleted list: family law, estate planning, business law, real estate. That list tells a visitor what you do. It does not tell them whether you can help with their problem.

People search for their situation, not your category. They type “how to modify child support” or “what happens if someone dies without a will.” A dedicated page for each of those matters gives you a real chance to show up for that search, and gives the reader a page that speaks to them.

For example, a family law practice might have separate pages for:

• Divorce
• Child custody and parenting time
• Child support and modifications
• Adoption
• Prenuptial agreements

Start with the matters that bring you the most calls, or the ones you most want more of.

Lead with the reader’s situation, not the firm’s history.

Someone reading a practice area page usually has a problem right now. They were just served papers. A parent passed away. A business partner stopped returning calls. They are scanning for one thing: can this firm help me?

So the first two or three sentences should answer that. Name the situation, say plainly that you handle it, and point to the next step. Your founding year, firm philosophy and awards can come later on the page, or on your About page.

Compare these two openings:

• “Our firm has a long tradition of excellence in the area of domestic relations law.”
• “If you are thinking about divorce or have already been served, our attorneys can explain your options, walk you through the process and protect what matters most to you.”

The second one sounds like a person who can help.

Seven sections most practice area pages need.

1. Who this page is for. The situations you handle under this matter, in the words clients use.
2. What to do first. General, practical steps, such as gathering documents or writing down dates. Keep it general information, not advice for a specific case.
3. How the process usually works. The main stages in order, with honest language about what can change the timeline. Avoid promising outcomes or timeframes.
4. How fees work. Whether you work on contingency, flat fee or hourly for this matter, and whether consultations are free. People want to know what it costs to get started, even if exact numbers depend on the case.
5. Who will handle it. Links to the attorneys who do this work, with real photos and a line about their experience with this type of matter.
6. Common questions. Five to eight real questions clients ask, each answered directly in the first sentence.
7. The next step. A clear way to request a consultation or call, with a short note about confidentiality.

Not every page needs every section at the same length. A complex litigation page might need a long process section. An estate planning page might lean on FAQs.

Write answers search engines and AI tools can quote.

More people now get their first answer from a search result snippet or an AI tool before they ever click. Clear, well-structured content gives you a better chance of being the source those tools use.

• Write each common question as its own subheading, phrased the way a client would ask it
• Answer in the first sentence, then add detail
• Use plain language, and define any legal term the first time it appears
• Keep each answer focused on one question
• Note when the page was last reviewed, and review it when the law or your process changes

Write the drafts from interviews with your attorneys, then have them review every word. That keeps the content accurate and makes it sound like your firm, not a template.

Check your state’s advertising rules before you publish.

Lawyer advertising is regulated, and the rules vary by state. Most states base theirs on the American Bar Association’s Model Rules of Professional Conduct, which prohibit false or misleading communications about a lawyer’s services, but your state’s version is the one that counts.

Questions to ask your state bar or ethics counsel before a page goes live:

• Can we use words like “specialist” or “expert,” and if so, under what conditions?
• What disclaimers do we need when we mention past case results?
• Are client testimonials allowed, and what has to accompany them?
• Does our state require labels such as “attorney advertising” on certain content?
• What disclaimer should say that the page is general information and does not create an attorney-client relationship?

Get the answers once, write them into a short style sheet, and use it for every page.

Your next step: rewrite the page that brings in the most calls.

Use this checklist on your highest-value practice area page:

• The page covers one type of matter, not a whole category.
• The first sentences name the reader’s situation and say you handle it.
• There is a short “what to do first” section with general steps.
• The process is explained in order, without promises.
• The page explains how fees work for this matter.
• The attorneys who handle this work are linked, with real photos.
• Common questions are subheadings, answered in the first sentence.
• There is a clear consultation button and a click-to-call phone number.
• Required disclaimers are in place for your state.
• An attorney has reviewed and approved the final wording.

Once that page works, use it as the template for the rest.

To see how we write practice area content with your attorneys, visit our law firm website design page.