Four questions legal service webpages should answer

Your service pages are a powerful tool in turning website visitors into clients.

Each page should clearly communicate what you offer and why potential clients should choose you over all the other firms available to them.

Simply listing your services isn’t enough though. Your pages need to answer the right questions to reassure, engage and convert readers before they look elsewhere for help.

We share four key questions every service page must address to encourage potential clients to take the next step – offering them the information, the reassurance and the motivation to act.

1. Is this the service I’m looking for?

A clear title tells both the user and the search engine what the page is about, so people can find it more easily.

Free keyword tools like the Ahrefs keyword generator can give you an idea of what people often search for, and what is easy or difficult to rank for on search engine results pages.

When you draft a title, find a balance between one that describes your service accurately, is searched for often and is easy to rank for.

This is more likely to work for your audience and search engines.

You should also consider how targeted you want to be.

Simply naming a page ‘legal services’ may be far too broad for most users, who are looking for something more specific.

For example, the term ‘employment law services’ may be too vague but ‘unfair dismissal and work disputes’ is more specific.

It’s better for each service to have its own page where it can be discussed in detail.

2. Does this firm understand my needs?

Now that you have the title and focus, your opening paragraph and overall tone needs to reassure the reader that they are with the right firm – and a strong opening is a great way to do that.

Below is an example of a great service page opening:

"Going through a divorce is never easy. Whether you’re feeling overwhelmed by legal jargon, unsure about your rights, or anxious about the future, you don’t have to navigate this alone.

At [law firm name], we specialise in guiding clients through every step of the process with clarity, compassion and expert legal support. Our goal is to protect your best interests and help you move forward with confidence."

This is specific rather than generic. It shows empathy for what will be a difficult emotional process, it explains how your firm can help the client and, at the end, there is a clear call to action.

3. Can I trust this business?

Choosing a law firm to work with is a big decision.

If the person is seeking help with commercial or business law, there could be large amounts of money or assets at stake. In family law, lawyers may be dealing with highly emotional matters with relationships on the line.

So it’s vital that your pages build trust with the user.

You can do this by sharing profiles of members of the team that could work with them, including photos and background information.

You can also share testimonials or case studies from past clients.

Review platforms like Trustpilot can also be useful when used alongside these, but bear in mind that testimonials are usually more detailed than reviews and can be more effective.

Accreditations, awards and professional memberships can also help.

Displaying the affiliations you have with organisations such as the Law Society signals credibility and reassures visitors that they are dealing with a reputable firm.

4. Is my next step clear?

Once a potential client has read through your service page, understands what you offer and feels reassured that they can trust your firm, they need a clear next step or call to action (CTA).

Without this, you risk losing them to hesitation or distractions.

A CTA should be actionable. Use direct words which show clear actions, such as ‘schedule a free consultation’, rather than something vague like ‘find out more’.

Your main CTA should appear high up the page, so it’s visible without scrolling.

Not all visitors will be ready to act immediately, so it should also be repeated on the page, particularly after key sections like testimonials and service descriptions.

It should also be easy to act. The call they need to make should be easy to organise, or the form they need to fill in should be short.

Answering ‘yes’ to all four questions

The aim is for your users to answer ‘yes’ to all these questions when reading your page. But when we audit legal websites at Add People, this is rare.

This could be the reason that your website isn’t bringing you more clients. In which case, it’s time to take action.