Category Archives: Attorney Websites
Your Firm Probably Goes by Five Names Online
Consider a hypothetical firm and how it might appear across the web. On its website, it is “Martinez & Cole.” On Google Business Profile, it is “Martinez and Cole Law Firm.” On a directory, it is “Martinez Cole PLLC.” On the state bar’s site, it is “Martinez & Cole, Attorneys at Law, PLLC.” On… Read More »
Attorney Bios Are Doing More Work Than You Think
On most law firm websites, the attorney bio is the page that gets the least attention after launch. It was written once, often by the attorney in a hurry, and it reads like a résumé: law school, bar admissions, a few associations, maybe a hobby. Then it sits untouched for years. That page is… Read More »
The Map Pack Is Not Going Anywhere
With so much attention on AI search, some firms have started to treat local search as yesterday’s channel. That is a mistake. For most law firms, especially those serving individuals rather than corporations, the local results on Google are still where a large share of high-intent prospective clients make their choice. Just as important,… Read More »
What Your Homepage Needs to Say in Its First Paragraph
Most law firm homepages open with a headline about justice, a photo of a courthouse or a skyline, and a paragraph about dedication and results. It feels like the right tone for a law firm. It also leaves a visitor guessing about the three things they came to learn: what kind of law the… Read More »
Why One AI Search Tells You Almost Nothing About Your Firm’s Visibility
A firm owner asks ChatGPT for the best personal injury lawyer in their city. Their firm comes up second. They screenshot it and send it to their partners. A week later, a colleague asks the same question and the firm does not appear at all. Neither screenshot is wrong. Both are incomplete. AI answers… Read More »
How to Redesign a Law Firm Website Without Losing What It Already Earned
For many firms considering a new website, the biggest worry is not cost or design. It is rankings. Most partners have heard about a firm that launched a beautiful new site and then watched its phone go quiet for months. The worry is reasonable. Redesigns do sometimes cause traffic losses. They do not have… Read More »
Questions to Ask Before You Hire Anyone to Build Your Firm’s Website
Most law firms hire a web designer based on a portfolio and a price. The portfolio shows that the designer can make an attractive site. It shows almost nothing about whether that site will bring in clients, rank in Google, or give AI tools an accurate picture of the firm. The questions below are… Read More »
The Practice Area Page, Rebuilt for Readers Who Skim and Machines That Quote
A practice area page has two readers now. The first is a person on a phone, often stressed, scanning for a sign that this firm handles their problem. The second is a machine: Google’s crawler, or an AI system deciding whether a passage on the page is clear and specific enough to repeat in… Read More »
What ChatGPT Says About Your Firm When Someone Asks by Name
Most of the conversation about AI search focuses on discovery. Will the firm appear when someone asks for a divorce lawyer in their city? That matters, but there is a quieter question that matters just as much and gets far less attention. What happens when someone already knows your firm’s name and asks an… Read More »
Why Most Law Firms Should Fix the Website Before Chasing AI Search
A version of the same phone call happens all the time now. A managing partner has seen a competitor named in a ChatGPT answer for “estate planning attorney near me,” and wants the firm in that answer too. The question is some form of “What would it cost to do the AI thing?” Then… Read More »
