Engaging, client-focused content means your law firm website goes beyond being an impressive business card. Prospective clients don’t visit your site merely to find a phone number or calendar scheduling link.
Characteristics of Client-Focused Content
Great content amplifies a professional design and strong branding to give would-be clients a sense of the attorney or firm’s mission and feel like they are a fit for your needs.
Such sites give you information in an understandable and digestible way. They explain what you should be doing and what may happen as part of the process. The best sites are worth going to as resources in themselves.
Think, for example, of the Mayo Clinic. You might visit them for information unrelated to finding a doctor or scheduling an appointment. It’s a resource, in and of itself.
Perhaps that’s the highest compliment one might pay to a law firm website. There’s something there worth seeing even if the user wasn’t in immediate need of their services.
Let’s Look at an Example
After Service LLC, a Colorado firm run by military veteran Greg Rada, exemplifies engaging, client-focused content.
It’s Professional
At first glance, you can tell that After Service works exclusively with veterans on their legal issues. Everything from the header tag line (“a veteran for veterans”), to the color scheme (muted red, white, and blue), to the practice area titles, speaks one design language.
Site navigation and calls to action are prominent, including a large “Start Here” button on the homepage. Additionally, After Service’s site displays a phone number at the top right of every page. They also offer a chatbot at the bottom right.
It’s Engaging
After Service’s site is far more than a “pretty face.” Upon your initial visit, the homepage pops up a video at the bottom left of the screen, featuring Greg walking you through his biography and the services his firm offers. Such a video proves more inviting, more personable, and thus more likely to be seen than rafts of printed materials or website text. It’s also quality content for mobile devices, so it’s a great way to engage clients.
After Service’s site also includes many client testimonials, several as video clips. Not only can you hear from Greg about Greg, but you can hear from clients about having worked with Greg and his firm.
Examining the practice area, Agent Orange Exposure, for example, visitors see layout choices that make these pages engaging, understandable, and useful. It starts with a description of Agent Orange, the symptoms of exposure, and then potential sources. Only after this educational portion does one read why After Service is uniquely suited to help you, as well as an explanation of the legal process and potential fees.
Other practice areas follow a similar structure, with some including client testimonials and FAQs. Recalling the Mayo Clinic example, After Service built a resource you might read even if you’re curious and not a potential client.
Finally, let’s mention After Service’s blog. Too often, law firm blogs seldom see updates, making that part of the website look neglected. Firms would benefit instead by viewing blogs as opportunities to draw visitors’ attention regularly. After Service sure does!
They have at least a weekly blog update. And, like their practice area pages, the blogs are good educational materials, irrespective of whether the user faces this issue now. Most entries begin with a table of contents, making the blog easy to navigate, and then cover their topic succinctly, making use of bullet points and numbered lists for faster reading, where appropriate.
Client Focused Content Drives Law Firm Engagement
Professional design and strong branding help get visitors to your firm’s site. Client-focused materials perform the heavy lifting of keeping them there, engaged, and interested. Review our guide on law firm website design to learn more about incorporating compelling video, stories, and more into your site.
Last updated March 28th, 2025
