For your clients, the legal field is a vast and confusing place. After all, there are some lawyers who deal with personal injuries, some with workers’ compensation, some with estate law, some with property disputes, and others with criminal cases—and you know we haven’t even touched on every type of law or lawyer in that list. That’s why service pages are so critical a component of a law practice’s website, because they help your potential clients understand what it is that you do and how you can help them. Here’s how to write services that will be compelling to site visitors and help convert them into clients.

What are the elements of an effective service page?

A service page needs to do four things: define the service, show the value of the service, explain your process for providing that service, and explain why your firm is the right one to provide the service. So, if one practice area of your firm is medical malpractice, your should have a service page defining medical malpractice, explaining how claimants can receive compensation for their injuries if they win or settle the case, how the process of starting a case works, and why they should choose you to represent them.

Why is defining the service important?

Yes, legal services are complex and not easy to boil down into accessible, easily understandable information on a standard website page of approximately 300 to 500 words. But your site visitors are looking for information about whether or not they even have a case and should get in touch with a lawyer. You need to define what medical malpractice is or what workers’ compensation is, otherwise, you’ll only reach people who already know about those things, and that they have a claim—and you’ll miss out on a ton of possible clients.

Why your firm and not the other guys?

Potential clients aren’t just looking at you, they’re looking at other law firms too and comparing them. That’s why your service page should highlight why your firm is the best choice. Maybe it’s your winning record or the amount of money you’ve won for your clients. Maybe it’s a special service you offer, like having attorneys that speak both English and Spanish if you practice in a predominantly Spanish-speaking area of the country or in immigration law. Think about what your audience, your desired clients, are looking for in an attorney and highlight those qualities on your service pages.

If it’s time to rewrite your service pages (or write some for the first time), get in touch with HA Digital Marketing. We’ve worked with law firms to create service pages for all areas of their practice that convert site visitors into clients.

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