The short version
Legal websites have one of the highest acquisition costs in any category — paid search CPC for 'personal injury lawyer' tops $80 in major markets. The site that earns the click has to convert it: prospective clients search '[city] [practice area] attorney' or '[problem] lawyer near me', spend 60 seconds deciding whether to call or fill the intake, and bounce if the site doesn't answer three questions — what's your practice area, what results have you achieved, and how do I start.
Website Killer generates the law firm site from a prompt: hero with practice area emphasis and primary intake CTA, practice areas with descriptions, attorney bios with credentials (bar admission, JD, prior firms), case results / settlement amounts (where ethically allowed by state bar rules), client testimonials (with state-bar disclaimer language), intake form. Attorney + LegalService + LocalBusiness JSON-LD is wired automatically.
The hard part: state bar advertising rules. Many states restrict client testimonials, settlement amounts, and 'best lawyer' claims. The AI biases conservative — the default copy is compliant in all 50 states; if you're in a permissive state (TX, NY, CA on case results), expand via chat-edit.
What law firms & attorneys sites must have
- Hero with practice area emphasis + primary intake CTA
- Practice areas with descriptions (PI, family, criminal, immigration, business, estate)
- Attorney bios with bar admission, JD, prior firms
- Case results / settlements (where state-bar-allowed)
- Client testimonials (with disclaimer language)
- Intake form (separate per practice area, conservative fields)
- Hours + location + click-to-call on mobile
- Attorney + LegalService + LocalBusiness JSON-LD
Why Website Killer for law firms & attorneys
- Attorney + LegalService schema variants
- State-bar-compliant default copy (conservative; expand if your state allows)
- Click-to-call CTA on mobile — legal intake converts heavily on calls
- Intake form encrypted at rest, no PHI mishandling
- Per-practice-area pages compound for SEO (PI lawyer + city, family attorney + city, etc.)
What great looks like
Law firm websites that convert intakes share five traits. Most legal templates feel like 1995 in 2026 paint.
- Practice area in the hero, not 'general practice' — 'Auto accident and personal injury in Houston' beats 'Houston Law Firm'
- Attorney photo + bar admission visible — clients buy a person, not a firm name
- Case results / settlement range (where state-bar-allowed) — '$2.4M settlement for trucking accident, 2024' beats 'experienced trial attorney'
- Phone number in nav — legal intake at high intent converts on calls 5x more than on forms
- Intake form with conservative fields — 'briefly describe your situation' converts; '20 fields and a 5-page form' doesn't
Ranking signals
Local SEO checklist
The technical floor is wired automatically. The ranking signals below depend on you — most of them sit outside the website.
- Verified Google Business Profile in 'Attorney' or specific practice category
- Attorney + LegalService schema with practice areas and serviceArea
- Avvo + Martindale-Hubbell + Super Lawyers profiles linked from the site
- NAP consistency across all legal directories
- Per-practice-area landing pages (PI, family, criminal — each with city qualifier)
- Bar admission state(s) listed in schema and copy
Worked examples
Prompts that work
Two prompts you can adapt. The more concrete the prompt, the less editing afterward.
Personal injury solo practice
Site for Henderson Law, a solo personal-injury attorney in Houston TX. 18 yrs experience, focuses on auto accidents and trucking accidents. Hero: 'Auto accident and trucking lawyer in Houston.' Practice areas: auto, trucking, commercial vehicle, wrongful death. Attorney bio: TX bar 2007, JD UT Law, prior public defender. Case results: 4 settlements with amounts (where TX bar allows, with disclaimer). Phone (713) 555-0193 click-to-call front and center. Intake: 'briefly describe what happened' form. No fee unless we win.
Why this works · PI prompts should name the specific accident types + city. The AI uses them for LegalService schema and practice-area pages.
Immigration boutique
Site for Vera Immigration Law, a 3-attorney boutique in NYC focusing on EB-5, EB-1, employment-based green cards. Hero: 'Employment-based immigration in NYC.' Practice areas: EB-5, EB-1A/B, NIW, H-1B, L-1, O-1, family sponsorship. Attorneys: 3 with photos, bar admission (NY + CA), JD, prior firms. Case results: 'over 800 approved petitions' (no specific amounts; immigration ethics-neutral). Intake: 'tell us about your situation' form posts to encrypted inbox. Style: professional, restrained, multilingual nav (EN/ES/ZH).
Why this works · Immigration prompts should include multilingual nav. The AI generates the right pattern (subpath /es, /zh) for locale-specific traffic.
Avoid these
Common mistakes
- Generic 'aggressive representation' copy — pick a practice area and a city, lead with both
- Stock photo of a gavel — clients spot it instantly and the site reads as templated
- Missing phone number in nav — legal intake at high intent converts on calls
- Single intake form for all practice areas — PI and family law clients have different intent
- State-bar non-compliant copy — 'best lawyer in Texas' violates most state bar advertising rules
LocalBusiness schema
Local SEO baked in
Law firms & attorneys sites generated with Website Killer include LocalBusiness JSON-LD with your hours, address, and phone — so Google understands your business as a local entity, not just a webpage. That's the prerequisite for showing up in the local 3-pack and on Google Maps.
FAQ
Frequently asked questions
Is the site state-bar-compliant by default?
Default copy is conservative and compliant across all 50 states — no 'best lawyer' claims, no comparative superlatives without disclaimers, no specific case results without proper disclaimer language. Some states (CA, NY, TX) permit more — chat-edit to expand within your state's rules. Your firm is responsible for final compliance review with your state bar.
Can I list case results / settlement amounts?
In states where it's permitted with disclaimers, yes — describe the result in your prompt and the AI renders it with the standard 'past results don't guarantee future outcomes' disclaimer. In states that prohibit specific amounts (FL, e.g.), the AI uses the conservative pattern ('substantial settlement obtained').
Does the site include Attorney + LegalService schema?
Yes — Attorney schema with bar admission, areaServed, and practice areas, plus LegalService with serviceType per practice area. Combined with verified Avvo + Martindale + Google Business Profile, that's the foundation for ranking on legal directory aggregator and local search results.
How does intake form handling work for sensitive client info?
Intake forms are designed to avoid PII collection beyond name, email, phone, and a brief description. Submissions are stored encrypted at rest. For practices needing full HIPAA-style workflows, integrate with your practice management software's secure portal (Clio Grow, Lawmatics, etc.) — Website Killer markets, the portal stores.
Will the site rank for '[city] [practice area] lawyer'?
Legal-category SEO is competitive (PI lawyer CPC tops $80 in major markets). Website Killer gives you the technical floor — Attorney schema, sub-1.5s LCP, per-practice-area pages. Ranking takes time + reviews + inbound links. Most boutique firms reach page-1 for niche queries inside 90 days, broader queries (PI + city) take longer.
Can the site handle multiple practice areas with separate intake flows?
Yes — describe each practice area in your prompt and the AI generates /practice-areas/[name] pages with practice-specific intake. PI intake asks different questions than family law intake than immigration intake — the AI handles the differentiation.
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