As you work on building your law firm’s website, one of the main pages to include is your About Us page. More than a brief biography, this page is your opportunity to provide insight for prospective clients into how you operate and what makes your firm unique.
The words you include on this page matter, and you may feel stuck on what to write. While there is plenty of room for creative freedom here, there are some components to include on your law firm’s About Us page and ways to ensure your language is found by and resonates with your most ideal prospects.
The Purpose of a Law Firm About Us Page
Typically, the About Us page is one of the most visited pages on a business’s website.
Picture this: a prospective client is going through a very stressful time and they know they need legal support as a next step. They’ve been anxiously swirling about reaching out to a legal firm because they don’t want to feel dumb, they don’t want to be ignored, and they need validation that what they’re experiencing warrants legal attention.
When a prospective client researches which law firm to hire, they’re wondering, “Are you the right fit to help me?”—your About Us page should answer that question.
This is one of the best places on your website to display your personality. What do you care about the most? What is unique to your firm?
When a prospect inquires with a law firm, they’re often in distress. They need support with something deeply personal, and they want to solve their problem while feeling seen, heard, and respected. They must have a level of trust built before reaching out to your firm, and your About Us page is the perfect opportunity to build that trust.
This is why it’s so important to show your humanity on this page. You want a prospect to read through and immediately know they’re in good hands with your firm.
The goal is to make this clear: this is a legal firm run by empathetic humans who know what they’re doing and understand what you’re going through.
What to Include on Your About Us Page
There are a few key sections to include on your About page to emphasize who you are, what you do, why you do it, and the level of care you provide for your clients.
Your Origin Story
Storytelling is a powerful tool for cultivating a connection with your prospects. Think about what initially piqued your interest in your specific field of law. Did you have a personal experience that inspired you to pursue your focus area? Did you notice something in the industry that didn’t sit well with you, so you opened your law firm to do things differently? This is a space to briefly tell your story.
Mission Statement
Every law firm stands for something. What is the impact you make for your clients? Consider the one, underlying goal you have for all of your clients and the values that guide your work. This mission statement should be at the heart of everything you do for your clients.
Client Testimonials
Including some client testimonials (even if anonymized) on your law firm’s About Us page is a way to add credibility to your website. This doesn’t have to be a large section, but sharing positive words about your client experience here goes a long way. Be sure to check the advertising rules for your jurisdiction before including testimonials.
Headshots of You and Your Team
The work you do is personal, and a prospective client wants to know who you are before inquiring. Instead of using generic stock photos, include headshots of you and your team members. Then, they’ll be able to put a face to a name and connect with you before even picking up the phone.
Even better? Include candid or natural-posed photos of your office and team that show the less polished version of your firm. Have an office dog? They should be on the About page, too.
Photos give prospects another way to build trust and to visualize themselves working with your firm.
Outline the Process
People like to understand how something will look before they commit to it. Give prospective clients a high-level 3-step process to help them take the next step.
For example, it could be:
- Step 1: Book a consultation call: This is a free, no-pressure 30-minute call where we’ll ask about your situation and give you the chance to get to know us.
- Step 2: Discovery meeting: After you sign as a client, we’ll meet to collect all the information and documents we need to start building a case.
- Step 3: Legal strategy: We handle the mediation or litigation needed throughout your case. We’ll keep you updated every step of the way.
Of course, there are probably hundreds of smaller tasks that happen during and between each of these steps, but our brains like to picture a simple process.
Include a Clear Call to Action (CTA)
After reading through your About Us page, your prospect feels confident in reaching out to you. Make this seamless for them by providing a clear call to action (CTA).
Your CTA refers to the next step in the process—book a consultation, fill out a contact form, etc. Include a call to action button on this page, instructing them on how to take the next step.
If you’re not very clear about how prospective clients can initiate the process, they’re going to keep searching for a different firm.
4 Tips for Writing Your Law Firm’s About Us Page
1. Keep the language simple and write for humans.
The purpose of your About Us page is to build trust and connection with your prospects, so write with them in mind. Craft your words for the person who is struggling and needs the support of your firm.
When it comes to the words you write—the simpler, the better. Leave the legal jargon at the door, to avoid confusing or intimidating prospective clients. Find a balance between approachable and credible.
2. Include keywords for search engine optimization (SEO).
While you do want to write for humans first, it’s also important to include keywords for search engine optimization (SEO). SEO is how your website gets found organically by search engines such as Google.
Create a list of keywords your prospect could search for online when looking for your firm. Some examples include “family law Austin, TX” or “immigration lawyer Southern California”. Optimize your meta titles, descriptions, headings, and content to naturally include these keywords.
3. Highlight what sets your law firm apart from competitors.
Your law firm’s About Us page is the right place to display your personality and stand out among your competitors. Many law firm websites look similar, so this is your opportunity to showcase what makes you different.
What sets your firm apart? Highlight those values on your About Us page, and you’re bound to book more aligned clients who value you and your expertise.
4. Make it easy for prospective clients to take the next step.
Your About page outlines who you are, how you operate as a firm, what makes you unique, and the mission and values that drive your work. Aligned prospects are ready to learn more! Clearly indicate how they can reach out to your firm. This could be as simple as including a button that says “Book Your Consultation”.
Looking for support with building your law firm’s website?
Building a website that reflects your law firm’s unique approach takes time that many lawyers don’t have. If you’d like some support with writing and designing a website that communicates your expertise, you’re in the right place.
Click here to schedule a free consultation with Allie, the founder of Growth Story Branding. Your law firm’s website should highlight your brilliance and work just as hard as you do.
FAQs about Writing Your Law Firm’s About Us Page
There are many opportunities to showcase your personality on your website’s About Us page. Include your unique story sharing why you work in your field, how you got there, and what motivates you. Write out your mission statement and values that set your firm apart from the rest. Add headshots of you and your team to instantly build a personal connection with your prospects.
The length of your About Us page doesn’t matter as much as the content quality, but a general rule of thumb is 300-700 words. This page will likely be shorter than others on your website, but make sure it clearly answers the question, “Are you the right law firm for me to hire?”.
The goal of your About Us page is to highlight what sets your law firm apart from the rest and give prospective clients ways to align their story with your approach. Some sections to include are your origin story (why you practice your specific area of law), mission statement (what your firm strives to do for all clients), client testimonials, team photos, and a clear CTA.