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Chapter 2/6

Law Firm Website Design Principles

Law Firm Website Design

5 min read

Principles of Beautiful Law Firm Website Design

First impressions are important. In the online world, it takes someone only 50 milliseconds to form an opinion about your website based on what they see. It’s simple: your site needs to look great.

Beautiful law firm web design goes a long way. For example, check out one homepage from our 2023 Best Law Firm Website Contest winners to see what we mean. The yellow on Cameron & Kane’s page POPs! The page has a very clean, sleek feel.


We’ll cover more details on making a jaw-dropping site in a second. First, let’s cover the basic pages every firm needs.    

The Basic Pages Your Law Firm Website Needs

To fulfill the purpose of communicating your unique value proposition and providing information about your firm and your services, there are a few basic pages you must have on your website. Yes, we are sure that some firms could break from the norm and be successful, but law firm web design is generally about communicating ideas in the simplest way.

These pages include:

  • Home. This page is probably the first place your visitors will land. It’s the best place to capture your audience’s attention and make a great first impression.
  • About. The About page should communicate your vision, values, and the story of your firm. This is a great place to show what makes you unique from other law firms in your practice area.
  • Bio. The Bio page is about you, why you do what you do, who you do it for, and how you help your clients specifically. Make this interesting and read like a story. Remember: you’re writing this for potential clients, so consider what they will think is important.
  • Services. The Services page is all about the services you deliver and how they benefit your clients. Keep in mind your value proposition from Chapter 1. It is unlikely that a laundry list of all available services your firm could provide would be helpful.
  • Contact. One of the most important pages on your website, the Contact page, gives your visitors the chance to reach out to you for more information. Many times, “Contact Us” will be your call to action, so this should be your last pitch, not a throwaway page.

Law Firm Web Design Principles

Law firm website design refers to the aesthetics of a website or the visual aspects involved in website creation. It includes the creation of the overall layout from images to text. Law firm website design can make or break your online presence. 

To make a great first impression using your website design, it’s critical to follow a few law firm website design principles. 

Keep it simple

All the design features on your website should serve a purpose. A cluttered design makes it difficult to consume your content. Don’t leave your audience searching through piles of graphics and visual elements. Keep your design simple.

In the example below, AEON Law does an excellent job showcasing how to create a robust and dynamic website. The creativity of their clients are front and center with a clear CTA as soon as the homepage loads. Through a few scrolls, you can easily see AEON Law’s services, intended clients, and easily get connected.


Use Images to Tell a Story

Images draw people in (who wants to read a bunch of boring text?). An image can tell a story in an instant. Images can trigger emotions or memories. They can keep your site from being boring. Background images can create an atmosphere or give a visitor an immediate impression of what your site is about.

We love the way Mason PC’s site cleverly uses a picture of super-cute dogs to show why you need to protect your brand.

Homepage website design for Mason PC Law Firm

The image on Brown Glier Law’s website tells you immediately what they do.

Immigration Attorney Homepage Website Design

Bertram’s site is clever with showing their motto through the image of a yellow bird outside its cage right as you enter their homepage. It is not only a fun conversation starter, but an image that visitors will easily remember. Their playful and fun colors also contribute to their overall vision and motto of being a different kind of law firm.

Bertram Law Firm homepage web design

Create Easy to Follow Navigation

We’ve said it before, and we’ll say it again: create easy-to-follow navigation and place it near the top of your website. This helps your audience find what they’re looking for quickly.

Here, Biller & Kimble keeps their logo in the center with links at the top of the page that are easy to read and follow. They also make it extremely easy to “get started.”


Follow Web Design “F” Pattern

Most users follow an “F” pattern when reading content online. This means they read the top of the page first, down the left-side and then across the page again. Anything you want your audience to notice first should be in the top right-hand side of your page (such as your logo). The rest of your elements should follow the pattern.

In the below example, Gilormo Injury Law takes advantage of this by putting the “Free Consultation” form and “What’s My Case Worth” both in the upper right corner of the page.

Gilormo Injury Law homepage website design follows F pattern

Emphasize Readability

Use plenty of white space (also known as negative space) and spread visual elements out across the page. Use headings in your text and easy-to-read typography. Use readable font sizes. A 16px font is best for main body text.

Check out the site for OFT Law, a food poisoning law firm focused on handling food injury cases nationwide. This is a solid example of how to effectively market a highly specialized niche practice. While it has clean, simple graphics, and photos for the front page, the site also leans heavily on promoting the firm’s expertise.

OFT law firm website design focuses on expertise

Stay on Brand with Your Website Design 

Your law firm website design should communicate your brand. It should use your brand colors and your logo and be filled with images and elements that are consistent with your message. We recommend creating a brand style guide to use for designing your website and any future content.

Some Elements of Branding Style Guides include:

  1. Brand Colors. Be sure to include a primary, secondary, and highlighting color in your brand. Think about the feelings you want to invoke.
  2. Brand Font Families. Typography can bring more than just readability to a site. Be sure that your font choices convey your brand and are used consistently.
  3. Brand Voice. Your brand voice creates a feeling about your firm. Should you be approachable, knowledgeable, empathetic, aggressive, or even aloof—or some combination thereof?

This website for solo practitioner Tycha Kimbrough is a terrific example of how to brand yourself through clean design and good content marketing. Through Tycha’s high-quality images and background, it’s easy to get a sense of what it would be like to work with her. Highlighting the attributes of one individual is key for a solo attorney and this site makes Tycha seem approachable while emphasizing her background and expertise.

Tycha Kimbrough Law Firm website design clean branding for solo firm

We hope these examples inspire you to go beyond gavels, columns, and thick, leather-bound books on your site. Lawyers can be creative and visually appealing, too!