Homepage headline examples for lawyers
The headline is read in about a second, usually by someone who arrived from a search. It should confirm they are in the right place.
Ten of them follow, written for lawyers rather than filled in from a template. Your customer is someone with a problem they have been avoiding naming, and what they are weighing up before they get in touch is a bill that arrives with no warning and no way to have predicted it.
Service plus place
Contracts and review in [your town]
Use this as the safe default. It says what and where, which is what people searched for.
The outcome
[The problem], sorted — usually within the week
Use this when the result is more compelling than the service name.
Answers the worry
We quote flat fees wherever the work allows
Use this when the whole market has a trust problem.
Speaks to the customer
For someone with a problem they have been avoiding naming
Use this where naming who it is for filters better than naming what it is.
Credential-led
Lawyers in [your town] — admitted to practise in this state
Use this where the licence is the first thing people look for.
The question they typed
Need a lawyer in [your town]?
Use this to mirror the search that brought them here.
The standard
Explaining it in language the client can repeat to their spouse
Use this if your differentiator is strong enough to lead with.
Plain and unglamorous
Lawyers who turn up and charge what they quoted
Use this when your market distrusts polish.
Specialist
Just contracts and review. Nothing else.
Use this if you have narrowed and want the right people only.
With the next step in it
Book a consultation — a paid or free initial consultation, stated clearly which
Use this where the headline sits right on top of the button.
Writing for lawyers: what actually matters
What should a lawyer’s website say that a generic one does not?
Three things, in this order. That you are admitted to practise in this state. That you understand the thing people are actually worried about, which for lawyers is a bill that arrives with no warning and no way to have predicted it. And what happens next: a paid or free initial consultation, stated clearly which. Everything else on the page is decoration by comparison.
What does someone with a problem they have been avoiding naming check first?
The credential, then the proof. For lawyers it sounds like this. We quote flat fees wherever the work allows. You speak to the lawyer, not an assistant. We estimate before the work starts. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a lawyer’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with a paid or free initial consultation, stated clearly which" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining a bill that arrives with no warning and no way to have predicted it — there, specifics earn their length.
Everything else for lawyers
Homepage headline for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Personal Trainer