At a glance
- 01
Marketing that fits the rules
Copy that is accurate and verifiable, with no unearned "best" claims, written with law society marketing rules in mind.
- 02
Intake that protects confidentiality
Contact forms that warn visitors not to send confidential details before a retainer and route enquiries securely.
- 03
Practice pages clients understand
Plain-language pages for each practice area, so prospective clients know quickly whether you handle their matter.
- 04
Bilingual and accessible
French versions for Quebec and federal practice, built to WCAG 2.0 Level AA accessibility.
People rarely browse law firm websites for fun. They arrive worried, with a specific problem, and want to know within a minute whether you handle it, what working with you looks like, and how to reach you. A law firm website that answers those questions plainly will outperform one that relies on stock photos of gavels and slogans.
Lawyers also face professional rules on marketing and strict duties of confidentiality. Shane builds law firm websites around both, so the site brings in enquiries without creating a professional conduct problem.
What a law firm website needs
- Clear practice area pages. One page per area, explaining who you help, common situations and what happens first.
- Lawyer profiles. Call year, practice focus, languages and memberships, stated factually.
- An easy first step. A short consultation request form and a phone number visible on every page.
- How fees work. If you publish fees, state clearly what is included and what is extra.
- Location and access details. Office address, hours, virtual meeting options and accessibility information.
Law society marketing rules
Each provincial and territorial law society regulates how lawyers market their services, and a firm website is marketing. Most rules are based on the Federation of Law Societies of Canada's Model Code. In Ontario, section 4.2 of the Law Society of Ontario's Rules of Professional Conduct says lawyers may market legal services only if the marketing is demonstrably true, accurate and verifiable, is not misleading, and is consistent with a high standard of professionalism.
The commentary gives examples of marketing that falls short, including referring to awards or rankings that are not bona fide, and terms such as "best" or "#1". If fees are advertised, they need to be clear about what is included. For a website, the practical rules are:
- Avoid "best", "top" or "#1" unless you can back it up with a genuine, verifiable source
- Only display awards and directory badges that are legitimate and described accurately
- Do not suggest outcomes you cannot promise; past results need careful context
- Make clear the site is for a law firm and identify lawyers as licensed lawyers
- If you publish fees, say whether disbursements and HST are extra
Rules differ by province and change over time, so check your own law society's current rules. Shane writes copy with these limits in mind, but the final review belongs to you.
Confidentiality and intake forms
The most common mistake on law firm websites is a contact form that invites visitors to describe their whole situation. That can put confidential information, or information from an opposing party, in your inbox before you have run a conflict check.
A better intake form:
- Asks only for name, contact details, the general type of matter and any opposing parties for conflict checking
- States clearly that submitting the form does not create a lawyer-client relationship
- Warns visitors not to send confidential details until the firm confirms it can act
- Sends submissions securely to the right people, not to a shared inbox
- Keeps tracking pixels and chat widgets off intake pages
Privacy, accessibility and language
Law firms collect personal information through their sites, so PIPEDA or provincial privacy law applies, and Quebec firms must also meet Law 25. The PIPEDA website privacy guide covers privacy policies and consent.
Ontario firms with 50 or more employees must meet WCAG 2.0 Level AA under the AODA, and clients with disabilities need to be able to reach you whatever your size. Shane can test and fix an existing site through accessibility compliance work.
Firms in Quebec generally need French content, and firms with federal, immigration or national practices often benefit from a full bilingual site. See Bill 96 and French websites.
Law firm website SEO
Law firm SEO is competitive in big cities, but the fundamentals do most of the work:
- A complete Google Business Profile for each office
- A page for each practice area and, where it makes sense, each common matter type
- Helpful articles answering the questions clients actually ask
- Fast, accessible pages with clear titles and descriptions
- Consistent firm name, address and phone number across directories
Articles and legal information pages
Articles that answer common client questions are the best long-term SEO asset a firm has, but they carry their own risks. Date each article and review it when the law changes, so an outdated post does not mislead a reader. Make clear that articles are general information rather than legal advice for the reader's situation, and name the jurisdiction they apply to. A short note on each article explaining how to book a consultation turns readers into enquiries without overselling.
If your current site is dated or hard to update, a website redesign can address structure, rules and search together.
Questions people ask
Can my law firm website say we are the best?
Generally no. In Ontario, the Law Society's rules require marketing to be demonstrably true, accurate and verifiable, and the commentary specifically flags terms like "best" and "#1". Other law societies have similar rules based on the Federation's Model Code. Describe your experience and practice focus factually instead, and check your own law society's current rules.
Can I show awards and directory rankings on my site?
Only if they are genuine and described accurately. Law society rules in Ontario point out that awards, rankings and endorsements that are not bona fide, or that are likely to mislead, contravene the marketing rule. Before adding a badge, confirm how the award is decided and whether you paid for it, and describe it plainly.
What should a law firm contact form ask?
Keep it short: name, contact details, the general type of matter and the names of other parties so you can check for conflicts. Add a clear notice that submitting the form does not create a lawyer-client relationship and that visitors should not send confidential details yet. Route submissions securely to the person who handles intake.
How much does a law firm website cost?
A custom site for a small or mid-sized firm commonly falls in the $4,000 to $10,000 range before tax, similar to other professional practices. Large practice area libraries, multiple offices, bilingual content and integrations with intake or practice management software push the cost higher. Hosting and maintenance are ongoing extras.