Stop Writing Your Law Firm’s Homepage Like a Resume… Write It to Win Clients

Far too many law firms treat their homepage like a glorified resume. They lead with credentials, years of experience, bar admissions, law school rankings, and — inevitably — a sentence about “providing exceptional service.” While those things have their place (bio pages), they aren’t what your prospective clients are looking for when they land on your homepage.

Your homepage isn’t for you. It’s for them.

Think about how people actually search for a lawyer: they’re looking for answers, reassurance, and a path forward. They want to know if you understand their problem and if you can help solve it. Your homepage is your first — and sometimes only — chance to make that connection. If it reads like a resume, you’re missing an opportunity to show potential clients that you understand their needs and are ready to help.

Most importantly, people don’t hire lawyers because of your resume alone. They hire you because they trust you to solve their problem. Your homepage is your opportunity to build that trust quickly.

If you want your website to actually convert — not just exist — you need to shift your mindset. Your homepage should answer one simple question, right away: “Can this law firm solve my problem?”

The Problem With Resume-Style Homepages

Lawyers are understandably proud of their credentials. You’ve worked hard for them. But when you lead with you instead of them, your homepage becomes self-centered. resume-style pages read like this:

Founded in 1998, our firm has a long tradition of providing excellent legal services to individuals and businesses. Our attorneys have been recognized by Super Lawyers and have achieved numerous industry accolades. We take pride in our professionalism, integrity, and results.

It’s not wrong. It’s just forgettable.

What’s missing? Any acknowledgment of the visitor’s needs, goals, or fears. There’s no clear answer to, “Why should I hire you instead of the other 10 tabs I have open right now?” Without clear messaging, visitors may leave your site within seconds, looking for someone who speaks directly to their concerns.

What to Do Instead: Lead With Value

The best law firm homepages guide visitors toward action by focusing on value, clarity, and connection. Consider structuring your homepage around:

• Clear positioning: Who you help and what you do.
• Empathy for the client’s situation: Speak to their pain points, not your resume.
• Proof through results: Highlight outcomes and testimonials, not just awards.
• Strong calls to action: Tell them exactly what to do next.

Your messaging should sound less like a bio and more like a solution:

Injured? Overwhelmed? Unsure where to turn? We help injury victims across Florida recover compensation and get their lives back on track. Let’s talk about your case.

Now you’re speaking their language. You’re showing them you understand — and that you’re ready to help.

Examples of Law Firm Websites Leading with Value

Thorn Law Group

Warren | Baker LLP

Hendler Flores Law

Anthony C. Gagliano III Attorney at Law

Ready to Reframe Your Homepage?

At PaperStreet, we’ve been helping law firms write (and rewrite) better websites for over 20 years. We know how to craft messaging that resonates with real clients — not just other lawyers. If your homepage isn’t converting, we can help.

Let’s build you a homepage that works. Contact us today.