Build a Law Firm Landing Page for Every Practice Area
Describe the practice area and the cases you take. Emergent builds the law firm landing page and the intake behind it, and routes each inquiry to the right person.
Build a free case review page for my injury firm that sends injured visitors with no lawyer to my intake manager in Slack.
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What Every Practice Area Page Needs
The page a prospective client reads, and the intake that decides who calls them back and when.
Intake questions for each practice area
Emergent writes the questions an intake call would ask first: the crash county for an injury case, the arrest date for a DUI. Each answer gets its own column in the intake table.
Routing by case type and county
Route each inquiry by case type and county, with a backup person for vacations. The intake manager or attorney gets a Slack message or an email, and every handoff is logged.
New inquiries in Clio Grow or your CRM
Clio Grow or any intake tool with an API receives each inquiry, tagged with its practice area and the page it came from. Nobody on the intake team retypes a lead from an email.
Copy and fee changes by message
Ask Emergent to raise the consult fee, add a Spanish version or swap the headshot. The page updates at the same address, and inquiries saved before the change stay in the table.
A separate page for each ad group
Request one page per practice area or per ad group, each with its own headline. All of them write to a single intake table that records the page and the keyword behind each inquiry.
Your firm's code on your firm's domain
Export the pages, intake table, and routing rules to GitHub on paid plans. Host them on Emergent under the firm's custom domain, which uses credits, or hand them to your IT team.
Law Firm Landing Pages by Practice Area
Injured callers with no lawyer go straight to intake
Crash victims on Marlow Injury Law's free case review page say whether they were hurt and whether a lawyer already represents them. Anyone injured with no lawyer reaches intake manager Ellen Park as a Slack direct message, with the crash county attached. Represented visitors see a polite note instead.
window.awbMockup = { injuryCaseReview: "Build a free case review page for my firm, Marlow Injury Law, for people hurt in car crashes. Ask whether they were injured, which county the crash happened in and whether a lawyer already represents them. Send anyone injured with no lawyer to our intake manager, Ellen Park, as a Slack direct message with the county. Show everyone else a polite note.", divorceConsults: "Build a consultation page for Bellweather Family Law. Before showing the calendar, ask for the visitor's name and their spouse's full name, and check both against our client list. If neither name matches, let them pick a consult time. If either name matches, hold the request for our conflicts clerk, Ruth Abara, and do not ask about the case.", willsAndTrusts: "Build an estate planning page for Juniper Estate Law with two flat fees: $950 for a will package and $2,400 for a revocable living trust. Ask five questions about the visitor's family and property, then recommend a package, with the trust for anyone who owns a home. Send each lead to our Clio Grow lead inbox with the package.", duiDefenseAds: "Build a DUI defense page for Dorsey Defense that our Google Ads point to, with a short form and our phone number. Save the ad keyword with each inquiry. Send inquiries that arrive after 6 PM to Nina Holt, our attorney on call, as a Slack direct message. Send daytime inquiries to the intake desk." };
No consult booked until the conflict check clears
Before anyone books, Bellweather Family Law's consultation page asks for the visitor's name and the spouse's full name. Both run against the firm's client list. A clean result opens the calendar. A match holds the request for the conflicts clerk, Ruth Abara, before the visitor has written a word about the marriage.
Which estate plan fits, answered in five questions
Two flat fees head Juniper Estate Law's page: $950 for a will package and $2,400 for a revocable living trust. A visitor answers five questions, and the page recommends a package by the firm's own rule, such as the trust for homeowners. The lead lands in the Clio Grow lead inbox with that package attached.
After-hours DUI inquiries for the attorney on call
Dorsey Defense points its Google Ads at a DUI page with a short form and the firm's phone number. Inquiries that arrive after 6 PM go straight to Nina Holt, the attorney on call, in a Slack message that includes the ad keyword behind the click. Daytime inquiries go to the intake desk.
How to Build a Law Firm Landing Page
A law firm landing page speaks to one kind of case and asks for one thing, such as a case review request or a booked consult. Settle the offer and the copy first, then the intake rules that decide who calls back.
A visitor searching for a divorce lawyer and one searching for a DUI lawyer expect different first questions. Give each practice area a page with its own headline and one action, such as a free case review or a paid consult.
Someone who clicked an ad for truck accident lawyers should read those words at the top of the page. Google Ads can pass the matched keyword into the page URL with a ValueTrack parameter, and the form saves it with the inquiry.
ABA Model Rule 7.2(d) asks that any communication about a lawyer's services include the name and contact information of at least one lawyer or firm responsible for it. Put both in the footer, and check your state's version of the rule.
Model Rule 1.18 limits what a firm may do with information a prospective client shares, even when the firm never takes the case. Collect the visitor's name and the other party's name first, run the conflict check, then ask what happened.
A phone number, the type of case and one qualifying answer cover most first calls. Leave the full story for the consultation, where an attorney can ask follow-up questions and explain what the firm does with the answers.
Before the first ad runs, write down who owns inquiries on weeknights and weekends, and how fast a reply should go out. Put that rule in the prompt, and the page sends each late inquiry to that attorney directly.
Once a month, go through the inquiries the firm turned down and note why, such as a practice area it does not handle or a county outside its reach. A reason that keeps coming back calls for a new screening question on the page.
Why Build Your Law Firm Page With Emergent?
Page builders stop at the contact form. Emergent also builds the intake behind it, with a conflict check and an inquiry table you own.
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Unbounce | Landingi | Wix | |
|---|---|---|---|---|
| How you build | Prompt for a campaign page | Templates and drag-and-drop, AI copy assist | Templates and drag-and-drop, AI assist | Prompt for a full site |
| Where submissions go | A database table you own, plus integrations | Unbounce lead storage and integrations | Vendor lead storage and integrations | Basic contact form to email |
| Code ownership | Full code export to GitHub on paid plans | Hosted only | Hosted only | Hosted only |
| SEO settings | Full control of the code: meta tags, schema, and sitemap | SEO title and meta description per page | Title, description, and meta tags per page; indexable by default | Meta title and description per page (SEO Basics) |
| Visitor limits | No per-visitor pricing | Monthly visitor caps by plan | Tiered by traffic on most plans | Site plan bandwidth |
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