Strategy
Part of Law firm website marketing: the parts worth your attention
Ten law firm website marketing pages compared by the job each one does
Ten named law firm website pages, from Cooley to DLA Piper, compared by the specific marketing job each one performs for the client who lands there.
What to take away
- Ten named pages from Cooley, Skadden, Latham & Watkins, Ropes & Gray, Sidley, Covington, MoFo, Arnold & Porter, K&L Gates and DLA Piper each do one job.
- The jobs are sector context, practice routing, lawyer verification, office proof, current guidance, firm identity, event attendance, role assessment, activity proof and contact routing.
- The selection rule is one firm, one named page, one job a visitor can finish there.
- Copy the element that completes the job, not the layout around it.
Screenshots tell you which firm looks busier. Jobs tell you what to build. Law firm website marketing splits into parts you can judge one at a time, and these ten pages make a workable sample. Each firm was chosen because one page does a single job well.
The ten pages, row by row
| Firm and page | Job it performs | Observable detail | What to copy |
|---|---|---|---|
| Cooley life sciences page (cooley.com) | Sector context | One sector heading groups capability, lawyers and representative matters | The sector answer in one place |
| Skadden practices index (skadden.com) | Practice routing | An index listing antitrust, corporate, litigation and tax, each linking out | A taxonomy with no dead ends |
| Latham & Watkins people directory (lw.com) | Lawyer verification | Filters by name, office and practice; profiles give title, admission and contact route | A lawyer answer on one screen |
| Ropes & Gray offices page (ropesgray.com) | Office proof | Addresses for Boston, New York, London, Tokyo and Washington, with staffing lines | Location facts, not a map alone |
| Sidley insights hub (sidley.com) | Current guidance | Dated client alerts under named authors | A date and an author on every item |
| Covington about page (cov.com) | Firm identity | History, leadership, offices and practice structure on one page | The firm's own account of itself |
| MoFo events page (mofo.com) | Event attendance | Agenda, speakers, registration terms and access details | The terms a reader needs before committing |
| Arnold & Porter careers page (arnoldporter.com) | Role assessment | Openings, benefits, hiring steps and application route | Process detail for candidates |
| K&L Gates newsroom (klgates.com) | Activity proof | Dated press releases with named contacts | Recent work with a person attached |
| DLA Piper contact page (dlapiper.com) | Contact routing | Office locator, phone numbers and secure forms routing by location | The shortest path to the right desk |
Firm page vs job
Firm page
- Cooley life sciences
- Sector context
- Skadden practices index
- Routes by practice
- Latham people directory
- Verifies a lawyer
- Ropes & Gray offices
- Confirms real presence
- Sidley insights hub
- Maintained guidance
- Covington about page
- Establishes firm identity
Job it performs
- Cooley life sciences
- Names capabilities, lawyers, work
- Skadden practices index
- Clear taxonomy, no dead ends
- Latham people directory
- Title, admission, office, contact
- Ropes & Gray offices
- Addresses, staffing, coverage
- Sidley insights hub
- Dated alerts, author names
- Covington about page
- History, leadership, offices
What to copy
- Cooley life sciences
- Skadden practices index
- Latham people directory
- Ropes & Gray offices
- Sidley insights hub
- Covington about page
The table compares two things per page: the job it performs and the element worth taking. When a pattern fails on your own site, the fix usually sits in the visitor's journey, which is what improving law firm website marketing works through.
The rule for copying any of them
Copy the element that completes the job. Leave the rest where you found it.
A sector page earns its length by naming the work, the people and the evidence together. A biography answers one narrow question fast: is this lawyer admitted, and how do I reach them? Moving a sector introduction onto a biography slows the visitor down.
Claims on either page sit under advertising rules. California's rules of professional conduct, published by the State Bar, govern communications about a lawyer's services, including comparisons and testimonials.
Example: a sector page against a biography page
Cooley's life sciences page answers whether the firm handles a sector matter. Latham's directory answers whether a named lawyer is admitted and reachable. Both pages are strong, and neither replaces the other.
Test the pattern on your own pages
- Write the page's job in one sentence. Two sentences mean two pages.
- List the elements that finish that joba filter, a name, a date, a phone route.
- Replace the firm's facts with yoursyour practice groups, your offices, your named authors.
- Run failure cases. Turn off JavaScript, slow the connection, tab through with a keyboard, and check the structure against federal guidance on accessible websites.
- Give the page an owner and an outcome window, then read the result.
Reading law firm content marketing examples with a sceptical eye is useful practice for this. Keep the evidence record beside the decision so a reviewer can reproduce the reasoning later, long after the person who made the call has moved on.
What the comparison leaves out
A live page is not a performing page. None of the ten publishes traffic, lead volume or conversion rate, so you cannot rank them by results. Compare structure and job here, then measure your own copy against your own visitors over a defined period.
Contact pages serve visitors who already arrived. Paid channels such as Local Services Ads buy new visitors at a per-lead price, so the two belong in different budget lines and different reports.
The ten pages also age differently. An insights hub and a newsroom need an owner because dates go stale. An about page and an offices page can sit unchanged for years.
Budget and ownership questions arrive before design, and common law firm website marketing questions answers them without a sales pitch.
