Content types

The four pages that
actually do the work.

Most law firm websites have plenty of pages and very few that earn anything. These are the content types that rank, get cited and convert — and what separates a good one from the version most firms are paying for.

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01 Practice area pages

The page that proves you handle this case

This is the most important page on a law firm website and usually the weakest. It is where someone lands after searching for a lawyer who handles their exact problem, and it has one job: convince them you have done this many times before.

A page that does that has to cover liability, damages, the case types you take, the injuries involved, what the process looks like, and the questions people ask before hiring anyone. That is not padding — it is the actual set of things a person needs before they will call a stranger about the worst week of their life.

Jurisdiction-specific, covered end to end Liability, damages, case types, injuries, process, FAQs Question-led headings built for answer extraction

02 Location pages

Local, or not worth publishing

Location pages have a bad reputation and they earned it. The standard version takes one template and swaps the city name, which produces forty near-identical pages that rank for nothing and insult anyone who reads two of them.

A location page works when it contains something that could only have been written about that place: which courthouse hears the case, local filing practice, the intersections and industries that actually generate claims there, how the local market differs. That takes research, which is why almost nobody does it, which is why it still works.

Court, venue and filing specifics for that jurisdiction Local case patterns, not swapped city names Built to support the practice area page, not compete with it

03 FAQ articles

The format AI cites most consistently

When someone asks an assistant a legal question, the engine looks for a page where that question appears as a heading with a direct answer underneath. FAQ-style articles are simply that shape, at length.

These are the pages that catch people early — long before they are ready to hire anyone, while they are still working out whether they have a case at all. They also feed the practice area page below them, which is where the person goes once the answer convinces them they need a lawyer.

One real question per page, answered completely FAQPage schema shipped with every piece Internally linked into the relevant practice area

04 Practice area silos

Where the compounding happens

A single good page is a page. A cluster of interlinked pages covering one practice area from every angle is an argument that this firm is the authority on it — and that is what both search engines and answer engines are actually assessing.

A silo is the practice area page, the case-type pages beneath it, the location pages for the markets served, and the FAQ articles feeding all of them. Built in the right order, each new piece makes the existing ones stronger. This is the difference between publishing content and building an asset.

Hub page plus every branch, planned as one structure Internal linking mapped before anything is written Multiple corroborating pages for answer engines to draw on

Practice areas

Written for firms in nine areas of law.

Each has its own vocabulary, its own client anxieties and its own jurisdictional traps. None of them are interchangeable.

Most competitive

Personal injury

Car, truck, motorcycle, pedestrian, premises, wrongful death. The most contested content market in law.

Criminal defense

DUI, drug charges, assault, white collar. Readers who are frightened, often on a deadline, and researching quietly.

Family law

Divorce, custody, support, modification. Long research cycles and unusually emotional decision-making.

Employment law

Wrongful termination, discrimination, wage claims, retaliation. Strict deadlines and agency procedure.

Immigration

Visas, green cards, deportation defense, naturalisation. Rules that shift with policy, not just statute.

CDL & traffic

Commercial licence defense and traffic violations, where the client's livelihood is the thing at stake.

Estate planning

Wills, trusts, probate, powers of attorney. Low urgency, high trust threshold, long consideration.

Business law

Formation, contracts, disputes, compliance. A more sophisticated reader with less patience for vagueness.

Real estate

Transactions, title issues, landlord and tenant, zoning. Heavily local and procedurally specific.

Common questions

What firms ask about legal content

What kinds of pages do law firms actually need?

Practice area pages that prove the firm handles the case type, location pages for the markets it serves, and FAQ-style articles that answer the questions people ask before hiring anyone. Those three, built as a connected cluster, do most of the work.

How long should a practice area page be?

Long enough to cover liability, damages, case types, injuries, process and the questions clients ask. In competitive legal markets that usually means substantially longer than firms expect — thin practice area pages lose to thorough ones almost without exception.

Do location pages still work?

Yes, when they contain something genuinely local: courts, filing rules, road or industry specifics, local case types. A page that swaps one city name into an otherwise identical template is the reason people believe location pages stopped working.

What is a content silo?

A cluster of interlinked pages covering one practice area in depth — a main page plus everything branching off it. It signals topical authority to search engines and gives answer engines multiple corroborating pages to draw from.

See what your market is asking.

A free content audit: the ten questions people in your city are actually asking, who has answered them, and where the opening is.

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The four pages thatactually do the work.