Gyi Tsakalakis
August 3, 2011

The homepage of your website is likely to be one of the most viewed pages of content. Therefore, your homepage will have a significant impact on several important web analytics metrics including, avg. time on site, number of pages visited, bounce rate, and exit rate. So what should you put on your homepage? It is, after all, just one page.

Homepage Title

While this post will focus on the nature of the content you use on your homepage, I wouldn't be doing my job if I didn't say a few things about important HTML tags. Among these, your homepage's title is probably the most important. It is the strongest on-page signal to search engines. It tells them what your site is about.

In addition to being one of your most viewed pages, it is also likely to be a huge link magnet. As you get quoted, cited, and linked to from around the web, many publishers will choose to link to your homepage. Therefore, you want to include some of your more competitive head terms in your homepage title.

However, don't go crazy. Most web strategists will tell you to limit the total number of characters in your title tags to 70 or less. And I would suggest that, if you're able, you should go as short as you possibly can. Usually, I recommend targeting only 1 or 2 keyword phrases per pages.

Homepage Branding

Branding, as a general concept, should be included globally on your site. One widely accepted convention is to use your firm's logo or name in the upper left hand corner of each of your web pages which also links back to your homepage. But homepage branding means something more. Many people will land on your homepage from search results. Others will click links from something they read elsewhere. And others, that land on other sections of your website, are likely to eventually click to your homepage. Therefore, your homepage really becomes a primary showcase of your website.

Since it's such an important page, it's critical to establish your professional reputation as thoroughly and economically as is practically possible. Here are some items to consider including on your homepage:

  • Real Images - These might include pictures of you, others at your firm, relevant images to cases on which you have worked, and even clients. The key here is authenticity. Avoid reverting to the Flag, gavel, law books doom spiral.
  • Videos - While text is likely to remain the solid foundation of the web, video is really the future. With changes like HTML5 in the works, there is no doubt in my mind that video will become much more prominently featured throughout both the web and search engines.
  • Testimonials - Client & professional testimonial can be very good builders of trust. You should consider using both text and video testimonials. However, you need to be careful about how you use testimonials of any kind. Check with your state bar.
  • Downloads - If your firm publishes books, pamphlets, guides, etc. (and if you don't you should consider it) these should be placed prominently on your homepage.
  • Calls To Action - More generally, you should provide several calls to action on your homepage. These may include: your phone number, your email address, an email form, a free consultation form, a guide download, and a subscribe option. Think about what options you are giving your visitors to interact with your homepage.
  • Text Content - Despite all the fancy bells and whistles you can add to your homepage, the truth is, it will usually be good old-fashioned text content that will influence a visitor to take some kind action, convert into a new client inquiry, and eventually become a new client. Be very critical of your homepage content. Think about how you answer your visitors' questions, solve their problems, or entertain them. If you can't provide one of these purposes, it's likely they'll bounce.
Gyi Tsakalakis
Co-Founder of AttorneySync
Notify of
Inline Feedbacks
View all comments

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

June 8, 2023
On Local Law Firm SEO Rank Tracking and Reporting

Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]

Read More
June 7, 2023
On Attribution

John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]

Read More
March 22, 2023
I asked ChatGPT to Recommend a Personal Injury Law Firm

I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]

Read More
February 17, 2023
My Take on Google Search's Guidance on AI-Generated Content & Law Firm SEO

If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]

Read More
February 16, 2023
Google Adds New SEO Best Practices for Links

If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]

Read More
February 1, 2023
Authenticity & Engagement

The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]

Read More
January 19, 2023
ChatGPT for Legal Marketing

The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]

Read More
May 26, 2022
SEO Expectations for Law Firms

How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]

Read More
May 6, 2022
Who Should Do Marketing?

And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram