Let’s be honest, most consumers have no idea how the legal industry works behind the scenes. They don’t know that some awards and badges are bought with membership fees rather than merit-based. (Looking at you Million Dollar Advocates)
But here’s the thing: your potential clients don’t know that. To them, these logos and badges make you look like a big deal. And that perception builds trust. So, while we can all have a little laugh about the marketing machine, displaying these trust signals still works, and works well.
Here’s how to make your law firm’s website feel credible and trustworthy (even if you roll your eyes a little while doing it).
Show Off Those Memberships and Affiliations
Yes, some badges are pay-to-play. But clients don’t care, they see a logo, and they think “Wow, this lawyer must be really good.” Add logos from:
- Super Lawyers
- Martindale-Hubbell
- Expertise.com
- State and local bar associations
- American Bar Association
Put them in the footer, on your homepage, and near your calls to action. They work.
Brag About Awards (Even the Participation Trophies)
Got an award or “top” listing? Show it off! Clients love these signals of credibility, whether or not they know how the sausage gets made.
- Super Lawyers selections
- Martindale-Hubbell ratings
- Expertise.com’s “Best Lawyers” lists
- Local “Top Attorney” awards or features
Bonus points if you link to the award’s site so visitors can see the “official” stamp of approval.
Include Real Testimonials (With the Right Disclaimers)
Testimonials are gold. A client saying “They really took care of me” is more powerful than any marketing line you can write. But remember:
- Keep them real and professional.
- Don’t oversell, let your clients’ words do the work.
- And absolutely include a legal disclaimer that results vary and testimonials are not a guarantee of outcome. It keeps you compliant and honest.
Share Case Results (Just Don’t Make Promises)
If your jurisdiction allows it, highlight case results to show you can get the job done. Focus on how you helped clients, not just big numbers. And yes, this calls for another friendly reminder:
- Add a disclaimer stating that past results don’t guarantee future outcomes.
- Keep it clear that every case is unique.
Invest in Professional Photography
If you really want to make your website feel credible and trustworthy, professional photography is one of the best investments you can make. High-quality headshots of you and your team, along with photos of your office or building, go a long way in showing potential clients that you’re the real deal. It helps humanize your firm and makes people feel more comfortable reaching out.
That said, stock photos definitely have their place. We use well-chosen stock images on new projects and blog posts all the time. The key is balance:
- Professional photos for your homepage, attorney bio pages, and about page, these build trust and give your firm personality.
- Stock photos to complement content on practice area pages, blog posts, and other areas where custom photography isn’t always practical.
If you can swing it, professional photography is worth it. But don’t stress, smart use of high-quality stock images still keeps your site looking sharp and professional.
Keep Content Fresh and Updated
Nothing kills trust like an outdated website. Update your copyright date, refresh practice area pages, and post to your blog once in a while. A current website feels active and professional.
Make It Easy to Contact You
Transparency builds trust. Display your phone number, address, and a simple contact form or contact button on every page. And make phone numbers and emails clickable for mobile visitors.
Want Help Making Your Website Look as Trustworthy as You Are?
We get it, you’re great at what you do, and your website should reflect that. We’ll help you highlight trust signals (even the ones you bought), write clear copy, and design a site that makes visitors feel confident calling you.
