Your law firm’s About the Firm page is one of the most important pages on your website. It’s often where potential clients go to learn who you are, what your firm stands for, and why they should trust you.
Whether you’re a solo practitioner or a larger firm with multiple attorneys, your About page should serve the same purpose: position your firm as experienced, trustworthy, and client-focused. But how you structure it can vary depending on the size and style of your practice.
Here’s how to create an About the Firm page that leaves the right impression, and how to make it work for your unique setup.
Start with the Firm’s Story
Your About page is your chance to tell visitors who you are and why you do what you do. Share:
- When the firm was founded
- What inspired you to start your practice
- The types of clients you help
- What sets your firm apart
Keep it conversational. No stiff, legalese-heavy language. People want to feel like they’re learning about real professionals who care about their clients.
Solo Practitioner? You’ve Got Options
If you’re a solo attorney, the About the Firm page can double as your attorney bio, telling your personal story, your credentials, and why clients should trust you.
Or, you can choose to:
- Use the About page to talk about your firm as an entity (your mission, your values, your practice focus),
- And then have a separate Attorney Bio page dedicated to your personal career, education, and professional details.
Both approaches work, it really comes down to how you want to present yourself.
For Multi-Attorney Firms: Set the Stage and Link to Your Team
If you have multiple attorneys, use the About page to introduce the firm’s identity and values. Then, direct visitors to a Meet the Team, Our Attorneys, or Attorney Profiles page, where they can learn about individual team members in more detail.
This team page usually includes:
- Headshots
- Names and titles
- Quick bios or links to full profiles
Include Trust Signals
This is a great place to highlight:
- Awards (Super Lawyers, Martindale-Hubbell, Expertise.com)
- Professional memberships
- Local or community involvement
- Media mentions (if appropriate)
These details reinforce your firm’s credibility.
Use Professional Photos
Skip the stock images whenever possible. Use professional photos of your office, your team, or even candid shots of your attorneys at work. These visuals help visitors connect with your firm on a personal level.
Wrap It Up with a Clear Call to Action
Your About page should never be a dead end. End with a clear invitation:
- Schedule a consultation
- Contact us today
- Get in touch to discuss your case
Make it easy for visitors to take the next step.
Want Help Writing or Refreshing Your About the Firm Page?
We help law firms craft websites that tell their story and build trust. Whether you’re a solo attorney or managing a large team, we can help you present your firm in the best possible light.
