Your law firm’s website contact form is one of the most important tools for generating new leads. But just having a form isn’t enough, how you design, structure, and manage that form can make all the difference between a steady stream of quality inquiries and a trickle of spam or missed opportunities.
Here’s how to get the most out of your website contact form.
How Much Information Should You Ask For?
This is one of the biggest decisions when building a form:
- Short forms (name, email, phone, message) tend to convert better because they’re quick and easy to fill out. Great if you’re looking for volume and don’t want to scare anyone off.
- Longer forms (asking for details about their case, how they heard about you, or other qualifying questions) can reduce the number of submissions, but those who do fill out the form tend to be more serious and better qualified.
Our suggestion:
- Start with the basics (name, email, phone, message).
- If you’re dealing with higher volumes of unqualified leads, consider adding one or two qualifying questions.
Use reCAPTCHA to Prevent Spam
Spam submissions are frustrating and waste time. We recommend using Google reCAPTCHA to protect your forms without annoying your visitors. The newer “invisible” versions are seamless for real users but stop bots in their tracks.
Always Include a Disclaimer
Protect your firm and set expectations with a clear disclaimer below the form:
Contacting us through this form does not create an attorney-client relationship. Confidential or time-sensitive information should not be sent through this form.
Use a Strong Call to Action Button
Skip the generic “Submit” button. Instead, use more engaging calls to action like:
- Request Consultation
- Get in Touch
- Send Message
- Let’s Talk
A more human call to action feels inviting and helps conversions.
Design Matters
The form should:
- Match the style and colors of the rest of your site
- Look clean and professional
- Be mobile-friendly and easy to fill out on any device
A clunky or ugly form is a conversion killer.
Integrate with Your CRM or Practice Management System
If you’re using a CRM or a practice management tool, we can often set up your form to send submissions directly into that system. This avoids double data entry and makes it easier for your team to track and follow up on leads.
Email Deliverability: Don’t Rely on One Person
All form submissions should be emailed to at least two people at your firm. Why?
Because if submissions go to just one person and that email ends up in their spam or junk folder, leads can easily slip through the cracks. Multiple recipients create a safety net, if one person misses the notification, someone else can catch it.
But there’s more to it than just who gets the emails. How those emails are sent matters too.
We strongly recommend using an SMTP (Simple Mail Transfer Protocol) service instead of relying on the default WordPress mailer. Why? WordPress’s built-in mailer is notoriously unreliable. Emails are more likely to get flagged as spam or not delivered at all.
That’s why we use and recommend SendGrid. It’s a trusted SMTP service that improves deliverability and keeps your contact form submissions from getting lost in cyberspace. We include SendGrid setup and support with all of our website maintenance plans, so you don’t have to worry about it.
We can also configure your forms to send to multiple email addresses, and we highly recommend doing so.
Send Confirmation Emails to the User
Sending an automatic confirmation email isn’t required, but it’s a good practice. It reassures the user that their form went through and can reinforce next steps. Typically, this email can echo the messaging on your thank you page:
Thank you for contacting [Firm Name]. A member of our team will be in touch shortly. If your matter is urgent, please call us directly at [phone number].
Use a Thank You Page (Not Just a Confirmation Message)
After someone submits the form, always redirect them to a dedicated thank you page. Why?
- It looks far more professional than a simple pop-up confirmation.
- It allows you to set clear expectations (how soon they’ll hear from you, who will reach out, and what they can do if it’s urgent).
- It enables conversion tracking in Google Ads and Google Analytics so you can measure performance.
Want Help Optimizing Your Contact Form?
We help law firms build contact forms that work, from design and functionality to CRM integration, deliverability, and conversion tracking. If you’re not sure whether your current form is doing its job, we’re happy to take a look and help make improvements.
