If your law firm’s website doesn’t have a FAQ page, you may miss out on many new leads and conversions.

There’s no doubt that your prospective clients have questions — questions about your lawyers, your services, how you work, and what they can expect.

You may be able to answer many of these questions through other web pages, but a FAQ (Frequently Asked Questions) section on your website will go a long way in improving the usability of your website.

A FAQ can provide valuable information to your clients and save you time and resources, as you’ll be fielding the same questions less often.

In this article, we’ll go into more detail about the benefits of a FAQ and how to get started.

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Benefits of having a FAQ on your law firm’s website

There are several benefits to having a FAQ on your law firm’s website.

Here are just a few.

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Saves you time and money

Think about the questions you continuously get asked by prospective clients.

Now think about how much time you and your staff spend responding to these questions.

With a well-thought-out FAQ section, you’d reduce the number of inquiries you receive and free up your time to work on more important matters, like your client’s cases.

A FAQ with comprehensive answers is invaluable. Not only can you point prospects to the page, but you’ll also be assured that, when answering questions, you’re providing the best answer as you’ve already drafted it.

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Builds your credibility and trustworthiness

A FAQ page can contribute to building your law firm’s credibility and trustworthiness.

You demonstrate your legal expertise and knowledge in your practice area by providing accurate, comprehensive answers to niche legal questions. This helps potential clients feel more comfortable working with you.

And being open to addressing client concerns increases their trust in you.

Giving away some of your legal knowledge for free can go a long way to convincing people that you’re highly capable.

And having a solid reputation for credibility and trustworthiness can make all the difference in attracting and retaining clients.

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Improves user experience

By providing easy access to the information your website visitors are looking for, you make it easy for prospects to establish trust in you and reach out.

It ultimately saves them time and effort, leading to a more positive experience when interacting with your law firm’s website.

Make sure your FAQ is organized and easy to navigate. Use clear headings, bullet points, and a logical structure to help users quickly locate the information they’re looking for.

Bonus points if you produce video content.

As a side note, make sure your website is mobile-friendly so clients can access the FAQ section from any device.

Positive UX makes potential clients more likely to stay on your website, sign up for your gated content, and reach out for a free consultation.

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Enhances your SEO

Another benefit of a FAQ section is how it can enhance your law firm’s SEO.

Search engine optimization (SEO) is the process of optimizing your website’s content to rank higher in search engine results pages. This improves your law firm’s visibility, making potential clients more likely to find you online.

It’s a good opportunity to write and publish relevant, keyword-optimized content that Google is likely to index and rank highly.

Odds are that the questions you get asked frequently are also popular questions being typed into search engines. By answering these questions in your FAQ, you’re more likely to rank highly and attract more traffic.

A FAQ can also improve other metrics search engines use to determine your website’s overall SEO, like dwell time and bounce rate.

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How to create an effective law firm FAQ section

Here are a few steps to really nail your law firm’s FAQ section.

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Identify common questions

Gather a list of the questions your clients most frequently ask you.

You likely already have a pretty good idea of what to include. But if not, jot them down over time and update your FAQ with new questions.

Another tactic would be to do some keyword research, pinpoint questions that are relevant and being typed into Google most often, and include those in your FAQ.

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Organize by topic

Once you have your list of questions, organize them by topic or practice area.

This makes it easier for clients to find the information they’re looking for and helps you create a more structured and visually appealing FAQ.

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Use clear and concise language

Your answers should be easy to understand, use plain language, and avoid complex jargon.

Not all your website’s visitors are familiar with legal terminology, so keep it simple for the best results.

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Update frequently

Keep your FAQ section up to date by adding new questions and updating existing answers on a regular basis.

Regularly updating your content helps with overall SEO, and your visitors will appreciate having the most up-to-date information.

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Provide accurate information

Your answers must be accurate, meaning up-to-date with current laws and practices in your area.

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Make it easily accessible

Place your FAQ in a prominent location on your website. We recommend linking to it in the main nav bar so it’s visible on every page.

If you have a lengthy FAQ, adding a search bar could further improve its usability.

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Tips for writing engaging FAQs

It’s just as important for your FAQs to be engaging as it is for your website copy and blog posts.

Here are a few tips to craft an FAQ that captures your audience’s interest.

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Use a conversational tone

Write your FAQs as if you’re speaking directly to your clients rather than writing an essay.

This makes your content more relatable and engaging and helps you avoid coming off as stuffy.

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Avoid legal jargon

Try to avoid using complex legal jargon that might confuse your clients.

Remember that most of your website visitors don’t have a background in law and would appreciate plain language.

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Answer proactively

When writing your FAQ answered, think proactively. That is, consider what follow-up questions your prospects might ask and address them in your answers.

This is good for SEO and demonstrates that you’re putting your client first.

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Utilize visuals and examples

Consider using additional media like videos and infographics to strengthen your answers where appropriate. These would be particularly useful when answering complex questions.

Providing real-life examples or case studies is also recommended to boost credibility and make your content more engaging.

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Link to relevant resources

If your answer involves a more in-depth topic or requires further explanation, consider linking to relevant resources, such as blog posts or articles on your website.

This provides additional value to your prospective clients and encourages them to explore more of your site’s content.

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Using a FAQ to boost your law firm SEO and conversions

With the right FAQ page, you could effectively boost your law firm’s visibility and conversion rates.

Whether you want to attract more organic traffic by ranking on Google or want to convert more of those leads into clients, a FAQ can help.

Just follow the principles above to get started.