FindLaw Review: Website Design & SEO for Law Firms

Jan 11, 2024

Patrick Carver

Hi, I’m Patrick Carver / CEO of Constellation Marketing

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With over 85% of Americans going online daily, the influence of search engine optimization (SEO) and website design cannot be overstated. These two elements are pivotal in establishing a solid online presence, attracting potential clients, and staying ahead, especially for law firms.

SEO is the cornerstone of online visibility, ensuring your legal practice ranks high with search engines like Google. A well-designed website is equally crucial for digital presence and establishing client trust.

Two significant players in the legal marketing domain—FindLaw and Constellation Marketing—provide comprehensive solutions for law firms aiming to enhance their presence in the digital landscape. By examining the distinctive features of each provider, we will empower you with the knowledge you need to choose the partner that best aligns with your goals and objectives.


Understanding SEO and Website Design for Law Firms


First, we must decode the essential elements of SEO and website design for law firms.


The Role of SEO in Law Firm Marketing

Law firm SEO is the backbone of online visibility, determining how prominently a practice appears in search engine results. At its core, SEO is about optimizing various elements of a website to ensure it ranks higher, ultimately driving organic traffic.

For law firms, mastering the basics of SEO involves the following:

  1. Strategic keyword placement
  2. Creating high-quality and relevant content
  3. Optimizing meta tags
  4. Crafting a user-centric website design
  5. Ensuring fast loading times
  6. Being mobile-friendly
  7. Including quality backlinks

A carefully crafted SEO strategy benefits law firms in various ways. Firstly, as mentioned, it boosts organic traffic, reducing dependence on paid advertising. Secondly, it ensures the firm is visible to potential clients when they search for legal services.

Lastly, effective SEO contributes to a law firm’s authority in its legal niche, reinforcing its expertise and attracting clients seeking specialized assistance.


Essentials of Effective Law Firm Website Design

Since 96% of people seek legal advice using a search engine, having a well-optimized website acting as your digital storefront is crucial.

Creating a successful attorney website involves a strategic blend of aesthetics, content, and functionality. The design you choose significantly affects each visitor’s perception and interaction with your website, affecting client engagement and conversion rates.

Professional Design

A visually appealing design is crucial for making a positive first impression.

A law firm’s website should convey professionalism and trustworthiness through clean layouts, high-quality images, and a consistent brand identity.

User-Friendly Navigation

A user-friendly website and a good navigation structure help visitors find the information they want quickly. Complex navigation leads to frustration and increased bounce rates. According to a survey by HubSpot, 76% of users prioritize ease of use when visiting a website.

Compelling Content

Engaging and informative content is essential to keeping visitors on your site and encouraging them to take desired actions. Quality content that addresses legal concerns or provides valuable insights establishes your law firm as an authority.

Mobile Responsiveness

A mobile-responsive design is critical because many users use cell phones and tablets to access websites. Google states that 52% of users report that a bad mobile experience makes them less likely to engage with a business.

Call-to-Action (CTA) Elements

Website CTAs are strategic prompts directing visitors to take desired actions. They create a sense of urgency and guide user engagement, turning website traffic into tangible business opportunities for your law firm.


Overview of FindLaw’s Legal Marketing Services


It’s no secret that the FindLaw website has one of the best free legal directories online today. But can the same be said for their SEO and website design services?

Stay tuned for our insights on how the company navigates the ever-evolving digital marketing realm.


SEO Services Offered by FindLaw

FindLaw’s SEO clients benefit from being included in their network of law firm directory websites, such as and These backlinks may boost your website’s Google ranking, which is a great thing.

However, our research has uncovered concerns about the sustainability of FindLaw’s SEO services, including instances where Google has penalized them for paid links. The over-reliance on their network of legal directories raises conflict-of-interest issues, as all of their law firm clients compete using the same keywords.

We also believe the agency’s keyword research needs to be improved due to a lack of significant organic search traffic. Lastly, nearly all backlinks result from directory submissions, reflecting a cookie-cutter approach to SEO services.


Website Design Solutions by FindLaw

Next up is FindLaw’s approach to website design, which often reveals a lack of attention to individualized needs, mirroring their SEO efforts. The consistent design aesthetic is applied broadly across their client base, giving rise to a noticeable similarity among each FindLaw site.

Additionally, FindLaw websites are constructed on a proprietary content management system (CMS), meaning clients can’t make any changes.

Other website management issues include the following:

  1. Potential complications with domain ownership if not purchased independently
  2. The risk of being tied to long-term contracts
  3. Challenges in reclaiming creative assets after parting ways with FindLaw
  4. Content creation often falls short of the standards desired by legal professionals

To read more about our verdicts on FindLaw, check out FindLaw Reviews: The Good, Bad & Ugly.

Real-Life Website Results from FindLaw

A FindLaw client wanted website services but faced initial reluctance from the company to create a website on WordPress. Eventually, FindLaw conceded, but the client was not allowed to host the site on their domain host. Frustrated with FindLaw’s subpar service, the attorney paid $15,000 to buy back their website from FindLaw, only to find that the company continued billing them for services even after the buyout.


Overview of Constellation Marketing’s Services


Next, we’ll provide a comprehensive overview of Constellation’s digital marketing services.

We will discuss our distinctive SEO and website design approaches and how we set ourselves apart from FindLaw.


Constellation Marketing’s Approach to SEO

Mersad Berberovic, Director of SEO at Constellation, reveals our agency’s unique approach to SEO services: “Constellation Marketing stands out in the SEO landscape with our unique, results-driven approach. Central to our strategy is a relentless focus on return on investment (ROI), ensuring our clients gain visibility and attract a high volume of organic leads.

“We don’t just aim for quantity; our method involves meticulously targeting quality leads tailored to each client’s practice area and their most desired cases. This approach ensures our clients connect with the most relevant and valuable prospects.

“Furthermore, our holistic methodology sets us apart. We delve deep into identifying and addressing the pain points of our client’s online presence. By prioritizing quick-win fixes and campaigns that rapidly generate leads, we create a foundation for sustained, long-term success.

“This approach accelerates our clients’ journey towards becoming topical authorities, securing the highest rankings for all primary targets. At Constellation Marketing, it’s not just about being seen; it’s about being seen by the right people in the right way at the right time.”


Innovative Website Design by Constellation Marketing

Our approach to website design is as meticulous as our SEO services. We begin by gathering preferences from our clients on everything from color palettes to fonts, ensuring a personalized touch.

We apply the gathered information to a proven and tested structure, strategically incorporating well-placed calls-to-action (CTAs) and meticulously arranged sections within the layout. Main sections like the “Hero,” which is the first thing users see when visiting your website, feature compelling taglines and images for immediate client recognition and trust-building.

Social proof elements—badges, awards, and reviews—grace each “Above-the-Fold” section, minimizing the need for excessive scrolling. Moving seamlessly into other areas, such as “Practice Areas” and “About Us,” we also incorporate case studies and testimonials woven with relevant keywords and high-quality content.

This comprehensive approach, curated by our Web and Design team with over 30 years of combined experience, goes beyond aesthetics. We ensure your website is attractive and functions with precision to enhance search ranking and user engagement.

Aleksandar Petrovic, Chief Technology Officer at Constellation, affirms: “Our approach is to blend structure and functionality with beautiful design—all of this is given the same attention at Constellation.”

Real-Life Website Results From Constellation

Constellation Marketing was entrusted with designing the website of Manji Law, a top immigration attorney based in Atlanta. Following collaborative consultations, the result is a website that not only meets but exceeds expectations, boasting an appealing design, swift loading times, abundant social proof, and seamless navigation.

The transformative impact of this partnership is evident in Manji Law’s impressive achievements, including a 188% increase in leads in the last quarter and an expansion of over 6,000 new keywords during the previous six months.


Direct Comparison: FindLaw vs. Constellation Marketing


Explore the distinctive approaches that each agency brings to the table and gain the knowledge needed to make an informed decision for your digital marketing strategies.


Comparing SEO Strategies

Mersad Berberovic, our Director of SEO, reminds us of the importance of SEO services, “Attorney SEO isn’t just about driving traffic; it’s about driving the right traffic. It’s the art and science of attracting potential clients seeking legal services in your practice areas.”

Here’s a side-by-side analysis of FindLaw and Constellation Marketing’s SEO approaches:

FindLaw’s SEO Strategies

  • Approach: FindLaw leverages its extensive network of law firm directory websites to provide SEO clients with backlinks, potentially boosting Google rankings.
  • Concerns: FindLaw’s SEO approach has sustainability issues, with instances of Google penalties for paid links, as mentioned above. The over-reliance on legal directories creates a conflict of interest among law firms competing using the same keywords. FindLaw’s websites often display random keywords, and a lack of significant organic search traffic indicates a need for more strategic keyword research.

Constellation Marketing’s SEO Strategies

  • Approach: Constellation Marketing adopts a unique, results-driven SEO strategy focusing on ROI. This approach prioritizes quality leads, tailoring efforts for each client’s practice area and specific case goals.
  • Advantages: The holistic methodology at Constellation stands out, addressing the client’s online presence pain points. Targeted campaigns lay the groundwork for long-term success, helping clients become topical authorities with high-ranking keywords on Google.

While FindLaw primarily relies on a network of legal directories for its SEO efforts, Constellation’s approach stands out for its focus on ROI, quality leads, and a holistic strategy. The latter’s emphasis on addressing client pain points and rapid lead generation contributes to a dynamic SEO approach, setting it apart in the legal marketing industry.


Website Design Comparison

Selecting the right agency to create your website is crucial, given websites’ pivotal role in business growth. Come along as we uncover how each marketing agency approaches website design below.

FindLaw’s Website Design Strategies

  • Approach: As mentioned, FindLaw’s website design often follows a cookie-cutter pattern mirroring their SEO efforts, resulting in a consistent design aesthetic applied broadly across their client base.
  • Limitations: Websites are constructed on a proprietary CMS, restricting clients from making changes and tying them to FindLaw’s platform. Potential issues include complications with domain ownership, risks of long-term contracts, and challenges in reclaiming creative assets post-separation.
  • Content Quality: Content creation often falls short of legal professionals’ standards, potentially impacting the website’s effectiveness.

Constellation Marketing’s Website Design Strategies

  • Approach: Constellation Marketing adopts a meticulous approach to website design, gathering client preferences on elements from color palettes to fonts for a personalized touch.
  • Execution: The gathered information is applied to a proven and tested structure, strategically incorporating CTAs within the layout. The main sections prioritize compelling taglines and images for immediate client recognition and trust-building.
  • Innovation: Social proof elements are included in the “Above-the-Fold” section, reducing the need for excessive scrolling. Other sections seamlessly integrate case studies, testimonials, and high-quality content.
  • Advantages: The comprehensive approach extends beyond aesthetics, ensuring each client’s website functions with precision to enhance search ranking and user engagement.

While FindLaw leans toward a standardized design, Constellation’s personalized approach and innovative elements stand out. The latter addresses aesthetic considerations while prioritizing functionality, contributing to a more dynamic online presence.


Making the Right Choice for Your Law Firm


Regarding lawyer marketing services, the decision between the well-established FindLaw and the forward-thinking approach of Constellation Marketing holds significant weight. While FindLaw boasts an extensive network, weighing the factors that align with your firm’s needs is essential.

Constellation distinguishes itself with a meticulous approach that combines creativity, technical expertise, and a personalized touch. The emphasis on quality leads, innovative design, and strategic SEO practices sets the agency apart, providing a comprehensive solution beyond the serialized approach often associated with FindLaw’s services.

Ultimately, making the right choice entails thoroughly understanding your law firm’s needs, goals, and requirements for a marketing partner.


Elevate Your Legal Marketing Journey Today


While both agencies offer distinct approaches, Constellation stands out for its innovative strategies, customized designs, and commitment to delivering impactful results.

Our comprehensive approach—as evidenced by numerous case studies—showcases the transformative success stories of law firms that have experienced unparalleled growth after choosing us. We invite you to explore these stories and consider scheduling a consultation with our experts.

Let us tailor a legal marketing strategy that aligns with your firm’s goals, ensuring a dynamic online presence that attracts, engages, and converts. Contact us today to begin your transformative legal marketing experience!

Patrick Carver

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