What to Include on a Small Firm Website
Your website is often your first impression—and in the case of service businesses, it’s doing a lot of heavy lifting. But many small firms overcomplicate things or overlook the basics.
If you're a solo consultant, small law firm, coach, or creative professional, your website needs to do three key things: build trust, clearly explain what you do, and make it easy for people to take the next step.
Here’s what I recommend to every client
1. Say What You Do Right Away
When someone lands on your homepage, they should know who you help and what you help them with in the first 5 seconds. Your headline and subhead should do the heavy lifting. This is not the place for clever puns or mysterious branding language. Be direct.
A strong example: "I help independent consultants attract better clients through strategic branding and design."
This clarity is especially important for visitors who are scanning quickly or juggling multiple tabs. They want to know: Am I in the right place? Can this person help me? Don’t make them work for the answer.
2. Show That You're Legit
Small service businesses rely heavily on trust, so showing legitimacy is non-negotiable. But too many websites stop at a bio and a contact form. Add elements that demonstrate credibility:
Professional headshots – People want to see who they’re working with.
Bios with credentials – Highlight relevant experience, degrees, or certifications.
Client testimonials or logos – Social proof signals that others have trusted you before. Want to dive deeper into what social proof is, how to gather it, and where to use it? Check out my blog post on The Power of Social Proof.
Case studies or portfolios – Show, don’t just tell. Real examples help visitors picture what it’s like to work with you.
All of these elements contribute to a sense of professionalism and stability, especially for high-consideration services like legal advice, coaching, or business strategy. For inspiration, check out my website showcase.
3. Make It Easy to Take the Next Step
If someone is ready to reach out, your site should make that as frictionless as possible. A well-placed, clear call to action (CTA) on every page helps guide people toward working with you.
Use active, specific CTAs like:
"Book a Free Consultation"
"Start Your Project"
"Request a Quote"
Make sure these buttons are easy to find and that they lead to a well-designed contact page with a simple form. Bonus points if the contact page reinforces the value of reaching out—like including a short message about what happens next or highlighting your response time.
4. Don’t Overwhelm People
Many small firms make the mistake of adding too much—too many pages, too much text, too many menu items. This overwhelms users and muddies your message. The goal isn’t to tell people everything—it’s to get them interested enough to reach out.
What helps:
Keep your top navigation limited to 4–6 items
Use short, scannable sections instead of long paragraphs
Prioritize clarity over cleverness
Simplicity doesn’t mean boring—it means focused. If you’re tempted to add something, ask: “Does this help my ideal client take the next step?”
5. Use Visual Hierarchy Intentionally
Design isn’t just decoration—it’s a tool that helps communicate what’s most important. Use size, contrast, spacing, and layout to draw attention to headlines, calls to action, and key messages.
A strong headline at the top of a section, followed by a short paragraph, followed by a button—that’s a proven pattern that works. Avoid clutter, and give people visual breathing room.
6. Show Your Personality (Without Being Cutesy)
People aren’t just hiring a service—they’re hiring you. Your site should reflect your tone, values, and personality in a way that feels professional but real. That could mean:
A warm, confident tone of voice
Photography that feels natural and approachable
A short “About” section that sounds like you—not a corporate robot
For many small firms, personality is the differentiator. Embrace that, but keep it grounded in your audience’s needs.
Takeaways
Your website doesn’t need bells and whistles—it needs clarity, trust-building content, and user-friendly navigation. Tell people who you are, show them what you do, and make it easy for them to take action. Back it up with social proof and smart design decisions.
I specialize in websites for small law firms, consultants, and service-based professionals who need to look sharp, sound smart, and convert visitors into clients. My Rapid Website package is perfect for businesses that are ready to launch fast without compromising strategy or polish. It’s a focused, three-week process that includes discovery, design, development, and launch—ideal for folks who have their content ready and want a high-impact site on a tight timeline. If you’re ready to build a site that works, let’s talk.
