Practice Area Pages: One Clear Page for Each Kind of Matter

What a good practice area page contains

A person reading a family law or wills page is usually trying to work out three things: does this firm handle my kind of problem, what happens next, and can I afford it. A strong page answers those quickly and then gives the detail. Each page we produce includes:

• An answer-first opening. Two or three sentences that say what the matter type covers and who in the firm handles it.
• The process in steps. What usually happens from first contact to resolution, written as a numbered sequence a reader can follow.
• Timing. Honest ranges where they can be given, and the factors that change them.
• Documents and information. What to gather before the first appointment.
• Costs approach. How the firm charges for this kind of work: fixed fees, hourly rates, estimates, or a mix. We do not publish numbers you have not approved.
• Who you will deal with. Links to the profiles of the lawyers who do this work.
• Questions people ask. A short list of real client questions with plain answers.
• A clear next step. Phone, form or booking link, with what happens after someone gets in touch.

How many pages you need

One page per kind of matter is a good rule, not one page per keyword. A family law practice might have separate pages for separation and divorce, parenting arrangements, property settlement and family violence orders, because a reader with one of those problems has different questions from a reader with another. Splitting further into near-identical pages for "divorce lawyer", "divorce solicitor" and "divorce attorney" helps nobody, and Google's spam policies describe pages created to rank for similar queries that funnel readers elsewhere as doorway abuse ^[1]. Our guide to practice area pages without doorways explains where that line sits.

Writing within your obligations

Practice area pages are advertising under Rule 36, so they must not be false, misleading or deceptive ^[2]. In practice that means:

• No promised outcomes and no "typical results"
• No use of "specialist" wording unless a named lawyer holds current accreditation in that area ^[2]
• Fee statements that include their conditions on the same page
• Care with case examples: anonymised, accurate, and approved by the client where needed

Personal injury pages need extra care. In Queensland, advertising for personal injury services is limited to the practitioner's and practice's name, contact details and areas of practice, with fuller statements about the operation of personal injury law and the conditions on which the firm acts, including no-win-no-fee terms, allowed only on the firm's own website ^[3]. The Legal Services Commission, which enforces PIPA, goes further: its guideline expects restricted content to be limited to existing clients or genuine enquirers, for example behind an enquiry step ^[5]. Our personal injury advertising guide explains the difference. We build those pages around that guidance and flag them for the firm's review.

How we write them

We interview the lawyer who handles each area, usually for thirty to forty-five minutes per page. That conversation gives the process, the common questions and the points clients misunderstand. We draft, the lawyer corrects, and a principal approves. If your team prefers to write, we edit for structure, plain language and consistency instead.

How they are built

Every practice area page uses the same template, so a reader who has seen one knows where to find things on the next. The template includes structured headings, a short contents list for longer pages, FAQ markup where it fits and breadcrumb navigation. Pages are tested for contrast, keyboard use and reading order against WCAG 2.2 Level AA ^[4].

Ordering pages on their own

If your site works but the practice area pages are thin, we can rewrite and rebuild just those pages within your current site, provided we can work with your content management system. We quote per page after seeing the current content.