Website optimization: The essentials every law firm needs

At Top Class Actions, we’ve seen firsthand how a firm’s digital presence impacts lead quality. With more than 2 million monthly visitors and 1 million+ newsletter subscribers, TCA connects law firms with an engaged, action-oriented audience actively seeking legal help. By combining website optimization with exposure on TCA, firms can convert more qualified plaintiffs and avoid the high costs of traditional digital ads.

As potential clients research attorneys online, they often decide within seconds whether or not to engage. That means your law firm’s website may be the first — and only — impression they get of your practice. If your site is slow, confusing or difficult to navigate, visitors may leave before ever seeing your qualifications or expertise. 

A well-structured, fast-loading and mobile-friendly site can make the difference between a visitor contacting you or moving on to another firm.

Sarah Mirando, Top Class Actions’ Director of Digital Strategy, has spent years working with web specialists, copywriters and tech experts to optimize the TCA website. Thanks to her continued efforts, TCA attracts more than 2 million site visitors every month, ensuring that the class action investigations we feature reach qualified leads. Sarah recently shared practical tips to help optimize your website and boost conversions. 

Optimizing for Speed & Mobile-Friendliness

When it comes to website optimization, two steps are non-negotiable: 

1. Ensure your site loads quickly. 

A slow website can hurt your credibility and conversion rate. Visitors may leave before the page finishes loading.  

To check your site speed, use Google PageSpeed Insights — an easy-to-use tool that shows how fast (or slow) your site loads and identifies what may be slowing it down. 

If your page is a little sluggish, here are a few fixes you can implement, even without being a web expert. 

• Compress and resize images
• Limit the number of plugins on your site
• Use a faster hosting platform 

2. Make sure your site is mobile-friendly.  

The vast majority of people search for a lawyer on their phone. If your website is not mobile-friendly, it can appear outdated and may leave a negative impression. 

Check that your layouts, forms and navigation all work seamlessly on a smartphone or tablet. 

Crafting a High-Converting Homepage

Your home page is your best opportunity to turn a site visitor into a client. To make the most of it, focus on these key elements: 

• Establish your value: Showcase what sets your firm apart — whether it is your experience, results and approach. Highlighting your unique strengths helps you stand out and will resonate with the right audience. 
• Build trust: Incorporate client testimonials, case results, attorney bios and other forms of social proof. These can demonstrate your expertise and build credibility. Just remember to follow ABA guidelines and avoid guaranteeing outcomes. 
• Make it easy to contact you: Keep your contact forms short, simple and mobile-optimized. A streamlined form removes friction and encourages visitors to reach out. 
• Follow up quickly: The moments after someone submits a contact form are critical. Send an immediate confirmation email to acknowledge their inquiry, and follow up as soon as you are able. Responsiveness builds confidence and prevents lost opportunities.

Beyond your own site, TCA helps ensure your campaign pages follow these same best practices — streamlined forms, clear messaging, and strong calls to action. This means when potential plaintiffs discover your investigation on TCA, they’re more likely to submit accurate information, reducing intake waste and improving signed retainer rates.

Placing Call-to-Actions (CTAs) for Maximum Impact

CTAs play a critical role in turning interest into action. These tell the site visitor what the next steps should be and how they should proceed. To make your CTAs more effective: 

• Strategic placement: Place CTAs in headers, mid-page and near key content areas, where visitors are most engaged.
• Clear wording: Use straightforward language such as “Schedule a free consultation” or “Get your case reviewed today” so visitors know exactly what to do. 
• Attention-grabbing design: Use contrasting colors, bold text and clear buttons that make CTAs stand out without overwhelming the page.

On TCA, every campaign page is strategically designed to guide users toward action. By combining your firm’s messaging with our tested page layouts and high-visibility placement across the site, newsletter, and social channels, we amplify your reach and increase conversions — without the uncertainty of starting from scratch.

SEO Essentials for Law Firm Websites

Search Engine Optimization (SEO) is critical for every website, including law firms. While SEO can be complex — and many firms choose to work with marketing professionals — you can still take a hands-on approach to strengthen your site.

Here are a few essentials to consider:

• Focus on local SEO: Optimize your keywords for your city or geographic area to reduce competition and improve your chances of appearing at the top of local search results.
• Start a blog: A blog not only demonstrates your expertise but also boosts SEO by consistently adding fresh, relevant content to your site.
• Use internal links: Search engines rely on internal linking to understand your site’s structure and rank it more effectively.

Tracking & Improving Performance

While you are working on website optimization, make sure you track performance through analytics. Even a basic understanding of Google Analytics can help you monitor traffic trends, identify referral sources and see which pages perform best/worst. 

You do not need to check it daily, but reviewing the data at least every six months will give you valuable insights.

Conclusion

As you optimize your website, partnering with Top Class Actions can multiply your results. TCA doesn’t just drive traffic — we deliver pre-qualified, high-intent plaintiffs who are already searching for justice. Together, we can help you sign more clients, faster, and maximize the impact of your digital presence.

Talk to our team today to start building your next campaign!