Three Ways to Improve Your Law Firm’s Squarespace Website
Author’s note: This article was updated on Jan 20, 2026. It was originally published in 2019.
One of the more interesting niches I've been fortunate to work with is helping attorneys optimize and leverage their marketing with their Squarespace websites. From Squarespace SEO to full implementation of design and strategy in our Signature Implementation tier of our Alignthority® Accelerator, I've dug into a lot of attorneys' websites and have been deep in the data and trends of your industry.
After talking to one of my attorney clients recently, I got to thinking that I see a lot of the same issues over and over again on lawyers' Squarespace websites in particular.
If you’re an attorney using Squarespace, three things I encourage you to keep in mind when planning a new Squarespace website or improving what you have.
1. To optimize your website conversions, keep your law firm’s audience in mind at all times when improving or designing your Squarespace website.
Ross Law PDX
One of my favorite attorney websites I've designed on Squarespace that’s still going strong after many years!
This is a trap a lot of professional service providers fall into—and attorneys in particular. The reality is that most service-oriented businesses cannot operate on a volume basis and instead need to focus their attention on quality, well-matched clients they can do excellent work for.
Be very honest with yourself about who your ideal client is.
Perhaps it's a young professional in your city in need of a family attorney? Maybe a tech company that wants a serious, no-nonsense pro to guide them through their first commercial real estate negotiation? Or perhaps you audience is emerging entrepreneurs who you hope to work with as their businesses grow?
The more clear you are on this, the more successful your law firm’s messaging will be. In my Alignthority® methodology, we incorporate this as part of developing a laser-focused Sphere of Authority™. This clarity will inform everything from the tone of your writing (formal versus more friendly/approachable) to the imagery you choose and even the structure of your homepage.
Here’s what a clear Sphere of Authority™ looks like in action. When we redeveloped Portland attorney Jeremiah Ross' website, I kept in mind that two things:
That when he introduced himself one of the first things that he mentioned was that he was a laid back surfer; and
That his client base was people who never thought they'd need a personal injury attorney.
So, with that in mind, we made his site look and feel a little different from other attorneys' websites. In fact, we didn't even look at lawyers' websites for inspiration—instead, I spent a lot of time looking at local real estate sites, outdoor magazines, and lifestyle businesses for inspiration.
My advice for honing in on your small law firm’s audience:
Sit down and write out the qualities of your ideal client. What do they like? What do they care about? Where do they shop? The answers to these questions will help you clarify just who your audience is and the visuals, tone, and structure they will respond to.
This also means that there's value in being a smidgen aggressive in terms of your design ethos and your messaging—being too vanilla in your design direction and messaging can result in a website that doesn't speak to anyone, and that doesn't serve your business. Your goal in the modern era of marketing should be to be memorable and compelling. If you look like everyone else, all your audience has to compare is pricing, and that’s doing business on hard mode.
2. Make scheduling a consultation or paid appointment with your law firm easy. (Squarespace makes this simple.)
Modern consumers are impatient and seek instant gratification. While this may not be the best thing for the world, it’s a reality all of us are dealing with when we’re doing business online.
Fortunately, Squarespace makes implementing online appointments and even paid services very easy to manage and implement.
KNB Counsel Business Law Firm Squarespace Website
We supported KNB Counsel in their relaunch via our Alignthority® Accelerator. This firm needed to look different, as they worked differently, with flat fee and subscription legal services that make it easy for businesses to say “Yes” to fractional legal counsel.
Acuity (I’m a Squarespace/Acuity affiliate and Circle member) is integrated seamlessly within Squarespace, so you don’t need to mess with fussy plugins or third party integrations like your colleagues on WordPress. If you've worked with me, you've probably used my online scheduler to book a strategy session or schedule a brief project consultation. All of that is just two or three clicks to implement and it delights clients.
Unfortunately, the vast majority of attorneys' websites I've audited have made it exceedingly difficult to get in touch which means lost opportunities and lost revenue.
Instead, you should take a cue from other services businesses and make it simple and clear for people to schedule with you, whether we’re talking free consultations or paid legal strategy sessions.
To a certain extent I understand why you may be reluctant to allow “just anyone” to book with you—it's hard to manage inquiries and many attorneys work in very small or even solo offices without much admin support (or none at all). However, by using a scheduler such as Acuity, you're actually reducing your workload—if you commit to keeping your calendar up to date and blocking off time slots for your online calendar. You can even take payments or deposits online! (So no more tracking down folks who've missed your invoice.)
Furthermore, you can turn online scheduling into a revenue engine for yourself.
My own business attorney leads with her legal strategy sessions, not free consultations. When I first was interested in working with her, the easiest option was to simply pay her for an hour-long consultation, pick my day and time, and get some overarching legal guidance on my best next steps. As a client it felt easier even though I had to pay for the access—and this is a common story. By offering paid access, it makes it easier for potential clients to take action now, rather than filling out a form and waiting to hear back from you with follow up questions. Implementing online scheduling at your firm is a win-win for everyone!
Finally, Squarespace comes out ahead when it comes to adding a "Schedule a Consultation" button into your website navigation, so it can serve as a low-key call to action on every single page of your website. You plant the seeds over and over again with this simple integration that’s built into Squarespace.
3. Add a blog to your Squarespace website—and commit to a savvy strategy that builds your marketing funnel.
Like many professional service providers, attorneys I've worked with often have some understandable anxiety around giving away too much knowledge, as well as worries about inadvertently running afoul of their state Bar by giving what could be perceived as legal advice on their websites.
However, blogging's effect—from SEO to personal brand building—can be quite powerful, especially for a high knowledge professions like the law.
What other way to demonstrate to potential clients that you have a high level of expertise in your niche? And better yet, what better way to help potential legal clients understand that you can demystify complicated and often scary legal matters?
As an attorney, blogging can showcase your professionalism and personality, which can set you apart from other highly skilled law firms in your area. Ultimately, people hire people!
Blogging on Squarespace is dead simple and if you have a Squarespace site already, adding a blog is a relatively straight forward operation. And one of the most impressive Squarespace blogging features is that you can have multiple blogs, so if your firm handles different types of legal issues, you can get creative with hosting multiple blogs on your website, or even have members-only content akin to Substack that’s just for your client. Squarespace makes a lot possible on your blog!
What isn’t simple is the blogging strategy for your law firm.
No longer can you simply plug in keywords and skyrocket your visibility—you need to think in terms of authoritative topics and specific content approaches to ensure you’re visible to the right people, to Google, and to various generative AI models. It’s a complex equation, but solvable as well!
If you want a quick cheat code, snag my ebook, The Title Bank. There are numerous examples and explanations so you can start your blog now, even if you’re not working with a marketing strategist like me.
Ready to amplify your authority without ditching your beloved Squarespace site? Then discover the Alignthority® Accelerator!
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