The About page is one of the most-visited – and most underused – pages on a law firm website. Done well, it turns a cautious visitor into a confident enquiry. Here is how to write one that builds trust.
Lead with the client, not the CV
Open with who you help and how, not a list of qualifications. Visitors want to know they are in the right place.
Show credibility, carefully
Experience, practice areas, courts you appear before, and genuine credentials build trust – kept factual and within BCI norms (no touting or guarantees).
Make it human and clear
- A real photo and a plain-English bio.
- What working with you is like.
- An obvious next step to get in touch.
The About page is also an E-E-A-T signal for Google and AI. Pair it with a conversion-focused site.
This article is part of Law Firm Websites & Conversion – our in-depth pillar guide for Indian lawyers.
Read the full guide →Frequently asked questions
What should a law firm About page include?
Who you help and how, factual credibility (experience, practice areas, credentials) within BCI norms, a human bio and photo, and a clear next step to get in touch.
Does the About page affect SEO?
Yes – a strong About page is an E-E-A-T trust signal for Google and AI, and it lifts the share of visitors who convert into enquiries.