Law-firm sites that show case results, not adjectives. In Toronto.

1. 01.

   Adjectives where results should be

   Every other firm says they are dedicated and experienced. None of those words convince a client. A short list of recent settlements (with figures, where ethics permit), and a clear practice area focus, beats an essay every time.

2. 02.

   Phone is not the primary call to action

   Personal-injury and immigration clients call. They do not fill out forms first. The phone number belongs in the header, in the hero, and at the bottom of every section. A contact form is fine as a secondary path, not the primary one.

3. 03.

   Practice areas crammed into one page

   Personal injury, immigration, family, and real estate are different searches with different intent. One page that lists all your practice areas ranks for none of them. Each area gets its own page with its own hero, its own results, and its own FAQ.

• Can we publish case results without crossing ethics rules?

  Yes, with care. Every provincial law society has its own rules on what counts as advertising versus reporting outcomes. We work to those rules, not around them. Settlements are usually publishable with a disclaimer; client identifiers stay off the site unless the client signs a written consent.
• How many practice-area pages should we have?

  One per area you actually want to take more cases in. Not one per area you happen to be licensed in. Personal injury, immigration, family law, real estate, wills and estates: each is a different search with a different prospective client. A focused four pages outranks a thin twelve every time.
• How do you handle bilingual or multilingual sites?

  Either as parallel French and English routes with the right hreflang tags, or as a separate French-language site if the practice is mostly Quebec. We have done both. The decision is more about which language Google should serve to which search than a technical question.
• Will the site rank against the big Toronto firms?

  For brand-name searches, no. For practice-area-plus-location searches, yes. The pattern that works for small and mid-size Toronto firms is one strong page per practice area, written for the client, plus city- and neighbourhood-modified versions where the matter is location-specific. Family law in Etobicoke, real estate law in Scarborough, criminal defence downtown. The big firms ignore that long tail because they do not need it. You should not.
• How do you handle Law Society of Ontario marketing rules?

  The LSO has rules about how firms can describe themselves, especially around claims of specialization and comparisons to other firms. We are not legal-marketing compliance experts, but we will flag anything we think is in the grey zone and ask your firm's professional-responsibility partner to weigh in before launch. Better to ask early than rewrite a page after a complaint.

Working law firms elsewhere? See the main law firms rebuild page or the Toronto hub.