Designing Your Website – IFTS, Inc. Blog

How to Create Compelling Legal FAQs That Attract High-Value Clients

Are you answering the same legal questions over and over again? What if those repetitive questions could become one of your most powerful client attraction tools?

Well today you’ll learn exactly how to identify, structure, and leverage legal FAQs that your ideal clients are actually searching for—not just what your competitors think they’re searching for.

The Three Critical Mistakes Law Firms Make with FAQ Content

Most law firms unintentionally sabotage their FAQ efforts by making three major mistakes:

Answering questions that are too technical.
Dense legal explanations overwhelm readers and push them away.
Using legal jargon that confuses potential clients.
Potential clients don’t speak “legalese.” If your language feels intimidating, they’ll bounce.
Failing to create an emotional connection.Without empathy, your answers feel cold—and potential clients won’t take the next step toward hiring you.

Why FAQs Outperform Other Types of Marketing Content

In my experience working with law firms, well-crafted FAQ content consistently outperforms other forms of marketing.

Attorneys who build strategic FAQ systems report:

Higher engagement from potential clients.
Better conversion rates compared to traditional blog posts or ads.

Why? Because you’re directly addressing the specific, real-world concerns people have when deciding whether to hire an attorney.

Introducing the FAQ Formula

To create FAQs that truly attract high-value clients, use what I call the FAQ Formula:

Empathy → Education → Example → Call to Action

Let’s break it down:

Step 1: Identify High-Intent Questions

Not all questions are created equal. Focus on high-intent questions—the ones people search when they’re close to hiring an attorney.

Instead of answering, “What is personal injury law?”, answer:

“How much is my car accident case worth?”
“Should I accept the insurance company’s first offer?”

These types of questions show the person is already in decision-making mode, not just casually browsing.

Step 2: Craft Answers that Convert

Each answer should follow this flow:

Empathy: Acknowledge the emotions behind the question.
Education: Clearly explain what they need to know, in plain language.
Example: Share a quick (anonymous) story that shows your experience.
Call to Action: Offer a helpful next step without sounding pushy.

For example:

Weak answer:
“Divorces typically take 6-12 months depending on complexity.”

High-converting answer:
“We understand the uncertainty around divorce timelines can be stressful—you’re trying to plan your future while everything feels on hold. In Pennsylvania, uncontested divorces usually take 3-6 months, while contested divorces can stretch to 12-18 months.
Recently, we helped a client complete their moderately complex divorce in just 4 months through strategic mediation, saving thousands in litigation costs. If you’d like a more specific timeline for your situation, our Divorce Timeline Assessment can help clarify your next steps.”

See how much more approachable—and persuasive—the second answer feels?

Why (and How) You Should Distribute Your FAQ Content Everywhere

Once you create your FAQ content, don’t stop at posting it on your website.

Maximize its reach by sharing it:

On your website (for SEO)
As a video on YouTube and Rumble (to build trust)
As short social media posts on LinkedIn, Facebook, Instagram
In email newsletters
On your Google Business Profile

One great FAQ can become five or more pieces of powerful marketing content.

Why Now Is the Perfect Time to Start

You might be thinking, “I don’t have time to create all this content.” That’s exactly why most lawyers aren’t doing it effectively—which leaves a wide-open opportunity for you to stand out.

If you’d like a shortcut, grab our free guide:

60 High-Converting FAQ Templates for Lawyers — including templates across multiple practice areas and the exact formulas for structuring answers that attract high-value clients

How to Set Up a Review System like Birdeye or ReviewLead using GoHighLevel Automation: Step-by-Step Guide

Collecting customer feedback is essential for any business that wants to grow and build credibility. Reviews not only help potential customers make informed decisions but also improve your business’s reputation. But manually managing reviews can be time-consuming. That’s where automating the review process comes in. In this blog, we’ll walk you through setting up an automated review system in GoHighLevel to streamline feedback collection, manage negative experiences, and boost your positive reviews.

Let’s dive into the step-by-step process of setting up this system to automatically gather and manage reviews for your business.

Creating a Custom Review Link

The first step to automating your review process is creating a custom review link that you can share with your customers. This link will direct them to your review page.

Log into your GoHighLevel account.
Navigate to Settings and click on Domains.
Add a subdomain specifically for reviews. We recommend using something like reviews.yourdomain.com.
Verify the DNS settings with your provider (e.g., GoDaddy, Namecheap) by adding the required CNAME record. Once verified, your domain is ready for use.

Designing a Thumbs-Up/Thumbs-Down Review Page

Next, you’ll need to create a simple review page where users can indicate if they had a good or bad experience. This will allow you to filter feedback based on customer satisfaction.

Go to Sites > Websites and create a new page.
Design the page with two simple buttons: Thumbs-Up for positive feedback and Thumbs-Down for negative feedback.
Add a thank-you message above the buttons, expressing appreciation for their time.

Example text: “Thank you for choosing us! Your feedback helps others find trusted businesses like ours.”

Redirecting Positive Reviews to Google

If a customer clicks on the thumbs-up button, you’ll want to direct them to leave a review on your Google Business profile.

Go to your Google Business Profile and copy the direct link for leaving a review.
In GoHighLevel, select the thumbs-up button, set the action to open a URL, and paste the Google review link.
Save your changes.

Now, anytime a customer has a positive experience, they’ll be directed to leave a review on Google!

Creating a Bad Experience Feedback Page and Staying Google Compliant

One of the most important steps in building an automated review system is handling negative feedback effectively. For this, GoHighLevel allows you to create a separate page for customers to share their bad experiences, ensuring you receive private feedback and maintain Google compliance.

Step 1: Create a "Tell Us About Your Bad Experience" Page

After setting up your main review request page, it’s time to add a dedicated page for customers who didn’t have a positive experience. Here’s how to do it:

Navigate back to Websites in GoHighLevel, and select the Request Review site.
Create a new page named “Tell Us About Your Bad Experience.” You can create the URL path as something like /sorry/tell-us-more to keep it simple.
For the design, start with a blank, full-width layout. Add a single-column section where you’ll include your logo and a headline, such as:
- “Please tell us about your experience with our company.”

Step 2: Add a Feedback Form

ext, you’ll need to collect detailed feedback about their bad experience. Here’s how to add a form:

Add a form element to the page that asks for basic information, such as First Name, Last Name, Phone, Email, and a multiline text box for them to describe their experience.
Customize the form’s submit action by selecting Form Builder, then under Options, set up a message that thanks the customer for completing the form. Example message:
- “Thank you for taking the time to share your feedback. A member of our team will be in touch shortly.”

This ensures the customer feels heard and reassures them that their concerns are being addressed.

Step 3: Linking the Bad Experience Option

After creating the feedback page, link it to the “I had a bad experience” button on your main review page. Follow these steps:

Copy the URL of your bad experience page.
Edit your main review request page, go to the “I had a bad experience” image, and set the action to go to website URL.
Paste the URL of the bad experience page and save your changes. Now, when a customer clicks on “I had a bad experience,” they’ll be directed to your feedback form.

Step 4: Staying Google Compliant

Google requires that all customers, including those with bad experiences, be given the option to leave a public review. To comply with this:

On the bad experience page, add a text link at the bottom that says:
- “No, thank you. I would like to leave a review.”
Link this text to your Google review page. Be sure to open the link in a new window, so customers don’t lose their place on your feedback form.

Step 5: Publish and Test

Once you’ve set up everything, preview your pages to ensure they function correctly. Customers should be able to navigate smoothly between the review request page and the bad experience page. For the final step, publish your changes and test the system.

With this setup, you’ve created an effective way to privately manage negative feedback while still complying with Google’s requirements for review collection.

By ensuring that negative feedback is handled internally while still allowing customers to publicly review your business, you can address concerns privately and maintain your reputation. This is a critical component of building trust with your customers and ensuring you’re continuously improving.

Creating Review Request Automations

Now that your review pages and forms are set up, it’s time to implement automations that will simplify the process of collecting reviews. Automations help you send reminders and requests without manual effort, ensuring that you stay engaged with your customers and gather more reviews.

1. Creating the Review Request Emails and SMS

To keep your review requests polite but effective, we recommend sending three emails and one SMS over the course of a few days. Here’s a breakdown of what each email and text message should include:

Email 1 (Day 1):
Subject: Thank you for placing your trust in us
Body:
- Thank the customer for their business and offer to answer any questions they may have.
- Ask them to take a moment to leave a review and provide a direct link to the review page.
- Example: “Would you take a moment to review us at the link below? Your review will help others find the best service for their needs.”
Email 2 (Day 3):
Subject: Just a reminder and a thank you
Body:
- Remind the customer about your review request and thank them again for their trust.
- Reiterate how their review will help others in the market find your services.
- Include the review link again.
Email 3 (Day 6):
Subject: One last reminder
Body:
- Let the customer know that this is the final reminder and that you won’t send any more review requests.
- Provide the review link and mention how their feedback helps others.
SMS (Day 1):
Message:
- Keep it short and simple: “Hi, [Company Name] here. Just wondering if you could take a moment to leave us a review. [Insert Link]”

Each email and SMS should include a review link to make it easy for customers to click through and leave their feedback.

2. Automating Review Requests

Now that your messaging is ready, it’s time to build the automations in GoHighLevel:

Step 1: Create a Workflow
Go to Automation > Create Workflow, and start from scratch. Name this workflow something like “Review Request Automation.”
Step 2: Trigger the Workflow
You can trigger the workflow by adding a tag to the customer’s profile after they’ve completed a service with you. For example, you can create a tag called “Request Review.” When the tag is added, the workflow starts.
Step 3: Send the SMS
Once the workflow starts, send the first SMS message, asking the customer to leave a review.
Step 4: Wait for 15 Minutes
Add a 15-minute wait to see if the customer responds by clicking the review link. If they do, the automation ends. If not, proceed to the next step.
Step 5: Send Email 1
If the customer hasn’t clicked the link in the SMS, send the first email request with the review link.
Step 6: Wait for 3 Days
Wait for three days to see if the customer clicks the review link in the email.
Step 7: Send Email 2
If they haven’t left a review yet, send the second email reminding them to review your business.
Step 8: Wait for 3 More Days
Wait another three days to give the customer time to click the review link.
Step 9: Send Email 3
Send the final reminder, letting the customer know it’s their last chance to leave a review.

3. Creating Trigger Links

To stop sending review requests once a customer has completed a review, you need to create trigger links:

Step 1: Go to Marketing > Trigger Links, and add a link to your review page.
Step 2: Name the link something like “Request Reviews” and save it.
Step 3: Use this trigger link in your emails and SMS messages. When the customer clicks on it, the automation will stop sending further review requests.

4. Internal Notifications for Bad Experiences

Finally, set up a separate workflow for handling bad experiences:

Step 1: Create a new workflow called “Bad Experience Submitted.”
Step 2: Set the trigger as the submission of the bad experience form.
Step 3: Assign an internal notification to alert your team when someone submits the form. The notification can include the customer’s name, email, phone number, and their feedback so your team can follow up quickly.

Launch Your Review Request System

Once you have your workflows, trigger links, and messaging set up, your automated review request system is ready to go. Now, you can start tagging customers and collecting reviews effortlessly, all while handling negative feedback with care.

With everything in place, your business will enjoy more customer reviews and valuable feedback, which can help boost your online presence and improve customer satisfaction!

Attorneys – Elevate Your Online Presence By Removing These NINE Key Elements From Your Law Firm’s Website

Are you tired of your website feeling more like a legal labyrinth that requires a map and guide than a client-friendly portal?

Are visitors on the site lost in a sea of legal jargon, unable to figure out what action to take?

Do you always have to tell people where information is on your website rather than them easily being able to find it?

Well, you are in the right place because your law firm website makeover starts now.

Picture this: a website that not only showcases your legal abilities but also captivates online visitors from the moment that they land on your site. Imagine a digital platform that not only informs, but engages users, turning them from information seekers to eager clients that want to pay you for your services.

In today’s fast-paced digital landscape, where you get 50 milliseconds for a person to judge your website, make it count. Your site is your virtual storefront, your best salesperson and your online greeter all rolled into one…it’s also your ticket to reaching a broader audience full of potential clients.

Here’s the kicker – in order for your website to thrive in the competitive world of online legal marketing, you have to ditch outdated tactics and embrace a fresh approach that speaks directly to your target audience.

So, if you are prepared to say good-bye to cookie-cutter sites and hello to an amazing new website that gets you clients, let’s get started! It’s time to unleash the power of your legal acumen and make a lasting impression in the digital realm.

So, what are the 9 elements that you need to remove from your law firm’s website to accomplish all of this?

Element 1 To Remove - Unclear Brand Messaging

Make sure that your homepage communicates your firm’s specialty in a succinct way, right at the top of the page. Don’t make site visitors guess what you do. They need to know immediately that they are in the right place with the right firm.

Avoid using vague headlines like “Leading Law Firm” or “We Get You Legal Results Fast”.

Instead, opt for more descriptive statements such as “Expertise in Corporate Law For Startups” or “We Take Women Through Every Step Of A Divorce”.

If you can call out your ideal client and how you will help them, you will have great messaging that makes them want to learn more and stay on the site.

Element 2 To Remove - Ambiguous Navigation Labels

Site visitors need to know where to go on your website intuitively.

Instead of having a page that lists out all of your areas of practice, create one page per practice area. Not only does this make navigation easier, but it helps with your website’s SEO as well by having keywords in the menu.

You should also do this with the areas that you serve. Instead of having one page that talks about your service area, create independent pages for each of the cities or towns. This makes it much easier for a site visitor to know that your firm is in his or her area and can help.

Element 3 To Remove - Generic Subheadings On Website Pages

Get the attention of your visitors with specific subheadlines that engage them immediately.

You want them to say “This firm is for me” when they are reading the text on your site.

Instead of using a header like “Our Services”, try something more descriptive like:

“Comprehensive Family Law Representation”
“Strategic Criminal Defense Tactics”
“Starting A Business in 7 Steps”

When you make the subheadings specific, it allows a site visitor to self identify as a potential client.

In addition, more specific subheaders are great for telling the search engines like Google what your firm does and should help with your site rankings.

Element 4 To Remove - Slideshow Overload

Avoid overwhelming your visitors with excessive slideshows with multiple slides.

Streamline your pages to highlight key services or unique selling points effectively. Important information should not be hidden in a slide that someone has to wait for.

Not only that, but slideshows do not do well with accessibility for anyone accessing your site with a disability, so they may not get the information that they need.

Our bodies are hardwired to react to movement, so if you have a moving element on your website, it’s distracting. You never want anything on your website to distract from your messaging and stop someone from hiring you.

Element 5 To Remove - Inauthentic Imagery

Yes, stock images with pretty people and perfect lighting make your website pretty for YOU to look at. Your web designer probably thinks that it is pretty too.

However, it comes across as really inauthentic and boring.

When people are looking for a lawyer, they want to be able to see YOU and your team. People hire people, they don’t hire businesses. They want to make a connection. Stock images make it impossible for a potential client to make a connection.

It doesn’t matter if the lighting is a bit off or you need to lose those extra 5 pounds, an authentic picture comes across as a human that they can trust.

Build trust with potential clients by using authentic images that reflect your firm’s identity. Replace generic stock photos with genuine pictures of your team, office or clients (with consent of course) to convey credibility.

Bonus points if you let them know just a bit about your personal life, like sharing a picture of your dog or you at a local baseball game. You’d be surprised by how many people connect with you in that way.

Element 6 To Remove - Social Media Distractions

Have you ever noticed the websites that have the firm’s social media icons at the top of the page above the menu?

Well, I can guarantee you that they are losing more traffic than they would like.

By putting the social icons at the top of the page, you are just begging your visitors to click off of your page…and get sucked into the attention time sink that is social media. By the time that they are done checking their notifications and seeing the latest Reels, they may have completely forgotten that they started at your website.

Minimize this distraction by moving the social media icons to your footer and on your “Contact Us” page. This prevents visitors from being redirected away from your site and maintains their focus on your legal services. It also puts your social media pages at an easy to find spot.

Element 7 To Remove - Outdated Content

Keep your website relevant by updating or removing outdated content.

If your blog templates have dates on them, remove them. If the date is important, put it in the title or the text.

Most legal articles will be evergreen, so you don’t want people to click away because the article is 10 years old. If it’s still good information, they should read it. Don’t make it easy for them to dismiss.

Element 8 To Remove - Unreadable Content Blocks

Which paragraph looks easier to read?

I think that most people would agree that Option 2 is much easier to read than option 1. It has whitespace and gives the eye somewhere to rest.

Improve readability by breaking up dense paragraphs. Some of the ways that you can do this include:

Shorter sections
Utilizing bullet points
Use easy to understand headlines
Highlight or bold key points that you want to draw the eye to

See what I did above? I just made that easier for you to read by breaking it up into bullet points.

You want to do your best to enhance the user experience by making information more digestible and accessible. 79% of people scan new pages that they come across, so the text needs to be formatted to grab their attention. Blocks of text just won’t work.

Element 9 To Remove - Excessive Legal Jargon

Simplify your website’s language by eliminating excessive legal jargon that may alienate or confuse visitors.

Yes, your content may sound “legal” or impress your colleagues, but that’s not who your website is for.

When writing your content, ask yourself (just like in law school), cui bono, who benefits?

If the answer to your question is not “My potential or current clients”, you know what to do.

Instead of bombarding potential clients with complex legalese, strive for clear and concise communication that everyone can understand. Remove dense paragraphs filled with technical terms and replace them with plain language that resonates with your target audience.

By cutting through the legal mumbo-jumbo, you’ll make your website more accessible and user-friendly, ultimately fostering stronger connections with potential clients through authenticity and trust building.

You can even try a tool like quillbot to rewrite sentences with a certain reading level in mind.

What Is Next For My Firm’s Website?

In conclusion, optimizing your law firm’s website is essential for staying competitive in today’s digital landscape.

By removing outdated elements and enhancing user experience, you can create a more engaging and effective online presence that attracts and converts potential clients.

Let’s recap the nine key areas we’ve discussed:

Ensure clarity in your brand messaging and homepage headlines.
Use specific navigation labels to guide visitors effectively.
Craft engaging subheadings that capture attention and provide value.
Streamline your homepage to prioritize essential information.
Opt for authentic imagery that builds trust with potential clients.
Minimize distractions by strategically placing social media links.
Keep your website content relevant and up-to-date.
Enhance readability by breaking up dense paragraphs and utilizing formatting.
Simplify your language by eliminating excessive legal jargon.

By implementing these changes, you can transform your website into a powerful marketing tool that showcases your expertise and attracts your ideal clients.

Now, it’s time to take action!

Review your website with a critical eye and identify areas for improvement based on the principles outlined in this article. Whether you choose to make small tweaks or undergo a complete overhaul, remember that every change you make contributes to a more user-friendly and effective online presence for your law firm.

Don’t hesitate to reach out to IFTS, Inc. or call for assistance if needed.

Your website is your digital face to the world—it’s time to make it shine. Start implementing these strategies today and watch as your online presence grows and flourishes.

Here’s to a brighter, more successful future for your law firm!