What Do the Best Personal Injury Law Firm Websites Do Differently? Ten Sites Scored Above the Fold

An injured person lands on a law firm's home page from a Google search, an ad or a friend's text, on a phone, often at night, and decides in a few seconds whether to keep reading. Everything the firm spent getting them there is decided in that moment. So instead of describing what a good injury site looks like, this article shows ten of them: screenshotted on the same day in October 2026, above the fold on a desktop, and scored on the ten things that we have measured to move conversion across 400 landing pages and the injury accounts we run.

The sites are the national brands and strongest boutiques in each market, chosen because they rank and spend. None of them is a client of ours. The scoring is what we would do to any firm's site in the first hour of a conversion audit; the firms named here are simply the ones doing it in public.

The scorecard

Ten criteria, each worth one point, scored on what is visible above the fold on a 1,568-pixel desktop viewport. These are the elements we have seen move conversion on injury pages, in the order they tend to matter.

Australia

Shine Lawyers

Score 6/10. The strongest Australian national brand page in the set.

The headline is brand voice rather than a problem statement, but everything under it is right: "Free claim check" as the only button, no win no fee stated with the asterisk honestly placed, claim types in the navigation and in cards immediately below, and a photograph that is clearly a real person. No reviews above the fold, no statement of what happens after the claim check, and the headline would convert better if it said what the firm does for whom.

Law Partners

Score 6/10. The best headline in the Australian set, undermined by the hero rotating to a blog promotion.

"Injured? We'll help make it right" names the problem in the first word. The Google rating is in the hero, the claim types are cards directly beneath, the phone number shows open status. Two faults. There is no form and no button in the hero at all, the visitor has to find the phone number in the header or scroll to a card. And the hero is a carousel: on the second load it showed a National Safe Work Month blog promotion instead of the offer. That happens when the marketing team owns the home page and nobody measures it.

Maurice Blackburn

What the first visit shows: a state selector before the page.

Score 4/10. The page behind the modal is well built; the modal costs it.

Behind the picker is a confident page: a headline that speaks to the visitor's state of mind, a chat assistant as the primary action, a trust strip and six claim-type icons. The problems are the modal, which every visitor hits before reading anything, and the chat as the only above-the-fold action, which asks an injured person to start typing to a bot before a phone number or form is offered. There is a reason the two largest firms in the country gate by state: the law differs, and they want to show the right scheme. A smaller firm serving one state does not have the problem and should not copy the solution.

Slater and Gordon

Score 3/10 above the fold, because the fold is a modal.

Same pattern, heavier execution: the picker is the page until a state is chosen, and the content behind it is blurred. On a phone this is a full-screen interstitial on first visit. The page behind it carries a real client photo and a clear "we'll take it from here" promise, but criterion 10 exists because this costs real enquiries, and a firm this size can measure exactly how many.

Smith's Lawyers (Queensland)

Score 8/10. The best page in the set, from a boutique operating under the strictest advertising rules in the country.

A real client in a hi-vis shirt with his dog, which tells a Queensland worker everything about who this firm acts for. A promise that is specific and owned ("No Win, No Fee, No Catch"). A single primary action with a time attached ("Take our 2 minute free claim check") and the cost stated beside it ("No cost, obligation-free consultation"). Phone number top right. The form itself is visible on the first scroll, with the heading repeated so the visitor knows it is the same thing. Reviews are the one missing element above the fold, and the page does not say what happens after the claim check. Everything else is a model for a mid-sized firm, and it is done inside Queensland's PIPA restrictions, which our guide to personal injury advertising in Queensland covers.

United States

Morgan and Morgan

Score 7/10. The template every US injury page copies, for good reason.

Headline is the brand claim, which the firm has earned. The form is the hero: six fields including case type and a description box, the consent text beneath it, and "See if you qualify" as the button, which turns a form into a screening step. Founder video with a play button, media logos, a text-us tab on the right edge. No reviews above the fold, no fee statement visible, and the consent block is long enough that on mobile the button sits below the first screen. A mid-sized firm should copy the form-in-hero and the "see if you qualify" framing and ignore the rest.

Sweet James

Score 6/10. A clean form-first page with a headline that says nothing.

"Real Lawyers. Real Results." is a claim against an unstated competitor. The subhead does the work: "Hurt in an accident? Contact us for a free confidential case review." The form is the hero with two screening dropdowns, a pre-ticked consent box and one yellow button; the phone number carries "Open 24/7" and a Spanish option. No person, no reviews, no claim types above the fold, and no fee position. The screening dropdowns are the thing to take: "How can we help?" and "Were you injured?" filter at the form, which is cheaper than filtering on the phone.

The Barnes Firm

Score 6/10. Proof-led, with the founder front and centre.

The headline assumes the decision is made, which is an interesting choice; the five bullets beneath it do the persuading: cases, dollars recovered, years, free consultations, no fee unless paid. One button, phone number large in the header, the founder's photograph as the image. No form above the fold, no reviews, no claim types. In Australia the "$2.5 billion recovered" line is not available in most states, the main reason US templates do not transfer; the structure of the bullets does.

United Kingdom

Irwin Mitchell

Score 4/10. A corporate page for a firm that does far more than injury.

Irwin Mitchell is a full-service firm and the personal page reflects it: a generic headline, "Speak to an expert" as the action, a Trustpilot rating, a stock-style family photograph. Injury is the first navigation item and nothing else above the fold says injury. The lesson is for multi-practice firms: the injury visitor needs an injury page, and if the home page cannot be that page, the ad and the search listing should land on the practice page instead.

Slater and Gordon UK

Score 4/10. A cookie wall where the offer should be.

The UK version of the same brand replaces the state picker with a cookie banner that sits over the hero on first visit, which UK law makes hard to avoid and most UK firms handle with a slim bar rather than a centred modal. Behind it: a brand headline, "Contact us" as the only action, a Trustpilot rating in the hero, and personal injury first in the navigation. No fee position, no person who is obviously a client or a lawyer, no form.

Thompsons Solicitors

Score 6/10. The strongest UK page in the set, because it shows a client.

A real client, named, in a gym, with the claim type he was helped with. Trustpilot with the review count in the header. Phone number, two buttons, and a navigation bar that is entirely claim types. The headline is brand voice and the hero is a carousel, with the same risk as Law Partners. No form above the fold and no fee position visible, though the UK's conditional fee rules make the second harder to state in one line.

What the ten pages have in common, and where they split

The split that matters is between the US and everyone else. The US pages are built as landing pages: the form is the hero, the headline is the offer, the proof is bullets. The Australian and UK pages are built as brand pages with a button, and the best of them (the Queensland boutique, Thompsons, Shine) are the ones that behave most like landing pages. Our guide to improving website conversion rate covers the tests behind that, including the testimonial placement finding, and the first six months of law firm advertising covers what the page has to be ready for before paid traffic lands on it.

What a mid-sized injury firm should take from this

And what to avoid: the state picker, unless the firm practises in several states and has measured the cost; the hero carousel, which hands the best space on the site to whoever last asked for it; a chat assistant as the only action; and "Contact us" as a button label on a page for people who are frightened of what contacting a lawyer costs.

If you want your site scored against the same ten criteria, with the mobile view and the practice pages included, book a call. We build and test sites and landing pages for personal injury firms in Brisbane, Sydney, Melbourne and Perth, and for injury firms in the United States and the United Kingdom.