Guide, updated 3 Nov 2026
We read the homepages of the most-searched personal injury firms in the US, and the research on how people choose a lawyer. Here is what the best sites share, what most of them skip, and an example that does both.
01Short answer
Branded search from Hennessey Digital (Semrush, September 2023); homepages read by us on 3 Nov 2026; reviews from FindLaw's 2024 survey. Sources at the bottom.
02Who we looked at
The top 10 of 25 by branded search: people who typed the firm's name into Google.
| Firm | City | Visits a month from its own name |
|---|---|---|
| Morgan & Morgan | Orlando | 266,500 |
| Ben Crump | Tallahassee / Jacksonville | 53,200 |
| Franklin Azar | Denver | 42,500 |
| Morris Bart | New Orleans | 33,900 |
| Kenneth Nugent | Atlanta | 32,900 |
| Jim Adler | Houston | 24,200 |
| Farah & Farah | Tallahassee / Jacksonville | 22,400 |
| Thomas J. Henry | Corpus Christi | 22,000 |
| Los Defensores | Los Angeles | 18,100 |
| Dan Newlin Law | Orlando | 17,900 |
Hennessey Digital, from Semrush data for September 2023 (Hennessey sells legal marketing). It counts only people who searched for the firm by name, not all visitors.
03Checked
We read 7 of these homepages on 3 Nov 2026. The first four rows are on every one. The last five are where most of them leave room.
7 of 7 big injury firms
Our example: Yes, tap to call
7 of 7 big injury firms
Our example: Yes
7 of 7 big injury firms
Our example: Yes, with the disclaimer beside them
7 of 7 big injury firms
Our example: Yes, a Spanish page
2 of 7 big injury firms
Our example: Yes, with a person behind it
1 of 7 big injury firms
Our example: Yes, in the first screen
1 of 7 big injury firms
Our example: Yes, four steps with the 3D scale
1 of 7 big injury firms
Our example: Yes
0 of 7 big injury firms
Our example: Yes, for Texas
04The research
Six findings about how people choose a lawyer, each with the number behind it and what a site can do about it.
40%
of law firms answered the phone in a 2024 secret-shopper test, and 33% answered an email. 48% could not be reached at all.
Answered the phone40%
Answered an email33%
Source: Clio Legal Trends Report 2024 (sells law firm software)
The example promises a reply in 15 minutes and puts call, text, chat and a short form on every screen.
72%
of potential clients move on if they do not hear back within 24 hours.
Source: Scorpion, 3,000 US consumers, 2025 (sells legal marketing)
Every form answers on the page and says when a lawyer will call.
82%
of people who found their lawyer online relied on online reviews, and nearly 40% of them used reviews as the main source.
Source: FindLaw 2024 US Consumer Legal Needs Survey (sells legal marketing)
The rating and review count sit in the first screen, with a reviews page you can filter by case type.
51%
of prospective clients see a chatbot as a helpful start, and three in five would use one only if they could switch to a human.
Source: Clio Legal Trends Report 2024 (sells law firm software)
The chat asks three quick questions, then hands over to a person.
88%
of visits to legal landing pages came from phones, and phone visitors converted better than desktop.
Source: Unbounce conversion benchmark, legal (sells landing page software)
Call, text, chat and the free case review stay in a bar at the bottom of every phone screen.
1 of 7
of the big injury firm homepages we read put the fee percentage on the page.
Source: Our read of 7 websites, 3 Nov 2026
The example explains the contingency fee with the percentages, and the Texas filing deadline with a counter.
05Good to know
Rarely.
We found no law firm with an Awwwards Site of the Day. The closest we found are parts of the Ario Law Firm website, tagged "Animated" and "3D" on Awwwards, and The Cook Group Legal, an Awwwards nominee according to the agency that built it.
The best-known injury firms win on other things: they answer, they promise no fee unless they win, and they show results.
A site that does all of that and also looks and moves like an award site stands out. That is what we built in our example.
06Example project
Open it and scroll: the scale tips back as the evidence lands. Try the chat, the case review and the Texas deadline counter. Nothing on it sends anything.
An invented Austin personal injury firm, built the way we build client sites: written, designed and hand-coded, with 3D drawn in code, motion in every section and the local SEO setup.
Counterweight Injury Law is an invented firm. Its lawyers, results, reviews, fees and numbers are placeholders, and every page says so. It shows the work, not results for a client.
07Sources
Page date: 1 Nov 2024Clio sells law firm software
Page date: 10 Sep 2025Sells legal marketing
Page date: not shownSells legal marketing
Page date: not shownSells landing page software
Page date: 17 Nov 2023Sells legal marketing
Every page opened on 3 Nov 2026. Four of the five come from companies that sell software or marketing to law firms, as noted.
08Questions
A phone number and a free case review on every screen, a clear fee promise, results with context, reviews near the top, a page for each practice area and a reply within minutes. The research behind each point is on this page.
All seven of the big injury firm homepages we read do. The ABA's model rules say results must not create unjustified expectations, so a line such as "Prior results do not guarantee a similar outcome" belongs next to them. Your state bar decides the exact rules.
All seven homepages we read link to one. If your clients speak Spanish, a page in Spanish and someone who answers in Spanish are part of the job.
No. Counterweight is an invented Austin firm we built to show what a law firm website from us looks like. Its lawyers, results, reviews, fees and numbers are placeholders, and every page of the example says so.
09Explore
User-generated content, UGC ads and AI UGC, explained
52 opening lines from our samples, sorted into 10 types
Five beats, a fill-in template and four real scripts
Creator rates, add-ons and a calculator
Cost, speed and rights, side by side
Walkthroughs from photos, 3D fly-throughs and more, with examples
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