Short answer: Planning Texas law firm website content is mostly the same exercise as anywhere else — until you get to landing pages. Texas revised Part VII of its Disciplinary Rules of Professional Conduct in 2021 and broadened the exemptions from its advertising filing regime, which is the change most firms have heard about. The content consequence nobody talks about is that a campaign landing page is not a page of your website in the way the rest of your site is. It is a separate communication, it is usually written by someone outside the firm, and it is the page most likely to make a claim the firm would not make. This guide sets out what to write on every page, and where Texas changes the answer.
Your website has an editor. Your landing pages have a media buyer.
What Texas changes about your website content
Texas governs lawyer advertising through Part VII of the Texas Disciplinary Rules of Professional Conduct, administered by the State Bar of Texas, and it is one of a small group of states that operates a formal advertising review process. We work through what that means for a website in the Texas attorney advertising rules guide, and this guide deliberately does not restate any filing requirement, deadline, fee or exemption — those change, and a marketing agency stating them from memory is how firms end up relying on stale guidance.
What matters for content planning is structural. In a state with a review regime, firms develop a habit: the website gets treated as the thing that was reviewed, and anything published afterwards gets treated as an extension of it. Landing pages break that habit, because they are not extensions of anything. They are built quickly, live on their own URLs, are often hosted on a separate platform entirely, and frequently never appear in the site’s navigation or sitemap.
The result is a category of published content that the firm does not think of as its website and that no one at the firm has necessarily read.
The page-by-page plan
| Page | What it has to do | Texas consideration |
|---|---|---|
| Homepage | Route the visitor in one screen | Firm and trade name usage |
| Practice area pages | One page per problem a client can name | Scope must match real practice |
| Attorney bios | Establish the person and the credentials | Board certification claims |
| Results | Give outcomes enough context to be fair | Expectation-setting |
| FAQ | Answer the pre-call questions | Answers are communications |
| Blog | Reach clients earlier in the problem | Same standard as any page |
| Landing pages | Convert paid traffic on one offer | Its own communication |
| Location pages | Serve a metro the firm actually covers | Office and presence claims |
Everything above the bold row is normal content work. The bold row is where Texas firms lose track, and it is worth its own section.
Landing page content, written properly
A landing page exists to convert traffic arriving from one specific ad on one specific query. That gives it a different shape from a practice area page, and the difference is legitimate. What is not legitimate is the drift that happens when the page is written to a conversion brief rather than a content brief.
Four things routinely appear on legal landing pages that would never survive a read-through on the main site.
The headline written by the ad platform. Dynamic keyword insertion puts the searcher’s query into the page. Someone searching “best truck accident lawyer Houston” sees a page headed “Best Truck Accident Lawyer Houston”. The firm did not write that sentence and would not have.
The number with no context. Landing pages compress, and compression strips qualification. “$14 Million Recovered” above a form, with none of the case detail that makes the figure meaningful, is the most common single element on legal landing pages and the least defensible.
The missing identification. Main sites carry the firm name, address and the usual footer. Landing pages built for speed often carry a logo, a phone number and nothing else — no address, no firm identification, no disclaimer, sometimes no indication of which lawyer is responsible for the page.
The variant nobody catalogued. A/B testing means several versions of the page exist simultaneously and different visitors see different claims. If you cannot produce a list of the live variants and their copy, you cannot review them, and you may not know what your firm has published.
The fix is a rule rather than an audit: a landing page is a page of your website, it gets the same review as a practice area page, and every live variant is catalogued with its copy and its dates. That is a small amount of process which happens to solve the record-keeping problem at the same time.
How much content each page needs
Homepages run 400 to 700 words and get worse when longer, because their job is routing. Practice area pages need 1,200 to 2,000 words because their job is a decision, and the structure that supports that decision is set out in our guide to law firm practice area pages. Bios run 400 to 800. Blog posts run as long as the question needs.
Landing pages are the exception to all of it. A landing page is usually 300 to 800 words and should be, because a visitor arriving from an ad has one question and a short attention span. The mistake is concluding that a short page is a page with a lower standard. It is a page with less room, which means every sentence carries more weight and the qualifying clause you dropped for space was doing real work.
Texas is also large enough that location content is a genuine strategic question rather than a checkbox. Houston, Dallas–Fort Worth, San Antonio and Austin are separate markets with separate competitive dynamics, and a firm with one office does not get four location pages simply by naming four cities. Write the page for a metro where you have something real to say about your presence there.
Making the content usable by AI search
Assistants that answer legal questions favour content that resolves the question early, uses headings phrased as questions, and presents comparable information in tables and lists that survive extraction. Naming specific entities helps: “the State Bar of Texas” and “Part VII of the Texas Disciplinary Rules of Professional Conduct” are retrievable in a way that “state advertising rules” is not.
Landing pages are the exception here too, and deliberately so. They are built for a paid click, they are frequently excluded from indexing, and they are not where your citable content should live. Keep the substance on the site and let the landing page do the narrow job it exists for.
Texas law firm website content: frequently asked questions
How much content does a Texas law firm website need?
A homepage, a page per practice area you want cases in, a bio for each lawyer, an FAQ, a contact page with real intake copy, and location pages only for metros where you have a genuine presence. Depth on the practice area pages does more for a Texas firm than breadth across thin city pages, because the metros are contested.
Are landing pages treated differently from website pages in Texas?
A landing page is a communication about a lawyer’s services in the same way any other page is. Whether a particular page falls inside or outside any filing or exemption category under Part VII is a question for the State Bar of Texas and your ethics counsel, and this guide does not state those requirements or exemptions because they change.
What did the 2021 Texas rule changes mean for websites?
Texas restructured Part VII in 2021 and broadened the circumstances in which advertising is exempt from filing. The direction of travel was liberalising on process. The substantive standards — that communications must not be false or misleading — were not relaxed, which is the distinction firms most often get backwards.
Can a Texas firm use dynamic keyword insertion in landing page headlines?
Technically yes, and it is worth understanding what it does: it publishes a headline the firm did not write, assembled from a stranger’s search query. Whether a specific implementation produces a permissible communication is for your ethics counsel. As a content decision, it is hard to defend a system that can put “best” into your H1 without anyone approving it.
How long before new content ranks in Texas?
In the major metros, plan in quarters. Houston and Dallas personal injury are among the most expensive and most contested legal search markets in the country; a smaller Texas city can move considerably faster.
Texas law firm website content: the short version
If you take one thing from this guide, take this: ask whoever runs your paid campaigns for a list of every live landing page URL and every active variant. Most Texas firms running paid search cannot produce that list from memory. Everything on it is content your firm has published, and it is the part of your website that no one at the firm has read.
Official source: the State Bar of Texas.
Legal Web Agency is a marketing agency, not a law firm, and nothing here is legal advice. Nothing here states Texas’s current filing requirements, deadlines, fees or exemptions, or that any particular landing page is permitted. Confirm current requirements with the State Bar of Texas or your ethics counsel.
Related reading: Law Firm Website Content: Complete 2026 Guide, plus the Texas advertising rules guide and our guide to law firm practice area pages.
