Build an AI website in 60 seconds

Law firms need more than just word-of-mouth or networking at in-person events. They need a strong online presence that turns clicks into clients. Legal businesses face tricky challenges online: building trust, looking professional, generating leads, and staying compliant. That’s where AI websites for legal businesses come in. 

In this B12 case study, we’ll show how law firms used an AI website builder for lawyers to grow their reach, improve client connections, and boost legal website growth — all with smart, tailored law firm website design that works.

The state of legal business websites today

These days, most people start looking for lawyers online — over 30% of clients do, in fact. But a lot of law firms are still stuck with outdated websites that don’t really show off what they do best. Slow pages, tricky navigation, or sites that look like they haven’t been updated in years can make potential clients click away before they even reach out.

Many law firm websites struggle with slow responses to inquiries, clunky client intake forms, or mobile experiences that don’t work on phones. This makes it harder to sell services or sell products online. Some firms also struggle to showcase their expertise, such as insights from legal research or case law, because their websites aren’t built to highlight valuable content.

When it’s hard for clients to get in touch or schedule a consultation, it doesn’t matter how skilled the lawyers are or how long they’ve been able to practice law. Poor websites drag down the quality of client service and user experience. 

AI-powered websites are starting to change all that. AI can create a website, help make client forms simpler, handle scheduling automatically, and make sure everything works smoothly on mobile. For law firms, a free website builder means less time worrying about tech headaches and more time connecting with clients. 

Meet Matten Law

Matten Law is a small, ambitious immigration law firm with a team of just 1–10 employees. Based in California, they help clients worldwide with US work visas, startup advice, and family immigration. 

Founder Ron Matten knew that word-of-mouth alone wouldn’t be enough to grow. Their old website was outdated, hard to update, and didn’t reflect the firm’s tech-forward approach. Lead generation was slow, and they had a limited budget for marketing campaigns.

Ron looked at several website options, but either they were too expensive or didn’t match the firm’s modern, automated approach. Then he found B12, which made it easy to get a sleek, professional website that worked for clients and the team. 

With B12, Matten Law could finally grow sustainably, attract clients globally, and keep its website running smoothly without all the headaches.

The B12 solution

AI platform for lawyers

Matten Law’s old website just didn’t match the firm’s modern, tech-savvy approach. With B12’s complete solution and customizable templates, Ron got a professional, trust-building website even without coding knowledge. After providing their business description, B12’s AI generated a polished draft, and the design team helped fine-tune it. 

The site is mobile-friendly, loads fast, and was live in just two weeks. Everything was built with compliance in mind, so Ron could focus on clients without worrying about the technical side.

AI websites for legal businesses: Key integrations

B12 didn’t just make the site look good. It turned the website into a real tool for the team. Clients can schedule consultations online, making it easier to book and manage appointments. 

Secure contact forms and intake workflows keep sensitive client data safe and ensure data privacy is maintained.

Meanwhile, email and calendar integrations help the team stay on top of leads and meetings. By funneling inquiries to a single point of contact, Matten Law now handles client communication smoothly, saving time and avoiding the usual back-and-forth.

SEO & content built for legal search

B12 also made sure Matten Law could be found online. Pages were optimized for practice areas like US work visas, startup advisory, and family immigration, and the site targeted industry-specific keywords. 

The results speak for themselves: Matten Law now ranks on the first page of Google for seven key terms, with a 43% jump in organic search and a 46% increase in direct search. The combination of built-in SEO tools, integrated marketing tools, and human guidance means the website actively helps bring in new clients.

Thanks to B12, Matten Law now has a website that’s professional, easy to use, and built to grow with the firm. It’s a tool that helps the team reach clients, manage leads, and keep expanding.

Results: Business growth with B12’s AI tools

Easier way for visitors to book consultations 

Since launching their new site, Matten Law has been way easier to find online. They now show up on the first page of Google for seven different keywords and saw a 43% boost in organic traffic. That means more people booking consultations straight from the website, without Ron and his team having to chase them down.

Improved visibility in search engines

The firm also had a 46% jump in direct searches, which proves the new site is doing its job. Instead of being hidden behind bigger firms, Matten Law now pops up when people are actually looking for legal work and services.

Enhanced trust and credibility

Gone is the old placeholder website that didn’t say much about who they were. Now, visitors see a modern, tech-savvy firm with a custom domain name. Essentially, the site appears credible right away. 

As Ron put it: “I would definitely recommend B12 to companies looking to take their online business seriously. The value that B12 provides is unparalleled.” That trust has helped them double the size of their team and attract clients from around the world.

For Ron, it’s not just about a one-time site launch. B12 has stuck with them, making updates, adding features like homepage video, and even helping with a brand refresh. Or in Ron’s words: “With B12, it’s like they are part of my team.”

Lessons for other law firms and legal businesses

Matten Law’s growth shows that small business owners don’t need a huge budget or content and social media marketing department to compete. What you really need is your own website or your own online store with simple intake, an SEO assistant, smart integrations, and built-in marketing tools.

Launch fast

Too many firms or legal professionals wait months (or years) trying to perfect their website. The truth is, it’s better to launch quickly with proven website templates and then update them with your own text and branding. 

Use AI but keep the human touch

A legal AI website maker with an intuitive or drag-and-drop editor can help you launch a site and start selling online quickly. But pairing it with real experts ensures your site feels polished, professional, and true to your brand.

Make intake effortless

When your target audience is ready to reach out, don’t make them jump through hoops. Clear calls to action, simple forms, and easy scheduling can turn curious visitors into real clients.

Bottom line? Show up online, make it simple, and let your website do the heavy lifting so you can focus on serving your customer base. In addition, use tools like Facebook Pixel and Google Analytics to understand where you can improve.

The future of legal websites with AI

AI is reshaping how law firms connect with clients online. Here’s how:

Personalization at scale

AI allows law firms to create personalized experiences for visitors. It can tailor content and recommendations, making each visit more relevant and engaging. This level of personalization helps build stronger connections with potential clients.

Multilingual capabilities

As the world becomes more interconnected, offering multilingual websites is crucial. AI-powered translation tools enable law firms to reach a broader audience by providing content in multiple languages. This ensures that language barriers don't hinder potential clients from accessing legal services.

Integrated client portals

Client portals are becoming standard in legal websites. AI can enhance these portals by automating document management, scheduling, and communication. This helps streamline the client experience and improves efficiency for law firms.

The future of legal websites is here, and generative AI is at the forefront, helping law firms stay competitive and client-focused. As B12 Founder Nitesh Banta notes, “With intelligent software, we can democratize a product experience that has been out of reach to many, while enabling a new global workforce.”

Moving legal websites into the future

With B12’s help, Matten Law built a website that they could easily customize. It makes client communication smoother, keeps scheduling organized, and automates routine tasks that used to take up too much time. AI websites for legal businesses mean less stress for the staff and more energy to focus on cases. 

If your firm’s ready for the same kind of boost, explore what B12 offers or try it for free to see how it works.