10-step SEO strategy for law firms

13 March 2023

As a law firm, it’s essential to have a strong online presence in order to attract potential clients. But simply having a website isn’t enough – you need more in order to stand out from the crowd. One of the most effective ways to reach prospective clients online is through search engine optimization (SEO).

SEO involves optimizing your website and content in order to improve its visibility in search engine results pages (SERPs). In other words, you take specific steps to ensure that potential clients find you on Google before they find your competition.

Check out our 10-step SEO strategy for law firms and follow these simple tactics to reinforce your online presence and reach new clients.

1. Research keywords & search intent

The first step in any successful SEO strategy is keyword research. Identify the words and phrases that potential clients might use to search for a law firm like yours. For instance, if your practice is focused on employment law and your office is based in Madrid, a keyphrase you may want to consider is ’employment law firm in Madrid’. As it is a highly competitive keyword, you may need to narrow it down. Check out our article on keywords for more details on what they are and how to choose the right ones.

You can use tools like Ahrefs, Answer the public and Google’s Autocomplete, People also ask and Related searches, to find relevant keywords and assess their search volume and competition.

2. Optimize your website with keywords

Once you’ve identified your keywords, make sure you use them strategically throughout your website. This includes your website’s content (practice area and services descriptions, blog posts, lawyer bios), metadata (such as meta titles and descriptions), and URLs.

Just be careful not to overuse keywords. Keyword stuffing can actually hurt your rankings and is considered black hat SEO, which means a practice that goes against search engine guidelines. It’s important to remember that you are creating content first and foremost for humans, not for machines.

3. Maintain a high-quality blog

A blog can be a great way to attract potential clients and demonstrate your expertise, in addition to another opportunity to use keywords. Make sure you update it regularly with high-quality, informative content. Consider topics that potential clients might be searching for, such as how to handle a specific legal issue, recent legal changes or trends.

Keyword research tools also come in handy if you are looking for inspiration for your blog. Try out Answer the public, Answer Socrates or our favourites – the Google trifecta: Autocomplete, People also ask, Related searches.

* Pro tip: if you keep on clicking on questions in Google Search’s People also ask, you’ll get an infinite amount of related topics.

4. Use reputable directory listings

Being listed on reputable directories can improve your online visibility and help potential clients find you. Make sure your information is accurate and up-to-date, including your firm’s name, address, and phone number.

Talking of online listings, a Google Business profile is a must for any law firm. Find out more about it in our article: What is Google Business and how to make the most of it.

If you are ranked in legal directories, take advantage of their domain authority (typically they rank higher than law firms’ own websites) and optimize your profile.

5. Build quality backlinks

Backlinks – links from other websites to your own – are a key factor in SEO. They give authority and recognition, which reassure Google that a business is authentic and trusted. Try to get backlinks from high-quality, relevant websites (legal directories, chambers of commerce, sector publications). You can do this by creating shareable content, reaching out to other websites to request a link, or participating in guest blogging opportunities.

6. Be active on social media

Take advantage of social media platforms to engage with clients, raise brand awareness and share updates about the firm’s services and successes. Presence on social media reinforces online authority, which helps SEO.

Make sure your social media profiles are up-to-date and that you’re sharing your blog posts and other content regularly. Engage with followers and respond to comments and messages promptly.

Depending on your target audience and content marketing strategy, some networks may be more suitable than others. Check out our tips on using LinkedIn for law firms.

7. Make analytics your best friend

A good SEO strategy should be based on data above anything else. Tracking organic traffic on your website, bounce rate, time spent on site, conversions and overall performance is essential in order to know what works and what doesn’t. Monitor your website’s performance using tools such as Google Analytics, Search Console Page Speed Insights.

Learn more about how technical aspects, such as speed, affect SEO, or how user experience, measured with bounce rate and other metrics, also influence your website’s optimization.

8. Manage online feedback

Google reviews can make or break an online reputation. Most users consult reviews before making a decision to contract one business or another. Therefore, monitoring and responding to online reviews and feedback is essential. It helps your law firm maintain a positive online reputation and shows potential clients that you’re responsive and care about your clients’ experiences. 

Also, the more reviews and responses you have, the more Google will notice your firm and rank it higher in its results. So it’s a good idea to incentivize customers to leave feedback after they’ve used your services. 

Benefit from the opportunity to respond to reviews and use more of your chosen keywords in the responses, rather than sticking to simple Thank-yous

9. Optimize for mobile

With more and more people accessing the internet on their mobile devices, it’s crucial that your website is optimized for all kinds of devices. Make sure it’s easy to navigate and pages load quickly on smartphones and tablets. Consider using a responsive design that adjusts to different screen sizes. You can quickly check if your website is mobile friendly in Google’s Mobile-Friendly Test or see how it displays on a variety of devices with the Mobile Simulator extension for Chrome.

10. Continue improving

SEO is an ongoing process and position in search engine results pages (SERP) takes a relatively long time to change. It’s important to continuously re-evaluate and adjust your strategy based on fresh data and results.

Google often launches updates and improvements to its algorithm and to SEO recommendations, so it’s important to adapt optimization tactics and internal practices accordingly.

Law firm website design FAQ2023-10-01T12:08:36+00:00

Why is a well-designed law firm website important?

A well-designed website not only provides potential clients with crucial information about your law firm but also establishes credibility, showcases professionalism, and serves as a powerful marketing tool. It is instrumental in attracting potential clients and guiding them towards conversion.

How does a poorly designed website impact my law firm?

A poorly designed website can deter potential clients, damage your firm’s reputation, negatively impact search engine rankings, and result in missed lead generation and conversion opportunities. It can also raise doubts about tyour firm’s professionalism and attention to detail.

What are the key elements for driving high conversions on a law firm website?

Key elements for driving high conversions include professional design, easy navigation, high-quality content, recognition and affiliations, an FAQ section, visible contact information, mobile responsiveness, clear calls-to-action, and a comprehensive SEO strategy.

How does high-quality content contribute to high conversions?

High-quality, relevant content helps engage potential clients, demonstrate your firm’s expertise, and boost the website’s visibility in search engines. Regularly updated content, addressing common legal questions and highlighting your expertise, can establish the firm as an authority in its field.

Why is it important to display recognition and affiliations on my law firm’s website?

Displaying professional affiliations, memberships, and recognitions on your law firm’s website establishes credibility and trust, helping potential clients feel confident in the firm’s expertise and capabilities.

Why should my law firm’s website include a FAQ section?

A FAQ section allows potential clients to find answers to common legal questions without having to go through the whole website and waste time, demonstrating your firm’s commitment to client service. FAQs also improve the website’s visibility in search engine results.

Why is mobile responsiveness important for my law firm’s website?

Many potential clients use mobile devices to access the internet and research legal services. A mobile-responsive website provides a seamless browsing experience across devices, reducing the likelihood of potential clients bouncing off your site and increasing chances of conversion.

What is the role of calls-to-action (CTAs) on my law firm’s website?

CTAs prompt visitors to take specific actions, such as contacting the firm or downloading a resource. Well-designed CTAs can entice potential clients to engage further with the firm, leading to higher conversion rates.

How does an SEO strategy benefit my law firm’s website?

An SEO strategy improves a website’s visibility on search engine result pages, helping attract potential clients. It involves optimizing for relevant keywords, creating high-quality backlinks, and optimizing metadata to increase organic traffic and position the firm as an authority.

Is a well-designed website a one-time effort?

No, a well-designed website is an ongoing process that requires continuous updates and improvements to stay relevant and competitive in the ever-evolving digital landscape.

Legal Marketing FAQ2023-04-15T09:31:29+00:00

What is legal marketing?

Legal marketing refers to the process of promoting a law firm, legal services, or lawyers through various marketing strategies, such as content marketing, search engine optimization, social media marketing, and advertising.

How can legal marketing help my law firm?

Legal marketing can help your law firm increase its visibility, generate leads, and acquire new clients. It can also help you establish your law firm’s brand, reputation, and authority in your practice area.

What are the best legal marketing strategies?

The best legal marketing strategies depend on your law firm’s goals, target audience, and budget. However, some effective legal marketing strategies include creating valuable content, optimizing your website for search engines, building your online reputation, and using paid advertising.

What is content marketing for law firms?

Content marketing for law firms involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The content can be in the form of blog posts, videos, infographics, e-books, webinars, and podcasts.

How important is search engine optimization (SEO) for legal marketing?

SEO is crucial for legal marketing as it helps your law firm’s website to rank higher in search engine results pages (SERPs) and attract more traffic. This, in turn, can increase your law firm’s visibility, credibility, and authority.

What is social media marketing for law firms?

Social media marketing for law firms involves using social media platforms, such as Facebook, Twitter, LinkedIn, and Instagram, to promote your law firm’s services, engage with your target audience, and build your brand.

How can online reviews help my law firm’s marketing efforts?

Online reviews can help your law firm to build trust, credibility, and reputation online. Positive reviews can also encourage potential clients to choose your law firm over your competitors.

How can I measure the success of my legal marketing efforts?

You can measure the success of your legal marketing efforts by tracking key performance indicators (KPIs), such as website traffic, search engine rankings, lead generation, social media engagement, and conversion rates.

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