Skip to content

SEO Tips for Law Firms

In the age of searching for services online, it is important that you find a way for your law firm business to stand out amongst the rest. Using SEO techniques can significantly help you to outrank your competitors, increase traffic to your site and generate new leads.

How does SEO work for the legal industry?

A big issue within the legal industry is figuring out how to get your business in front of potential clients. Fortunately, SEO for your law firm can be the driving force to an increase in leads.

Although there is no foolproof method behind SEO in the legal industry, there are a variety of different ways to improve your chances of ranking on page one of a search engine.

Through the use of specific keywords, dedicated blogs and geographically based content, you are much more likely to appear in the search results when people start to look for law firms in their area. The higher your site ranks on a search results page, the more likely a user is to click on your site and use your services.

Is SEO important for solicitors?

Yes, SEO is absolutely one of the most important factors for solicitors to get their business out to new prospects. If you’re a solicitor looking to grow your business, organic search traffic may be a significant marketing channel that you’re overlooking. 

Optimising your website for better visibility and rankings in search engines can increase traffic to your site, leading to higher conversion rates.

Get Your Law Firm More Organic Leads

Get Your Law Firm More Organic Leads

4 SEO tips for law firms

Your website is the foundation of a successful SEO strategy.
Graphic of woman pointing at chart

Implement keywords 

Keyword research and implementation is one of the most effective ways to organically increase your leads. Keyword research involves using professional tools and strategies to discover what people are searching and how you can use this to your advantage to attract them to your site. 

Your ideal keywords will range from highly searched, significant industry terms to long-tail, low searched terms that capitalise on a small audience to aid in conversion. 

Keywords shouldn’t be too general, as it will become increasingly difficult to rank for them – for example, the simple term of ‘family law solicitor’ is searched 4.6k times per month in the UK (Correct on Ahrefs as of August 2023). Perhaps, instead of initially trying to rank for the term “family law solicitor”, you could aim to rank for “family law solicitors Bolton”.


Search Intent

You will also want to rank for keywords/queries whereby you understand a clear search intent behind them. These are often queries which include words and phrases such as “why”, “how” and “can I”, as people are seeking to have questions answered.

The most common search types are:

  • Informational
  • Commercial
  • Navigational
  • Transactional

This means that your
on-site content must match the intent of a search. For example, if you want to talk about how your Family Law firm supports people when choosing Grounds for Divorce, you may think about creating a page to showcase this service.

However, if you analyse what’s currently ranking for key terms and searches around ‘grounds for divorce’, the results are mostly blog posts. This would suggest that the search intent is informational, and you should create articles around the main topic: ‘What are the Grounds for Divorce?’.

This will then likely break down into more questions and more niche blog posts, such as ‘What Does Irretrievable Breakdown Mean in Grounds for Divorce?’. These types of content help to increase your online authority, showcasing your firm as knowledgeable in all areas and having answers to all questions surrounding one topic.


On-Page Optimization 

To fully optimise your content for keywords it’s important, that they are used in the following areas on a page:

  • Title tag
  • Meta Description tag
  • Heading 1 and subheadings 
  • Throughout the blog content (where relevant – never keyword stuff)
  • More often than not, the URL
Technical SEO
Graphic of various charts

Technical SEO can make or break your law firm’s SEO performance, making it a major factor to your success. 

In basic terms, technical SEO is how “google-friendly” your website is, which in turn means ‘user-friendly’ as Google prioritises users first. Since this can get very complicated, it’s best to consult an SEO agency who specialises in law firm SEO. However, there are some things you can keep in mind with technical SEO.


Make sure your website is user friendly 

There are two basics to ensure your site is user friendly:

  • Pages load fast, ideally under 2.5 seconds
  • Pages render well across screens, for both desktops and mobile

One of the quickest ways to reduce page load times is using a better hosting provider, we recommend Kinsta as they’re just the best there is. We’ve written a full review that you can read here, Kinsta Hosting Review

Make sure your site is easy to navigate 

It’s important that your website has simple and easy to navigate menus and links, so users can easily find all of your pages and understand what each page is about. 

Google is quite transparent about things you can do to improve your law firm’s technical SEO, and you can familiarise yourself by viewing the Webmaster Guidelines (now called Google Search Essentials).

Backlink and off-page citations
Graphic of a man pointing to a phone screen

Having great content and a Google friendly site is one thing, but having backlinks and off-page citations can help to boost your presence even more. 

For SEO, backlinks work somewhat like a popularity contest. If a law firm website gets a lot of backlinks from other high profile sites, they essentially receive backing that the content on their site is correct and reliable.


Increase local SEO through off-page citations

The contact information of your law firm shows up in all kinds of places online, making it both visible to search engines and potential clients. That’s why the best way to gain more visibility from local SEO is to obtain backlinks from places where your business is displayed. 

Some examples of where you can get off-page citations to improve your local SEO include:

  • Legal directories
  • Local directories, including your Google Business profile
  • Social profiles 
  • Reviews and endorsement websites

Collect positive client reviews 

Part of a successful law firm SEO strategy is generating more positive reviews. These reviews show users that your law firm can be trusted and will provide high-quality services. 

If you have more positive reviews than your competitors, this may lead you to outrank them. As well as this, users will be more likely to choose your firm over others which have little to no reviews.

There are many easy ways in which you can increase your positive reviews. This could be by using a new review platform that offers more support than just Google reviews, or you could utilise email marketing to encourage new and existing clients in your database to leave reviews.

What benefits will SEO have for law firms?

The benefits of SEO for law firms are huge. Beyond increasing a law firm’s ranking on a search result page, SEO works to bring in more traffic which is likely to convert to leads. 

Other benefits of SEO for law firms include:

  • Outranking local competition
  • Generating new traffic 
  • Collecting more client reviews 
  • Solidifying their law firm as a reputable authority 

SEO is a long term strategy, and it needs time to work. Many Law Firms struggle with in-house capacity for well-researched and search-focused content production, local SEO implementation, technical SEO maintenance and an ongoing link strategy. 

Consulting with an SEO agency for one or all of the above allows you to focus on your internal goals and keeping clients satisfied. Consistent investment and trust in SEO allows leads to flow in at the pace you want.

Speak with one of our team today about kick starting SEO for your law firm.

Speak to one of our team today Contact Us