SEO For Lawyers

seo for lawyers

If your legal practice website is struggling to generate leads or traffic, the issue might be your website is not easy to find. Most internet users do not navigate beyond the first page of the search engine results. If your website comes up on pages 2, 3, and beyond, people will not find you, and this where SEO comes in. You can pay to be on page one by using PPC (pay-per-click) advertising. SEO is one of the most powerful marketing strategies that assist your website to jump organically to the top of the search.

A well-optimized legal practice website takes some work, and search engines look for websites that offer an excellent user experience such as relevancy and site functionality. You can make small changes that lead to better conversion rates, such as:

1. Determine Your Law Firm’s Keywords

Determination of your keywords is crucial in the optimization of your website. The keywords need to be targeted and specific for them to attract traffic and leads to your site. Consider your areas of practice and write the keywords potential clients are likely to search for. Perform keyword research by keying in your keywords in Google and looking at the results. For example, are potential clients searching for criminal lawyers, drug lawyers, divorce lawyers etc. Try out a keyword tool that tells you how popular the search is by gauging the competition. Some tools include:

2. Optimize For Lawyer Keywords

Ensure that all the primary homepage elements such as headlines and sub-headers, content, and call to action all include the keywords. For example, if you are trying to rank in Google for ‘criminal lawyer Perth’ make sure that keyword is in your content. Include it in these places:

  • Title Tag
  • URL
  • H1 Tag
  • In your content
  • Meta description

3. Check out Your Competition

Once you have set out the keywords, search the major search engines such as Google, to check out where you rank in comparison to your competitors. Check what you have in common with the top-ranking pages, or what sets them apart from your law firm. Go to their websites and look at how they leverage the target keywords, use content, and how they structure their websites.

Looking at your competitors allows you to understand how to improve your ranking by adjusting keywords. Adjusting the keywords allows your site to become more relevant, or you can highlight any extra services your firm offers depending on what your investigations on the competitors’ sites yield.

4. Customize Your Firm’s Appearance in Google

For every website page, include some metadata or your website’s information, which appears on the search engine pages, and tells the search engine algorithm and the user what your page is all about. The customizable components include:

  • Title tags, which show the search engine and the user, what your site is about.
  • Meta description, which gives a short description of what the page entails
  • Use Attorney schema to allow search engines to understand your page

5. Improve Your Site Speed

The web page loading speed is essential, and you can check the site’s speed using the Google Page Speed Insights tool. If your web page scores low in rate, improve by:

  • Reducing image size
  • Saving images as JPG, which load faster than PNGs
  • Minimize the HTTP requests needed to download page aspects such as scripts, graphics, and images
  • Ensure that your plugins are updated and eliminate those you do not use.


There are hundreds of thousands of law firms, and most have an online presence. To rank on top and attract traffic and conversions, you need to go the extra mile. Some due diligence will serve you well by checking what the top-rankers do to stay on page 1.