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SEO Best Practices for Law Firms Wanting to Attract More Clients

As we enter the final few months of 2022, it’s a good time to take stock of your law firm’s digital marketing strategy to determine what aspects are performing well and what areas need improvement moving forward.
September 24, 2022

As we enter the final few months of 2022, it’s a good time to take stock of your law firm’s digital marketing strategy to determine what aspects are performing well and what areas need improvement moving forward. While building and maintaining a website is essential in 2022, you can maximize the impact and reach of your website by adhering to search engine optimization (SEO) best practices. Making a few tweaks to your website can boost your rankings on the search results pages, making your website more visible to potential clients in your local area. Below are a few ways to improve your search engine optimization to grow your law practice strategically and sustainably.

Use Target Keyword Research to Develop Content

Search engines scan through websites and use keywords to measure the relevance of your website to those entering search terms or questions into the browser. The cornerstone of an SEO-friendly website is anticipating what potential clients are searching for and incorporating these terms into the titles, headings, and content of your law firm’s website. Using these keywords to write blog posts (and then linking a new post to a previous post on a similar topic) signals to search engines that you are highly knowledgeable about a particular topic or field, boosting your authority and prompting the search engines to rank your posts and website higher on the search results pages. However, avoid “overstuffing” keywords into a single piece of content, which can sound stilted or awkward and lower your ranking. The more organically you can weave keywords into your headings and content, the more favorably search engines will rank you and present your information to those searching for legal services in your area.

Optimize Any Images You Use

An engaging website often includes visuals or images to make the site pleasing to the eye. Unfortunately, not all images are optimized for quick loading, which can lead to clunky displays or excessive delays in loading speed. Tools like Google Lighthouse enable you to scan your site to identify any images that could cause delays in page loading speed. Additionally, there are several tools that allow you to reduce media file sizes to ensure a smooth loading process. Loading speed plays a role in Google’s search ranking algorithm, and Google will present searchers with websites that load the fastest. This means that a law firm providing similar services in your area with a shorter loading time will rank higher than a firm with a delayed loading time.

Internal Links Are Your Friend

Search engine algorithms like Google strive to present searchers with relevant, accurate, and trustworthy results. They prioritize websites that contain well-researched information, rewarding sites that link to reputable sources or previous articles published on your website. Creating regular blog posts and linking each new post to a practice area page or a previous blog post exploring a related topic is the best way to show Google that you are knowledgeable in various practice areas and can provide reliable and accurate information on a particular legal topic. However, make sure that every link is intentional, as over-linking can dilute the effectiveness of this practice.

Prioritize User-Friendly Design

As Google’s search engine algorithm evolves, it is prioritizing the user experience. This means that Google favors websites that load quickly, are easy to navigate, and present information in a clear manner. Your law firm’s website should avoid long, dense paragraphs stuffed with legal jargon, as the average site visitor simply wants a quick and straightforward answer to a legal question. In general, less is more on your website—provide information in a streamlined manner of short bursts of text separated by plenty of space to encourage readability. Additionally, by presenting only basic information on your website, those visiting your site will be more likely to contact you for more detailed answers. Every choice you make when designing your law practice’s website should consider and prioritize the client’s experience.

Invest in Intuitive Navigation

As you organize your website, think about how visitors will enter the site and find the information they are looking for. If your law practice offers services in multiple practice areas, consider breaking these offerings into separate pages and arranging them in a way that makes logical sense to site visitors. For instance, list umbrella practice areas in the navigation bar and include sub-practice areas in the drop-down menu below each of the larger topics. This strategy will prevent the navigation menu from looking too cluttered or overwhelming. Taking the time to develop a clear and organized sitemap is key to building an intuitive and user-friendly website to market your practice.

Leveling Up Your Law Firm’s Digital Marketing Strategy

Now is a great time to assess your law firm’s digital marketing strategy, starting with your website. Take some time to evaluate your website from the client’s perspective, making sure that you are presenting information clearly and effectively. The more you prioritize the user experience, the more favorably Google and other search engines will view and rank your website.


Learn more about how to improve your law firm’s digital marketing strategy by calling LegalRev today at (800) 893-2590.

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