With the rise in the digital world, many people today are searching for online information and services. According to the researches, one in three customers is searching for online services from local businesses, including law agencies. So, if you aren’t making your law firm’s presence known in the digital world, chances are you might be missing out on many potential clients.

Most prospective customers are searching for their law-related queries on Google. These questions may include how the current change in law regulations would affect my business? What does my yearly contract indicate? Here SEO serves to be helpful. Improving SEO on your law firm’s website can attract more customers and rank higher on search engines. Ranking your web page on the search engine’s first page means more traffic, leads, and business.

Various SEO techniques can get your law services, bio, client resources, and blogs right in front of the intended audience. Here are some strategies that law agencies can consider for improving their SEO:


If you want to attract customers and increase customer retention, you need to create SEO-friendly content. Set up a blog for producing engaging content for your website. Having blogs on your site increases the search engine ranking and also build trust. A meaningful blog will more likely bring traffic and get you authentic backlinks. The best way is to create content around informational keywords and post it weekly. Many law agencies generate long-form blog posts around 2000 to 25000-word count since they are more successful. However, the content must be easy to understand, and there must be no duplication. Putting up useful images or videos for illustration is also a good strategy. Try to incorporate social media image size for your blog posts so your content gets more shares and attention.


Your law firm website answers the visitors’ queries, but what good is it if a search engine does not know this? Here, identifying and targeting keywords come in handy. Use short-term and long-term keywords so that search engines also understand whether your web page is addressing users’ inquiries. Below are a few strategies to choose the right keywords:

  • Pay attention to the keywords your target audience is looking for
  • Use online keyword tools such as Google keyword planner or keyword everywhere to determine a monthly volume of a particular keyword
  • Optimize your website on keywords with search intent more as these keywords show customers are looking for services

Optimizing existing webpages improves user experience and overall ranking. You can optimize your webpage by using header tags, title tags, and meta descriptions. Write compelling title tags and meta descriptions containing appropriate on each of your law firm’s webpage. Meta- description must be under 160 characters as per Google guidelines. Use heading tags to organize your webpage.

Each page can have only one H1 tag and multiple H2 or H3 tags. However, make sure not to overdo H2 and H3 tags as it will negatively impact the website’s design.


Throughout the world, billions of people use social media every single day. One must keep in mind that digital strategy for law websites is incomplete without social media presence. Considering how these networks have become a universal hub to search for information, law firms can use this platform to sell their services. When the audience gets involved in social media posts, Google takes it as a positive sign and figure out that customers like your site. Various forums are available for social media posts such as Facebook, Quora, LinkedIn, etc. Numerous potential clients might be present on these networks, and your firm does not want to miss the opportunity of reaching out to them. At a minimum, your firm should mention the company details and contact information on such posts.


Producing great and informative content can surely improve your website SEO. However, there is no denying the fact that Google contains with it a sea full of information. How would Google pick your website and rank it above other sites in such a scenario? One of the main ways is to add high-quality backlinks. Backlinks are those links on other websites that direct to your law site. If your law agency gets links on famous and credible websites, it will get regarded as a reliable source. It will represent that this firm’s lawyers know well about their work.

On the other hand, if your firm fails to acquire backlinks, Google might consider your website a less trusted source. An excellent technique to attract quality backlinks is to take part in the guest blogging. Your agency attorneys can either write blogs voluntarily or collaborate with various industries to engage the audience in the “Ask lawyers” web articles.


Are you mainly focusing on your website’s design and ignoring the factor that it must operate smoothly? Technical SEO is the best way to improve your law firm’s SEO. It includes:

  • PageSpeed: If a visitor finds your webpage taking too long to upload, chances are they would switch to your competitors’ site for services. In addition to it, Google doesn’t rank sites with slow page speed. Analyze your website’s page speed through online software Page Insight and ensure the webpage loads in a maximum of 2.5 seconds.
  • Security: You don’t want your potential client to feel insecure on your website. Maintaining the security of your website would prevent any cyber-attacks.
  • Schema: Schema Markup is an HTML Markup language that allows Google to understand what your webpage is about, thus increasing SERPs.

There is no point in investing so much effort into SEO strategies if you aren’t tracking and measuring the results. By keeping track, your law agency can identify the areas where they are lacking and make amendments accordingly. Analyze your website and check how much traffic it is receiving, which pages of your site drive the most traffic, the quantity, and the quality of backlinks. Google Analytics and Search Console are two useful tools that provide insights into your website performance. These tools also let you know the domain authority and 404 error pages present on the law firm website. Make sure that your firm is monitoring the key performance indicators (KPIs). These KPIs can be:

  • Return on investment (ROI)
  • Conversion rates
  • Number of new customers
  • Cost per lead (CPL)

Keep a close eye on these parameters and prepare a monthly report to tweak your law firm’s marketing strategies.


Improving the SEO strategies for a law website takes time; you cannot expect the results overnight. It is a prolonged race rather than just a sprint. As per the National Law Review statistics, around 97% of people utilize search engine results to search for law agencies. It implies that potential clients rely on search engines to visit law websites and seek legal advice. The marketplace for law firms has brutal competition, specifically when several agencies struggle to get on top of SERPs. All you need is to have patience and work on building up the domain and brand authority simultaneously.