7 Important Concepts Of SEO Friendly Law Firm Websites

If you are a lawyer, you would want to reach your clients and help them to solve their problems without moving around looking for business directories. With digital marketing, every business is going online and setting up space for their growth. SEO helps many firms to reach their prospects with appropriate ranking techniques for generating qualified leads.

As a law firm, SEO can help you to boost your visibility and dominance on the web. Apart from receiving more traffic to your business website, SEO will ensure that only relevant customers visit the site. In this way, you reduce the customer acquisition cost and increase the ROI.

But, how do you make your law firm website SEO-friendly and ensure that you get the highest number of customers for your business? There are so many generic materials talking about SEO. But what you need is to learn tested methods that can rank a law firm website for the best results.

Follow these seven tips to boost your law website ranking, improve visibility, and grow your customer base.

1. Begin with Keyword Research

To rank your law firm high on SERPs, you need to identify the correct keywords corresponding to your business. A keyword research tool will help you find the most valuable keywords with high search volumes and low competition. The best SEO for law firm websites practices should focus on the keywords that define your fields of specialization.

After choosing your main keywords, you also need to incorporate semantic keywords. The latter refers to keywords related to your field to widen the reach. They may also be variations of words as preferred in different regions from your residence. For instance, if you have “lawyer” as the focus keyword, the semantic keywords may include solicitor, attorney, barrister, and so on.

It is also necessary to find the best long-tail keywords to rank your firm. The keyword tools you choose can suggest the long-tail keywords to use to increase visibility. These keywords take one or two words from the focus or semantic keywords and include more information to narrow down the search.

2. Create Valuable Content and Use the Keywords

SEO is essentially about content. The more valuable information you provide for your audience, the better you rank on Google. Many business websites create a few pages and talk about themselves and stop there. Google cannot recognize you as someone who can help people who need help, even if you are an expert in the field.

To prove to Google and other search engines that you can provide value and assistance to your clients, you need content revolving around your area of specialization. Instead of creating a two or three-paragraph About Us page, you should consider creating longer pages – add relevant stories about your business and how you came to rise as the ideal solutions to people seeking lawyer services in your city.

You also need to update content on your website regularly to teach search engines that you can provide value. Setting up a blog page on your website is necessary for businesses that want to thrive via SEO. Use the blog to provide information to prospects on what to do or what is required to achieve something – keep it relevant to your field. You can research your competition and learn how they use blogging to rank their sites.

Finally, make sure that you use the appropriate keywords to rank your content. Various long-form keyword variations help you to target specific audiences and draw them to your website. Follow the keyword density guidelines to avoid spamming (or keyword stuffing) and focus on being informative.

3. Create a Mobile-Ready Website

Google uses the ability to display everything well on mobile phones to rank websites. A mobile-oriented website focuses on creating a website compatible with mobile phones and designing a desktop version. Responsive websites that adapt to screen size can also help you reach your prospects on small-screen devices like tablets and smartphones.

However, the resizing of the screen is not the only thing that will hinder your site from ranking well. Improve site loading on a mobile device as well. You can use the free PageSpeed Insights tool from Google Developers to check how your website performs on both desktop and mobile devices. Click on the Docs link at the top of the page to learn how the tool works.

4. Add Links to Your Website

Links have an impact on how your law website ranks on search engines. There are two types of links – inbound and outbound. Inbound links point to your website from other sites and blogs, and outbound links point to resources outside your website.

Inbound links will increase your incoming traffic and teach Google that you offer value to your audience, while the outbound links make search engines determine that the information you publish is reliable and rank you. You also need inter-page links on your site to improve user experience and navigation.

5. Work on Website Link Structure

The link structure is the way URLs of pages on your site appear on search. If you are using a CMS (which most people do), you have many options for URL configuration. An SEO-friendly link structure includes your page title. You should ensure that you have your keyword at the beginning of the URL to improve your ranking.

6. Use Keywords in Images

Images are an essential part of a website. They improve the general page structure and offer a graphical representation of your page. For search engines to rank your content appropriately, you should name your images using the keywords you want to rank. Also, use the keywords in the alt attribute of your image tag.

7. Improve Your Meta Tags

Meta tags define how your website ranks. Title tags are the titles that appear on Google search results. They contain the keyword you want to rank for the page. Title tags may be different from the actual page titles to improve your ranking and be informative when your visitors arrive at your site. You should also update your meta description to inform search engines about the general information on your website.


Like any other business, law firms need to rank their websites to reap the benefits of SEO for long-term business conversions. Before you start working on off-page SEO, you should optimize your website first. When your page is ready to rank well, you can see tangible results when promoting it across the web.