On Page SEO For Law Firm Websites

Law Quill | On Page SEO For Law Firm Websites

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Search engine optimization (SEO) is the process of implementing digital marketing tactics to improve website traffic, search engine visibility, conversions, and more. The elements of any given SEO strategy depend on a business’s needs and goals. However, many law firms can benefit from similar SEO strategies and tactics. If you are looking for information on on-page SEO for law firm websites, you have come to the right place. Keep reading to learn about the components of an SEO-friendly website, improving your site’s search engine visibility, and more. 

Understanding On-Page SEO for Law Firm Websites 

In today’s technologically-driven world, most law firm clients find their attorneys online. Search engines like Google are used to find those lawyers and where they practice. If your law firm doesn’t have an optimization strategy in place for its website, it is unlikely you will see as many user-to-client conversions as you would like. 

Fortunately, you can take steps to improve your law firm’s website and overall online presence. With the right on-page SEO strategy, your law firm could see the following:

  • Increased law firm search engine visibility 
  • Improved rankings among competitors 
  • Improved law firm reputation 
  • Consistent or increased traffic to your website 

To get started, you should evaluate five components of your website and digital marketing strategy: keyword strategy, website design, brand, optimization, and content marketing. 


5 Components of an SEO-Friendly Law Firm Website 

While Google’s formulas for determining what makes a quality website change, certain components always have the potential to create an SEO-friendly law firm website. While it will take time and money to improve your website, doing so has the potential to bring in new clients. Remember: it may also take one case to make your money back and continue growing your firm. 

The order in which you work with these components will depend on a number of factors, including your budget, bandwidth, and goals. You may work on different pieces at different times or on everything all at once. No matter what, it is essential to remember that there is always a degree of trial and error with SEO. If something does not work the first time, simply try something different. 

Keyword Strategy 

Developing a solid keyword strategy is crucial for improving any website’s SEO. If you are new to keyword research, consider using tools like Ahrefs and Google Keyword Planner to get going. You want to choose target keywords to base content on, like “Ohio personal injury attorney” or “Little Rock, AR defense lawyer.” What you choose will depend on the area of law you practice and where your office is located. You should also target phrases potential clients are likely to type into a search engine when looking for your services. 

Website Design 

The structure and appearance of your website play a significant role in the traffic your draw to your site. Your website needs to be intuitive so that visitors are able to navigate to what they need quickly. It is also crucial that your website loads fast. Not only will this encourage clients to stay on your website, but it will also make it easier to Google to crawl your website and index your pages – hopefully at as high a ranking as possible. 

A successful law firm website is built with SEO in mind – from the first line of code on. If you choose to outsource your design needs to a digital marketing company or professional, they can help you determine the best structure for your goals and your clients’ needs. 

Clear Branding 

An SEO-friendly website has a clear and easily recognizable brand. No matter what area of law you practice, you are likely aware of how competitive the legal industry can get. When you add niche practice areas, the competition gets even stiffer. To ensure your law firm stands out, you need to invest in elements like photography and videography, a professional logo, and an attractive website. Your brand should also include specific colors and fonts that you use throughout your site and social platforms,  as well as on any print media you produce. 


There are multiple layers to any successful optimization strategy. While you can start with examining your on-page elements, remember that you need to also look at off-page optimization and conversion optimization to ensure that all digital aspects of your law firm are in the best possible condition and able to reach potential clients. 

On-Page Optimization 

Once you have a keyword strategy and list, it is time to incorporate them into your website’s content. Remember to avoid keyword stuffing, as putting too many keywords in a single piece of content could actually hurt you. 

In addition to incorporating your keyword, on-page optimization involves constructing your page in a way that is search engine friendly. This means having your keyword in your title and heading, adding internal and external links as needed, and including high-quality images ad corresponding alt text. Depending on the state and age of your website, you may be able to update pages with new SEO practices, or you may need to start from scratch. 

Off-Page Optimization 

Contrary to what its name implies, off-page optimization is not the opposite of on-page optimization. Instead, the two complement each other and, when done properly, work together. Off-page optimization typically includes local optimization, review generation, and linking building. 

To improve local optimization, consider what you can do to complete your Google Business Profile. The more complete your listing, the better. In terms of reviews, it is essential to encourage clients to leave reviews for your services – especially clients who were pleased with your help. Finally, earning links from other websites that Google considers reputable can improve your site’s overall reputation and trustworthiness. 

Conversion Optimization 

In addition to on-page and off-page optimization, you also need to incorporate a conversion optimization strategy into your SEO plans. Consider what type of experience you want potential clients to have when they reach your website. Make sure they are able to find the information they want and can quickly contact you. To do this, you could incorporate simple menu navigation and clear call-to-action buttons. 


Content Marketing 

When it comes to marketing your law firm online, there is more to it than keeping your website updated. It is essential to understand the different marketing avenues you can explore – whether you try a new blog post schedule or look into advertising on Google or a social media platform like Facebook. You may need to try multiple content marketing strategies to see the results you want. 

How to Boost Your Law Firm Website’s Visibility 

Even with numerous on-page SEO strategies, you will not get website traffic if your website is not accessible. Your chances of conversions increase significantly when your website appears on the first page of a search engine for any given user search query. There are a number of ways to improve your website’s visibility and rankings that involve advertising, reviews, and social media. 

Understand Your Advertising Options 

When it comes to posting paid ads online, Google Ads and Facebook are most common for attorneys looking to retain new clients. If you are looking to network, LinkedIn may be a better option. Google Ads and Facebook have ad managers where you can track the progress of your campaigns. You may choose to implement different campaigns at different times of the year, depending on the types of cases you are seeking. 

Monitor Your Reviews

Reviews are crucial for law firms – especially when it comes to improving online visibility. When you have real clients leave positive reviews about their experiences under your legal guidance, potential clients have the opportunity to read them and get the reassurance they may feel they need to contact you. Unfortunately, not every review will be positive. Depending on the situation, you should either respond to the review in a professional manner or, if applicable, submit it to Google as spam. 

Use Social Media 

Sharing your content on Facebook, Twitter, and LinkedIn is a great way to share your knowledge and let potential clients know you are available. Consider implementing a schedule to ensure your activity on all of your platforms stays consistent. You can revise what you share and how you share it based on the different platforms’ parameters. Remember to interact with posts and commenters. This is a great way to attract potential clients to your website. 

How Law Quill Can Help With On Page SEO

Improving on-page SEO for law firm websites can seem intimidating – especially if you have never taken on such a task. Fortunately, there is a breadth of information at your fingertips and professionals who are ready to help you meet your goals. 

Law Quill is here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call on our calendar today at your convenience. You can also email us at support@lawquill.com.