How to Boost Your Law Firm's Visibility and Get More Clients

Let’s face it — We’re living in a digital-first world and your potential clients aren’t flipping through the phone book anymore to find legal services.

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Nope, they’re turning to Google. 

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Which means that if your law firm isn’t ranking toward the top of search engine result pages (SERPs), then you might as well be completely invisible because you’re missing out on valuable leads and all the new business they could bring you.

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But it doesn’t have to be that way! Search Engine Optimization (SEO) helps law firms like yours rank higher on search engines so that when your clients are searching for the services you offer, your brand is the first thing they see!

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It’s a complicated field though, so if you’re feeling overwhelmed by the prospect of optimizing your digital presence for SEO, then consider this blog your guide.

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Today, we’re taking you through the process step-by-step to give you the tools you need to improve your website’s visibility, rank higher on Google, and turn more online visitors into clients!

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Ready to get started?

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Why SEO is Crucial for Law Firms

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You know that ranking on Google and other popular search engines matters — but what else makes SEO such a game-changer for law firms specifically?

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Beyond just visibility, a strong SEO strategy can change how you connect with your clients and grow your practice.

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Here are some more reasons why SEO is worth your firm’s time and investment:

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• Increased Visibility — SEO helps your firm show up towards the top of search results, right where potential clients can see them while they actively search for legal help.
• More Targeted Leads — By targeting the right keywords, like “personal injury lawyer in [your city],” you can attract the clients who are already searching for the exact services you offer.
• Cost-Effective Marketing — Unlike paid ads that stop working as soon as the budget runs out, SEO continues to bring in leads over the long term and without extra spending.
• Builds Trust and Authority — A top ranking on Google helps your firm appear more credible and reliable, which makes it more likely that clients will reach out once they find you.
• Local Client Focus — Strong local SEO makes your firm stand out in “near me” searches and get noticed on Google Maps by clients in your area.
• Staying Competitive — Many law firms still haven’t fully embraced SEO. Getting ahead now gives you a clear advantage over competitors in your local market.

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How to Use SEO Strategies to Attract More Clients

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So, if you’re convinced that a strong SEO strategy is exactly what your law firm needs to boost client acquisition and grow, then we’re here to help you do it!

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Just follow these 6 steps to create a results-driven SEO strategy that boosts your rankings, attracts the right clients, and helps your firm stand head and shoulders above the competition!

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Step 1. Identify Your Target Keywords

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A solid SEO strategy also starts with the right keywords.

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Start by figuring out what words, phrases, and questions your potential clients are using when they search for legal services. You can use tools like Google Keyword Planner or SEMrush to help you find those relevant keywords and phrases.

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Focus on specific terms that offer high-volume, lower competition, and match your practice, like “divorce lawyer in [your city],” or “estate planning lawyer,” or “personal injury lawyer near me.”

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Don’t forget to include long-tail keywords either, which are longer and more specific (i.e., “best child custody lawyer in Los Angeles” or “how to file for bankruptcy without losing your home”).

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Finding the right keywords and phrases will help you capture best-fit leads who are looking for detailed answers or the exact services you provide.

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Step 2. Optimize Your Law Firm’s Website

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Once you’ve identified the right keywords to use, the next step is to use them!

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Optimize your web design for SEO success by using your keywords in all the right places and getting your site in top shape. Here are some on-page SEO essentials to follow:

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• Use Your Keywords Strategically — Sprinkle your target keywords in key areas of your website like title tags, meta descriptions, headings (H1, H2), and throughout your content (blogs, FAQs, case studies, etc.).
• Create Clear and Unique Page Content — Make sure each page of your site focuses on a specific topic or service, like “Personal Injury Law” or “Estate Planning,” and provides valuable information that potential clients can use.
• Make Your Website Mobile-Friendly — You can count on plenty of potential clients using their phone to browse your website, so your site needs to load quickly and be easy to navigate on any device.
• Improve Page Load Speed — A slow website will drive your visitors away, which will lower your dwell time, and hurt your rankings. Speed things up by optimizing images and reducing unnecessary scripts.
• Add Clear Calls-to-Action (CTAs) — Guide visitors to take the next step, like contacting you for a consultation or filling out an inquiry form.
• Use Internal Links — Link to other relevant pages on your site to make navigation easier and help search engines better understand your site structure.

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Step 3. Create High-Quality Content That Ranks

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Content is what will drive organic traffic to your site.

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If you don’t have an in-house team to help you with content creation, then you should really consider partnering with an agency or some talented freelancers to get you the high-quality content you need.

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Here are some ideas for the types of content you can focus on:

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• Blog Posts — Write articles to address common client questions or concerns, like “What to Do After a Car Accident” or “How to File for Divorce.” These are extremely useful for not just driving traffic but providing valuable insights that keeps your visitors on your site longer and positions your firm as a trusted resource.
• FAQs — Create a dedicated FAQ section on your site that answers frequently asked questions you know potential clients will ask, like “How much does a personal injury lawyer cost?” or “How long does a divorce take?”
• Guides and How-Tos — Create detailed guides or step-by-step instructions on common topics your potential clients are wondering, like “Estate Planning Made Simple” or “How to Prepare for Your Court Date.” These resources are great for attracting people who are looking for information and practical advice.
• Case Studies — Share stories about how you've helped past clients (with their permission, of course). This highlights your firm’s expertise and lets potential clients see real examples of your work and how you've made a difference for others.
• Videos — Make short videos (either animated or live) that explain legal topics in easy-to-understand language, introduce your team, or offer quick tips like “3 Things to Do After a Car Accident.” Videos are engaging and dynamic, and help potential clients connect with you on a more personal level.
• Ebooks or Guides — Offer downloadable resources on topics like “Your Rights in the Workplace” to attract potential clients and show that you're knowledgeable in your field. These can position you as an authority and provide value to your audience.

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Step 4. Level Up Your Local SEO

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Most of your potential clients will be from nearby so level up your local SEO so that your firm is more visible to clients searching for solutions close to home.

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Here are some quick tips you can implement to help you do this:

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• Set Up or Update Your Google Business Profile — If you don’t already have a Google Business Profile, get one! It will help you show up in local searches and make your firm show up on Google Maps. Once you have your profile, be sure to add accurate information like your law firm’s name, address, phone number, hours, and practice areas.
• Use Local Keywords — Include location-specific terms like “family lawyer in Dallas” or “estate planning attorney in Miami” on your website and profile.
• List Your Firm on Directories — Add your business to directories like Yelp, Avvo, and FindLaw to make it easier for clients to find you online.
• Ask for Reviews — Politely ask satisfied clients to leave reviews on Google or other platforms. Positive reviews can improve your rankings and build trust so if you have to offer incentives to your clients to get them, do so!
• Add Photos to Your Profile — Upload professional photos of your office, team, or logo to make your profile more visually appealing, engaging, and trustworthy.
• Check for Consistency Across Listings — Make sure your business information (NAP) is the same on all platforms, including your website and directories.

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Step 5. Build Authority with Backlinks

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Backlinks are links on other reputable websites that take their viewers to your website.

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They also show search engines that your site is trustworthy and valuable to users. Since all of this works to improve your site’s credibility and rankings, it’s definitely worth it to get as many quality backlinks as you can.

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You can start by listing your firm on reputable directories like Avvo, Justia, or Find Law or by contributing articles or legal blogs to industry sites.

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And don’t go it alone! Consider teaming up with local businesses and organizations or even local media for mutually beneficial partnerships. For example, you can provide expert legal content for a local news story or collaborate on community events with other businesses, earning valuable backlinks on their sites while boosting your visibility and reputation in the process.

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These connections not only improve your SEO but also strengthen your presence in your local community!

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Step 6. Track and Adjust Your SEO Performance

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Above all, remember that SEO is never a “set it and forget it” strategy.

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You’ll need to constantly monitor your SEO performance. Use tools like Google Analytics and Google Search Console to monitor elements like your site’s traffic, content ranking, and conversions. Pay attention to the strategies that are working and the strategies that aren’t.

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Do you have a specific blog post or keyword that is driving results? Great! Expand on those topics!

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Other content that isn’t performing as well? That’s valuable information too — it shows you where to shift focus so you don’t waste time and resources.

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Consistent monitoring will help you identify gaps, refine your strategies, and stay ahead. SEO is an ongoing process and adapting to what works will make sure that your firm keeps attracting the kind of clients you’re looking for!

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Common SEO Mistakes for Your Law Firm to Avoid

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Even with the best intentions, it’s easy to make mistakes that hurt your SEO efforts and keep your law firm from reaching the right clients.

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To keep your efforts on track, watch out for these common pitfalls:

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• Ignoring Local SEO — Not optimizing for local searches means missing out on clients looking for legal services in their area. Make sure that your law firm ranks in “near me” searches and on Google Maps.
• Keyword Stuffing — Overloading your content with keywords can negatively affect readability and SEO rankings. Focus on using relevant keywords naturally in your valuable content.
• Publishing Thin Content — Short, low-value content might be easy to crank out, but it won’t help you rank or attract clients. Instead, focus on creating detailed, helpful pages that address client questions and concerns.
• Neglecting Mobile Optimization — If your website isn’t mobile-friendly, you risk losing leads since most searches for legal services happen on smartphones.
• Overlooking Page Speed — Slow websites frustrate visitors and hurt your search rankings. Optimize your site for faster load times to keep potential clients engaged and navigating with ease.
• Forgetting About Reviews — Reviews play a key role in local SEO and trust-building. Encourage your happy clients to leave positive reviews on Google and legal directories. Incentivize this if you have to!
• Ignoring Analytics — Without tracking SEO performance, you won’t know what’s working. Use tools like Google Analytics to monitor traffic, rankings, and conversions.
• Skipping Meta Descriptions and Title Tags — These elements help search engines and users understand your content. Write clear, keyword-optimized titles and descriptions for every page.

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Ready to Start Attracting More Clients?

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Of course, the easiest way to avoid common pitfalls and make sure that your SEO strategies are optimized for success is to find the right SEO expert to partner up with.

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So, if you’re looking for SEO pros, copywriters, graphic designers, and other experts to help with keyword research, SEO-optimized content creation, and content marketing to boost your visibility, then Designity is the partner for you.

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Designity is an innovative Creative as a Service platform that is made up of the top 3% of all of the talented creatives who apply each year, meaning that your creative team is guaranteed to be the best of the best and ready to get your brand the content you need to drive organic traffic and attract more clients.

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Check out our SEO and content marketing service page and portfolio and our legal marketing service page to see how Designity’s SEO experts and talented creatives have made all the difference for law firms just like yours.

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If our style vibes with yours, go ahead and book your demo call. We can’t wait to get you started with a two-week, no-obligation trial so you can test drive our SEO, design, and marketing services and see firsthand why Designity is the SEO and content marketing partner you’ve been dreaming of!

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Are you ready to attract more leads and take your SEO to the next level?