In order to stay competitive in the digital world, more and more emphasis is being placed on building a strong internet presence.  This includes things like maintaining social profiles and utilizing video and email to communicate.  But the most important digital marketing activities for your law practice should take place on your website, which serves as the starting point for all your campaigns.

Building a visually appealing website is great, but time and money will be wasted if you don’t consider SEO – both in the building and the ongoing promotion of your website.

The basics: SEO for law firms

Search engine optimization, or what’s commonly referred to as SEO is the driving factor behind your company website’s search engine ranking.  When your law firm’s website ranks high organically, you are more visible to people who are looking for your services.  Ranking organically differs from the paid advertisements that also appear on a search results page.  Pay Per Click advertisements (PPC) are a great way to generate traffic and leads, but there is a lot you need to do before you consider a PPC strategy.

SEO on your law firm’s website

You might be asking yourself, “What does optimization even mean?” It involves making your website as fully functional and effective as possible.  It’s about setting-up your website for success, and ensuring that each page is a high performing website page.  Here are the most important SEO steps you need to implement:

On-Page SEO Techniques

You have complete control over on-page SEO techniques, and you can make adjustments as needed based on your evolving keyword strategy.  The keywords you choose to rank for should be used in these elements:

  • Page URL
  • Page titles
  • Page headers
  • Content
  • Meta description

These elements are scanned by search engines for relevancy, and internet users view them as well.  Take a look at the example below of a page title and meta description.


An internet searcher can read this and determine if this is a website they want to visit.  As you can see, it’s important to use the right keywords in the correct locations.

Off-Page SEO Techniques

Law_Firm_SEO_Link_BuildingOff-page SEO techniques involve building inbound links and getting other sites to link to your website.  These external links are very important because Google and other search engines place an emphasis on these.  They function as votes for your site, and the more votes the better.

Obviously there needs to be a reason why another site would link to yours.  Remember, a static website is boring and doesn’t warrant a link.  But updating your website with relevant, educational content can help build links.  This content often takes the form of blog articles where you share useful insight about your industry.

Social Media Sharing

To build on the concept of blogging, you need to make it easy for website visitors to share your content.  That’s why you want to include social share buttons on your website.  And you can kick-start the social media sharing by posting your latest blog articles to your social profiles.

Why does sharing your blog articles matter? Because Google and other search engines like to see consistent traffic coming to your site from a variety of sources.  When you have a well-optimized website, you’ll start to generate organic traffic.  And when you share your blog articles with your social media networks, search engines will recognize that traffic as well and adjust your rank accordingly.

Ultimately, the SEO elements included in this article are design to help drive qualified traffic to your firm’s website.  Once on your website, you can engage them with relevant content, convert visitors into leads and leads into customers.

Have more questions about SEO for law firms?  Leave a comment below and we’ll be sure to respond!