How to Make a SEO-Friendly Website for Lawyers

Himmat Singh Rathore

Himmat Singh Rathore

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Table of Contents

If you have created a website without thinking about SEO, you’re leaving money on the table at your law firm. you can improve your business by improving the design of your website.

Most of the sites are ranking in top 10, web-designs are done by professional web designers. good web design attracts people as well as SEO.

Today, We will tell you some things: your web-designer will not tell you.

Practice Area

Practice area is very important for both a lawyer and a client because the client would also like to hire an experienced lawyer.

For example, you practice in all the practice areas, but are you an expert in all the practice areas?


Then you can get your website designed by focusing more on any practice area.

Suppose you have won many divorce cases. But you did not highlight all this in the website, then how will the client know that you have ever fought any case in the court? It makes a big difference to the client.

You should also show in other practice areas that you have won divorce cases and doing this creates trust in the client for you.

you can mention all these in the about attorney page or create an attorney profile section in the sidebar.

Website Main Title

This is not the title of the website but it is the main feature of your law firm. every law firm has a special feature which it includes in the title of its website and you should also do it.

For example, you have won many divorce cases, so you can write in the title(main title) of your website: – Won 50+ divorce cases.


You should show the client’s testimonials on your website, but the client should be a little popular, which means there is no benefit in showing all the testimonials.

This means that we will not get any benefit from showing testimonials as content filler because people trust the testimonials of popular people only.

Featured in News

If the name of your firm has appeared in any news then you should show it in your website but the news website should also be somewhat popular and trusted.

For an example, see this news of NewYork Times.

If your news is similar to Brian Freedman’s news then you should also highlight the news on the entertainment attorney practice area page which Brian Freedman did not do in this manner.

I visited Freedman’s website but I found it lacking in optimization.


I have seen many lawyers’ websites in which their content is not at all focused on their features, that’s why their website is not able to rank in Google search.

The content should be clear and focused on what special you are going to give to your client.


The work of a blog in a law firm website is to provide important information about law to potential clients.

This blog post shows your knowledge and will also create trust for you in the potential client, Therefore, you should post blogs but which are useful for clients.

Do you need any help?

90% lawyers do not know much difference between local SEO and traditional SEO and they focus on ranking factors which do not have any positive effect on the ranking of the website.

But don’t worry we will tell you about local SEO

What is Local SEO for Lawyers

The online optimization that is done to attract online clients near you can be simply called Local SEO.


When the name of a city or a particular area is added to a search query, then you can call that query a local search query and these are mostly business keywords only.

Even a little traffic through business keywords can be very beneficial for business.

And this applies to your law firm as well.

Local SEO for Lawyers Strategies


1. Optimize Google Business Profile for Law Firm Local SEO

Google Business Profile (GBP) is the highlighted business listing used in the Google’s local pack search results. The box includes your firm’s business name, address, phone number, hours, and website. 

How to Optimize a Google Business Profile

Because Google uses your attorney Google Business Profile in its local SEO algorithms, your GBP must accurately reflect your legal business. Therefore, you should ensure it is set up correctly – and update it often. Again, this is free. And your prospective clients will use it. Below are several tips for optimizing your Google Business Profile:


The closer the user’s location is to your business address, the higher your business listing will be shown to the user in top of local pack.

You should open your office at a place where you are expected to get the most clients.

With this thing the distance between you and your client will always be less and by doing this your Gmb profile will be visible to more and more clients.

Physical Office

In local SEO, the first thing you should do is have the permanent office of your law firm.

Popular Location

The office should be in a place that is easy for your clients to reach.

It used to be seen that having an office at a popular place makes it easier for clients to go there because that location is known.

Route Traffic

Therefore, it takes very less time for the client to reach there.

Road traffic also matters a lot in local SEO because clients do not like to go to law offices on heavy traffic roads.


The website of a law firm that has good reviews ranks at the top in that area. Good reviews means there should be different variations of reviews and there should be no generic reviews.

Review should be in detail which boost local seo.


Most customers research a law firm thoroughly before hiring it and office photos indicate the credibility of the law firm.

You can also convert testimonials into GIFs.

2. Use Legal Directories as a Part of Local SEO for Lawyers

Online legal directories are the only place where creating a business profile benefits you, firstly you will get local clients, then your local SEO will improve and you will also get natural backlinks.

If you want a list of these legal directories then :

21 Best Legal Directories List

3. Improve Local SEO with Local Citations

Not much information about the business is given in local citation, only the name, address, phone number because there is no option for law firm to enter more information on such sites.

But citation is also very useful, it will give you extra clients, extra boost to local SEO and extra backlinks.


4. Master Link Building for Local Search Engine Optimization

Many lawyers focus only on legal directories and citations and do not do link building. But links are also very important in local SEO.


How to Build Links

Law firms can create links easily and it is not a difficult task.

Legal Directories Links

 In most of the legal directories, you will get the option to put the link of your website and this link is completely relevant and natural.


Local Citation Links

Local citation websites also provide the option to insert website links.

Forum Discussion Websites Links

Forum discussion websites are also good to get links but the discussion is on topic and your link is helpful for other forum users, it is very important, otherwise such links can have negative effects on the local seo.

5. Target Clients with Local Landing Pages

50% of law firms are not able to optimize the landing page properly, hence they do not get the benefit of it in local SEO.