Search engine optimization (SEO) is one of the most cost-effective ways for law firms to attract new clients. The good news? You don’t need a massive budget or a dedicated marketing team to start seeing results. With just a few simple steps, your firm can strengthen its online visibility and move closer to the top of search results. Here are some actionable strategies you can implement today.
Claim and Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is often the first impression potential clients see when they search for your firm. Please do the following now to claim and optimize your Google Business Profile:
-
Make sure your listing is claimed and verified,
-
Add accurate business hours, a phone number, and an address,
-
Upload professional photos of your office and team, and
-
Regularly post updates (such as blog links or firm news) to show Google your profile is active.
The above boosts your visibility in local map searches, which is a critical tool for law firms that rely on clients in specific geographic areas.
Improve Your Website’s Page Titles and Meta Descriptions
Search engines look at your page titles and meta descriptions to determine what your pages are about. A few quick tweaks can improve rankings and click-through rates.
If you haven’t already, try the following:
-
Include keywords potential clients would actually search for (e.g., “Seattle personal injury lawyer” instead of “Home”),
-
Keep titles under 60 characters and meta descriptions under 160 characters, and
-
Write compelling descriptions that invite people to click.
Add Local Keywords to Your Content
Clients rarely search just for “probate lawyer” or “criminal defense attorney.” They search for “probate lawyer in Seattle” or “DUI attorney near Tacoma.”
Given this, make sure you:
-
Sprinkle local keywords naturally into your practice area pages and blogs,
-
Create dedicated pages for specific cities or neighborhoods you serve, and
-
Mention local landmarks, courts, or communities when relevant.
All of this helps you show up when people nearby are looking for your services.
Speed Up Your Website
Google favors websites that load quickly. If your site is slow, you may lose both rankings and clients.
If speed is an issue, try the following:
-
Use free tools like Google PageSpeed Insights to check load times,
-
Compress large images,
-
Remove unnecessary plugins, and
-
Make sure your website is mobile-friendly—since more than half of searches now happen on phones.
Start a Blog and Post Consistently
Fresh content tells Google your website is active and authoritative. Blogging also gives you opportunities to rank for questions your clients are already asking.
When blogging, focus on client-centered topics (e.g., “What happens if you’re injured in a rideshare accident?”).
Also, aim for at least two to four posts per month. End each post with a call-to-action, encouraging readers to contact your firm.
Build Internal Links Between Pages
Every page on your website should connect to other relevant pages.
For example, if you write a blog on “Steps After a Car Accident,” link it to your “Car Accident Lawyer” practice page.
This helps Google understand your site structure and keeps visitors engaged longer.
Ask for Reviews From Happy Clients
Online reviews are a strong trust signal for both search engines and potential clients. Therefore, ask satisfied clients to leave a review on Google, Avvo, or Yelp.
Respond to reviews—positive and negative—with professionalism, and add a review request link to your email signature.
The more authentic, positive reviews you collect, the more your firm will stand out.
Defacto Digital is Here to Help!
Defacto Digital has been helping attorneys and law firms build a successful web presence for over 20 years. Our team stands ready to help you either create your first virtual office or make your existing website more accessible, rewarding, and effective.
Our websites are created by a skilled website developer with years of experience. The content for your site is drafted by a licensed attorney (turned legal marketer) who knows how to connect with clients and clearly communicate legal issues.
Simply contact us today and let us begin to market your firm in the direction that it wants to go…up! No matter your practice area, we’ve got you covered. Websites that work, always!