Law Firm Marketing: 6 Local SEO Practices to Skyrocket Growth

Law Firm Desk

Digital marketing is a must-have for any law firm these days.

With more and more people spending time online, it’s vital your firm has a strong online presence to catch the attention of clients, both old and new.

Local SEO is one of the most effective tools in your arsenal for increasing the flow of qualified traffic and getting more leads for your business, especially if you’re a smaller firm.

Optimizing your local SEO means focusing on a base of local clients, who are in the optimal position to need your services. It’s also a good way to stay competitive against larger firms.

Larger firms can offer greater resources, but you can compete by offering more local and focused services for clients, cornering a nice niche for yourself.

To help you get started, here’s a list of SEO practices you can use to grow your law firm and generate more business.

1. Hone in on local keywords

Keywords are the foundation of any SEO strategy.

Do some research to find the optimal keywords you rank for, and insert those keywords strategically in your content.

Keywords can fit into different areas, like the title, meta tags, and body, allowing you to use them flexibly to get the results you want.

These keywords are great for getting more attention on search engines because they’re often the terms prospective clients use when searching for relevant legal services. 

One thing to keep in mind with your keywords is local elements like street names and landmarks. These details help establish your area, making it easier for you to appear in search results for clients near you.

2. Add location pages to your website

Search engines constantly crawl your site to find the most comparable matches to provide on the search results page whenever would-be clients search for legal services.

If your firm has more than one brick and mortar location, it may help to have multiple location pages for each office. Each page contains relevant information, including hours, contact details, and address that can help nearby clients get in touch with you more easily.

Keep in mind that the contact details you include should be consistent to make it easier for search engines to find you, especially when you have those details written on other pages like business listings.

Pay special attention to how you write street, avenue, and road, as well as suite numbers to avoid confusion.

3. Claim your business listings

One of the most effective strategies you can use is claiming business listings, specifically Google Business. Take the time to recover your Google Business Listing. It’s a great way to help you rank higher on Google Maps and increase your visibility on regular search results.

Create a Google Business account if you haven’t already.

Once you’ve filled in the requested information, it’ll appear in your Business Profile, which appears in local search results. Make sure your information is accurate and up-to-date to ensure your firm is relevant to related searches and increase the flow of traffic.

While you’re at it, take the time to claim all other listings under your business’s name to further increase your visibility. Remember to remove any duplicate listings to avoid confusing Google and ensure your information is accurate to maximize your gains.

4. Collect reviews from your clients

Photo Credit: Sora Shimazaki | Pexels

Reviews are a great way to build trust with your clients and get more clients to turn to your firm in times of need.

Most clients tend to trust reviews as a resource when deciding which businesses to hire, and law firms are no exception.

Make a habit of sending emails after clients requesting reviews so you can share those reviews on your site or business listing. Future clients can then read the reviews and you can start building trust with them before your first meeting.

While getting a 5-star rating is good social proof that your firm comes highly recommended, how you deal with negative reviews can also work as a way to attract new clients.

Deal with those reviews promptly whenever they pop up. It’s a way to show your devotion to making things right whenever clients are less than satisfied. It demonstrates a willingness to improve moving forward.

5. Optimize for mobile search

Local searches and mobile go hand-in-hand. More and more users are using mobile devices like smartphones and tablets to search for essential services, and it pays to take advantage of the trend.

Some of the most common ways people can use your site in a mobile environment are by looking for directions, checking reviews, and searching for your contact details.

Make your website responsive. Responsive website design helps your pages adjust to differently-sized screens so your content remains readable no matter what devices your visitors use.

Positive user experience is one of the most integral elements in modern web design, so consider investing in responsive design.

Think of it as another way to make things easier for clients and prospects, which can increase the chances of them contacting you for help.

6. Create interesting content

Good content often plays a major role in attracting more clients, and it’s especially true for local SEO. Creating quality content is another way you can make yourself useful for clients above and beyond the legal services you already provide.

You can use blog posts or videos to share your expertise and offer some simple legal advice to help your viewers with more minor problems.

As for local optimization, consider using local goings-on as the basis for new, locally-focused content. For example, you can write articles to provide simple legal advice for local businesses to offer some educational support in case they find they need it.

Creating local content is a good way to make yourself a local authority and get the right attention from any nearby would-be clients.


Local SEO is often a good place to start when it comes to growing your law firm, especially if you’re just starting out. These tips can help you start strong, but keep an eye out for other ideas that can help you maintain a competitive edge.

With these in mind, your firm can not only grow but also make yourself all the more useful to clients and create more business opportunities as you move forward.

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