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What is law firm SEO and why is it important for lawyers?
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How do attorneys benefit from improved law firm SEO?
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How does SEO work for law firms?
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Other factors that influence a law firm’s SEO besides keywords
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How much do law firm SEO services cost?
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How SEO, content marketing, and lead generation all work together for lawyers
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Local SEO for lawyers
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Adding your law firm to local online directories 
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How to choose the best legal marketing companies
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The 90-day plan for better lawyer SEO
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12 SEO optimization tips for law firm websites 
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Learn more
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Kaleidico — a proven law firm SEO agency
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Now, more than ever, attorneys need to understand the importance of law firm SEO so they can meet their target audience where they are — which is online doing legal research.

Yes, referrals still matter for generating new business, but referrals are not enough in a competitive market.

There are also many instances when a person doesn’t want to ask around for lawyer recommendations, mainly for privacy concerns. 

Today, people would much rather search online to find a lawyer than ask their friends or family for referrals. 

As a lawyer, you’ve probably heard SEO was important for generating more leads and traffic. But what does that mean? Is SEO just a marketing buzzword, or is it a real strategy?

In this comprehensive SEO guide for law firms and attorneys, I’m going to explain:

  • What SEO is 
  • How it works 
  • Why it’s important
  • How it can generate more case leads
  • Offer SEO tips
  • Give you a free 90-day law firm SEO guide.

Disclaimer: I am not a lawyer, but a content writer who writes for law firm websites, so please research your local laws before implementing these techniques.

Get more leads

Kaleidico’s proven marketing framework can help you generate more traffic and case leads. Schedule a discovery session to learn more about how we can grow your business.

What is law firm SEO and why is it important for lawyers?

Lawyers depend on their law firm’s website to generate monthly leads to find new clients. Search engine optimization (SEO) is a tactic that makes websites rank higher in Google searches. The goal is to increase visibility and website traffic.

Did you know that roughly 50% of most law firms’ clients started research with an online Google search?

By the way, Google isn’t the only search engine that SEO applies. 

When you apply law firm SEO tactics to your digital marketing campaign, you’ll also increase your website’s visibility in other search engines such as Bing, Yahoo, DuckDuckGo, etc. 

SEO works to improve organic traffic, meaning traffic that comes in naturally from Google searches. These are typically people searching for lawyers or how-to guides related to their legal situation.

With more traffic comes many more opportunities for converting your website’s visitors into paying clients.

Your next client is already out there searching online for legal help. Make sure they find your website instead of your competitors.

How do attorneys benefit from improved law firm SEO?

Ultimately, improving your SEO will position your website above your competitors in Google searches, get you more web traffic, generate more leads, and gain new clients to fuel your business.

Let’s break down each of these down benefits a bit further.

Position your law firm over your competitors

Getting on the first page of Google’s search engine results page (SERP) matters— a lot.

Many people correspond a website’s Google ranking with an actual ranking of the law firm itself. So, if your competitors’ website is higher ranking than yours in a Google search, you can assume the average person may view their company above yours.

For this reason, companies vie to get their website on the first page of search results. Once they’re there, they continue to work hard to rise to the position of #1.

Positioning isn’t just a psychological benefit — websites ranked higher get the majority of web traffic.

Around only 29% of people will read past the first page of Google search results.

If they can’t find what they’re looking for, they’ll just search for something different, rather than sifting through low-quality search results.

Improved authority and credibility

This is another one of those psychological benefits, just like positioning.

While it may be difficult to quantify, having an improved SEO and well-designed website can portray competence and inspire confidence in your web visitors to actually reach out to you for help. 

There’s sort of a halo effect that happens when people are searching online. They search for something, see the top ranking websites, and think, “These websites probably know what they’re doing, I’ll click on these sites.”

Because people assume that if your website’s ranking and design are good, then your company is good. If a company’s website or ranking is bad, then they’ll assume the company is bad too.

It’s not fair, but it kind of makes sense, doesn’t it? 

Get more traffic and generate more leads

This is the end game here. 

This is the main reason for marketing strategy — to generate more traffic to your website and create new leads to fuel your business.

Increased traffic to your website can be harnessed to generate new case inquiry leads. 

Once on your website, you can encourage your new visitors to reach out through conveniently placed contact forms, or offer a click-to-call phone number.

You can further entice people to fill out forms by offering “lead magnets” also known as “content upgrades,” which are freebies that people can get in exchange for submitting their email addresses. Think of free eBooks, PDFs, guides, those sorts of things.

How does SEO work for law firms?

Google’s mission is to organize all of the world’s information and make it easy to find when people need answers to their problems.

For lawyers and their firms, this means your website needs to produce tons of valuable content that can answer Google users’ legal questions, such as: 

  • How-to articles
  • Legal advice forums
  • Regular blog posts related to your key practice areas

The importance of keywords for SEO

Keywords are what make the SEO world go round.

Let’s just say for simplicity, that Google’s search algorithm likes to match keywords found in the prospective clients’ queries with keywords found throughout a website’s content and copy.

When a person searches “Michigan divorce lawyer” or “car accident lawyer,” Google does a quick deep dive to match keywords found in the searcher’s query with keywords found throughout millions of websites.

Then it provides thousands of search results organized by their relevance. By the way, it takes about 0.91 seconds for Google to do this.

This means all the blogs, images, meta-descriptions, and embedded videos on your website should also include important law firm-related keywords so that when people search for these terms, Google will recommend your website to them. This is called keyword optimization.

Another name for this type of search engine optimization is “on-page” because it mainly deals with what’s visible on the webpage — words and content.

Other factors that influence a law firm’s SEO besides keywords

Okay, so we now know how important keywords are for the search engine optimization process. But keyword matching isn’t the only thing influencing your law firm’s SEO.

Let’s look at the other factors that affect your law firm’s website rankings.

Google likes to recommend websites that play well with other websites. 

If several other websites have put a hyperlink in their blog posts or website copy that directs them to your law firm’s website, that’s considered a backlink.

The more backlinks your website has, the more credible Google thinks it is and will place it higher up in their search results.

Outbound links are the opposite. It’s when you place a hyperlink on your website that directs your reader to another website. But why do this? It’s part of the SEO game, and it helps make your articles more credible.

Especially when you make scientific or statistical claims that need to be backed up with proof. It’s recommended that every blog post has at least two outbound links.

Of the two, backlinks are more influential in improving your SEO. Makes sense, right? You want more websites referring people to your website than vice versa. 

If you’ve ever wondered why Wikipedia is almost always number one in Google search results, it’s because they are constantly producing new articles that have hundreds of outbound links, as well as hundreds of thousands of backlinks linking back to Wikipedia. Backlinking matters!

This type of SEO is called “off-page” because it deals with the number of inbound links, or backlinks, that a website gets, which is only visible to the website’s administrator and Google.

Technical SEO

This is considered a subcategory of SEO, and as you guessed it, is more technical than keyword matching or adding or receiving external website links.

Technical SEO is about following Google’s guidelines and organizing your website so web crawlers (bot programs) can quickly and easily navigate your website’s content and index it into Google’s search engine results.

As a general rule, you should aim to make your website mobile-friendly, and ensure your site’s navigation is intuitive and easy to follow.

If a human has a hard time navigating your website, a crawler bot probably will too.

Regularly writing and publishing new blog posts

Google’s updated search algorithm rewards websites that regularly publish new content.

When sorting search results for relevance, Google favors newer articles and blog posts, as they typically share new information, and theoretically can be more factually accurate. 

Think of updated medical journals or news posts — it’s better to get the latest news as opposed to old articles.

Every time you add a new page of content, such as a blog, Google’s crawlers will detect this change and index it to their search engine. 

As long as the content you’re producing is high-quality, every time you publish a new blog is a new opportunity for Google to re-evaluate your search engine rankings, potentially increasing its position in a Google search.

Regular blogging also gives your website a legitimate way to add more specific keywords throughout your website, improving your law firm’s SEO.

Lastly, regularly updating new content on your website proves to your clients that your firm is still practicing business and is accepting new cases.

If your website hasn’t published a blog in a few years, your web visitors may think your company has gone out of business. Google might too, not recommend your website, because nothing has been updated in a while. Google prefers to recommend fresh new content.

How much do law firm SEO services cost?

This is a bit tricky to answer because it ranges widely depending on the client, their budget, their industry, and their competition. Refer to this article for a more thorough breakdown of the cost of SEO and content marketing.

First, let me explain what an SEO specialist does:

  • Checks search terms, keywords, rankings, and analytics to monitor a website’s performance
  • Makes recommendations, and creates strategies on how to improve a website’s ranking
  • Perform keyword research to use throughout the client’s website and marketing materials
  • Perform competitor keyword gap analysis (studying which keywords the competition is using, so they can find under-used keywords to implement)
  • Regularly publishes new blog posts and high-quality website content
  • Regularly updates existing content for maximum optimization and search engine ratings
  • Create PPC ads and ad campaigns

As you can see, an SEO specialist is a strategist, who can help you identify where your website currently stands and can help you reach your traffic goals, whatever they may be.

But how can you improve your SEO rating if your website’s layout is completely out of whack? And who’s going to write all the new blogs?

As you can see, SEO works hand-in-hand with other marketing fields such as content marketing, PPC ads, branding, web design/development, and email marketing.

Many specialists will work for SEO companies so they can outsource the content writing or web development/design tasks to another employee.

For these reasons, it’s nearly impossible to give a price range, because every project is different and will require varying levels of support for each marketing focus.

However, often when it comes to the budget, hiring a law firm SEO agency will typically be the better deal than hiring one employee. For the same price, or not that much more, law firms get a whole team of experts to improve your SEO process.

How SEO, content marketing, and lead generation all work together for lawyers

SEO and content marketing work hand-in-hand to get your website noticed by your prospective new clients during a Google search.

SEO guidelines and competitive research tell you how to structure your website and what keywords to use throughout your site.

Content marketing works by writing blog posts that answer a Google searcher’s query. The goal is ultimately getting them to click on the blog to direct them to your website.

Once you have a visitor on your website, you’ll need to provide high-quality information and a great user experience. Visitors need to trust you so they reach out for help by filling out a contact form.

Both SEO and content marketing are essential for any legal lead generation strategy. With no website or blog posts, there can be no answers to a Google user’s query.

Local SEO for lawyers

You’ll know whether or not your local SEO efforts have worked if you search for “lawyer near me” and find your law firm high up on Google Maps search results.

While some law firms target a nationwide audience for high-profile cases, many law firms simply need more visibility in their hometown or tri-county area.

This is where local SEO comes in. 

The simplest way to improve your local SEO is to create a Google Business account for your law firm.

Once you’ve registered your company, you’ll get a Google “Knowledge Graph” that displays your:

  • Offices location on Google Maps
  • Street view photos of your office, which you can replace with your own professional photos
  • Address
  • Phone number
  • Hours
  • Reviews
  • Clickable buttons to direct visitors to your website
  • Click to call buttons
  • Question and Answers
  • Social media profile links

Adding your law firm to local online directories 

In addition to registering for a Google Business account, set up free profiles on these legal directory sites for more visibility and leads online:

SEO is one of the biggest buzzwords out there in the digital marketing world. 

As such, many marketing agencies are capitalizing on this and offering SEO services as an afterthought to their existing products. 

Before picking a company to handle your law firm SEO, reach out to see if they can provide case studies or testimonials from current or past clients as a form of social proof.

Ask questions like, “Do you have clients who rank on the first page of Google?” or “What competitive search terms do your clients rank at?” 

If lead generation is your main goal, ask the company for a rough estimate of the kind of leads they can generate for your company, including conversions into real clients.

Additionally, there are extra rules regarding advertising legal services online that every digital marketing agency should be aware of. 

The American Bar Association’s Rule 7.2 lists certain rules and ethical regulations that marketers and attorneys should follow before beginning a digital marketing campaign. 

Before choosing an SEO company or marketing agency, make sure they understand these laws so your marketing efforts aren’t thwarted.

The 90-day plan for better lawyer SEO

What is your ultimate goal for improving your law firm’s search engine optimization (SEO)?

Is it to boost your website’s traffic, position yourself above your competition, or generate more case leads? Trick question, you want all of the above. 

In this 90-day law firm marketing plan, we’ll break down month-by-month the steps you need to take. You’ll plan, execute, and analyze your plan’s performance so you can reach more potential clients.

The first 30 days — getting started

The first 30 days start with finding out exactly where your law firm’s website’s SEO currently stands.

Find out how much traffic you’re getting, and your search engine rankings, research your competitors and establish your goals. Then decides if you need a new website or upgrade.

Assuming your law firm already has a website, even if it needs an upgrade, let’s run an SEO audit.

Run an SEO audit on your website

An SEO audit looks at the health of your website to make sure there aren’t any critical errors stopping it from showing up on Google.

Broken links, shady backlinks, and a messy site structure are all things that need to be inspected to make sure your website isn’t underperforming.

The following tools can all be used to analyze a site’s performance and rankings:

They also make it easy to spot errors that need to be corrected.

Update or revamp your law firm’s website

It’s likely that you already have an existing law firm website.

However, if the website is outdated it likely needs to be re-designed and revamped.

If this is the case, the first 30 days of your plan will be dedicated to redesigning a new website.

In the meantime, we can still focus on learning what keywords your website is ranking for and understanding your competition.

Run a marketing inventory to assess traffic and organic keywords

Often many law firms come to us because they need more traffic to generate new case leads.

Without knowing the website’s current metrics, there would be no way to analyze if our SEO strategy is working or not.

Using the same tools to run the SEO audit, we can also begin to measure your law firm’s website’s monthly organic traffic, click-through rate, bounce rate, keyword rankings, backlinks, site speed, and conversions.

The point of this is to set a baseline to measure your new law firm SEO progress after 90 days.

Do keyword research, including researching your competitors’ keywords

Using Google’s Keyword Planner, as well as Semrush and Ahrefs, SEO specialists can establish seed words, concepts, and overall keyword topics.

The key is to find search terms that have a high enough monthly volume without too much competition so that ranking on Google’s first page of search results is more achievable. 

In addition, we will work with the client to understand who their main competitors are so we can do competitive keyword research.

When we study our clients’ competitors, we’re looking to see how much monthly traffic their websites are receiving, keywords they’re ranking for, keywords they’re running PPC ads on, and their top 5 ranking pages. 

Usually, the top-ranking pages are blog posts, which can then be used as inspiration for writing new blog posts.

Once we know about the competition and landscape, we can begin choosing keywords, topics, and seed words to build out an editorial calendar.

Create a content calendar

Create an editorial calendar of topics, keywords, and interesting blog titles that use your targeted keywords.

A Google spreadsheet is particularly helpful if you’re assigning blogs to multiple writers and need a central repository to house all of your upcoming content.

Depending on your goals and the competitive landscape, you’ll need to create a weekly or monthly blog schedule to ensure keyword-rich content is constantly being added to your website.

As a general rule, you should be publishing at least four blog posts a month. However, more is always better, as it increases your website’s organic keywords and can significantly boost traffic from Google searches.

Set up Google Business listing and social media pages for local SEO

If you haven’t done so already, make sure to register your law firm with Google Business.

This is known as local SEO. It helps your firm show up in the results for queries about services in your firm’s area.

Setting up social media pages is another important lawyer SEO tactic.

Don’t feel like you need to set up an account on every platform — stick to the basics such as Facebook, Twitter, and LinkedIn. 

Days 31-60 — begin content marketing, blogging, and analyzing results

It can feel like it takes a while to get SEO efforts for lawyers truly up and running.

But don’t forget that the first 30 days are about rebuilding your website, researching the competition, and setting up all of your channels and measurement tools.

However, by 30 days in, these essential systems and features should be set up:

  • A high-quality website design with a clean sitemap for better law firm SEO
  • Essential landing pages created that are optimized around specific keywords
  • Lead paths, and contact forms on every page of your website to generate leads
  • A content calendar filled with targeted keywords, intriguing article titles, different content pieces, and deadlines to keep blog production running
  • Social media and business profiles with updated information that directs to your website

Start content marketing: writing and publishing blogs

In the first 30 days, you built out the essential landing pages on your website — about us, contact us, attorney bios — now it’s time to produce a ton of blog articles.

Blog writing is essential for any content marketing strategy, which is what days 30-60 of your law firm SEO plan is all about. 

Did you know that blogs are one of the main traffic referral sources for law firms’ websites?

Every time a person searches Google for legal advice or help, they usually end up clicking on a law firm’s website that published the legal blog.

High-quality content can be one of your greatest SEO tactics.

Continue writing, distributing, and publishing content

Every week you should be publishing a new blog, at least. Remember, four blogs a month is the minimum, with more being better.

There are many law firm websites that don’t even purchase PPC ads because they get enough monthly traffic from their blogs alone.

In that sense, you could think of blogging or content marketing as another form of advertising.

From day 30 to 60, you’ll basically be writing, editing, and publishing a ton of blogs and waiting for Google to index them to show up in the SERP.

Track important KPIs, such as traffic, lead conversions, and more

At the end of 60 days, you should have at least four blog posts created and can begin to understand changes in your website’s traffic, conversions, and click-through rates.

Using analytics such as Search Console, Google Analytics, and SEO tools like Semrush and Ahrefs can give updates on a website’s performance and changes in its keyword rankings, which should be changing due to your recent blogging. 

Days 61-90 — monitoring, refining, and maintaining lawyer SEO

At this point, you should be seeing a drastic increase in traffic, conversions, and generated leads from your improved law firm SEO — mainly from your blog posts and improved website structure.

Now is the time to go back and look at the past three month’s content to spot new opportunities for optimization.

Audit and update existing content

It takes Google a while to crawl new website content, such as blogs or page updates or changes. 

Because of this, it can be hard to analyze a blog post’s performance immediately after you publish it. Waiting a few months is a good amount of time to truly understand a blog post’s potential.

Did you know that editing and updating your old content can be as valuable as producing new written content?

Now is the time to go in and delete underperforming blogs, or redirect them to more popular blog posts. 

Similarly, if you see a top-performing blog post’s Google ranking has dropped, consider updating that blog post by expanding it and rewriting it. In my experience, blog posts that are 1,000 words underperform compared to 2,000+ word articles. 

Perhaps you had great success with a particular keyword, and now want to branch out on similar keywords. Now is the time to do more competitive keyword analysis. 

Remember, just because your blog post was popular a month ago doesn’t mean it’s still popular. Things can quickly change, especially with Google’s search algorithm updates.

Analyzing and moving forward

At the end of 90 days, you’ll have a chance to review your initial campaign’s goals and objectives and compare them to your real results.

Did you see improvements in the KPIs chosen at the beginning of your law firm’s SEO plan?

If so, more analysis will be necessary to determine what strategies or tactics got you there. If you didn’t get the results you were hoping for, again, an analysis will be necessary for understanding what went wrong, and how to fix it going forward.

Note: Lawyer SEO is all about incremental optimization — finding and making little changes here and there that add up to make a huge difference.

Sometimes 90 days isn’t enough to achieve your goals, but it’s enough time to try out several ideas to see what works and what doesn’t, and then continue optimizing for the next 90 days.

12 SEO optimization tips for law firm websites 

Without even getting into the nitty-gritty of SEO, follow these tips for a quick refresh of your website.

1. Position your website for success with a new design and look

If your website looks like it was designed in 1995, you should probably address your law firm’s website design before diving into an SEO strategy.

A clean, modern website is a must. Remember, your law firm’s website is an extension of your brand and office. If it’s clunky and outdated, people will assume your firm is too.

2. Have a mobile-friendly design

Having an un-mobile-friendly design wasn’t a big deal 10 years ago — now it is. (Somebody tell the US Government to make their websites mobile-friendly, it’s 2022!)

Did you know that 54% of all internet traffic is done on a mobile phone? Yeah, that’s higher than what I originally thought too.

Ever tried to fill out a contact form on a mobile phone? Forgetaboutit! It’s not going to happen, and you can’t expect your visitors to fill out these forms either.

Having a mobile-friendly design has a two-fold benefit:

  1. It creates a positive user experience: Have ever visited an un-mobile-friendly website? If so, then you know you’re not staying on it very long.
  2. It’s more SEO-friendly. Mobile-friendliness is a big ranking signal in both Google and Bing’s search algorithms. If your website isn’t mobile-friendly, it’s probably never going to rank well.

3. Always be blogging

At a minimum, your law firm’s office should be publishing four blogs a month. 

If you’re unsure of what to blog about and aren’t familiar with keyword research, an easy place to begin is writing about your core legal services offered.

For example, if you are a personal injury lawyer who mainly deals in car accidents or truck accidents, then start writing legal blogs such as:

  • How do I sue after a car accident?
  • Can I sue if I wasn’t injured in a truck accident?
  • What to do immediately after you’ve been in a car accident
  • How to successfully win a car accident lawsuit case

When you write these blogs, you are providing answers for Google searchers seeking legal advice. The more blogs you write, the greater the likelihood of attracting more potential case leads for your business.

Additionally, the more your blog, the more your website’s ranking will improve, because Google favors updated websites to show in their search results — Google figures websites that haven’t blogged recently are no longer active.

So if your last blog post was in 2017, you’ve got some catching up to do!

Don’t have time to write all that content? 

Consider hiring a content studio experienced in legal marketing blog posts. They’ll be able to do all that competitive keyword research and blog writing for you, so you can focus on your clients.

4. Keyword researching and competitive research

Back in the day, people used to be able to successfully “keyword stuff” their websites and blog posts by adding as many keywords haphazardly as possible.

Nowadays, this SEO strategy will actually hurt your website’s ranking.

Instead, use Google Keyword Planner, SEMrush, or Ahrefs to find keywords that have a high-enough monthly search volume, so you’re writing about topics people are actually searching for.

Here’s a quick tip: Go to Ubersuggest, type in your competitors’ URL, and see what their monthly traffic is. Additionally, you’ll see which organic keywords they rank for, what PPC keywords they’re paying for, and their top-ranking pages. Then copy their strategy in a better way to outperform and outrank them. 

5. Attorney bio pages for better SEO and visibility in Google searches

Create individual landing pages for each of your attorneys with a short bio explaining who they are, why they got into law, and additional personal information to establish trust and authority with your audience.

Additionally, when people search for a specific lawyer in a Google search, your law firm’s website should be in the top results, making this a powerful SEO tactic.

6. Get Google reviews

The more ratings you have on Google, and the higher the ratings, the more likely your law firm is to be recommended to searchers when typing in “lawyer near me.”

However, you cannot bribe or compensate people for leaving positive reviews online, which breaks the American Bar Association’s Rule 7.2 on advertising legal services.

A good place to start is asking former, happy clients for a review.

First of all, does your law firm have a logo?

You don’t need anything too fancy or complicated, but it’s important that the logo and look are contemporary — meaning not cheesy and outdated.

Many law firm logos are just the law firm’s name in a serif font with a few design flourishes and embellishments.

If you want to update your logo yourself, there are plenty of free custom logo design websites out there — but I’ll warn these will give you a pretty generic logo.

I’d recommend working with a graphic designer who can find the right typeface and stylings that will give your web presence more production value than your competitors.

8. Make sure your website’s loading time is fast — or lose visitors even faster

Your website should take no longer than 2-3 seconds to load.

If it takes longer than that, your visitors will “bounce” off the page. 

Mobile visitors, which account for half of your website’s traffic, leave if the page doesn’t load in three seconds.

So what are some things that can make a website really slow? It turns out — a lot:

  • Pop-up windows
  • High-resolution images or file sizes larger than 1MB
  • Too many plugins
  • Bulky codes
  • Scrolling banner ads and other animations
  • Bad hosting
  • Malware, spyware, and viruses from a hacked website

9. Add multiple landing pages for each of your key practice areas

What’s “landing page” mean anyway? How is it different from a normal web page, you might ask.

A landing page is simply a page of your site that’s optimized for a specific campaign or purpose. Visitors “land” on it and are prompted with a specific call to action, such as to contact the car accident attorney at your firm.

When a person performs an action on your website, such as filling out a form, that’s considered a conversion. Other conversions can include making phone calls, subscribing to newsletters, or downloading a free eBook.

Therefore, you should set up numerous landing pages on your website to capture more conversions.

Create landing pages for each of your key personal injury practices such as:

  • Personal injury law
  • Wrongful death
  • Motor vehicle accident
  • Medical malpractice
  • Construction accidents

The more landing pages you have on your website, the longer your visitors will stay on your website.

10. Consider running PPC ads for an immediate traffic boost

SEO and content marketing are both long-term strategies that aim to get your website and its contents seen in more Google searches.

But if you’re feeling impatient, you could buy pay-per-click (PPC) ads on Google and have your website appear first in the paid search results within a day or two!

It’s best to work with a certified PPC company that knows what they’re doing so they can find underused, and lower-priced keywords for you to focus your PPC ads on.

11. Get more reviews — on your site and Google Business account

Speaking of advertising your personal injury legal services, you should really be asking past clients for reviews on your Google Business account.

Just be careful not to do anything that could be considered a bribe or compensate for your reviews, this is a huge no-no with the American Bar Association.

According to rule 7.2, lawyers can ask for reviews online, but can’t ask for fake reviews, and especially can’t bribe or pay people to leave positive reviews.

Also, it’s good practice not to ask current clients for reviews until their case is finished.

12. Add more videos and images to your website and blog posts

Here’s just another quick SEO tip that people don’t take advantage of — add more photos to your website or blog posts.

There are things called “alt-texts” which allow you to rename image files when placed on your website.

So if people search for “personal injury lawyers” and you have a photo on your website with the alt-tag “personal-injury-lawyers” this will improve your searchability.

The same goes for embedding videos on your website. 

Plus, videos and photos generally enhance your written content, so it’s good practice to add them anyway. 

Learn more

Learn more about marketing for your law firm with our proven 90-day framework. The best part—it’s free! Download now and schedule a discovery session with Kaleidico to answer all your questions.
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Kaleidico — a proven law firm SEO agency

Kaleidico is your law firm’s competitive advantage for transforming your online digital marketing and SEO strategy into a lead generation powerhouse.

As people begin searching for legal help online, they will discover your website and its blogs to attract them to your website, converting them into new case leads to fuel your business.

Try out our proven law firm marketing framework to watch your law firm’s traffic and case leads grow.

Photo by RODNAE Productions

About Matthew Dotson
Matthew Dotson is a freelance writer experienced in blog, copy, and technical writing. He covers everything from marketing and digital advertising to technology and senior living. Previously, he worked for a Y Combinator tech startup in the Silicon Valley and traveled the country covering auto shows for Ford Motor Company. Matthew is also a multi-instrumentalist who composes, produces, and records original music. He enjoys photography, videography, fine art, and cinema.

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