SEO For Law Firms: What You Need to Know

seo for law firms


I’m just going to be blunt. You need SEO. For law firms, it’s one of the most effective marketing channels you can use to earn more clients.

If your law firm doesn’t have an SEO and content marketing strategy, you’re leaving serious money on the table. SEO for law firms is incredibly important for growing your clientele.

Don’t believe me?

Here’s some interesting statistics from the National Law Review:

  • 96% of people seeking legal advice use a search engine.
  • 74% of prospects who search online end up contacting the law firm’s office by phone.
  • 87% of people who contact an attorney go on to hire an attorney and 72% of them only contact one attorney.

Like many other types of professional service businesses, law firms are relying more and more on digital marketing strategies. Content marketing is becoming increasingly important for law firms who want to get more clients by increasing the flow of traffic to their websites.

If you want more web traffic and more clients, you need to invest in SEO. For law firms, it’s the best way to generate leads online. Right now, law firms have an excellent opportunity to use strategies that will help them stand out from their competition. Whether you’re a solo practitioner or a large law firm, SEO is important if you want to generate more leads.

Content marketing has been shown to be highly effective at generating leads, enhancing your brand, and converting leads into clients. In this post, you get an introduction to SEO for law firms. You will learn why SEO is important for your business, and how you can use it to earn more clients.


How Does SEO For Law Firms Work?

There are several reasons law offices should use content marketing to improve their law firm SEO. Content marketing is the best way to turn your website into a tool that generates leads for your business while you focus on running your firm.

When you create high-quality content, it increases your search engine rankings, which makes it easier for prospective clients to find your website. High-quality content also gives your prospect a reason to stay on your website. The longer you keep them on your website, the more likely they are to get in touch with you.

If you learn to create content that is engaging, your readers will be far more likely to express interest in your firm. Companies that blog get 67% more leads than companies that don’t. Also, a recent study found that 60% of consumers feel more positive about a company after reading custom content on its website.

Content marketing also helps law offices establish themselves as thought leaders. When you have a lot of helpful, relevant content on your website, it shows the reader that you have the expertise necessary to help them with their situation. It’s the ultimate way to position yourself as an authority.


How Should A Law Firm Use Content Marketing?

Content marketing is a powerful lead generation tool. When it comes to building your traffic, it’s a great marketing technique.

Not only is it great for your law firm SEO, It is also great for building authority and your online reputation. However, if it is not done correctly, not only will it not generate more leads, it can also make it harder for prospects to find your website.


Define Your Niche

The first thing you need to do before you start your content marketing program is to identify your niche. You need to figure out what space you will occupy in your field. You can’t target every single type of client, so it’s best to focus on one type.

This may seem counterintuitive. In order to focus on one niche, it means not pursuing other types of clients. If you try to be a “jack of all trades” it will be harder to rank for the right keywords. SEO for law firms is best done when you’re targeting a specific type of keyword.

Does your firm specialize in intellectual property for e-commerce businesses? Create content that is designed specifically to help e-commerce entrepreneurs understand the laws that impact them.

Perhaps you deal mainly in product defect cases. Your content should educate and inform potential prospects about the aspects of tort law that apply to product defects.


Pick your Content Marketing Channels

After you have identified your niche, you need to figure out how you will distribute your content to your audience. The great thing about content marketing is that there are many different ways you can communicate your message to your prospects. SEO for law firms can be very successful when  The content channels you use will largely depend on the niche you plan to fill.

Here are a few channels you should consider:

  • Blog: Having a company blog is a non-negotiable factor if you want to build influence. It’s arguably the most important component of your SEO strategy. The key to having a successful blog is consistency. You should be posting content on your blog at least once a week (more would be better). Not only does this help with search engine rankings, it also gives you a way to provide helpful guidance to your readers.
  • eBooks: Depending on your niche, it may make sense to publish eBooks. These are great ways to provide your customer with more in-depth information while establishing your authority. Additionally, eBooks are great lead generators. You can offer a free eBook in exchange for the customer’s information
  • Video: Visual content is great for prospects who don’t have time to read blog posts. It’s an easier way to distribute information. Also, visual content is the most highly shared form of content, which means your brand will gain more exposure.

Using different channels can help you reach a wider audience and provide more helpful information. You just need to find which channel works best for your law firm.



As I said at the beginning of this post, if you’re not using a viable law firm SEO strategy, you’re leaving money on the table. Your competition is getting the clients that are rightfully yours! This is why it’s important to understand SEO for law firms.

Legal firms benefit greatly from using content marketing as part of their overall SEO strategy. It’s arguably the most important component.

In some cases, you may not have time to work on your law firm SEO strategy. It can be quite time-consuming, right? If this is the case, you might consider hiring someone to handle your SEO strategy for you. Either way, SEO for law firms is a critical part of earning more clients. If you invest the time, energy, and resources necessary, you will see how much your firm will gain from it.

Either way, SEO for law firms is a critical part of earning more clients. If you invest the time, energy, and resources necessary, you will see how much your firm will gain from it.


If you need SEO services for your law firm, Artisan Owl Media can help you boost your search engine rankings and earn more clients. Sign up for your free SEO consultation today!


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