Search Engine Optimization for Law Firm Websites

SEO Basics

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Law Firm Website SEO

Search Engine Optimization (SEO) involves building and tweaking your website to encourage Google and the other search engines to list it higher up and more often in the search results.

I’m sure you’ve heard of it before, and when you’re building your law firm’s website you should keep it in mind, as it may ultimately be what gets your firm’s website to start generating traffic and new clients.

What is SEO?

The fundamentals of search engine optimization are quite simple, and they’re truly what matter most when optimizing your law firm’s website. Search engine optimization at its most basic (and essential) level, involves:

  • Selecting keywords that people search for are relevant to your law practice
  • Building quality website content related to your law practice
  • Including keywords in your page titles, headings, links, meta description and content
  • Getting other (quality, related) websites to link to yours

Basically, search engines like sites with lots of quality content, and including specific keywords helps let Google know that’s what your law firm web pages are about and how it should index them. When other websites link to yours, it tells the search engines that your site is credible and worth looking at.

How to Optimize Your Law Firm Website

Here are some basic things you should do to optimize your law firm’s website:

Research Law Firm Keywords

To optimize your law firm’s website, you should first perform some basic keyword research. You can check to see what search terms people are using to search for law firms in your area, and decide which searches are getting enough activity to justify targeting. Narrow your list down to a reasonable set of specific keywords combinations to target.

Build Quality Content

Having significant, quality content on your law firm website is crucial. Take the time to build out your law firm website pages with relevant information about your firm, the area of law you practice, answers to common legal questions and more. As you’re writing, include your keywords where they naturally fit.

Optimize Your Page Titles, Headings, URLs, Meta tags, Links

To further optimize your website and give Google an idea of what your pages are all about, you should include your keywords in a few specific areas:

  • Page Title: Appears at the top of your browser and in Google search results
  • Heading: Appears at the top of your page
  • Meta Description: Appears in Google search results under the page title
  • URL: The page’s website address (ex.
  • Links: Website links throughout your site linking pages together

Build Inlinks to Your Law Firm Website

Establish your website as a credible source of information by getting other websites to link to yours. You can find law firm directories and other resources that will list your website address and firm profile, or you can find complimentary websites and request a link exchange to start getting “link juice” flowing to your site.

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I'm a law firm website designer and developer. I help lawyers develop quality, affordable websites.

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