SEO for Law Firms

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“The highly competitive UK legal sector grew by 8% last year. Firms need to make it easy for potential clients to find the services they require.”

Legal Search Engine Optimization: A Strong Case For Investment

Marketing and more specifically legal search engine optimization and this focused to the legal services sector is incredibly challenging. Not only is the marketplace highly competitive but securing buy-in for digital marketing campaigns amongst senior partners can also be difficult. Law firms have been relatively slow to adopt digital marketing and securing marketing investment relies on clear KPIs around cost-per-acquisition, return-oninvestment and increased revenue and profit. The results are worth it though.

Whilst legal SEO for law firms benefit from a very short sales funnel as most searches are made because people need legal advice it is essential to develop carefully targeted campaign supported with well thought out keyword strategies to achieve the industry standard average 4.35% conversion from search results.

Achieved a Click Through Rate of 0.09% generating a number of new sales

SEO or Search Engine Optimisation is a mechanism to improve the position of a website within the search results from search engines such as Google.

SEO for lawyers is particularly important for Google rankings because Google Bots, which search the internet for information, use complex algorithms to identify pages that are considered to be relevant and authoritative.

Nearly everyone looking for legal services looks online – for both self-help and professional advice. Effective lawyers SEO only happens when online content is regularly updated and organised into campaigns which focus on specific legal services in focused local areas.

For firms that master the art of SEO it is possible to increase revenues for lower than average conversion costs. This is why it is essential to work with an experienced SEO consultancy.

In the first month of activity the Cost Per Action was reduced by 20%
40% of small law firms do not have a website
legal search engine optimization
35% of small law firm have not updated their website for three years

Good SEO for legal firms isn’t just about securing a first page position on Google:

    1. Customers search for local businesses. Does your website appear on the front page for local searches?


    1. Information online needs to be accurate and up to date.


    1. Dedicated pages for different legal services provide an opportunity to further enhance SEO


    1. Great online reviews help to enhance the impact of great SEO


    1. SEO for law firms is great for brand affirmation and recognition


    1. A well-optimized Google My Business Page can increase the chance of someone clicking through to your business


    1. Effective search engine optimization for law firms delivers new business and that means an increase in revenue


    1. For Law Firms focussed campaign landing pages are essential


  1. Strategic use of keywords for specific campaigns (injury, family law, contract disputes) are essential, given the range of legal services available

75% of clicks are made from the first page results of a Google search

97% of people seeking legal advice use Google

74% of people visit a law firm’s website having decided to take action

Our approach

Legal SEO Means Creating Better Content

For all our clients we focus on building content assets which support search engine optimisation activities. These include work on the core website pages, blog content and off-page content which includes inbound link building. Ensuring that the content is relevant for the target audience is essential.

Optimization: Creating Content for Two Audiences

As part of our initial review of a client’s website we carry out an audit to assess coding, design, and page-load speed as these are all factors which negatively impact a domain’s Google performance. We ensure that across an extensive range of measures that Google’s bots are able to find and interpret client website content.

Building Authority and Trust

To ensure that a website is seen as a trustworthy and relevant site for Google’s Bots it is essential to identify other high-performing sites with related content to be able to develop relationships with each publisher, providing content containing links back to our client’s blogs pages and core content pages.

Measurable Results for the Lawyers SEO sector

It is essential that the results of our work can be measured. We achieve this through Google Analytics and Google Search console.

Our case studies

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