How Law Firms Can Improve Their SEO and Attract More Clients

Written By Tom Stansfield

We’ve had several chats in the last week with clients who are ready for the next stage of their organic growth and having a strong online presence is no longer optional, it’s imperative so whether you’re a sole practitioner or part of a large firm, Search Engine Optimisation (SEO) and now - Generative Search plays a critical role in helping potential clients find your services.

Here are some key ways law firms can improve their SEO to increase visibility, drive traffic, and generate more enquiries.

1. Optimise Your Website for Search

Start by making sure your website is doing the basics well.

  • Keyword research: Identify what potential clients are searching for, phrases like “family solicitor in [location]” or “how to get probate advice” can be great starting points.

  • Meta tags: Each page should have a unique, keyword-rich title tag and meta description that clearly reflects the content.

  • Header structure: Use clear H1, H2, and H3 tags to organise your content logically.

  • Image optimisation: Use descriptive filenames and include relevant alt text for every image.

2. Focus on Local SEO

Most legal services are local by nature, which means local SEO should be a top priority.

  • Google Business Profile: Claim and complete your profile, keeping it up to date with accurate contact details, services, and opening hours. Add photos and make use of the updates/posts feature.

  • Location-specific content: If your firm serves multiple towns or cities, create a dedicated page for each, optimised for that specific location.

  • Online directories: Ensure your firm is consistently listed across trusted legal and local directories (e.g. Yell, Law Society, Thomson Local).

  • Encourage client reviews: Genuine, positive Google reviews help with visibility and trust. Make it part of your client offboarding process.

3. Build Authority Through Content

Regular, informative content not only helps potential clients, it also signals expertise to search engines.

  • Answer common legal questions: Write blog posts that respond to what people are actually searching for (e.g. What does an executor of a Will do?).

  • Target ‘People Also Ask’ boxes: Structure answers clearly to increase chances of appearing in featured snippets.

  • Keep it fresh: Review and update your service pages and blog content regularly.

  • Use schema markup: This structured data helps search engines understand your services more clearly.

4. Get the Technical Foundations Right

Even the best content won’t perform if your website is slow or poorly structured.

  • Mobile-first design: Most users will visit your site on a phone. Make sure it loads quickly and looks great on all devices.

  • Site speed: Compress images, streamline scripts, and reduce unnecessary plugins.

  • SSL certificate: Your website must be secure (https), or Google may penalise it in rankings.

  • Fix broken links: Use free tools like Ahrefs or Screaming Frog to identify and resolve broken internal and external links.

5. Earn High-Quality Backlinks

Backlinks remain one of the most important ranking factors in SEO.

  • Local partnerships: Gain links from business directories, charities, networking groups, or organisations you support.

  • Press mentions: If your firm does something newsworthy, get it published on local or industry news websites with a link back.

  • Guest contributions: Write articles or legal insights for relevant third-party blogs or platforms in exchange for a backlink.

  • Legal directories: Ensure your firm is listed on high-authority websites like The Law Society or Legal 500.

6. Monitor Performance and Refine

Ongoing monitoring is essential to long-term SEO success.

  • Set up analytics: Use Google Analytics and Google Search Console to understand how people are finding and using your website.

  • Audit regularly: Tools like SE Ranking, Moz, or Sitebulb can highlight technical issues and content opportunities.

  • Track keyword rankings: Identify which search terms are driving traffic, and where there’s potential to improve.

What actions to take:

SEO doesn’t deliver overnight results, but with consistent effort and the right approach, it can become one of the most cost-effective ways to generate new business. For law firms looking to grow sustainably, investing in SEO is an essential part of your wider marketing strategy. You don’t need a marketing agency to help if you’re capable of following these 6 steps.

If you do need help developing your firm's SEO plan, feel free to reach out to our small and friendly team at Legal Growth. We specialise in Law Firm marketing.

Tom Stansfield https://www.lincolnshiremarketing.co.uk
Next

3 Marketing Ideas for Law Firms That Are Actually Different