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Lawyer SEO Expert Lists Top 4 On-Page Optimization Tips for Law Firm Websites

— November 15, 2019

If you are looking for quick results, then you will be disappointed. SEO works wonders to grab attention, but the results are attained only with time. 

For any law firm website, getting more visitors on the website is proportional to the ranking it gets in the search results. Unless you are finding a position on the second or third page, the number of visitors you may get also diminishes accordingly. 

With the rise in competition in this field, the quest to remain ahead is unending and only well-crafted SEO strategies can help you succeed. Here we present to you the top four on-page optimization tips for law firm websites listed by a Lawyer SEO expert. 

Determining Target Keywords and Optimizing Them

Your first step towards getting traffic is figuring out the keywords that can direct traffic towards you. You must be specific about what keywords are important in the case of your area of work. To start, you must decide which area of practice can get you more leads. For each practice area you decide, you should now list the keywords associated with it.

You can type a keyword in Google and also see any additional keywords that are provided as a help at the bottom of the page. Here you can use a keyword tool that will give you an indication of the most successful and searched ones in the field. 

All this effort will go to waste if you do not know how to place these keywords on your website and attract audience attention. Your headlines, subheaders, call to action, and the entire content should have these keywords placed all over. The keyword that you want targeted the most should be used in the headline to garner attention.

Competition and Search Result Pages Customization

It is obvious that you are not the only law firm out there. There will be multiple competitors trying to dissuade customers from being at your site. You need to see what your competitors are up to. Have a look at those who are occupying the top positions and understand what makes them different from you.

You might have to see if they have a blog which they are updating regularly. Or, is it the keyword placement that is so adept at getting them top ranking? It is also possible that their website loads quickly making it easy for the customers to navigate, a factor that really counts in SEO.

MacBook Pro with images of computer language codes; image by Caspar Camille Rubin, via
MacBook Pro with images of computer language codes; image by Caspar Camille Rubin, via

Next is deciding how you want your search results to display on the final results page. The first is the title tag which mentions everything about your company and services. Next would be the Meta descriptions which tell a brief synopsis of what your service is all about. 

Moving on it is crucial that you see that your website is mobile-friendly. A majority of the people search the internet on mobile devices and if your website is not compliant, you are going to lose some really good customers.

Keyword Specific Website Pages 

It is a given that even the search engines prefer a website that offers meaningful content. So much so that if you know your keyword but have not placed it on your website appropriately, you cannot hope to feature high on the list. Google’s algorithms are rather smart and they will not let you get away with a shoddy website and bad content.

Apart from that, the site structure is also very important. If your website is easy to navigate and all the buttons can be easily tracked, then you can rest as that means that it is going to perform rather well. If you add more information related to the subject, your website’s value increases, thus helping you get traffic.

You might have focused on one keyword but if you add separate pages for other related fields like family law, divorce, etc., then they also count. As you go about creating these pages make sure the Meta description and title tag is also SEO friendly as in the end, all these things matter. Always keep in mind that quality and quantity both are important in SEO and if you ignore even one of them, your chances of doing well decrease.

Tracking Keyword Rankings 

After all the hard work you’ve done, if you do not track the performance of your keywords you are going to fail miserably. This exercise must be repeated on a regular basis as you really want to know which keywords are working for you and which are not. 

The easiest way to do so is to type your keyword into Google and see how your website is ranking on the list. This shows which page of results your website is on and after regular intervals, if the position is shifting in the upward direction, then you are right on track.

Not to forget that there are keyword ranking tools that are exceptionally good at showing your website performance with respect to the keyword being used with it. When you know which keyword is working best you can focus all your efforts on developing and placing it in a manner such that the returns you get increased manifold. 

Here Lawyer SEO experts advise that if your results are unsatisfactory, no need to get upset. You must be patient as sometimes it takes time for these strategies to be effective. Rushing and changing your plan often can totally jeopardize the results you are expecting to get.


Getting traffic on your website is particularly tough for law firms as most people still prefer going the traditional way. If you are looking for quick results, then you will be disappointed. SEO works wonders to grab attention, but the results are attained only with time. 

Follow the above tips carefully to be assured of being on the first page of Google search results. However, if things do not work right then change your strategy until you are finally able to find a perfect plan which would gets you visitors. You can also get professional SEO help in case you feel inept at implementing your ideas in a well-crafted manner. 

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