3 Tips for Optimizing Your Law Firm’s Website for Search Engines

Gabriel Sutton

Attracting clients is about more than who has the biggest billboard. While TV segments, posters, and radio slots were once enough to give a law firm a quick boost in business, these traditional mediums might not cut it anymore. Instead of tuning-in to their local station or window shopping on the highway, many people turn to the internet seeking legal advice.

However, standing out in the digital space is a little more difficult than beaming your message from the shoulder of the road. Without search engine optimization, your traffic stats will likely look less like a busy highway and more like a forgotten backroad. In this article, we share a few basic tips for expanding your site’s online presence:

1. Find the Right Keywords

Many content creators treat keywords as an afterthought. However, if you’re hoping to attract traffic—and real leads—it should be your target keywords that drive the nature of your content, not the other way round. Start by Googling a few terms related to your law firm’s main areas of practice. Do these results align with your practice? How might you stand out from the crowd? By tapping into the right keywords, and optimizing your landing pages, blog posts, and supplementary content for those terms, you’ll improve your chances of being seen.

2. Optimize Your Tags

Think of Google’s algorithm as a librarian working in the world’s largest library. The algorithm’s job is to take requests and then, by referencing a database of titles, headers, and HTML tags, locate the relevant information in the “stacks”. If those elements of your site aren’t optimized for search engines, the librarian has no way of leading users to your digital domain. However, many SEO companies skip this crucial step as using exact-match keywords can be challenging and may make some content look downright clumsy. However, with a little tinkering—and creative thinking—a skilled SEO expert can optimize titles, headers, and tags in a way that doesn’t take away from the content.

3. Start a Blog

Once reserved for travelers, foodies, and “mommy” bloggers, modern iterations of the blog are less a journal and more a powerful SEO tool. While the landing pages on your website will remain largely static, your blog will keep you agile, giving you a space to create regular content and respond to users’ ever-changing needs. The more posts you make, the more opportunities you will have to appear in search engine results for a particular term. However, before you start churning out throwaway articles, you should know that algorithms are adept at rooting out low-effort content. If you don’t have the time to create engaging, legally accurate blogs—that are 100% original—your blog won’t just be dead on arrival, but may even hamstring your chances of clambering the search engine rankings.

Discuss Your SEO Needs with a Member of Our Team

Search engine optimization is a complex undertaking, one that will most likely take your focus away from your clients. At Sutton Digital Marketing, we specialize in developing and implementing personalized SEO strategies geared towards attorneys and their law firms. If we are unable to boost your website’s traffic by at least 10 percent in 16 weeks, we will continuce to handle your website’s SEO for free until we’ve achieved our goal.

If you would like to discuss optimizing your law firm for search engines with one of our experts or are interested in our legal content writing services, call us today at 757-777-9084. You can also shoot us a quick message using our Contact Page.

Tips for Optimizing Your Law Firm’s Website for Search Engines


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Gabriel Sutton
Gabriel Sutton

Gabriel is the CEO of Sutton Digital Marketing and an Internet marketing specialist with more than 10 years' experience. He is also the founder of SearchCopy, a content writing agency, and PennyGeeks, a lead gen website for car insurance companies.