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Here’s an SEO Blueprint for Your Law Firm Website

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It starts with Keyword Research.

Search Engine Optimization is the key to achieving a high Google ranking for your law firm website, but how does a solo or small firm lawyer get started with SEO?

And what are the most important elements of a winning SEO strategy?

Digital marketing expert Alex Valencia has prepared an 8-point blueprint that answers these and other SEO questions.

“Law firms need to take a strategic and creative approach if they want to attract more clients from Google,” he writes for Search Engine Journal. “The good news is that the fundamentals of an SEO-friendly website are pretty consistent across the board. A website that is user-friendly, targets the right search terms and provides valuable content to potential clients is over halfway there when it comes to satisfying the search engine algorithms.”

Below is Valencia’s strategy for generating more web traffic and client leads.

Read “8 Components of an SEO-Friendly Law Firm Website” here.

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8 Components of Law Firm SEO

Here are the highlights of “8 Components of an SEO-Friendly Law Firm Website,” with selected quotes from Alex Valencia.

1. Keyword Research. “One of the most common complaints I get as an SEO professional in the legal niche is that lawyers may have their phone ringing off the hook, but the calls are from people who either need something they don’t offer or can’t afford their services. This is usually due to off-base keyword targeting. As a law firm, you should target those terms that will attract the types of people (or businesses) you want to work with. Be specific, whether that means targeting keywords related to ‘car accidents,’ ‘product liability claims,’ ‘family law,’ ‘criminal defense,’ ‘employment law,’ etc.”
2. Website Design. “A website that loads quickly is intuitive and makes it simple for visitors to find the information they’re looking for means easier crawlability (for search engines) and more clients (for you).”
3. Branding & Authority. “One component of an SEO-friendly law firm website that rarely gets mentioned is branding. In a sea of online competitors, your law firm needs strong branding to stand out. This means investing in high-quality photography, a professional logo, and an attractive website. Branding also encompasses brand colors and fonts and the messaging (copy) you use on your site.”
4. Technical SEO. “Some technical SEO best practices to follow include: having an intuitive URL structure (i.e., using URLs like “” rather than “”); fixing 404 (not found) pages to direct to live pages on your site (see: “301 redirects”); submitting a sitemap of your website to increase crawlability; enabling SSL (https:// vs http://) so your website is “secure” for users; making sure your website is mobile-friendly across multiple devices; setting up Google Search Console and Google Analytics to track traffic to your website.”
5. On-Page Optimization. “Remember that keyword research we did in step #1? Now it’s time to incorporate those keywords into your website.”
6. Off-Page Optimization. “For law firms, this typically involves three things: Local optimization; Review generation; Link building.”
7. Conversion Optimization. “When it comes to SEO, the end goal is rarely traffic; it’s leads or revenue. By considering conversion optimization when building your website, you increase your chances of turning that traffic into actual clients.”
8. Content Marketing. “When it comes to writing content for your law firm website and posting on your blog, it’s not enough to just publish, pray, and wait for the traffic to roll in. You’ll want a multi-channel marketing strategy in order to get the most life out of your content.”

 Source: 8 Components of an SEO-Friendly Law Firm Website (

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In an age of consolidation where increasingly impersonal transactions have made customer service an oxymoron, we bring together independent agents, insurance companies, and other industry specific service providers to develop and deliver insurance products and risk management solutions that benefit our insurance customers.

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