Building a Website for Your Law Firm: Web Marketing Explained

Home » Building a Website for Your Law Firm: Web Marketing Explained

Over 90% of all online activities begin on a search engine. Unfortunately, 75% of searchers don’t look beyond the first page of results. If you’re currently not using search engine optimization (SEO) as part of your web marketing strategy, you could lose clients.

Instead, you can use SEO and website marketing to boost your law firm to the top!

Leads generated from SEO are eight times more likely to convert into paying clients. By building a website with SEO in mind, you can reach more clients. Then, you can convert those clients and boost your law practice.

Get ahead of competing law firms with this guide on SEO web marketing today!

Google Search - EWR Digital

What Is Law Firm SEO Marketing?

Search engine optimization allows you to generate high-quality website traffic by increasing your ranking on search engines like Google. Unlike many other marketing strategies, SEO allows you to attract organic traffic. As a cost-effective strategy, SEO marketing is a great way to improve your ROI.

The Benefits of SEO

Web marketing through SEO can help you attract more website visitors. With content marketing, you can show off your expertise to convert those visitors into leads. Here are a few other benefits of SEO marketing to consider if you’re on the fence. 

Appear in Front of Prospective Clients 

Consumers are already using Google to find local businesses or answers to their questions. Did you know that Google processes over 40,000 searches every second? That’s over 3.5 billion searches a day.

What if you could appear every time someone searches for a law firm? With SEO marketing, you can appear in front of prospective clients and direct them to your law firm.

It’s important to improve your ranking as much as possible. Otherwise, people will never see your law firm online. In fact, the top three organic positions in Google earn over 75% of all clicks

With SEO, you can reach those clients and grow your practice.

Focus With Precise Targeting

SEO relies on content marketing and keyword research. Once you determine which keywords your clients use in a search, you can create relevant content.

This process allows you to appear in front of consumers most likely to convert into clients.

That way, you don’t have to waste your time with low-quality leads. 

Generate Brand Awareness

It only takes five to seven impressions before you build brand awareness. If consumers aren’t aware of your law firm, they might struggle to trust you. The more often you appear in searches, the more brand awareness you can generate.

In time, you can turn that brand trust into brand recognition. Consumers will immediately think of your practice the next time they need a lawyer. Almost 60% of consumers prefer to choose familiar brands. 

By generating brand awareness and recognition, you can encourage consumers to contact you directly for legal representation. 

Establish Credibility

Your blog posts will help you demonstrate your experience and expertise. 

Once people view you as a credible resource, website visitors will become more likely to convert into clients. Conversion rates through SEO marketing are 10 times higher than those through social media.

How Your Website Affects SEO

Before building a website for your law firm, it’s important to have SEO in mind. Otherwise, your website might not rank above your competitors.

Here are a few ways web marketing, design, and development can impact your SEO ranking.

Ranking Factors

Google’s algorithm allows it to send bots to crawl and index your website for keywords. Then, Google uses the information it gathers to determine your ranking. There are three main ranking factors to consider:

  • High-quality content
  • Authoritative links from credible resources
  • RankBrain

Google uses this criterion to show its users content that relates to their search. Understanding how the algorithm works can help improve your SEO marketing strategy.


First, you need to create high-quality content that relates to your clients’ search queries.

What questions are your clients asking? What is their search intent?

Search intent indicates what your clients expect from a search. For example, they might look for products/services (such as a local lawyer) or answers to their questions.

Understanding the search intent can help you appear for relevant searches.

When you create content, make sure to prioritize quality over quantity. Focus on answering the questions your readers are asking. Avoid fluff for the sake of creating longer blog posts. 

Google also considers EAT (Expertise, Authority, and Trustworthiness) to determine your ranking. Make sure to show Google you’re a credible resource by demonstrating your expertise. Use high-quality links to back up your claims.

Appealing to EAT can help you improve your ranking. 

Link Building

To improve your ranking, you’ll also need to link.

Internal links send visitors to different pages on your law firm’s website. External links direct readers to authoritative, trustworthy resources. For example, you might direct them to a case study or research paper.

You’ll also want to gather backlinks. Backlinks exist on other websites and direct readers to your website. Backlinks can help build your page/URL authority.

Write high-quality content that other websites will want to link to. Then, you can gather more backlinks and appear as an authority in your industry.

Machine Learning

RankBrain is Google’s artificial intelligence program that optimizes search results. RankBrain looks at user experience signals such as your:

  • A Clickthrough rate (how often people click on your content)
  • A Bounce rate (how quickly people leave without clicking around)
  • Dwell time (time people stay on your website)

Improving these metrics can help boost your ranking. 

Laptop - EWR Digital

Improving Your Ranking

There are a few SEO marketing tips you can use to strengthen your ranking. You can also work with a web marketing company for extra assistance. Here are a few tips to get you started.

1. Understand Your Audience

First, research everything you can about your target audience. Use demographics to split your broad audience into smaller buyer personas.

For example, you can focus on prospective clients by age, gender, location, or household income. You can create content specific for each buyer persona to attract them to your website. 

The more you understand your audience, the more likely you’ll appeal to their needs.

2. Keyword Research

Once you define your target audience, determine what they’re searching for online. You can use these tools to develop a list of keywords:

  • SEMRush
  • Google Trends
  • Google Keyword Planner
  • Ahrefs

Once you have a keyword list, you’ll create content to appeal to those searches.

3. Update Your Website

Google looks at how people use your website to determine your ranking. Remember, you want a high clickthrough rate and dwell time. If people are exploring your site and lingering, Google will take notice.

You can update your website to improve the visitor’s online user experience (UX). A positive UX focuses on ease and convenience. If visitors can find what they’re looking for quickly, they’re more likely to stay on your website.

Then, they’ll click around, see the positive customer service you have to offer, and contact your law firm.

UX Design

You can update your website using UX design trends. UX design focuses on minimalism to ensure your website is easy to use. 

If people struggle to use your website, they could leave, increasing your bounce rate.

Here are a few UX design trends to keep in mind:

  • Using white space to give your content room to breathe
  • Improving readability (using shorter sentences and paragraphs, headers, bullet points and lists, and easy-to-read fonts)
  • Improving your page load times
  • Creating a mobile-optimized site
  • Making sure your website is secure

Does your website have “HTTPS” before the domain name? If not, make sure to get an SSL certificate. Google could penalize your ranking if your website isn’t secure. 

Building a website that prioritizes the UX is an essential part of your SEO strategy. If unsure sure how to update your website, consider working with a web marketing company. They can improve your website with your SEO strategy in mind.

Improving your website can benefit your entire web marketing strategy, too. After all, the longer people stay, the more likely they’ll convert to your website.

If your website looks old, outdated, and complicated to explore, you could lose clients before they even contact you.

Load Times

If your site is taking a long time to load, you could lose prospective clients. Remember, Google keeps track of your bounce rate. When people leave in frustration, your SEO ranking could plummet.

If it takes 10 seconds for your page to load, the probability of a bounce increases by 123%.

You can test your website’s current load times by using Google’s PageSpeed Insights. This tool will help you determine what elements of your website slow load times down. For example, you might need to compress large files or update old plugins.


When updating your website for UX, it’s important to make sure your website is mobile-optimized, too. Google uses mobile-first indexing to rank your website on search pages. You’ll rank below your competitors if you don’t have a mobile version of your website.

The lower you rank, the less likely prospective clients will see your website.

Additionally, make sure to use Google’s Mobile-Friendly Test to make sure your site is optimized. Then, make certain visitors have a positive experience on your mobile site. Consumers who have a negative mobile experience are 62% less likely to return.

Meanwhile, about 76% of people who search from their phones visit a business within a day. By using web marketing and mobile SEO, you could attract clients to your law firm.

4. Create High-Quality Content

Remember, Google looks for high-quality content that matches the user’s search intent.

Use your keyword and audience research to create content. Focus on quality over quantity. You can also create different forms of content, including:

  • Blog posts
  • Videos (company culture videos, vlogs, industry updates)
  • Infographics
  • eBooks
  • Polls
  • Quizzes

Make sure your content provides helpful information and answers the reader’s questions.

You can also appear for local searches by using localized keywords. For example, you might want to appear for “law firms in Boston” queries. You can use this keyword to improve your local SEO.

Try to guest blog on other websites, too. Guest blogging will improve your URL authority and help you gain backlinks. 

5. Keep Up With Trends

As Google’s search algorithm updates, new SEO trends pop up throughout the year. Keeping up with the latest trends gives you an advantage. As you boost your ranking, you can get ahead of your competitors and reach more clients.

First,you need to make sure your content is optimized for voice search. Voice searches could account for 50% of all searches by the end of 2020. About 35.6 million Americans are already using voice-activated devices.

To optimize for voice search, imagine how your clients will phrase their search queries. Chances are they’ll ask Google a direct question.

You can use that question as your main keyword. Then, give a short answer at the start of your post. Google prefers quick answers for voice search queries (about 29 words on average).

Optimizing for voice search can help you reach the zero-click position. This position appears at the top of a search (above organic listings). Your content could appear as a featured snippet.

Featured snippets are short answers that appear as summaries, bullet points, and other formats.

Consumers are clicking on links less often. Instead, they read answers displayed as featured snippets. Appearing for these searches can help you boost brand awareness and reach more clients. 

Video marketing is gaining in popularity, too.

Additionally, don’t forget to optimize your content for mobile devices, too. Nearly 60% of all web traffic occurs on a mobile device. Building a website that’s optimized will ensure you reach those clients.

6. Update Your Schema

Schema allows you to structure your website to ensure your information is easy to read and understand for search engines. 

For example, a LegalService schema that tells Google your website is for a law firm that offers legal representation. You can use Google’s Structured Data Testing tool and to structure your data.

Using schema will help you stand out on search engine results pages to attract more clients. 

Promote Your Law Practice: Your Guide to SEO Web Marketing

Don’t let competing law firms reach the prime-time spot at the top of a search page. Instead, use these SEO web marketing tips to give your website the boost it needs. By ranking higher on search engines, you can reach more clients and grow your practice. 

Remember, you don’t have to develop your SEO marketing strategy alone.Need help? Contact our team of experts today to get started.