Maximize Your Law Firm’s Online Visibility: Unleashing the Power of SEO Services

Learn how SEO services can leverage more clients for your law firm.

As a lawyer, your professional reputation is paramount. To succeed in today’s information-filled and digital age, you need to maximize your law firm’s online visibility if you want to further establish yourself as an expert and differentiate from other firms.

That’s where search engine optimization (SEO) services come in – they help amplify the voice of your business and ensure potential clients can easily find your law firm’s website. In this blog post, we’ll discuss how the right SEO company can help your law practice by leveraging its online presence and securing more clientele.

What Are SEO Services for Law Firms?

SEO services for law firms serve as a catalyst in enhancing the firm’s online presence and connecting them with potential clients via organic search engine rankings. The ultimate objective of a law firm SEO strategy is to escalate the influx of visitors to the website by securing a prime position on the search engine results pages (SERPs).

Organic search traffic, which is the focus of SEO, is distinct from paid search traffic which involves running paid search advertisements. These are paid promotions that become visible on search engines, depending on the keywords for which advertisers have paid. Law firms, for example, might be inclined to target local search outcomes to find prospective clients, which means they would invest in keywords such as “Toronto personal injury lawyer” or “Washington law firm.”

Leveraging SEO services for your firm can facilitate acquiring new clients. This is because visibility leads to accessibility – the more people are aware of your firm, the more likely they will engage your services. A report by Clio in 2019 indicated that 17% of legal clients sought a lawyer online.

Let’s get to know

Why Are SEO Services for Lawyers Important?

Attorneys are increasingly turning to search engine optimization (SEO) to increase their visibility online and attract more clients. According to a survey by Clio, an estimated 70% of lawyers now use SEO as part of their marketing strategy. Additionally, the same survey found that nearly half of all firms have seen an increase in website traffic due to SEO efforts.

Furthermore, research from BrightLocal shows that 97% of consumers search for local businesses online, and 75% of users never scroll past the first page of search results. This highlights the importance of having a strong SEO strategy for attorneys to ensure they’re visible on the first page of search engine results and can reach potential clients.

How Law Firms Can Benefit from SEO Services

SEO services offer numerous advantages to law firms, significantly improving their online visibility and enabling them to reach potential clients more effectively. If you’re debating hiring law firm SEO experts, here’s a list of the key benefits:

  1. Competitive edge: SEO services can help your practice outrank local competitors, leading to improved click-through rates on your website.
  2. Increased phone inquiries: By optimizing your Google My Business profile and other local listings, SEO can drive more phone calls to your practice.
  3. Quality traffic generation: SEO can attract new, high-quality traffic through localized content specifically tailored to your audience.
  4. Improved online reputation: Accumulating more positive client reviews can enhance your online reputation, and SEO plays a crucial role in this.
  5. Automated traffic and lead generation: SEO can help attract high-volume traffic and convert it into leads on autopilot.
  6. Conversion optimization: SEO services can transform both existing and new site traffic into valuable leads, such as phone calls and form fills.
  7. Authority building: SEO can help establish your firm as a reputable authority in your niche, enhancing trust among potential clients.
  8. Time efficiency: Given the busy schedules of attorneys, outsourcing SEO to experts can save valuable time that can be better spent on billable hours.
  9. Cost-effective: SEO provides a cost-effective solution to attracting clients to your website without the hefty price tag of social media and search engine ads.
  10. Increased web traffic: SEO significantly increases your chances of being found online, which in turn leads to increased organic traffic to your website.
  11. Clientele growth: SEO services can help grow your client list by not only attracting new clients but also keeping your firm top-of-mind for current and past clients, potentially leading to repeat business or referrals.
  12. Online brand building: In today’s digital age, having a strong online brand is essential for survival in the competitive legal market. SEO helps you achieve visibility on the Search Engine Results Pages (SERPs), the key to building a notable online brand.

How Law Firms Have Benefited from SEO Services (A Real Example)

One of the easiest ways to understand the impact of law firm marketing and SEO is through an example. The story of Barr & Young, a reputable law firm, showcases the transformative power of SEO services. Like many law firms, Barr & Young found itself in a challenging scenario when firms with larger marketing budgets began overshadowing its online presence in local searches.

Barr and Young's testimonial

Despite having an excellent reputation, the increasing competition and aggressive marketing efforts by other local firms led to a decline in their caseload. Barr & Young recognized that they needed to leverage every marketing opportunity to boost their revenue and enhance their conversion rate.

In response to these challenges, they engaged Comrade’s SEO services. Comrade implemented a high-performance website and a comprehensive digital marketing campaign designed to reposition Barr & Young as a leader in its field. Despite the fierce competition from larger law practices, the firm managed to establish a robust online presence, enabling them to showcase their unique skills and distinguish themselves from other regional firms.

The results were transformative. With Comrade’s digital marketing campaign and high-performance website, Barr & Young saw a dramatic surge in growth. The firm experienced a staggering 651% increase in client inquiries and a 934% increase in organic traffic to its website. The client’s lifetime value increased by 500%, and the firm saw a 192% increase in qualified leads, resulting in a corresponding growth in their caseload. This success even led to a 200% growth in staff size to keep up with the increased demand.

This case demonstrates how a law firm, even in a highly competitive market, can leverage SEO services alongside content marketing, search engine marketing, and on-page SEO to outperform competitors, drive substantial growth in clientele, increase organic traffic, and ultimately expand the firm. Through the strategic use of SEO, Barr & Young was not only able to withstand the challenges of a competitive market but also thrive and expand in it.

Elements of Law Firm SEO Services

As digital marketing experts, we understand the crucial role that Search Engine Optimization (SEO) plays in the success of a law firm’s online presence. SEO services for law firms encompass a wide range of factors that work together to enhance visibility, drive targeted traffic, and ultimately generate valuable leads. Let’s delve into the key components that make up effective SEO services for law firms:

Types of SEO services

By implementing all four SEO strategies together, you increase your firm’s visibility on Google

  1. Comprehensive keyword research: Effective SEO begins with thorough keyword research. Understanding the terms and phrases that potential clients use when searching for legal services is essential. By identifying and targeting relevant keywords, firms can optimize their website content and increase the success of organic search results.
  2. On-page optimization: On-page optimization involves optimizing individual web pages to improve search engine rankings and enhance user experience. This includes optimizing meta tags, headings, and URLs, and incorporating relevant keywords naturally throughout the content. Additionally, ensuring that the website has a clear site structure and intuitive navigation is crucial for both users and search engines.
  3. High-quality content creation: Content is king in the digital realm. Practices need to consistently produce high-quality, informative, and engaging content that addresses their target audience’s legal concerns and queries. By crafting valuable blog posts, articles, case studies, and guides, firms can position themselves as authoritative sources in their respective areas of practice, thus enhancing their SEO efforts.
  4. Local SEO: For firms targeting local clientele, local SEO is indispensable. Optimizing Google My Business listings, including accurate contact information, business hours, and client reviews, helps improve local search rankings. Furthermore, ensuring consistent NAP (Name, Address, Phone) information across various online directories and citation websites strengthens local SEO efforts.
  5. Link building: Building a strong backlink profile is an integral part of SEO services. Acquiring high-quality backlinks from reputable and relevant sources establishes the law firm’s credibility and authority in the eyes of search engines. This can be achieved through guest blogging, creating shareable content, engaging in legal directories, and networking within the legal community.
  6. Mobile-friendly optimization: In the mobile-centric era, having a responsive website design is crucial for both user experience and SEO. Firms must ensure that their websites are fully optimized for mobile devices, providing a seamless browsing experience and quick loading times. Mobile-friendliness is a significant ranking factor, and search engines prioritize mobile-optimized websites in their search results.
  7. Technical SEO: Technical SEO involves optimizing the technical aspects of a website to improve its search engine visibility. This includes optimizing website speed, fixing broken links, improving website security with HTTPS, creating XML sitemaps, and implementing structured data markup. A technically sound website ensures that search engines can crawl and index the law firm’s content efficiently.
  8. Analytics and tracking: To measure the effectiveness of SEO efforts, firms should utilize analytics and tracking tools. By monitoring website traffic, user behavior, and conversion rates, practices can gain valuable insights into their SEO performance and make data-driven decisions to optimize their strategies continually.
  9. Stay up-to-sate with SEO trends: SEO companies know that SEO is a constantly evolving field, and firms should stay updated with the latest trends and algorithm changes. Following reputable SEO blogs, attending industry conferences, and engaging with SEO communities can help firms stay ahead of the curve and adapt their strategies accordingly.

Law Firm SEO Cost & ROI

As a law firm marketing agency, we know that you might often have concerns about the cost of SEO services and the return on investment (ROI) they can expect. Let’s discuss how SEO services are typically priced for law firms and provide an overview of how ROI is measured in the context of SEO.

Pricing of SEO Services for Law Firms

The cost of SEO services varies based on several factors, including the scope of the project, the competitiveness of the legal market, and the level of expertise required. SEO agencies and consultants may offer different pricing models, such as monthly retainers, project-based fees, or hourly rates. Here are some common factors that influence the pricing of SEO services:

  • Level of competition: The more competitive the legal market, the more resources, and effort may be required to achieve desired results. Highly competitive areas may require more extensive keyword research, content creation, and backlink building, which can affect the overall cost of hiring a law firm SEO expert.
  • Scope of services: SEO services and an SEO campaign can encompass a wide range of activities, including on-page optimization, content creation, technical SEO, link building, and ongoing monitoring and reporting. The complexity and breadth of services required by a law firm will impact the pricing structure.
  • Agency expertise and reputation: Established SEO agencies with a strong track record and expertise in the legal industry may charge higher fees due to their experience and specialized knowledge. While their fees may be higher, they often provide a higher level of service and deliver better results.
  • Customization and strategy: Each law firm’s SEO needs are unique, and a customized strategy tailored to their goals and target audience is crucial. Agencies that invest time in understanding a law firm’s specific requirements and goals may charge accordingly for the level of customization and strategic planning involved.
How to calculate SEO ROI

Before choosing an SEO agency, you should check every step to calculate ROI

Measuring ROI for Attorney SEO Services

ROI measurement is a critical aspect of evaluating the effectiveness of SEO services. While the ROI calculation can be complex, here’s an overview of how it’s typically approached in the context of SEO:

  • Website traffic and rankings: An increase in organic website traffic and improved Google organic search engine rankings are early indicators of a positive ROI. By monitoring and analyzing website analytics, firms can track the impact of SEO efforts on traffic volume, keyword visibility, and organic search performance.
  • Conversion tracking: Measuring conversions is crucial for determining the success of SEO campaigns. A conversion can be a contact form submission, a phone call, or any other desired action that indicates a potential client’s interest. Implementing conversion tracking mechanisms allows firms to attribute leads and inquiries to their SEO efforts accurately.
  • Lead quality and client acquisition: In competitive markets, it’s not just about the number of leads but also the quality. Firms should evaluate the conversion rate of leads generated through SEO efforts and assess how many of those leads ultimately convert into paying clients. This helps in determining the ROI of SEO services by quantifying the monetary value of acquired clients.
  • Cost analysis: To assess ROI accurately, it’s important to compare the cost of SEO services with the financial gains achieved. Tracking the cost of SEO services and comparing it with the revenue generated from acquired clients helps determine the return on investment.
  • Long-term impact: It’s important to recognize that SEO is a long-term strategy, and the full impact of SEO efforts from your marketing company may take time to manifest. Consider the long-term benefits, such as improved brand visibility, enhanced online reputation, and sustainable organic traffic growth when evaluating ROI.

Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.

What Practice Areas Can Benefit from SEO Services for Law Firms?

Our SEO consultants can confidently say that SEO services can benefit firms across various practice areas. While the specific strategies and tactics may differ based on the nature of each practice area, the underlying principles of SEO remain applicable. Here are some practice areas that can benefit from SEO services:

  1. Personal Injury Law: A personal injury law firm can leverage SEO to increase its online visibility and attract potential clients seeking legal representation for personal injury cases. By targeting relevant keywords, creating informative content around topics such as car accidents, medical malpractice, or workplace injuries, and optimizing their law firm website for local searches, personal injury practices can enhance their online presence and generate valuable leads.
  2. Family Law: Family practices can benefit from SEO services by targeting individuals seeking assistance with divorce, child custody, adoption, or other family-related legal matters. Optimizing their website for keywords related to these specific areas, creating content that addresses common concerns and questions, and implementing local SEO strategies can help family law firms establish their expertise and connect with potential clients in need of legal guidance.
  3. Criminal Defense Law: A law firm SEO company can be highly effective for those in criminal defense law. By targeting keywords related to criminal charges, legal rights, and defense strategies, law firms can position themselves as authoritative resources for individuals facing criminal charges. Providing valuable information through blog posts, articles, and FAQs can not only attract organic traffic but also establish trust and credibility among potential clients seeking legal representation.
  4. Business Law: Firms that focus on business law can utilize SEO to target entrepreneurs, small business owners, and corporate clients in need of legal assistance for matters such as contracts, intellectual property, compliance, and business formation. Optimizing their website for business-related keywords, creating educational content on legal considerations for businesses, and building a strong online presence can help business law firms attract clients in their target market.
  5. Estate Planning: Firms specializing in estate planning can leverage SEO to connect with individuals seeking assistance with wills, trusts, probate, and estate administration. By optimizing their website for keywords related to estate planning, providing educational resources on inheritance laws and estate planning strategies, and implementing local SEO techniques, you can enhance their visibility and position themselves as trusted advisors in the field.
  6. Immigration Law: SEO can play a crucial role in the success of immigration law. By targeting keywords related to visas, citizenship, immigration processes, and specific immigration categories, you can attract individuals seeking immigration assistance. Providing informative content, sharing success stories, and optimizing for local SEO can help immigration law firms stand out in this competitive field and connect with potential clients.
  7. Intellectual Property Law: Those focusing on intellectual property law can benefit from SEO by targeting keywords related to trademarks, copyrights, patents, and intellectual property disputes. Creating content that educates individuals and businesses about the importance of protecting their intellectual property, optimizing website pages for relevant keywords, and engaging in industry-specific link-building activities can help intellectual property law firms increase their visibility and attract clients in need of legal guidance.

In summary, SEO services can benefit firms across a range of practice areas. By understanding the specific needs and concerns of their target audience, you can implement effective SEO strategies to improve their online visibility, attract qualified leads, and ultimately grow their client base.

Choosing the Right SEO Service Provider for Your Law Firm

Now all law firm SEO services are tailored for every firm, and it’s important that you select the right provider who has experience with the right types of marketing efforts that you need. We’ve outlined some helpful definitions and guidelines below.

How to choose an SEO company

Consider these factors when choosing an SEO company

The Differences Between a Law Firm SEO Agency and a Generic Marketing Agency



Criteria Law Firm SEO Agency Generic Marketing Agency
  • Tailored SEO services for law firms.
    Deep understanding of legal keywords and industry nuances.
  • Broad marketing services across various industries.
    General SEO strategies without legal specialization.
  • Expertise in legal industry nuances.
    Strategies target potential legal clients.
  • Versatility in handling diverse industries.
    Broad expertise in general marketing.
  • Might lack versatility for non-legal marketing needs.
  • May not fully understand legal industry challenges.
    Generalized strategies might miss specific targets.
Legal Knowledge
  • Expertise in legal topics and regulations.
    Adherence to legal ethics and professional standards.
  • Limited knowledge of legal topics and regulations.
    Potential lack of adherence to legal industry norms.
Targeted Approach
  • Strategies attract targeted traffic and qualified leads for law firms.
  • Broad strategies might not be as targeted for law firms.
Content Creation
  • Specialized legal content creation.
    Adherence to legal ethics and resonation with target audience.
  • General content creation.
    May struggle with specialized legal content.
Client Base
  • Primarily law firms or legal entities.
  • Diverse client base from various industries.


Key Factors to Consider When Selecting an SEO Service Provider

  1. Industry Experience: When seeking an attorney SEO expert, prioritize those with a background in serving law firms. Their familiarity with the legal sector ensures they grasp the distinct challenges and nuances of legal SEO.
  2. Specialized Knowledge: Opt for a law firm SEO advisor who boasts expertise in legal subjects, understands legal advertising regulations, and upholds professional standards. Such specialization guarantees compliance and the crafting of strategies that resonate with prospective legal clientele.
  3. Proven Track Record: Scrutinize the portfolio and case studies of the lawyer SEO consultant to gauge their success in elevating search rankings, channeling targeted traffic, and fostering leads for legal practices. Seek tangible results and endorsements from contented clients.
  4. Customized Strategies: Recognize that every law firm possesses distinct objectives and target demographics. It’s vital that your attorney seo expert can formulate a strategy tailored to your explicit requirements, rather than leaning on one-size-fits-all solutions.
  5. Transparent Reporting: Engage with a law firm SEO advisor who pledges clear reporting on pivotal metrics, encompassing website traffic, keyword standings, and lead cultivation. Periodic reports are instrumental in appraising the efficacy of SEO initiatives and gleaning insights for sustained optimization.
  6. Ethical Practices: Ascertain that the lawyer seo consultant adheres to ethical methodologies and meets industry benchmarks. Ethical SEO tactics not only amplify long-term outcomes but also safeguard the law firm’s repute and ensure alignment with legal advertising stipulations.

How Can Law Firms Optimize Their Collaboration with a Lawyer SEO Company?

Before engaging with a lawyer SEO company, it’s crucial to lay the groundwork:

Understand Your Current Position

Equip yourself with a foundational knowledge of SEO and digital marketing, including the intricacies of analytics and metrics. Being adept at gauging results ensures that you can comprehend the performance reports your SEO services for lawyers will share.

Here’s a checklist of website data you should be acquainted with:

  • Monthly organic traffic from Google Search
  • Keywords securing your site a spot on the first page of SERPs
  • Keywords boosting your Google My Business profile’s visibility
  • Monthly visitor-to-lead and visitor-to-client conversion rates

Most of this information can be gleaned from Google Analytics. Additionally, if you utilize attorney client relationship management (CRM) software, it might offer insights into these metrics.

Define Your Objectives

With a clear picture of your current SEO stance, it’s time to set your sights on a target. Whether it’s lead generation, client acquisition, website traffic boost, or clinching the top position for a competitive keyword, have a clear goal in mind.

Exercise caution when SEO services for lawyers provider guarantee superficial metrics (like mere traffic boosts) as their main deliverable. Such promises can be a telltale sign of a company’s aggressive pitch to secure clients.

List of Top SEO Agencies in the US

It can be overwhelming to know where to begin when selecting various agencies that can assist you with your online strategies. We’ve outlined some options for you to consider.

  1. Comrade: Comrade is an SEO agency with extensive industry experience, specializing in providing SEO services for law firms. They have in-depth knowledge of the legal industry and create customized strategies tailored to a law firm’s unique needs. Comrade has a strong track record of delivering results, improving search rankings, and generating targeted traffic. They’re transparent in their reporting and follow ethical practices to ensure compliance with legal advertising rules.
  2. Grow Law Firm: GLF is a well-established SEO agency with extensive experience working with law firms. They possess specialized legal knowledge and understand the intricacies of the legal industry. GLF has an excellent track record of success, helping law firms improve their online visibility and generate valuable leads. They develop strategies that align with each law firm’s goals and target audience. GLF provides transparent reporting and adheres to ethical practices.
  3. LawRank: LawRank is a specialized SEO agency that focuses solely on serving the legal industry. With their deep understanding of the legal landscape, LawRank creates targeted SEO strategies. They’re known for delivering results, helping law firms improve their search rankings, and attracting qualified leads. LawRank offers tailored approaches to help achieve the specific goals and target audience of each law firm. Their SEO team provides transparent reporting and prioritizes ethical practices.
  4. is an SEO agency that specializes in working with law firms, particularly in the personal injury and criminal defense practice areas. While they may have a narrower focus, possesses extensive experience and knowledge of the legal industry. They have a strong history of helping law firms improve their search rankings and attract targeted traffic. uses a unique strategy to suit the goals of each law firm and emphasizes transparent reporting and ethical practices.
  5. Juris Digital: Juris Digital is an SEO agency dedicated to providing digital marketing solutions for law firms. They have industry experience and offer specialized legal knowledge to ensure compliance and effective targeting. Juris Digital has proven that it can achieve results for law firms by improving their online visibility and generating leads. They take a unique approach based on each law firm’s goals and target audience. Juris Digital provides transparent reporting and follows ethical practices.
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See how your business can flourish with SEO-optimized website


In conclusion, SEO services offer numerous benefits for law firms looking to establish a strong online presence and attract potential clients. By implementing effective lawyer SEO strategies, firms can increase visibility in search engine results, drive targeted traffic to their websites, and generate valuable leads.

  1. Enhanced online visibility: SEO helps law firms rank higher in search engine results, making it easier for potential clients to find them.
  2. Targeted traffic and qualified leads: SEO allows firms to target keywords and optimize their website.
  3. Establishing authority and credibility: Through web design, content creation, and optimization, firms can demonstrate their expertise.
  4. Cost-effective marketing strategy: SEO offers long-term benefits and is cost-effective compared to traditional methods.

From implementing on-site SEO strategies to assisting with improving your Google search results, our team at Comrade can help. If you’re interested in working with us, schedule a consultation with our team to get started.

About the Author
Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
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Ivan Vislavskiy
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