Local SEO for Lawyers: Ultimate Guide to Get More Clients Near You

Tap into the potential of local SEO to skyrocket your online presence and attract clients right in your own backyard.
Do you want to get more local clients?

For most law firms, clients aren’t across the country- they’re right next door. Local visibility is crucial for lawyers aiming to attract more clients and establish their presence within their target communities. Whether that’s your city, county, or the whole state- you need to make sure your potential clients can find your law firm. As potential clients increasingly turn to search engines to find legal services, mastering local SEO (Search Engine Optimization) has become a vital strategy.

From optimizing your website and online listings to leveraging online reviews and social media, we’ll explore a comprehensive range of local SEO tactics tailored specifically for lawyers. Get ready to learn the power of local SEO for attorneys and start connecting with more clients in your area than ever.

This guide is designed to equip lawyers with the knowledge and tools they need to optimize their online presence, rank higher in local search results, and ultimately attract more clients in their local area.

What Is Local SEO for Law Firms?

Local SEO refers to the practice of optimizing a law firm’s online presence to increase visibility and attract potential clients within a specific geographic area. It involves implementing strategic techniques and tactics to improve the law firm’s search engine rankings for local searches related to legal services.

The goal of local SEO is to ensure that when individuals in your firm’s target location search for legal assistance, your law firm appears prominently in the local search results, driving targeted traffic to your website or physical office. This optimization includes optimizing your law firm’s website, creating and optimizing local business listings, managing online reviews, adding relevant keywords, and implementing location-specific content and strategies.

By focusing on local SEO, law firms can establish a strong online presence within their local market, connect with potential clients in their area, and ultimately generate more leads and clients.

5 Reasons Why Lawyers Need Local SEO

We can’t emphasize enough how vital local SEO is for law firms looking to attract clients in their specific geographic area. With everyone turning to search engines to find local services, optimizing your online presence for local searches is essential. Here are some specific reasons why local SEO is important for law firms:

  1. Targeted visibility: Local SEO helps your law firm appear in relevant local searches, increasing visibility.
  2. Increased traffic and leads: Local SEO drives targeted traffic to your website, increasing the chance of converting visitors into leads and clients.
  3. Competitive advantage: Effective local SEO strategies help you outrank competitors and position your law firm as the top choice in your area.
  4. Enhanced online reputation: Managing online reviews and ratings through local SEO builds trust and credibility with potential clients.
  5. Cost-effective marketing: Local SEO focuses on reaching people actively searching for legal services in your area, maximizing your marketing budget.

In summary, local SEO is vital for law firms because it improves visibility, drives targeted traffic, provides a competitive edge, enhances online reputation, and offers a cost-effective marketing solution. By implementing effective local SEO strategies, law firms can position themselves as the top choice for legal services in their local community and attract more clients near them.

Best Local SEO Strategies for Lawyers

Now we know how crucial it is for law firms to leverage local search engine optimization (SEO) strategies to attract and convert clients in their area, let’s get to the meat of it- the actual strategies!

This comprehensive guide will walk you through the best local SEO strategies specifically tailored for lawyers, empowering you to enhance your visibility, increase website traffic, and ultimately acquire more clients in your local area.

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1. Claim Your Google Business Profile

Google search is the new normal for clients seeking legal help. Because each state has different BAR regulations, it makes little sense for law firms to operate outside their jurisdiction, unless they deal with international or national law.

Example of an optimized law firm GMB profile

Google My Business helps law firms manage their online presence by appearing in search and map results

And that’s the great thing about local SEO, it directs clients who need legal help in your service area!

Moreover, legal marketing is highly competitive. Top-ranking keywords are super expensive. To give you an idea, the cost-per-click for personal injury lawyers for local searches around car accidents and associated keywords can be as much as $1000.

How to Set Up Google Business Profile for Lawyers

Have these items handy when you set up your account:

  • Legal Business Name (or DBA). Be sure to use the name consistently on your website and marketing materials so that you do not dilute your organic traffic. What’s more, be careful not to stuff your name with keywords, as this will also dilute the effectiveness of your Google My Business listing.
  • Complete Address (street, unit/suite, city, state, and zip code). You may also add service areas and additional office locations into your Google My Business listing, so be sure to include this pertinent information.
  • Add Business Category. You can now include the category of business you service
  • Customer Service Phone Number
  • Website URL (ex. https://comradeweb.com)

Step 1: Add Your Legal Business Name

Name of your business

To set up your Google Business Profile for your law firm, start by adding your legal business name and make sure it’s accurate to avoid any confusion. Use your official business name that is registered with the appropriate authorities. Avoid any misleading or spammy names that could violate Google’s guidelines.

Step 2: Enter Your Address and Whether You Deliver Goods or Services

Enter your address

Provide your law firm’s physical address. This is crucial for local SEO, as it helps Google associate your business with a specific location. If you deliver legal services directly to clients, indicate that you offer services at their location. This is particularly relevant for attorneys who provide home visits or legal consultations outside of their office.

Step 3: Add Your Business Category

Add a business category

Select the appropriate business category for your law firm. Choose a category that best represents your legal practice, such as “Lawyer,” “Attorney,” or specific areas of law like “Family Law” or “Personal Injury Lawyer.” This helps Google understand the nature of your services and display your firm in relevant search results.

Step 4: Add Your Customer Service Phone Number and Law Firm Website

Add your customers

Include a customer service phone number that clients can use to contact your law firm directly. Ensure the phone number is accurate and reliable for effective communication. Additionally, add your law firm’s website URL to direct potential clients to your online presence for more information about your legal services and expertise.

Step 5: Verify Your Law Firm via Email, Text, or Phone

Verify your law firm

To establish trust and authenticity, verify your law firm through the verification options provided by Google. This may include email, text message, or phone call verification. Follow the instructions provided by Google to complete the verification process promptly and gain full access to your Google Business Profile.

Also, note that Google My Business has added updates to its messaging features that will help your interaction with potential clients run more efficiently. Once you verify your GMB page, you have a live page. Mission Accomplished!

Step 6: Add Photos

Google My Business Page photos

The first thing you need to do is add photos to your Google My Business page. Create a personal touch with pictures of your team and law firm office.

Potential clients want to trust you. A few photos can go a long way in building that trust. Use a minimum of 3-5 high-quality images. You can always change the pictures later, you just need to start.

A few photos to consider:

  • Logo
  • Corporate office
  • Team
  • Executive Team
  • Behind the scenes

    Step 7: Fill Out Your Services

    Be sure to include a detailed description of your legal services. Refer to the Google My Business services editor page for details on how best to edit your law firm’s local listing, so it appears in search engine results pages.

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    2. Optimize your Google Map Profile

    When it comes to local search for law firms, it’s all about Google Maps and Local Pack; they play a crucial role in driving visibility and attracting potential clients.

    The Google Map Pack is a prominent feature that appears in search results, showcasing a map with local businesses related to the search query. It displays a list of law firms along with their contact information, reviews, and directions.

    Local Finder, on the other hand, provides a more detailed view of local search results, allowing users to explore additional law firms in the area.

    Google local 3-pack for law firms

    The Google Local 3-Pack is displayed at the top of search results and showcases three local businesses

    Google Screen is another aspect of local search results that law firms should pay attention to. It refers to the section of search results where Google showcases a wealth of information directly on the search page, without users needing to click on any specific website. This information can include business details, reviews, photos, frequently asked questions, and more. A lot of people prefer to click as few times as possible, so having a strong presence on Google Screen can greatly benefit your law firm. It’s instant visibility to potential clients.

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    3. Build Local Citations for your Law Firm

    Local citations play a crucial role in local SEO for lawyers. These citations are online mentions of your law firm’s name, address, and phone number (NAP) on various directories, review sites, and online platforms. They help search engines understand the relevance and credibility of your firm’s location within a specific geographic area.

    To effectively build local citations, start by ensuring the consistency and accuracy of your NAP across all directories. Claim and optimize your law firm’s profiles on popular platforms such as Google My Business, Yelp, and Avvo.

    Yelp for law firm professionals

    Yelp is an online review platform that can help lawyers increase their visibility and attract clients

    Additionally, consider leveraging citation service providers or DIY tools to streamline the citation-building process. Services like BrightLocal, Moz Local, and Yext can help manage and distribute your firm’s NAP data consistently across multiple directories.

    However, if you prefer a hands-on approach, you can manually submit your law firm’s information to relevant directories and local business listings. Remember to monitor and update your citations regularly to maintain accuracy and maximize local SEO benefits.

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    4. Ensure NAP Consistency across Local Directories

    Consistency in NAP (Name, Address, Phone Number) information is vital for effective local SEO strategies for lawyers. Maintaining accurate and consistent NAP across various local directories improves your law firm’s visibility and credibility in local search results. Here are some best practices to ensure NAP consistency:

    • Verify accuracy: Double-check that your law firm’s NAP details are accurate and up to date. Ensure there are no misspellings, abbreviations, or variations in the information across different directories.
    • Claim your listings: Claim and manage your law firm’s profiles on popular local directories such as Google My Business, Bing Places, Yelp, and industry-specific directories. This gives you control over your NAP information and allows you to update it whenever necessary.
    • Monitor for changes: Regularly monitor your law firm’s NAP across directories to identify any inconsistencies or incorrect information. This includes checking for changes made by users or third-party sources.
    • Leverage citation management tools: Utilize tools like BrightLocal, Moz Local, or Yext to streamline NAP consistency management. These tools help you sync your NAP data across multiple directories and monitor for any discrepancies.

    Ensuring NAP consistency is crucial for maintaining a strong online presence and maximizing your law firm’s visibility to potential clients in your local area. By following these best practices and utilizing citation management tools, you can enhance your local SEO efforts and attract more clients near you.

    Looking for the top lawyer directories to boost your firm’s online presence? Explore our list of the top 10 best directories for lawyers in our guide.

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    5. Acquire Positive Reviews

    Online reviews hold significant weight in local SEO strategies for lawyers. Positive customer reviews not only influence potential clients but also impact your law firm’s visibility in local search results. Here are some strategies to acquire and manage positive reviews:

    • Encourage satisfied clients: Request reviews from happy clients after successfully resolving their legal matters. Personalize your request and make it easy for them to leave feedback.
    • Provide exceptional service: Deliver outstanding service to clients, exceeding their expectations. When clients have a positive experience, they are more likely to leave glowing reviews.
    • Monitor and respond: Regularly monitor review platforms and respond promptly to both positive and negative reviews. Engaging with reviews demonstrates your commitment to client satisfaction.
    • Leverage review platforms: Encourage clients to leave reviews on popular platforms like Google, Yelp, Avvo, and industry-specific directories. These platforms can boost your law firm’s visibility and reputation.
    • Showcase testimonials: Feature positive testimonials on your website and social media platforms. Testimonials from satisfied clients can build trust and credibility for your law firm.

    By implementing these strategies, you can proactively acquire positive reviews, enhance your online reputation, and attract more clients in your local area. Remember to consistently monitor and engage with reviews to maintain a strong online presence.

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    6. Ensure that your website is optimized for local SEO

    If your law firm operates in a specific location, then you should be using local keywords strategically across your site and content marketing. While they may yield lower overall search volumes, they drive traffic ready to convert.

    Crucial Lawyer Keywords for Local SEO

    For example, if you’re a personal injury lawyer in Chicago you might include keywords like “personal injury in Chicago,” personal injury attorney in Chicago,” or even qualifier terms such as “personal injury lawyer near me.”

    Adding “near me” to title tags of your location pages, anchor texts, and alt tags helps your law firm show up for more local searches. Over 30% of people search online for lawyers nearby, which is why local keywords are so important.

    Common local keywords include:

    • Personal injury lawyer near me
    • Criminal defense lawyer near me
    • Criminal defense lawyer + city or district

    Think about how local searches would structure their search engine queries. Through keyword research, you can find the most valuable keywords to pair with your location and include them in your content marketing.

    Don’t miss out on potential clients in 2024. Check out our article for invaluable insights on choosing the right keywords for your law firm’s website.

    Use Voice Search Keywords for Better Local Reach

    Current statistics show that 41% of adults use voice search at least once a day. Voice search allows users to combine more keywords than typical browser searches. These queries also tend to be more conversational and have an average length of 29 words.

    As such, you should prioritize long-tail keywords that capture intent. Many voice searches start with questions, so leading with the Five Ws (who, what, where, why, when) and how is useful. For example, instead of saying “family lawyer near me,” clients are more likely to ask, “Where is the closest family lawyer?”

    You’ll also want to match the language level of these searches. If you’re using a higher-level vocabulary in your content, you might want to lower it a notch or two. Most voice searches are around an 8th-grade reading level.

    Creating Location-Specific Landing Pages

    To optimize your law firm’s website for local SEO, consider creating location-specific landing pages. These pages should be tailored to target specific geographic areas where your firm operates. Incorporate relevant keywords, such as city names or neighborhoods, in the page titles, headings, and content.

    Provide useful information about local laws, regulations, and legal services specific to each location. Include your law firm’s NAP (name, address, phone number) prominently on these landing pages to reinforce local relevance. Additionally, consider adding testimonials, reviews, and case studies from clients in each location to build credibility and trust.

    Techniques for Mobile Optimization and Improving User Experience

    In today’s mobile-centric world, optimizing your law firm’s website for mobile devices isn’t just important- it’s necessary for local SEO success. Ensure your website is mobile-friendly, with a responsive design that adapts to different screen sizes.

    Optimize page load times by compressing images, minimizing code, and utilizing caching techniques. Simplify navigation and improve user experience by using clear menus, intuitive forms, and clickable phone numbers for easy contact.

    Implement a click-to-call feature to encourage potential clients to reach out directly from their mobile devices. Don’t forget to leverage local schema markup to provide search engines with detailed information about your law firm’s location, services, and operating hours. By prioritizing mobile optimization and enhancing user experience, you can attract and retain more clients near you.

    <span style=Attract more leads to your law firm“>
    Attract more leads to your law firm

    Talk to legal marketing experts

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    7. Implement a Local Link Building

    A robust local link building campaign can significantly boost your local SEO efforts. Here are some strategies to implement an effective campaign:

    • Create high-quality content: Develop valuable and informative content that other local websites and organizations would find useful to link to.
    • Guest blogging and contributing: Offer to write guest blog posts or contribute articles to local publications or industry-specific websites. This allows you to showcase your expertise while earning backlinks.
    • Engage with local organizations: Build relationships with local organizations, such as bar associations, community groups, and non-profit organizations. Participate in events or sponsor local initiatives to gain exposure and potential backlink opportunities.
    • Local business partnerships: Collaborate with complementary local businesses and establish mutually beneficial relationships. This can lead to opportunities for co-marketing efforts and obtaining backlinks from their websites.
    • Monitor and track mentions: Keep an eye on online mentions of your law firm and reach out to website owners who mention your firm without linking to it. Politely request them to include a link back to your website.

    By implementing a strategic local link building campaign, you can enhance your law firm’s online visibility, improve local search rankings, and attract more clients in your target area. Remember to focus on quality, relevance, and establishing genuine connections with local entities.

    Elevate your law firm’s online presence with expert link building strategies – dive into our guide today.

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    8. Set Up Schema Markup

    To enhance your law firm’s local SEO efforts, it’s essential to incorporate attorney schema markup. Schema markup is structured data that provides additional information to search engines about your law firm’s website content.

    An example of an attorney schema

    Schema markup is a code that improves how search engines understand website content

    Implementing attorney schema markup offers several benefits, including improved search visibility and enhanced display of rich snippets in search engine results pages (SERPs). By including schema markup, you can provide specific details about your law firm, such as practice areas, attorney names, contact information, reviews, and more. This helps search engines understand your content better and display relevant information to potential clients.

    To implement attorney schema markup, you can use tools and resources such as Google’s Structured Data Markup Helper or Schema.org. These resources guide you in identifying the appropriate schema types and provide code snippets that you can add to your website.

    Remember to test the implementation using Google’s Structured Data Testing Tool to ensure it is correctly applied and generating the desired results.

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

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    9. Enhance Social Media for Local SEO

    Facebook legal post

    Share informative articles with your audience on Facebook

    Social media plays a crucial role in local SEO strategies for lawyers, helping to build brand awareness, engage with the local audience, and drive more clients to your firm. Here are some strategies to enhance your social media presence for local SEO:

    • Consistent posting: Regularly publish engaging and relevant content on social media platforms to maintain an active presence and reach your target audience.
    • Local targeting: Utilize location tags and hashtags to target your local audience effectively. This helps increase visibility to potential clients in your area.
    • Engage with the community: Actively engage with your followers, respond to comments and messages, and participate in local discussions. This fosters connections and builds trust within the local community.
    • Share valuable content: Share informative legal content, updates, success stories, and client testimonials to showcase your expertise and establish credibility.
    • Collaborate with local influencers: Collaborate with influential individuals or organizations in your community to expand your reach and gain exposure to a wider local audience.

    By implementing these strategies, you can leverage social media to enhance your local SEO efforts, connect with potential clients, and establish a strong online presence for your law firm.

    Ready to harness the power of social media for your law firm? Dive into our comprehensive blog post for actionable strategies.

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    10. Sponsor Local Events

    Sponsoring local events can be a powerful strategy for enhancing local SEO for law firms. By associating your firm’s name with community events, you can boost your visibility, credibility, and reputation among local audiences. Here are some strategies to consider:

    • Select relevant events: Choose events that align with your law firm’s practice areas and target audience. Look for opportunities to sponsor legal seminars, charity fundraisers, or community gatherings.
    • Participate actively: Engage in the event by setting up a booth, offering informational materials, or providing presentations on legal topics. This allows you to showcase your expertise and connect directly with potential clients.
    • Build local relationships: Sponsoring local events helps you forge connections with other businesses, community leaders, and potential referral sources. These relationships can lead to valuable collaborations and word-of-mouth recommendations.
    • Gain online exposure: Maximize the impact of event sponsorship by leveraging online platforms. Promote your involvement through social media, press releases, and local event directories. This generates buzz and increases your law firm’s visibility in local search results.

    Sponsoring local events not only supports your community but also strengthens your local SEO efforts by establishing your law firm as a trusted and engaged local presence.

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    11. Track and Measure Results

    You can’t fix something if you don’t know what’s broken. Tracking and measuring your local SEO efforts is essential to gauge the effectiveness of your strategies and make informed decisions for optimization. Key metrics to monitor include local search rankings, website traffic from local searches, online reviews and ratings, and conversions (such as form submissions or phone calls).

    Utilize tools like Google Analytics, Google Search Console, and local SEO platforms to gather and analyze data related to these metrics. By doing so, you can identify patterns, trends, and areas for improvement.

    Google Analytics for local law firms

    Pay attention to which keywords drive the most traffic and conversions, track the impact of online reviews on your reputation, and monitor how local search rankings evolve over time. Armed with these insights, you can adjust your local SEO strategies accordingly.

    Experiment with different tactics, content optimizations, and citation building to see what works best for your law firm in attracting more clients from your target local area. Regularly track and measure your results to ensure continuous improvement and maximize your local SEO success.

    Don’t miss out on the advantages of data-driven decisions. Discover how digital marketing analytics can transform your business strategy.

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    12. Hire Professionals

    When it comes to implementing effective local SEO strategies for your law firm, hiring professional Law Firm SEO services can offer significant advantages. These experts specialize in optimizing your online presence to attract more local clients. They have in-depth knowledge of the legal industry and the specific challenges lawyers face in local search.

    By leveraging their expertise, you can save time and effort while gaining access to advanced SEO techniques. When hiring a local SEO service for your law firm, it’s essential to consider their experience, reputation, and track record of success.

    Look for agencies that have worked with law firms in the past and have a proven understanding of local SEO for the legal industry. Additionally, ensure that the agency understands your law firm’s specific needs and goals.

    A reliable agency will provide a tailored approach that aligns with your target audience, practice areas, and geographical location. Take the time to evaluate different agencies and choose the one that best fits your law firm’s requirements for maximum results.

    Top Local Search Optimization Factors for Lawyers

    If you want to do well in local search and increase your visibility, you’ll need to understand how it works first. Here are some key factors that influence local search ranking:

    1. Relevance: Google aims to provide users with search results that are specific to what they look up. Law firms need to optimize their online content to reflect their practice areas, specialties, and the locations they serve. Incorporating relevant keywords, optimizing website structure, and utilizing local schema markup can improve relevance and increase the chances of appearing in local search results.
    2. Prominence: The prominence of a law firm refers to its prominence in the online community. It includes factors such as online reviews, ratings, citations, and the overall online reputation. Encouraging satisfied clients to leave positive reviews and actively managing online directories and legal listings can enhance a law firm’s prominence, positively impacting local search rankings.
    3. Credibility: Google places significant importance on evaluating the credibility and trustworthiness of law firms. Factors such as authoritative backlinks from reputable legal websites, consistent NAP (Name, Address, Phone number) information across all platforms, and high-quality content can contribute to building credibility. Creating informative and valuable content that demonstrates expertise and knowledge in specific legal areas can establish a law firm as a credible authority.

    Law firms should prioritize local SEO efforts by optimizing their website, engaging with clients for positive reviews, managing online listings, and establishing a strong online presence. By understanding and implementing these key factors that influence local search placements, law firms can improve their visibility, attract more clients in their local area, and ultimately grow their business.

    Biggest Local SEO Mistakes to Avoid

    To keep your SEO for bankruptcy lawyers, or any other type of attorney, on track, you’ll want to avoid making these common mistakes, which can potentially hurt your business’s credibility and online presence. Follow these local SEO tips for the best organic search results.

    1. Inconsistent NAP Information

    Of all the local SEO tips for legal firms you’ll come across, this one is paramount! Your law firm’s business name, phone number, and address should be the same on all citation and local directory sources. Google’s local search ranking factors are affected by spaces, full stops, and different spelling.

    For example, if your firm is located on Flower Street, you should keep the spelling of all your business information the same across all citations and listings. Even abbreviating the address to Flower St. will make Google assume it is a different listing.

    2. Not Having Positive Customer Reviews

    Local SEO studies reveal potential clients are more likely to pick law firms that have more or better average review ratings. If you have no reviews or a bad review score, you won’t attract much business.

    There are over 200 factors Google considers when ranking websites and listings on organic search results. Of that, 7% is made up of reviews. Positive social signals indicate client trust. Google recognizes this and is far more likely to preference law firms with an average rating of 4 stars or better.

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    Grow the Local Reach of Your Law Firm with Comrade

    Google My Business for small law firms (and large ones) is critical to ensure that the right prospects find their services. So, be sure to optimize your GMB and all other marketing efforts with local specifications for your services. These, powerful tips on localizing your Google My Business listing will ensure your listing is a success.

    The local SEO strategies we’ve shared will provide an incremental jump in calls from new clients. However, it takes positive Google reviews, a strong social media presence, impressive content marketing, and a robust website with relevant keywords to truly outshine competitor law firms.

    The first step is setting up a GMB account. The next is garnering positive reviews, and implementing a lawyer local SEO campaign.

    However, if you believe your career would be better spent defending your clients instead of optimizing local search pages on Google, then reach out to us for help.

    We’re a full-service digital marketing agency with a team of law firm marketing experts that can improve your local search results and revenue. Take a look at the best local SEO tools to gain your success.

    In what cities do you work?

    Comrade originates in Chicago, but we worked all around the United States. We can help your business grow and increase revenue whenever you are. We have offices across most major cities in the US. For example, we can offer SEO services in Chicago or Miami. You can even find our SEO experts in Austin! If you want to know more about our Milwaukee SEO company or find out how exactly we can help you, contact us via the phone or email.

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

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