Local SEO for Lawyers: How Law Firms Can Dominate Local Search

If you're a law firm looking to gain clients, setting up shop in a tucked-away location with limited signage isn't the best strategy. This logic also translates online: If your firm fails to appear in local web searches, how are potential clients going to find you?

No matter the size of your law firm, your website is one of your best marketing tools. According to Attorney At Work, over 86% of people say they would research lawyers on Google before hiring them. Local search engine optimization (SEO) for lawyers puts your firm in front of potential clients in your area. If you’re only focusing on general SEO, you might be casting too wide a net. Your organic traffic may be coming from other regions instead of the people in your area who need your help. 

Focusing on local SEO strategies will help you bring in more qualified leads from your city. Learn about local SEO tools for lawyers that can help you attract nearby clients. 

Optimize Your Google Business Profile (GBP) 

Your Google Business Profile (GBP) determines how your business appears in Google searches and on Google Maps. It’s also a valuable tool for attracting local customers.

Claim and Verify Your Business

To optimize your GBP, start by following these steps to claim and verify your business:

• Create a Google account. If you have a Gmail address, you already have a Google account. If you don't, create one. 
• Sign in to your account and search for your business online.
• If your business isn’t listed, add it. Go to business.google.com/add to add a new business and follow the prompts.
• If your business is listed, click “Own this business” and “Manage Now.” 
• Log onto your Business Profile and select “Get Verified.” You can choose phone or text, mail, video call, or email to get your verification code. 

The verification process takes about five business days.

Check Your Information

Once you’re verified, look over your listing and make sure the name, address, and phone number (NAP) are correct. Add your hours and a detailed description. For example, if you’re targeting customers in New York City, include something like “personal injury lawyers in NYC” in your description. 

Fill out every field in your profile, add photos, and choose relevant categories and subcategories. Local SEO for lawyers in Houston, Texas, is different than local SEO for personal injury lawyers in NYC, so being as specific as possible and picking the right categories will filter you out of irrelevant searches. 

Build Local Citations for Legal Credibility

Any time a website lists your NAP, Google and other search engines see your business as a relevant match for local searches. This includes listings on Yelp and legal directories. Check your NAP and website URL on sites such as Avvo, Justia, and FindLaw, as well as social media platforms. If you notice an incorrect address, phone number, website, hours, or other information, send in a request to correct it. 

Consistent listing information across directories tells a search engine the information is accurate and credible. It can also boost your chances of getting into Google's “local 3-pack,” allowing your firm to be among the top three search results on a local search. To help you manage all your listings on one platform, use a tool such as Yext. 

Create Location-Specific Website Content

If your firm only operates in one location, your whole website should be specific to that area. Add location-specific keywords wherever they fit naturally. For example, include a phrase like “Denver divorce attorney” in your bio, and reference neighborhoods in titles, headers, and body copy throughout your website. If you’re writing a blog post about a recent award, a headline such as “Recently named the Bronx’s best private equity firm” will enhance your local SEO in the Bronx. 

Any firm operating in more than one location should create a unique landing page for each area. Create a unique URL for each city and add specific details relevant to each. Instead of simply swapping out city names, take the time to customize each landing page for the location. 

For example, when describing your services, reference common legal issues facing clients in the specific area. Publish relevant local content on each landing page, such as “Navigating Los Angeles’ Tough Divorce Laws” or “How Denver’s New AI Regulations Might Impact Your Business.” If you don’t have time to develop content on your own, use professional legal writing services to help you build up your local SEO.

You can also use Google’s Structured Data Markup Helper to add schema markups that help search engines find your location. 

Manage Reviews for SEO and Trust

After claiming and verifying your GBP, you'll be able to read and respond to client reviews. 

Why Reviews Matter

Multiple positive reviews tell search engines your business is a relevant search result, which ranks you higher in local searches. Positive reviews show new potential clients you’re trustworthy and credible. 

How to Ask for Reviews Ethically

Local SEO for law firms is trickier than other industries because you have to adhere to the Model Rules of Professional Conduct by the American Bar Association. Your local bar association also has rules governing advertising. 

While you can ask your clients to leave you a review, you need to make it clear that participation is voluntary. You can’t offer incentives, and you need to add a disclaimer that all reviews are truthful. Don’t ask your clients to disclose confidential information. 

How to Respond to Negative Reviews

Most businesses will get negative reviews online. When you get one, respond professionally. Thank the poster for their feedback and let them know you can discuss it offline. If it’s appropriate, apologize. Avoid arguing or debating with the reviewer. If the review is inaccurate or defamatory, flag it and see if Google will remove it. 

Build Authority With Local Backlinks

Any reference to your law firm should include a link to your website. You can start gaining backlinks by joining the local Chamber of Commerce and reaching out to other local organizations to be listed on their site. If you sponsor any local organizations, have them link to your site on their sponsor page. 

You can also collaborate on stories with local media. Offer to serve as a subject matter expert for relevant news stories, or work with a local organization to co-write posts.

These and other content marketing strategies for law firms will improve your authority and your search engine results. 

Real Results: Hype Legal and Compose.ly

Hype Legal is a legal marketing agency that was looking for a cost-effective way to scale content. The agency first tried an AI-powered platform but found it was only generating generic content that did not match its clients' tones and voices. 

Hype Legal then partnered with Compose.ly, whose human writers are experienced in SEO and legal storytelling. As a result, the agency was able to produce 50% more content, which increased client rankings and generated better leads. 

Contract builder LegalTemplates experienced similar results in ranking and engagement when partnering with Compose.ly on content creation.

Tracking Performance With Local SEO Metrics

You can tell your local SEO efforts are working by tracking: 

• Local SEO rank: Use Google Analytics or a dedicated local rank tracking platform to monitor your ranking.
• GBP insights: Use GBP’s dashboards to monitor views, clicks, and calls.
• Conversion metrics: Track click-through rates, conversion rates, and online reviews and rankings. 

Get Local SEO Content That Converts

If you've been neglecting local SEO, you might be missing out on valuable leads. Save yourself time by outsourcing your legal content. Compose.ly’s vetted writers with legal expertise will do the necessary local SEO keyword research and help you attract more clients in your area with location-specific content that enhances your credibility. 

Contact us today to explore our legal writing services and to learn how we can help you. 

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