How Law Firms Can Attract Clients Through SEO Strategies

It’s no secret that Search Engine Optimization (SEO) Works for many types of businesses. From restaurants to retailers to tech companies, any business that attracts customers through Google can benefit from SEO.

The same goes for law firms, as many lawyers generate clients directly through local marketing. If customers are looking for customers in their area, Google is often the first place they go to conduct their search.

But what are the tangible results of SEO for law firms? How do you measure if SEO is actually “working” for a legal business?

In this guide, you’ll discover real-world case studies and stats on how well SEO works for law firms — and how to use those same strategies to your advantage.

How SEO Works for Law Firms – Statistics

Recent legal SEO statistics confirm how well SEO works for law firms. The proof is in the numbers. More and more, law firms are turning to SEO as an effective marketing channel – and they’re blown away by the results!

SEO was voted the most effective marketing channel for law firms.

A 2022 study by Brandmuscle found that 79% of law firms rate SEO as the most effective marketing channel. That’s no surprise, considering Google is the number one organic traffic engine for all types of local businesses.

Businesses that rank #1 on Google have an average click-through rate of over 30%.

The #1 result in Google search has an average click-through rate (CTR) of 31.7%. This means that around a third of all users click on the first search result. SEO can help your law firm rank higher and drive more traffic to your website.

Local and organic searches account for over 60% of all digital traffic.

Milestone Research conducted a study of 500 location-based businesses and found that local and organic searches together account for 69% of all online traffic (Organic Search: 46.5% of website traffic; Local Search: 22 .6% of website traffic). Local businesses that used local SEO by optimizing for proximity performed better in driving more website traffic.

Organic search drives 66% of call conversions for law firms.

A 2021 analysis by Ruler Analytics found that organic search drives the majority of call conversions (i.e. phone calls) for the legal industry. In other words, users turn to organic search more than any other channel when it comes to contacting law firms directly over the phone.

Directories are one of the main drivers of organic search traffic for local businesses.

Directories like Yelp, Google My Business, and YellowPages often appear in the top five organic search results, making them an important traffic driver for local businesses. In fact, Yelp appears in the top five locations for 92% of Google searches that include a city and business category.

Benefits of SEO for Law Firms

SEO brings many benefits to law firms, far beyond simple Google rankings. SEO is an effective marketing tool because it not only helps drive traffic, but can also improve user experience, increase lead generation, earn customer reviews, and more.

Local traffic generation

Your potential clients use Google to find law firms in their area. As the number one engine for organic traffic, you simply cannot ignore the power of Google. SEO allows you to optimize your website and local listings for geolocation- and service-specific keywords that your potential clients use to find law firms like yours. This can help you rank above your local competitors and drive more traffic to your website.

Phone calls and leads

The Google Map Pack is a section of Google search results that highlights business contact information (address, phone number, etc.). This is prime real estate to market your business and generate phone calls. If you rank well in the Google Map Pack, you can generate phone inquiries and organic leads directly through your website.

Positive customer reviews

SEO helps make your law firm easier to find, making it easier for happy clients to review your business. Not only does SEO give you a platform to generate reviews, but it also presents those reviews to potential customers. Having positive reviews can make the difference in convincing customers to work with you over your competitors.

Better website experience

The technical principles of SEO ensure that your website provides a positive, interactive and user-friendly experience for users. SEO allows you to optimize your website for mobile devices, user experience, fast page speed, etc. By embracing SEO, you are able to provide a better experience that entices users to work with you.

Social traffic and email

An optimized website makes your law firm more visible. It also offers users a conversion destination through your email and social media campaigns. If you have an email newsletter, post to your blog, share content on Facebook, or use other social channels, your website provides a landing place for that traffic. Traffic from other channels can then be converted into new leads for your business.

See more: Benefits of SEO for Law Firms

Case studies: SEO for law firms today

These are real case studies and stories of how SEO works for law firms today. As a law firm SEO strategist, I empower my clients to use SEO for traffic generation, lead generation, reviews, and more. Here’s how SEO now pays off for law firms.

5x Keyword Placements for “Best Class Actions”

Top Class Actions’ goal was to rank for high-value keywords such as “lawsuit attorney,” “class action attorney,” and other settlement-related terms. The law firm was already reaching millions of consumers, but wanted to rank #1 for more competitive terms.

First, we performed an audit to identify and resolve technical and core web issues. Next, we adopted a robust content strategy to help the brand perform on new inventory of competitive keywords. We even moved the brand to the Google Analytics 4 (GA4) platform to provide better reporting, automation, and deeper insights into their customer journey.

Thanks to this SEO work, our client went from a ranking of 96,000 to almost 500,000 keywords. We have also significantly improved the UX of the site and the overall performance of the website. This resulted in more traffic, leads and cases for Top Class Actions.

See the status of law firm website rankings

What does it take to rank for high-value keywords like “personal injury lawyer” or “DUI lawyer”? It’s a question that many law firms ask themselves – and one that we constantly try to answer with data-driven SEO strategies.

So, to gain a deeper understanding of law firm digital marketing, we analyzed the organic rankings of nearly 16,000 law firm websites. The goal was to identify the factors that contribute to a page’s ranking for competing keywords in Google.

This case study confirmed:

  • The most important factors for ranking (number of features on a page, features in the title tag, webpage user experience, inbound and outbound links, and webpage script tags)

  • Top Recommendations for Improving SEO Rankings

  • The most popular legal industry website(s) in all locations

  • The Impact of Content Management System (CMS) on SEO

  • The Impact of Word Count and Content Depth on SEO

  • How title tags and the use of the word “best” in title tags can impact rankings

Overall, our results validate most of what we know about SEO – that content is king, backlinks influence rankings, and Google values ​​user experience factors. The results hint at some of the signals that Google pays attention to when ranking law firm websites.

Make SEO work for your law firm

It’s never too late to make SEO work for your law firm. SEO is one of the most effective strategies for law firms today. Case studies, statistics and studies prove it. Now all you have to do is embark on your own SEO strategy.

Luckily, I’ve published my How to Plan an SEO Strategy for Your Law Firm guide. Use it as a framework for your SEO plan, then improve your strategy over time. Whether you take a DIY approach or work with a professional, I’m confident that SEO will work for your law firm as long as you use the data to your advantage.

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