How to Grow a New Law Firm Struggling with SEO

With SEO’s proven effectiveness in gaining online business traction, it makes sense that many online brands would want to implement it. However, the SEO process takes longer to show the desired outcomes depending on the niche law firms and pharmaceutical companies. Despite working on all the checklists experts recommend, the website shows no results. In this scenario, we should do a more thorough SEO.

This article will guide you through practical steps that can help your law firm gain traction, even if you’re starting from scratch.

1. Set Up Google Search Console

One of the first things you must do is set up Google Search Console right after making your website live. It’s a free tool that helps you monitor your website’s performance in Google search results. This tool lets you see which keywords bring traffic to your site, identify issues that might hurt your rankings, and track your site’s appearance in search results.

How to Use It:

• Verify your website with Google Search Console.
• Check the “Performance” tab to see which keywords are driving traffic.
• Fix errors under the “Coverage” tab to ensure Google can crawl your site efficiently.

2. Optimize Your Google Business Profile

Your Google Business Profile is crucial for local SEO. When someone searches for a law firm in your area, you want to be one of the top results.

Steps to Optimize:

• Complete all the details in your profile—hours, address, services, and contact information.
• Add high-quality images of your office and team.
• Encourage satisfied clients to leave reviews. More positive reviews can boost your ranking in local searches.

3. Create Profiles on Yelp and Yellow Pages

Once you create your Google business profile, consider listing on other prominent business listing sites like Yelp or Yellow Pages. Having your law firm listed on these platforms can help improve your visibility.

How to Set Up:

• Create a business profile on Yelp and Yellow Pages.
• Ensure your contact details and services are consistent across all listings.
• Respond to reviews and inquiries to build a positive reputation.

4. Get Listed on Lawyer Directories

To be recognized by your peers, let your business be listed where similar businesses are. Listing on lawyer directories like Avvo, Justia, and FindLaw is another way to improve your online presence.

Benefits:

• These directories often rank well in search engines, making it easier for potential clients to find you.
• They offer an opportunity to showcase your expertise, services, and client reviews.

5. Run Radio Ads and a Billboard Campaign

While online marketing is crucial, pay attention to traditional advertising methods like radio ads and billboards. These can drive offline traffic to your website and help with brand recognition. Most office-going people turn their radio on for quick news, and if the ads play during that time, it may help them know about your law firm. 

Tips:

• Use catchy, easy-to-remember phrases in your ads.
• Include a clear call-to-action, like visiting your website or calling for a free consultation.
• Target locations where your potential clients are most likely to be.

6. Post Weekly Blogs on Your Website

Blogging is a powerful tool for boosting your SEO. Regular blog posts keep your website fresh and allow you to target specific keywords.

Content Ideas:

• Write about common legal issues your clients face.
• Share success stories or case studies (anonymized if needed).
• Offer tips and advice relevant to your practice area.

Ensure each blog post links back to relevant service pages on your site. This interlinking helps search engines understand the structure of your website and can improve your rankings.

7. Launch a PR Campaign

Public relations (PR) can significantly boost your law firm’s visibility and credibility. Contact local and national news outlets to share your expertise on legal matters or pitch a story about a unique case you’ve handled. Running a PR Campaign will also give you some authority backlinks to help your website. Continuing to do PR makes a good impact on brand awareness and helps get free backlinks. 

How to Execute:

• Write press releases about significant cases, new hires, or community involvement.
• Offer yourself as an expert source for journalists covering legal issues.
• Partner with local organizations to increase your reach.

8. Run Google Ads on a Minimal Budget

If your budget allows, consider running Google Ads targeting specific keywords. This can give you immediate visibility while improving your organic rankings. Sometimes, it works if you keep targeting the local keywords or keywords you want to use for SEO. Over time, Google may rank you for those keywords if the website is optimized for SEO. 

Strategy:

• Start with a small daily budget.
• Focus on long-tail keywords with less competition but high intent, such as “family lawyer in Santa Clara.”
• Monitor your ads’ performance and adjust your keywords and ad copy.

9. Implement a Price Estimator Tool

Creating a price estimator tool on your website can be a game-changer. This tool allows potential clients to get an estimate for your services by selecting common legal needs.

Steps:

• Develop a simple form where users can choose their legal needs.
• Generate a rough estimate based on their selections.
• Promote the tool on platforms like Reddit to attract visitors. As people use the tool, Google will begin ranking your page higher.

10. Share Outrageous Client Stories

Everyone loves a good story, especially journalists. If you’ve had some remarkable cases (keeping client confidentiality in mind), share them. Real-life stories make an impact on readers through news, which generates some prospects. 

Benefits:

• Journalists are always looking for unique stories; if they pick up yours, they’ll likely link back to your site.
• This not only drives traffic but also boosts your SEO with authoritative backlinks.

11. Encourage Client Reviews

Client reviews are gold for your SEO and reputation. After a successful case, send a friendly, automated message asking your clients to leave a review on Google and other places like Yelp and Yellow Pages. 

Best Practices:

• Send the request soon after the case is resolved while the experience is fresh.
• Make it easy by including a direct link to your Google review page.
• Respond to all positive or negative reviews to show that you value client feedback.

12. Conduct Attention-Grabbing Surveys

Another way to attract PR and backlinks is by conducting surveys within your client base. Choose topics that are relevant and likely to generate interest.

Ideas:

• Survey clients about common legal misconceptions.
• Ask about their experiences with the legal process and what they found most helpful.
• Share the results with local news outlets and industry publications.

13. Perform Thorough Keyword Research

Keyword research is fundamental to your SEO strategy. Look for long-tail keywords—specific phrases with lower competition but high search volume.

How to Start:

• Use tools like Google Keyword Planner or Ahrefs.
• Identify phrases potential clients might search for, such as “affordable divorce lawyer in San Jose.”
• Optimize your content around these keywords, including them naturally in your titles, headings, and text.

14. Focus on High-Value Backlinks

High-value backlinks from authoritative sites can significantly boost your SEO.

Tactics:

• Start by submitting your site to reputable directories.
• Offer to write guest posts for legal blogs or local news sites.
• Participate in community events or offer free legal services, which can result in mentions and backlinks from local organizations.

15. Optimize Your Website for Conversion

Getting traffic is only half the battle; you must also convert visitors into clients. Conversion rate optimization focuses on making your website more effective at turning visitors into leads. If you have built your website using WordPress, there are plenty of lawyer firm WordPress themes you can use for better UI/UX and mobile-friendly. 

Key Areas to Improve:

• Ensure your site loads quickly.
• Make sure your call-to-action (CTA) buttons are clear and compelling.
• Consider the user experience (UX)—is your site easy to navigate? Can visitors quickly find the information they need?

16. Leverage Social Media

Social media is another powerful tool for growing your law firm. Regularly post clear, engaging content that adds value to your followers. Even if you can make some reels explaining specific laws or basic fundamental rights, people on social media love it. This is one of the hottest platforms for genuine prospects.

Tips:

• Share your blog posts on platforms like LinkedIn and Facebook.
• Engage with your audience by responding to comments and messages.
• Use social media to highlight your services, share client testimonials, and promote special offers.

17. Improve Interlinking on Your Site

Good interlinking helps search engines understand your website’s structure and guides visitors to more relevant content. When you interlink your page with a new blog or vice-versa, Google recrawls all your interlinking links. 

How to Interlink:

• Link from blog posts to your service pages.
• Include links in your homepage text to essential sections like your About page or contact form.
• Use keyword-rich anchor text (the clickable text in a hyperlink) to improve your SEO.

18. Offer Micro-Services During People’s Difficult Times

During tough times, offering more affordable micro-services can help attract new clients. For example, a divorce lawyer might offer notary services cheaply.

Advantages:

• It provides an entry point for potential clients who might not be ready to hire you for a more significant case.
• They’re more likely to return when they need more legal help as they trust you.

19. Participate in Relevant Facebook Groups

Finally, don’t underestimate the power of local communities online. Join Facebook groups or NextDoor pages where potential clients might be and offer advice or information.

How to Do It:

• Find groups that align with your services, like local parent groups, if you specialize in family law.
• Post helpful tips or answer questions to establish yourself as a trusted resource.
• Subtly mention your services or invite group members to visit your website.

Final Words

Growing a new law firm digitally can feel overwhelming, especially when you’re struggling with SEO. However, by implementing these practical strategies, you can steadily build your online presence, attract more clients, and establish your firm as a trusted authority in your field. Remember, SEO is a long-term investment—be patient, stay consistent, and you’ll start seeing results.