Guide To Local SEO For Lawyers

According to Lawyernomics, 21.9% prospective clients research online about a lawyer before they decide to meet one. That’s highly targeted traffic that can convert into legal clients. But you can only capture that traffic if they can find you on the internet. If you have a legal practice in Miami, you would want potential clients in the city to find your website easily.

Can they?

Most law practices are either relying on obsolete marketing techniques or are not using any form of marketing in the online world. Either ways, you are losing out on prospective clients who may be finding your competitors using Google.

So what can you do about it?

The good thing is that SEO for lawyers does not have to be difficult. There are some simple, tried and tested techniques that can make a significant difference in your rankings.

Let’s find out what they are:

Your Website

The right time to get a website was 10 years ago. The next best time is now. If you do not have a website yet, then hire a professional design firm to get one made. Your website design will represent you in the online world. So do not try to cut corners. Get a quality website with lots of original content, an intuitive design and references, case studies etc.


The idea of your website should be to establish you as an authority in your field of practice. If you are a divorce attorney, then write authoritative content on topics like child custody, child support, visitation rights and marriage annulment. Give your readers the information they are looking for.

Think Local

You do not need to compete against a Lawyer from New Jersey for business when your main target audience is from Miami. Similarly, if you are a Personal Injury Attorney, why compete against a lawyer from out of town who specializes in Civil rights? You see, the internet is a global marketplace and in order to get the right targeted traffic, lawyers need to think about local SEO. Local SEO is less competitive, extremely beneficial and also helps improve your branding.

People Speak

Reviews are crucial in establishing your credibility online. What do your past customers have to say about you? It is important for potential clients to know this. So, request your customers to leave reviews. There are many business websites that they can use. Yelp, Yahoo Business, Internet Yellow Pages, Google Business, etc. Every positive review counts. So be proactive in seeking reviews.

Google Places and Other Local Directories

You want your name and your website to be featured in the Google Local carousel and in the Map. It will be a key source of local traffic. So hire an SEO company that specializes in local SEO and secure an inclusion with the correct details in all local business directories. Also, get listed in all national attorney directories. These are called citations and they help build your rank in local search pages.