If you’re running a law firm, your next client isn’t browsing directories or flipping through the Yellow Pages. They’re pulling out their phone and typing something like “divorce lawyer near me” or “criminal defense attorney in LA” into Google. That’s where local SEO comes in.
This guide shows you how to improve your law firm’s website and online presence. Optimizing your online presence helps you reach potential clients in your area. If you don’t prioritize local SEO, you’re leaving leads and revenue on the table.
If you need assistance optimizing your law firm for local searches, consider partnering with an attorney SEO agency. Attorney SEO agencies like Rankwise have the knowledge and experience it takes to help local clients find your law firm.
Why Does Local SEO Matter for Attorneys and Law Firms?
Most legal clients search for help in their area. They want a law firm nearby, one they can visit and trust. Search engines understand this, which is why location plays such a big role in search results for legal services.
When someone searches for “personal injury attorney,” they usually see three results at the top of the page, under a map. This is called the “Local Pack,” and it dominates attention on the search results page. If you’re not in the Local Pack, you’re probably invisible to many potential clients.
Local SEO is how you earn one of those spots.
What is Local SEO for Attorneys?
Local SEO is the practice of optimizing your online presence so your business shows up in location-based search engine results. It’s different from general SEO, which focuses on getting traffic from anywhere. Local SEO zeroes in on people near your law office.
A search for “criminal defense attorney” by someone in Phoenix, AZ, will show results for local law firms. This happens even if the person doesn’t include the city name. Search engines automatically factor in geographic relevance when serving search results.
Local SEO uses several tools and tactics to show search engines that your firm is the right fit for local users. This includes optimizing your website, managing your Google Business Profile, generating reviews, and building high-quality local links.
Now let’s walk through the exact steps your firm can take to dominate local search.
1. Optimize Your Law Firm Website for Local SEO.
Before search engines trust your law firm as a top result, they’ll scan your website for clues. Your job is to make those clues obvious and accurate. The more obvious and accurate those clues are, the better your law firm website will perform on search engines. If your law firm details are obscure, your search engine rankings will suffer.
Key On-Page SEO Tips:
Include Location-Specific Keywords in your titles, headings, and body text. For example: “Dallas Criminal Defense Lawyer.”
Use Location Pages if you serve multiple cities. Each page should target a different area with unique content.
Add Your NAP Info (Name, Address, Phone Number) in the footer of every page. Make sure it matches your Google Business Profile exactly. The more consistent your NAP, the better your search engine performance will be.
Embed a Google Map showing your office location.
Write Localized Meta Descriptions and Titles to improve your click-through rates in local searches.
Remember your technical SEO. A slow-loading site, broken links, or messy code can tank your search engine rankings. Use tools like Screaming Frog or Sitebulb to audit your site, fix crawl errors, and optimize for performance.
2. Make Your Website Mobile-Friendly.
More than half of all web traffic now comes from mobile devices. For law firms, that number might be even higher. This is true for urgent needs like criminal defense or family law. If your website isn’t mobile-friendly, your bounce rate will skyrocket and your rankings will suffer.
How to Improve Mobile Experience:
Use responsive design so your site adjusts to different screen sizes.
Make buttons easy to tap and forms simple to fill out.
Compress images to speed up page load times.
Use clear, readable fonts.
Place your phone number in a prominent, clickable location.
Mobile-friendliness is also a ranking factor for Google, so you’re improving UX and SEO all at the same time.
3. Build Locally Relevant Content.
Search engines reward useful, location-specific content. That’s especially true in local SEO. By featuring content that answers local questions about your practice area, you’ll draw in targeted traffic.
Content Ideas for Local SEO:
Service pages targeting specific cities: “Los Angeles DUI Attorney.”
Blog posts addressing local legal issues: “What to Know About New Eviction Laws in New York.”
FAQ pages with city-specific questions.
Case results or testimonials tagged with location data.
Try tools like Semrush, aHrefs, Ubersuggest, Google Keyword Planner, or Google’s “People Also Ask” section. These can help you find content ideas based on actual searches.
Keep each content piece focused on one topic. Answer it fully. Also, include your location and keywords naturally. Don’t stuff keywords. Just make it clear what the page is about and where you practice.
4. Set Up and Optimize Your Google Business Profile.
This is one of the most powerful tools in local SEO. Your Google Business Profile (formerly Google My Business) powers the Local Pack listings and Google Maps results. If you want to appear there, your profile needs to be complete, accurate, and regularly updated.
Google Business Profile Tips:
Use your legal business name—no stuffing keywords.
Enter your correct address and ensure it matches your website.
List your services, office hours, and contact info.
Upload high-quality photos of your office and staff.
Choose the right business categories (e.g., “Criminal Defense Lawyer” or “Personal Injury Attorney”).
Enable messaging so potential clients can contact you instantly.
Regularly updating your profile and quickly answering questions boosts your visibility. This helps you convert more leads.
5. Collect and Manage Client Reviews.
Online reviews shape consumer choices and impact local SEO. Reviews act as “trust signals” that search engines and clients use to judge your firm. So, reach out to satisfied clients and ask them to review your law firm. Positive reviews can significantly boost your law firm’s business profile performance.
How to Get More Positive Reviews:
Ask clients at the end of a successful case.
Send a follow-up email with a direct link to leave a review.
Use printed handouts with QR codes if you meet clients in person.
Make it easy, not awkward.
Replying to reviews, especially the bad ones, shows you care and builds trust. It also signals to Google that you actively manage your business listing.
Keep in mind: reviews on Google matter most for local SEO, but reviews on sites like Avvo, Facebook, Yelp, and FindLaw also help.
6. Build Local Citations and Earn Backlinks.
A citation is any online mention of your law firm’s name, address, and phone number. They help show search engines that your business is credible. This also strengthens your local authority.
Where to Get Citations for Your Law Firm:
Legal directories (Avvo, Justia, FindLaw).
Local directories (Chamber of Commerce, city business directories).
General directories (Yelp, Yellow Pages, BBB).
Make sure all listings have identical NAP info. Inconsistent listings confuse search engines. This can hurt your search engine rankings.
Backlinks are links from other websites pointing to yours. Backlinks are one of the strongest ranking signals. But for local SEO, focus on quality over quantity.
Backlink Ideas for Law Firms:
Guest post on legal blogs or local news outlets.
Get featured in interviews or podcasts.
Partner with local organizations or charities and get a link on their site.
Publish original research or downloadable guides that others want to reference.
Avoid buying backlinks or joining link schemes. They can get you penalized and hurt your rankings.
7. Use Schema Markup for Local Businesses.
Schema markup is code that helps search engines understand your website better. Law firms should use LocalBusiness schema. It helps Google learn important details like your firm’s name, address, phone number, type of business, and opening hours.
You can also use schema to highlight reviews, services, and attorney bios. This can help enhance your search appearance with rich snippets, like star ratings or business hours, which make your listing stand out. The more your listing stands out, the more calls and leads you will get.
To add markup manually, use Google’s Structured Data Markup Helper or Schema.org, or install a plugin if you’re using a CMS like WordPress.
8. Monitor Your Rankings and Analytics.
You can’t improve what you don’t track. Use tools like:
Google Search Console: To see what keywords you’re ranking for and which keywords are driving organic web traffic to your pages.
Google Analytics: To track traffic sources and behavior.
Rank tracking tools (e.g., BrightLocal, Whitespark): To monitor your local keyword positions.
Set benchmarks and track progress monthly. Look at impressions, click-through rates, local pack visibility, and leads generated from organic search.
This data will tell you what’s working and where to focus next.
Final Thoughts: Local SEO Is the Growth Engine Your Firm Needs.
Local SEO is no longer optional for law firms, it’s foundational. No matter if you’re a solo practitioner or run a multi-location firm, appearing in local search results leads to more calls, consultations, and clients.
Optimize your website. Use your Google Business Profile. Create helpful content. Earn trust with reviews and citations. This way, you’ll build a strong local presence.
Begin with the basics. Track your progress and stay consistent. SEO takes time, but the return is worth it, especially when you’re the first firm people find when they need legal help.
Attorneys Rankwise Helps
Rankwise offers SEO services to attorneys, lawyers, and law firms throughout the US.
Here are some of the most popular locations we serve:
