Launching your law firm’s first website is a big step—and it doesn’t have to be hard.
But if you want people to actually find you on Google (and turn those clicks into consultations), you’ve got to build it the right way.
The SEO-friendly way.
And the good news? You don’t need to be a tech expert to get it done.
In this guide, we’ll walk you through a step-by-step process to build a website that’s optimized for search engines and welcoming to clients.
From choosing the perfect domain name to optimizing for local searches, each step focuses on actionable tips to help your firm stand out.
Let’s dive into the steps to create a law firm website that both Google and your clients will love, followed by a quick note on what to do if you’re redesigning an existing site.
Step 1: Choose a Domain Name (That Fits Your Brand and SEO Goals)
Your domain name is your online identity, so pick one that’s professional, memorable, and relevant.
For established firms, it’s usually best to use your firm’s name (or a close variation) for brand consistency – this makes it easier for existing clients to find you online.
If you’re a new practice, you have more flexibility: aim for a short, easy-to-spell name that gives a hint of your legal focus.
Including a keyword or location can help (e.g. SmithFamilyLaw.com or ChicagoInjuryLawyer.com), but only if it still sounds natural and credible.
Avoid gimmicks like numbers or hyphens which make the URL hard to type and remember.
And stick to a .com domain if possible – it’s what most users trust, especially in the U.S. (though .law or .lawyer domains exist, .com is often viewed as more credible).
Step 2: Pick the Right Website Platform
Choosing a website platform is like choosing the foundation of your office – it affects everything from design to how well you can optimize for SEO.
Many law firms opt for WordPress because it offers huge flexibility, a ton of legal-focused templates (so you don’t have to design your own theme from scratch), and great SEO plugins (like Yoast).
In fact, WordPress is the most common CMS on the web and is known for its versatility and customization. With a self-hosted WordPress site, you have full control to tweak every aspect of SEO, from URLs to advanced plugins.
The trade-off is that WordPress may require a bit more maintenance and initial setup effort.
On the other hand, website builders like Wix or Squarespace provide all-in-one convenience.
They’re user-friendly (no coding needed) and let you drag-and-drop your site together quickly – which is great if you’re doing it yourself and want speed over complexity.
The downside is they can be less flexible down the road. Experts note that while Wix and Squarespace are intuitive, they often limit advanced functionality and SEO capabilities compared to WordPress.
In short, if all you need is a simple, brochure-style site and you’re not competing heavily on SEO, a builder might be fine.
But if you want to invest in content marketing, custom features, or aggressive SEO (like most competitive firms do), WordPress is usually a future-proof choice.
Fun fact: This site was built using WordPress.
Website Builder Platform Comparisons
WordPress.org: Highly flexible and scalable, with countless plugins for SEO, but requires separate hosting and a bit more learning curve.
Ideal if you plan to blog or heavily optimize your site (many law firm SEO agencies prefer it for the control it offers).
Wix: Very easy to use and hosted for you; good templates available. SEO features have improved, but certain technical SEO tweaks might be harder or not possible.
Good for a quick start but be aware of potential limitations if you later need something more custom.
Squarespace: Polished designs and also easy to use. It’s known for beautiful templates (great for showcasing, say, a boutique firm’s brand). SEO basics are covered, but like Wix, you might hit a ceiling on flexibility.
Side Note: Some firms report issues with things like navigation depth or backups on Squarespace.
Other Platforms: There are also law-specific site services and other CMS options (Joomla, Drupal, etc.), but the above are the most common for small firms.
If you go with a niche platform, make sure that:
- they allow you access to SEO settings,
- and they won’t lock you into a proprietary “walled garden”.
This is VERY important.
No matter which platform you choose, make sure it lets you:
- do essential SEO tasks like editing page titles and meta descriptions,
- create new pages (for things like blog posts or new practice area pages),
- and integrate Google tools.
And check that the platform offers responsive (mobile-friendly) templates, which leads us to the next step.
Step 3: Choose a Web Host (That Prioritizes Speed and Ease)
Picking the right host is a big deal but it’s easy.
The key is to focus on two things: ease of setup and speed.
Why?
A host with easy one-click setup means you can get your site online fast without needing an IT degree. And a host with speedy servers ensures your pages load quickly – which makes both visitors and Google happy.
Some of the most popular hosting options for small law firm sites include:
These providers are well-known and offer user-friendly tools – for example, Bluehost has seamless one-click WordPress installation, making setup a breeze for first-timers. Most entry-level plans from these hosts are affordable and come with essentials like email and support.
If you prefer an all-in-one solution, consider website builders like Wix or Squarespace. These platforms include hosting by default. It’s a convenient route (hosting is one less thing to worry about), though you trade some flexibility for that simplicity.
For many first-time site owners, not dealing with separate hosting can be a huge time-saver.
If you’re planning to use WordPress for your law firm’s website, you might look into WordPress-specific hosts like WP Engine or Kinsta.
These are managed WordPress hosting providers known for great performance and support tailored to WordPress sites. They’ll handle a lot of optimization and security for you, which means your WordPress site runs fast and stays secure.
The trade-off is a higher price point, but it can be worth it if you want top-notch speed and hands-off maintenance for your firm’s website.
No matter which host or platform you choose, make sure it checks a few critical boxes. Here are the must-haves for any web host you pick:
Fast load times
Choose a host with a reputation for speed and high uptime. A slow site can frustrate clients and hurt your Google rankings.
Reliable support
Ensure they offer 24/7 customer support (via chat or phone). If something goes wrong, you’ll want help immediately – especially when you’re new to managing a website.
Free SSL
Security is non-negotiable for a professional site. Most good hosts now include a free SSL certificate in their plans. SSL not only protects your clients’ data but also gives you that HTTPS padlock (Google Chrome will show your site as “secure”). Plus, Google gives a slight ranking boost to HTTPS sites, so SSL is a must for SEO.
Bottom line: Pick a hosting provider that makes your life easy and keeps your site fast. If your host delivers on speed, support, and security, you’re off to a strong start with your law firm’s online presence.
Step 4: Design Your Website (Pick A Theme)
Design matters for first impressions – but you don’t have to design from scratch.
Start with a professional website template or theme that’s geared toward law firms or professional services.
Most platforms will have templates labeled for “Business” or “Professional Services,” and many specifically for “Law Firm” or “Attorney”. These give you a polished look and proper layout right out of the box.
For example, a good law firm template will typically include an attractive homepage with a hero image, well-organized navigation (so visitors can easily find your Practice Areas, About page, Contact info, etc.), and places to show off testimonials or case results.
When selecting a theme, look for clean, mobile-responsive design and straightforward navigation.
Visitors (and search engines) should be able to find info easily, so a template with clear menu structures is key.
Make sure the theme supports adding a blog if you plan to have one, and check that it loads quickly (flashy animations might look cool but can slow your site – simplicity often works best for both users and SEO).
The great thing about templates is that they’re customizable without coding.
You can swap in your logo, change colors to match your branding, and edit layouts via drag-and-drop. Using templates also allows you to tailor it to your brand, giving even non-technical folks a way to achieve a professional design.
For instance, if you use WordPress, you might choose a reputable theme like Astra, Divi, or a law-specific theme from ThemeForest – these often come with pre-designed pages for attorney profiles or case results.
On Wix or Squarespace, pick one of their law firm starter templates and then customize the text and images.
Quick Checklist for Your Theme:
- Is it mobile-responsive? (Preview the demo on a phone to be sure.)
- Does it include the types of pages you need (homepage, about, contact, practice area pages, blog)?
- Can you easily integrate your firm’s branding (logo, colors, headshots)?
- Does it load fast and play nice with all major browsers?
- Are there spots to highlight testimonials or badges (important for trust, which we cover later)?
Starting with the right template saves you time and ensures your site structure is set up in a logical, SEO-friendly way from the beginning.
Step 5: Create Essential Pages (with Quality Content)
With your domain, platform, and design in place, it’s time to fill your site with content.
Focus on crafting the essential pages first – these are the core pages every law firm website should have to inform and build trust with visitors. These are some of the most important essential pages to have:
Homepage
This is your digital storefront and often the first page people see. Immediately communicate who you are and what you do. Include a concise tagline or header (e.g. “Trusted Dallas Personal Injury Lawyers Fighting for You”), a brief overview of your services or mission, and a clear call to action (like “Contact us for a free consultation”).
Your homepage should also guide visitors deeper into the site, so link to your key practice areas or service pages.
Don’t forget to put your phone number and an email/contact button in a prominent spot – you want it to be super easy for prospects to reach you.
Consider adding a few trust signals right on the homepage too (like a “Trusted by 100+ clients” blurb or a badge section – more on that later).
And since it’s the main page, incorporate important keywords naturally (if you serve a local area or specific niche, work that into the visible text).
The goal: an inviting snapshot of your firm that tells both clients and search engines what you’re about.
Services/Practice Areas Page
Make it easy for visitors (and Google) to see what legal services you offer.
You can have a main Services page that lists all your practice areas with short descriptions, each linking to a dedicated page for that service.
For example, if you’re a family law firm, list “Divorce,” “Child Custody,” “Adoptions,” etc., each linking to a page with more detail.
On each practice area page, write content that speaks to client needs and includes relevant keywords. Explain the service in plain English (avoid heavy legal jargon), outline how you can help, and why someone would want your firm to handle it.
Include an FAQ if common questions arise (both clients and search engines love Q&As).
And again, a call to action – e.g. a “Schedule Consultation” button at the end – guiding readers to contact you.
Optimizing these pages for SEO might mean using phrases people search for, like “How does [State] handle [Issue]?” or “[City] [Practice] attorney,” but always keep it reader-friendly.
About Page
Law is a personal business – people hire lawyers they trust.
The About page is where you build that connection. Share your firm’s story, values, and introduce your team. Include professional headshots of the attorneys with bios highlighting credentials (education, years of experience, notable recognitions) and a bit of personality (why you’re passionate about what you do, etc.).
This is a great place to mention any community involvement or why you serve your particular practice area.
A well-crafted About page humanizes your firm and can set you apart. It’s also an opportunity to sprinkle in some credibility keywords (“20+ years experience in Texas criminal defense,” “licensed in the State of Illinois,” etc.).
A strong About page helps establish trust and expertise – key factors not just for clients, but also for Google’s assessment of your site’s authority on legal topics.
Contact Page
Make it extremely easy for potential clients to contact you.
Your Contact page should have your firm’s phone number, physical address, email, and an easy-to-use contact form.
Include your office hours and any other pertinent details (like parking info, if clients visit your office).
Because local SEO is huge for law firms, ensure your contact page information matches exactly what’s on your Google Business Profile and other listings (consistency in Name, Address, Phone is crucial for local rankings).
If you serve clients at a physical location, embed a Google Map of your office on the page – this not only helps people with directions but also sends local signals to Google.
Lastly, if you have multiple offices or serve multiple cities, list them here (or create separate location pages) so you can be found in each area.
A good contact page instills confidence – consider adding a short line like “We typically respond within 1 business day” to set expectations.
Privacy Policy/Disclaimer
While not always top-of-mind, having a Privacy Policy and any required legal disclaimers is recommended.
It builds trust (clients want to know their data is handled properly) and is often required by law or regulations.
Many firms have a disclaimer about “no attorney-client relationship formed by website contact” and such. You can place these as a footer link on every page.
They might not win you SEO points directly, but they contribute to credibility (and Google does consider site trustworthiness).
(Optional) Blog/Resources
Though not “essential” like the above, a blog or articles section is incredibly valuable for SEO and demonstrating expertise.
Consider creating helpful articles or FAQs on topics your clients care about (e.g. “What to do after a car accident in [Your City]” or “What to Do After a Car Accident”).
Regularly publishing quality content can improve your search rankings and bring in visitors who are searching for answers to legal questions.
If you include a blog, make sure it’s accessible (link it in your navigation or footer).
Even one article a month can make a difference over time. Plus, you can share these posts on social media or in newsletters for extra reach.
Writing Content for Users and Search Engines:
When crafting content for any page, aim to be clear, helpful, and authentic. Write in a conversational tone (as if you’re speaking to a client sitting across from you).
Break up text with headings and bullet points so it’s easy to skim – people often scan websites.
Use keywords that match what clients search for but do so naturally; never stuff keywords.
For example, instead of saying “John Doe is a lawyer who does divorce lawyer services as a divorce lawyer in Dallas,” you’d write “John Doe is a Dallas divorce attorney who has helped over 200 families navigate the complexities of family law.”
The latter reads better and still has important terms.
Think about the questions clients ask you and answer them on your site (this not only improves SEO with “People also ask” queries but also impresses visitors that you understand their needs).
Wherever relevant, localize your content – mentioning the communities you serve, or local courts can help your local SEO.
Finally, always double-check for typos or legal accuracy. A polished site with accurate, user-focused content will naturally be SEO-friendly because it provides value (and Google’s algorithms increasingly prioritize quality content).
Step 6: Optimize for Local SEO (To Attract Nearby Clients)
Most law firms draw clients from a specific geographic area. That’s why Local SEO is critical – it helps you appear in local search results (like when someone searches “[Your City] [Practice Area] lawyer”).
The first and most important step in local SEO is setting up your Google Business Profile (GBP) (formerly known as Google My Business). This is the listing that can show your firm’s name, address, phone, website, and reviews on Google Search and Maps.
Claim your profile (it’s free) and fill out every section: choose the correct categories (e.g. Personal Injury Attorney, Family Law Attorney), add your office address or service area, hours, and a detailed description of your services.
Consistency Is Key
Make sure your business name, address, and phone number (NAP) exactly match what’s on your website’s contact page and other listings.
Once verified, encourage happy clients to leave Google reviews – a strong star rating and positive reviews will boost your visibility and convert searchers into leads.
Beyond GBP, incorporate local signals on your website itself. Use your city or region name in strategic places like page titles, headings, and content (naturally, where it makes sense – e.g. “Serving clients in Houston and surrounding areas”).
You might even create location-specific landing pages if you have offices in multiple cities or distinct services in different locales (for example, a page for “Dallas DWI Lawyer” and another for “Fort Worth DWI Lawyer” if you serve both).
Make sure to embed that Google Map on your contact page and consider adding your full address in the footer of your site – that way it appears on every page (reinforcing your location to search engines).
Also, leverage local content opportunities: perhaps write a blog post about a new law in your state, or an event in your community your firm participated in.
This kind of localized content can signal to Google that you’re relevant in that area. Don’t overlook Bing Places and Apple Maps listings as well – they’re not as dominant as Google, but still used by some clients (especially on iPhones or voice searches).
Another big part of local SEO is being listed in online directories, which we’ll cover next. But as a preview: get your firm on key legal directories and general business directories (many feed data to Google’s local ecosystem). And ensure those listings are consistent.
According to a 2024 legal SEO guide, leveraging Google Business Profile, online reviews, local landing pages, and legal directories in tandem is the recipe for conquering local search.
To sum up this step: think like a local. Claim and optimize your Google Business Profile, use local keywords, and make it clear on your site where you are and who you serve. Local SEO efforts will help you show up in the “map pack” (those top 3 map results) – prime real estate for getting calls from nearby prospects.
Step 7: Add Trust Signals
When someone is choosing a lawyer, trust is everything.
Your website should showcase trust signals prominently to give potential clients confidence that your firm is reputable and successful.
What do we mean by trust signals?
These are elements like client testimonials, case results, awards, certifications, and affiliation badges that vouch for your credibility.
Here are some effective trust elements to consider adding:
- Client Testimonials: Nothing speaks louder than past clients singing your praises. Include a few short testimonials on your homepage or a dedicated testimonials page.
Keep them updated and genuine (never fake reviews – aside from ethics, people can tell). If your state bar rules require a disclaimer for testimonials (some states do if mentioning results), be sure to add that in fine print. - Case Results or Statistics: If your jurisdiction and firm policies allow, showcase a few notable case outcomes or achievements (without revealing sensitive info). These numbers can impress both clients and contribute to your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in Google’s eyes.
- Credentials and Education: On your attorney bio pages (About page or separate attorney pages), list education and any special certifications (like “Board Certified in Family Law by the Texas Board of Legal Specialization”).
If you’ve published articles, given talks, or taught, mention that too. This content not only builds credibility with clients but also adds to the keyword-rich content on your site (which can help SEO for searches on your name or qualifications). - Media Mentions: If you have been quoted in the news or featured on TV/radio, consider a “As Seen In” section with logos of those media outlets. This can be powerful social proof. Make sure you actually have been featured to back it up (and ideally link the logos to the articles or videos).
- Trust Seals & Security: Slightly different angle, but having a secure website is a trust signal too. Ensure your site has an SSL certificate (your URL should start with https://). Most hosts provide this free now.
Where should you put these trust signals?
A good strategy is to sprinkle them throughout your site: a few on the homepage (often in a banner or a sidebar – e.g. a slider of testimonials or a row of award logos), some on the about page (to reinforce your credentials), and even on service pages (e.g. a relevant testimonial about that service or a badge).
Many firms have a dedicated Testimonials page or Case Results page which you can link to for more details. And as mentioned, the header or footer can include a “Rated 10 on Avvo” badge or similar small logos that quietly build trust on every page.
Remember, too many badges or a wall of text of accomplishments can overwhelm or look boastful – so strike a balance. Choose the most impactful trust signals you have. The goal is that a first-time visitor, within seconds of landing on your site, picks up on the cues that “Oh, this firm is respected and proven.”
According to FindLaw, trust signals like recognized awards (e.g. Super Lawyers, Lead Counsel Verified) can alleviate concerns of clients by providing a sense of security and confidence in your expertise. It’s akin to seeing diplomas on a doctor’s wall – it reassures people they’re in the right place.
Step 8: Make Your Site Mobile-Friendly (and Fast)
In 2025, a huge chunk of your visitors – likely the majority – will visit your site from a smartphone.
In fact, mobile devices now account for over 60% of all web traffic, and about 70% of online searches in the U.S. are done on mobile. This is especially true for personal injury law firms (and law firms in general).
Google also primarily uses the mobile version of your site for indexing (mobile-first index). This means if your site doesn’t work well on phones, your SEO and user experience will suffer.
Ensuring your site is mobile-friendly isn’t optional; it’s essential.
First, verify that your design is responsive – this should be the case if you chose a modern template, but always double check.
Open your site on a phone (and various devices if possible) to see that text is readable without zooming, images/menus scale correctly, and buttons are easily tappable.
A mobile-friendly site will keep visitors from bouncing away in frustration, which in turn helps your rankings.
Next, focus on site speed. People have little patience for slow-loading pages.
Aim for a load time of 3 seconds or less. Slow sites not only frustrate users but also can hurt your Google rankings (page speed is a known ranking factor).
Unfortunately, nearly half of law firm websites have poor mobile responsiveness and many suffer from slow loading speeds. You can gain a competitive edge by being in the faster half. Here’s how:
- Optimize Images: Images are often the biggest files on a page. Use compressed images (tools like TinyPNG can shrink image file sizes significantly without visible quality loss). Upload images at dimensions you actually need – don’t use a 5000px wide photo if it displays at 500px. Also, specify image dimensions in your code if possible (helps browsers load pages faster).
- Minimize Heavy Scripts: Fancy features like auto-playing videos, background animations, or huge photo sliders can slow things down. Use them sparingly.
- Good Hosting: Don’t skimp on hosting. A quality hosting provider (or a managed WordPress host if you use WP) can significantly affect your site’s speed and uptime. Many hosts offer specific optimizations for WordPress or have servers in various locations to speed up delivery.
- Caching and Optimization: If you’re on WordPress, use a caching plugin (like WP Rocket or even free ones like W3 Total Cache) which helps serve pages faster to repeat visitors. These can also minify (compress) your CSS, JS, HTML code which reduces file sizes. Some site builders handle this in the background, but on WordPress, you might have to set it up.
- Test and Tweak: Utilize tools like Google PageSpeed Insights or GTmetrix to see a breakdown of what might be slowing your site. These tools give suggestions (for example, “Eliminate render-blocking resources” or “Defer offscreen images”). You don’t need a perfect 100 score – just aim to be better than your competition. If your site loads fast and smoothly on a phone with average network, you’re good.
Also pay attention to mobile usability beyond just layout – e.g. ensure your phone number is clickable (tel: link) so mobile users can tap to call you instantly. Make email addresses clickable. These little touches improve user experience, which indirectly benefits SEO (Google notices when users engage rather than bounce).
In summary, a site that is fast and mobile-friendly will not only rank better but will also keep visitors on your site longer, increasing the chances they contact you.
Don’t let a slow, clunky site be the reason you lose a client to a competitor. Speed and responsiveness are part of being SEO-friendly in today’s web.
Step 9: Set Up Basic On-Page SEO
Now that your content and design are set, make sure each page is optimized so search engines can easily understand and index your site.
On-page SEO refers to tweaking individual pages – think of it as speaking Google’s language so it knows exactly what each page is about.
Here are the core on-page elements to focus on:
- Page Titles (Title Tags): Each page on your site needs a unique and descriptive title tag. This is the snippet that shows up as the blue link in Google results.
For your homepage, something like “Smith & Doe Law Firm – Family Lawyers in Denver, CO” could work – it has your brand and a keyword + location.
For subpages, include the page topic and firm name (e.g. “Divorce & Child Custody – Smith & Doe Law, Denver” or “About Our Firm – Smith & Doe Law”).
Keep titles around 50-60 characters so they don’t get cut off. Include a keyword, if possible, but also make it compelling for humans (it should make sense and encourage them to click).
Avoid generic titles like “Home” or “Services” – those don’t help SEO at all. Instead, be specific: “Estate Planning Services | Dallas Trust & Will Attorney”. - Meta Descriptions: The meta description is the brief summary that appears under the title in search results.
While not a direct ranking factor, it influences click-through rates (a compelling description means more people click your result).
Write a 1-2 sentence description for each page that summarizes the content and includes a call to action or value proposition.
For example, “Need to draft a will or trust? Our Dallas estate planning attorneys at Smith Law have 20+ years of experience. Call for a free consultation.” – that’s around 140 characters and gives a clear message.
Try to stay under ~155 characters so the whole thing displays. Include the primary keyword and something that would make a searcher choose you (experience, free consult, local expertise, etc.).
Ensure it accurately reflects the page content – bait-and-switch descriptions might get clicks but will cause people to bounce (which is bad).
Every important page (homepage, main practice pages, about, contact, blog posts) should have a custom meta description set. If you’re using a platform or CMS, find where to input this (e.g. in WordPress, you’d use an SEO plugin like Yoast or RankMath to edit meta tags easily). - Headings (H1, H2, H3): On each page, use proper heading tags to structure your content.
The H1 should be the main title of the page – usually it’s similar to the title tag but can be a bit more reader-friendly.
For example, on your Divorce page, the H1 could be “Denver Divorce and Child Custody Attorneys” in big text at the top. This tells Google (and readers) what the page is about.
Then use H2 subheadings for sections of your content. Perhaps H2 for “Our Divorce Services” and another H2 for “Why Choose Our Firm” etc.
Under those, you might have H3s or H4s for smaller sections or FAQs. The idea is to create a logical outline. Not only does this help readers skim, but search engines use headings to grasp the main topics covered on the page.
Try to incorporate keywords or related terms in some headings, but again, naturally. Avoid having multiple H1s on one page – one main H1 is best. - Keywords and Content: We touched on this in the content step, but it bears repeating from an on-page SEO angle: do keyword research for each page’s topic and ensure you include those terms (and synonyms) in the content.
For example, if targeting “car accident lawyer [City]”, mention variations like “auto accident attorney” in the text too.
A tool like Google’s Keyword Planner or simply the Google Autocomplete suggestions can show what terms people use. However, don’t overdo it.
Use each target phrase a few times where it fits but focus on readability. Google’s algorithms are smart enough to understand context, so latent semantic indexing (LSI) terms and natural language help.
A good practice: after writing, read your page out loud – if it sounds awkward or repetitive, dial back the keywords. Aim to answer the search intent behind the keyword.
For instance, someone searching “what to do after a car accident” is likely looking for steps to take, so a blog post with that title should list those steps clearly. - Internal Linking: Link your pages to each other in a way that makes sense.
Internal links are hyperlinks from one page on your site to another. They help users navigate and help search engines crawl and understand the relationship between pages.
For example, on your practice area page for “DUI Defense”, within the content you might mention “our <a href=”/about-us”>criminal defense team</a>” and link to the About page, or “contact our <a href=”/contact”>Denver office</a>” linking to Contact.
Or in a blog post about “Steps to Take After a Car Crash,” you might link a mention of “personal injury claim” to your Car Accident Lawyer service page.
Use descriptive anchor text for these links (the clickable text) – instead of “click here”, say “see our <a href=”/case-results”>case results</a>” or “learn about <a href=”/personal-injury”>personal injury services</a>.”
Good anchor text gives context. Don’t over-stuff links, but a few internal links per page is healthy. It also keeps visitors engaged by pointing them to related info.Pro tip: If you have a new page or blog post you want to boost, link to it from other high-traffic pages on your site – this can pass some “link juice” internally. - Image Alt Tags: For every image on your site (especially on key pages), ensure you fill in the alt text attribute with a brief, descriptive text of the image.
Alt text serves two purposes: it helps visually impaired users (screen readers will read the alt text) and it gives search engines context about the image content.
For instance, an image of a car crash diagram could say “Diagram of accident scene used in a personal injury case”. Keep alt text relevant and try to include a keyword if appropriate, but make sure it actually describes the image.
Also, give your image files sensible names (e.g., smith-law-team.jpg instead of IMG1234.jpg). These little things can marginally help your SEO, especially for image search. - URL Structure: This might be set by your platform, but ideally, use clean URLs that reflect your content.
For example, yourwebsite.com/family-law is better than yourwebsite.com/p=123?section=456.
Short, keyword-rich URLs are more user-friendly and hint to search engines about the page topic. Most site builders will let you edit the URL slug for each page.
Use hyphens to separate words and avoid using dates or superfluous info in the URL. If your page title is “Our Team”, a good URL might be /about-our-team or just /our-team.
Keep them lowercase. Once a URL is live and indexed, try not to change it unless absolutely necessary (if you do, set up a redirect from the old to new). - Schema Markup (Advanced): This is not mandatory for a basic setup, but something to keep on your radar.
Schema is code that helps search engines with specific information. For local businesses like law firms, implementing LocalBusiness schema or Attorney schema can highlight details like your address, phone, opening hours, and even attorney profiles in a structured way.
There are plugins (for WordPress) or generators that can help create this for you without coding. Schema can sometimes enhance your search listings (for example, showing star ratings if you’ve got review schema).
This is a more advanced tweak – you can skip it at launch and revisit later, but it’s good to know it exists.
The above might sound like a lot of technical details, but most of it is a one-time setup per page.
Once you craft good titles, metas, and content structure, you’ll only need minor updates over time.
Many platforms have SEO settings to make this easier. For instance, if using WordPress, a plugin like Yoast SEO will give you fields to edit these elements and even analyze your content for a target keyword.
It can also auto-generate an XML sitemap (a file that lists all your pages for search engines) which you should then submit in Google Search Console for indexing.
On builders like Wix/Squarespace, they often have SEO sections where you can input title and description per page and toggle on “mobile friendly” or “SSL”.
In short, dot the i’s and cross the t’s on your on-page SEO. Taking the time to add keywords in your titles and headings, write solid meta descriptions, and link your pages together can significantly improve your site’s visibility on search engines.
It’s like packaging your great content in a way that Google prefers. With solid on-page optimization, you’ll have a strong foundation to build your SEO upon.
Bonus Tips: Considering a Redesign? Keep Your SEO Intact
What if your firm already has a website and you’re just looking to revamp it?
A redesign can be great for modernizing your look and improving usability, but it’s also a sensitive time for SEO. Sudden changes can cause drops in rankings if not handled carefully.
Here are some tips to relaunch your site without wrecking your SEO:
- Audit Your Current Site First: Before making changes, take stock of what’s on your existing site.
Identify which pages are bringing in traffic (check Google Analytics or Search Console for your top landing pages).
Also note your high-value content and any external sites that link to you (you don’t want those links to break).For example, if you have a blog post that brings in a lot of Google traffic, you’d want to keep that content accessible in the new site (maybe updating its design but keeping the content/URL).Don’t remove or drastically alter pages that rank well without a plan.
A common mistake is cutting out pages or combining them, thinking it tidies up the site – only to lose SEO equity. Make sure important SEO pages are carried over into the new architecture, and that the overall site navigation still makes those pages easy to find. - Preserve URL Structure (or Redirect if You Change): Ideally, keep the same URLs for your pages on the new site.
If your “/services” page or specific blog posts have earned search rankings, keeping the URL identical means you retain that value seamlessly.
However, a redesign often involves new URLs (maybe your old site had messy URLs and you’re cleaning them up – that’s fine). In those cases, implement 301 redirects from every old URL to its new equivalent.Do not just launch a new site on a new URL structure without redirects; that’s a recipe for lost rankings and frustrated users.A 301 redirect tells search engines and browsers “this page has moved permanently to a new address” and forwards the SEO credit to the new page. It also ensures anyone who had the old page bookmarked or finds it via Google will be sent to the correct new page (and not a 404 error).
Make a URL mapping spreadsheet if needed – list all old URLs and map them to new ones. Your web developer or a plugin (if WordPress, e.g. Redirection plugin) can then implement these. - Maintain On-Page SEO Elements: During the redesign, carry over or improve your on-page SEO.
That means migrating over your title tags, meta descriptions, H1s, etc., or using the redesign as a chance to optimize them further – but don’t forget to include them.
Sometimes in a site rebuild, these details get lost (e.g. a new site might launch with default title tags like “Home” if not set – a step backward).
So double-check before launch that all key pages have their SEO titles and metas in place (you can prep this in staging). - Content Cleanup vs. Deletion: It’s fine to prune truly outdated or irrelevant content during a redesign but do so wisely.Any page you remove, make sure to redirect it to something relevant (if it was thin content, maybe redirect to the category page or homepage). Don’t leave orphaned URLs.Pro Tip: If there are old blog posts that get no traffic and don’t fit your focus, you can remove or noindex them – but if they have any decent rankings or backlinks, consider updating them instead of trashing.
- Technical Checks: A redesign often changes site structure and backend, so run a technical SEO audit before and after launch.
Before going live, use a crawler like Screaming Frog to scan your staging site – check for broken links, missing title tags, duplicate content issues, etc.
Ensure your robots.txt isn’t blocking anything critical (sometimes staging sites are set to noindex; remember to adjust that when you go live).
Validate that your new XML sitemap is correct and submit it to Google Search Console post-launch.
Also, ensure Google Analytics, Search Console, and any other tracking codes are properly installed on the new site (so you don’t lose tracking data at launch). - Monitor Post-Launch: After you switch to the new site, keep an eye on your rankings and traffic.
It’s normal to see a bit of fluctuation, but you should largely retain your positions if you did all of the above.
Monitor Google Search Console for any crawl errors (it will report if some old URLs weren’t redirected properly, for example). If you see traffic dropping significantly, investigate quickly – maybe a redirect was missed or a page got unintentionally noindexed.
Also, check site speed and mobile friendliness again – sometimes new features in a redesign slow things down, so you may need to re-optimize. - Avoid Drastic Content Changes All at Once: If you’re redesigning and rewriting all your content simultaneously, that’s a lot of variables.
It might be fine if the old content was poor but recognize that changing content can impact rankings (for better or worse).
Ideally, preserve the gist of high-ranking content (you can modernize phrasing or expand it, but don’t remove the sections that were likely answering search intent).
You can always refresh content gradually even after the new design is live. - Keep Your Users in the Loop: This is more of a user tip – if your site will be down or in maintenance mode during the switch, do it in off-peak hours and put up a friendly notice.
Also, if the look is drastically different, some returning visitors might be a bit confused – a quick blog note or social media post saying “We’ve revamped our website to serve you better!” can be reassuring.
In essence, treat a redesign like moving to a new office: you want to make sure all your important files (content) get moved, you update the address (URLs) so people can find you, and you don’t lose contact with clients (maintain SEO rankings).
By planning ahead and implementing redirects and audits, you can redesign without an SEO disaster.
In fact, a well-done redesign can improve your SEO if you make the site faster, fix structural issues, or add better content.
Wrapping Up
Building an SEO-friendly website for your law firm comes down to smart planning and sticking to best practices.
By choosing a strong domain, a flexible platform, and populating your site with quality content tailored to what your clients search for, you’re off to a great start.
Layer on local SEO tactics so you dominate your local market and use trust signals to convert visitors into leads. Don’t forget the technical details like mobile optimization and meta tags – those ensure that all your hard work gets properly recognized by Google.
And if you ever revamp your site, do it with SEO in mind so you don’t lose the equity you’ve built.
With these steps, even a first-time website can compete in search results and impress visitors. Your law firm’s online presence will essentially become a 24/7 business development partner – attracting prospects, building credibility, and ultimately generating new clients.
Good luck with your website launch, and remember: SEO is an ongoing process, so keep refining and updating your site over time for the best results.