When a potential client searches terms like “law firm” on Google, Bing, or Yahoo, the firms that appear at the top of the results are typically the ones that get clicked on—and ultimately chosen.
Most users naturally click on the first few listings, and very few will ever check the second, third, or fourth page of search results.
This is why law firm SEO (Search Engine Optimization) is so important.
It focuses on improving your firm’s online presence so you can rank higher and make it easier for potential clients to find you when they search for legal services.
Effective SEO improves your website’s visibility on search engines and helps attract more qualified leads directly to your practice.
For example, if someone searches “Law Firm Los Angeles,” you want your site to appear near the top.
If your practice has a more specific focus, such as “truck accidents,” “premises liability,” or “workers compensation,” your website should also be optimized to rank for those targeted keywords.
A keyword is simply the phrase someone types into Google, and your website must be optimized around these terms to achieve strong SEO results.
By improving your website’s SEO, you stand out to potential clients searching for your services, location, or area of expertise.
A strong SEO foundation helps you connect with people who are actively seeking legal help, giving your firm a significant advantage in a competitive digital marketplace.
Law firm SEO is designed for lawyers, law firms, and legal professionals who want to improve their online visibility and attract new plaintiffs to build the firm docket.
We design, optimize and promote your firm’s website and overall online presence so you rank higher for relevant keywords, such as specific practice areas and geographic locations.
Choosing the right law firm SEO agency can make the difference between maximizing visibility to potential clients or getting buried below competing firms in search results.
A strong agency should provide the following:
1. Tailored Strategies:
We deliver strong results because they invest time and research into crafting customized SEO strategies for law firms in highly competitive markets. For example, The Barnes Firm — a personal injury law firm with locations in major cities like Los Angeles and New York — partnered with us to improve weak local search rankings. By optimizing practice-area pages, building authority through backlinks, and enhancing local citations, we helped the firm achieve substantial growth in organic reach and qualified leads.
2. Digital Transformation:
The best law firm SEO agencies go beyond basic website tweaks and focus on complete digital transformation. Chopin Law Firm in New Orleans, for instance, saw a 32% increase in case volume after we improved site usability, launched targeted SEO initiatives, and executed strategic digital PR campaigns. This holistic approach significantly strengthened the firm’s online presence and lead generation.
3. Proven Results and Expertise:
It is essential to choose an agency with a demonstrated record of success in the legal industry. When comparing law firm SEO providers, look for specific case studies showing how they’ve helped legal clients grow. We offer numerous examples that allow potential clients to review real outcomes and evaluate agency performance below.
Our client, a nationally recognized personal injury law firm with locations across California and New York, needed to break through digital clutter in two of the most competitive legal markets in the country. They partnered with Exults to develop a tailored SEO strategy aimed at building authority, increasing organic reach, and converting high-intent search traffic into qualified case leads.
Despite strong offline brand recognition, The Barnes Firm was not ranking competitively in local search results. Their digital visibility lagged in key metro areas, and their site lacked the optimized content, structure, and authority signals needed to support long-term organic growth. The challenge was clear: expand their footprint in local and national search while maintaining consistency across a multi-location practice.
Exults launched a comprehensive SEO initiative that included:
Within the 1st year,The Barnes Firm saw:
Our client, a leading personal injury law firm in Las Vegas, Nevada, aimed to stand out in a highly competitive market. They required a comprehensive marketing strategy to drive qualified leads, boost their online presence, enhance their reputation, and secure more cases in the region.
Facing low client inquiries and poor online visibility, Morris Injury Law in Las Vegas struggled to compete in a crowded market. The skeptical team doubted digital marketing, especially paid ads, after hearing peers’ negative experiences. With outdated branding and ineffective strategies, the firm had difficulty attracting high-value cases—until we transformed their digital presence and proved the power of digital marketing.
We revamped Morris Injury Law’s website to reflect the clients’ settlements and success to date. As well, the Exults design team enhanced the website user experience to boost conversions. Alongside the redesign, we implemented targeted digital PR/SEO strategies and launched paid search and social ad campaigns. This comprehensive approach significantly increased leads and positioned the firm as a top choice for personal injury clients in Las Vegas’ competitive market.
Within the 1st year, the Morris Injury Law Firm saw:
Working with Exults has been a game-changer for Morris Injury Law. What felt like a gamble turned into a precision-executed strategy that transformed our digital presence.
The Chopin Law Firm, a premier personal injury and maritime law practice based in Louisiana, sought to strengthen its digital presence and drive more qualified leads through organic search. With a strong referral base but limited visibility in competitive search results, the firm needed a robust SEO strategy to support growth across every parish in the state.
Despite the firm’s stellar reputation, The Chopin Law Firm struggled to rank prominently for critical keywords in high-intent legal searches. Their site lacked optimized structure, localized content, and offsite authority signals, all of which limited their visibility and traffic. They needed to modernize their approach and scale their presence across Louisiana’s diverse legal market.
Exults developed and executed a full-spectrum SEO strategy, including:
If you’re looking to increase qualified traffic and turn searchers into leads, the Exults SEO team delivers performance you can measure. Contact us today to learn more.
Search optimization is essential for lawyers and law firms because it directly affects how easily potential clients can find them online.
In most cities, hundreds of attorneys compete for the same clients, and people often choose a lawyer based solely on what they see in search results.
If a firm or solo practitioner does not appear on the first or second page, they are far less likely to be contacted, which results in fewer leads and missed opportunities.
The legal industry is extremely competitive, so strong SEO helps firms rank higher and stand out above other attorneys offering similar services.
Because legal services are often location-specific, it is especially important for law firms to be optimized for local searches so they can connect with clients in their immediate area.
SEO also reinforces credibility and trust—two crucial factors when someone is seeking legal help for a sensitive or stressful situation.
A high-ranking website signals that the firm is knowledgeable, established, and reliable.
According to the National Law Review, “96% of people in need of legal advice do an online search.”
This makes law firm SEO one of the most cost-effective marketing methods available.
Once a website is well optimized, it can continuously attract organic traffic without relying solely on traditional marketing such as billboards, TV commercials, or ongoing ad spend.
Your website is the foundation of your entire digital marketing strategy.
When a potential client finds you online, their first step is visiting your website, which means this is where their first impression of your firm is formed.
If your site is outdated, glitchy, lacking information, or not optimized for search engines, your visitors will lose interest and move on to a competitor.
This is why we begin with your website.
It serves as the central hub for all law firm SEO efforts, including blog posts, service pages, FAQs, firm information, and past results.
Our goal is to showcase your expertise and present your firm as a trustworthy, authoritative choice for potential clients.
Your website is also a key conversion point.
Once SEO brings visitors to your site, it’s essential to guide them toward becoming actual clients.
This is achieved by using clear calls to action, easy-to-find contact forms, straightforward navigation, and visible points of contact throughout the site.
Strong website SEO also supports local visibility, including your address, phone number, Google Maps integration, and other location signals that help attract clients searching in your area.
If you want people in your city or state to find your firm when they search online, local SEO must be a priority.
Local SEO for lawyers ensures your firm appears in search results when users in your geographic area look for legal services.
Many people search for terms like “injury lawyer [city]” or “workers comp attorney near me,” so your website needs to be optimized to rank for location-based keywords.
When selecting a law firm SEO company, it’s essential to choose one with strong expertise in local SEO.
This helps improve visibility in the Google Local Pack – the top three map-based results that appear above the regular organic listings.
Ranking in this section is incredibly valuable, as it attracts high-intent local clients who are actively looking to hire an attorney.
Local SEO puts your firm in front of the people most likely to become clients, leading to more inquiries, more consultations, and ultimately more business.
All lawyers and law firms share the same goal — appearing on the first page of Google, preferably in the top three.
Because broad, single-word keywords like “lawyer” or “attorney” are extremely competitive, targeting them can become expensive and unrealistic for many firms. Instead, top law firm SEO experts focus on a more effective and often overlooked method: targeting long-tail keywords and answering the specific questions your potential clients are actively searching for.
By working with an experienced law firm marketing agency, your practice can leverage strategic blogging to attract highly qualified, ready-to-hire clients and achieve steady, long-term growth through high-quality SEO leads.
Long-tail keywords are more specific, less competitive, and signal readiness to hire.
While broad terms like “law firm” or “attorney” may bring high search volume, they also come with intense competition.
In contrast, a long-tail search such as “car accident law firm Columbus Ohio near me consultation” shows clear intent.
The user knows the practice area, the location, and that they are looking for immediate help.
These searches often come from clients who are ready to hire.
We leverage these long-tail keyword opportunities to help your firm get found for search queries your competitors are overlooking—from clients who are actively seeking your services.
By partnering with us, your law firm will get found on Google and attract these high-quality cases.
To build a strong SEO strategy, think about the exact questions potential clients are asking when they need legal support.
By answering frequently asked questions (FAQ) on your blog, you will be amazed at the number of highly qualified clients you will attract.
In fact, each question a client asks you can be turned into a lengthy 1,000+ word blog post.
Google loves words and your content will rank higher.
Your expertise will then shine through to readers and you’ll gain clients.
Our experience as a top law firm website SEO provider shows that some of the most effective long-tail keywords are questions such as:
When your website directly addresses concerns like these and others, your firm is positioned as a helpful authority — building trust and increasing the likelihood that a visitor will reach out and become a client.
Another powerful way to boost SEO is by publishing blog posts on your site or linking back to your site from external content.
While anyone can write a blog, creating content that ranks on Google and converts readers into clients requires a strategic approach.
Here are key best practices:
According to Backlinko, the #1 ranked website in Google gets almost 25% of all clicks.
The number two ranked website gets 16% and it drops off from there, with the #10 ranked website only getting 2.4% of clicks.
Think about it.
When was the last time you clicked on a search result that didn’t appear in the top 3 results of Google?
You’re not alone.
Fifty-four percent of all users click on one of the top 3.
So, the higher you rank, the more clicks you’ll get.
This is a metric called click-through-rate and it’s one of the most crucial ranking factors Google measures.
We get you ranked higher, get you more clicks, more traffic, and more clients.
Period.
While some improvements may appear within a few months, it typically takes six to twelve months to achieve significant and sustainable ranking results.
Costs vary based on your firm’s goals and market competitiveness, but SEO should be viewed as a long-term investment in your firm’s growth rather than a one-time expense.
Both are essential. High-quality, service-specific content attracts interested clients, while strong technical SEO ensures that this content is easily found, indexed, and ranked by search engines.
No. Because search engine algorithms constantly evolve and rankings cannot be controlled directly, no agency can guarantee a #1 position for any specific keyword.
We develop a strategic content plan that includes writing optimized blog posts and practice area pages using relevant keywords to establish authority and attract qualified traffic.
Yes. We specialize in optimizing your firm’s online presence for local search so potential clients in your community find you first.
Yes. We specialize in setting up and managing your PPC campaigns. And while PPC isn’t the same as SEO, many clients use PPC to create an immediate lead funnel, until the organic leads start flowing in from our SEO efforts.
A strong SEO strategy is essential for any law firm seeking sustained growth.
We focus on attracting qualified leads by optimizing your website and building your online credibility so your firm can stand out in a highly competitive industry.
We develop tailored strategies aligned with your specific goals and designed to deliver a measurable return on investment.
Let’s get started.
Your business deserves marketing that Drives Cases. At Exults, we don’t do guesswork. We create, execute, and optimize strategies that turn traffic into leads and growth. If you are ready for a team as committed to winning as you are, let’s get started.
"*" indicates required fields
