8 Different Ways To Improve Local SEO For Lawyers

Updated: May 11

How To Boost Law Firm Local SEO And Get Clients Near You

Your most important audience is the ones in your locale. Chances are, most of your law firm's clients come from where your office is. Unfortunately, while it's great for everyone to know about your firm, users from across the country aren't likely to be your clients any time soon.


That said, here's a guide to marketing your firm within your locale.


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Local SEO for attorneys is vital since it helps in the discovery of local firms. Most of the time, individuals are looking for local products and services rather than national or international ones. After all, why would you look for groceries, restaurants, and clinics from other states?


This is especially true in the service industry, where most of your clients are from your city, county, or state.


So, how do your implement local SEO for lawyers? How to you boost visibility?

1. Include Your NAPs On Your Website

Prominently display your NAPs (Name, Address, and Phone Number), ideally across numerous pages. Then, if a potential local client comes to your website from the SERPs, they should be able to immediately access your law firm's contact information.


Remember: Using location-based local keywords like "California Employment Lawyer" or "Los Angeles Personal Injury Attorney" can help crawlers identify your location.


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2. Post On Social Media


Social Media Marketing for Lawyers can help you engage with a local community of users sharing the same interests.


Think of your social media efforts as a way to get in touch with a community. For example, you can post about local litigation, legal news in your state, and updates on your city's local policies.

3. Utilize Locally Targeted Ads

If you want to invest in paid ads, make sure they're being shown to the right audience. Ads that are targeted locally are a practical approach to manage your advertising budget.


After all, it's pointless to advertise your law firm to people in other states, so be sure you're just targeting those who are likely to become clients in the future.


Using locally-targeted ads is a common Local SEO for attorneys strategy. It's also a great way to set up ads wisely, so your ads aren't showing up to people who otherwise will never hire your law firm due to location.


4. Set Up Your Google My Business Page

Google My Business pages are incredibly crucial in terms of local SEO. So if you don't currently have one, make it a priority.


You must first claim your business on the Google My Business (GMB) platform, after which you must enter all required details. You can also opt to have your law firm appear on Google Maps, which is strongly recommended.

5. Update Your Local Business Listings

If you've submitted your site to local directories, make sure it's up to date, just like your Google My Business page. Regularly check each directory and update any information that needs to be updated, such as:

  • Phone number

  • Email

  • Address

  • Operating hours

  • Lawyers

For Local SEO for attorneys, It's vital that your NAPs are consistent throughout your online presence. This is so people can contact you regardless of where they heard of you—whether they heard about you on your website, social media, or in local directories.

6. Hold Local Events

Regularly hold or join events in your city or state. These events can include guest speaking events, university symposiums, or charity drives. So make sure to consider accepting a few invitations to events.


Remember: You don't have to do guest speaking activities in person. These days, you can do them over Zoom.


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7. Make Sure Your Website's Mobile-Friendly


The design of your website should be mobile-friendly, often known as a "responsive" design. Google and other search engines emphasize mobile-friendly sites in search results, so making sure your site looks well on mobile devices is critical for Local SEO for attorneys.


8. Get More Reviews

These days, people can do a simple Google Search like "California Lawyer Near Me" or "Personal Injury Attorney New York" and get a list of law firms.


When people look through these listings, they'll be able to see Google Review ratings. The higher your ratings are, the more likely people are going to click on your listings.

LawyerLeadMachine Can Help With Local SEO


Lawyer SEO can help your law firm build local exposure, social proof, and lead generation. In general, Local SEO is a great way to target nearby clients and boost local visibility, where the audience is most likely to be clients.

LLM is a lawyer marketing agency that provides attorney marketing services, including local SEO services for lawyers. To get you started, review your options here.

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