SEO For Lawyers
LAW FIRMS: Here's How I Will Help You Make An Additional $1 Million Per Year On a Pure Performance Basis
Are You Serious About Growing Your Law Firm And Want More Matters?
As an SEO agency specialising in law firms in Australia, I know exactly how to get the right kind of traffic to your website which will turn into matters and help you grow.
SEO is truly one of the best ways for law firms to grow long term for a number of reasons.
People have taken the time out of their day to go to Google and look for something specific (in this case, a lawyer), which allows you to catch them right at the point where they need to resolve a problem (which is why people look for a lawyer).
There are very few other instances where you can catch someone with such a pressing problem right at the time they themselves are looking for a solution.
SEO allows you to show up in front of them right at this moment, allowing you to present your solution to them and convince them to hire you to solve their legal problem.
Is SEO the Best Choice For Law Firms?
The short answer is yes.
Let’s start with the first layer to this answer and that is the fact that Google itself has proven time and again to bring in the highest quality leads for law firms, for the reasons I mentioned above.
Let’s be honest, no one is scrolling social media just waiting for the right lawyer to pop up. It just doesn’t happen.
This is why social media marketing tends to perform poorly for law firms. That’s not to say it won’t work, but why take the hard road when there’s a much better option?
The second part of the equation is whether SEO is the best option on Google itself.
Why Google Ads (also know as PPC) are a fantastic option for law firms to generate leads quickly (and we often combine them with SEO for fantastic results), you are paying for every single click, which eats into your profit.
With SEO, you can essentially scale infinitely, allowing you to capture as much traffic as humanly possible without a high cost.
This opens up the possibility of using SEO not just for high converting traffic but also as a branding and authority play (something we will implement for you), which is something that would not be profitable with ads.
This strategy allows you to get an obscene amount of “free” traffic which results in hundreds of quality leads per month, with no exaggeration.
There is currently no other traffic source that works so well and converts so profitable for law firms.
How Our Law Firm SEO Services Work
We use a two part strategy when implementing an SEO campaign for a law firm’s website.
First, we go after the high intent commercial traffic.
These are the keywords people search which are specifically looking for a lawyer right now. This includes things like “family lawyer near me”, “criminal lawyer Sydney” and so on.
These keywords indicate a high intent, meaning the person searching is very likely to need a lawyer now.
As a result, they typically convert at a very high rate, making these keywords extremely valuable.
Once we have dominated these searches, we move onto the second part of our strategy.
The second stage of our law firm SEO strategy is using content marketing to establish your firm as an authority in your space. It’s essentially a branding play.
How this works is we starting going after the thousands of informational keywords people search on Google for things relating to law.
This could be searches like “do I need a lawyer for a divorce”, “how much does a criminal lawyer cost”, and so on.
There are literally thousands of these keywords that get searched every month.
By specifically targeting these keywords, your website will start to show up for more and more of these keywords.
The long term goal is to get your law firm website showing up every time someone searching anything related to the practice areas you offer.
This not only establishes your firm as an authority in Google’s eyes and actually helps you rank higher for the main commercial keywords also, but it helps to build trust with potential clients and increase the amount of people who come back to use your firm when they do need a lawyer in the future.
Using this method, you can dominate the practice areas for the area you service and become the go-to firm that people think of when they need legal services.
Do You Need a Law Firm SEO Specialist or Will Any SEO Agency Work?
While the principles of search engine optimisation are overall very similar, there are many specifics in the legal industry that someone who has not worked in it previously will not know.
As someone who started SEO in a different industry and ended up doing lawyer SEO, I can assure you that after working with about a dozen firms I definitely have an upper hand over my previous self and other SEO agencies who have not had experience with SEO for law firms.
Each industry is slightly different and requires slightly different methods and tactics, and having experience with a specific industry, such as law firms, allows you to implement what works much faster without having to experiment every single time. You can just do what worked last time and it works straight away.
Many SEO agencies also overlook the lead generation part of the equation and just focus on high rankings and generating traffic, but don’t do anything to try and help the firm “sell” their services and increase their conversion rates, which is crucial if you’re going to make a profit from all this.
Working with law firms specifically allows a specialist to position the firm in such as way that they stand out from the competition, “pre-sell” potential clients on working with them specifically, which significantly increases the conversion rate of the law firm’s website and makes a ton more money for the firm.
This is exactly what sets us apart and why we get such ridiculously good results for law firms.
How Our Performance Based Law Firm SEO Services Work
Unlike practically all other SEO agencies who will charge you a monthly retainer and lock you into a month contract for 12 months or more, meaning you have to pay regardless of whether what they do even works or not, we work on a pure performance basis.
What this means is we will do all the work required to get you results, and you only pay us for the results we actually generate you, AFTER you get them.
This guarantees that you get results or you simply don’t pay anything.
Typically this is done on a per lead basis, and is something we will discuss with you to find a deal that works before we start working together.
But this also means we are super selective with who we work with, as we have to be 100% sure we can get you results.
The Technical Aspects of Law Firm SEO
Strategy & Keyword Research
This part is the key to any SEO strategy. Figuring out exactly what to target and how to get the maximum results in the quickest time possible.
I’ve largely explain the strategy we use in the section above, but the idea is that we target the high intent commercial keywords first to get the hottest potential clients through the door, then expand into a content marketing strategy to establish authority and trust for your law firm.
Local SEO
Most law firms are operating within a local area, and local SEO allows them to show up in the local search results (also known as the “Map Pack”), which drives additional traffic beside the regular search results.
Many clients also prefer working with a local firm so doing well with local SEO can help get additional conversions.
Technical SEO
This is all the technical aspects of the website which need to be optimised to be able to rank. Things like meta titles, internal linking, website speed, schema and a bunch of other things. Basically, technical SEO is a lot of the backend stuff we do that nobody notices but will allow your website to rank on search engines in the first place.
On Page SEO
On page SEO is all the stuff you do see on the website itself, including content, headlines, images and so on. These parts are crucial to give users what they are looking for so that Google will show your website to them.
Content Marketing Strategy
I’ve already gone over how we use content, but basically the idea behind our content marketing strategy is to get your website to show up for any and all searches relating to the practice areas you offer, to get as many people as possible to your site and convert as many of them as possible into prospective clients.
Off Page SEO & Backlinks
This is all the stuff that happens off the website. It’s primarily link building on relevant sites, citations & directory listing and social media profile creation.
Getting your brand mentioned across the web is growing in importance as an SEO ranking factor, so all this helps our SEO efforts.
Conversion Rate Optimisation
While not strictly part of SEO (and therefore many SEO agencies ignore this), conversion rate optimisation is the process of converting as many visitors as possible into leads (and ideally, paying clients).
You offer, positioning, social proof and testimonials, a good CTA and a number of other elements all go into this. This is something we put a heavy focus on because increasing your conversion rate from 5% to 10% can literally double the amount of money you make without needing any more traffic.
Tracking & Analytics
Tracking what’s going on allows us to ensure that what we are doing is working and everything is on the right track. It also allows us to see if something is off so we can improve it.
We use various tools to track everything including Google Search Console, Google Analytics, Semrush, rank tracking and a number of other tools.
Case Studies
Law Firm Gets 800% Increase In Organic Traffic WITH SEO
Law Firm Making Extra $180,000+ From Google Ads
14X Return On Ad Spend On Google Ads
Plumber Goes From o to 850 Users In 9 Months With SEO
Concreter Gets 700% Increase In Traffic With SEO
1,200% ROAS On Google Ads
400% Organic Growth
300% Organic Growth
852 Leads At $25 Cost Per Lead
900 Leads At $9 Cost Per Lead
0-600 Clicks Per Month In 4 Months
0 to 900 Users Per Month In 9 Months
300% Organic Growth
700 Leads At $42 Cost Per Lead
0 to 40 Clicks Per Day In 7 Months
250% Organic Growth
0 to 300 Users In 3 Months
Want Results Like These?
Who We Work With
About Us
I’m Mateja Matic, the founder of Dominate Marketing. I have been doing SEO & Google Ads for 10 years.
In that time I have have helped over 50 businesses in a range of niches get to page 1 of Google and grow their businesses an average of 300% within 12 months.
I have also invested well over $50,000 into learning from the world’s top SEO & Google Ads experts to put myself in the same league (and beyond). I’m not your average “online marketer”.
If you want a professional who knows what they are doing to get you results and help you grow your business, book a call with me today.
FAQ About Law Firm SEO
What is SEO for lawyers?
SEO for lawyers is a process of optimising a law firm’s website to increase the rankings and visibility in Google search engine rankings, allowing potential clients to find their services more easily. By optimising a law firm’s website and content with relevant legal keywords, SEO helps attract more targeted traffic and leads.
What are the benefits of lawyer SEO?
SEO helps law firms grow their online presence, bringing in more relevant inquiries and clients through organic search. It positions the firm as an authority in specific legal areas and improves website ranking, ultimately leading to higher engagement and conversions.
Are other law firms using SEO?
Yes, many law firms are investing in SEO to stay competitive in the digital landscape. SEO is widely recognised in the legal industry as a powerful tool for attracting clients and maintaining a strong online presence.
Is SEO for law firms really effective?
SEO for lawyers is highly effective when tailored to target the specific needs of legal clients. By focusing on keywords potential clients search for, law firms can significantly increase website traffic and inquiries, resulting in better client acquisition which grows consistently long term.
SEO vs social media marketing, which is better for law firms?
While both SEO and social media marketing can be valuable, SEO almost always offers more long-term results for law firms. SEO drives organic, high-intent traffic to the website, whereas social media is more effective for brand awareness and client engagement, but typically doesn’t convert anywhere near as well into paying clients.
How much does SEO for lawyers cost?
The cost of SEO for lawyers varies depending on the firm’s goals, competition, and the scope of services required. In the case of our SEO company, we charge on a pure performance basis, so the cost will fully depend on the results we generate you, making it a fair exchange and essentially guaranteeing you SEO success.
Can you do law firm SEO yourself?
It’s possible to handle some SEO tasks internally, such as optimising content with legal keywords. However, law firms often benefit from an SEO agency’s expertise to ensure comprehensive legal SEO strategies that includes technical SEO, link building, and ongoing adjustments.
How long does it take to see results from SEO?
SEO results are gradual, often becoming noticeable within 3 to 6 months, depending on the competitiveness of the keywords and market. However, continued efforts in SEO will lead to progressively stronger results and greater online visibility for the law firm. You’ll start to notice a truly noticeable difference around the 9-12 month mark, especially if the website is brand new and needs time to establish itself in the search engine results.
How to select the best law firm SEO company?
Choosing the right SEO company for lawyers and law firms requires evaluating their experience with legal SEO, proven results, and understanding of the legal industry’s unique demands. Look for agencies that specialise in law firm SEO, provide case studies or testimonials, and use transparent, ethical SEO practices and pricing models (such as our performance-based model). Additionally, assess their approach to keyword strategy, content quality, and ongoing performance tracking to ensure they align with your goals for long-term growth.
What are some red flags with SEO companies that law firms should watch out for?
Law firms should be cautious of SEO experts that promise instant results or “guaranteed” search engine rankings, as SEO is a gradual process and it is impossible to guarantee specific positions in the search engines. Avoid companies that lack transparency about their strategies or use questionable tactics like keyword stuffing or spammy backlinks, which can harm your law firm website’s credibility. Additionally, if an agency has poor communication, limited legal services industry experience, or refuses to provide regular performance reports, these are signals that they may not be the right fit for a law firm’s SEO needs.
Is SEO too competitive in the legal niche?
Search engine optimisation in the legal niche is certainly competitive, especially for popular practice areas like personal injury, family law, and criminal law. However, with a well-crafted strategy focusing on niche keywords, local SEO, and high-quality content, law firms can successfully compete in the search engine results pages and rank well. A specialised SEO approach that targets specific legal services and locations can help firms stand out despite the competitive landscape.
Which Practice Areas Do We Work With?
We offer our SEO services vast majority of legal practice areas including family lawyers, personal injury lawyers, commercial lawyers, criminal lawyers, estate lawyers and many more. There is the occasional instance where there is a very niche area of law that doesn’t get searches on Google where SEO won’t work, and in those cases we will tell you if it won’t work and why.