Looking to bring in more cases from search engines? A strong SEO strategy can turn your law firm’s website into a steady, year-round source of qualified leads.
Let’s assume that you search for “employment lawyer Seattle,” and you’ll see ABC Employment Attorneys right at the top—both in Google Maps and regular search results.
That single page would drive an estimated of more than 1K+ visitors every month. If they had to pay for that traffic using ads, it would cost more than $7,000. And that doesn’t even count the clicks coming from the map listing.
The takeaway? Law firms that invest in smart SEO can dominate their market without paying for every click.
This guide breaks down how to do just that.
You’ll learn:
- What SEO is and how it benefits law firms
- What SEO typically costs—and what drives those costs
- 5 steps to building your law firm’s SEO strategy
- Whether you should handle SEO in-house or bring in outside help
These steps have helped firms land some of the biggest cases of their careers. Let’s break it down.
What Is Law Firm SEO?
Law firm SEO is all about getting your website to rank high in search results for terms people use when looking for legal help. Think: “divorce lawyer near me” or “DUI attorney in Chicago.”
When your pages show up near the top, more people click—and more of those clicks turn into phone calls and signed cases.
Why SEO Is Worth It for Attorneys
Most people turn to Google when they need legal help. If your firm doesn’t appear in those searches, you’re not in the running.
SEO puts you in front of potential clients at the exact moment they’re searching for your services. Over time, it builds momentum and brings in steady traffic without having to rely solely on paid ads.
But it’s not instant. Rankings take time to improve, and maintaining them requires ongoing effort. Still, when done well, SEO can become your most reliable source of leads.
How Much Does Law Firm SEO Cost?
There’s no one-size-fits-all answer, but here’s a breakdown of your options:
Build an In-House Team
Hiring a full-time SEO specialist costs around $65,000 per year, depending on experience. Freelancers tend to charge $40–$60 an hour.
The upside? Your team will develop a deep understanding of your practice. But you’ll also need to pay for tools, training, and other resources.
Hire a Specialized Agency
Working with an agency that focuses on law firm SEO typically runs between $3,000 and $15,000 per month. Pricing depends on your market, competition, and the scope of services you need.
Experienced agencies can move faster and often deliver better results. Just be sure to vet them carefully—some take a cookie-cutter approach that doesn’t get long-term results.
DIY SEO
If you’ve got the time and willingness to learn, doing SEO yourself is possible—especially if you’re just starting out.
But SEO can get technical fast. If you’re pressed for time or unsure where to begin, it may not be the best use of your energy.
What Affects SEO Pricing?
A few key factors influence how much you’ll need to spend:
- Practice area: Personal injury, criminal defense, and similar areas are highly competitive—and more expensive.
- Location: Large metro areas are more saturated than smaller towns.
- Site authority: If your website has little history or presence online, you may need to invest more to build it up.
- Experience level of the team: More seasoned professionals charge more, but typically deliver stronger results.
How to Build Your Law Firm’s SEO Strategy: 5 Key Steps
Here’s the framework that’s helped law firms generate real, sustainable growth online.
rt with Local SEO
Most clients are searching for attorneys in their immediate area. That’s why ranking in the local search results—especially the “Map Pack”—matters so much.
Claim and Optimize Your Google Business Profile
This is the listing that shows up in maps and local search results. If you haven’t claimed it, do that right away. Then, make sure your business name, address, phone number, and service areas are correct.
Use keywords naturally in your business description, and select the most accurate category (e.g., “Immigration Attorney”).
Should You Add Keywords to Your Business Name?
Some law firms include keywords like “injury” or “family law” in their business name to help with rankings. But be careful—if it doesn’t match your legal business name, Google may suspend your profile.
Instead of risking suspension, consider registering a DBA (Doing Business As) that includes the keyword—but only if it makes sense legally and ethically.
Create Pages for Each Location
If your firm serves more than one city or region, build separate pages for each. These pages should be tailored with unique content and optimized for keywords specific to that location.
Keep Your Online Listings Consistent
Your name, address, and phone number (NAP) should be exactly the same across every directory—legal, local, and general business listings. Even small differences can hurt your rankings.
Ask Clients for Reviews
Reviews help with both rankings and conversions. After wrapping up a case, send a quick email asking clients to leave a review. The more recent, high-quality reviews you have, the better you’ll perform in local results.
Build a Professional, Trustworthy Website
Your website is often your first impression. Make sure it reflects your credibility and clearly explains why someone should hire you.
Share What Makes You Different
Include a short, compelling statement on your homepage that sets you apart. Think: What kind of law do you focus on? How many cases have you handled? What kind of results have you delivered?
Include Social Proof
Display reviews, case results, testimonials, and memberships in reputable legal organizations. If you’ve been featured in the news, include that too.
Add Attorney Bios
Build trust by showing real people behind the firm. Each attorney should have a detailed bio, including education, experience, and awards. A professional headshot goes a long way.
Make It Mobile-Friendly
A slow or broken mobile site can cost you clients. Test your website on multiple devices and fix anything that doesn’t load quickly or cleanly.
Do Smart Keyword Research
Keywords are the foundation of your content strategy. To attract the right people, you need to know what they’re actually searching for.
Start with location-specific phrases like:
- “Car accident attorney Boston”
- “Immigration lawyer near me”
- “Bankruptcy attorney 60614”
Look for search terms with decent volume and lower competition. You can also analyze competitors to see which keywords they rank for—and which ones you can target.
Optimize Your Website Pages
Once you know your keywords, make sure your pages are properly optimized to rank for them.
Use Keywords in Key Places
Include your primary keyword in:
- The title tag
- The H1 (main headline)
- The URL
- The meta description
- Your page content (naturally)
Also, use related phrases throughout your page to give search engines more context.
Write Content That’s Actually Helpful
Avoid generic copy. Instead, create pages and blog posts that clearly explain legal topics and common client concerns. Content should be specific, accurate, and easy to understand—even if the topic is complex.
Update and Improve Existing Pages
If you already have content live on your site, look for opportunities to improve it. That might mean tightening up the language, adding missing keywords, or improving structure and formatting.
Build Local Backlinks
Backlinks—links from other websites pointing to yours—are one of the most important factors for higher search rankings.
Pitch Stories to Local Media
If your firm wins a major case or handles a unique situation, write a press release and share it with local outlets. Offer to be available for interviews, and make it easy for reporters to link back to your site.
Contribute Expert Quotes
Journalists are always looking for credible legal sources. Subscribe to platforms that connect experts with writers, and respond when you see questions relevant to your practice area. A short, helpful quote could land you a backlink from a major site.
Analyze Competitor Backlinks
Find out who’s linking to other firms in your area—but not to you. Reach out to those same websites and offer something better: a guest article, expert commentary, or legal insights their readers would find valuable.
Track What’s Working (and What’s Not)
To know whether your SEO efforts are paying off, keep an eye on:
- Organic traffic: Are more people visiting your site from search engines?
- Keyword rankings: Are your target search terms moving up in results?
- Conversion rates: Are those visitors turning into leads?
Use tracking tools that show traffic trends, keyword positions, and backlinks. Over time, you’ll see which strategies are driving results—and where there’s room to improve.
Should You DIY SEO or Hire an Expert?
Doing your own SEO is doable—if you’re willing to put in the time and stay up to date. But if your schedule is already packed or your site needs technical help, bringing in a pro might make more sense.
Hiring someone doesn’t mean handing over full control. Even with an agency like Growzify, it helps to understand the basics so you can ask the right questions and measure success.
The Bottom Line
SEO is one of the most powerful tools to grow your law firm—if you treat it like a long-term investment.
Start with the essentials: build a strong local presence, create helpful content, earn reputable backlinks, and track your performance. Over time, your efforts compound—and the leads keep coming.
The next big case could be one Google search away.
