Elevate your practice with specialized SEO services for law firms

Potential clients are on the hunt for legal services your practice provides. With our tailored law firm SEO services, we ensure you’re the first solution they discover and the first they reach out to. Amplify your firm’s presence and clientele.
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Is your law firm overlooked in Google searches?


Chris Thomson
Search & Advertising Manager

Why you should prioritize specialized SEO services for law firms

Our SEO services for law firms are meticulously crafted to enhance your firm’s visibility on Google search results and Google Maps, targeting local clients actively seeking legal assistance.
Ponder this:

 A 2022 research study found that 79% of law firms consider SEO to be the most effective marketing channel.

That means you are missing out on a huge opportunity if you are not optimizing your website for search engines. SEO can help you attract more qualified leads, increase your conversion rates, and boost your reputation as a trusted authority in your field.

Unsure about elevating your law firm’s SEO? Our specialized experts are on standby to propel you to the top of Google. Contact us today and get a free consultation and quote.


Is Pronto Marketing the right Law Firm SEO agency for your practice?

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“Before partnering with the team, our Google search presence was inconsistent. We knew we needed expert help to improve our search engine rankings and increase our visibility in the Bay Area.”

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Kevin LaPorte

LaPorte Law Firm

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Rated 4.8/5 stars on Clutch

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3 streamlined steps to elevate your law firm’s online presence

3 stremalined step elevate law firm

Embark on the route to legal market leadership. By reaching out to us, you’re positioning your law firm for heightened visibility and expansion.

Upon partnership, our specialists devise an SEO strategy for your law firm, ensuring your online prominence is maximized.

Observe your law firm ascend in Google search rankings, leading to an influx of consultations, amplified client interactions, and ultimately a boost in revenue.

Our pledge to your law firm

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Steadfast Dedication

Our SEO specialists for law firms are unwaveringly committed to your SEO success. We ensure every digital marketing strategy we roll out resonates with your law firm’s objectives.

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Open and Clear Insights

Stay informed at all times. We guarantee consistent, transparent, and detailed reports on your law firm’s SEO progress, making certain you grasp every facet of our approach.

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Attentive Assistance

Questions? Issues? We’re at your service. We pledge swift and meticulous support, ensuring your law firm always has a reliable ally in its SEO journey.

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Local SEO

Designed for local law firms that need to generate more phone calls, more foot traffic, and more customers to their locations.
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Designed for location independent and national law practices that need to strengthen their and/or expand their reach across many states or nationwide.

Each plan includes a full suite of SEO services to beat the competition

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icon plan on page optimization


icon plan content writing


icon plan link building


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icon plan reputation management


Need help knowing which plan is best for you?

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A Law Firm sees a 513% increase in traffic with Local SEO services

LaPorte Law Firm approached Pronto to increase the number of people who visited their website, especially people within 120 miles of one of their offices.

Book a call to get started

Get expert advice on how you can get more legal leads through Google and how much budget you’ll need to invest.
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Frequently asked questions​

An effective SEO strategy makes your legal services visible to those most likely to hire you. For example, consider a law firm in New York City specializing in personal injury. This firm creates an SEO-optimized website with a page promoting its personal injury services. On that page, the keyword “personal injury lawyer NYC” is used multiple times in both headings and body text and has been optimized through both on-site and off-site activities to rank highly in Google.

When someone seeks a personal injury attorney in NYC, they’re likely to use “personal injury lawyer NYC” as their search phrase. The firm’s personal injury page ranks highly for that search phrase, and the potential client sees it in their search results. The potential client is then likely to consider that law firm for their legal needs.

This example illustrates how a search-engine-optimized website can lead members of your target audience directly to your website and convert them into leads.

Search engines gather, organize, and display information on the Internet to answer searchers’ queries. These three tasks are called crawling, indexing, and ranking.

By crawling, search engines seek out new content online. This involves following links on different webpages to discover new URLs. Through those links, search engines gather content to index. A search engine index keeps the information organized to be retrieved and ranked in relevant search queries.

The goal in Law Firm SEO is to optimize your website so that a search engine will crawl and index it properly. Then, once your optimized site is in the search engine index, various activities are undertaken to influence how high your content ranks against the competition.

If your firm’s website is nowhere to be found on Google when you search for relevant keywords, there are a few potential explanations for the issue:

  • Your website is new. Google needs to gather more information about your website and its content before ranking it in the index.

  • Your website structure isn’t organized well for crawling and indexing.

  • No external links are leading to your website. External/backlinks are among the primary ranking criteria. See them as votes from other websites, saying the content on yours is relevant and useful. The more you have from high-quality sites, the better you will rank.

  • Your website violates search engine guidelines for spam. These guidelines prevent websites from manipulating search engines for a higher ranking through keyword stuffing, cloaking, and so on. If you’ve hired a less reputable SEO firm before or if your website has not been updated lately, these tactics might have been used and could be harming your SERPs.

  • Your website contains “crawler directives” that are keeping search engines from displaying your content. It’s a common error made during website development and maintenance that should be resolved as quickly.

Link building is a crucial part of any law firm’s SEO strategy. It involves the inclusion of links, both on your website and on other websites, to make your site visible to the major search engines and indicate your content’s value and influence. There are three main types of links to consider in link building:

Internal links: These are links that lead to different pages within your website. You might include an internal link on your homepage that leads to your services page. This type of link facilitates the exploration of your entire website for both visitors and search engines.

Inbound links: Inbound/external links (known as backlinks) are links on other websites that lead to your site. Backlinks are one of the most important considerations in search engine ranking. Thought, backlinks need to be found on high-quality websites to build reputability and establish your firm as a trusted resource.

Outbound links: These are links on your website that lead to other sites. They can provide valuable information to your site visitors. While outbound links don’t carry as much weight in search ranking as inbound links, they can still improve your website because they provide value to your visitors. This is the ultimate goal of Google’s algorithm. If your website helps someone find what they need, it is a useful site.

Pronto’s Professional Google My Business SEO services will provide the speed and quality that you need to implement an SEO strategy for your law firm from scratch. As an authority in Law Firm SEO, Pronto can help you adopt a search engine optimized website that organically ranks in relevant search engine results as the time progresses.

Read our complete guide on SEO services for lawyers

How to Choose the Best Lawyer SEO Company

Search Engine Optimization (SEO) is a finely tuned craft. It considers dozens of factors like Google’s precise ranking criteria, the needs, and interests of the target audience, along with the vertical, and its competition. It’s a reason why Lawyer SEO is so competitive. For your law firm website to effectively rank for key terms related to your practice, you need a growth marketing partner with experience optimizing websites for lawyers. Let’s take a closer look at the factors that influence how effective a marketing agency is in optimizing small law firms in your specific practice area and location.

The nuts and bolts of legal marketing and SEO are primarily the same, but what works best for individual companies is highly dependent on the vertical. Law firms should work exclusively with an agency that provides professional Google SEO services and have a background in improving Search Engine Ranking Positions (SERPs). Your own practice likely specializes in specific types of cases. A personal injury lawyer wouldn’t necessarily take on a divorce case. SEO is the same despite the fundamentals being largely the same, and the tactics used to generate results are different. Expertise matters!

Google, the world’s largest search engine, is updated several times a day, every day of the year. While there are a select number of major updates, the code that decides which websites rank for specific search terms is continuously adjusted to provide the best possible user experience. For Lawyer SEO to be successful, you need an inbound marketing agency like Pronto since we are well versed in these changes, highly adaptable, and attuned to the small adjustments that happen near-constantly. Someone new to SEO or a general-purpose marketing company might not have the experience needed to fully understand the implications of a small tweak to the algorithm.

One of the most important elements of a successful SEO campaign is the website being promoted. It’s not enough to just use the keyword terms on your site that you want to rank. Your website needs to be search engine friendly, which means several things. Here are three:
  1. It needs to be built for mobile users who make up half or more of all web traffic.
  2. It should load fast, especially on mobile, because Google puts significant emphasis on site speed and usability.
  3. It should provide value quickly. User experience is measured through time on the website and bounce rate. If people leave your site in a hurry, it’s not meeting their needs, and Google will adjust your ranking accordingly.
To ensure your site meets these benchmarks, we can help ensure what works and what doesn’t for most law firms. Based on your legal practice, what are your prospective clients searching, and when they find it, what will they click? How can your website be optimized to provide the best possible user experience in the context of how people find it? This is critical to successful SEO.
Unless you operate nationally, it’s essential to optimize your website for local searches. Most of your clients will find you based on location combined with the practice area. Local SEO is not inherently the same as traditional SEO. Let’s say your firm has two locations in California: Los Angeles and San Francisco. You would need two pages (“workers compensation attorney Los Angeles” and “workers compensation attorney San Francisco”) for local SEO. Using “workers compensation attorney” as the keyword with no location tag tells Google’s algorithm that the service is for everyone nationwide, which would make it harder for your firm’s locations to rank on Google. Google uses different indicators for ranking search results in their local results, which can overlap with and influence the primary SERPs. Simply put, you need an expert like us who knows their way around local SEO.
Through keyword research, website optimization, local SEO, and content development, Lawyer SEO can help you rank for the key terms that best represent what you do. This can be a game-changer in a field where paid advertising is incredibly expensive and limited by several regulations. By organically ranking ahead of your competitors, you can grow your practice naturally over time.

More importantly, you need to start with a holistic marketing plan. It’s not just a blueprint with an SEO strategy; you get a strategic website plan and marketing calendar for your firm.



The Importance of Selecting the Right SEO for Law Firms

SEO for Law Firms is one of the single most competitive verticals on the Internet. Both locally and nationally, thousands of law firms jockey for position for a limited number of keyword phrases. SEO is a way to get an edge and jump ahead of the competition, but it’s not as simple as hiring the first firm you find online. The right SEO service for your law firm needs a combination of expertise, experience, and legal SEO background to get the job done without risking your website and its traffic. Let’s take a closer look at what this entails and how to evaluate and choose an SEO company for your law firm.

For more than twenty years, Google has been the biggest and most trusted search engine globally. To hold that position, they need to ensure that the best possible results are shown for every search. Theirs is a business of trust. If users stop trusting the results, then they look elsewhere. Google is continually updating and adjusting its algorithm. SEO is a constantly evolving science. A website ranking at the top of the Search Engine Ranking Positions (SERPs) for their target keywords today could easily be off the page in a year or two if its owner doesn’t keep up with the most recent SEO trends. SEO for Law Firms is even more uncertain due to the sheer volume of activity in the space. Every law firm is striving for those incredibly valuable top positions, and some of them opt to use below-board tactics that give them an edge. Google aims to stomp these efforts out and is always adjusting.

Because of these constant changes and the risk of a small mistake negatively influencing your SEO, it’s important to partner up with a marketing agency with an extensive background in the field utilizing proven tactics to drive results. The key elements of this include:

  • Monitoring: Your SEO experts should monitor many keywords regularly to evaluate performance, shifts in volume, and adjustments among competitors. If Google makes a change that shakes up how “Nashville personal injury lawyer” is ranking, you want a firm that will know about it first.
  • Personalization: The same tactics don’t work for every company. Your SEO company should work closely with your team to identify critical factors like content volume, website quality, competitors, and local opportunities to craft an SEO strategy custom-built for you.
  • In-Depth Expertise: Your SEO team should not just watch for Google updates, but proactively educate themselves continuously on new tactics. By staying up to date on what other SEO companies are doing, what’s working and not working, and what Google is cracking down on, they can rapidly adjust the tactics used to rank your site and keep it performing well.
  • No Empty Promises: The first red flag you should watch for is a big promise with nothing to back it up. A successful marketing company with SEO services can show you dozens to hundreds of examples of successful campaigns, and they won’t promise you page one rankings overnight. SEO takes time, precisely because of how carefully Google protects its algorithms and rankings. Hire a company that understands this and can show how they have worked with the SEO system to generate lasting results.

SEO is an ongoing process. It’s a pro service that supplements your other digital marketing strategies and efforts, and with the right investment, it can have a lasting impact.

When the time comes to choose a partner, consider what makes SEO for Law Firms effective: A keen understanding of the legal profession and competition, the ability to build a custom strategy for your business that will support your growth efforts, and knowledge of Google and its adjustments to stay ahead of those who try to cheat the system. With this information in mind, you can choose an SEO provider who will partner with your law firm to drive real, lasting results that will grow your practice over time.



3 SEO Strategies to Help Your Law Firm

SEO will work when you utilize keyword phrases for which your target audience is searching. When a potential customer types “injury lawyer in NYC” in Google search, for instance, the law firms ranking the highest for that keyword phrase will appear first. People are likely to click on the websites that appear on the first page of their search results. A recent Moz survey showed that 32% of all clicks are on the first search results, and 25% are on the second page. Ranking in the two top positions in Google’s Search Engine Results Pages (SERP) gives you a more than 50% chance of capturing each click for those search terms. Start by finding the keywords that you need to rank for. You can do this by looking at the recommended search phrases on Google or in the Google Keyword Planner tool (within Google AdWords), surveying your existing customers, or enlisting the help of an inbound marketing agency such as Pronto Marketing. Keep in mind that effective keyword phrases shouldn’t be too broad.

The keyword “lawyer in NYC” could be challenging to rank for. “Personal injury lawyer in NYC,” “car accident lawyer in NYC,” or “estate planning attorney in NYC,” are more effective.

In the process of implementing SEO for Lawyers throughout a firm’s site, many overlook the homepage. As your website’s face, your homepage acts as an introduction to your firm for potential clients. A search-engine-optimized homepage attracts prospects, providing them with a summary of your service offerings.

For your firm’s homepage SEO, don’t focus entirely on a single keyword. Aiming to rank for a few relevant keywords will ensure that your homepage provides a balance of information for anyone who finds it. These keywords should encompass your firm’s key service offerings and describe your location.

With SEO, you can also increase the number of site visitors who become leads. To do so, follow these recommendations:

Focus on User Experience – Use a combination of short text sections and visuals to simplify your homepage navigation. When visitors can easily absorb the information on your homepage, they’ll clearly see what your legal services encompass. Consider that visitors are likely to just scroll through the page, rather than read every word, so you’ll need to use visuals that catch their attention and encourage them to stay on the page. This can help reduce bounce rate and improve the time users spend on your site, which can also influence rankings.

Navigation Structure – Build an intuitive site structure so that visitors can find and click through different pages with ease. Visitors will want to discover what they’re looking for quickly. Your “About” page and service pages should be prominent and easy to find from the homepage. Google evaluates several metrics to ensure users who click on your listing in the SERP find what they need.

Content Quality – Implement high-quality content to establish trust and answer common visitor questions. This is the backbone of web design for a successful website.

For successful website SEO efforts, topnotch content is a priority. Your site’s content should inform and interest your visitors, establishing your firm as an authority on relevant legal topics. Your firm’s service pages should be the main focus. The content is significant because it provides information to visitors who are interested in your services.

Beyond just stating that your firm offers legal services for personal injury cases, for example, you should provide reliable, digestible information about personal injury law in your area. What defines personal injury law? What type of injuries do you handle? How common are personal injury cases in your area? Answer these questions with keyword-optimized content that meets search engine best practices and provides actionable value to your visitors.

If your firm is new to SEO for Lawyers, getting an SEO expert is a wise strategy for long-term success. As an experienced inbound marketing agency with law firm SEO under their belt, Pronto provides reliable insights, analysis, and ongoing support that you need to reliably generate traffic over time.



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