How Local SEO Can Help Law Firms Boost ROI

Law firms have a lot of competition, making it difficult to stand out. Data from IBISWorld shows that there are around 439,715 law firms in the USA alone. This can make it difficult to land new customers.

If your law firm isn’t getting the ROI you’d like, it’s time to ramp up your local SEO efforts. This guide will talk about local SEO and why it’s important for law firms. We’ll also go over how local SEO can help boost your ROI by improving traffic to your website, raising brand awareness in your area, reducing keyword competition, and building backlinks from other online sources.

What Is Local SEO?

Local SEO is a type of search engine optimization (SEO) that focuses on helping businesses rank for keywords that are relevant to their location. For example, if you own a law firm in New York City and want more clients, local SEO would help your law firm rank higher in search results when someone searches for “NYC criminal defense attorney” or “attorneys near me.”

It’s important because it helps you rank for keywords that are relevant to your business. Moreover, this is more important because data shows that customers who do an online search for local businesses make the purchase quickly. In fact, according to Rio SEO, 90% of customers purchase within the first week.

Why Local SEO Is Important for Boosting Your ROI

As a law firm, you’re a local business. But how do you get found by people looking for legal help in your area? Local SEO is the answer to this question. Optimizing your website and other online properties to rank well in search engines will make your law firm visible to prospective clients where they live or work.

You can handle the local SEO yourself if you have the right expertise. However, remember that local SEO is a bit more complicated than standard SEO and is best left to professionals. They will have the right expertise and resources to create a local SEO strategy that can work for your law firm.

You can partner with an SEO firm for help with this. These firms will help analyze your requirements and the local market to craft a robust strategy. By leveraging local SEO for lawyers, you can tap into numerous benefits, including but not limited to the following:

Increasing Website Traffic

Local SEO is optimizing your website for search engines so that you rank higher in local search results. This means that when someone searches for your business, you show up on the first page of Google’s search results. The more visible you are, the more likely customers will find and engage with your brand.

More people visit sites that appear higher in Google’s search results because they are considered authoritative sources on the topic being searched. Hence, when someone looks for “lawyers near me” and finds your website at the top of the search results, they will click on it. Data shows that over 25% of people click the first result on the search results.

This can help increase ROI through organic traffic to your website. You get an opportunity to convert them into your customers. The more traffic you get, the better your chances of conversion. With that in mind, you might want to be in the top position even more as, according to data from Backlinko, the #1 result is 10 times more likely to get clicks compared to #10.

Strengthening Brand Awareness

Local SEO aims to increase brand awareness by boosting website traffic and strengthening your online presence. This can be particularly helpful for law firms, usually small businesses with tight budgets.

Local SEO has the potential to boost a law firm’s ROI without requiring a hefty investment in paid advertising or expensive traditional marketing tactics that require time, money, and expertise.

You can also use reviews from your customers to establish yourself as a local expert. These reviews can do wonders for your law firm’s success. According to BrightLocal, 77% of consumers regularly, or most of the time, read online reviews before doing business with a firm.

Helping With Backlinks

Backlinks are a critical component of your local search strategy, as they help Google determine which sites have the most authority in a particular field. By creating content around local-centric keywords, you can offer detailed and informative content to the users. Hence, bloggers or other website managers might link to your blog posts or articles whenever they want to help their readers with in-depth information.

  • Backlinks provide value to your website’s visitors by providing them with additional information and resources related to their search terms. In some cases, backlinks may even lead users directly to the answer they’re looking for, saving them time and money.
  • You need quality backlinks pointing at relevant pages on your site to get more traffic from Google and other search engines. In fact, websites with more backlinks usually rank high on search engine results, gaining better organic traffic. According to Backlinko, the #1 Google result have 3.8 times more backlinks than position 2-10.

How to Market Your Law Firm Locally on Social Media

When it comes to local SEO, social media can be your friend. If you want to make sure that your law firm’s local presence is visible and thriving, there are a few different ways you can use social media platforms to your advantage:

  • Use hashtags specific to your city or region. This will help ensure that people searching for legal services in their area can find yours easily. For example, if someone searches #attorney in Portland, Oregon, they’ll see results from attorneys all over the state, not just those in Portland itself. So ensure that any hashtags you use are specific enough that only residents of a certain area will see them.
  • Join local business directories like Yelp and Foursquare and ensure your employees do too. This way, when someone searches for “legal services” on either platform, they’ll see reviews written by locals who have got your services.


After reading this blog post, we hope you better understand how local SEO can help your law firm boost its ROI. As we covered in the previous sections, local SEO is critical to attracting new clients and reaching out to nearby potential clients. Follow the tips mentioned in this guide to strengthen your local SEO strategy and boost your ROI.


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