How to choose a law firm SEO agency

You know that law firms that rank on Google’s first page of search results tend to get the most clicks and, in turn, the most clients. You also know that law firm search engine optimization (SEO) is one of the most competitive areas of digital marketing, which means that it’s smart to get help with your campaign. 

But, how do you choose an attorney SEO marketing agency? How can you know which agency is the best fit for you and your law firm’s SEO campaign? 

Here’s what you need to consider when hiring a legal marketing agency to get your firm’s website to rank.

Identify Your Goals So That You Know What SEO Services You Need

Before you choose a law firm SEO company, it helps to think about what you want to accomplish with an SEO campaign.

Full disclosure: you might not know what you want to accomplish, and that’s okay. But giving these things some thought can help point you in the right direction.

At the very least, these are factors that any reputable SEO company should address when you sit down for an initial evaluation.

  • Do you need a law firm website?
  • Do you want an intensive local SEO campaign?
  • Are you more interested in organic rankings that can offer long-term rewards, paid campaigns that prioritize short-term benefits, or a hybrid approach that can give you the best of both worlds?
  • Do you want to prioritize ranking your website as a whole, or would you rather target specific keywords?
  • Is social media presence important to you?
  • Do you want to improve both the quantity and quality of the leads your website generates?

Your answers to these questions are important – not all SEO agencies will be equipped to help you with your specific goals. 

Some law firm marketing companies only focus on the more superficial aspects of a campaign – like web design and how your website looks to the user. They hone in on paid ads to drive the project instead of focusing on the quality of your content and links.  

Other companies double-down on content and links but don’t have the resources to build a new, state-of-the-art website to enhance the user experience. 

If you want to take a comprehensive approach to SEO, it helps to work with an SEO agency that has the knowledge, experience, and resources to do it all. 

LawRank specializes in getting attorneys and law firms to rank organically on Google. From the start, our primary goal will be to get your website to show up in the first results for your targeted geographic location(s). 

How? We do this by:

  • Making sure that your law firm’s site has great content – developed by attorneys.
  • Maximizing the link equity flowing to and through your firm’s site.
  • Having our in-house team develop and design a customized, state-of-the-art, gorgeous website just for you.
  • Supplementing our organic campaign with aggressive and compelling paid ads.

We’re ready to help your law firm rank – get in touch with our experienced team to learn more today.

Consider Past Results: Have They Ranked Attorneys on the First Page?

Every SEO agency will tell you that they get results for their clients. And, to some degree, that might be true. “Results” is a considerably broad term. Unless it’s clearly defined from the start, you and the SEO agency might have different ideas of what the term means.

Most SEO agencies for lawyers have a “show pony” – that one client that ranks great. That’s not enough. What you need to see is a consistent pattern of getting clients to Google’s first page. Ask to see the rankings for at least 2 to 3 different clients in large to mid-sized cities.

So, when an SEO agency tells you that it gets results for its clients, ask yourself:

  • What are those results?
  • How does the agency define a positive outcome?
  • Can I verify those results independently?

Ideally, you’ll want to go with an SEO marketing agency with a demonstrated ability to get law firms to rank organically on the first page of Google’s search results. You’ll want a firm that can drive website traffic and increase visibility to the firm’s target market. And, you’ll want to be able to go to Google yourself to see those results for your own eyes.

At LawRank, we’ll show you the specific results we’ve achieved for our clients. We’ll show you our case studies and data-driven results. Moreover, you can look up our clients on Google for yourself – and you won’t have to scroll too far.

Ask Current and Former Clients About Their Experience

You don’t have to take the SEO agency at its word – you should have the ability to go right to the source. Contact the agency’s current and former law firm clients – and ask them about their experience with the content marketing agency. 

Good questions to ask might include:

  • How responsive was the agency to your calls and requests?
  • Did the agency deliver results as promised?
  • Why did you discontinue the agency’s marketing services? (If a former client)

It can be a good idea to reach out to a few firms – each firm will have a different experience and offer a unique perspective on the agency’s practices. 

Will They Build You a Custom SEO Game Plan?

No two projects are the same. The best SEO agency for lawyers will build out a custom plan for you that focuses on the types of cases that you want to handle. If, for example, you want to draw clients who have medical malpractice claims, you’ll want to hire a firm that (a) is willing to tailor your SEO campaign to that end and (b) knows the best practices for getting you med mal leads. 

If a law firm SEO agency is hesitant or unwilling to help you capture the traffic and generate the specific leads that you want, consider that a red flag.

After all, it’s not just about getting traffic to your website. That’s just a part of the equation. It’s also about making sure you’re getting high-quality leads for the specific types of cases you can (and prefer) to handle. 

Confirm You’ll Own – Not Lease – Your Website

SEO is really about three things:

  • Content,
  • Links, and
  • User experience (UX).

The way your law firm website looks and reacts to the user is a huge component of UX. If your current site isn’t up to par, SEO agencies will likely suggest investing in a brand new, state-of-the-art platform. 

In truth, you can have the best content ever penned by mankind and the most compelling link structure in the world – but if your website isn’t user-friendly or visually appealing, it’s all for nothing. So, there can be incredible value in investing in a new website.

Now, considering that this is an investment, it would be important to know whether you will own your website outright or, for lack of a better term, “lease” it.

Some SEO agencies won’t be transparent about the fact that they’re creating a site for you to use – not to own. That should be a red flag – you deserve to have ownership over one of your firm’s most important assets. You shouldn’t run into this issue with a good SEO company.

When you work with LawRank, you’ll know from the start that you – and you alone – own your website free and clear.

Ability to Build Conversion-Driven Websites

Your law firm doesn’t just need any old website. Your law firm needs a website that’s designed to convert clicks into leads. You want the people that visit your firm’s site to take action and call you for help with their legal problems.

The way your site is designed and executed will have a lot of influence on that:

  • Is the website visually appealing?
  • Does the site contain authoritative content and material that answers the questions your potential clients will most likely have?
  • Is that content structured and displayed in a way that’s easy to digest and navigate?
  • Can users easily find the information they’re looking for without spending too much time or energy?
  • Do the pages load quickly and benefit from a fast site speed?
  • Is the website free from technical errors and mistakes?
  • Are there calls to action and easily-accessible “contact us” forms spread throughout the site?

At LawRank, we understand that your firm’s website is your opportunity to sell your services. We want to help you thrive and convert as many visitors into leads as we possibly can. 

That’s why we’ve:

  • Developed custom templates that are not only aesthetically pleasing but expertly designed with the intent to convert clicks into clients.
  • Create all-new, best-in-class web content from scratch for every SEO client based on intensive keyword research related to core practice areas.
  • Assign an SEO specialist to manage your website after it launches and throughout the lifespan of your SEO campaign.
  • Partner with top SEO services – including Birdeye, Yext, Crisp Video, and InMotion, to give your website every possible technical edge.

We take a comprehensive approach to your SEO campaign and your law firm’s website. Our goal is to increase your caseload – and your revenue – as much as we can and as quickly as possible.

Does the Campaign Include Local SEO?

As the old saying goes, “Law is local.” To maximize your return on investment (ROI), you need a law firm SEO company that has experience and proven results of ranking people in the local pack.

Many SEO agencies for lawyers now only rank internal pages. Why? Because ranking an internal page is easier than building a brand around a homepage. The big disadvantage to this approach is that the bigger brands tend to do better in local SEO rankings. 

Before choosing an SEO agency, ask to see a Local Falcon report with a 1-mile radius from their client’s office using the target keyword: “NYC personal injury lawyer, “Houston personal injury lawyer”, etc.

Does their client rank well in the local pack? 

Pro Tip: If the law firm SEO agency you’re considering argues with you, refuses to give you a Local Falcon report, or worse, doesn’t know what Local Falcon is, immediately hang-up the phone.

Transparency: Will You Get a Front Row Seat to Your SEO Project?

SEO is both an art and a science. There’s a lot that goes into making a website rank.

When you hire a law firm SEO service agency to handle your online marketing campaign, you shouldn’t have to wonder about what’s going on behind the scenes.

You should be able to have a front-row seat to witness the methods behind the madness – if you want it. 


Knowing what’s happening in your SEO project will:

  • Provide assurance that your marketing agency is taking meaningful steps to get your law firm website to rank
  • Give you insight into the time and resources that are dedicated to your individual project, and
  • Keep you updated and connected with your campaign.

If an SEO firm refuses to be transparent or won’t offer unfettered access to your project, you might want to think long and hard about moving forward. Your relationship with your agency is really important – you need to work with a team you can trust.

At LawRank, we want you to have a clear understanding of what’s going on in your SEO campaign at any given time – day or night. 

For all our projects, you will see in real-time:

  • Rankings: We provide a mobile app so you can see your rankings anytime.
  • Links: Your client dashboard will detail the links we’ve built for you and what links we have planned for the future.
  • Content: We provide monthly reports on the content that’s been developed for you in the past month.

We’re confident in our ability to get your law firm to rank – and we’re proud to show you how we make that happen. 

How Much Do You Value Customer Service?

At the end of the day, human relationships are fundamental to the success and failure of almost everything. So, your law firm SEO project will only be as successful as your relationship with your SEO agency. 

The best SEO agency should:

  • Answer your calls promptly
  • Give you direct answers to your questions – not the runaround, and
  • Be open to hearing about and adopting your unique and specific goals

LawRank values its relationship with its law firm and attorney clients. We understand that your law firm is your lifeblood – it’s what helps you provide for yourself and your family. So, we appreciate what it means when you entrust us with your SEO campaign.

That’s why we place such great emphasis on transparency and customer service. At the end of the day, your success is our success. And that starts with a great client-agency relationship.

If you want to find the right SEO company for your law firm, call LawRank. We’ve developed winning SEO strategies for law firms across the country. Connect with us online or give our team a call at 833-LAWRANK (833-529-7265) to learn more about how we can help your law firm rank. 

SEO for Lawyers Frequently Asked Questions

What do your SEO packages include?

LawRank offers comprehensive SEO packages that include:

  • Link building
  • Local SEO
  • Web hosting, and
  • Custom, best-in-class content.

We’re also here to help you accomplish your specific goals – which means that we can customize your SEO package to suit your needs. 

Are you a WhiteHat SEO agency?

Yes. When you trust LawRank with your SEO campaign, you’ll never have to worry about legally or ethically-questionable practices. Every step we take is carefully measured – and completely within the boundaries of Google’s terms of service. 

We know that you’re more likely to benefit from White Hat strategies – building links naturally, focusing on creating compelling content, and developing a website to convert clicks into leads. We understand that Black Hat approaches can have devastating consequences if they’re identified. You can trust LawRank to get your law firm website to rank the right way.

How much does SEO for lawyers cost?

This answer isn’t the one you want, but it’s the one that’s most honest: it depends. It depends on what you want to accomplish, how much money you’re willing to invest, and what kind of ROI you’re looking for. It also depends on how your firm currently ranks on search engine result pages (SERPs), where you’re located, and what type of practice you have.

This doesn’t mean that you have to spend the moon to reap the benefits of SEO for law firms, but it does mean that there’s a link between how much you budget and the results you’re likely to get. At LawRank, we’ll walk you through all of your options and help you understand the plan of action that’s best suited for your particular practice.   

Does ranking in the local pack matter?

Definitely. A 3-pack shows up in about 93% of all local searches. When a local pack appears, those 3 results get anywhere between 40% and 60% of all clicks. The top listing in that local 3-pack typically gets the most attention. Studies have shown that the 3-pack even reduces the number of clicks the top-ranking organic results get. So, it can be really important to rank in the local pack. 

LawRank provides comprehensive SEO for attorneys – meaning that we carefully orchestrate your campaign to maximize your visibility everywhere. We pay close attention to local SEO so that your firm has better odds of being one of the chosen 3 in the local pack. We consistently help our clients rank in the local pack, and we’ll apply our methodology to your project to help you rank, too.

How will I be able to track the status of my campaign?

You’ll have access to a custom dashboard that gives you real-time data, including:

  • Organic rankings
  • Local rankings
  • Call volume, 
  • And more.

You can access your dashboard online or using a convenient mobile app – anytime, anywhere.

We’ll conduct a thorough diagnostic of your project. This way, you’ll be able to clearly see the progress that’s being made throughout your campaign. 

Should I do anything besides SEO?

SEO focuses solely on efforts to get your law firm’s website to rank organically at or near the top of search results for relevant queries. SEO doesn’t involve paid digital marketing campaigns, taking out television ads, buying billboards, or other methods of advertising. Supplementing your SEO campaign with other marketing strategies can be helpful, especially if you’re in a particularly competitive market. 

Keep in mind that most people are turning to Google when they need a lawyer. So, it’s smart to make law firm SEO your priority. However, ranking can take time. In the meantime, you can increase your brand visibility by exploring other marketing techniques – especially with an attorney pay-per-click (PPC) campaign. 

When a PPC campaign is done right, you’ll show up before organic results when potential clients are searching for a lawyer or legal help. Once you begin to rank organically, you can suspend your PPC campaign or reduce what you spend. 

LawRank knows that digital marketing – and SEO in particular – is what will help your law firm and business grow. So, that’s our primary focus. However, we can help you raise brand awareness in other ways and supplement your SEO campaign. Give us a call to discuss your options and learn more.

Who writes my content?

When you’re trying to compete in the hyper-competitive field of attorney SEO, who writes your content really matters. In order to become an authority – and in order to rank – you have to really know what you’re talking about. That’s why LawRank has attorneys, JDs, and people with real-life legal experience writing the content.

Our content development division is exclusively staffed by licensed attorneys – which means that every piece of content is edited and reviewed by someone who knows the law (or knows how to find it). This sets us apart from other SEO firms. Many agencies outsource their content to the lowest bidder – people who have little-to-no practical or hands-on experience with the law. 

When you choose LawRank, you won’t have to worry that your legal content is being written by someone who’s unfamiliar with the law or someone who might not even be in the country. When you choose LawRank, your law firm web content is developed by your peers. You can be confident that this will give you a leg up on the competition and help you rank.

Link-building is an essential part of any SEO campaign – that’s why link-building costs are built into your SEO package. We’ll work to build a strong backlink portfolio to boost your site’s authority.

How long does it take to rank on Google?

There’s no set time frame. 

It will really depend on a variety of factors, like:

  • Where you’re located and what type of law you practice – competitiveness varies from market to market.
  • Your current web presence and SEO rankings – how much of a hill do you have to climb?
  • How much you invest in your SEO campaign.

LawRank will complete a full analysis of your SEO project and explain what challenges might lie ahead – and address how we’ll overcome them to get your law firm to rank. As we build your campaign, we’ll keep you fully apprised of the progress that’s being made. 

Typically, projects rank in 9-12 months (but sometimes in significantly less time and sometimes slightly more). While we can’t give you an exact timeframe for your project from the start or guarantee results, you should know LawRank has a history of getting law firms on the first page of Google – fast. We’ve ranked clients for top keywords in competitive markets in as little as 90 days.