How To Optimise Online Content For Your Law Firm

  • Emily Ellis
Solve Legal
How To Optimise Online Content For Your Law Firm

Search engines can drive a great number of relevant visitors and audiences to your law firm’s website. Any business that has online presence should know that content needs to be one of the key elements of their marketing strategy.

It’s not the case of getting one post a day on Twitter or irrelevant, unprepared posts on your website. Having fully optimised content ensures those search engine bots recognise what they are dealing with and consumers know what to expect when visiting your law firm’s website.

What do we mean by the term “optimised”?
Optimised content plans to reach the maximised efficiency and by acknowledging these simple optimisation techniques can really increase the traffic on your law firm’s website. For example, simple processes include ensuring that any written content online:

  • Contains the correct terms related to your practice area (keywords)
  • Is visible and easy to detect by search engine bots (web crawlers)
  • Meets the demands and direct interest to your business’ target audiences

All of this is considered by Google’s algorithm and can influence how far up your law firm appears in the search engine results for any given search term.

Here are some of the best ways you can improve your law firm’s online content:

1. Research what people are searching for

Using Google AdWords’ Keyword Planner tool, you can type in basic terms relating to your law firm and see how many people search for these terms. Additionally, you can see how competitive these terms are online and a list of other related keyword suggestions that could be beneficial when optimising your own content.

2. Use relevant keywords in your content

If you find that the term “residential conveyancers in *location*” is used repeatedly and isn’t competitive, you have a huge opportunity to frequently use this term within your content on your website. This will give your firm more chance of being recognised. You should also attempt to use a selection of keywords within the title or main body of text as this works well to boost your firm in the search engine results.

3. Complete your metas

Meta titles and meta descriptions are what appear in search engines when a user views the list of results. Meta descriptions should be approximately 150-160 characters long, so the whole tag fits on the search engine results pages when it is displayed, so people can read it at a quick glance. Descriptions are like a sales pitch or summary for the page, so keep this short and snappy to keep your viewers engaged!

4. Heading tags

Consider the structure of your article and the use of HTML heading tags. (H1) defines the most important heading (H1 should only be used once) and (H6) defines the least important heading. These HTML tags can be extremely useful and can make the readability of your content more appealing and easy for your viewers.

5. Include a call-to-action/link to another page

There should be more than one method for contacting a law firm as this makes you appear personable and entices readers to get in touch, so provide multiple ways visitors can reach you. A clear and engaging call-to-action placed at the bottom of your article will increase the likelihood a reader carries on to another page on your site and keeps engaging with your firm’s website.

Looking to optimise your online content? Call us today on 0800 133 7127 or email us at

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