For small law firms, standing out online can feel like an uphill battle. That’s where effective SEO comes in. By outsourcing your SEO to a specialized agency, you can concentrate on what you do best – serving clients – while experts handle the complexities of digital marketing. And let’s be honest: showing up at the top of local search results can be the game-changer your firm needs to grow.
But, how do you go about selecting an agency? Let’s dig into choosing an SEO agency for small law firms.
Why SEO Matters for Law Firms
Think about it: most people turn to Google when they need legal help. If your firm doesn’t show up at the top of local search results, you’re missing out on potential clients. Strong SEO doesn’t just boost your visibility – it builds trust and attracts the kind of leads that convert into paying clients.
Still wondering if SEO is worth it? Here’s what the numbers say:
- 43% of clients use search engines to find and hire attorneys (Martindale-Avvo, 2019)
- SEO converts 4.2% of visitors into clients – making it the second most effective marketing channel for law firms (RulerAnalytics, 2022)
Your potential clients use specific search terms like “divorce lawyer near me” or “personal injury attorney [city name]” – you need to appear for these searches.
Here’s how SEO can transform your practice:
- Practice Area Visibility: Make sure your firm appears when clients search for your specific legal services
- Client Education: Use optimized blog posts and FAQs to showcase your expertise and guide potential clients
- Local Presence: Own Google Maps and local search results so clients can find you quickly
- Mobile Search: Reach clients searching on their phones during urgent legal situations
- Reputation Management: Strengthen trust with glowing, optimized reviews and testimonials
Picking the Right Agency Partner
Choosing the right SEO partner doesn’t have to be overwhelming. Keep these key factors in mind:
Expertise Verification
- Ask for Proof: Request case studies from law firms like yours to see their track record
- Check Their Knowledge: Make sure they understand legal marketing ethics, compliance, and your state bar’s advertising rules
Performance Tracking
- Monthly reports should include, at a minimum:
- Keyword ranking changes for practice-specific terms
- Local pack positioning for key geographic areas
- Organic traffic growth by practice area
- Lead attribution from SEO efforts
- Revenue attribution from SEO efforts
- Competitor ranking analysis
Service Structure
- Look for agencies offering:
- Month-to-month contracts with clear cancellation terms
- SEO specialists with legal industry knowledge
- Regular strategy meetings with SEO specialists
- Quick response times for time-sensitive updates
- SEO audits focused on law firm websites
Benefits of Agency SEO vs In-House
Why outsource SEO instead of handling it in-house? While having an internal SEO expert can work, here’s how partnering with an agency can give your firm a competitive edge:
Cost Effectiveness
- Eliminate costs of full-time salaries and benefits
- Access professional-level SEO tools without direct subscription fees
- Scale spending based on seasonal needs or growth goals
Expert Access
- Work with specialists in:
- Technical SEO optimization
- Legal content creation
- Link building within legal networks
- Local SEO strategies
- Schema markup for law firms
- ADA compliance optimization
Competitive Edge
- Get insights from agencies working across multiple legal markets
- Stay updated on algorithm changes affecting law firm rankings
- Implement proven strategies from other successful firms
- Adapt quickly to search engine updates and market changes
Value of Flexible Subscription-based SEO
Month-to-month SEO service subscriptions can provide specific benefits for law firms:
Control Your Budget
- Scale spending up or down based on your firm’s needs
- Forget long-term contracts – you can keep things flexible
- Test out the services without taking on much risk
- Scale up as your practice expands and your needs evolve
Stay Flexible
- Shift priorities quickly as market trends change
- Easily shift priorities between different practice areas when needed
- Fine-tune your campaigns to match seasonal trends or client demand
Save Time
- Get expert help without the hassle of managing an in-house team
- Quickly jump on new market opportunities as they come up
- Get professional content created on demand
Implementation Considerations
However, before starting with an agency, you should prepare the following:
Internal Resources
- Assign someone from your team to stay in touch with the agency
- Set up access to tracking tools and analytics so everyone’s on the same page
- Put together details about your practice areas and ideal clients
- Collect success stories and case results to showcase in your content
Goal Setting
- Decide what success looks like so everyone’s working toward the same target
- Understand that great results take time – set achievable timelines
- Pinpoint the practice areas you want to prioritize
- Define what kind of return you’re expecting from your investment
Content Strategy
- Create a simple process for reviewing and approving content
- Set up a system to make sure everything meets legal and ethical guidelines
- Decide what’s most important to focus on, like service pages, case studies, or blog articles
- Define the tone and style that best represents your firm
Next Steps
Select an agency that demonstrates deep understanding of legal marketing and offers flexible engagement terms. Focus on measurable results and clear communication channels. This partnership will strengthen your firm’s online lead generation, bringing more qualified clients to your practice.
Ready to take your law firm’s online presence to the next level? Let’s chat! I offer subscription-based SEO services designed specifically for legal professionals like you.
