SEO for law firms: How to Optimise Service Pages
Optimising your law firm's service pages is an excellent way to improve your visibility on Google and attract more clients. While there are technical elements to search engine optimisation (SEO) for law firms, it starts with the foundations.
Service pages (the pages on your site that describe each legal service you offer) are one of the starting points of SEO for law firms. By making a few strategic changes, you can help your law firm’s website rank higher in search results, making it a powerful tool in your online legal marketing efforts.
Read on to discover how to make your service pages work harder for your firm.
Use the Right SEO Keywords on Your Pages
Keywords are the words and phrases people type into search engines when looking for a solicitor or specific legal service. Using the right keywords on your service pages is crucial. If your page’s content closely matches what potential clients search for, Google is more likely to show your page. To find the best keywords, do some keyword research. This means finding out what terms your target clients actually use. For instance, you might find that "conveyancing solicitor fees" is searched more often than "property lawyer costs". Focus on the terms real clients use to improve your chances of ranking well.
Tip: You can often find useful keyword ideas by looking at Google's autocomplete suggestions or the "People also ask" section when you start typing a query.
Avoid Keyword Stuffing and Use Variations
While keywords matter, you should not overuse them. Keyword stuffing means repeating the same word or phrase too often. This makes content hard to read and can hurt your rankings. Google is smart enough to recognise synonyms and variations of your keywords. For example, if you’re focusing on personal injury solicitors, you don’t need to write "solicitor" in every line. Google also understands related words like "lawyer" or "legal advisor". Write naturally and include your main terms where they fit. This way, your content stays user-friendly and still signals its topic clearly to Google.
Use Clear Headings and Logical Structure
Structure your service pages in a clear, logical way. Use headings and subheadings to break up information. Start with a descriptive main heading that includes the service (and location if relevant). Then use subheadings for different aspects of the service. Make sure the page flows logically: begin with an introduction, then details or FAQs, and end with contact information. Clear headings make it easy to scan your page, and a logical flow keeps readers engaged and helps Google understand your law firm’s content.
Add Clear Calls to Action
Every service page should guide the reader on what to do next. Encourage users to take action by adding a clear call to action (CTA). This could be a prominent "Contact Us" button, a phone number, or an enquiry form. A direct invitation to contact your firm can nudge potential clients to reach out. This not only increases enquiries (the main goal of your law firm’s website) but also keeps visitors on your page (which is good for legal SEO too).
Show Your Expertise and Trustworthiness
Stand out by showing why clients can trust your law firm. Mention your experience, qualifications, and successes on the page. You can also add trust signals such as professional accreditations or client reviews to build credibility. Include these elements in a balanced way so they don’t distract from the main content.
Use Internal Links within Your Law Firm’s Website
Link your service pages to other relevant pages on your site. On law firm websites, internal links (links between pages on your site) help visitors navigate and also help Google find all your pages. For example, on a divorce law page, you might link to your child custody page through the text "child custody services". Connecting related pages in this way makes your site easier to use and can improve your law firm’s SEO strategy.
Optimise for Local SEO (Location Pages)
If your law firm serves multiple areas, create separate pages for each location. This is important for local searches. For example, if you operate in both Manchester and Leeds, have one page targeting "Family Law Solicitors in Manchester" and another for "Family Law Solicitors in Leeds". Include the city name in the headings and throughout the content naturally. That way, when someone searches for a solicitor in that city, your page is more likely to appear. Local SEO is a vital part of SEO for law firms in the UK, as many people search for legal help nearby.
Optimise Your Service Pages Today
By following these steps, you can improve your law firm’s search rankings and attract more clients. Optimising service pages is not about tricks. It’s about making your content clear, relevant, and user-friendly. In digital marketing for law firms, well-optimised service pages give you an edge. With consistent effort, your service pages can become powerful legal marketing tools that showcase your expertise and drive more enquiries to your firm.
If you would like help with your law firm’s SEO strategy, contact our legal marketing experts today.
