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Attorney Crossing Fingers To Avoid Mistakes In Law Firm Website Seo

Across all industries, competition can be fierce, and the legal profession is no exception. With more and more people being accustomed to doing their transactions online, it’s now a must for your law firm website to rank well in your potential customer’s searches.

However, law firm SEO requires particular skills and it’s easy to make mistakes along the way. While business owners can implement SEO campaigns themselves, most times, it’s better to choose a reliable SEO agency to help you cover all bases.

What is SEO?

SEO is a digital marketing technique that develops your overall online presence to increase the organic search traffic to your website and thus increasing your rates of conversion.

How Seo Works

Graphic by Đào tạo SEO Bát Quái on Medium

From research to analytics, SEO services encompass a lot of efforts, both on-page and off-page. According to DigitalMarketer, SEO has a reputation for being the most difficult area of marketing to succeed in. While it may not be easy, there are definitely ways to boost SEO rankings.

And the same is true for SEO for law firm websites. It’s good to stock up on SEO tips for law firms, and it also pays to know what to avoid doing. These are some of the mistakes that lead to poor performance on Google rankings:

1. Outdated content in your law firm website

Outdated content makes it look like you haven’t been online in a while.

When clients are looking for a legal firm, they go through its website to see the type of services it offers. Unfortunately, some fail to update their content, making the company seem dormant. Visitors might assume that it may take a while to get a response from you on your law firm website.

Keep in mind also that old and useless content may just be slowing down your law firm website, and Google will have to crawl and index these less important pages. They might index these rather than focusing on your more important pieces.

2. Not paying attention to your loading speed and mobile-friendliness

According to Google, 53% of internet users will leave a web page that loads for more than 3 seconds.

In addition, most people are finding solutions to their problems using their smartphones. So websites should be optimized for this experience.

Any material that is not maximized for faster loading time or mobile-friendliness will increase the likelihood of abandonment. While a video may look interesting it might just take too long to load. Or you may have written an informative article, but it just doesn’t translate to a mobile-friendly layout. These could cost you your law firm website visitors.

It’s therefore important for your law firm website not just to look good, but to make sure that your visitors are having a good experience once they’ve reached your site.

3. Keyword spamming for the sake of SEO

When SEO started gaining momentum, most websites and even law firm SEO experts used keywords excessively, making their content look repetitive and not reader-friendly.

When a keyword is overused, it makes content lose value to the readers, and Google will penalize your site for it in the search rankings.

Regardless of how good a piece of content is, stuffing it with keywords makes for an awkward reading experience. Law firm websites should ensure that their keywords are used naturally, and if they lack an opportunity to use them, they should not force them to fit.

4. Broken links in your law firm website

Broken Link On A Law Firm Website

Photo by Erik Mclean on Unsplash

These are links that lead your potential clients to a blank page once they click. It is not only annoying but can also be alarming to these clients. Being in the legal field demands a lot of attention to detail, which broken links can portray otherwise.

An efficient law firm website gets rid of these links because Google filters the non-functional links, and it hurts your ranking. There are tons of tools available for fixing this problem like Google Webmaster Tools or Screaming Frog SEO Spider Tool. Therefore, you do not have to prepare them manually.

Make sure also that you are checking both the outbound and internal links in your law firm website. These links are helpful for improving your search rankings.

5. Poor content readability

Content Marketing Institute emphasizes the importance of keeping things simple for your readers. While legal terms and concepts may not be the easiest of subjects, it’s best to keep your explanations as straightforward as possible.

In writing for SEO for law firm websites, pay attention to the length of your words and sentences, and your grammar. Make sure to check your content structure as well, and how you use your language.

Law firm SEO experts will also agree that a friendly tone of voice can go a long way when it comes to increasing engagement on your law firm website.

6. Not allowing reviews

The reviews section of a website is another crucial aspect when it comes to Google ranking.

In this section, customers leave their feedback, according to their experience with the company. It promotes trust in your expertise and experience. A law firm website design that omits this part is not likely to rank well compared to one that has this section.

For its part, Google uses the reviews section to evaluate a company’s authenticity, together with the company’s response rate. If your company gets many reviews and you are prompt in responding to them, your ranking improves.

7. Content duplication from other law firm websites

Duplicate Content

Graphic by Moz

Law firm SEO experts may argue, but technically, duplicate content doesn’t cause your site to be penalized.

However, Google tries its best to provide quality search results for its users so it will work to determine the original source of the content and display that one.

If you are producing a lot of duplicate content (those that appear on the Internet in more than one place) you lose a chance of ranking high, since there will be different websites sharing the same information. 


It also shows a lack of creativity and authority over what you are offering.

Among the best SEO tips for law firms is to make sure you run your content through duplication-checking tools before publishing. They will help you point out similar content that you can change before uploading.

8. Lack of SEO strategy for obtaining backlinks

A backlink is like a vote of trust for your law firm website.

In doing SEO for law firm websites, it’s essential to understand how links can affect page authority. Links from high authority websites to yours increases both the readers’ and search engines’ confidence in your site.

To obtain backlinks for your law firm website, most law firm SEO experts recommend getting listed in legal directories, educational institutions, legal blog lists, or other agencies that govern your legal practice.


Many mistakes that law firms make to affect their ranking on Google can be avoided. Some of them may seem minor since most of these firms cling to traditional marketing methods.

With these SEO tips for law firms, you now know what to avoid so you can improve your visibility on Google searches.

If you want to make sure you avoid these common mistakes for your law firm website, get in touch with us so we can help you in your search rankings.

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