Local Seo for lawyers: Best 20 Strategies for Attorneys for 2025

Today, everything is almost possible in this digitally driven era. Over 90% of users begin their search for legal services online, which makes it essential to use local SEO if you are a lawyer with an online website or app.

When someone searches for a lawyer near their area, you should appear at the top or on the first page of the search results. If it does happen, you will get a client, but you may lose them to your competitors if it isn't the case.

Local SEO isn't just about rankings. It is also about being relevant, trustworthy, and easy to find. Search engines keep changing, and this year, they focus more on what users are really looking for, showing results based on location and making sure websites work well on phones.

Local SEO will help you achieve all this, as it is effective in connecting you with the audience who is looking for legal help in your area. But how are you going to implement local SEO strategies when you don’t have one?

There are many ways you can improve your local online presence. In this blog, we will explore the 20 best strategies for attorneys and how local SEO services for law firms have become more important.

These top strategies are definitely going to help you grab the attention of more clients and appear on the search results when they search for lawyers and legal services in your area.

What is Local SEO for Lawyers?

Local SEO for lawyers is one of the best digital marketing strategies for law firms. Using this strategy, these firms can appear in local search results when a client searches for legal services that you provide in their area.

For example, when your client types in “best law firm near me” or any other query, your law firm can appear at the top of search results with the help of local SEO.

Local SEO becomes helpful when you want to attract clients who are nearby to your firm's location while also ensuring they can find and contact you for any legal help.

Key Components of a Local SEO Strategy

We should know the components of a local SEO strategy, as they will help you create a solid plan that will make your law firm stand out among others that offer similar services in local search results. Here are some components that will help form an effective local SEO plan for lawyers.

🔘Google Business Profile (GBP): You have to keep your profile updated with the general details, including photos and services.

🔘Local Keywords: Use keywords with your city or region, like “immigration lawyer in Leeds,” throughout your website and content.

🔘Consistent NAP: Your Name, Address, and Phone number must be the same everywhere online—website, GBP, and directories.

🔘Local Listings: These listings on legal and local directories help improve trust and your presence online.

🔘Local Listings: These listings on legal and local directories help improve trust and your presence online.

🔘Reviews: When you ask your satisfied clients to leave reviews and even respond to them, you are making a way to improve rankings.

🔘Mobile-Friendly Website: These websites are mobile-friendly, which means quick site loading. It also ensures your site looks good and works well on the user’s phone.

🔘Local Content: Here, the pages and blog posts are created that focus on your services in particular cities or regions.

🔘Backlinks from Local Sources: This component helps get links from local websites, blogs, or news outlets to build strong local authority.

🔘Schema Markup: This is also an essential component, as it allows you to add local business schema to your site code. This helps Google understand your firm's location and legal services.

20 Strategies That Attorneys Can Use For Local SEO

As search behaviour is changing very quickly, users also expect search engines to provide relevant results instantly.

Clients don’t just search for a “lawyer,”. They look for particular services offered by them, like a criminal defence lawyer near their location. If your firm isn’t showing up, your competitors will gladly take that client.

So, what you need are the strategies that can help make your firm appear in front of the users already looking for your services.

Here are the 20 best strategies for attorneys that will help with local SEO for law firms.

1. Claim and Optimise Your Google Business Profile

First things first: you need to claim and optimise your Google Business Profile. This strategy is the one that will lay the foundation for any local SEO strategy.

For lawyers, this Google My Business listing often appears right at the top of local search results, even above organic website links.

Once claimed, you need to ensure all details related to your law firm are complete, which you can also see in the image below.

🔘Law Firm’s Name

🔘Address

🔘Phone Number

🔘Website Link

🔘Hours of Operation

🔘Practice Areas

When you start creating your Business Profile, you will begin by entering your business name, your business type, website link, and business category. Then, you will need to enter all the above-mentioned information.

After filling in every detail, you can enter a contact number after entering your firm’s address. Next, you can put your business on the map. Enter the services, your business hours, and your business description to let users have clarity about your firm.

Use the description field to clearly explain your services, including keywords related to your legal expertise and location.

Also, you need to upload clear and the best quality images; it can be of your office, team, any event you have conducted, achieved any award, or anything you want related to your business.

After creating your Google Business Profile, you also need to keep it updated. This will allow more users to notice you and attract more inquiries.

2. Ensure Consistent NAP Information Across All Directories

Your NAP, which stands for Name, Address, and Phone Number, information should be consistent and the same on all online directories. You can build credibility with search engines and clients if it stay consistent, which is especially important for a new startup business.

In case the information is not the same on all online directories, like listing your office "Suite 5" on one site and "Unit 5" on another, it can affect your local SEO and make your business look like it should not be trusted much.

Search engines look for consistency in business information to check if it is legitimate. You need to ensure there is no inconsistent data, as it confuses both Google and potential clients.

Audit all your citations on sites like Yelp, Yell, legal directories, social media platforms, and more.

You can also use various tools to check and fix your listings. So, one of the best strategies is to keep NAP information consistent.

3. Target Local Keywords That Matter

One of the best ways to reach your local clients is to use keywords that your potential clients are using to search for law firms in your area. You can perform proper keyword research on tools like Ahrefs and SEMrush. There, you will know which keywords are going to rank.

However, these keywords should also focus on keywords based on location and should align with how your clients search.

If you use terms like “family lawyer,” you may not be able to attract traffic, but if you use phrases like “family lawyer in Birmingham” or “best divorce attorney in Leeds,” the chances of grabbing your target audience's attention increases because they are the ones who are looking for legal services in your area.

Use these keywords in your page:

🔘Titles

🔘Headers

🔘Content

🔘Meta descriptions

🔘Image alt texts

It will help improve your local relevance and ensure that when someone nearby searches for legal help, your firm shows up in the results.

4. Create Location-Specific Landing Pages

Your law firm may be operating in more than one city or region. This means you will need a different landing page for each location.

This helps improve your presence online in those particular locations, and you can even create content based on the needs of the clients in that area. Each page should include the city name in the:

🔘Title

🔘URL

🔘Headings

🔘Body Text

It should also include details that are relevant to your location, like directions, nearby landmarks, local testimonials from that area, and services.

Moreover, you should avoid writing duplicate content for each page. You should ensure the content is unique and your users find it engaging so that they can reach out to you immediately. This will help with local SEO for your business.

5. Optimise for Voice Search in Legal Queries

Voice search is becoming very common. You must have also used it to search for something on Google. We use it because it is convenient, and this convenience is also going to help with local SEO for law firms.

Clients will not ask for a robotic phrase, so you should rather target keywords like “Who is the best divorce lawyer in London?” or “How do I file for divorce?”

You need to use language that is often used in voice searches, like natural and conversational. You can focus on this language, along with long-tail keywords that show how users speak.

You can also create blogs, FAQs, and service pages that answer these questions. This helps your site to appear in voice search results, giving you an advantage over your competitors.

6. Get Listed in Legal and Local Directories

Legal and local directories are the sources of information that people trust more when looking for attorneys. That is why, if your law firm is listed in these directories, you gain both credibility and backlinks.

You should then move on to local business listings, such as Yelp, Yell, Justia, FindLaw, etc. Google will also add information related to your law firm, including your office location and contact details, by looking at the info entered on these directories.

Each listing should include your correct NAP info, description, website link, and business categories. The more quality directories your law firm is listed in, the more citations and quality backlinks you will have. This will help improve your local search ranking.

7. Focus on Mobile Optimisation

Most searches start on phones. Many users often prefer to use their mobile phones when they want to search for something, and looking for legal help is no different. A mobile-optimised site should:

🔘Load under 3 seconds

🔘Have buttons and text that are easy to click and read

🔘Display content correctly without zooming or scrolling sideways

🔘Have intuitive navigation

🔘Accessible contact information

Google also uses mobile-first indexing, which means it prioritises your mobile performance in its ranking. This is good for your users and SEO too.

8. Gather and Manage Online Reviews

Online reviews are like a trust signal. Positive client feedback is, therefore, necessary for lawyers because it is a deciding factor for someone choosing your firm over another.

You need to encourage your clients who were satisfied with your services to leave reviews on your Google Business Profile and legal platforms if they achieved the expected results with the help of your law firm.

You should also send them a follow-up email after a successful case with direct links to your review pages. Moreover, you need to respond to all the reviews.

These reviews will also let you know what you are lacking in case of bad reviews, and also give you a chance to improve your services. This will definitely help you with SEO.

9. Use Schema Markup for Law Firms

Schema markup is a type of code you add to your website to help search engines understand your content better. With the help of schema markup, you can tell Google that:

🔘Your site belongs to a law firm

🔘List your services

🔘Display client ratings

🔘Show business hours

For your law firm, you can use the LocalBusiness or LegalService schema, as it will make rich snippets, like star ratings or quick answers, appear under your search result. These enhanced listings catch the eye and improve click-through rates.

10. Build Local Backlinks with Authority

Backlinks remain a top-ranking factor in SEO. Do you know why? This is because backlinks signal to search engines that your content can be trusted. Thus, you need to focus on earning links from local and industry-relevant websites. This could be:

🔘Local news websites

🔘Blogs

🔘Bar associations

🔘Legal education organisations

🔘Community event page

You can build backlinks by:

🔘Sponsoring events

🔘Hosting webinars

🔘Offering quotes to journalists

🔘Writing guest posts for legal blogs

🔘Hosting a legal Q&A night

This is one of the best strategies for local SEO for lawyers because, with this strategy, you just need to get trusted websites to link back to your firm’s website.

This lets Google know that you are a source that can be trusted for legal information in your area. The valuable backlinks will help improve your SEO and boost your authority.

11. Add Legal FAQs to Your Website

You may sometimes wonder why many legal or other businesses add FAQs to their website. That is because it helps capture more search traffic, which means more visitors and great local SEO.

With the help of these FAQS, users will already have answers to questions they usually wonder when it comes to legal concerns and solutions.

You should include direct questions and their answers, like “How long does a personal injury claim take in the UK?” so you can add a simple one or two sentence answer to it. This increases your chances of showing up in local search results, and if your results are great, you can also appear on Google’s featured snippets.

However, ensure you use simple language and structure your answer more clearly. Plus, FAQs help you build trust, showing that you understand what potential clients need and are ready to help.

12. Leverage Social Media for Local Engagement

Social media platforms are great for local engagement. This makes it necessary to stay active on platforms like Facebook, LinkedIn, and Instagram. It is beneficial for more reasons, such as:

🔘Staying connected with your community by posting about your services, legal tips, case updates, or local news.

🔘Joining local groups and answering users’ questions related to the law.

You can also use local hashtags and geotags and tag other local businesses. It doesn’t directly affect SEO rankings, but it can lead to more traffic and engagement, which does help.

13. Host Local Events or Webinars

Another best strategy for local SEO for lawyers is hosting local events or webinars. It is a smart way to promote your expertise and build local trust. You can promote these events online and offline.

When local websites or media outlets mention your event, you will gain backlinks and exposure. It is also a great way to generate leads and build relationships with the community.

After the event, write a recap or post the recording on your site to keep getting SEO value even after the event is over.

14. Create Location-Based Blog Content

You can’t write the same content for every audience. Each of your clients will be different, and you need to write the one that will help bring in more visitors and clients.

You write blogs that include information regarding a particular location. It helps signal relevance to search engines and allows your law firm to rank higher on local searches.

For example, instead of just writing about “how to file for bankruptcy,” you can write “how to file for bankruptcy in London.” These types of blogs show search engines that your content is tailored for a local audience.

It also helps potential clients feel like you understand the laws and issues specific to their city or region. Also, ensure to keep your content updated to ensure the topics match what users are searching for.

15. Use Geotagged Images on Your Site

Now, let’s come to the photos that you add to your website. There must be various pictures of your office, team, or local events. You can make them more SEO-friendly by geotagging them. This means you will be adding location information to the image files.

It helps search engines understand where your business is located, which supports the efforts you are putting into making the local SEO successful. Also, you should use descriptive filenames and alt text for each photo.

For example, you name a file “lawyer-office-in-Birmingham.jpg” rather than using “image1.jpg.” These small changes are going to give your local SEO a helpful boost.

16. Get Featured on Local News Sites and Podcasts

Another strategy you can use is getting mentioned in local news stories, blogs, or podcasts. You can use this strategy to build trust and also improve your local SEO.

You can reach out to those who cover business or legal topics, like local journalists, bloggers, and podcast hosts, and share your opinions on such topics.

For example, if there are any changes in tenant laws, you could talk about those changes. If they feature you, they will likely include a link to your website. This is great for building your website’s authority and helping it rank higher in local searches.

17. Build a Referral Network with Local Businesses

If you are thinking of creating a partnership with other local businesses, then you are definitely using a smart way to get seen by more users online. It can be like teaming up with real estate agents, doctors, accountants, therapists, or anyone who may work with clients who also need legal help.

These partners might mention your law firm on their websites or refer their clients directly to you. This builds local backlinks and brings in potential new clients. It's a win-win strategy for both SEO and networking.

18. Optimise Your Website’s Speed and UX

If you are not providing the best user experience, you may miss out on this amazing ranking factor in local SEO. Your website should not be slow and confuse the visitors, as it may lead to:

🔘Visitors leaving your site quickly

🔘Increased bounce rates

🔘Negative impact on rankings

You need to ensure your law firm’s website loads fast, even on mobile devices. You should also do the following:

🔘Optimise images

🔘Remove unnecessary scripts

🔘Use caching tools

The law firm website design should also be simple, have easy navigation, and clear CTA buttons so users know where they should click to reach out to you. A smooth, professional experience keeps users engaged and makes it easier for search engines to crawl and rank your site.

19. Monitor Local SEO Metrics and Track Results

The best strategy after you have implemented every technique for local SEO for lawyers is to track your SEO performance continuously.

If you aren’t tracking it, the efforts you have put into local SEO will not be successful, which means all your efforts will go down the drain. You can monitor local SEO metrics and track results using tools like:

🔘Google Analytics to monitor website traffic sources and user behaviour.

🔘Google Search Console can help identify which local keywords are driving clicks. 

🔘BrightLocal or Moz can provide a local ranking report and citation tracking. 

🔘Google Business Profile will also offer insights into the number of calls, directions, and website visits coming from local searches.

If you review these metrics on a regular basis, it will help guide your SEO strategy and help you make adjustments based on the changes required to ensure great results. Without tracking, you are just guessing.

20. Hire a Local SEO Expert (If Needed)

Lastly, the most important strategy you can use is to hire a local SEO expert. If you are managing yourself, then you must be spending a lot of time on this, which you can utilise to handle more client cases and grow your practice.

Also, if you are unsure about how to start or want better results, hiring an expert who offers local SEO services for law firms can be a better option. An experienced specialist can:

🔘Optimise your website

🔘Manage your Google Business Profile

🔘Create content

🔘Build backlinks

🔘Ensure your firm is appearing when prospective clients are searching locally

This helps you stay competitive without having to figure it all out on your own. If you are ready to take your law firm's online presence to the next level, Arramton is here to help, which is also one of the best SEO companies in the UK.

Our team of SEO professionals have an understanding of the legal industry and offers personalised solutions to ensure your website is visible to more users in local search.

Get in touch with Arramton today, and let us help you attract more clients from your area with smart, effective local SEO strategies.

Conclusion

We have covered a lot in this blog, and by now, we hope you know about the strategies for local SEO for lawyers and attorneys that can help their law firms grow in 2025.

Every strategy we shared plays a unique role in boosting your visibility on online platforms and search engines, like creating and optimising your Google Business Profile, making landing pages for every location where you provide services, targeting the right local keywords, and using voice search optimisation.

If all of these strategies feel overwhelming or you just want to make sure it’s done right, remember — hiring an expert for local SEO services for law firms can take the pressure off your shoulders. That’s where Arramton comes in.

We specialise in helping law firms like yours stand out in their local areas with effective and tailored SEO strategies. Contact Arramton today to stay visible and let your clients find you when they need legal help the most.

Frequently Asked Questions

Q1 What is local SEO, and why is it important for lawyers?

Ans Local SEO means improving your presence online on local search results. It will help people nearby to find your law firm when they look for legal help. It helps your firm show up in local search results, like on Google Maps or in “near me” searches. This is important for lawyers because most clients want someone close by and usually pick from the top results they see.

Q2 How does Google Business Profile help with local SEO for attorneys?

Ans Google Business Profile does help with local SEO for attorneys. If your profile shows your law firm’s contact details, working hours, reviews, photos, and directions that they can use to reach you and find your location on Google Maps, then you can expect great SEO results. Also, you have to keep your profile updated to ensure your firm appears in the local search results.

Q3 How can online reviews impact my law firm’s local SEO?

Ans Reviews are very important because they will show how your firm works and its reputation, whether the clients were satisfied or not. Google looks at the number, quality, and freshness of your reviews and then decides where to rank your business. This is the reason why positive reviews will have an influence on the local SEO for your law firm, but in a good way.

Q4 Do I really need a mobile-friendly website for local SEO?

Ans Yes, you will need it for local SEO. This is because most users usually first start their search on mobile. A website that is mobile-friendly also loads quickly, looks clean, and can be used easily. These websites are also given preference by Google when it comes to search rankings.

Q5 How long does it take to see results from local SEO?

Ans Local SEO takes time; it is not an instant result-providing process. The results can show around 3 to 6 months. You also need to ensure your listings, content, and reviews are optimised, as it will further help you achieve the results that you had expected.