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Law Firm SEO: Marketing Specialists for Law Firms

Specialists in SEO for Legal Firms in the UK

Law firms have a difficult time in modern marketing.

The abolishment and crackdown of referral fees shook the market, losing millions of cases across the UK market, that seems to be just the start with more restrictions on the way for email marketing.

That leaves only a handful of options for lead generation across the industry.

Luckily we’re specialists at just that, we’ve been operating in the law and claims management arenas for nearly a decade, delivering leads and cases worth over a billion pounds.

How does SEO for Law Firms differ?

SEO is fairly cross-transferable to any market but there are obviously certain restrictions, guidelines and rules that we have to be aware for link building, content marketing and social media for example.

Luckily for you we’re well versed in the do’s and don’ts of SEO for law firms, we’ll just get on with it and start putting leads through the door.

Typically our search engine optimisation for law firms isn’t a lot different to the tactics used in other large and competitive markets, often we find ourselves targeting a mix of services, locations and complexities. For example a law firm we work with target a mix of the locations they cover and the top level keyword-services they sell.

So what other options do I have to get cases?

Generating leads for law firms can be tricky depending on the channel and massively expensive in others but we operate a bit of a mix, from those quick wins but high cost methods to the slower burn but more permanent and cheaper tactics.

Here’s a cross section of the channels that we always recommend as viable options, which is most suitable will depend on your particular requirements but all have their merits:

  • PPC Advertising
  • Email Marketing
  • Press Advertising Local/National
  • Affiliate Marketing
  • PR and News
  • Social Media

If your law firm is looking to add to its lead generation numbers through SEO or other marketing tactics, or you just need numbers and are not sure how to achieve it, give us a call and we’ll go through your options.

Beginners Guide to Law Firm SEO

With so much competition for law firms in modern day society, it can be difficult to lead the way in your marketing strategies. In order to gain success in the industry, it is essential that your company keeps up to date with innovative new strategies to maintain its visibility to potential clients.

seo for law firms There is no doubt that search engines are currently one of the most popular ways of sourcing information, services and products. A website can maximise a company’s overall visibility substantially, allowing potential customers to find your services easily and converting to clients with one easy phone call. However, without good rankings on search engines, it is likely that potential customers will struggle to find your services, and you will be left lagging behind your competitors.

In order to make the most out of your website, it is highly important to obtain good rankings for relevant keywords on Google searches, so that potential customers can find you.

What is SEO?

Search engine optimisation, more commonly referred to as SEO, is the process of using several tactics to improve the ranking of a website on search engine results when potential clients search for a keyword or term. This is done by selecting appropriate keywords which are likely to be searched by potential clients when interested in your services, and targeting them with great content and the right strategies.

What are the benefits of SEO for law firms?

There are hundreds of law firms around the UK, and each one is constantly competing for business. In the race against your rivals, it is highly important to be at the top of the game when it comes to all your marketing options.

There are many different marketing strategies to choose from, all of which are likely to help your business to succeed in different ways. It can be difficult to know which will be the most prosperous option for you, but the fact is that Google searches are the most popular way to find services and products. We think the decision is easy: a website and good SEO is your key to success.

SEO is the most cost-effective, innovative solution to suit all your marketing needs.

SEO is one of the most important ways of advertising your law firm, and is a current trend, which is likely to become more and more popular as time goes on. It is a good idea to get a head start as soon as possible; other companies may be employing similar tactics to you. SEO will allow your business to climb up the search engine results, meaning more online visibility and more traffic towards your website. Naturally, this will result in more business and a growth in your online platform.

SEO is a great way to target your marketing efforts towards relevant potential clients. Investing in law firm SEO ensures that your website will be seen by people who are likely to be interested in your legal services. This is more efficient than other very pricey advertising methods such as radio or television advertisements, which are likely to reach a lot of people who have no need for your services, as well as a minority of people who may find the advertisement to be relevant.

To sum up, a good law firm SEO campaign means increased search visibility, more traffic towards your website, more enquiries and ultimately a website put to good use to maximise your business opportunities. What more could you need?

Why choose SEO as a law firm marketing strategy?

Considering the options for marketing a law firm, some usual choices include social media, press advertising, and affiliate marketing. Much like other marketing strategies, SEO is not an overnight solution, but research suggests that it is the most fruitful option, resulting in creditability, business visibility, and a high amount of traffic coming towards your website, all resulting in more business.

seo for law firms targetsThe number of Google searches conducted is on a constant increase, as websites and the internet become more and more accessible wherever a user finds themselves by use of smartphones and tablets.

When choosing a law firm, individuals are highly likely to conduct research via a Google search to pick a law firm for their needs. Due to the importance of many law cases, it is highly likely that individuals would choose a law firm which appears to be well established, highly regarded with a quality website, not to mention popular. A good search engine ranking for a potential client’s keywords or search term is likely to suggest all these good qualities in one first impression, and we all know how important first impressions are in the world of business.

After a good ranking is achieved, a well-presented, modern and efficient website which is optimised to the maximum is the next step to conversion.

SEO consists of two different elements: the offsite techniques, and the onsite strategies. At dapa Marketing, we have an offsite team and an onsite team, some of which are law firm SEO specialists.

The onsite team work on web development, website hosting, maximising the website for conversion optimisation, and the general upkeep of the website and onsite materials themselves, making the website more appealing and usable for potential clients. At dapa Marketing, our onsite team offer full support for all your website needs, working with you and your requirements to ensure that your website meets the needs of your company.

Meanwhile, the offsite team at dapa Marketing work hard to create quality content which will be used for the landing pages of your website if needed, or for the architecture of links being constantly built towards your website. Our offsite team are enthusiastic writers who learn reams of information about your industry in order to create quality, relevant pieces of writing. We build varied links of high authority and low authority to ensure that your website is analysed by Google to be natural, well-established and relevant to your keywords.

Unlike other marketing options, SEO is a long-term investment. The results may not be instant; they require hard work, dedication, the right strategies, and time to make a significant difference to the overall visibility of your website. However, the benefits of this are that once the work is done, your money is not lost. Unlike PPC, SEO also has a lasting effect on your onsite visibility and the credibility and optimisation of your website.

Do I need an SEO company to manage the campaign for my law firm?

At dapa Marketing, we know that Google is tricky beast to tame at the best of times, with algorithms and complexities constantly changing. With over a decade of experience, a wealth of knowledge and an unmatchable team of law firm SEO experts, we understand how to combat the SEO difficulties many people face when going it alone.

As well as knowing all the top secret fruitful ways of creating a great law firm SEO campaign, at dapa Marketing we have also seen the dodgy tactics which many people believe will improve their SEO. What’s more, we know what will work and what should be avoided.

In the past, many illegitimate SEO methods were used which are now deemed as unacceptable. In fact, methods which were once considered to be permissible are now not accepted by Google, and are likely to do more bad than good for your rankings.

If Google analyses your website to be practising unacceptable or obvious SEO methods, a penalty may be put in place, meaning that your website could not rank at all.

In terms of SEO for law firms, it is highly important that your company maintains a good reputation, particularly when it comes to your website. This could involve associated sites, links, and the maintenance of the website. If your website is in the wrong hands, it could end up being linked to inappropriate websites, highly affecting your company’s reputation.

To avoid penalties being put in place, make sure a good reputation is being upheld, and to make sure that your efforts are being put to good use, it is highly advisable to employ a professional SEO company like dapa Marketing to deal with all your SEO needs.

Choosing your keywords

When starting a law firm SEO campaign, the initial stage of choosing your keywords is one of the most important steps to getting your campaign off on the right foot.

With so many different law firms to compete with in terms of SEO, it is highly important that you choose keywords which you feel are most relevant to your particular firm. This could include particularly popular services, services that your lawyers specialise in, and location. An example of this could be ‘Injury Lawyers Plymouth’.

By choosing keywords specific to your particular firm, you will be able to ensure that your campaign is targeting people who are most likely to be interested in your services, meaning that your traffic rate will be higher alongside your conversion rate.

As well as making sure your keywords are highly relevant to your company, it is also essential to consider other factors such as the search volume of your search term, to make sure that your search term is a realistic term that people will actually be searching for. This will ensure that your efforts are not wasted on ranking for a keyword which nobody will search.

dapa Marketing have much experience in law firm SEO, and we can help you to pick keywords which will be the most beneficial for your campaign. On considering your campaign, we will work with you to understand your business and your aims to pick the right keywords for you.

How is SEO for law firms different?

SEO is a fairly transferrable process for most markets, consisting of tactics which can be adapted according to the industry and aims of the company. However, when it comes to link building strategies, there are certain restrictions, guidelines and rules which are advisable to follow in order to maintain a well-presented law firm SEO campaign.

In most instances, we are able to employ the same SEO tactics for law firms as for other industries, as the skill set is transferrable. However, having much experience in this sector gives us a heads up for the kind of keywords, content and tactics which will be most effective for the progression of your campaign.

For law firms, it is of particular importance that an SEO company should take care over the links and references made in the content for the client. This is because the matters dealt with and the issues associated with law firms can occasionally be somewhat sensitive and/ or controversial.

dapa Marketing have much experience in dealing with SEO campaigns for law firms. Our team of experts are well-versed in writing appropriate content, ensuring a top-quality website is maintained, and making sure the law firm SEO campaign progresses with no complexities.

Why choose dapa Marketing for your law firm SEO?

When choosing an SEO company for your law firm, it can be difficult to know where to start, with so many options available to you. You are likely to be bombarded with companies promising you excellent results instantly and a number 1 spot in no time.

At dapa Marketing, we don’t give out unrealistic promises. We understand that there is a lot of competition in the legal sector, but we have the correct tactics to ensure that you will climb up the results. Instead of offering highly improbable guarantees, we aim for attainable targets particular to your industry and company.

We don’t pretend to know more about your company than you do, but we will give it our best shot to understand all that we need to create a successful campaign, and we already have a pretty good grounding, having much experience in the legal industry. Using our experience, a wealth of knowledge and unmatchable expertise, we can ensure a successful campaign from the outset.

We will never keep you in the dark about the progress of your campaign; instead we will be completely and brutally honest about your prospects and aims. We wouldn’t take on a campaign which we suspected was not going to be beneficial for the client.

At dapa Marketing, we are also committed to giving you regular updates as to how your law firm SEO campaign is progressing in terms of keyword rankings and the overall results. With SEO being a constantly changing, tricky game, some months may be good, others perhaps not so hot, however we will always be honest with you and we will ensure that the overall results of the campaign show upwards movements, reaching the aims we have proposed.

At dapa Marketing, we understand that if we do a good job on your law firm SEO, you will be successful, possibly able to expand your campaign with us, and everyone will benefit. In simple terms, the success of our clients means success for us, so we are dedicated to your campaign, not only for you but for us as well.

If your law firm is looking to expand your business, gain more clients and be at the top of the game, give us a call to discuss your options for a successful campaign.

5 Mistakes You Will Make When Starting An SEO Campaign.

You found us on Google right?

So you know we can do what we say already. Unfortunately, there’s a collection of others who can’t help you, usually because they don’t focus 100% on search engines like us.

This has lead to a lot of people feeling fleeced, not trusting that SEO works and falling in to the same pitfalls we see every day.
Download our ebook now and learn how to avoid your SEO failing.

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iSmart Case Study

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We’ve helped them grow and flourish online through SEO in one of the most competitive markets in the world.

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We work together to ensure rankings are optimized, traffic is converting into customers and developing ways to improve their online presence.Read More Case Studies >>

Some of the SEO ‘Things’ We Get Up To

SEO is a goliath, there’s over 200 things that make up a solid campaign. On the most part we won’t bore you with the details, we’ll just take care of it, but here’s some of the headline acts.

Link Building

The most important strategy in any SEO campaign is link building. Typically this largely revolves around creating content which we handle too.


You have the resource internally to deliver SEO but you just need a helping hand with the strategy and some guidance.

On Site SEO

Though only 5% of SEO, the onsite factors behind a campaign are important.
The foundations are built at the start with small tweaks as we move forward.


Why is your website not ranking? Why is there no traffic? Finding out is often the key to making your campaign successful.


In our larger campaigns we work closely to make sure that once the traffic is arriving from SEO it’s actually converting in to more business.

Penalty Removal

Stuck in an SEO rut? With all the algorithm updates many websites have penalties and simply can’t rank on Google. We’re specialists at penalty removals.

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