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Without proper search engine optimization (SEO), it doesn’t matter how professional your legal site looks or how fast it runs, you won’t see lead generation because it won’t be ranking on the first page of Google. With all the different industries out there, you want to make sure that your Legal SEO is on the right track.

A top SEO marketing strategy is crucial if you want your legal website to successfully funnel new clients to your firm.

To give you a taste of what Fannit can do for you, the rest of this page explains:

  1. The 4 key areas where we optimize your website
  2. What we’ll accomplish in the first 30 days of partnering with your legal firm.
  3. The benefits of good Legal SEO
  4. Tips for mobile SEO success

Whether you want help creating an attorney lead generation strategy, an entire site overhaul, or simply need some fine-tuning, our team at Fannit has the experience and capabilities to solve all your legal website’s SEO problems. We have spent over 10 years developing our Legal SEO processes. Our team has a proven track record of drastically improving rankings for legal firms and heavily increasing client lead generation, so get in touch with us today to learn more about our law firm and legal marketing services.

SEO For The Legal Industry

The 4 Key Areas Your Site Needs Legal Search Engine Optimization

There are four major categories that your site needs legal SEO for. At Fannit, we like to call these categories TRAP.

The TRAP acronym translates to:

  • Technical
  • Relevancy
  • Authority
  • Popularity

Here’s what each of these areas stands for and how Fannit helps your law firm use TRAP to get onto the front page of Google.


Technical is the foundation of our Legal SEO efforts on your site and is where we make sure Google is able to crawl and index your lawyer website. If Google can’t index it, no one will find it!

Google uses relatively simple programs called crawlers to literally read your site line by line. If your site’s structure makes it complicated for these crawlers to analyze, then you won’t get the results you want.

Luckily, our team can examine and test your website to ensure that all elements on your pages are functional. Here are three examples of what our technical team repairs during this stage of the process:

  • HTTP/HTTPS conflicts
  • Broken links
  • Slow loading speed


Relevancy is all about making sure your site does what you say it does. Readers don’t like to be tricked, so if the content on your site doesn’t match your links and keywords, then you could be damaging your bounce rate (the number of people that exit your site after only viewing one page).

This is important because Google takes bounce rate as well as other relevancy indicators into consideration when calculating your website’s ranking. At the same time, if a potential new client accesses your site and leaves right away, it’s a bad sign in terms of lead generation.

During the relevancy stage, our team will do keyword research and help you by:

  1. Determining searcher intent
  2. Bolstering thin content
  3. Removing duplicate content


The main way Google determines a website’s authority is by evaluating the quality of its backlinks. In simple terms, backlinks are users that are redirected from other sites to your law firm website. Law firm websites that receive backlinks from reliable sources tend to get a boost in rankings. If your legal site has backlinks from spammy or low-quality websites, then Google may think that your site is spammy too.

Our team of backlink experts will ensure that:

  • All your backlinks are coming from valuable sources
  • You are constantly building more quality backlinks
  • Image hotlinking isn’t hurting your speed


Popularity brings the previous three phases together by ensuring your legal website is SEO optimized for your human audience. The content on your website is important, but you also have to ensure it has the right layout, color contrast, font, and size.

Additionally, there are dozens of other factors that affect usability and user experience as a whole. This includes loading time, the complexity of your website’s interface, and the graphic elements presented to your target audience.

Fannit will help improve your popularity signals by:

  • Making sure your content can be easily scanned by readers
  • Optimizing your post and page descriptions
  • Publishing online press releases

How Fannit Takes Your Legal Website From Good To Great In 30 Days

Our time-proven process for getting your website’s legal SEO started is called IRON — what can I say, we love a good acronym.

IRON stands for:

  • Interview
  • Research
  • Organize
  • Nail It!

Here’s what each of these areas stands for and how Fannit helps your legal firm use IRON to get you more clients.


The goal of the interview phase is to catch us up on your company so that we understand your law firm as well as you do.

During this process, we’ll conduct a series of interviews with you and your team to make sure we understand what you do, inside and out, as well as identify your law firm needs.

We need to be able to replicate your voice when we are designing your marketing strategy and web content, so having ongoing communication during the first 30 days is crucial.


Research takes place at the same time as the interview phase. This involves our team doing extensive research on your industry, your target audience, competitors, your current search results rankings, and the keywords you need.

We also do a vigorous Legal SEO audit of your law firm’s website to see what issues you are currently facing and how our marketing efforts can turn these around.


The organizing phase is all about developing your marketing strategy. Getting new clients is always the main goal, but we need to take a look at your current marketing efforts, budget, your firm’ s website content, and all other aspects of your plan.

Once we’ve gathered the necessary data from the interview and research phases, we will sit down with you for a research review meeting. The purpose of this meeting is to determine where your company is currently. And, to start forecasting where you want it to be in one month, one quarter, and one year from now.

Our law firm marketing strategist will then begin work on a comprehensive marketing plan to be presented to you at the end of the first 30 days.

Nail It!

Once we’ve developed a strategy, it’s time for our production team to jump into action.

They will start laying the groundwork for TRAP and will also begin implementing new technology on your legal site. This includes improved lead intake systems, tracking technology installation, and analytics configuration to name a few.

As part of your marketing efforts, we will also craft all content that will be published through your site as well as any other channel we’re in charge of. From social media to Google My Business and LinkedIn, our team can manage different parts of your law firm marketing strategy, so you can focus on delighting clients.

See These Systems In Action

Don’t take our word for it. Here are three case studies presenting the results of Fannit’s dedicated Legal SEO & law firm marketing strategies:

A Dependable Organic Search Service for Law Firms

To learn more about our legal SEO and law firm marketing services and to hear how Fannit is able to help you reach your target audience better, get in touch with us today!

As a law firm, a consistent stream of new clients is the lifeblood of your business. A few years ago, marketing your law firm with ads in the paper or on the radio would have been enough.

Today, however, when people are looking for legal services, they do an online search for lawyers in their area. If your law firm website does not rank on prominent search platforms like Google, you can lose potential clients to competitors who have high-ranking websites.

Modern law firm marketing is all about timing. If your business website is readily available to your potential clients when they’re looking for a lawyer, estate planning, or any type of legal services, you’ll have a higher chance of being noticed.

What is Organic Search Marketing for Law Firms?

Legal Search engine optimization (SEO) is a process that involves generating traffic organically from Google and other search platforms. The best way to get more traffic from organic (unpaid) sources is to land in the first 10 positions on Google search results. 9 out of 10 users won’t get past the first page, so you need to get your site to the top positions if you want to consistently attract traffic from search platforms.

Before your website can appear on the top results, however, it must be optimized for search engines. There are hundreds of different factors that affect your page’s rankings, so you need to ensure that all of these are properly addressed to get the right results.

Search platforms like Google and Bing have systems in place that collect information from all web pages on the internet. These search platforms use algorithms to turn the data it collects into search results that are relevant to the search terms.

The more relevant to search terms and valuable the information on a website, the higher the website will rank on these results pages. As a result, more people will notice your site and contact you to schedule a consultation.

Optimizing Your Law Firm’s Website for Search Engines

A search engine’s objective is to show users the most relevant and the highest quality results for their queries. To meet these requirements, you must improve your website’s user experience. For example, your posts should be easy to read, and your website should have a fast loading speed.

You should also focus on topic clusters instead of keywords. Search engines’ algorithms are becoming increasingly sophisticated, and you should consider user intent, rather than targeting the different ways that searchers phrase their search queries.

Below, we’ll go over some of the digital techniques you need to implement to develop a successful law firm marketing strategy.

Create a Detailed Plan

Before developing your marketing materials, you need to establish a detailed plan that will help guide you as your law firm grows. For starters, you should create a set of realistic goals for your law firm marketing strategies. Getting new customers is always a good starting point, but you also need to look at the options available and develop a plan to attract potential customers.

It’s important to assess your budget and set objectives that are realistic for your law firm. If you aim too high, you may set yourself up for failure and waste valuable resources. Instead, you should start with basic goals that can be measured, for instance, reducing your law firm website’s loading time, attracting a certain number of users per month, and so on.

Even though it needs to be realistic, remember that your law firm marketing strategies should be wholesome. In other words, you need to define the changes you will implement, how these will help you attract potential customers, what you will do to transform them into new clients, and how you will delight them thereafter.

Research Your Audience

As a lawyer, you interact with your clients almost on a daily basis. But, even though many law firms believe they know their clientele, conducting thorough research can reveal valuable information that allows them to create useful and engaging content.

There are many different ways to research your audience, so you need to take different approaches and weigh the results to make your own conclusions.

For starters, you should study the buyer’s journey, or the steps that most people take on the way to becoming clients. In the vast majority of cases, the buyer’s journey can be broken down into three stages, which are awareness, consideration, and decision. As part of your research, you should learn to identify where prospects are and to create and deliver content accordingly.

Additionally, you also need to look at your current customer base and create buyer personas, or fictional representations of your ideal buyers. Most lawyers have a few specialties, so you need to create various personas to represent the different clients you want to market your law services to.

Determine What Tactics to Use

Digital law firm marketing provides a high degree of flexibility, but this also means that you have a wide range of options to choose from. Every law firm is different, so you need to examine your unique circumstances and determine which digital marketing strategies will yield the best results.

Legal digital marketing is also flexible in terms of budgeting, making it an ideal fit for law firms of all sizes. Even with a relatively small budget, you can develop an online Legal marketing plan that includes basic website SEO and content marketing. Law firm marketers that understand the industry can make small improvements that have a significant impact on the performance of your campaign, so you can start seeing gradual results and grow from there.

Once your budget allows it, you can focus on the development of a Facebook page, email marketing automation, Google My Business listings, and other techniques that will lead to a successful law firm promotion campaign.

With the above in mind, there’s a wide variety of techniques you can use to market your law services. Let’s take a look at some of the most effective techniques available to attract potential clients and promote your law firm’s services online.

Inbound Marketing

Inbound marketing is a customer-centric promotion philosophy that can help connect your law firm with potential clients that need your legal expertise. This technique employs a variety of additional marketing strategies to create a great online experience for potential clients. This includes the creation of quality blog posts as well as the implementation of forms that collect contact information from each user, including phone number, name, and email address.

Although it focuses on your audience rather than your services, the main goal of inbound marketing is to get business from new as well as recurring clients. This means that every step you take should work towards informing potential clients about your services, encouraging them to contact your law firm, and delighting them after the case has concluded.

Content Marketing

Content marketing aims to develop functional, high-quality content in the form of blog posts, ebooks, white papers, and other formats. These resources help you showcase your knowledge and explain how working with your law firm can increase the chances of a positive outcome.

Although it’s a good starting point, your content marketing plan should be part of a larger strategy. This approach works extremely well with inbound marketing and SEO because it focuses on creating quality content, which can improve user experience and increase your chances of getting top rankings in Google search results.

Some of the different types of content you can create include:


Everyone wants to work with a knowledgeable lawyer, but having a fancy degree isn’t enough to count as marketing for a law firm. Track record, years of experience, and the knowledge you showcase will help your clients evaluate your company, making blogs a great way to promote all of these at the same time.

Keep in mind that simply setting up a blog page and writing a couple of posts is not a good strategy. Instead, you should develop a detailed posting schedule and invest resources into researching trending topics and writing relevant blog posts that your new and existing clients want to read.


To make things simple, ebooks can be viewed as the evolution of blogs in the sense that these pieces of content also cover popular topics that are relevant to new as well as existing clients. However, ebooks are much longer and are usually presented in downloadable formats, so they can cover specific topics in-depth.

Remember, in addition to providing solutions for common challenges your clients face, ebooks should also have a purpose in terms of marketing. Instead of publishing your ebooks without anything in return, you should exchange your resources for contact information, like email address, phone number, and name.

Reports and Whitepapers

Reports and white papers tend to be more technical than ebooks, but they follow a similar format. These downloadable resources usually feature information collected through independent research or third-party content and it’s designed to raise awareness about an issue as well as provide a set of solutions that your audience can implement, depending on their specific circumstances.

For example, a lawyer that wants to create a white paper can cover topics like the different injuries caused in an accident and how much long-term care for these damages really costs. This can feature case studies from clients or information from reliable sources collected through extensive research. Law firms can even use both resources in a single white paper and attempt to create an industry-defining resource.

Legal Organic Search Marketing

It’s common for a lawyer to think of Legal SEO whenever she or he thinks about digital marketing. To law firms, it’s also important to find the best combination of strategies, which means that flexibility is essential for success.

The beauty of Legal SEO is that it works well with all other techniques on this list, not only inbound and content marketing. SEO is often regarded as one of the most affordable digital marketing alternatives because it only aims to attract organic traffic, but it has the ability to consistently generate a large number of leads.

If you want to create a successful Legal SEO marketing plan, you need to consider both on-page and off-page ranking factors. In other words, the different types of variables that affect your position in search results.

On-Page Ranking Factors

On-page SEO ranking factors can be defined as all the website variables that impact your position in Google results pages. This includes elements like loading time, content quality, keywords used, and your website architecture. All of these factors are directly under your control, at least to some extent, but you have to understand which ones have the biggest impact.

It’s important to note that your site metrics also affect your rankings. For example, bounce rate, average time spent on page, and the number of pages viewed can all help search platforms determine whether or not you have quality content.

Off-Page ranking Factors

If on-page variables are located on your website, then off-page ranking factors are elements that also influence your ranking but are not under your direct control. This list includes review website ratings, social media profiles, and local listing platforms like Google My Business.

As you can imagine, off-page ranking factors are much harder to manage than on-page elements. Not many reputable review sites allow companies to remove bad ratings and there could be hundreds of local directories that need to be updated. The most challenging part is that besides knowing what to do you also need to have a good relationship with your clients so they can help you when you need them most.


Pay-per-click (PPC) is often viewed as the paid version of SEO. The vast majority of law firms promote their services through Google’s paid network, so their ads are displayed at the top of each search above the organic results.

However, running a paid ads campaign is completely different than an SEO or inbound plan for your law firm. Your PPC manager needs to find relevant keywords that won’t deplete your budget quickly and develop a legal marketing plan to monitor and optimize your campaign.

Google Ads

Whether you’re a lawyer that’s just started a law firm or an established expert that runs an established legal practice, Google Ads is your best choice to run a PPC campaign. In the US, 4 out of 5 people report using the internet to find local product and service providers and Google is the most popular search engine in the world.

If you’re running a campaign on Google Ads, your main goal should be to get the top PPC positions while keeping your costs low. Law firms only have to pay for their ads whenever they generate clicks, but there are different methods you can use to reduce your cost per lead and get the most out of your marketing dollars.

Social Media

Social media networks are now a part of daily life for millions of Americans. Every day, more people turn to social media platforms to find local experts and ask questions about their services. You should have a lawyer Facebook page that your new and existing clients can use to get in touch with your business and learn about the services you offer.

Moreover, social media can also be used to publish your content and amplify your reach. You can use both organic as well as paid social media techniques that drive more traffic to your site and get more exposure for your legal marketing resources.

Email Marketing

Email proven is a tried and tested digital marketing technique that can drive more business to your law firm. That said, most law firms find it hard to monetize their list of clients, mostly because of poorly crafter emails and lack of automation.

In simple terms, email marketing requires extensive knowledge of the buyer’s journey. Your email marketing plan should be created around prospects and engage them at crucial parts of their decision-making process. Instead of tracking and sending manually, you should automate your emails and set up different behavioral or time-based triggers.

Law Firm Reputation Management

Modern reputation management techniques focus heavily on digital channels because they allow your clients to share their experience with your company. This feedback is available to all other clients, so you need to monitor and manage your reputation on these platforms.

Not only should you monitor review sites like Yelp, but also local directories and all social media platforms that your audience uses frequently.

Develop a Plan that Includes Your Chosen Methods

Now that you understand the different types of marketing techniques you can implement in your law firm, it’s time to develop a plan with the best tactics. As we mentioned before, your law firm is a unique business, so you need to develop a tailored marketing plan to drive more traffic to your firm’s website.

Determining which platforms provide the highest chances of success may take some time, but having the support of an experienced agency can help you get the results you want as quickly as possible. At Fannit, we specialize in digital marketing for law firms and we usually focus on creating a custom strategy that has four distinct stages.

These are:

Attract and Engage

The first part of your legal marketing plan will focus on attracting and engaging new clients. Most people that need to find a lawyer will use a smartphone or laptop and choose the most attractive website. In this stage, you need to focus on creating valuable content that ranks high on Google’s results. For example, you can create resources for users looking for estate planning services, for instance a checklist or how-to guide to help them find the best law firm.


This stage focuses on converting prospects into leads by collecting contact information and preparing them to speak with your sales team. It’s crucial to have a comprehensive automation mechanism that helps nurture prospects into leads and eventually new clients, so take the time to develop a sound sequence that generates quality leads.

Close Sale

Once your leads are ready to speak to your sales team, it’s time to close those deals. The most important thing during this step is the handover between the marketing and sales team. If you get it right, your new clients won’t even notice the transition. But, if you don’t ensure a seamless handover, the client will notice inconsistencies and lose interest in working with your company.


Your legal marketing plan should not stop after you’ve completed a sale. Having a good relationship with your new and current clients can increase the amount of recurring business and help you garner positive attention in the form of a good reputation. Make sure to set up follow-up emails and other elements that help ensure your clients’ happiness even after you’ve delivered your services.

Implement Tracking and Monitoring Tools

Online marketing is an attractive alternative for most law firms because it allows for intricate tracking. It doesn’t matter if you’re a successful lawyer or trying to get your new firm off the ground, it’s important to ensure that your marketing spend is producing results. From your firm s website to your PPC campaigns, there are tracking tools available that will allow you to monitor the performance of your campaign and ensure that you have a positive return-on-income.

Optimize and Adjust Your Legal Marketing Campaign

Unlike traditional approaches, online marketing campaigns can be adjusted based on the results they’re generated. Your website, PPC campaigns, and other parts of your business promotion strategy should be optimized regularly to ensure your content is up-to-date and provides results in terms of performance. Keep in mind that you need to collect enough data before assessing your website’s statistics, but the optimization process will greatly increase your chances of attracting new clients.

The Benefits of Organic Search Marketing for Legal Firms

If you’re focusing on online marketing, one of your law firm’s goals should be to achieve higher rankings on Google. SEO can help you understand how search platforms calculate your law firm site rankings, so you’ll know what changes you need to increase your chances of success.

Some of the benefits of focusing on SEO include:

Reach Potential Customers When They Need You

Inbound marketing and Legal SEO have many similarities. But, the most important one may be the fact that they both seek to connect your law firm with people who are looking for a lawyer. Your content will focus on reaching customers who are actively looking for a lawyer, law firm, or some form of legal business in their area.

Increase Traffic to Your Site

The most obvious benefit of Legal SEO is that it helps attract more visitors to your site. The vast majority of people don’t get past the first page of Google’s results when looking for a business website. If you want to attract a significant number of visitors through organic means, the only real alternative is to work on your website’s SEO and gradually achieve better rankings for your law firm.

Develop Outstanding Content

The concept of Legal SEO is simple, but it’s not solely about getting better search rankings for your business website. As with all promotion tactics, the goal of your law firm marketing plan is to attract users that have a high chance of becoming clients. Your content will be read by real users and SEO can ensure that it delivers actionable information that has true value.

Consistently Produce Leads Through Your Website

Producing awesome content is a must, but your business website should also be designed to generate sales. SEO can help you create content for the different parts of the buyer’s journey, gently ushering your prospects down the sales funnel while delivering actionable information. Plus, your content will also have strategically-placed calls-to-action that help users decide what to do next.

Take Control of Your Digital Reputation

We’ve already covered the importance of monitoring your online reputation and the different steps you can take to improve off-site ratings. Your content also plays an important part in this equation, so having high-quality, SEO-friendly pieces can give you the recognition you deserve as an expert lawyer.

Measure the Success of Your Marketing Strategy

Like all other forms of online marketing, your law firm SEO efforts can be monitored so you can measure the results of your campaigns. Not only will your law firm have performance metrics available, like the number of visitors and time spent on your website, but you also have the ability to track the number of leads and revenue generated from your content.

Connect with Your Firm’s Local Audience

SEO is an essential tool for reaching out to potential local clients who need legal services. With location-based SEO, you can increase your online visibility in your specific geographical area.

Low-Cost Marketing

Since you do not have to pay to rank organically on search engines like Google, you do not have to allocate a budget for advertising. By optimizing your site, you eliminate a lot of AdWords and PPC costs, which can save you a lot of money in the long term.

Establish Trust

People generally trust Google to show the most reputable company first. Optimizing your website and ranking high on search engines will go a long way to build the credibility of your firm in your area.

Is Digital Marketing Only Suitable for Large Law Firms?

Running a one-lawyer show is already challenging, but larger law firms have a unique set of challenges they need to overcome to remain successful.

From website design to sales generation volume, online marketing is scalable and it can support prolonged growth for law firms of all sizes. This promotional approach can help lift your law firm above its current performance and it works extremely well with established techniques, making it a popular choice for expanding practitioners.

If you want to learn more about implementing online marketing into your law firm, contact Fannit and start discussing your project right away.

How to Produce the Best Content for Your Legal Marketing Campaign

Law firms need to have extensive knowledge about their audience to produce alluring content. In addition to the language your clients use when looking for a law firm, you also need to understand the three stages they go through before making a decision.

These are:


In the awareness stage, your audience members have realized they have a problem, but they are not sure what options they have available. At this point, your prospects are researching all types of solutions, including working with a lawyer or managing the legal side of things on their own.


After the awareness stage comes consideration. At this point, users have identified different solutions and are currently evaluating their favorite options. In this section, it’s imperative to highlight the general benefits of working with a lawyer.


Finally, the decision stage. Your prospects have conducted extensive research and they are ready to make a choice. Here is where you dazzle them with your unique selling point and tell them why you are the best lawyer for the case.

How Fast Will Your Firm See Results?

Just like law firms, each online marketing tactic is different. Some provide immediate results and others are more gradual approaches. Successful campaigns usually combine strategies that provide immediate as well as gradual results for your law firm.

PPC and other forms of paid online marketing can help you get leads through your business website right away. Establishing good SEO takes much longer, but it can help reduce the cost for each lead you generate through your website.

Optimizing Your Digital Marketing Strategy for Mobile

More than half of all internet searches are now conducted on mobile devices, so your business website has to be suitable for different screen sizes. Responsive web designs can adjust your content and layout to any screen, including smartphones, tablets, and other mobile devices.

The best part is that you don’t have to manually adjust your law firm’s site. A responsive design:

Focuses on Navigation and Usability

The biggest difference between smartphone and computer users is the way they navigate your law firm site. Responsive designs optimize your site’s interface for navigation, so visitors can use swipe and tap commands intuitively.

Readjusts Images to Ideal Size

If your images are not the right size, it can affect your entire law firm site’s layout and result in a negative experience. In a responsive website, your images are readjusted to fit the user’s screen in order to maintain the right structure regardless of the screen size.

Format Contact Forms for Mobile

It’s common for law firms to have amazing mobile websites that don’t produce results. One of the most common reasons is a long contact form that’s not optimized for mobile. On smaller screens, it’s much harder to fill out the forms on your law firm site but a responsive design can ensure that there are fewer required fields, making it easier for users to contact you.

We Can Help

Optimizing your site can be an overwhelming prospect, especially since many Legal SEO techniques are technical. As a legal professional, you may not have a working knowledge of search engine optimization to carry out Legal SEO techniques and improve your website’s ranking.

Fannit can help. We have in-depth industry knowledge and follow a tactical approach to formulate and implement Legal SEO strategies for your practice. Contact us today to achieve high search engine rankings, increase your online visibility, and gain life-long clients.

“FANNIT is able to provide visibility to our marketing performance and that has helped us realize higher ROI on our overall spend.”
Matthew Russell
Managing Partner at Russell & Hill, PLLC
“After working with FANNIT for the past couple of years, I would absolutely say that they are a great marketing & SEO company - I highly recommend them!”
Matthew Leyba
“FANNIT has helped us dramatically improve our local rankings, has grown our brand in 13 markets, and is integral to our digital marketing success.”
James Hill
Managing Partner at Russell & Hill, PLLC