SEO Basics for Attorneys: What to Ask Your Website Designer

Did you know that 96% of people seeking legal advice start their search online? This means your website needs to be more than just visually appealing; it must be optimized to perform well in search engines. That’s where Search Engine Optimization (SEO) comes into play.

If you’re an attorney and in the process of building or revamping your law firm’s website, there are several important questions to ask your website designer to ensure it’s SEO-friendly. This blog will walk you through the SEO basics for attorneys, providing practical tips to help your firm improve visibility and gain more clients online.

96% of people seeking legal advice start their search online (Source)

What is SEO and Why Do Attorneys Need It?

SEO is the process of optimizing your website to rank higher on search engines like Google. The higher your site ranks, the more likely potential clients will find you. For attorneys, this is crucial because prospective clients often don’t know who to trust. They rely on Google to guide them to a reputable law firm.

But SEO isn’t just about keywords or links. It’s about building a strong online presence that signals to search engines that your site is trustworthy and relevant to people searching for legal services. Without good SEO, even the most beautifully designed website can fail to attract the right traffic.

Key SEO Benefits for Attorneys

Increased Visibility – Get found by potential clients who are searching for legal help.
Credibility & Trust – Higher rankings build trust in your brand.
Better User Experience – SEO focuses on improving site speed, mobile-friendliness, and navigation, all of which lead to a better experience for your visitors.

Important SEO Questions to Ask Your Website Designer

When you’re discussing your new law firm website with your designer, you must ensure they understand the fundamentals of SEO. Here are the key questions you should ask:

Can You Ensure the Site is Mobile-Friendly?

Mobile-friendliness is a top priority for SEO, as more than half of web traffic comes from mobile devices. Google’s search algorithm also gives priority to mobile-optimized websites. This means your website needs to look and function well on smartphones and tablets. Ask your designer if they are using responsive design techniques to ensure your site works seamlessly on any device.

Tip: Test your current site using Small SEO Tool’s Mobile-Friendly Test tool to see where improvements can be made.

53% of visitors abandon a website that takes more than 3 seconds to load. (Source)

How Will You Improve the Website’s Loading Speed?

Fast-loading websites rank higher on search engines and provide a better user experience. Studies show that 40% of visitors will abandon a site if it takes longer than three seconds to load. When discussing speed, your designer should focus on minimizing image sizes, leveraging browser caching, and reducing the use of heavy scripts.

Will You Implement On-Page SEO Elements?

On-page SEO refers to the content and HTML elements that help Google understand your site. This includes:

Title Tags and Meta Descriptions: These are the first things a potential client will see in search results, so they must be compelling and keyword-optimized.
Headers (H1, H2, H3): Properly structured headers help break up your content and make it easier to read. They also give search engines clues about what each section of your page is about.
Image Alt Text: Adding descriptions to your images helps Google understand the content of your images and can improve SEO.

Be sure to ask your designer if they will incorporate these elements into the design.

How Will You Optimize the Website for Local SEO?

As a law firm, your target audience is likely within a specific geographic area. Local SEO helps ensure that people in your city or region can easily find your services. This includes optimizing for Google My Business, ensuring your NAP (Name, Address, Phone Number) is consistent across directories, and embedding a Google Maps widget on your site.

Also, ask your designer to include local keywords, like “Seattle personal injury attorney,” naturally throughout your website.

What Kind of SEO-Friendly Content Will Be Included?

Content is king when it comes to SEO. Search engines rank websites based on the value of their content. Your designer should work with an SEO specialist to ensure that content pages (like your practice area pages or blog posts) are optimized for both keywords and user intent.

For instance, an attorney focusing on family law should target phrases like “Seattle divorce lawyer” or “child custody attorney.” But the content should also answer common client questions and address concerns in a meaningful way.

Are You Following Best Practices for URL Structure?

Clean, descriptive URLs improve user experience and SEO. They should be short, simple, and include target keywords where relevant. For example, instead of “lawyer123.com/page1,” opt for something like “lawyer123.com/personal-injury-law.”

Will You Integrate Analytics and SEO Tools?

To monitor the success of your SEO efforts, it’s important to track the performance of your website. Ask your designer if they will integrate Google Analytics and Google Search Console into your site. These tools allow you to monitor traffic, identify keywords that are driving visitors, and pinpoint areas for improvement.

74% of potential clients visit a law firm’s website to take action such as contacting the firm or scheduling a consultation. (Source)

Common SEO Mistakes Law Firms Should Avoid

While it’s important to ask your designer the right questions, it’s equally essential to avoid some common SEO pitfalls. Many law firms unknowingly make mistakes that can hurt their rankings.

Keyword Stuffing

Some law firms overuse keywords in an attempt to rank higher. But Google has become more sophisticated in detecting this tactic, and it can actually lead to penalties. Focus on natural keyword integration.

Ignoring Local SEO

Law firms need to rank well locally to attract clients. Ignoring local SEO means you’re missing out on potential clients who live in your area.

Not Prioritizing User Experience (UX)

A slow, hard-to-navigate website will drive away potential clients, no matter how great your content is. Prioritize site speed, mobile optimization, and a clean layout.

Working with Your Website Designer for SEO Success

As an attorney, you’re busy handling clients, so worrying about the technicalities of SEO may not be a top priority for you. However, partnering with the right website designer ensures that your law firm’s site is optimized for search engines from the ground up.

Be sure to ask your designer the questions outlined in this blog to ensure your website has a strong SEO foundation. Whether it’s about ensuring a mobile-friendly site, improving speed, or optimizing content, your designer should be prepared to handle these tasks.

For those looking to take their legal website to the next level, you may want to explore more specific options for Attorney & law firm website design. A professional web design service experienced in legal SEO can provide you with the tools and insights to stand out online and attract the right clients.

Building a strong SEO strategy might seem daunting at first, but with the right team behind you, your law firm can rank higher, attract more clients, and establish a strong digital presence.