The fundamental idea of Massachusetts lawyer SEO (search engine optimization) is straightforward: take advantage of well-known strategies to improve your law firm’s visibility online. Creating material that establishes you as an authority, for example, or technical activities like ensuring your website’s architecture and code are optimized are all examples of this.

SEO might be a significant investment, but it’s an important element of the marketing mix for businesses operating in a competitive market like the legal sector. However, there are difficulties: Some law firms that engage outside companies may be disappointed by the lack of availability or improvements to search engine rankings.

Those who attempt to do SEO in-house may discover a difficulty in finding competent candidates that are experienced with Local SEO, copywriting, and link building. These are all uncommon talents that aren’t usually possessed by one individual. Whether you’re new to SEO or fall into either of those categories, this search engine optimize guide for attorneys can assist you in getting the biggest bang for your buck.

Massachusetts Law Firm SEO Tips

For lawyers that focus on the right things, SEO success is simple. These tips will help you focus in on search engine optimization techniques that get results.

Lawyer SEO Tip #1: Content

The text on your website is the most important element of search engine rankings, traffic, and leads because Google is focused on connecting searchers with the most useful content. Because of this, Google mostly relies on text to determine if a website page will give a good response to a user’s search term. The more confident Google is in your material, the higher your content will be ranked.

Google learns from the outcome of each referral to a page on your website. If the visitor lands on your website and stays there, Google will be more likely to serve up your website to similar searchers in the future. If the visitor quickly bounces from your website, this tells Google that your website information may not be useful for those types of searches and will prioritize other websites in search results.

The importance of content in SEO is paramount, and without it, SEO success isn’t possible. The other components highlighted below all play a supporting role. For solopreneurs and small law firms in Massachusetts, this is great news because you can compete with larger, more well-funded firms even if you have a small digital marketing budget.

Lawyer SEO Tip #2: Good Website User Experience (UX)

The practical aspect of website design is known as user experience (UX). The objective approach to client acquisition taken by UX-driven legal firm websites statistically increases the chances that visitors will become leads.

There are three considerations for the best UX experience:

The first is site architecture, which refers to how you have organized the content on your website. It should be straightforward for visitors to find the information they are looking for without having to dig for it.

The second consideration is your content readability.

  • Is your content well-written?
  • Does it get to the point?
  • Is it written in terms that your audience can easily understand?

You want your content to be as easy to read as possible. For this reason, avoid moving background elements or animations that shift the focus off of your message. Minimize eye strain with a good-sized font and adequate contrast between your text and background.

The third is conversion opportunities. Your website should make it simple for visitors to become leads by taking them through activities such as educating, qualifying, selling, and converting them. We subscribe to the “don’t make me think” method, and recommend including various calls-to-action (buttons, internal links, etc.) to guide the visitor towards the action(s) you want them to take.

By following the three considerations above, you can easily convert website visitors into paying clients, no matter what industry you are in.

Lawyer SEO Tip #3: Optimize Your Website Structure

There are three structural standards that must be met in order for your content and UX to operate smoothly. Your law firm’s website must adhere to the following criteria:

  • Mobile-Friendliness: The website is mobile-friendly and responsive design is the standard for legal firm websites. Every visitor has the best possible experience with responsive design, which adjusts the UX automatically for all devices and screen sizes to ensure that no one is left out.
  • Security: Your website’s security certificate should be valid and up-to-date, and it should apply to all pages on the site.
  • Fast Loading Speed: Visitors must be able to access and view the content they desire quickly before scrolling. To outrank rivals, your site doesn’t have to be quicker than them; rather, it must be quick enough that visitors are not frustrated.

Keep animations, menu effects, video backgrounds, and other similar elements to a minimum as they can distract visitors from your message and bog down your site speed.

Lawyer SEO Tip #4: Comply with Search Engine Guidelines

Google’s policies state that it prefers high-quality original material and penalizes manipulation or duplicate content. Spammy or black hat SEO tactics like link purchasing, copying content from other websites, keyword stuffing, and the like are at best ineffective and at worst detrimental to your visibility in search results.

Lawyer SEO Tip #5: Increase Your Domain Authority with Quality Backlinks

Authority is a measure of how trustworthy your website is compared to other sites vying for the same keywords. It’s determined by your content’s usefulness, how easy it can be navigated (UX), and the amount of inbound links your website has from other websites.

Inbound links, which are links to your website from other websites that you are not affiliated with, can help or harm your SEO strategy. Links may signal either useful content or a desire to deceive Google.

You should never pay for or seek out inbound links because it is ineffective and runs counter to Google’s guidelines. Links are earned through legitimate, relevant material that other websites, not under your control or supervision, link to without request. The higher the domain rank of the website linking to your website, the better for your authority.

Ideas for great inbound links include those from legal directories like or, the Better Business Bureau, and Alumni lists/directories, to name a few. Since most lawyer websites don’t contain any inbound links, getting just one would give you a great advantage. Click here for more ideas on attracting quality backlinks for your law firm website.

Lawyer SEO Tip #6: Start a Blog

In the first point, we mentioned the importance of having high-quality content on your website. Now let’s take it a step further and talk about generating consistent, helpful content via blog posting to help you rank for more keywords.

Here are some interesting blogging statistics:

On average, businesses that blog experience twice as much email traffic as businesses who don’t. (Source: Opt-In Monster)

Blogs can yield an increase of 434% for indexed pages and a 97% increase in indexed links. (DemandMetric)

Companies with blogs gain an average of 67% more monthly leads than companies without a blog. (DemandMetric)

A high-quality blog is one of the most important lead-generating elements of an effective attorney website, and one of your most effective SEO tools. If you don’t have the time or inclination to blog, you can find professional copywriting services to handle it for you.


If you are looking to improve your legal website’s SEO, concentrate on creating high-quality material while ensuring that the UX is user-friendly. Your credibility will develop naturally, inexpensively, and permanently as a result of this strategy.

These tips, along with other technical, on-page, and off-page SEO techniques, can provide you with great results in a few short months. If you need help with your attorney website’s visibility, we can help! Check out our SEO packages here or contact us to learn how we can help your business grow.

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