21 Ways to Attract More Backlinks to Your Law Firm’s Website

As a small law firm owner, you know the importance of balancing quality legal services with successful marketing and business strategies.

Attracting new clients, serving existing ones better, and increasing profits and revenue are all top priorities. However, coordinating all your resources effectively to start implementing your law firm’s marketing strategy is daunting.

The good news is that if you approach it strategically, there are many ways for you to stay competitive.

In this blog post, we’ll share 20+ ways to get more backlinks to your law firm’s website, a critical factor in improving your website’s SEO and attracting high-quality traffic.

What are backlinks?

A backlink is a link on a page on any other website that leads back to your law firm’s website.

law firm backlinks

Backlinks are important for search engine optimization (SEO). They signal to search engines like Google that other websites consider your content valuable and relevant. And Google uses backlinks to determine the quality and authority of a website.

When a website links to your law firm’s website, it gives you a digital thumbs up. The more backlinks a website has, the more likely it is to rank higher in search engine results pages (SERPs).

However, not all backlinks are created equal.

Search engines also consider the quality and relevance of the linking website when determining the value of a backlink. A backlink from a high-quality, authoritative website is more valuable than a backlink from a low-quality, spammy website.

Why do backlinks matter for law firms?

As mentioned, backlinks act as a “vote of confidence” from one website to another. They tell Google that your website is reputable and worth ranking highly.

When you start to focus on your law firm’s SEO, you’ll have to create a lot of content. Once this content starts to rank and drive traffic, you’ll earn backlinks organically.

However, it’s a good idea to take a proactive approach when building backlinks to get more reputable backlinks.

Note that Google places a premium on “natural” links. A website linking back to one of your blog posts in its own blog is natural and highly valued. Whereas purchasing links isn’t generally recommended.

21 ways to build backlinks for your law firm

Here are several ways to build backlinks for your law firm today.

1. Leverage your network

A straightforward yet underrated approach to link building is to ask fellow lawyers and attorneys in your network to link to your site.

This tactic is particularly effective when the linking site is related to your industry.

For example, you can ask other lawyers that blog to include a link to your law firm as a resource for people seeking a different legal service in your area.

2. Explore alumni lists and directories

Many college and university websites feature a section dedicated to their alumni; some are willing to give you a backlink.

Check your school’s website to see if that’s available to you.

3. Consider Better Business Bureau (BBB)

While BBB links are all nofollow, meaning they don’t pass on any link equity, they can still drive traffic to your site.

Note that BBB listings typically require payment.

4. Submit your law firm to local directories

Link Building for Law Firms Yelp Directory
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Look into general directories like Yelp and Yellowpages. In addition to that, see if there are local directories you can get listed in.

5. Relevant legal directories

Even better than general directories are niche legal directories. Consider listing your law firm on Avvo, FindLaw, and Justia, to name a few.

These directories provide valuable links and drive traffic directly to your site — traffic actively looking for a lawyer and could turn into a paying client.

Aside from a backlink, these directories are home to client reviews, boosting your local SEO and providing social proof.

6. Help a Reporter Out (HARO)

HARO is a platform that connects journalists with sources for their articles and publications. 

You can respond to journalists’ queries and potentially get featured in reputable publications. This can earn you a link back to your website and valuable media coverage.

7. Social media

Most social media platforms, including Facebook, Instagram, Twitter, and LinkedIn, allow you to include a link back to your website.

Although not all of these links are followed, they can drive traffic to your site. Moreover, social media mentions may benefit your SEO efforts.

8. Linkable content

You can earn backlinks naturally by publishing high-quality content that other sites would want to link to.

Linkable content like eBooks and other downloadable content can help you achieve this goal. Identify relevant topics for your audience, turn them into a downloadable resource, and publish them on your website to attract links.

9. Content marketing

To maximize your reach and earn more backlinks from content, it’s important to get your content out there. This involves a content marketing strategy to promote your content across different platforms, such as your email list, social media, or sending it to external publications.

Law Firm Newsletter Social Media

By increasing the visibility of your content, you increase the likelihood of getting it in front of people who enjoy it and want to share it.

10. Attending in-person networking events

In addition to asking your network for backlinks, attending in-person networking events can also help you form new connections that may lead to backlinks.

Focus on building genuine relationships and connections. You may come across someone willing to interview you for their website or podcast, which could result in valuable links.

11. Utilizing web tools

A specific example of linkable content, developing web tools can get you tons of backlinks while providing value to website visitors.

It’s a bit advanced, and you’ll likely need to outsource, but the results could be worth it.

Consider creating tools like calculators that are valuable to your audience. For example, a family law firm might want to create a child support calculator.

12. Newsletters

Focusing on owned media is effective and cost-efficient.

Newsletters, specifically, are effective when they offer users compelling and valuable information. If your law firm’s newsletter covers legal news, provides interesting insights, or offers unique content that can’t be found elsewhere, you could gain a large number of subscribers and possibly even receive backlinks to your newsletter and website as a whole.

13. How-to guides

Build content that answers popular [how to] keywords related to your practice area.

For example, content answering questions like “how to file for divorce,” “how to remove a bankruptcy from a credit report,” or “how to fight a DUI” answer questions your audience is asking.

It’s a great way of establishing trust and increasing your conversion rates, but more importantly, these blog posts and guides could be linked to by other sites.

14. Quora

An easy way to establish EEAT and earn nofollow links in the process is to answer questions on Quora.

legal advice quora
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It’s essentially a Q&A site where anyone can ask a question for the public to answer. The best answers tend to get more upvotes and appear above all other answers.

Consider answering questions related to your practice area. If you’re a family lawyer, you can answer questions related to divorce or custody, for example.

15. Attend speaking events and conferences

Participating in speaking events and conferences, especially as a speaker, can help you establish valuable connections that may lead to backlinks.

When you land a speaking opportunity, not only do you get backlinks from the event organizers, but also from attendees who might share your content. You’ll also generate referral traffic and social media buzz, all good for your SEO.

16. Charities and non-profits

Non-profit organizations often have donor pages on their websites where they list the names of individuals and businesses that have contributed to their cause, often with a link.

Don’t overdo it, as these links can be perceived as paid and aren’t as valuable. But if you feel passionate about a cause and genuinely want to donate, then it’s just another perk.

17. Sponsor events

Consider sponsoring a local event, like a sports team or auction. It’s common to get a link back to your law firm’s website.

You’ll also generate buzz and receive recognition from organizers and participants, which could lead to clients.

18. Offer scholarships

Many law firms have started offering athletes, law schools, or high school and college students scholarships. It’s an excellent way to give back, earn a backlink in return, and establish your reputation locally.

19. Cover current events

Consider using your expertise to offer an interesting and insightful take on current events.

It’s an effective way to draw in traffic and potentially get picked up by other publications and general social media buzz, Covering topics that are still relevant (and interesting to the general public) but still within your niche.

20. Evergreen content

Content is the number one way to attract backlinks organically.

We recommend creating a lot of evergreen content on your blog. It’s content that’s forever relevant, answers your audiences most common questions, and is worth ranking for on Google.

For example, ranking on Google for “how to file for a divorce in [city]” will get you a ton of local traffic, backlinks, and even new clients overtime, with a single upfront investment.

21. Legal magazines/publications

You can gain backlinks by being featured on industry-specific websites and magazines that are constantly seeking new subject matter experts.

They may offer interviews, accept guest contributions, maintain directories, or host a resource page. Conduct a search for legal websites that provide such opportunities and try to secure a feature.

Level up your law firm’s SEO by getting more backlinks

There are many ways to earn backlinks for your legal website, but it requires effort and creativity.

As you generate more and more backlinks, you’ll notice your website’s authority score going up and your overall rankings improving. After all, they’re a crucial ranking factor, as mentioned by Google and other search engines.