Law Firm SEO Expert: Finding and Qualifying the Right SEO Company

Law Firm SEO Expert

Are you looking to position your law firm as a leader in your practice area in 2024? If so, you’re probably considering working with a law firm SEO expert.

As SEO specialists, our agency — JurisPage — understands the unique challenges and opportunities of optimizing law firm websites.

Whether your goal is to improve your website rankings globally or to dominate local search results, we know what it takes to get you there. And in this article, we’re going to break down how to pick the right SEO service to get you there.


Read more about our SEO services.



Why Hire SEO Services for Law Firms

Having a solid online presence is not an option for law firms — it’s critical for firms looking to grow. But many law firms have had poor experiences with legal SEO services.

The truth is that SEO does work. It’s the best way to build your online presence, shaping how your law firm is discovered. By optimizing for the right organic search results, SEO can elevate a firm’s visibility, making sure they appear right for the right keywords in the right place.

We’ve executed many transformative SEO strategies for our clients. Our work with Sando Law is a prime example.

Faced with the challenge of improving his rankings in a competitive and saturated market, Sando Law turned to us for expertise in legal SEO. Our approach was multi-faceted, focusing on keyword research, local SEO, link building, and content creation, all tailored to the firm’s specific practice areas and target demographics.

Not only did Sando Law see a significant improvement in website rankings and local search visibility, but they also experienced a substantial increase in client engagement.

“I trusted JurisPage to take the lead on building, maintaining, growing, and monitoring my business and ultimately, they were pivotal in the creation of an amazing, very busy law practice.”

sando law Sando Law, Andrew Sando


What to Look For in a Law Firm SEO Expert

Choosing the right SEO expert is challenging, but here are some things to look for.

  • Proven Experience: Look for a track record of success in improving SEO for lawyers.
  • Understanding of the Legal Market: An expert should have a deep understanding of your practice area and target clients.
  • Customized SEO Strategies: No two law firms are the same. Seek specialists who tailor their approach to your firm’s specific needs and goals.
  • Transparency and Communication: A reliable SEO expert should offer clear communication and regular updates on your campaign’s progress.
  • Focus on Relevant Metrics: They should prioritize meaningful metrics such as lead quality, case velocity, and conversion rates, rather than just clicks or impressions.
  • Integration with Technology: The expert should be adept at integrating SEO strategies with your firm’s existing CRM and digital tools for effective tracking and analysis.
  • Client Testimonials and Case Studies: Look for positive feedback from other law firms and tangible results demonstrated in case studies. Bonus points go to video testimonials, like the one Oykhman Criminal Defense filmed for us.

These seven ideas shape our agency’s values, setting us apart as a trusted choice for law firm SEO.

Our approach is client-centric, focusing on customized strategies, transparent communication, and meaningful metrics that align with your firm’s unique needs and objectives. Our SEO specialists have deep knowledge of tactics specific to major practice areas, including criminal defense and family law.


Choosing the Best Attorney SEO Expert for Your Firm

Most lawyers don’t have the time to learn and implement their own SEO campaigns. That’s why they hire a law firm SEO expert.

But it’s not as easy as choosing the first law firm SEO agency that pops up on Google. They come in all shapes and sizes, specializing in certain practice areas or charging way beyond your budget.

Here’s some advice for finding and budgeting for an SEO expert.

Budgeting for SEO Services

Many marketing agencies won’t disclose their prices on their website, forcing you into a call. While this is a perfectly valid strategy, it does make it harder to know what to budget.

At JurisPage, we begin by aligning budget expectations understanding that the landscape of legal SEO services is diverse. Some practice areas and locations are more competitive, requiring more of an investment for SEO to really start paying for itself.

We post our prices (for SEO, a monthly retainer) on our website for all to see and have no cancellation fees or binding contracts. And during your consultation, we’ll give you a realistic timeline to start seeing results.

It’s imperative to partner with an agency that not only promises but also demonstrates a proven process and track record in legal SEO.

Our approach considers several critical factors to tailor your SEO investment:

  • Your Firm’s Current SEO Work: The existing organic rankings and efforts your firm has made impact the strategy and budgeting.
  • Market Competitiveness: The intensity of competition in your local market for similar keywords and practice areas.
  • Aggressiveness of the Campaign: Your firm’s ambition in pursuing results and how quickly you want to see changes.
  • Scope of SEO Efforts: Whether you aim to focus on multiple aspects of SEO simultaneously or prefer a gradual ramp-up.
  • ROI-Focused Strategy: Above all, every dollar spent should be aimed at achieving a positive return on investment.

We also have a budget calculator tool, allowing you to estimate the number of leads you can expect based on your budget and practice area. Try it out below.


Law Firm Marketing Budget Estimation Tool


Investing VALUE/mon will yield between.

0 - 0 Sales leads per month.
$0 - $0 Costs per lead.

Please contact us to discuss your budget to see how we can best serve you.

The minimum monthly budget is $1,000.


The Role of Referrals and Reviews in Selecting an Attorney SEO Expert

Choosing the best SEO service for attorneys often begins with referrals. A recommendation from a trusted colleague or a former coworker can expedite your search. Referrals are valuable as they come from real experience and can’t be exaggerated like testimonials.

When discussing referrals, focus on relevant metrics:

  • The number of new cases generated.
  • The quality of these cases (i.e., ideal clients).
  • The percentage increase in relevant traffic.
  • Time saved by outsourcing SEO work.

Then, you can cross-reference the referrals with online reviews to get a full picture of what you’ll get if you hire that agency.

Check websites like Clutch, Google, Facebook, and the agency’s website for reviews.


How to Vet a Law Firm SEO Agency

Let’s dive a bit deeper into how to vet a law firm SEO agency.

Review Communication Practices

When looking for an SEO specialist, look for reviews mentioning how they communicate.

Pay close attention to feedback regarding their responsiveness and clarity in updates. Agencies with frequent complaints about communication should raise a red flag.

Many agencies go all-out during the sales process, but once you’re on the hook, they do a 180 and become unresponsive.

You should be able to get prompt answers regarding your SEO campaigns whenever you want.

Be Wary of Vanity Metrics

Many agencies will show off metrics like increased website visitors as a way of showing their success, but this is a vanity metric. What really matters is if those visitors convert and turn into leads.

Similarly, ranking on the first page of Google for irrelevant keywords isn’t going to drive business results. The focus should be on business-relevant metrics rather than superficial ones.

A proficient SEO company should emphasize metrics like:

  • Increased client acquisition and revenue generation.
  • The speed at which cases progress as an early success indicator.
  • Profitability per partner hour.
  • The caliber and potential of incoming leads.
  • The average financial value of each case.
  • Conversion rates from website traffic to client inquiries.
  • Ranking for keywords that are likely to lead to conversions.

Evaluate CRM and Results Tracking Integration

Your CRM is the lifeline of your law firm. It’s essential that your SEO agency can integrate with your CRM for accurate tracking. This is important to determine how potential clients move from being leads to active cases.

If the agency you choose doesn’t integrate with your CRM or have access to your Google Analytics, they can’t measure any of those all important metrics like conversion rate.

An SEO agency that integrates into your CRM can accurately track lead quality and demonstrate ROI.

It’s the conversion of leads to cases that matters, not just the number of leads. And any agency worth their salt will understand that.

Check Employee Turnover Rate

The turnover rate within an SEO agency is more than just an internal issue — it can directly impact the quality and continuity of your SEO services. High turnover usually indicates underlying problems in the agency’s leadership.

This can affect the long-term success of your SEO efforts. Stability in an agency’s team is a good sign of quality and competency — a team with veterans is typically more efficient than one with less experience.

Plus, frequent changes in staff can lead to communication issues and a lack of continuity in SEO strategy. To gauge this, consider researching employee tenure on LinkedIn and seeking honest employee reviews on Glassdoor.

Analyze Review History and Longevity

When selecting an SEO agency, do your due diligence and dig into their reviews.

Be cautious of firms that only show off short-term positive reviews or lack a substantial review history. These are often indicators of inconsistent performance.

Instead, hire an agency with a long-standing record of positive feedback. A consistent track record of success over time is a strong indicator of an agency’s reliability and effectiveness in managing SEO campaigns.

Scrutinizing Their Approach to Explaining Services

When evaluating SEO agencies, pay attention to how they explain their services.

While a jargon-filled and overcomplicated explanation might sound impressive, it’s often a way to cover up a lack of substantial strategy.

Instead, opt for agencies communicating their SEO approach in clear, understandable terms. They should focus on business metrics that matter, such as lead conversion rates and revenue growth.


How Successful SEO Services for Law Firms Operate

Success in law firm SEO relies on a partnership — an agency that becomes like an extended employee of your firm, combining expertise with a deep understanding of the legal market.

At Uptime JurisPage, we go beyond just providing a service — we collaborate closely with each law firm, immersing ourselves in the nuances of your practice and client needs. This partnership approach ensures that our SEO strategies are not just effective but also custom-fit your firm’s unique objectives.

We adopt an “in your shoes” philosophy. This ethos is reflected in how we handle contracts, reporting, and communications — all designed to be clear and client-friendly.

Our approach is comprehensive, encompassing:

  • Tailored Strategy: We develop strategies that resonate with your specific situation so our SEO efforts align with your practice area’s unique aspects.
  • Accountability and Monitoring: Keeping track of performance metrics is crucial. We focus on transparent reporting, allowing you to see the direct impact of our SEO strategies on your firm’s online presence and client acquisition.
  • Proactive Innovation: The SEO landscape is ever-evolving, and we stay ahead of the curve. By proactively adopting the latest SEO techniques, we ensure your firm remains competitive in the digital space.
  • Result-Oriented Execution: Our team is dedicated to delivering results. This means securing a premium position in search results and driving meaningful business growth through strategic SEO.

If you’re ready to make a commitment and become our next success story, you would be making a great decision.

Reach out today and find out how we can drive more leads and revenue to your law firm with a custom marketing strategy.

Client Results

Trey Porter Law is a leading criminal defense firm in San Antonio, Texas.

The firm focuses on DWI, DUI, and public intoxication defense. JurisPage was approached to support the firm with a new website design and a comprehensive Search Engine Optimization (SEO) campaign to generate higher visibility in Google’s search results and attract sales leads and inquiries.


The results are #1 rankings for the most competitive DWI terms in the San Antonio market.

The #1 keyword rankings include “San Antonio DWI Attorney,” “San Antonio DWI Lawyer,” and “San Antonio Public Intoxication Attorney.” Through the implementation of an SEO campaign, the firm has increased its monthly traffic by over 800%.

san antonio dwi defense