How to Audit a Law Firm Website for SEO

Orange County Criminal Defense Attorney

Conducting an SEO audit for a law firm website ensures it ranks high on search engines, attracts the right audience, and converts visitors into clients. Here’s a step-by-step guide to auditing a law firm website for SEO.


1. Check Website Performance

Start by evaluating the website’s technical health.

  • Page Speed: Use tools like Google PageSpeed Insights or GTmetrix to check loading times.
    • Aim for a load time of under 3 seconds.
  • Mobile-Friendliness: Ensure the website is fully responsive and performs well on mobile devices.
    • Use Google’s Mobile-Friendly Test.
  • SSL Certificate: Ensure the website is secure (uses HTTPS).
    • Search engines prioritize secure websites, and clients expect data protection.

2. Analyze Keywords

Identify the keywords your law firm is targeting and how effectively they’re used.

  • Relevant Keywords: Focus on terms like:
    • “California personal injury lawyer”
    • “Divorce attorney near me”
    • “Immigration lawyer Los Angeles”
  • Keyword Placement: Ensure keywords appear naturally in:
    • Page titles
    • Headings (H1, H2)
    • Meta descriptions
    • First 100 words of content
  • Competitor Analysis: Check what keywords your competitors rank for using tools like Ahrefs, SEMrush, or Ubersuggest.

3. Evaluate Content Quality

Content is critical for law firm websites. Ensure it’s valuable and optimized.

  • Service Pages: Each practice area (e.g., criminal defense, family law) should have a dedicated page.
  • Blog Posts: Regularly updated blog content boosts SEO and keeps visitors informed.
    • Example topics: “What to Do After an Arrest” or “How to File for Divorce in California.”
  • Readability: Use clear, concise language. Avoid legal jargon that may confuse readers.
  • Call-to-Action (CTA): Each page should encourage users to contact the firm (e.g., “Schedule a Free Consultation”).

4. Optimize On-Page Elements

Check each page for these key SEO factors:

  • Page Titles: Should be unique, descriptive, and include keywords.
    • Example: “Experienced Personal Injury Attorney in Los Angeles | [Law Firm Name]”
  • Meta Descriptions: Write concise descriptions (120–160 characters) that include a keyword and entice users to click.
  • URL Structure: Use short, keyword-rich URLs.
    • Example: www.yourlawfirm.com/immigration-lawyer-california
  • Headings: Use proper hierarchy (H1 for the title, H2 for subheadings, etc.).
  • Alt Text for Images: Describe images with keywords for better accessibility and SEO.

5. Assess Local SEO

Law firms rely heavily on local clients, so local SEO is critical.

  • Google Business Profile: Ensure the profile is claimed, accurate, and optimized.
    • Include updated contact info, hours, and high-quality photos.
  • Local Keywords: Use location-specific keywords like “Sacramento divorce attorney.”
  • NAP Consistency: Your Name, Address, and Phone Number (NAP) should be consistent across the website and directories.
  • Local Listings: Ensure your firm is listed on directories like Yelp, Avvo, and FindLaw.

6. Check Backlinks

Backlinks (links from other websites to yours) are essential for SEO authority.

  • Analyze Backlinks: Use tools like Moz or Ahrefs to see your backlink profile.
  • Quality Over Quantity: Focus on obtaining links from reputable sites like legal directories or local news outlets.
  • Internal Linking: Link related pages on your website to improve navigation and SEO.

7. Test User Experience (UX)

A positive user experience encourages visitors to stay on your site longer, improving SEO.

  • Easy Navigation: Make it simple for users to find practice areas, contact forms, and other critical pages.
  • Contact Information: Ensure phone numbers, email addresses, and office locations are easy to find.
  • Fast Response Forms: Test forms to ensure inquiries are being sent and received correctly.

8. Review Analytics and Traffic

Check your website’s performance metrics using tools like Google Analytics and Google Search Console.

  • Traffic Sources: Where are your visitors coming from (organic search, referrals, ads)?
  • Bounce Rate: If users leave quickly, your content or design may need adjustments.
  • Top Pages: Identify which pages drive the most traffic and optimize them further.

9. Ensure Compliance with Legal Advertising Rules

Law firms must follow strict rules about advertising. Ensure your content complies with:

  • State Bar Advertising Rules: Check California-specific regulations.
  • Disclaimers: Add necessary disclaimers, such as “past results do not guarantee future outcomes.”

10. Track and Improve

SEO is not a one-time task. Regularly monitor performance and make updates as needed.


Need Help with Your SEO Audit?

If you’re feeling overwhelmed or want professional assistance with auditing and optimizing your law firm’s website, I’m here to help!

Contact me—Dinesh, a top-rated SEO expert—and let’s make your website rank higher and attract more clients. Reach out today!

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