Most solo lawyers slow down around now, but the holiday season is the perfect time to review your SEO for next year.

Your website always needs tending just like a garden. Have you taken care of the low hanging fruit like ON page actions?

No worries, I got you. This article is a step-by-step outline of how to first get your ON page work together, then the OFF page work.

Increase your Google rank for your law firm website

None of the ON page tasks are time consuming or hard. You can do them but consider hiring a virtual assistant to do it for you (or using your legal assistant, if you have one) No need to clone yourself LOL

ON Page Activities to-dos to maximize local SEO

1. Have a keyword-rich, recognizable name and address that you use consistently everywhere

That sounds simple, but if you’ve moved or changed numbers there is misinformation out there that could be leading Google to downplay your ranking.

2. Create a sitemap

A sitemap is literally a list of all the pages on your site. It helps the Google spider to index your site. You probably have one if you had a developer do your site. If not, no worries. You can easily find someone on Upwork to create one for you.

3. Add your site to Google Webmasters. Do this but don’t sweat it. There are insight tools to use to learn more about how your site is functioning if you want. Mainly, you want to be listed because it’s Google.

4. Use SEO friendly descriptions for things. People either search generally by category ( divorce lawyer) or by specifics (divorce lawyer in Boston) You want to use the common sense search terms that your client might use.
(Again, this is where knowing your Ideal Best Client comes in handy)

Want a quick tip? Add a question to your intake process to capture the keywords clients use.

I ask ‘what would you like to accomplish?’ as part of my intake for a free consult, which helps me prepare but also gives me ideas about long tail keyword phrases, too.

5. Be mobile ready and secure. This is the first year that Google required websites to be mobile responsive. Mobile accounts for the majority of engagement and sales these days. Your prospects will likely find you on their phone first.

Next year it’s all about security. Sites need to have an SSL certificate, which is just a way to tell visitors that their information is safe with you. You generally buy a SSL certificate through your domain registrar or host. Get one if you sell anything from your site

6. Complete your Google my Business and Bing Places pages. These are fairly easy to set up unless you work in a building with other lawyers. Then, it gets a little complicated. Why? Because Google sees 10 lawyers with the same category at the same address and doesn’t know which to put first.

I have this issue because my condo building shares an address with the two retail businesses downstairs. Google keeps telling me I can’t be at this address. Yet I am. The solution, if you are in a similar situation, is to change your category to the nearest related category.

Of course, this list isn’t exhaustive. There’s more you can do to improve your traffic and Google ranking. I wanted to make sure you got to this stuff before the end of the year.

The plan is to boost your traffic, which in turn boosts your leads.
You’ll add clients (and income) and get a little breathing room next year. Nice, right. That time can go to creating your digital asset or automating your practice.

Check out the remainder of the article here


Dina Lynch Eisenberg, JD, is the CEO of, an outsourcing training/consulting firm for successful lawyers and entrepreneurs based in Oakland, CA.

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