Top 5 Quickly Done Law Firm Marketing Ranking Factors: What REALLY Matters

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Did you know that almost half (46%) of all internet searches are local ones? 

That means that of the 13 billion search inquiries that Google gets per day, six and a half are looking for local businesses that can help them. 

Generally speaking, a law firm will help potential clientele within a specific geographical area; this could be in their local city or as far as the whole state. For example, law firms specializing in IP, divorce, PI, criminal, or family matters, to name a few, would most likely operate within the 10-mile area. Still, with a strong SEO, the profile could attract cases as far as 200+ miles. Larger area optimized profiles benefit from a larger volume of cases and potential refer out of low-quality cases, which drive additional revenue or symbiotic referral relationships. It all starts with traffic; the law firm with traffic sets the tone of the conversations and where they want to drive those leads. 

When it comes to crucial law firm marketing, what other things do you absolutely need to know? Keep reading our essential guide to understanding what really matters for law firm marketing to drive traffic, calls, clients, cases, and revenue.

Law Firm Marketing: What REALLY Matters

When it comes to law firm marketing, certain factors matter more than others. Yes, the entire marketing machine should work well with all its moving parts, but sometimes, the engine has important pieces that it should and cannot function without. 

1. Optimize For Mobile 

One of your main priorities when performing online marketing for law firms should be to ensure that your website is optimized for viewing on any device. 60-80% of online traffic now comes through mobile. Your website should be responsive depending on who is viewing it and where. 

Mobile traffic counts a lot these days; you don’t want to miss out. 

2. Prioritize Security On Your Site 

With cybercrime on the rise and internet users becoming more aware, you need to ensure your website is secure. Search engines will also not allow websites with low security to rank high. 

Make sure SSL certificates are up to date and your security is top-level. 

3. Focus On Small Parts

Things like meta tags, H1 headings, keyword descriptions, and custom URL names are super important to help your law firm rank. Ensure that your keyword strategy sprinkles appropriately throughout your site without being overstuffed. 

Overstuffing keywords will ultimately count against you and your law firm’s digital marketing efforts. 

Here is a list of a few small tweaks that can be executed quickly for better onsite grading, performance & ranking:

  1. Title tag optimization with solid research (Time needed:1-2 days for a 10-page site, when done right) 
  2. Meta tag optimization (Description, keyword, etc.) (Time needed:1-2 days for a 10-page site)
  3. Heading tags optimization (Time needed:1 day for a 10-page site)
  4. Targeted keywords are not placed into tags (Time needed:1 day for a 10-page site)
  5. Alt / Image tags Optimization (Time needed:2-3 day for a 10-page site)
  6. Google publisher information (Time needed: 0.25 days for a 10-page site)
  7. Custom 404 Page. (Time needed: 0.25 days)
  8. Products & services need to be following a structured markup data format (Time needed:2-3 days for a 10-page site)
  9. Website Speed Development (Both Mobile and Desktop ) (Time needed:2-3 days for a 10-page site)
  10. Off-Page 600+ SEO citations signal built out to establish footprint (Time needed: 2 weeks, when manually done for a 10-page site. Google prefers manual work as each site has its own requirements, bots can leave out many fields empty, making it seem spammy to Google)

4. Regularly Update Content As Content Is King

New and fresh content published regularly will help Google and other search engines crawl your new content and help you rank better. 

Ensure that your content marketing strategy aligns well with your SEO and law firm marketing strategy for a seamless content experience for your visitors. Any law firm marketing agency will tell you how important content is to your success. 

5. Linkbuilding Is A Real Thing To Get Referrals & Traffic.

We’ve all heard time and time again how important links can be to how your website performs in search results. 

This is true when you focus on high-quality links that connect to quality, reputable outside sources. Make sure links are contextual and pertinent to your law firm and your content. 

Law Firm Marketing Magic

Ultimately, there is no magic formula to help your law firm marketing strat perform overnight, successfully. More keywords with more optimization mean more traffic, calls, consults, and clients booked.

As with any form of advertising, branding, and marketing, it is a constant effort with Google and other platform requirements changing. This will help enable your law firm to start seeing optimum results driving a solid 5-100x+ ROI. But don’t wait too long; ensure that you have measurement metrics in place so that you can adapt and mold your plan as you move along. 

But, having a law firm website that performs is nothing without a full digital marketing strategy; we’ve got you covered here


More To Explore

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LawFirmMarketing360 LLC values your trust, and we understand the importance of protecting your privacy. This Privacy Policy applies to personal information collected through all LawFirmMarketing360 web sites (including those of LawFirmMarketing360, and LawFirmMarketing360 Interactive).

This Privacy Statement applies to all information collected through your communications with LawFirmMarketing360, LLC, whether electronic, written or oral; information collected through partners or LawFirmMarketing360’s websites (“Site”) that include a link to this Privacy Statement; as well as any other information about you that we may collect offline or receive from third-parties (collectively, Apps, Sites, and offline or third-party information are referred to as the “Services”). By accessing our Services or providing your information to us, you accept and agree to the practices described in this Privacy Statement.

The following privacy statement describes what information we collect about you, including when and how we collect it; how we use it; with whom we may share it; and what choices you have regarding our use of your information.

Personal Information We Collect from You

When you engage with LawFirmMarketing360 LLC or visit or use our Services, we collect a variety of information. In general, the type and amount of information we collect on you will depend on how you choose to interact with LawFirmMarketing360.

LawFirmMarketing360 collects information that identifies you as an individual or information which is linked or linkable to you as an individual, which will collectively be referred to throughout this Privacy Statement as “Personal Information”: including contact information, demographic information, financial information, as well as call recordings and transcripts.

Contact Information and Preferences. We may request contact information such as your name, mailing address, telephone number, e-mail address, and your preferences for how you would like to be contacted by LawFirmMarketing360.

Demographic Information. We may request limited demographic information such as geographic location.

Financial Information. If you purchase any of our products or services, we will collect payment information such as your credit card number to process your transaction. We may use a third-party payment service to process payments made through the Services. We will retain your credit card information only for as long as necessary to process the transaction.

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Do not provide information about others unless you are authorized to do so and consent to have all information used, disclosed, and transferred in accordance with this Privacy Policy. By submitting the information about others, you represent and warrant that you are authorized to do so and that you have received authorization from the person about whom you are providing the information and that person has consented to have all information used, disclosed, and transferred in accordance with this Privacy Policy.

Personal Information We Collect from Other Sources

LawFirmMarketing360 may also collect information that does not reveal your specific identity or does not directly relate to an identifiable individual, referred to throughout this Privacy Statement as “Other Information,” including browser and device information, App usage data, Internet Protocol address, information collected through cookies, pixel tags and other technologies. Other Information also includes information that has been anonymized or aggregated in a manner that it no longer reveals your specific identity.

If we are required to treat Other Information as Personal Information under applicable law, then we may use and share it for the purposes for which we use and share Personal Information as detailed in this Privacy Statement.

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Targeted Outreach and Advertising. We may work with third-party service providers to target advertisements and outreach to you based on your preferences or other information, in some cases combining data we collect from you through online cookies and other technologies with other de-identified data. In addition, we may use third-party service providers to display content-specific advertisements to you after you have left our Sites when you go to other websites. These third-party service providers may use cookies, web beacons or similar technologies to tailor advertisements to interests shown by browsing our Sites or other by visiting other websites. We do not control the third-party service providers’ tracking technologies or how they may be used. The collection of your information or use of technologies by third-party service providers are subject to those third-parties’ privacy policies, not LawFirmMarketing360’s policies.

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Physical Location. We may collect the general physical location of your device by, for example, using satellite, cell phone tower or WiFi signals. We may use your device’s physical location to provide you with personalized location-based services and content.

How we may use and disclose your personal information

We and our service providers may use Personal Information for the following purposes:

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LawFirmMarketing360 may need to share Personal Information with third parties in limited circumstances. For example, we may share your information with:

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All third parties are obligated to maintain the confidentiality of personal information and are not authorized to use personal information for any purpose other than providing those services.

Retention Policy

LawFirmMarketing360 Media retains Personal Information that we receive for as long as necessary to fulfill the purpose(s) for which the information was collected, to provide our services and products, to pursue legitimate business purposes, to enforce our agreements, and comply with all applicable laws.

Updating Your Information and Opting Out

You may update your contact information, determine your preferences or opt-in/opt-out online preferences, by contacting LawFirmMarketing360.

  1. Email our team. (
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LawFirmMarketing360 LLC
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