Despite the fact that WordPress powers a huge portion of the web, WordPress is not automatically great for SEO. What does that mean for you? Possibly nothing—possibly everything.
We see many law firms with WordPress websites who feel they’ve made the smart choice by going with WordPress. In one sense, they’re right—WordPress is a good foundation. However, it is a dangerous myth that WordPress websites are, by default, optimized.
In reality, WordPress sites need deliberate optimization to perform well in search rankings.
This article breaks down the top WordPress SEO tips and truths for law firms.
WordPress is a strong foundation, not the whole enchilada
We’re big fans of WordPress because it offers a flexible, customizable platform. You can simply add the things you need and trust that the platform will support you. It’s a perfect solution for law firms that want control.
But out of the box, WordPress is just…a content management system.
For instance, a cluttered plugin setup could slow down your WordPress site and hurt your rankings.
To make WordPress a true SEO powerhouse, you need to choose the right theme, add plugins, tweak the technical setup, and implement a content strategy.
WordPress is a great place to start, but you have to actively improve it to get the most out of the platform.
Tip1. Choose wisely when it comes to themes and plug-ins
Your first big decision on WordPress is which theme to use.
- SEO-friendly themes are lightweight and fast-loading.
- Avoid bloated, flashy themes.
- Popular themes can be good! They often have clean code and support schema markup.
Next, you have to think about which plugins to use. These can help you manage on-page SEO elements like meta descriptions and XML site maps.
- Consider Yoast SEO or Rank Math for on-page SEO.
- Look for plugins that help with local SEO, such as those that support Google Business Profile integration or location schema.
- Avoid installing too many plugins, as they can conflict and slow down your site.
- Update plugins regularly for security and peak performance.
If this is beginning to feel too technical for you and your team, don’t stress! Work with an agency to get it right. This stuff isn’t tricky for an experienced developer, but it does need to be done correctly.
Tip 2. Optimize your content for legal clients and search engines
WordPress is like a beautiful vase. You need to fill it with beautiful flowers (aka, excellent content) in order to attract clients!
The good news is that WordPress makes content creation easy. Even so, you need to put serious effort into writing strategically for SEO and your audience. (You can hire us for this, too)
- Start with keyword research tools to find what your potential clients are searching for (e.g., “personal injury lawyer NYC,” “estate planning attorney Boston”).
- Then, write clear and jargon-free content that answers common client questions.
- Structure your content impeccably with headings, bullet points, and FAQs.
- Finally, use internal linking to connect blog posts and related practice areas to keep visitors engaged (and indicate your expertise to Google).
Here’s the secret: search engines and real people like the same kind of content. If you produce clear, valuable, organized content, then you’ll be well ahead of your competition.
Tip 3. Remember site speed and mobile optimization
Speed matters to Google, and WordPress sites can be slow if they’re not optimized for load speed. Slow speeds are one of the biggest reasons that people will leave your site prematurely.
Load speed can get a little technical, but the most important thing for you to do is hire a developer to track and improve your load speed. You can use caching plugins and optimize images before uploading, for instance. Your hosting provider should also specialize in WordPress performance.
Mobile optimization is key for SEO, too. Why? Mobile-friendliness is a ranking signal for Google.
You need responsive design to ensure that your website looks just as good on a client’s phone or tablet as it does on your designer’s desktop computer. This is critical for appealing to local clients searching on the go.
Tip 4. Technical SEO fundamentals matter a lot for law firms
WordPress is a good first step in terms of technical foundations. But don’t stop there!
Make sure Google sees everything it wants to see from your website:
- Make sure your site has an XML sitemap submitted to Google Search Console.
- Use SSL certificates for secure HTTPS browsing.
- Fix broken links and redirects to avoid frustrating users and losing ranking power.
- Implement structured data/schema markup for law firms so Google can better understand your content.
- Keep URLs clean and descriptive (e.g., yourfirm.com/personal-injury-lawyer).
Most importantly, never sit back on your laurels. A thoughtful, thorough effort at the outset is very important. But the world is always changing. Code needs to be updated, your clients’ needs may shift, and your site needs to keep up.
Technical SEO is an ongoing effort.
Review and next steps
Got a WordPress site? Great! Now let’s optimize it.
Don’t have a WordPress site? It may be time for a redesign.
If you want your website to truly bring in leads, invest in professional SEO support that understands both WordPress and the legal market. WordPress is an excellent base, but law firms need to proactively optimize to win SEO battles.
Contact us to discuss SEO-friendly website design specifically for law firms.
