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A Comprehensive Guide to Link Building for Lawyers in 2024

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According to CallRail research, website optimization is the most important digital marketing strategy for lawyers and law firms. As most clients turn to search engines before any transaction, a well-optimized website is the key to ranking high in search results and getting clicks from potential clients.

Link building for lawyers is one of the key strategies to make your website stand out on Google. Additionally, it helps boost your online credibility and attract people actively searching for your legal services.

With this guide, we’ll explore proven techniques you can use to secure high-quality backlinks for your law website link building.

Why Does Link Building Matter for Lawyers or Law Firms?


Building links for your law firm’s website goes beyond getting more clicks. It’s like getting a recommendation from a trusted source — you build credibility and attract new clients.

Here are some reasons why link building is important to lawyers and law firms:

  • Improved search engine rankings: When reputable websites link to yours, search engines see this as a sign of your expertise. This can lead to higher rankings in search results, which means more potential clients finding your firm.
  • Better credibility and authority: Backlinks signal search engines and potential clients that your law firm’s content and expertise are trustworthy and authoritative.
  • Increased visibility and traffic: A strong link profile can significantly boost your law firm’s online visibility, making it easier for potential clients to discover your services.
  • Competitive advantage: With high-quality backlinks, you’ll outrank other firms on Google in the competitive legal market. You stand to attract more targeted leads from anyone who searches for a relevant query.

How to Build High-Quality Links for Lawyer Websites


Building high-quality links helps improve your search rankings and generate leads for your legal services. Here are various effective ways for law firm or lawyer link building:

1. Create link-worthy content


Quality content serves as a magnet for attracting backlinks from other websites. When your content is valuable, informative, and engaging, other sites cite it and link to your website as the source.

Your goal should be to create link-worthy content in the legal industry. You can use the following types of content to attract backlinks:

  • Legal guides and educational materials: These are in-depth guides or explainers on relevant legal topics like:
    • Child custody agreements: what you need to know
    • What are wills and trusts and how can you use them to plan your future?

Here’s an example of a legal guide from a law firm in North Carolina:

Legal guide example                                                           Source

  • Videos answering common legal questions: Video content is engaging and easily digestible. You can create short, informative videos that address frequently asked legal questions.legal Q&A video                                                     Source
  • Infographics that visually represent complex legal information: Legal matters can be intricate. Infographics that break down complex information into clear, visually appealing charts and graphs will be link-worthy to various content creators.
  • Case studies to highlight your law firm’s successes: You can showcase your expertise and build trust by sharing successful client outcomes (while maintaining client confidentiality, of course).legal infographic                                                        Source

2. Publish guest posts on reputable legal websites


Certain websites are trusted sources for legal news, updates, and commentary for the public and legal professionals alike. These publications can establish you as an expert, help you reach a wider audience, and gain valuable backlinks.

You can guest blog, offer expert quotes, or share bylined articles on these websites.

  • Write opinion pieces on trending legal cases. You can identify trending cases and offer unique insights using an opinion piece.
  • Write authoritative articles leveraging your legal expertise. You showcase your expertise with in-depth guides to fill knowledge gaps in your practice area.
  • Collaborate with other websites on legal case studies. You can partner with complementary legal websites to co-author anonymized case studies demonstrating your firm’s success.

How can you find a reputable legal website to publish on? You can use a simple Google search query from the ones shown below.

Finding legal websites

3. Get your law firm or website listed in legal and local directories


Legal directories are online databases that list and categorize lawyers and law firms. Just like Yellow Pages, they help potential clients find the best lawyers based on location, practice area, and other filters.

Many legal directories have high domain authority and a link from them can significantly improve your website’s ranking in search results. They also give you more visibility and credibility, especially in your local listing.

Here are some legal directories that can offer you high-quality backlinks:

Legal directories list

You can narrow your search by your preferred legal practice area or location to get more relevant directories. For instance, look for directories representing your location with search queries like “legal directory [your city name].”

Searching legal directories

4. Claim your unlinked brand mentions


Unlinked brand mentions are instances where someone mentions your law firm online but doesn’t link it to your website. Think of it as a free advertisement but missing a key element to drive traffic.

Here’s how you can acquire backlinks from unlinked brand mentions:

  • Use Google Search or brand monitoring tools Mention and Google Alerts to find mentions of your law firm name, lawyers, or awards.
  • Prioritize the mentions from quality websites with a good reputation like legal blogs and news websites.
  • Reach out to their publishers or editors and politely request them to add a link to your website. You can explain how adding the link would benefit their readers and improve their user experience.
  • If you don’t receive a response initially, send 1-2 follow-up messages after 3-7 days to remind them about your request. However, don’t be pushy.

Many legal firms get their maximum links as brand mentions on other websites.

Below is the example from Akin, a global law firm:

Brand mention example

5. Use niche edits and broken link building


For niche edits, you find existing content on different websites relevant to the legal niche and then add a link to your website within that content.

Broken link building involves finding links on other websites that are no longer active (i.e., they lead to deleted web pages), like legal resource pages or articles. You can ask the website editors to replace the broken link on their page with a link to your valuable resource.

6. Pursue legal awards and associations


Winning reputable legal awards can boost your law firm’s reputation and website SEO. It can help you earn backlinks from legal niche websites, press releases, and news sites.

Some notable awards for lawyers and law firms include:

  • American Bar Association (ABA) Awards
  • American Association for Justice (AAJ) Awards
  • National Law Journal Legal Awards
  • Who’s Who Legal Awards
  • State-Specific Bar Association Awards
  • Chambers USA Law award
  • The Legal 500 Awards United States
  • Brandeis Award

7. Use social media channels for lawyers link building


Create your law firm or lawyer profiles on social media platforms like LinkedIn, Facebook, and X (formerly Twitter) and include a link to your website.

Although social media links are “nofollow,” they can drive lots of referral traffic and help you reach new audiences.

Remember to share high-quality content that provides value to your audience and engages them. When you participate in industry-relevant discussions, add links to your website for more tips or info on the topic (whenever appropriate).

Here’s a table showing the different platforms law firms use to market themselves and LinkedIn tops the list:

law firm marketing table                                                  Source

8. Disavow bad links to your law firm website


Sometimes, your website may get low-quality links from spammy, irrelevant sites that may harm your rankings. Disavowing is telling Google to ignore those links pointing to your website.

When you find questionable backlinks, use Google to disavow – or deny responsibility for – backlinks for Google’s analysis. This helps you avoid penalties.

However, use it cautiously so as not to disavow high-quality links accidentally.

Leverage Lawyer Link Building to Boost Your Law Firm’s Credibility


Link building is a long-term investment for your law firm. High-quality backlinks help your website attract targeted leads interested in your legal services. They enhance your credibility and reputation — especially when you acquire links from leading directories and niche sites.

You should combine SEO expertise and a thorough understanding of the legal landscape to succeed. That’s where our team of link building specialists comes in.

We help you craft a targeted link building campaign that secures high-quality backlinks from the most relevant sources in the legal field and increases your traffic and leads. Hire our link building experts today to get more high-value backlinks and leads for your law firm website!

Renu Sharma

Renu Sharma

Renu Sharma has been in the content marketing and link building business for a solid decade. She has worked with industry giants, renowned agencies, and influencers, making her a true authority in the field.

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