How to Get Backlinks as a Lawyer – 5 Simple Steps

Backlinks are essential for improving your law firm’s online visibility and credibility. They act as endorsements, helping your website rank higher in search results and attract more clients. Here’s a quick summary of how to build quality backlinks:

• Optimize Local SEO Profiles: Set up and maintain consistent profiles on platforms like Google My Business.
• Create Shareable Legal Content: Publish blogs, guides, and videos that others will want to link to.
• List in Legal Directories: Join reputable platforms like Avvo and Martindale-Hubbell.
• Build Industry Authority: Write for legal publications, speak at events, and help reporters with stories.
• Engage with Local Communities: Partner with organizations, sponsor events, and collaborate with businesses.

These steps will help you create a strong backlink strategy, boost your online presence, and attract more local clients.

Step 1: Set Up Local SEO Profiles

Building strong local SEO profiles is a key way to attract quality backlinks to your law firm’s website. A polished online presence not only establishes your authority but also draws links from other businesses and organizations.

Set Up Google Business Profile

Start by claiming and verifying your Google Business Profile. Make sure to fill in accurate details like your business name, address, contact information, and practice areas. Add professional photos to make your profile stand out and build trust with both potential clients and search engines [2].

Keep Business Information Consistent

Ensure your Name, Address, and Phone number (NAP) details are consistent across all directories. Regularly update this information on key platforms like legal directories, local business listings, and professional networks. This consistency helps establish a solid foundation for earning backlinks [3].

Get More Client Reviews

Client reviews not only improve your local SEO rankings but can also lead to backlinks from review sites and directories [2]. Make it easy for happy clients to leave reviews by providing a direct link to your Google review page. Follow up with clients to encourage feedback and respond to all reviews professionally. This approach builds trust and enhances your online reputation. Just remember to comply with legal ethics rules when requesting reviews.

Keeping your profiles updated and your information consistent signals reliability to search engines, improving your chances of gaining backlinks from trusted sources [3][4].

Once your local SEO profiles are in great shape, you’ll be ready to focus on creating content that attracts backlinks naturally.

Step 2: Write Content That Attracts Backlinks

Once your local SEO profiles are set up, the next move is to create content that naturally draws backlinks from other websites.

Write Legal Blog Posts

Your blog should focus on current legal topics that resonate with your audience. For instance, if you’re a personal injury lawyer, write in-depth posts about recent changes in liability laws or explain complex legal procedures in simple terms.

Make your blog more appealing for backlinks by:

• Breaking down legal jargon into plain language
• Including real-life case studies and examples
• Adding visuals like charts or infographics
• Keeping the content updated with new developments

Offer Free Legal Guides

Detailed legal guides are excellent resources that other sites often link to. These guides should provide practical and actionable information, helping readers navigate specific legal issues.

Create Legal Explanation Videos

Videos are a great way to make legal topics easier to understand while also encouraging backlinks. Short, focused videos that address common legal questions or explain tricky topics can be highly effective.

To make your videos more shareable:

• Keep them under 5 minutes
• Use clear visuals to illustrate points
• Include transcripts to improve accessibility
• Organize videos by specific legal topics

Tools like Ahrefs or Moz can help you monitor which pieces of content are earning the most backlinks.

"Lawyers can leverage their expertise by focusing on niche legal topics, providing insights based on their practical experience, and offering unique perspectives on legal issues. This can help differentiate their content and make it more attractive to other websites looking for authoritative sources to link to."

Once your content starts earning backlinks, the next step is to get your law firm listed in trusted directories to further increase your online credibility.

Step 3: List Your Firm in Directories

Adding your law firm to directories not only builds backlinks but also boosts your local SEO. These listings help search engines confirm your firm’s credibility and relevance in your area.

Join Legal Directories

Start with well-known legal directories like Avvo, Martindale-Hubbell, and FindLaw.

Make sure your profiles are detailed, including practice areas, credentials, and client reviews (if allowed by your local bar association).

Add to Business Directories

Begin with your Google Business Profile, then expand to platforms like Yelp and your local Chamber of Commerce. Include essential details like hours, photos, and services to improve your local citations.

Consistent NAP (Name, Address, Phone number) details are key, as outlined in Step 1. Tools like Moz Local or Yext can help you regularly audit and update your listings to keep them accurate.

"Link building helps Google see the value in your firm and ranks you higher in search results." – Array Digital [5]

Pro tip: Keep a master document with your firm’s exact name, address, phone number, and other key details. This ensures consistency across all your directory listings.

Once you’ve optimized your directory profiles, you’re ready to focus on building authority in the legal industry to attract even better backlinks.

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Step 4: Build Industry Authority

Establishing authority in your field not only enhances your reputation but also helps you earn high-quality backlinks. This strategy is about forming meaningful connections that naturally lead to links from respected sources.

Write for Legal Websites

Sharing your expertise through legal publications can significantly improve your firm’s online visibility. Focus on contributing to well-known legal blogs and industry journals that match your practice areas.

Pro tip: Create a content calendar with trending legal topics or recent case updates to make your pitches more attractive to editors.

After establishing your expertise through writing, consider extending your influence by speaking at legal events or on podcasts.

Speak on Legal Shows

Participating in legal podcasts or online events is a great way to share your knowledge while earning backlinks from event pages and related content. Start small with local shows and work your way up to larger platforms.

Research relevant shows, prepare insights on recent legal developments, share actionable advice, and follow up with hosts to secure backlinks.

Beyond speaking opportunities, working with journalists can help you build even more credibility.

Help Reporters with Stories

Partnering with journalists can lead to backlinks from trusted news outlets. Platforms like HARO (Help a Reporter Out) connect you with reporters looking for legal insights. Respond promptly to queries with clear, valuable input.

When reaching out, highlight your expertise by focusing on:

• Your specific legal specialty
• Any notable cases or achievements
• Your educational background
• Relevant professional certifications

Tip: Keep your responses concise and avoid legal jargon to increase your chances of being featured in their stories.

Step 5: Connect with Local Groups

This step focuses on engaging with your community to build meaningful backlinks.

Support Local Events

Sponsoring local events is a great way to earn backlinks through event pages and promotional materials. Choose events that align with your practice and community interests.

Pro tip: When sponsoring an event, include terms in your agreement that guarantee digital promotion and backlink placement on event websites and materials.

Partner with Related Businesses

Collaborate with businesses that complement your services, such as financial advisors or real estate agencies, to create ongoing backlink opportunities.

Potential partners include:

• Financial advisors
• Real estate agents
• Insurance brokers
• Business consultants

Tip: Use platforms like Collabstr to connect with local business influencers who can help share your content and generate backlinks [4].

Join Business Groups

Joining organizations like your local Chamber of Commerce or business associations can provide consistent backlinks while boosting your local reputation.

Get involved by:

• Writing for newsletters
• Speaking at events
• Leading committees
• Hosting educational workshops

Reminder: Ensure your business information is consistent across all local directories to improve your local SEO [1].

Conclusion: Next Steps for Success

Key Steps Review

Building a strong online presence for your law firm requires a blend of local SEO, engaging content, and active community involvement. These elements work together to strengthen your backlink profile, which plays a crucial role in your firm’s growth. Once these basics are covered, the next move is identifying the best backlink opportunities tailored to your practice.

Choose Strong Link Sources

Focus on backlink sources that match your practice area and offer credibility. Here’s a breakdown:

Legal directories and industry publications boost niche relevance and authority, while local news sites and community groups help establish trust within your area [2].

Set Long-term Goals

Define clear, measurable goals to keep your backlink strategy on track. Key metrics to monitor include domain authority, local search rankings, referral traffic, and citation accuracy [1]. Plan quarterly reviews to evaluate your backlink performance and make adjustments based on the data [4]. This approach ensures your strategy evolves with your firm’s needs.

About the Author

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping over 100 businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.