5 Reasons Your Law Firm Isn’t Ranking on Google (and How to Fix It)

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5 Reasons Your Law Firm Isn’t Ranking on Google (and How to Fix It)

Category: SEO for Law Firms • Author: Brick by Brick Web Development

TL;DR: 5 Reasons Your Law Firm Isn’t Ranking on Google (and How to Fix It). This guide covers exactly what law firms need to know, with checklists you can implement this week. If you want expert help, book a free consult.

Inside this article

Why this matters for law firms

Prospects make fast, high-stakes decisions when seeking legal help. Your website and search presence must establish trust in seconds, then move visitors into clear next steps (call, form, or consultation).

Best-practice checklist

  • Define one primary conversion goal per page (call, form, or booking link).
  • Use plain-language headlines tied to outcomes (e.g., “Injured? Speak to an attorney today”).
  • Show real proof: case results, reviews, bar admissions, media mentions, and awards.
  • Ensure mobile-first layout, fast load times, and ADA-conscious color/contrast.
  • Map each practice area to a dedicated, SEO-optimized landing page.

Implementation steps

Start by auditing your current site and rankings. Document issues in three buckets: trust signals , user experience , and technical SEO. Fix the friction points first—slow pages, unclear CTAs, missing schema—and then expand content depth around each practice area. For local visibility, fully optimize your Google Business Profile and collect first-party reviews tied to specific services.

What to measure

Track these KPIs monthly: organic traffic by practice area, calls/form submissions, conversion rate, page speed, and rankings for Geo + Practice keywords (e.g., “Ann Arbor personal injury lawyer”). Attribute leads by source so you can reinvest in the highest-ROI channels.

Common pitfalls

  • Generic copy that could describe any firm.
  • Overloaded navigation that buries key pages.
  • Slow CLS/LCP from unoptimized images and render-blocking scripts.
  • Inaccessible components (poor contrast, missing labels, or keyboard traps).
  • Missing E-E-A-T elements: author bios, citations, and clear contact info.

Next steps

Tackle the quick wins this week, then plan a 90-day roadmap that includes local SEO , conversion-focused design , and brand consistency. If you want a prioritized, done-for-you plan, request a free audit.

FAQ

How long until we see results? Most firms see early wins in 30–60 days with technical and content fixes.

Do we need a full redesign? Not always. Many issues resolve with targeted UX and SEO improvements.

What makes this different? We focus on measurable outcomes—qualified consultations—not vanity metrics.

Want a custom action plan?

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