Search Engine Optimisation (SEO) has proven to be a critical tool for law firms looking to attract new and current clients online. As 2025 approaches, the team at Conscious have completed some horizon scanning and used this research to identify various SEO trends that we believe law firms should use to maximise their visibility and maintain their competitive edge.
This article covers the essential elements of legal SEO and outlines how Conscious is prepared to lead the charge in SEO for law firms in 2025.
What is SEO for law firms?
SEO is a process designed to help law firms connect with new clients by enhancing their online visibility. This involves optimising content and site structure (mobile optimisation, user-friendly navigation and internal linking) to make sure that clients can easily utilise your website to find the legal assistance they need. The core components of SEO for law firms are:
- Keyword research: Identifying the search terms your target audience uses.
- Technical optimisation: Ensuring your website runs smoothly and meets search engine requirements
- Content creation: Developing high-quality, relevant, and engaging content to attract and retain visitors
- Local SEO: Targeting clients in specific locations to boost local visibility and foot traffic
- National SEO: Expanding your reach by optimising for broader, non-geographic keywords to attract clients across the country
What are the benefits of SEO for law firms?
SEO for law firms is critical to thriving and sustaining an enduring presence online. Beyond immediately increasing your online visibility, the quality of your increased traffic can be influenced by targeting your ideal clientele and increasing the cost-effectiveness of your campaign by narrowing its scope.
This means that the content you produce can be designed to engage directly with your demographic, giving you a distinct competitive advantage and making you stand out through your marketing as a firm that knows its clients and cares enough to reach out to them.
Your law firm will also reap the benefits of several measurable outcomes, including increased organic traffic, lead generation and client acquisition rates. According to a study by BrightEdge, 53% of website traffic comes from organic search, showing that SEO is a crucial tool for your law firm.
As your credibility rises, so will your search engine rankings, and the long-term results of Conscious’s legal SEO strategy will help you connect to the clients you have and attract the clients you need to reach.
Legal SEO example
Conscious’s track record for success spans many SEO cases. One of our recent cases involved helping Stephen Rimmer rank more successfully for local and national keywords.
Stephen Rimmer looked to increase brand awareness in order to establish trust with potential clients, increase their online reach and generate impressions on social media. Conscious started with five key steps, including:
- Setting up Google Analytics, Google Search Console and Google Business Profile (GBP)
- Setting up local rankings reports
- Carrying out a technical audit
- Submitting a sitemap
- Carrying out metadata on-site optimisations
The results of these steps informed our team that Stephen Rimmer needed more optimised content and keywords, as well as practical solutions to an outdated website. We executed these changes with the combined teamwork of our different departments.
The outcome was so successful that in 2021, Stephen Rimmer began a full new website with the Conscious team, implemented various new features at our advice, and were left delighted by the look and results of their new website.
As of December 2024, Stephen Rimmer’s organic traffic has increased 77.2% year-on-year, leading to a 59.7% increase in organic conversions – results we are extremely proud of.
The firm is continuing to work with Conscious to maintain its strong position and keep the new enquiries coming. Their current social media campaign across Meta continues to contribute to their success and achieving their goals.
You can read the full case study here and hear from the team at Stephen Rimmer, who attests to how effective Conscious’s legal SEO work is.
Law Firm SEO Trends for 2025
Effective audits
Given the proven effectiveness of audits, perhaps it’s a stretch to call them a trend. Nonetheless, we predict that, during 2025, they will become increasingly commonplace and established as an absolute necessity to start any SEO work.
Conscious’s full SEO audit includes a full examination of your existing search engine use and what we need to fix first, as well as a long-term strategy to develop and maintain success. All of our success stories and the people we work with start with an audit, and they are certainly a key component as we move forward into 2025.
Integrating AI into the SEO strategy
In 2024, AI became increasingly important as a pillar in marketing strategies, with tools like Google’s BERT and MUM beginning to prioritise context and intent. Indeed, over 68% of SEO professionals look to automate tasks or use AI-powered services, indicating a significant shift towards AI integration in content strategies.
In anticipation of 2025, we’ve already begun integrating AI into our SEO strategy, finding the best AI-powered tools and using them to optimise our content. At Conscious, our AI fits our values by using it to appeal to organisers with keywords and clear structures and freeing up more time to dedicate elsewhere in the project.
AI is also being increasingly used for predictive analysis, meaning that it will be able to guide and inform both keyword trends and user intent for legal queries.
AI tools are also making it easier for clients to search for the services that they need by translating legal jargon into easy-to-understand, plain English definitions. In many ways, AI tools are bridging the gap between firms and their clientele, improving connectivity when used appropriately.
Optimised and original content writing
Law firms must lead the way with their unique personalities, including values, tone of voice, experiences, and client stories. Well-written content with SEO-optimised language and an authentic, unique perspective will draw in clients, build and reinforce your brand, and help your firm thrive.
According to recent data from HubSpot, businesses publishing at least 16 monthly blogs see 3.5x more traffic than those posting less frequently. For law firms, blogs can answer questions such as “What to do after a redundancy?” or insight into recent local or national news topics from a legal perspective.
At Conscious, our talented content and SEO teams can meet the challenges of posting frequently on your behalf. Going forward, firms will have to promote what makes them stand out to get their content noticed in an increasingly saturated online space.
Promoting accessibility and usability
The speed at which your page loads, its stability, and the interactive qualities of your website all directly affect your rankings. These elements are known as Google’s Core Web Vitals, and for law firms, excellent website usability and user experience (UX) metrics are critical to attracting clients to your page and keeping them there long enough to contact you.
Clear navigation, accessibility, easy contact forms, fast-loading pages, and a well-structured site will be critical to a law firm's online success in 2025. Additionally, if clients have a positive experience on your site, they’re more likely to return to use your services and resources.
Voice Search
PwC has conducted some fascinating research into what they’re calling the Voice Revolution. According to their findings, we can expect a marked increase in voice search use in 2025 due to increased awareness of voice-enabled devices and assistants. 71% of people report that they’d prefer to use their voice to search for something compared to physically typing online.
To compound these findings, Kommando Tech has predicted that by the end of 2025, over 50% of searches will be conducted via voice. This suggests that your law firm really can’t afford to bypass implementing straightforward and user-friendly voice search into its SEO strategy.
Making an honest effort to create well-optimised and voice-friendly content increases the likelihood of capturing these enquiries and simultaneously demonstrates your commitment to accessibility.
Law firm SEO top tips
In summary, to maximise their SEO success in 2025, law firms should:
- Conduct regular audits assessing your site’s performance, associability, usability, and appeal to search engine rankings
- Focus on Keywords and keep updating your content to appeal to both local and national scopes
- Create unique, timeless content that is optimised but speaks to the unique human aspect of your firm
- Invest in AI tools that can streamline your content creation and site organisation in a way that will appeal to AI search engine tools
- Stay up to date with algorithmic changes
For more information, you can read about Conscious’s SEO for Law Firms services and how we use evergreen tactics combined with constantly evolving strategies to not only meet our client's legal SEO needs, but stay ahead of the trends. If you’re ready to get started on your SEO journey, contact us to book an SEO audit – the first step of any SEO journey!