Law Firm SEO Checklist (90-Day Plan)

The 90-Day Law Firm SEO Checklist

1. Audit & Technical Foundation: Identify “zombie” pages, fix 404 errors, and ensure mobile-first responsiveness.
2. Google Business Profile (GBP) Optimization: Claim your local entity, select the correct primary categories, and audit your reviews.
3. Practice Area Keyword Mapping: Align your core services (e.g., Personal Injury, Family Law) with high-intent “near me” search terms.
4. On-Page Content Sprint: Optimize H1 tags, metadata, and internal linking for your top 5 revenue-generating pages.
5. Local Citation Cleanup: Ensure your Name, Address, and Phone number (NAP) are 100% consistent across the web.
6. Conversion Rate Optimization (CRO): Streamline your intake forms and ensure your phone number is “click-to-call” on all mobile devices.
7. The Content Engine: Publish 2–4 high-authority blog posts addressing common client legal questions.
8. Link Building & Authority: Secure high-quality backlinks from local directories and legal associations.
9. Review & Refine: Analyze Search Console data to double down on what is driving actual leads, not just traffic.

This law firm SEO checklist turns a long to-do list into a focused 90-day plan. Use it to tighten technical foundations, publish practice-area content, and line up intake so rankings turn into signed cases.

How to use this law firm SEO checklist

Work in sprints. Each sprint has a clear goal, a few high-leverage actions, and a measurable outcome. Keep titles precise, headings scannable, and conversion paths simple.

Who Should Use This Law Firm SEO Checklist

Small to mid-size US firms prioritizing personal injury, criminal defense, family, employment, and immigration. Use it to ship improvements weekly and map rankings to signed cases.

Weeks 1–2: Audit and technical fixes

• Titles & headings: front-load practice and geo. One H1 per page, logical H2/H3s.
• URLs: short slugs like /car-accident-lawyer/, /truck-accident-lawyer/.
• Core Web Vitals: compress images, lazy-load media, reduce layout shift.
• Indexation: XML sitemaps clean, no orphan pages, fix broken links.

Weeks 3–6: Practice pages that earn cases

• Rewrite top practice pages with who you help, what you do, proof, FAQs, and clear CTAs.
• Add internal links between practice pages, related FAQs, and locations.
• Implement LegalService and FAQ schema where relevant.

Weeks 7–10: Support content and local signals

• Publish 4–6 support articles (fault, timelines, evidence checklists, settlement basics).
• Google Business Profile: confirm categories/NAP/photos/posts; respond to reviews.
• Citations: update key legal/local directories for NAP consistency.

Weeks 11–12: Authority and PR

• Create one small data piece (e.g., seasonal crash patterns) and pitch local outlets.
• Community involvement: scholarships or events with press pages.
• Add a short “as seen in” row to your site (if applicable).

Checklist (printable)

• One H1 per page; H2s answer client questions.
• Titles: “Practice in City | Firm.”
• Unique location pages with NAP, map, directions.
• GBP linked to matching location page; fresh photos; consistent categories.
• Measure: non-branded clicks, tracked calls/forms, signed cases.

Want help prioritizing? Start with our Law Firm Marketing and Lawyer SEO Guide, then review examples in Case Studies.