A Guide to the Best Law Firm Website Design and SEO for Law Firms in Australia

law firm website design australia
law firm website design australia

Having worked with law firms for many decades, one of the most common questions we still get asked is whether spending time and money on a law firm website design is worthwhile? The second most asked question is whether there is value in obtaining SEO for law firms in Australia? 

The definitive answer to both questions, in our experience, is YES. Referrals from past clients and other professionals are great and often provide a good source of income. 

However, having your own lead generating website provides an evergreen income source independent of word of mouth referrals. Further, the best law firm website design has solid SEO foundations to make it far more likely your site will be found by your firm’s ideal clients.

As someone who has worked with the legal industry for many decades, I can honestly say that the competition amongst law firms (both online and offline) is increasing. To ignore your firm’s online presence in favour of continuing to target only word of mouth or professional referrals, is leaving your firm behind the pack. Your website can be the first opportunity for you to showcase your firm’s value, point of difference and reputation. This inevitably provides leads from a higher quality of client and a more diverse client base.

If you need help on how you can improve your presence on the internet, and how to land your pages on top of the search results, consult with a professional in law firm website design and specialist in SEO for law firms in Australia.

How does SEO for Law Firms Work?

When you collaborate with a company that offers specialised website design and SEO for law firms, the process will work like this: 

Initial Sessions

The initial sessions are discovery sessions, and this phase is where every website client’s journey should begin (although we are still surprised to hear that many web designers don’t take the time to do this). The initial sessions are discovery sessions, and this phase is where every website client’s journey should begin (although we are still surprised to hear that many web designers don’t take the time to do this). 

seo for law firms

The initial sessions are discovery sessions, and this phase is where every website client’s journey should begin (although we are still surprised to hear that many web designers don’t take the time to do this). 

Here, the emphasis is to gain an understanding of your business so that we can generate visibility for your firm to the right clients. We work with you to gain a clear understanding of your target market and your objective for them – what problems do they have and how can you help them to solve those problems?

We will ask you to give us information about your business, which our team will use to build SEO strategies specific to your firm. 

SEO Audit

The next step is creating an implementation plan that will have measurable results. Here, our team of analysts will review your existing online marketing SEO portfolios (if any). This could include your Google business account, current rankings, backlinks, internal and external links, and all the other types of links that matter for SEO.

Do you have a good idea of how your website performs on different mobile platforms? This is another important aspect that will be assessed. With search engines focussing more on usability (a group of metrics called Core Vitals by Google) we also consider your current page speed, contrast and readability of the content on your site. These are but a few of the items that need to be considered when optimising your site for better rankings. 


Keyword Research

Once we have gathered the information from you about your business, we identify the keywords (search terms) that are most relevant to your law practice. We need to gain an understanding of what keywords searchers use when looking for the legal services you provide? If your expertise is in personal injuries law for example, it will not assist you to get enquiries from people looking for a commercial lawyer.
Each legal specialty will have particular keywords which are relevant to that expertise. Do you practise in family law, criminal law, corporate law or banking? Are there restrictions on what your specialty can say on its website ? In Queensland for example there are quite significant restrictions around what words can be used on a law firm’s website.
We gain information on these search terms directly from Google (as one of the largest search engines in the world) and other sources which leads us to narrow down the most relevant and high quality buying keywords that deliver more real leads to your business.

Finalising the content and website

Once we reach agreement with you on the target search terms, our team will then guide you through the succeeding steps which are:

Content Development

Site Optimisation

Local Search SEO & Marketing

Buliding Links

Web Analytics

As a full service digital agency, we can curate optimised content for your website based on the best practices for SEO for law firms in Australia.
SEO for Law Firm australia

Best Practice for SEO for Law Firms

What are the best practices for SEO for law firms ? Here are ideas to incorporate as you craft and hone your strategy for legal search engine optimisation and which should form part of your ongoing investment in your website.

Understand Google through Trial and Error

Google ranks website pages in search results, and you have to comprehend how it does this job. You may not be able to fully unravel the algorithm it uses, but as experts in the field, we have a wealth of knowledge that gives us a fair idea of how Google works through our past trials and testing. 

The search engine’s task is to lead a searcher to the links that can give the best source of information for the searcher’s query. Some of the criteria that it uses to judge which links are the best include:
The above are a sample of the Google Ranking Factors. Once you have a full grasp of these things, you can readily optimise your law firm’s website in the right manner.

Focus on Your Local Area

After identifying the best keywords to use for your website, it is common to trim down the list with an eye to target your local area. Maximise the strength of those shortlisted keywords on your website by including them in the “high value” real estate on your website (the headings, the page titles etc). 

As a small to medium size law firm, your main objective is not to compete with big firms related to your business online – unless you have the budget to match them. Initially at least, your target demographic is your immediate community around your area. This will allow you to build locally first, and then expand as your business and website authority grows.

Clint’s business is now thriving thanks to his investment in targeted website redesign services and choosing to work with an SEO Specialist in Brisbane – find out what he did!


Clint's BUSINESS is THRIVING thanks to Targeted Website Redesign Services and choosing to work with an SEO Specialist in Brisbane - find out how he did it here!

Do you wonder what an SEO Specialist can do as part of their website redesign services and whether it would help to grow your Brisbane based business? Or does the term “SEO” confuse you – sure you’ve heard of it, but maybe you think it’s something that only big businesses need. And why on Earth would you get your website redesigned ? After all you you paid someone to “design” it for you – isn’t that enough? Clint had these exact thoughts but the phone still wasn’t ringing as much as he wanted and his Fisher & Paykel appliance repair and service business was just surviving.  

Then a chance meeting with a website designer who knew the importance of search engine optimisation (SEO) led him to take the plunge and invest in himself and the growth of his business.  His website now has a user friendly layout, looks much more professional than most of his competitor’s sites and is targeting his ideal customers.  Did the investment pay off? You bet – look at the chart above – this shows how many more “search terms” or “keywords” that Clint’s website ranks for after the work. “So what”, I hear you say ? What does that mean? 

Those extra “search term” rankings translated into more people finding his website and giving him a call. Clint’s business is now thriving and he’s booked out most days. Clint doesn’t worry about the survival of his business or putting paying the bills – in fact, he finds it hard now to take time off!

affordable seo for small business

Here are 5 Things That Improved Clint's website - AKA SEO Internet Marketing Fundamentals

We’ll be sharing more about each of these concepts in articles to come. But in case you’re wondering what they’re about, here’s a short snippet about each. And don’t worry about the dollars – each of these concepts can and should absolutely be part of every affordable SEO package for your small business.

Finding your customers’ voice 

This is at the heart of every good site design – or at least it should be! 

The way search engines connect a customer with YOUR website is through the words used.  You need to find out what those words are. That way its easy for Google and other engines to know that your website will answer the question or solve the problem the searcher (YOUR customer) has. 

If you can do this better than your competitors, then your website will be actively working for you and your customers will be calling you. 

Structure and Layout

When your customer finds your website it needs to be clear that you can solve their problem. 

Nobody has time to go clicking through multiple pages or reading lots of text.

For Clint this meant that he had to make it clear that he was the guy that could fix all types of Fisher & Paykel appliances in Brisbane. 

He also made sure that his customers’ usual questions (eg. price, availability) were all answered in easy to find places on his site. 

He knows this led to him being chosen by quite a few customers.

Keeping it Simple

The other thing Clint’s web designer did was make sure that each page or article had a clear focus. That meant that it was easy to read for his customers. 

But what the web designer knew was that it also made it easy for search engines to know what each page was about ie. appliance repairs in Brisbane. 

You see it is pages or posts that get shown to a customer – not the whole website but a particular page that the search engine thinks will help the searcher (YOUR customer) answer their question.

Getting Connected Online

A lot of people think that if they have a website then that’s all they need to do to be “online”.

Clint had a website but it wasn’t really adding value to his business. His SEO specialist was able to explain that the more times his website and business appeared online, the more REAL his business looked to Google and the more likely it was that his site would be chosen when someone searched.

Clint actively added to his online presence – the simplest one being connecting his site to a Google My Business listing. 

This is one way of getting affordable SEO for your small business in Brisbane or elsewhere.

Going the Distance

Clint started with a website but then did nothing else. As part of the website redesign services, Clint chose to get a plan for regular updates and additions to his website so that his business looked current and active online. 

Search engines love websites that change over time. If you’re looking for information, do you want to get an article from 5 years ago, or something published in the last few months? 

Search engines know we all want current info which is why they prioritise sites that actively update and add content which is what Clint has been doing. SEO for small business can be affordable if done by an SEO specialist.

WordPress or a Website Builder site (like Wix)?


SEO (or search engine optimisation) is the key to gaining better ranking on search engines like Google and getting online traffic (your customers) to your website. A great SEO foundation in a CMS (content management system) plays a crucial part in how easily customers will find your website.

Many of our clients come to us having built their website with a website builder like Wix. As an easy to use, cheap option it can be great for a small business that will generate enough leads through foot traffic (via a bricks and mortar store) or through traffic from social media accounts and word of mouth. However, if your business growth needs more customers than these sources provide, then independent research (and the discussions we have with other website design professionals) shows that a Wix website will be very unlikely to gain traction and rank competitively against the WordPress sites your competitors might have.

Choosign a WordPress website or website builder site like Wix for search engine optimsation can be a difficult decision

For a great comparison of the features of both a WordPress and Wix site in terms of SEO capability have a look at this article from Tyler Horvath or this article from Mark Spera.

If you’re worried about having to pay for ongoing updates to your WordPress site, then don’t. WordPress content updates can be done by almost anyone with a little training. As part of our website build package we provide you with basic training so that you can add content to your site yourself, and update details as needed without having to engage us to do that for you. We can also provide you with some basic SEO training so that your updated content is still delivering the best search engine results to help your business grow.

SEO is a complex subject and in our view (and yes, we are a little biased) search engine optimisation strategy should be a part of any great website design from the start. However, if you’re determined to start your business with a Wix site (or something similar) then as your business grows, you could consider our website redesign services to improve ranking at that stage. If budget is your primary reason for not engaging a professional website designer when you’re starting out, then please contact us and let’s see if we can work out a financially responsible solution for you. We don’t want to take your start up capital that could be better spent in other areas. However, we are also passionate about helping your new business succeed and can tailor packages to suit your budget and make the investment in a quality professionally designed website achievable now.

Whichever way you choose to go, there are pros and cons. Getting customers to your business is key to its success especially in the early stages when it’s relatively unknown in the market. A great website that ranks well in major search engines, can be a big boost to getting your brand into the market, and can provide that valuable social proof that can drive sales and see you achieve success in your new venture.

It costs nothing to have a chat with us about your options so Contact Us today and let’s see how we can help your business succeed.

Why do I need a responsive website and what is a responsive website ?

responsive website design affordable website design

Did you know that Google will tell you if your business website is a responsive website design ? Google’s Mobile Friendly Test tool does just that. But when we talk about a responsive website we’re talking about a website design that not only looks good on mobile but will also remain easy to navigate and easy to view on all devices regardless of their size. In that way, a responsive website design maintains its functionality regardless of the device being used. 

A responsive website design will also usually load faster than one that is not optimised for mobile which can boost your ranking and minimise the chances of your customers clicking off in frustration. In this day and age, social sharing can really help you to grow a bigger audience – with a responsive web design social sharing should be made easier for users.

If your website was built a few years ago, chances are it does not have a responsive design and you could be losing potential customers as they try to navigate their way around a web design that just wasn’t made with their device in mind. Customers nowadays expect to be able to access all of the features of your website regardless of what device they’re using to view it, and increasingly they are accessing your website from a mobile device where navigation menus can be harder to see or click on if they’re not adjusting to fit automatically.

More than 50% of All Searches are done by Mobile Users

Gone are the days when businesses needed to pay for and maintain two versions of one website – a desktop and a mobile version. Although some still do, they are becoming increasingly uncommon. If your web design isn’t responsive it will stand out and may give your viewers the impression your business is not current or is old fashioned – that’s not often a great selling point.

Another benefit of using a responsive website is lower maintenance cost compared to having two versions of the one website.

Search Engines Love A Responsive Website and Your SEO Efforts Will be Rewarded

Responsive websites have a greater likelihood of ranking high in search engine rankings. The ‘user focused’ experience, and access to your quality content will encourage users to look around – the time spent on your website is a factor search engines take into account in deciding where to put your website on the page. Google recommends a responsive website design pattern and keeping Google happy should be a priority if you want your business to be found. The good news is that as it makes for a good user experience, and more time spent on your site, you will naturally increase rankings across all platforms making the most of your SEO efforts.

A responsive website design saves you money, maintenance time and helps you to convert and retain more clients in the long run. Not sure if you have a responsive design? Contact us today for a free consultation and find out if you’re making the most out of your website.