On-page SEO refers to optimizations you make directly on your website to improve search rankings. For law firms, this means crafting every page element—from titles to content to images—to signal relevance and value to both search engines and potential clients.
Title Tags
Title tags are the single most important on-page SEO element. They appear in search results and browser tabs, directly influencing click-through rates and rankings.
Title Tag Best Practices
- Length: 50-60 characters to avoid truncation
- Keyword placement: Primary keyword near the beginning
- Brand: Include firm name, typically at the end
- Uniqueness: Every page needs a unique title
- Clarity: Accurately describe page content
Title Tag Formulas for Law Firms
- Practice area pages: "[Practice Area] Lawyer in [City] | [Firm Name]"
- Service pages: "[Specific Service] Attorney | [City] | [Firm Name]"
- Blog posts: "[Topic]: [Value Proposition] | [Firm Name]"
- Location pages: "[City] [Practice Area] Lawyer | [Firm Name]"
Meta Descriptions
Meta descriptions don't directly impact rankings but significantly affect click-through rates. They're your opportunity to sell the click.
Meta Description Guidelines
- Length: 150-160 characters
- Call to action: Encourage clicks with action phrases
- Value proposition: What makes your firm the right choice?
- Keywords: Include naturally—they'll be bolded in results
- Uniqueness: Each page needs a unique description
Examples for Law Firms
- "Experienced personal injury lawyers in Dallas. Free consultations, no fee unless we win. Call now for a free case review."
- "Trusted family law attorneys helping Houston families through divorce, custody, and support matters. Compassionate guidance when you need it most."
Header Tags (H1-H6)
Header tags create content hierarchy and help search engines understand page structure.
Header Tag Structure
- H1: One per page, typically the page title
- H2: Major sections (practice areas, services, topics)
- H3: Subsections within H2 sections
- H4-H6: Further subdivisions as needed
Header Optimization Tips
- Include keywords naturally in headers
- Use headers to break up long content
- Make headers descriptive and scannable
- Maintain logical hierarchy (don't skip levels)
URL Structure
Clean, descriptive URLs help both users and search engines understand page content.
URL Best Practices
- Keep short: Shorter URLs tend to rank better
- Include keywords: Use relevant terms in the URL
- Use hyphens: Separate words with hyphens, not underscores
- Avoid parameters: Use clean, static URLs when possible
- Logical structure: Reflect site hierarchy
Examples
- Good: /practice-areas/personal-injury/car-accidents/
- Bad: /page.php?id=123&cat=pi
Content Optimization
Keyword Usage
- Primary keyword: Include in first 100 words
- Natural integration: Write for humans, not algorithms
- Semantic keywords: Include related terms and synonyms
- Avoid keyword stuffing: Overuse hurts rankings and readability
Content Quality Signals
- Depth: Comprehensive coverage of the topic
- Originality: Unique insights and perspectives
- E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness
- Readability: Clear, accessible language
- Formatting: Use lists, headers, and paragraphs for scannability
Legal Content Considerations
- Include relevant disclaimers
- Cite authoritative sources (statutes, case law)
- Update content when laws change
- Demonstrate attorney expertise and credentials
Image Optimization
Image SEO Elements
- File names: Descriptive names with keywords (dallas-personal-injury-lawyer.jpg)
- Alt text: Describe the image for accessibility and SEO
- File size: Compress images for faster loading
- Format: Use WebP or optimized JPG/PNG
- Dimensions: Size appropriately for display
Alt Text for Law Firms
- Attorney photos: "John Smith, Dallas personal injury attorney"
- Office photos: "Smith Law Firm office in downtown Dallas"
- Decorative images: Brief description or empty alt=""
Internal Linking
Internal links help search engines discover content and understand site structure while keeping users engaged.
Internal Linking Strategy
- Link practice area pages to related blog posts
- Link blog posts to relevant service pages
- Use descriptive anchor text
- Create topic clusters around key practice areas
- Ensure important pages are well-linked
Schema Markup
Schema markup helps search engines understand your content and can generate rich results.
Essential Schema for Law Firms
- Organization: Firm name, logo, contact information
- LocalBusiness: Address, hours, service area
- Attorney: Individual lawyer information
- LegalService: Practice areas and services
- FAQ: Frequently asked questions
- Review: Client testimonials and ratings
Page Speed and Core Web Vitals
Page experience is a ranking factor. Fast, smooth-loading pages rank better and convert more visitors.
- LCP (Largest Contentful Paint): Under 2.5 seconds
- INP (Interaction to Next Paint): Under 200 milliseconds
- CLS (Cumulative Layout Shift): Under 0.1
On-Page SEO Checklist
For every page on your law firm website:
- Unique, keyword-optimized title tag
- Compelling meta description with call to action
- Single, descriptive H1 tag
- Logical header hierarchy
- Clean, keyword-inclusive URL
- Quality content with natural keyword usage
- Optimized images with alt text
- Strategic internal links
- Relevant schema markup
- Fast loading speed
On-page SEO is the foundation of search visibility. While off-page factors like links and reviews matter, your website must first demonstrate relevance and quality through proper on-page optimization. These elements are entirely within your control—making them the logical starting point for any law firm SEO strategy.