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How to Improve SEO & UX on Law Websites

On law websites, it's important to use the users' language...and to minimize legal jargon...for a better user experience.

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One of our colleagues asked,"If you were working with an attorney to improve a law firm’s search engine optimization, what would be your #1 tip to get results?"

Here is Omni's answer...it's applicable to ALL types of websites.

In This Article

Use the users' language

I’ve implemented SEO on law sites both nationwide and worldwide since 1995. You might think that my #1 SEO tip might have changed in these past 20+ years. But unfortunately, my tip is the same now as it was in 1995.

Attorneys are notorious for writing and speaking in “legalese” (legal jargon). I understand that if they are marketing their law-firm website to other law-firm websites, it’s okay to write and speak in legal jargon.

However, if a law firm is targeting users who don’t understand legal jargon, then guess what? Lose the legal jargon…or use it in combination with the users’ keyword phrases. As we often say in the usability/UX industry, “Use the users’ language.”

Keyword research for law firms & other niche industries

Lawyers have to be careful when conducting keyword research. If they encounter “legalese” in the keyword research tools, they should understand that those specific queries are likely ones that other attorneys are doing. Use that data for legal-specific pages.

One example might be a family attorney. His or her target audience is unlikely to use the keyword phrase “spousal support” when conducting a search in the US. “Alimony” (without the quotes) is a more likely search term. Therefore, a family-attorney website should use BOTH terms on specific pages. Use the users’ language…but also inform them of what the legal term means.

Another example might be a corporate attorney. His or her target audience is likely to use some business jargon. This website should include business jargon in the right context on the website.

Even though this is an "SEO for law firms" article, this advice is applicable to all types of websites. Be aware of using industry jargon. Be aware of using abbreviations that are unfamiliar to site visitors.

SEO TIP: Always spell out an acronym meaning at the top of every page that uses the acronym/abbreviation. Remember, when it comes to SEO, almost every page on your site is a potential entry point. Do not assume that site visitors (or search engines) understand the meaning of an abbreviation.

  • Make it clear to searchers.
  • Make it clear to search engines.
  • Be consistent.

I’m certainly not saying that attorneys should never use legal keyword phrases on their websites. Use the RIGHT words in the RIGHT context. Use the users’ language on your websites. The result? More search engine traffic, more trust, and more conversions.

Related articles

If you liked this search engine optimization tip, here are more links to related SEO tips and articles from Omni Marketing Interactive:

You can also read our articles from other online publications.


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If you have any questions about Omni Marketing Interactive's search engine optimization (SEO), website usability, information architecture (IA), or web design services, please call us at 847-426-4256.

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