Running a law firm in Texas is not for the faint-hearted. Every major city – Houston, Dallas, Austin, San Antonio – is packed with lawyers all chasing the same clients. Some have bigger ad budgets, some flood the highways with billboards, and others rely on referrals that never seem to come through.
Here’s the thing though: your clients aren’t picking up the phone because they saw your face on a bench. They’re finding their lawyer on Google. The firms that show up first when someone searches “Houston personal injury lawyer” or “Austin criminal defense attorney” get the calls. Everyone else gets scraps.
That’s what SEO fixes. It’s not some magic code trick. It’s a steady, practical system that helps people in your area find you, trust you, and reach out. Below are ten proven SEO strategies that help Texas law firms climb search rankings and stay there.
Most of your clients don’t care about national rankings. They want someone nearby who understands Texas law and local courts. That’s why local SEO is where you start.
Claim your Google Business Profile (formerly Google My Business) and make sure every detail is correct.
Ask happy clients to leave a Google review. Even a handful of genuine ones can boost your visibility fast. And when you get a bad review, don’t panic. Respond calmly and professionally. People read how you handle criticism more than the criticism itself.
Nobody’s searching for “civil litigation specialist.” They’re typing “Dallas injury lawyer” or “Austin divorce attorney near me.”
Go for specific, high-intent keywords that show a client is ready to hire, not just researching.
Examples:
Tools like Ahrefs or Google Keyword Planner can help you find phrases that actually drive calls. Then, work those naturally into your page titles, headings, and content.
Most law firm blogs sound like they were written for robots. Avoid that trap.
If you want your site to rank and convert, write like you know Texas law and Texas people. Explain real issues, use plain language, and add detail that shows you actually understand the system.
Try topics like:
Each article should end with a clear next step: call, email, or schedule a consultation. That’s how you turn readers into clients.
Google cares about user experience, and so do clients.
Run your site through Google’s PageSpeed Insights tool. If it takes longer than three seconds to load, fix it. Compress large images, enable caching, and check that your mobile version looks clean.
Add a visible phone number, quick contact form, and clear navigation. And lose the stock photos. Show real faces, real offices, and real Texas scenery. People can spot fake in half a second.
In SEO, backlinks are like votes of confidence. When credible sites link to you, Google pays attention.
Start local.
Keep your NAP information identical on every directory—Avvo, Justia, Yelp, you name it. Consistency builds authority.
SEO isn’t one and done. It’s an ongoing game of small tweaks and smart moves.
Use Google Analytics and Search Console to track where visitors come from, what pages they read, and which keywords bring leads.
If a blog post pulls traffic, expand it. If a service page drops, refresh the content or update the meta tags. You can’t improve what you don’t measure.
Schema markup is simple code that helps search engines understand your content. For law firms, that means marking up your practice areas, reviews, and address using the “LegalService” schema.
This can make your listings appear with stars, FAQs, or snippets that stand out on Google. If coding isn’t your thing, your web team can add it easily.
People don’t just hire skill, they hire trust. A short video can show your personality in a way text never will.
Shoot a quick clip where you explain what happens after a car wreck or how to handle a first court appearance. Keep it under two minutes and upload it to your homepage, YouTube, and your Google Business Profile.
You don’t need a film crew, just good lighting and genuine delivery.
More Texans are asking Siri or Alexa to find their next lawyer. That means you need to write the way people talk.
Add question-style phrases to your content:
This makes your site more likely to appear in voice results and featured snippets.
SEO takes time and patience. You can handle the basics yourself, but once you hit a wall, bring in someone who does this full-time.
Strottner Designs works with law firms and knows Texas markets. We’ll help with keyword research, local listings, content strategy, and link building while you stay focused on clients.
You can be the best lawyer in Texas, but if no one finds you, it doesn’t matter. SEO bridges that gap.
Start by owning your Google profile, improving your site, and writing content that sounds like it came from you, not a marketing intern. Keep showing up in local search results and watch what happens. The clients will follow.
And remember, if all of this feels like a lot when trying to run your practice, that’s because it is. Contact us today, and learn how we can help you with one of our Concierge packages.
Interested in a new site and SEO, or just a new site? Visit Home of the Free Website to learn how we can build you a free or affordable site.
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