When lawyers think about SEO, they usually focus on keywords, backlinks, or Google reviews. But there’s a simple tactic sitting right on your own website that can give you a boost: internal links.
Internal links are just links from one page of your website to another. They may sound basic, but when used strategically, they can improve your rankings, guide potential clients to the right pages, and ultimately help you bring in more cases.
Why Internal Links Matter for Law Firms
Google looks at links to understand which pages on your site are most important. If you connect your strongest pages (like a blog post that gets lots of traffic) to your key service pages (like “Divorce Lawyer” or “DUI Defense”), you’re telling Google which pages deserve more visibility.
But it’s not just for search engines. Internal links also make your website easier for people to navigate. Imagine someone reading your blog about “What To Do After a Car Accident” and then seeing a link that takes them straight to your “Personal Injury Services” page. That’s a natural path from learning to hiring.
How to Add Internal Links the Right Way
The trick isn’t to add a bunch of random links. It’s about being intentional. Here’s how:
- Start with your strongest pages: Look in Google Search Console to see which blogs or pages already bring in traffic.
- Link to important services: Connect those high-traffic pages to the practice areas you want more visibility for.
- Use descriptive text: Instead of “click here,” use something like “learn more about our criminal defense services.”
- Keep it natural: Add links where they fit the context of what you’re writing, not just for the sake of it.
Make Sure Clients Find the Right Page
Internal linking is one of the easiest SEO strategies your law firm can put into action, and it costs nothing to do. By pointing traffic and authority toward your most important service pages, you help both Google and potential clients find exactly what they need.
At PointClick, we help small law firms fine-tune strategies like this to maximize their visibility and attract more clients online. Want to make sure your website is set up to guide visitors to the right pages?
