So you’ve just set up your brand new law firm, expecting to get busy with work from your various target clientele. However, you find that, to your dismay, people in your area who are searching for legal help are still going to your competitors. Ever wonder why that is?
The key fact of the matter is, your business may be missing out simply because you’re not optimizing your law firm website to be one of the first few results on the search engine. In today's digital age, especially here in Malaysia, your target audiences are probably searching for “lawyers near me” on Google. And if your law firm isn't high up on the Google rankings as one of the initial results, they're probably going straight to your competitors.
So how do you avoid that from happening? The answer is straightforward but forceful: Local SEO that will put you right up there on the Google rankings.
What’s Really Happening Behind the Scenes
Nowadays, people do not browse directories looking for legal help, they pull out their phone and type in "family lawyer in KL" or "divorce lawyer in Subang."
If your rival law firm company is on Google Maps or on top of the Google rankings, they will get that client. You may have the better product, but they have better web presence.
In fact:
Over 80% of people who do a local search visit or call a company in a day.
Most of us don’t scroll past the initial Google pages.
People trust companies that are reviewed, updated with recent photos, and properly informed online.
This means your competitors are not considered fortunate, but instead they're getting it right. And that "something" is Local SEO for law firms.
What Is Local SEO?
Local Search Engine Optimization, or Local SEO for short, is simply making sure your business shows up at the top of the Google search results when people look for something in your area. It differs from overall SEO in that it's specialized around local keywords and map results.
For example, when an individual types in "criminal lawyer near me", "probate lawyer Bangsar", or "legal advice in Johor Bahru" Local SEO puts your business in the following ranking:
Google Maps
The local 3-pack (top 3 listings with map and reviews)
Local search results on Google
It does this to help you, and you do not need slick tech skills and big budgets for it. All you need is:
A Google Business Profile (formerly Google My Business)
Clear and consistent information online (business name, address, phone)
Local keywords on your website
Good customer reviews
Why It Matters for Law Firms
Customers don't just want the best lawyer, but they want the best lawyer who is nearby, looks real, and is easy to locate.
That's why Local SEO matters for your law firm business:
1. You Get Found by Nearby Clients
People seeking legal help want to speak with someone in a hurry. If your business isn't on the list, they'll simply call the next one that shows up.
2. You Build Trust Online
A verified Google Business Profile which contains your business name, address, services, images, and reviews builds trust. Customers trust what they see online before calling.
3. You Get More Calls, Website Clicks & Consultations
Local SEO makes you more likely to receive direct calls from potential clients searching for your services. Especially helpful in high-intent cases like accident claims, divorce, or criminal cases.
4. You Improve Your Reputation
Positive Google reviews can make your business look good and lead people to have faith in choosing you. Local SEO requires visibility and engagement.
What Can Your Law Firm Do Right Now?
Don't get worried if you're not tech-savvy. Here are some easy things you can do immediately for your local SEO:
1. Claim Your Google Business Profile
It's free and powerful. Make sure your company's name, address, phone number, and website are all current. List your services (e.g. conveyancing, litigation, corporate law), office hours, and some good photos.
2. Ask Clients for Reviews
Happy customers don't mind posting a review; just ask nicely. These reviews make you more visible and make you seem more credible to other people.
3. Use Local Keywords on Your Website
Instead of simply saying "We are a law firm," say "We are a family law firm in Shah Alam" or "Penang property lawyers with experience." These brief statements help search engines associate you with local searches. So the correct keyword research is also important.
4. Be Consistent Everywhere
Make sure your firm’s name, phone number, and address are exactly the same across all online listings: your website, Facebook page, legal directories, and Google profile.
5. Share Helpful Local Content
You don’t need to write long articles. A short blog post like “How to Apply for Divorce in Selangor” or “What to Know About Tenancy Agreements in Malaysia” can show Google (and your clients) that you’re active and relevant.
Don’t Let Your Competitors Win by Default
Customers aren't always choosing the best-qualified law firm, they're choosing the one they see first.
Your competitor is not necessarily more experienced or successful. They just have more online visibility.
But here's the good news
With Local SEO, your law practice will show up, stand out, and start gaining more clients in the area.
Need Help Getting Started?
If you’re not sure how to improve your local presence or don’t have time to manage it all, Legency Group is here to help.
We specialize in helping law firms like yours get found by Google, have a professional online presence, and attract more quality clients, right in your neighborhood.
Don't wait. Each search is a chance to win (or lose) a client. Contact Legency Group today and let's get your firm in front of the people who need you most.
This content is provided by Legency Group.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
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