Would you trust a lawyer who’s invisible on Google?
Neither will 92% of your potential clients stick to the top search results.
That’s why link-building for law firms is the key to getting noticed, building trust, and attracting high-intent clients.
Each backlink acts as a vote of confidence, boosting your firm’s credibility and search rankings—websites ranking #1 on Google average 3.8x more backlinks than lower-ranked pages.
But success is all about strategic, authoritative connections.
While you could go it alone, partnering with a law firm marketing agency ensures you build links that truly move the needle.
Ready to dominate the competition?
Let’s explore 10 proven link-building strategies tailored just for law firms.
1. Dominating Legal Directories
Joining directories like Avvo, Justia, and SuperLawyers is about using these platforms as SEO powerhouses for link-building for law firms.
These directories carry high domain authority, making them essential tools to build credibility and attract backlinks.
But to get accurate results, you need to optimize—not just show up.
How to Dominate Legal Directories
- Think Like a CRO Expert
Your profile should convert visitors into clients. Use a strong headline (“Over $15M Recovered for Personal Injury Victims”), highlight key results, and include calls-to-action like “Schedule a Free Consultation Now.” - Consistency Is Key
Ensure your Name, Address, and Phone Number (NAP) match across all platforms, including your website and Google Business Profile. Tools like Moz Local can help you audit inconsistencies that could hurt your SEO. - Collect Reviews Like Gold
Reviews boost your profile’s visibility and attract potential clients. For example, Trey Porter Law increased leads after earning 50+ five-star reviews on Avvo. Ask happy clients to leave reviews and make it easy by providing direct links to your profiles. - Link to Key Pages
Don’t just link to your homepage—connect your directory profiles to specific practice area pages, such as “Dallas Car Accident Lawyer” or “Top Divorce Attorney in Chicago.”
Source: Avvo
Why It Matters
An optimized legal directory profile earns backlinks, drives referral traffic, and boosts client inquiries.
2. Be the Expert Everyone Quotes: HARO (Help A Reporter Out)
What if your expertise could land you a feature in Forbes, The New York Times, or a top-tier legal blog?
That’s precisely what HARO (Help A Reporter Out) does—it connects journalists with industry experts like you, offering a simple way to build law firm thought leadership and secure high-authority backlinks.
For law firms, HARO is a game-changer in link building.
How HARO Works for Law Firms
- Sign Up: Create a free account on HARO (or a premium account for additional perks).
- Find Relevant Queries: Browse daily emails for journalist requests in your area of expertise, such as personal injury, family law, or criminal defense.
- Pitch Your Expertise: Respond with valuable, concise insights demonstrating your authority.
Pro Tips for Maximizing HARO Success
- Be Fast: Journalists often work on tight deadlines. Respond within hours of receiving a query.
- Be Relevant: Stick to your practice areas to establish credibility.
- Include a Bio: End your pitch with a short bio that links to your website or a specific practice page for a high-value backlink.
Why HARO is Essential for Law Firms
- Builds authority by positioning you as a trusted expert.
- Earns backlinks from high-DA news sites and blogs.
- Boosts visibility among potential clients who see your name in trusted publications.
Source: Inquivix
3. Repurpose Like a Pro: From Blog Posts to Share-Worthy Infographics
Your blog is packed with legal insights—but is it earning the backlinks it deserves?
Repurposing top-performing content into visual, shareable formats like infographics, videos, or guides can supercharge your link-building for law firms.
Why? Because engaging, easy-to-digest content is more likely to be shared, linked to, and referenced by others.
Step 1: Use Analytics to Identify Your Best Content
Before repurposing, pinpoint which content is already performing well. This is where marketing analytics for law firms comes in. Use tools like Google Analytics or Ahrefs to:
- Find blog posts that attract the most traffic.
- Identify posts with high engagement or long-time-on-page metrics.
- Spot pages that already have backlinks but could reach a wider audience.
Step 2: Turn Content into Infographics
Visual content grabs attention fast. For example, a blog on “5 Steps to File a Personal Injury Claim” can be transformed into a clean, engaging infographic.
Platforms like Canva and Piktochart simplify creating professional visuals, even if you’re not a designer.
- Pro Tip: Include your law firm’s logo and website link on the infographic. Your brand will benefit from its sharing.
Source: Nolo
Step 3: Share, Share, Share
Once you’ve created your infographic or video:
- Post on Social Media: LinkedIn, Facebook, and Pinterest are goldmines for sharing visual content.
- Send to Industry Blogs: Reach out to legal blogs or partner sites offering the infographic as a resource.
- Email Campaigns: Use email marketing for law firms to distribute your visuals to your network or past clients.
4. Partner with Legal Industry Insiders
Regarding law firm link-building, partnerships are among the most effective (often overlooked) strategies.
Collaborating with legal tech providers, other law firms, or industry publications can help you secure high-quality backlinks while growing your professional network.
It’s building relationships that benefit your brand and reputation.
Where to Find Partnership Opportunities
- Legal Tech Companies
- Think about the tools you use daily, such as case management software or legal research platforms. Many companies highlight user testimonials on their websites, often linking to your firm.
- Law Firm Alliances
- Partner with non-competing law firms to cross-promote each other’s services. For instance, an immigration attorney can refer cases to a family lawyer, and both can create a joint blog post linking to each other’s sites.
- Legal Publications
- Contribute guest articles or expert commentary to respected platforms like Law Technology Today or Attorney at Work. These publications often allow backlinks to your website.
How to Build Partnerships Effectively
- Personalized Outreach via Email
Use email marketing for law firms to connect with potential partners. Personalize your emails by mentioning how their expertise or audience aligns with your firm’s goals.- Pro Tip: Keep the email short and offer mutual value. For example:
- Offer Value First
- Provide a testimonial for a product you love, or invite a legal influencer to co-host a webinar. Give before you ask—this builds trust and goodwill.
Quick Partnership Ideas
| Type of Partner | How to Collaborate | Backlink Opportunity |
| Legal tech companies | Write case studies or testimonials | Featured on their website with a link to your firm |
| Non-competing law firms | Write joint blog posts or share referrals | Backlinks from the partner firm’s website |
| Legal industry influencers | Host a podcast or webinar together | Reciprocal links from social media or blog promotions |
| Industry publications | Contribute guest posts or provide expert commentary | Author bio with a backlink to your site |
5. Local Love: Sponsorships That Earn You Links AND Community Cred
Think of local sponsorships as a two-for-one deal: you can positively impact your community and boost your SEO through link-building for law firms.
Whether sponsoring a charity run, a youth sports league, or a community fundraiser, these partnerships elevate your firm’s reputation and earn backlinks from trusted local organizations, news outlets, and event websites.
How Local Sponsorships Boost Link Building
- Get Listed on Local Event Pages
- Most events create web pages to showcase their sponsors. By sponsoring an event, your firm’s logo (and a backlink to your website) will often appear on high-authority local domains (.org, .edu, or .gov).
- Leverage Social Media Buzz
- Many community events have strong social media followings. Sponsorships often include shoutouts with tags and backlinks on platforms like Facebook and Instagram, driving additional exposure.
Promoting Sponsorships with Facebook Ads
Once you’ve secured a sponsorship, amplify it with Facebook ads for law firms to maximize visibility and engagement. Here’s how:
- Run Event-Focused Ads: Highlight your involvement in the event with ad copy like: “Proud Sponsor of the Annual [Event Name]! Learn More About How We Support [Cause/Community].”
- Target Local Audiences: Use Facebook’s geo-targeting to promote your sponsorship to residents in your area. This will position your firm as an engaged, community-driven brand.
- Include a Link to Your Site: Direct users to a landing page explaining your community involvement and linking to your primary practice areas.
6. From Courtrooms to Podcasts: The Link-Building Power of Your Voice
Your expertise belongs in the courtroom and people’s headphones.
Podcasts have become a powerful tool for law firms to build links, allowing you to share insights, build authority, and generate high-quality backlinks from podcast websites, guest bios, and promotional materials.
How Podcasts Enhance Link Building
- Guest Appearances on Established Podcasts
- Appearing as a guest on popular legal or industry podcasts exposes you to new audiences and earns you backlinks from the podcast’s website and episode notes.
- Example: A personal injury lawyer discussing “The Biggest Mistakes in Car Accident Claims” on a local business podcast could include links to their firm’s blog or practice area page.
- Host Your Podcast
- Running your podcast gives you complete control over the content, branding, and backlinks. Every episode can link to your website, specific landing pages, or blog posts for further engagement.
- Bonus Tip: Invite local businesses or legal influencers to your show and benefit from reciprocal backlinks when they promote the episode.
Promote Your Podcast with Google Ads
Want to ensure your podcast reaches a broader audience? Use Google ads for law firms to promote episodes or the show itself. Here’s how:
- Create a Dedicated Landing Page: Build a page for your podcast with links to key episodes and subscription options.
- Run Targeted PPC Campaigns: Use Google Ads to promote your podcast to people searching for related topics (e.g., “personal injury advice podcast” or “business law tips”).
- To boost Click-Through Rates, Include attention-grabbing ad copy like “Learn Legal Secrets Straight From the Experts—Subscribe to Our Podcast!”
Real-Life Example
The hosts of Lunch Hour Legal Marketing, a podcast that helps lawyers improve their digital presence, link to tools, resources, and guest bios on their website in every episode.
Source: Spotify
Why Podcasts Work for Link Building
- Backlinks from podcast sites, episode notes, and guest promotions strengthen your SEO.
- Builds trust and thought leadership by showcasing your expertise to a broader audience.
- Drives organic traffic while opening doors for collaborations and partnerships.
7. Turn Broken Links into Opportunities: The Fix-and-Pitch Method
Imagine finding treasure in someone else’s backyard—except the treasure is a broken link, and the reward is a high-quality backlink for your website.
Link building for law firms through broken link building is a highly effective (and underutilized) strategy.
It’s simple: find broken links on other legal or industry websites and offer your content as the perfect replacement.
How the Fix-and-Pitch Method Works
- Find Broken Links
Use tools like Ahrefs or SEMrush to scan legal websites, directories, or blogs for broken outbound links (404 errors).- Pro Tip: Focus on sites within the legal niche, such as law firm blogs, legal resource hubs, or local bar association pages.
- Identify Relevant Content
Once you find a broken link, ask yourself: Do I already have content that matches the topic? If not, create something valuable to fill the gap. For example:- Broken Link: “Guide to Filing a Workers’ Compensation Claim”
- Your Solution: An existing blog post or a new article tailored to this topic.
- Pitch the Website Owner
You can contact the site’s admin by pointing out the broken link and offering your content as a replacement. Keep the email short, friendly, and solution-focused.
Why This Strategy Works
- Win-Win Situation: You help website owners clean up broken links while earning valuable backlinks.
- Targeted SEO Value: Backlinks from legal or niche-relevant websites boost your authority in the eyes of search engines.
8. Claim What’s Already Yours: Unlinked Mentions Are Hidden Gems
Your law firm’s name might already be floating around the internet, mentioned in articles, blogs, or local news stories.
But here’s the problem: many of these mentions don’t include a backlink to your website.
This is where link building for law firms gets easy—turning those unlinked mentions into valuable backlinks.
What Are Unlinked Mentions?
An unlinked mention is when your law firm is referenced online without a clickable link to your site. For example:
- A local newspaper article mentions that “Smith & Johnson Law Firm helped raise funds for the community,” but it does not link to your website.
These mentions are low-hanging fruit. Since you’re already recognized, asking for a link is often a simple request.
How to Find Unlinked Mentions
- Use Tracking Tools
Tools like Google Alerts, Ahrefs Content Explorer, or Brand24 can help you track mentions of your law firm online.- Set alerts for your firm’s name, key attorneys, or branded terms (e.g., Smith & Johnson Law, Smith & Johnson Attorneys).
- Filter for Opportunities
Focus on mentions from reputable sites, like legal blogs, news outlets, or community organizations, to maximize backlink value.
How to Claim Your Backlink
- Reach Out to the Content Creator
Politely contact the website owner or journalist, thanking them for the mention and requesting a backlink. Keep your tone professional and helpful.- Example Email:
Subject: Quick Update to Your Article
Hi [Name],
Thank you for including [Your Law Firm] in your recent article, “[Article Title].” We’re thrilled to have been mentioned!
I noticed there isn’t a link to our website. I’d be happy to provide the correct URL so your readers can learn more about our work more efficiently.
Thank you so much for your time, and let me know if you need anything else!
Best regards,
[Your Name]
- Example Email:
- Follow Up
If you don’t get a response after a week, send a polite follow-up email. Persistence often pays off.
Why It Works
- You’re building on existing recognition, making it a low-effort, high-reward tactic.
- Backlinks from trusted sites increase your firm’s visibility and authority, improving your search engine rankings.
9. Create “Link Magnets”
Publishing blogs is great, but to stand out and supercharge your link-building for law firms, you must create link magnets.
These are pieces of content so valuable, engaging, or unique that other websites naturally want to link to them.
A regular blog post educates your audience; a link magnet makes your firm the go-to source in your field.
What Makes a Link Magnet?
An actual link magnet solves problems, provides data, or offers unique insights. Here are a few examples of content types that work:
- In-Depth Guides: “The Ultimate Guide to Personal Injury Claims in 2025”
- Original Research: Share insights or legal trends backed by your data.
- Tools or Resources: Offer calculators, templates, or checklists. For example, a “Child Support Calculator” for family law clients.
- Engaging Visuals: Infographics or interactive tools that summarize complex topics in a digestible format.
Source: Тorhoermanlaw
The Role of SEM for Law Firms
Creating a link magnet isn’t enough—you must get it in front of the right audience. This is where SEM (search engine marketing) for law firms can amplify your efforts.
- Promote Link Magnets with Paid Ads: Use Google Ads to drive traffic to your link magnet. For example, promote your “Step-by-Step Estate Planning Guide” with keywords like “estate planning lawyer near me.”
- Leverage Remarketing: Retarget visitors who interact with your content to encourage them to revisit or share it.
Paid campaigns boost visibility, making your link magnet more likely to attract backlinks organically over time.
Why Link Magnets Matter for Law Firms
- Earn Backlinks Naturally: Link magnets make other websites want to cite your content, strengthening your SEO.
- Boost Organic Traffic: High-value content is more likely to rank independently, bringing clients to your site without added effort.
- Complement Paid Ads: When combined with SEM for law firms, link magnets become even more potent by driving paid and organic traffic.
10. Anchor Text Done Right: Lead Search Engines and Clients to You
When building links for law firms, the words people click on—anchor text—are just as important as the links themselves.
Optimized anchor text tells search engines what your linked content is about and guides potential clients to the most relevant pages, boosting SEO and conversions.
Done right, anchor text can be the bridge between visibility and action.
What Is Anchor Text?
Anchor text is the clickable text in a hyperlink, often underlined or in a different color. For example:
- “Learn more about our [personal injury law services].”
Here, the words “personal injury law services” are the anchor text, and they tell both users and search engines what to expect when they click the link.
The Role of Anchor Text in Law Firm CRO (Conversion Rate Optimization)
Optimized anchor text improves SEO and drives better click-through rates and conversions, which are crucial for law firm CRO. How?
- Relevance: Clear, descriptive anchor text increases users’ likelihood of clicking and staying on your page.
- Trust: When users know exactly where a link will take them, they’re more likely to engage.
- SEO Boost: Search engines use anchor text to understand the content of the linked page, which helps you rank higher for targeted keywords.
How to Optimize Anchor Text
- Be Specific and Relevant
Avoid generic phrases like “Click here” or “Learn more.” Instead, use descriptive keywords that match the linked content. For example:- Instead of: “Read more about our services [here].”
- Use: “Explore our [child custody legal services].”
- Use Keyword Variations
For example, if your focus is on injuries, alternate between variations like:- “What types of injuries are covered in personal injury claims.”
- “A guide to filing claims for workplace injuries.”
- Place Anchor Text Strategically
- Anchor text should be within the main content of your webpage, not buried in footers or sidebars. Search engines and users give more weight to links in prominent positions.
Why Anchor Text Matters for Law Firms
- SEO Signals: Helps search engines understand your site’s content, boosting your rankings.
- Improved User Engagement: Clear anchor text directs users to precisely what they want.
- Better CRO Results: You can increase leads and conversions by pairing optimized anchor text with high-value landing pages.
[A] Growth Agency Builds Links That Build Your Firm
Link building is building trust, authority, and long-term growth.
With link building for law firms, the right strategies deliver accurate results by driving traffic, boosting SEO, and attracting high-intent clients.
Key Takeaways
- Legal directories: Optimize profiles to convert traffic.
- Local sponsorships: Earn links and community trust.
- Anchor text: Boost SEO and client engagement.
- Broken links: Turn errors into opportunities.
- Link magnets: Create content people can’t ignore.
At [A] Growth Agency, we craft digital strategies, including SEO, email marketing, and CRO, to help law firms grow more intelligent and faster.
Let us, your trusted law firm marketing agency, build links that build your firm.
Contact us today to start scaling your success!
