Why Your Law Firm’s Contact Page Could Be Hurting SEO (and How to Fix It)
Most law firms understand that a well-designed website is central to their marketing strategy. However, one often-overlooked element that may be actively harming a firm’s SEO performance is the contact page. It’s easy to assume that this page simply needs an address, phone number and a contact form. But in truth, the optimisation (or lack thereof) of your contact page can significantly influence search engine rankings, user experience and lead generation.
In this article, we’ll unpack the common SEO pitfalls found on contact pages for solicitors and law firms, explain why seemingly minor elements can have a major impact, and provide strategic guidance to turn your contact page into an SEO asset, rather than a liability.
The Underrated Importance of Contact Pages in SEO
Google’s primary mission is to deliver the most relevant and authoritative results to users. To do this, it evaluates not just page content, but also the structure, consistency of information, user signals and technical SEO factors. Your contact page — though typically not rich in content — plays a vital role in this ecosystem.
For law firms, especially those operating locally or regionally, the contact page becomes even more significant. Google heavily relies on “trust signals” when determining local rankings, and inconsistencies or technical errors in contact information can erode that trust.
Pro Tip: Your contact page is a trust-deciding factor in local SEO. Ensure it’s optimised to gain competitive local visibility.
The Most Common SEO Mistakes on Law Firm Contact Pages
Generic or Missing Meta Data
Law firm contact pages often lack unique meta titles and descriptions. Many simply use default tags such as “Contact” or “Contact Us,” but this offers no SEO value and makes the page harder to differentiate in search results. Search engines look at these tags to understand the relevancy of a page to a user’s query, and your metadata should reflect key information such as your location and practice area.
Inconsistent NAP (Name, Address, Phone Number)
This is particularly damaging in local SEO. Google cross-verifies your firm’s contact details across your website, citations, Google Business Profile and directories. If your contact page lists a different phone number or address compared to other sources, your credibility—and rankings—can suffer.
Lack of Location-Specific Content
Many law firms with multiple locations use one generic contact page. This is a missed opportunity. Search engines perform better when they can directly match location-specific pages to location-specific search queries. If you serve clients in multiple regions or cities, each location should have its own optimised contact page.
Invisible or Non-Mobile Friendly Contact Forms
With the majority of users accessing legal services via mobile, contact pages that aren’t mobile-optimised or use JavaScript-heavy forms that block crawling can frustrate users and cause search engines to ignore the form content altogether. Also, if the submission form isn’t functioning correctly, this directly impacts your conversion potential.
Poor Internal Linking
All too often, contact pages are stranded, meaning they’re not adequately linked to or from other key pages, such as practice area pages or blog articles. Google relies on internal linking to crawl your website and understand content hierarchy, so this limits your site’s discoverability.
Technical SEO Issues Affecting Contact Pages
Technical elements on your contact page can unknowingly sabotage your firm’s SEO goals. Here are some technical missteps we commonly see in solicitor websites:
1. Noindex Tags: Some firms mistakenly instruct Google not to index the contact page. This sometimes occurs due to template errors or CMS misconfigurations. If search engines can’t index the page, it won’t contribute to your site’s ranking authority or visibility.
2. Duplicate URL Parameters: If your site appends various URL strings (e.g., /contact?office=london), Google might interpret these as separate pages, causing issues with duplicate content and crawling inefficiency.
3. Missing Schema Markup: Structured data, like LocalBusiness or LegalService schema, helps search engines better understand your business. Including JSON-LD schema on your contact page with address, phone number and business hours can improve your presence in local search results.
How to Optimise Your Law Firm Contact Page for SEO Success
Craft Unique, Localised Meta Tags
Instead of “Contact Us,” use descriptive titles such as “Contact Our London Solicitors | ABC Law Firm.” Meta descriptions should entice clicks while incorporating location and practice keywords. This not only improves click-through rates but also sends relevancy signals to search engines.
Ensure NAP Consistency Across All Platforms
Your address, phone number and firm name should be consistent across all digital touchpoints, including your website, directory listings, Google Business Profile and social media bios. It’s best practice to include your NAP details in text format (not images) on the contact page to ensure they can be crawled.
Use Location Pages for Multi-Office Firms
If your law firm has offices in various cities or regions, create separate contact pages for each. Each page should feature:
- Specific title and meta tags with the location
- A unique map embed with that office’s location
- Parking, travel details and opening hours
- Photos or virtual office tours where possible
This not only helps with SEO, but also improves user experience by providing the precise information clients need when visiting your office.
Incorporate Interactive and Evergreen Content
Your contact page doesn’t have to be void of content. Include useful guidance such as what to expect during a first consultation, a list of required documents or even testimonials from clients in that location. This adds relevance and keeps users on the page longer—both of which help SEO.
Pro Tip: Google pays attention to how long users stay on a page. Make your contact page compelling enough to retain attention.
Add Schema Markup to the Contact Page
Structured data ensures that Google easily understands who you are, what you do, and where you operate. Implement the LocalBusiness or LegalService schema, and include precise business hours and the geographical service area where applicable. This can help you appear in rich snippets and Google Map packs.
Improve Internal Linking
Every major practice area page, blog post and landing page should link to your contact page using relevant anchor text like “speak to our solicitors” or “contact our family law team today.” This not only encourages users to convert but strengthens the prominence of your contact page in Google’s eyes.
Make It Fast and Mobile-Friendly
Test the speed and usability of your contact page using tools like Google PageSpeed Insights or GTMetrix. Strip away unnecessary scripts, compress images and test all form submissions. Google uses mobile-first indexing, so your contact page needs to shine on smartphones just as much as on desktops.
Why It Pays to Get Contact Page SEO Right
For many law firms, the contact page is the last touchpoint before a client converts, yet it’s among the most neglected from an SEO perspective. By properly optimising it, you’re doing more than just making it easier for clients to get in touch—you’re boosting your online reputation, enhancing local visibility and contributing meaningfully to the overall ranking strength of your website.
Moreover, as the legal services market becomes increasingly competitive online, especially in urban centres, small improvements to underutilised assets like the contact page can give firms a distinct advantage over slower-moving competitors.
SEO for legal websites is highly nuanced and requires a deep understanding of both legal audience behaviour and technical search engine preferences. To further understand how best to optimise your overall digital strategy, consult our comprehensive law firm SEO guide for an in-depth breakdown.
In Summary
Too many law firms treat the contact page as an afterthought. In reality, it’s a powerful opportunity to influence SEO rankings, attract more local clients and increase conversion rates. By applying even a few of the strategies outlined above—unique meta data, consistent NAP info, schema markup and structured internal links—your firm can gain a measurable advantage.
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