Tom Desmond CEO

Win online,

get high-dollar clients, and enjoy your success

















Law Firm Website Design That Converts Visitors Into Clients

Our clients are highly visible in the search engines and look great 24/7

Why Hire ApricotLaw?

  • Cutting edge website design, functionality, and maintenance
  • Top-level content writing & law firm SEO
  • Proven high-power organic Google ranking
  • Direct communication with dept heads - no sales reps
  • World class full time employees - no outsourcing
  • Stress free: you can focus on your clients
  • Exclusivity: be the only firm in your territory
  • Full service: design, content writing, SEO, social media, ad retargeting, PPC
  • You own it all: your website, content, images, blogs, social media, directory listings, hosting, & domains
  • No commitment, cancel anytime

Law Firm SEO Frequently Asked Questions

How do you ‘beat’ and ‘outrank’ law firm websites in the top spots of Google?

You want your website to rank organically in the top three of Google for your best keywords. That’s where the best leads are. Right now, your competitors are probably taking those spots, so those are the sites you want to beat.

Law firm SEO and organic Google ranking are all about relevance and authority, so we want to provide better and more relevant information than your competitors. Then, we want to increase your trust and authority numbers to surpass theirs.

So, let’s talk about authority.

Website trust and authority, which is website strength, really is about the numbers. It’s pretty simple. Let us explain:

  1. There are tools that rate website trustworthiness and strength with a score from 1 to 100.
  2. The strongest and most trusted websites climb to the top.
  3. Website trust and strength come from backlinks.
  4. A backlink is a little text link on another website that points to your website.
  5. Good backlinks make you strong; bad backlinks make you weak. (Think of backlinks like your website’s nutrition.)
  6. Websites with a good monthly link building campaign will eventually climb to the top of Google and compete with the strongest websites in the market.

Almost every law firm website we’ve analyzed can be outmuscled in about eight months. Most can be beaten in five months.

Read more about link building here: Link Building for Law Firm Websites

What is on-page search engine optimization?

Everything we do on your website makes you “relevant” for your best search terms in the eyes of Google. In SEO, the term “relevance” describes the extent to which the content of your website’s page matches the search term used. That sounds simple, and it sort of is, but it requires a lot of planning and heavy lifting to show Google that your website is the most relevant for the search and therefore worthy of the top position.

Every page of your website has to be built in a very specific way. Click here to read about the eight most important on-page lawyer SEO elements Google uses to determine relevance: 8 on-page lawyer SEO elements In a nutshell, these elements are as follows: page titles, URL optimization and structure, clean H1 tags, carefully optimized H2 tags (H2 tags need the right “secondary keywords” and buzzwords), 2 to 3 percent keyword density, custom sidebars and menus, internal linking, and relevant outbound links.

Greater keyword research, content writing, and landing page creation optimized to attract your ideal clients is the backbone of your law firm SEO strategy. Publishing sharply optimized website pages built on the exact phrases your prospects are searching in Google will significantly increase your law firm’s revenue.

How much do your monthly services cost?

The monthly SEO budget needs to be right on the money—pun intended—because an underfunded campaign hurts results and an overfunded campaign hurts ROI.

Generally speaking, spend less than 8% of gross revenue on landing new clients and you’ll probably struggle to meet your new revenue goals. If you’re spending more than 14% and not getting a great ROI, you’re probably not marketing wisely.

Monthly law firm SEO fees are determined by the current strength and health of your website and the competitiveness of your market.

If you have tons of great content and decent on-page SEO, we can sharpen the entire site in thirty days and focus on building authority moving forward. Then, your fees will depend on how trusted and authoritative your site is compared to your top competitors.

If your website has good trust and authority metrics but lacks content and on-page SEO, we’ll need a budget that includes content marketing and link building.

Both situations require content and links (and social media and ad retargeting), but the degrees of each will vary, ultimately affecting the price.

At ApricotLaw, we’re prepared to work with monthly budgets that range from $4,500 to $40,000+. Further reading: Percentage of Law Firm Income Invested In Marketing and SEO

How long will it take to rank my law firm website?

Because there are so many factors to consider, it’s case by case. We have pulled law firm websites out of penalties and brought them into the top three for ultra-competitive terms in eight months, so a law firm website in decent health in a fairly competitive market is very easy for us to rank. We’re happy to do a deep analysis of your website versus your toughest competitors and provide you with a proposal to win in your market. Just ask. Call 877-203-0751.

How do you increase law firm website conversion rates?

Millions of dollars have been spent researching what makes website visitors take action, and we read every report and paper we can find on this topic. The following simplifies all of our research in a few bullet points:

  • Clean Law Firm Website Design – Have a great above the fold (ATF) header image, pleasing colors, and simple headline saying what you do, such as “Miami Car Accident Lawyer.”
  • Build Trust – Showcase your badges, testimonials, credibility indicator blurb, and $$$ cases won above the fold.
  • Provide a Clear Call to Action – Display text telling your visitors what to do and what they’ll get, such as “Click HERE for a FREE Consultation.”

That’s just the tip of the conversion iceberg. There’s also visual hierarchy, eye-tracking, heat maps, button colors, step forms, A/B split testing, and more.

We obsess about conversion. We never stop thinking about it and coming up with new ways to improve conversion rates for our clients. Top rankings that ultimately convert into cases allow a law firm to grow and thrive—that’s how you win online.

Should I ask to see law firm website ranking proof?

Absolutely. Thousands of SEO companies out there would gladly take your money. Before handing over a penny, make sure they can show you top three rankings from fifteen to twenty law firm clients in major cities for competitive keywords like car accident, DUI, and divorce. Just call us at 877-203-0751, and we’ll send over proof and references.

Have any of your clients’ sites been penalized?

No. We’ve pulled many law firm websites out of penalties, but we haven’t had one of our clients’ sites penalized. That’s because we stick to the two basic ingredients: relevance and authority.

It all boils down to great original content, clean on-page SEO, and relevant and authoritative backlinks.

Why is ‘organic’ ranking better than PPC?

You really don’t want to pay $200 for one click with Google AdWords. You’ll burn through $40,000 in a weekend. Plus, your conversion rate will be much higher with organic ranking, because it’s not an advertisement. Organic ranking actually builds credibility because Google is choosing you over the other firms in the market.

Our clients invest $5,000 to $8,000 per month in our organic campaigns and get $120,000+ of lead-generating traffic. This means they would have to spend ten to fifteen times more in AdWords to get the same traffic we’re providing organically.

How important is a law firm SEO keyword campaign for getting leads online?

Extremely important! A winning keyword campaign is built on the phrases your best prospects are searching in Google.

We use a winning combination of competitive and fast ranking phrases. For example:
“Miami car accident lawyer” is considered extremely competitive.
“How to prove negligence in texting while driving accident in Miami?” is fast ranking.

We’ve done the research and testing to compile lists of commonly searched keywords based on search volume, relevance, competition, click-through rate, and conversion, so you’ll get the keywords that have a history of success.

Our campaigns start with sixty proven keywords and increase over time. (“LOCATION car accident lawyer” is considered one keyword.) Some of our clients have over 500 keywords in their campaigns and over 95 percent of their search terms ranked in the top ten.

Note: Most phrases you want to rank for will require a dedicated landing page, but a properly built landing page will rank for many permutations of a given phrase and its synonyms. For example, a page optimized for “LOCATION car accident lawyer” should also rank for “auto accident attorney in LOCATION,” “car crash lawyer LOCATION,” “LOCATION attorney for car accident,” and so on.

What is a good backlink profile, and why do we need one?

Great link building profiles yield winning law firm websites. In any industry, whether you’re selling sneakers or washing machines online, the websites with the best link building profiles rank on top and get the most traffic.

The law firm websites with the best backlink profiles will win online, as long as the on-page elements are perfect, too. No exceptions.

The best backlinking profiles have trust flow ratings, society/law topical trust flow, website diversity, high relevance scores, high page authority, perfect anchor text ratio, and gradually increasing link velocity.

Click here to read a very detailed description of these link building attributes: Link Building for Law Firm Websites

Is page load time important? How fast are your landing pages?

Yes, pagespeed plays a small part in rankings. Google likes to promote pages that load quickly because doing so improves user experience, but a slowly loading page with great metrics (TF45+ / PA45+) will crush a fast page with weak metrics.

Because we code all of our websites by hand instead of using themes, our homepages load in 1.5 seconds and our internal pages load in 800 milliseconds. (That’s fast.)

What’s a good content marketing strategy?

We can speak on this subject for days! If you have a few minutes, click here to read about our approach: Law Firm Content Writing

How do you fix my website’s current issues?

Our law firm website SEO overhaul goes way deeper than simply changing meta tags and titles. Google has rules and coding it likes to see in websites that go beyond what users see on the page. With a checklist of over thirty items, Nick Kringas, our on-page lawyer SEO specialist, and our technical SEO go through your website to reoptimize pages to suit your keyword list.

Attention to detail is critical during the SEO overhaul—and so is one special ingredient we happen to have a lot of: the desire to win online.

Should I trust those spam SEO emails telling me my site is horrible?

Although they pop your domain name in the subject line, the truth is most of these emails are sent in bulk, and the “law firm SEO expert” never actually looked at your website. We suggest forwarding these emails to us so we can see whether there’s any validity to their claims. It can’t hurt to look.

Note: Having great communication with your SEO provider will curb the anxiety these spammy attempts can cause.

How is ApricotLaw different from other law firm SEO companies?

For ApricotLaw, organic Google ranking is a full-contact, competitive sport. We’re aggressive, we play hard, and we take winning very seriously. Each team (design, ranking, and promotion) is ultra-present with every aspect of your campaign. That way, you get exactly what you need the moment you need it to show the web you are the authority in your market.

We only want one fantastic law firm per city per specialty. When we sign a contract with you, our goal is to keep you on board with us forever.

What are the main ingredients in Internet marketing for law firms?

We’d say law firm Internet marketing boils down to people, process, and performance. You need great people and smart processes, and everyone must perform.

There’s also the underlying 20 percent art, 30 percent science, 30 percent hard work, 10 percent resources, and 10 percent reporting and client communication.


Your website has to get that knee-jerk reaction from your visitors and persuade them to take action and call you. That is art. Art is in the design and the content writing.


Your website has to be more trustworthy and authoritative than your direct competitors’ sites. Organic rankings come down to numbers: trust flow, topical trust flow, page authority, anchor text ratio, link velocity, and countless other measurements.

Hard Work

It takes a perfectly tuned group of people to drive a winning campaign. Everyone on the team has an important role, and things have to get done right and on time. Internally, we have all kinds of words that mean “play hard.” One of them is “RAGE!!!!”


Who you know plays a part in online marketing, too. We build excellent business relationships with key players in the market and pass the benefits on to you.

Client Communication

You want to know what’s getting done, its effects, the strategy moving forward, and our expectations. Plus, the more we learn about you, the better we can understand and meet your goals. We learn something new on every client phone call, and these little nuggets of information go straight into your SEO campaign.

What’s your process?

This is a pretty hard question to answer in a few paragraphs because everything we do is tailored to the law firm’s needs.

We have to take your online presence and monthly leads from where they are now to a place you never thought possible, and there’s a lot of moving parts involved in making that happen:

  • The first step of the process is getting to know you and your needs. (Call us.)
  • The second step is to do a deep analysis of your website versus the strength of your toughest competitors’ websites.

At that point, we’ll have a crystal clear idea of what we’ll need to get done each month. We can promise you’ll get a ton of special attention even before you choose to hire us. We want to make sure we’re a perfect fit for each other.

How do you handle legal directory listings?

We have a dedicated full-time employee to clean up all of your top-tier legal directory listings: Justia, FindLaw, Martindale-Hubbell, Avvo, HG, Multi-Million Dollar Advocates, BBB, Super Lawyers, LexisNexis, National Trial Lawyers, and a few others.

On top of that, you get more than thirty-five additional legal directory profiles on properties that have fantastic metrics. Most of this work gets done in the first month of engagement.

What’s the best approach to law firm website design?

We are very proud of our designers and developers and feel they are the best in any industry.

Our law firm website designs are really the backbone of our clients’ high conversion rates. We’re always growing, getting faster, getting better, and having more fun!

For step-by-step details on how we take a website from concept to launch, click here: Law Firm Website Design

Who will be my main contact for tracking and reporting?

Lack of transparency and poor communication have been problems in the law firm SEO industry since the beginning.

Some companies grab your money and run.

Some companies actually do some of the work but leave you in the dark.

Some companies have their sales reps try to sell you more services.

The obvious solution—and what’s best for you—is to have a high-level SEO stay in constant communication with you via strategy and feedback phone calls, video updates, and reports.

Kellen Bachman was a website analyst with us for a while, so when he expressed an interest in being in direct communication with our clients, we moved him into that position.

“Market/website analyst” to “client success manager” is the perfect evolution for Kellen. He knows law firm SEO and the legal market as well as anyone, and he has his finger on the pulse of every detail of your campaign.

Our communication strategy benefits you in three ways:

  1. Kellen will be your sounding board. We want to get your feedback (and complaints) so we can make adjustments and exceed your expectations.
  2. He’ll provide complete transparency by walking you through the details of the work of the month and the effects it had.
  3. He’ll describe the strategy for the coming month and what improvements we expect to see.

This improvement does not close the door of communication with the owners of ApricotLaw or anyone else on the team. We’re all available for you, too!

Who will write my law firm website content?

We started our first year in business using swarms of independent contractors to write our content. It worked, but since we evolved into a company of all full-time employees, the quality and results have gone through the roof.

ApricotLaw law firm content writers have created thousands of pages on attorney websites that rank and convert visitors into leads. We’re very excited to have the best and most experienced writers in the industry—experts in writing for law firm websites who are trained in SEO and conversion strategies.

For more reading, click here: Law Firm Content Writing

What’s the ApricotLaw company structure? Do you outsource anything?

95% of the people that do any work for ApricotLaw are full-time employees with full benefits.

We outsource only two jobs:
1. We find local professional photographers to capture high level photography, and these folks are independent contractors.
2. We have one virtual assistant that handles some repetitive copy/paste type tasks

Everything else is done in-house: design, development, programming, IT, content writing, publishing, SEO, link building, directory profile building, social media, ad retargeting, results tracking, analysis, strategic planning, and reporting. You want the white-glove treatment from full-time law firm SEO experts, and we give it to you.

No moonlighters in ApricotLaw.

Who owns ApricotLaw? Do you have investors?

Tom Desmond and Nick Kringas own and work for ApricotLaw. We do not have investors. Your marketing budget goes to paying an excellent group of people to get the work done properly, not some group of investors.

We have an amazing team of writers, lawyer SEO experts (an SEO expert is someone who studies, tests, and bases their self-worth on their ranking reports, because they absolutely love and are obsessed with SEO), designers, and developers. Tom, Nick, and the team live and breathe law firm websites and rankings.

What DANGER SIGNS should I be aware of in the legal marketing and SEO industry?

Scare tactics! Avoid companies that try to scare you into hiring them. They’ll say that SEO companies are bad, backlinks are scary, you’re going to get into big trouble, etc.

You’re too smart for that.

The best way to cut through all the crap is to ask for proof, references, and exclusivity.

SOLID PROOF: Do not even spend 2 minutes listening to or reading a blog post written by someone who cannot show you top 3 rankings for competitive terms in 20 different major cities.

REFERENCES: Get a list of ten references and call at least 5.

EXCLUSIVITY: Make sure you’ll be the one and only law firm in your location and legal specialty.

There, problem solved.

What’s the best and fastest way to become an educated SEO consumer?

1. Learn the lingo: relevance, authority, trust flow, topical trust flow, page authority, title tags, H1 and H2 tags, meta descriptions, landing pages, keyword density, internal linking, relevant outbound links, custom menus and sidebars, anchor text ratio, link velocity, link diversity

2. Poke around in the free versions of these tools and compare to your website metrics to your local competitors, and see what backlink numbers you need to beat them. Majestic, Ahrefs, MOZ, SEMRush

Is it important for my SEO expert to be an attorney?

There’s no advantage. It’s true that the content published on your site needs to follow a few simple guidelines, but you do not need to be an attorney to follow them.

What you do need is great writers, great designers, cutting edge developers, and a killer leadership team.

Again, just ask for ranking proof, references, and exclusivity and you’ll be fine.

Is there an automated SEO-friendly or drag and drop system out there I can use to minimize costs?

Shortcuts, automated systems, and/or anything that isn’t “handmade” is a bad idea. There’s tons of tricks for getting things done quickly and cheaply, but using them or hiring companies that use them will kill your rankings and your brand. Google is too smart for that kind of silliness. Your internet marketing absolutely must be custom and handmade by skilled professionals.

Do you write and distribute press releases?

Yes. PR distribution has proven effective for boosting local rankings in Google Maps. We routinely ask our clients for press release topics so that we can provide a steady stream of these important links.

What is article syndication and do you do this?

No, we don’t blast the web with useless content. Article syndication is another old tactic that allowed SEOs and advertisers to get their content published in dozens of websites quickly. The main purpose was to get a backlink for their main law firm website. As far as we’re concerned, this never worked.

Is link building a “scheme” and is it bad for my website or law firm?

“Scheme” sounds pretty harsh. In reality, websites with the best backlinks with the best TF, TTF, and PA scores rank in the top 3 for the most competitive keywords in any city and any industry. Google’s terms of service is very strict, but the rankings do not lie. In fact, Google’s algorithms actually promote websites that go against their own terms of service. – Read what Google says

The truth is, bad links produce bad results, so you don’t want links from farms, irrelevant websites, pages with low PA scores, untrusted websites, irrelevant forums, low-quality directories, widgets, or with over-optimized spammy anchor text.

How do you help us get reviews from our clients?

Law firms with lots of great reviews rank well and convert the best, no question. Your online reputation is to be taken seriously, so we set you up with Birdeye and guide you through the simple process.

What to avoid: posting fake reviews about your firm or others, editing reviews before publishing them on your website, paying or gifting someone to give you a positive review.

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