If you’re trying to grow your law firm’s visibility online, you’ve probably heard about the importance of backlinks. But what exactly are backlinks—and how can lawyers get them ethically, affordably, and effectively?
In this guide, we’ll break down:
What backlinks are
Why they matter for law firm SEO
The best ways for lawyers to earn backlinks in 2025
Common mistakes to avoid
How to get started today, even if you’re new to digital marketing
What Is a Backlink?
A backlink is a hyperlink from another website that points to your website.
For example:
If your profile on TopLawyersNow.com includes a clickable link to your law firm’s homepage, that’s a backlink.
Search engines like Google use backlinks as one of their top ranking signals. Think of each backlink as a vote of trust from another site. The more relevant and high-quality those “votes” are, the more likely Google is to view your site as reputable and worth showing to potential clients.
Why Backlinks Matter for Lawyers
Backlinks may help your law firm:
Rank higher in Google for local or practice-specific search terms
Attract referral traffic from other websites
Build authority in competitive practice areas
Outperform competitors who rely solely on paid ads or directory fees
But not all backlinks are equal. A single high-quality backlink from a trusted legal directory or publication may carry more weight than dozens of low-quality links from irrelevant sites.
7 Ways Lawyers Can Get Quality Backlinks
You don’t need to hire an SEO agency or write hundreds of blog posts to start earning backlinks. Here are several methods lawyers can use—some free, some fast, all legitimate.
1. Claim Your Free Profile on TopLawyersNow.com
Every attorney who claims a Platinum profile on TopLawyersNow receives a dofollow backlink to their website. You can also publish legal articles under your name, which can further reinforce your authority and creates internal links that search engines can index.
It’s fast, and designed with SEO in mind.
2. Get Listed in Legal Directories
Other directories that may help include:
Justia
Avvo
Martindale-Hubbell
Your state or local bar association
Tip: Not all directories provide SEO value. Look for ones that allow a public-facing profile with a live link to your website.
3. Contribute a Guest Blog or Article
Offer to write short legal articles for:
Local business websites
Community newsletters
Other law firms (non-competing practice areas)
Legal-focused blogs or podcasts
These contributions often include a byline with a backlink. Focus on topics that answer common legal questions in your practice area.
4. Get Mentioned in Local Media or Community Websites
If you:
Host a free legal seminar
Volunteer in the community
Sponsor a local event or sports team
…there’s often a chance your name and firm will be mentioned online—with a link to your website.
5. Use Your Bar Association or Law School Alumni Page
Many bar associations and law school alumni groups include member directories. Make sure your profile links to your website—and is up to date.
6. Ask Vendors or Technology Partners
If you use a legal tech platform like Clio, LawPay, or practice management software, they may feature you in:
Case studies
Customer spotlights
Partner directories
These backlinks are often strong and relevant to your field.
7. Share Your Content in Legal or Business Communities
Write or repurpose helpful content and share it in:
LinkedIn groups
Legal Facebook communities
Reddit threads (if relevant)
Niche Slack or referral networks
Always link back to your full article on your site or profile when appropriate.
Backlink Mistakes Lawyers Should Avoid
Avoid these common backlink traps:
Buying links from unknown sites or “link farms” — this may hurt your SEO
Using spammy directories that aren’t indexed or have low authority
Over-optimizing anchor text (e.g., stuffing keywords into links unnaturally)
Ignoring your own website — backlinks help more when they point to a well-built page
Focus on relevance, quality, and slow-but-steady growth.
How to Start Building Backlinks Today
If you’re just getting started:
Claim your free TopLawyersNow profile and link it to your website with a Gold or Platinum level profile
Make a list of your current bar associations, directories, and vendors — update any profiles with links
Choose one blog post idea and write a short article
Offer that article to a local organization or publish it on your profile page
Repeat monthly for consistent backlink growth
Final Thoughts
Getting backlinks for your law firm doesn’t have to be expensive or overwhelming. By focusing on a few trusted sources and maintaining an accurate online presence, you may gradually improve your SEO and visibility over time.
If you want to earn your first backlink today, start here with a profile and upgrade to Gold or Platinum on TopLawyersNow.com
You’ll join a growing community of attorneys building real visibility.
