Simple Ways to Improve Voice Search Optimization for Your Law Firm

Why Voice Search Matters

The way people search online has shifted dramatically, and voice search is at the heart of this change. Instead of typing out stiff keywords, potential clients are asking natural, conversational questions like, “Who’s the best attorney near me?” or “How do I file for divorce in Colorado?” For law firms, this means adapting to how people talk, not just how they type.

Voice search is becoming a key way for individuals to find legal help. Whether they’re using smartphones, smart speakers, or in-car systems, voice assistants are reshaping how potential clients interact with search engines. By focusing on conversational language and creating content that answers specific legal questions, your firm can connect with clients more effectively and stand out from the competition.

Conversational Keywords

When someone needs legal help, they moving away from typing robotic phrases like “best law firm Denver.” Instead, they’re asking complete, conversational questions like, “Is there a personal injury law firm near Union Station?” or “What’s the best way to fight a speeding ticket in court?” This shift to natural, spoken language is why long-tail keywords are so effective for voice search optimization. Long-tail keywords have been a strategic weapon for law firm SEOs for years now, and with voice search removing the time it takes to type them up, the results of those efforts are shining brighter than ever.

To make your law firm easier to find, focus on creating content that reflects how people actually speak. Think about the types of legal questions your clients commonly ask. Use tools like Google’s autocomplete or any of the various keyword research platforms to uncover these conversational phrases. For example, instead of “divorce lawyer,” use phrases like “What are the benefits of hiring a divorce lawyer?”

By weaving these conversational keywords into your content naturally, your website becomes an appealing resource for voice queries, helping potential clients find you faster.

FAQs and Voice Search

Potential clients searching for legal help often have specific questions in mind: “What’s the process for filing a personal injury claim?” or “How do I choose the right attorney for a slip and fall accident?” Including a well-crafted FAQ section on your website is one of the easiest ways to address these queries and optimize for voice search at the same time.

FAQs work well because voice assistants often pull answers from straightforward, question-and-answer content. Think about the questions your clients ask during consultations or over the phone. If you’ve already filmed videos answering your FAQs – get them transcribed and add that text to your content. Use these as the foundation for your FAQ content because it’s likely there are plenty of other people wondering the same thing. Write clear, concise answers that address their concerns directly—no need for jargon or overly technical language.

Additionally, make sure to structure your FAQ section with headers and schema markup (more on that later) to make it easier for search engines to find and understand your content. The better your answers align with common voice queries, the more likely they are to drive traffic to your site.

Page Load Time

When someone uses voice search to find a law firm, they want quick answers—and search engines prioritize websites that deliver fast results. Page speed is a convenience, but it’s also a direct factor in how your site ranks, especially for voice search.

Slow-loading pages frustrate users and often lead to higher bounce rates. Voice assistants are less likely to answer queries with content that comes from slow loading websites, and Google is less likely to rank this content highly for the voice assistant to discover. To avoid losing potential clients, we always recommend making your website as fast as possible. Start by compressing images, reducing unnecessary code, and enabling browser caching. Tools like Google PageSpeed Insights can help identify specific areas for improvement for your web team to optimize your site’s speed.

Even small changes can make a big difference. A website that loads one second faster could improve your rankings and provide a better experience for potential clients, which can make them more likely to trust and contact your firm.

Ranking High for “Near Me” Searches

Many voice search queries for law firms are local, like “Who’s the best family lawyer near me?” or “What’s the closest personal injury attorney’s office?” To capture these searches, your firm needs a strong local SEO strategy.

Start by optimizing your Google Business Profile. Make sure all your information—address, phone number, business hours—is accurate and up to date. Add photos of your office, staff and include details about the legal services you offer. Reviews also play a massive role, so encourage satisfied clients to leave positive feedback and remember to respond to all reviews quickly so Google knows people are likely to get a fast response when they interact with your law firm.

Speakable Schema Made Simple

Google’s speakable schema is a powerful tool that can help your law firm stand out in voice search results. While the term might sound complicated, it’s simply a way to highlight parts of your website content so voice assistants can read them aloud to users.

For example, if you’ve written an article on “How to Choose the Right Personal Injury Lawyer,” using speakable schema lets Google identify and present the most relevant sections of that content in response to voice queries. This makes it easier for potential clients to get the information they need—and puts your firm’s name in front of them.

Setting up speakable schema involves adding structured data to your website’s code. If that sounds intimidating, don’t worry—most web developers can handle it for you, or you can use free tools to guide you through the process. Once it’s in place, it’s another way to ensure your content is optimized for the growing number of voice searches.

Your Voice Search Advantage Starts Here

Adapting your law firm’s online presence for voice search doesn’t have to be overwhelming. By focusing on conversational keywords, building detailed FAQs, improving page speed, prioritizing local SEO, and taking advantage of speakable schema, you can position your firm to capture more voice-based queries and connect with clients in a whole new way.

At TSEG, we specialize in helping law firms like yours tackle the complexities of digital marketing. From crafting content optimized for voice search to fine-tuning local SEO strategies, we’re here to ensure your firm stands out. Reach out to us today and let’s take your marketing efforts to the next level.