Building a Website that Gets More Clients: Choosing the Right SEO Keywords

Is your website filled with technical terms, jargon, and abbreviations like the exclusionary rule, Brady violation, or special use tax? While you might live and breathe your industry’s jargon, your potential clients — people who may not even know they need you yet — almost certainly don’t. If your site is filled only with expert terms and uses SEO keywords that everyday people will be looking for, it has no chance of being found.

This blog is provided for general information only. Always talk to a laywer or other appropriate professional before making decisions.

What are people searching for?

Most people search for their problems, not the potential solution. The reason is that they might not even know how to fix their problem yet. Someone whose air conditioner isn’t blowing enough air will use searches like “why isn’t my air conditioner blowing strong” not “evaporator coil cleaning.” (Did you even know that a dirty evaporator coil slows airflow?)

To figure out what people are searching for, think about what questions they’ll be asking. Common questions start with

  • How do I
  • Why is
  • What happens if
  • How long does

Other common searches include a product + ______. Examples include

  • Broken
  • Noisy
  • Not [whatever it’s supposed to do]

Attorneys might see questions like

  • How do I keep my ex from taking my house?
  • Can I beat a DUI?
  • How much does a personal injury attorney charge?

These search terms should be your SEO keywords.

SEO keywords is simply the technical term for words you include on a page that match searches your clients might be doing in search engines. For example, if you want to be found in a search for “DUI arrest,” you might have a blog post titled “What to Do if You’re Arrested for DUI,” and a section of that page might be “Maintaining Your Ability to Drive After a DUI Arrest.” As another example, this page uses “SEO keywords” as one of its SEO keywords.

How can you find the right keywords?

If you want to make sure you’re using the right keywords, you can use an SEO tool like Semrush. Semrush lets you type in a keyword and see exactly how many people are searching for it and how hard it is to rank for that keyword. You will also see related keywords that you may not have thought of or realized that they get way more traffic. In addition, you can plug in your competitors’ websites to see what keywords are working for them and which of those keywords are missing from your website.

How can you become a resource?

Using technical terms and jargon can be useful to establishing your expertise, but you need to do it the right way. A good pattern to follow is: problem clients have -> a general description of how you can make their life better -> the technical term for what you do.

If you have a blog, you might write a post answering the question of “Who is responsible for a slip and fall accident in a parking lot?” Sections of the post might talk about…

  • Who is in control of the parking lot.
  • What their duty to keep it safe is.
  • How a personal injury claim would be established against them.
  • What the damages might be.

You could then conclude by suggesting they talk to you their specific case and to do so quickly before the time to file expires.

What if you don’t have time?

Many attorneys end up with a basic website with just their name, contact information, and a bulleted list of their practice areas because they don’t have time to add anything more. When business is good, it’s easy to become complacent and not worry about updating your website. 

However, if you neglect your marketing until business slows down, it could take weeks or even months before you’re able to rebound. Hiring an SEO content writer to continually provide fresh content using your SEO keywords for your site is a good way to keep expanding the number of ways new clients can find you and ensure that you’re always receiving more calls than you can handle.


If you want potential clients to find you on the web, you need to use the right keywords. They may not be what you’re thinking of. Use the right SEO tools and think like a client to develop the best keyword strategy.