Are you looking for a way to see into the online strategy of another law firm?
Ever wonder what makes a particular attorney site work so well as a lead generation tool?

Below is a list of the website analysis tools that I used in our study about the top personal injury attorney web designs in the United States. Each of these tools aided in our process of dissecting 100 law firm websites.

These tools are some of the best marketing tools for attorneys to use for competitive research, SEO and content marketing. Using these marketing tools can help your firm better understand what makes another lawyer’s website tick and make decisions on what you could be doing better in your law firm web design and marketing efforts.

Read on!

Google Analytics


Where to get:
Price: Free
Use: See statistics about your website traffic

If you have a website, you NEED analytics installed. It will enable you to track the progress of your firm’s marketing efforts. It will allow you to measure what channels are working and what efforts are not. No need to guess or go off from a hunch as to what’s working and what’s not. Just look at your data.

A few things you can look at in Analytics:

– Year over year comparison on where your traffic is coming from in your “Source / Medium” report.

– See what other websites are sending traffic and SEO value in your “Referrals” report.

– Analyze what pages visitors tend to “bounce” on.

– Reverse engineer what visitors did before they fill out a contact form.

The information is endless. The critical thing to keep in mind, in my opinion, is that just looking at data does nothing for you. Only look at data that will give you something to act on or else its a complete waste of time.

Google Ads Preview & Diagnosis Tool


Where to get:
Price: Free
Use: See who ranks without personalization

Have you ever noticed that your search results page on Google shows different results than another person? This is because of personalization in search engines. Essentially Google will customize your search results based on your browsing history, your social circles, your current location and much more.

Google does a great job of serving up results that are custom tailored for you. But it can be pretty frustrating for marketers who want accurate results.

Enter Google Ads Preview tool. This tool will allow you to see the SERP without personalization. You can even select where you want Google to perform the search “from”. If you want to see what the search result page looks like for the term “personal injury attorney” for a user sitting in downtown Los Angeles you can do this.

Ahrefs SEO Toolbar


Where to get:
Price: $99+ / month
Use: Suite of SEO tools including a handy browser extension

Ahrefs is a full set of SEO tools that runs off a subscription model starting at $99 / month. It gives you tools to do everything you could want to do for SEO

Some of my favorite tasks in Ahrefs:

– See what keywords ANY website is ranking for

– Get content ideas based on what people actually search for

– Find technical issues with your website

– Peak into what content is the most popular on your competitor’s website

– See what websites are linking to your competition

I couldn’t do my job effectively without this set of tools. I think that attorneys serious about their SEO efforts should consider having this as well. As deep as this tool goes it’s still super easy for even the inexperienced to be able to dive in. You can very easily keep track of your law firm’s marketing efforts with ease

MozBar SEO Toolbar


Where to get:
Price: $99+ / month
Use: Another SEO tool package including a browser extension

Moz was my first paid SEO tool way back in the day. I still use it on the daily, and I can’t recommend it enough.

Main features that make it awesome:

– A handy browser extension that lets you see SEO metrics about a site as you browse.

– Extra info overlayed on a search engine results page

– On page SEO grader tool to help you better optimize a page or post, you’re working on

– Rank tracking, site audits and more!

A significant part of attorney SEO campaigns revolve around content marketing and having Moz on your side to track efforts and better optimize your content will go a long way.

WhatFont Font Detection


Where to get:
Price: Free
Use: Browser extension to get font information

WhatFont is a simple browser extension that allows you to see information about any font on a web page. For those that may be a little overwhelmed using inspect element this is the perfect tool to find out what font is shown.

Clicking on the extension’s icon allows you to click on any text on a page to show you the font used, it’s size, weight, family and more. If you find a font on a law firm site that speaks to you, then use this tool to find out precisely what it is.

This tool helped determine the fonts used when analyzing 100 personal injury websites.

Google Search Console

Where to get:
Price: Free
Use: Stats, security and Google communication

Google Search Console is another tool that should be mandatory on any lawyer website. Learning all of the ins and outs of search console is a pretty straight forward process.

My favorite part of the old Google Webmaster Tools is the performance report. This single report can tell you what keywords you are getting search impressions on, what your clickthrough rate is for landing pages(great for optimizing title tags) and much more.

Additional features:

– Submit your XML sitemap to Google

– See if you have any known security issues

– Inspect mobility issues

– Find any pages you may be accidentally blocking Google’s access to

It’s free. It’s awesome. Use it.

Web Page Word Count Checker


Where to get:
Price: Free
Use: Website tool to count words on a page

Here is an example illustrating how you can use this word counter tool to your advantage when developing content for your law firm’s website:

Step 1: Do a Google search for Orlando car crash attorney

Step 2: Copy and paste the website addresses of every attorney showing on page one into the tool

Step 3: Take note of how much content each of your competitors had to use to be there

Step 4: How does your page compare? Do you think your page could be filled out a bit more to help rank it?

Although the total word count of a page isn’t likely a direct SEO ranking factor, it can show us how many it words it took other attorneys to be able to answer the search question fully in the eyes of Google.

TRAY Readability tool


Where to get:
Price: Free
Use: Browser extension to measure reading difficulty

TRAY is a browser extension you can install that will measure your content against the Gunning fog index. The Gunning index measures the readability in terms of the number of years of school a reader would need to comprehend it.

Why is this important?

Test your website’s content to make sure that you’re at a reading level appropriate for your target audience. Lawyers, at times, tend to use industry-specific jargon that can fly directly over the heads of the uninitiated.


Where to get:
Price: Holy crap! Why is this Free?
Use: Full set of SEO tools

Ubersuggest is Neil Patel’s most recent step into the SEO software game. BUT, his full-featured tool come at a sticker price of free. Jeeze.

You can do keyword research for your law practice, check out what type of content is working for other firms and analyze the backlinks of any site you want.

While doing keyword research with this tool, it has an excellent way of letting you know how difficult it would be to rank for that term in very plain language. He coined this metric “SEO Difficulty”. Balancing search interest with feasibility to rank is always the push and pull experienced when diving deep into keyword research.

Ubersuggest is very straight forward and intuitive to use. Start typing things in boxes and follow the tool down a rabbit hole of opportunities.

Pingdom Website Speed Test


Where to get:
Price: Free
Use: Web page to measure and help improve website speed

One of the surest ways to lose a prospective case is to have a slow website. Having a slow site terrible for users, Google factors it into their algorithm, and it’s a straight forward problem to address to better your firm’s website.

Go to Pingdom’s home page, plug in your website’s URL and see what score you get. Do the same for some of your competitors and those ranking ahead of you in the search engines and see where you stand.

Having a website that is around 3 seconds (or faster) is a good benchmark to aim for.

The tool also gives you a break down of every element that is playing a factor in the loading of your website. You will be able to easily see what assets can be looked at to help speed things up.

WhatCMS CMS Detection


Where to get:
Price: Free
Use: Web page to help identify the content management system

Not much to say about this tool besides it does what it says it does. Want to see if other law firms are using WordPress as well? Or maybe you suspect they have a different content management system.

In a recent study I conducted I found that around 73% of page one ranked personal injury attorneys use WordPress.

Domain Age Tool


Where to get:
Price: Free
Use: Web page to find a domain name’s age

This website makes finding the age of a bunch of sites a breeze. I used this tool to learn that the average age of the top 100-page one ranked PI attorney was around 12 years old. Domain age may not be the ranking factor it supposedly once was, but it’s still interesting to see how old a group of websites are.

Meta Chart - Web Page


Where to get:
Price: Free
Use: Web page to create graphs and charts

Writing data-driven content is a great way to attract links. Including eye-catching charts and graphs to accompany your research is a great way to make your content more digestible and more link-able.

Although there are charting options directly inside of Google sheets and Microsft Excel they don’t have the style that Meta Chart has.

You have options for making pie charts, Venn charts, bar charts, histograms and much more. All for free. They do brand the bottom right of your images with their URL, but who cares? They are offering such a useful tool, why wouldn’t you want to share the love?


Integrating these 13 Marketing Tools for Attorneys into your practice can help give you the edge. I have used these extensively over the years to great success and so can you. Having the right tool for the job is essential. Even more important is to make sure you wield these tools for actionable progress in your marketing.

Any other tools you find useful in your attorney internet marketing campaign? Tell me about it in the comments below!

Everything You Need To Know

Frequently asked questions

Marketing your law firm doesn’t have to be difficult. Here are the first steps: create a marketing budget, build a well-designed website for your business that is search engine optimized and takes advantage of free online profiles like LinkedIn; claim all available social media pages and make sure you’re active on them daily (check out our article about Facebook’s new algorithm); monitor reviews posted by clients as they will boost or detract from how people view you in their community; try content marketing!

The candidate has a law degree and specializes in advertising, marketing, social media management, promotions for online stores. He or she works with various departments within the company to get their message out as well as everything from traditional print ads on TV commercials.

The legal marketplace is becoming increasingly competitive, which means law firms need to do everything they can in order to stay afloat. As the industry grows and competition rises for each firm’s share of the market, marketing becomes more important than ever before.

A strong digital marketing strategy is one of the biggest levers you can pull to grow your law firm and get more clients. Online marketing channels are becoming increasingly important, so think about how you spend your budget wisely! In 2019, eMarketer reported that spending on online advertising eclipsed traditional methods for the first time.