At Chooz Marketing, we believe that lawyers can't afford to waste a lot of money on cookie-cutter digital marketing solutions. You need a team of talented individuals dedicated to helping your firm convey expertise. We are your law firm's #1 choice to for building a strong legal repuation.

Ed Dus, Founder, Chooz X

What is Authority Building?

Some agencies call this "link building," we prefer to call it authority building. Ultimately, link building is one piece of the overall strategy of increasing your law firm's authority. In basic terms, link building is the process of having other websites point links to your law firm's website. What does this mean? For example, a reputable legal organization talks about a DUI topic and references a blog post on your website by linking to it; this would qualify as a "backlink" to your site. These types of actions by other websites are a signal to search engines and also prospective clients that you are an authority on that legal topic.  

Lawyer Authority Link building banner for Chooz Marketing
Lawyer Authority Link building banner for Chooz Marketing

More About Lawyer Authority Building

Authority building isn't just about getting links to your law firm's website. First, links from websites that are not high-quality websites, or have no relevance to your website, will not help build your search engine rankings. Furthermore, your law firm wants traffic from websites that are sending prospective clients to your website. The ultimate goal of authority building is to increase your website search engine rankings and to help prospective clients see that you are the best lawyers for the job.

Authority Building Process


The first step in building your law firm's authority is to look at the current quality of the content and links pointed at your website. We look at your current PR strategy to see if there is one in place. The link audit is something that we simultaneously do with with a content audit. We identify broken links and links that are not helping the authority of your website. If you don't have a website yet, or there is barely any content, then we automatically move to the second step, which is the strategizing phase.


We identify mutually beneficial partnerships and develop the proper lawyer content marketing strategy during the authority building strategy phase. We conduct keyword and competitor research to determine the content types that are being shared and posted by other law-related blogs and websites. Then we identify and make a list of the bloggers, influencers, and authoritative websites that we will target during the outreach phase.


Once we have developed the content strategy and identified the partnerships that will help build the authority of your law firm, we reach out to those websites on your behalf. We approach other website owners, bloggers, and influencers with a value proposition that is beneficial to the website that is linking to your site or posting your content. They will have relevance for your law firm's area of practice and geography. The content will be high-quality. 


After developing a customized content strategy and starting the outreach process, we will begin providing your law firm with monthly reports about the links we have secured. Also, you will be able to see the type of content we are using to build your firm's authority. The process of building authority through link building and other promotional techniques is ongoing. We are focused on creating a digital moat around your firm and securing search engine rankings for many years to come.

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Press Releases and Trust Signals

A significant trust signal that will improve your law firm's search engine rankings and increase brand equity with prospective clients are press releases. Through our strategic partnerships, we will be able to publish content to over fifty major newspaper, radio, and TV authorities throughout the United States. These press releases stay live with the various news publications for ninety days and then are permanently archived. They are hight authority media sites that will help your law firm establish expertise, authority, and trust.

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Other Ways We Build Your Authority

Everything that is part of your digital marketing funnel impacts your law firm's brand equity and authority. Here are some of the other services that help build your brand authority.

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    Game Planning

    Develop a strategy, promote your brand, and grow your business

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    Paid Ads

    Google, Facebook, and Instagram ads managed and optimized

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    Content Marketing

    Strategically formulated to engage and convert

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    We optimize your Google My Business listing to outperform other law firms in the map pack

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    Establishing authoritative relationships with industry leaders and influencers

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    Landing pages that are optimized to convert 

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    Social Media

    Rank your traffic ahead of the competition

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    Website Design

    Google, We build custom websites designed for conversions

    Learn more

Your Law Firm Will Stand Above The Rest

Building authority with high-quality links and trust signals is one of the best ways to increase your websites search engine rankings and increase client conversion rates. We put together a customized content strategy, author the content with writers in the legal field, and then do outreach to promote your content on authoritative websites around the internet. Also, our press release partnerships will get ranked over your competitors on the search engines. Please don't hesitate to reach out to us if you have any questions.

Chooz Marketing employee holding up digital marketing trophy with lawyer