SEO for law firms and attorneys
People search for a lawyer when something important is at stake. We help your firm appear with the clarity and credibility they need to call.
Trust-heavy, jurisdiction-specific
Legal searchers want to know three things: do you handle my kind of problem, are you licensed where I live and can I trust you. Pages that answer these directly, with attorney profiles and reviews, perform better than generic firm descriptions.
Law is also local and specific. Rules and deadlines differ by state, so generic national content is weaker than content that reflects your jurisdiction and courts.
What we measure
- Consultation requests and calls
- Practice-area page rankings
- Local pack visibility
- Reviews on Google and legal directories
How customers find legal services
Different searches need different pages. These are the main groups we plan content around.
Practice and location
"family lawyer [city]", "criminal defense attorney near me" — the core terms.
Situation specific
"DUI first offense penalties [state]", "how to file for divorce in [state]" — high intent.
Process questions
"how long does probate take" — builds trust early.
Costs
"how much does a divorce lawyer cost" — answers the biggest hesitation.
Free consultation
"free consultation lawyer" — practical and conversion-driven.
Practice-area pages and attorney profiles
Each practice area gets a page describing common situations, the legal process in your state, what clients should do first and what your firm offers, written with your attorneys' input and reviewed by them. Attorney profiles list admissions, experience and affiliations.
We connect those pages to a strong Google Business Profile and to reviews, since local and reputation signals strongly influence who gets the call.
What we do for legal services
Attorney-reviewed pages
Accuracy, authorship and review dates visible.
State and local specificity
Content that reflects your courts, statutes and deadlines.
Reputation signals
Reviews, directories and publications linked to your site.
Advertising rules
State bar rules limit how lawyers can describe results, expertise and client testimonials, and they differ by state. We write conservatively and highlight anything that should be reviewed by your ethics counsel before publication.
Service lines we cover for legal services
Each service line has its own page, written for that search, rather than being squeezed onto a single services page.
Family Lawyer SEO
People searching for a family lawyer are often at a turning point in their lives. We build content that is clear, calm and specific to your state.
Read moreCriminal Defense Lawyer SEO
Someone facing charges needs a lawyer now. We make sure that when they search, your firm is there with clear, reassuring information.
Read moreEstate Planning Lawyer SEO
Estate planning is something people put off. We build the education that helps them take the first step.
Read moreLocal SEO
Profiles and visibility for each office.
Learn moreThe SEO work behind it
On-page SEO
Titles, headings, copy and internal links for key pages.
See the serviceLink building
Earned links and mentions that build trust.
See the serviceLocal SEO
Map pack visibility, citations and location pages.
See the serviceContent and topical authority
Service pages, guides and supporting articles.
See the serviceRelated industries
Related guides
Local SEO explained: how the Google map pack works
Read the guideLocal SEOGoogle Business Profile optimization checklist: step by step
Read the guideLocal SEOGoogle reviews strategy for local businesses
Read the guideSEO fundamentalsKeyword research guide for local and ecommerce websites
Read the guideFrequently asked questions
How do you avoid breaching advertising rules?
We write cautiously, avoid guarantees and outcome claims and ask your counsel to approve content in sensitive areas.
Can a small firm compete with large firms?
In specific practice areas and locations, yes. We focus on the niches where your firm has genuine expertise.
How do we show we are trustworthy?
Attorney profiles, reviews, case-handling explanations and clear contact information all help, and we build them into the site.
Get more organic leads and bookings
Send us your website and we will review it for technical issues, content gaps and ranking opportunities, then tell you plainly what we would fix first.