Law firm SEO built around the cases you want more of
Most law firm SEO chases broad terms the directories already own. We rank you for specific case types in the towns you serve, where people are ready to call.
What's different here
Legal searches split into two kinds. Broad ones like 'lawyer near me' are dominated by directories, lead-gen sites and the biggest advertisers. Specific ones like 'dog bite lawyer in Mesa' or 'how to contest a will in Ohio' are where real clients search, and they're far easier to win. Law firm SEO works when it's built around those specific searches: a strong page for each case type, local pages for the places you serve, a complete Google Business Profile for each office and a steady flow of real reviews. All of it stays within your state's attorney advertising rules.
Trusted by teams at
What seo looks like for law firms.
These are the plays that wouldn't appear on a generic seo page. They only make sense in law firms.
A page for every case type you want
Not one 'practice areas' list. A real page for each case type, written to answer what clients ask: how the process works, what it costs, deadlines like statutes of limitations and what to do first. Reviewed by your attorneys before it goes live.
Local pages that aren't copies
Pages for the counties and towns you serve, with real local details like the courthouse, local procedures and your office location. Not one page with the city name swapped, which Google treats as duplicate content.
Map pack for every office
Each office gets a complete Google Business Profile with the right legal categories, photos, hours and a review request after each closed matter. For many legal searches, the map results get the first click.
Authority that Google trusts for legal topics
Legal content falls under Google's 'Your Money or Your Life' standard. Named attorney authors, bar admissions, clear review dates and citations to statutes help pages rank and help AI answer engines cite your firm.
What holds law firms back
Directories and big firms own the broad terms
Searches like 'personal injury lawyer' are crowded with legal directories, lead-gen sites and firms with huge ad budgets. A small or mid-size firm can't outbid them everywhere. The firms that grow win specific practice areas, case types and towns.
Bar rules limit what your ads can say
ABA Model Rule 7.1 bans false or misleading communications, and many states add their own rules on testimonials, past results and words like 'specialist'. Generic agency copy can break these rules without anyone noticing until a complaint arrives.
Leads go cold while the phone rings out
Someone injured in a crash or served with divorce papers calls several firms. Whoever answers first and books a consultation usually gets the case. Many firms lose paid leads to slow callbacks and voicemail.
One 'practice areas' page can't rank
A single page listing ten practice areas ranks for none of them. Each case type has its own searches and its own questions, and Google wants a page that answers them.
Same rigor, applied here.
The full seo scope and process are identical whoever the client is. What changes for law firms is the tactics above, not the delivery model.
What's included
How it runs
- 01Audit & benchmark — Weeks 1–3
- 02Fix the foundation — Weeks 3–6
- 03Build the clusters — Month 2+
- 04Earn authority — Month 3+
- 05Compound & defend — Month 6+
Law Firms results, in detail.
Full case studies with the numbers, the mistakes, and the recommendations clients didn't want to hear.
Scoped like the core service, no surcharge.
Every engagement is quoted from your actual brief. There's no vertical surcharge for this combination. Request a quote and we'll scope it properly.
Foundation
Sites that need technical fixes and a content baseline.
Scoped to your brief
- Technical audit + remediation
- Keyword & intent mapping
- 4 content pieces/month
- On-page optimization
- Monthly rank reporting
Authority
Companies competing for high-value commercial terms.
Scoped to your brief
- Everything in Foundation
- 12 content pieces/month
- Digital PR & link building (6+ links/mo)
- Topic cluster architecture
- AI search / GEO optimization
- CRO on organic landing pages
- Dedicated SEO strategist
- Bi-weekly strategy calls
Dominance
Enterprise and multi-location or multi-market sites.
Scoped to your brief
- Programmatic SEO at scale
- Multi-location / international SEO
- 30+ content pieces/month
- Dedicated PR team
- Custom data studies
- Migration & replatform support
All engagements start with a free audit. Prices exclude media spend, which you pay directly to the platforms on accounts you own.
Law Firms questions, answered straight.
Blog traffic from broad legal questions rarely turns into clients. We start with the pages closest to a hire: case types and locations, then the map pack. We track consultations and signed cases by source, so you can see which pages bring clients, not just visits.
Let's talk about your growth constraint.
Most law firm SEO chases broad terms the directories already own. We rank you for specific case types in the towns you serve, where people are ready to call.
Our commitment: If we don't hit the leading indicators we commit to in month one, you get the next month free.