Built for US law firms · Bar-rule compliant
SEO for lawyers,
built around your practice areas.
Specialist law firm SEO — practice-area × location pages, Lawyer schema, white-hat link building from legal publications, and intake forms that turn searchers into signed clients. State bar advertising rules baked into every deliverable.
The problem
Why SEO for Lawyers usually fails.
We've seen the same four patterns across every audit in this vertical. If any of these sound familiar, you're not alone — they're all fixable.
Page-one ghost
You rank for your firm name and nothing else. Commercial-intent practice-area keywords go to bigger firms, Avvo, and FindLaw.
Generic agency content
Your last agency wrote you content that reads like it was generated for a plumber. State bar advertising rules? Not on their radar.
Directories outranking you
Avvo, FindLaw, and Super Lawyers occupy the top spots for your own city + practice combinations. You're a paid listing on someone else's site.
No case attribution
Reports show 'impressions' but you can't connect any of it to actual case inquiries. Marketing happy. Managing partner not.
The deliverable
Anatomy of a practice-area page that actually ranks
Every practice area page we ship has these 8 components. Skip any of them and you're leaving money on the directories' side of the table.
6 components, every page
Geo-targeted H1
"Personal Injury Lawyer in Austin, TX" — not "Welcome".
Trust signals above the fold
Bar admissions, awards, case volume — within 600px of scroll.
Case-result table
Schema-marked, ethics-compliant disclaimer included.
Practice-specific FAQ
Statute of limitations, fees, "what happens next" — schema-marked.
Intake form with case routing
Different fields per practice area; routes to the right attorney.
Attorney bios + Lawyer schema
Bar number, admissions, education — all schema-marked.
The fix
A practice-area × location SEO engine, built specifically for law firms.
Every retainer is built around the verticals it serves. Below is the work — and we'll tell you on the audit call which of these actually move the needle for your situation.
- Practice-area landing pages targeting commercial-intent keywords ("personal injury lawyer NYC")
- Location pages for every city you accept clients from
- Lawyer schema + LocalBusiness schema markup
- Google Business Profile + map-pack ranking strategy
- White-hat link building from legal publications and bar journals
- State bar advertising rule compliance reviewed on every piece
- Conversion-optimized intake forms with case-type routing
- Reporting tied to actual case inquiries, not vanity impressions
Keyword universe
The 16+ keywords we go after first.
High-intent, achievable difficulty. We grade your starting position against this list on day one.
How we deliver
A phased rollout — not a 100-page strategy doc.
You see live work shipped every month, with quarterly executive reviews to recalibrate priorities.
Audit & strategy
Month 1
- Technical SEO audit + Lawyer schema review
- Practice area × location matrix
- Competitor intake-form audit
- Bar-rule compliance baseline
Build & launch
Months 2–3
- Practice area landing pages
- Location pages for each city
- GBP optimization + photo SEO
- Bar-rule-compliant content rollout
- Intake form rebuild
Grow & report
Month 4+
- Monthly digital PR + link outreach
- Live case-inquiry dashboard
- Quarterly ROI review with managing partner
- Ongoing content + technical maintenance
Anonymised case study
What a typical seo for lawyers looks like in 7 months.
Solo + 4 attorneys. Ranking #1 for firm name; nowhere on practice-area searches. 90% of leads from paid Google Ads at $185 CPL.
Mid-size personal injury firm · TX
We finally stopped paying $185 to acquire a $4,200 case. SEO went from a line item we questioned to the single best channel in the firm.
Why us, for this vertical
What we bring that the generic agency down the street doesn't.
Specialist agencies beat generalist agencies on every vertical they go deep on. Here's our deep end for seo for lawyers.
Bar advertising rules first
A licensed paralegal reviews every piece of content for state-bar advertising compliance before publication. No surprises.
Lawyer-specific schema mastery
Attorney, LegalService, FAQPage, BreadcrumbList — implemented for rich results in legal queries, not generic boilerplate.
Case inquiries, not impressions
CallRail + form attribution tied to your CRM. We report what mattered: how many signed cases came from organic.
US-based legal writers
No content mills, no offshore. Writers with prior legal industry experience, paralegal-reviewed before publication.
Transparent pricing
Pick your tier. No "talk to sales" maze.
All retainers are month-to-month after a 90-day initial commitment. Cancel any time. The work compounds — that's how we earn the renewal.
Solo Firm
Single practice area · 1 location
Get started- Technical SEO baseline
- 4 long-form pages / mo
- GBP management
- Monthly call review
- CallRail + form attribution
Multi-Practice
3–5 practice areas · 1–3 cities
Get started- Everything in Solo
- 8 long-form pages / mo
- Digital PR + link outreach
- Bar-rule compliance reviewer
- Quarterly ROI deck for partners
- Case-inquiry dashboard
Multi-Office
5+ practice areas · multi-state
Get started- Everything in Multi-Practice
- Dedicated content writer
- Programmatic location pages
- White-glove account team
- Custom dashboards by office
- On-site annual strategy session
Need something custom? We build hybrid SEO + dev + paid retainers too. Let's talk →
“Three things we wanted: rank for our practice areas, stop being held hostage by Avvo, and actually know which dollar produced which signed client. Gspikes delivered all three inside two quarters.”
FAQ
Got questions?
The same questions every prospect asks. Don't see yours? Tell us — answers within one business day.
Ask us anything
How is SEO for lawyers different from generic SEO?
How long until I see new case inquiries?
How much does law firm SEO cost?
Can you write the legal content?
How do you measure success?
Do you build links from legal publications?
Free SEO audit
Ready to actually rank for seo for lawyers?
Get a free 30-minute audit. We'll walk through your current rankings, the keywords you're missing, and what we'd do in the first 90 days. No deck, no sales pitch.
Or email [email protected]