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.
- Personal injury
- Family law
- Criminal defense
- Immigration
Why good firms lose cases to directories and bigger names.
Four common gaps that keep a capable firm off page one. Each one can be fixed.
- 01
Page-one ghost
You rank for your firm name and nothing else. Commercial-intent practice-area keywords go to bigger firms, Avvo, and FindLaw.
- 02
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.
- 03
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.
- 04
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
What a practice-area page needs to bring in case inquiries
Directories outrank firms on broad searches. A focused page for each practice area and city is how a firm wins its own market back.
6 components, every page
Practice areas › Personal injury › Austin, TX
Personal Injury Lawyer in Austin, TX
Car, truck and workplace injuries. Free case review, and no fee unless we recover.
4.9 ★★★★★ 87 reviewsLicensed in TexasSe habla español
Attorneys available tonightCourts and cities we cover
Hours and consultations
Open now · 24/7 intake line- Mon – Fri
- 8 am – 6 pm
- Weekends
- By appointment
- Intake line
- 24 hours
"@type": "LegalService",
"areaServed":
"Austin, TX"Client reviews
They called me back within the hour and dealt with the insurance company from day one.Carlos M. · Austin
Clear about fees and timelines before I signed anything.Jennifer W. · Round Rock
Practice areas
Practice area and city in the H1
"Personal Injury Lawyer in Austin, TX", not "Welcome to our firm".
Free case review and call above the fold
A short intake form and tap-to-call, both tracked, visible before anyone has to scroll.
Map of the courts and cities you cover
Shows at a glance that you take cases where the searcher lives.
Hours and LegalService schema
Real office hours and intake availability, marked up to match your Google Business Profile.
Practice areas linked from every page
Each practice area gets its own page, and every page links to the others, so Google understands what the firm handles.
Client reviews with the required disclaimers
Quotes from real clients, checked against your state bar’s advertising rules before they go live.
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 searches behind case inquiries.
Monthly US searches from Google Keyword Planner (October 2026). Advertisers bid from a few dollars to over $300 a click on these terms, which is why ranking for them organically is worth the work.
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
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
Every page is checked against your state bar's advertising rules, and nothing is published until an attorney at your firm signs it off.
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.
Content your attorneys approve
Written for your practice areas and your state, then reviewed by an attorney at your firm before it goes live. No content mills.
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 →
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
Win your practice areas in your city.
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]