Client spotlight
A law firm we work with: Spears Law
Spears Law, a Vancouver, WA firm, came to us for its first website. We designed and built it, and the site won a Best Website Design Award. It was built to do more than look good: it presents the firm’s practice areas clearly and makes it simple for a visitor to get in touch.
Want a plan like this for your firm? Tell us about your practice areas, and we will tell you what we would do first.
Law firm SEO
What is different about SEO for law firms?
Legal SEO is not the same as SEO for other businesses. Your visitors are often stressed, the stakes are high and your profession has rules about what you can say. That changes the work in five ways.
| What is different | What we do |
|---|---|
| Practice area pages | One page per type of case. Each practice area gets its own page, in plain words, with a clear way to reach you. |
| State bar advertising rules | Claims your bar allows. Modest claims, no promised results, and your firm approves every page. We are not lawyers and do not give legal advice. |
| Attorney bios | People hire a person. Each attorney gets a bio with photo, experience, admissions and practice areas. |
| Legal directories | Accurate everywhere. Consistent, complete profiles on the legal directories that matter to your practice. |
| Reviews and local visibility | Found in your city. A Google Business Profile and reviews for each office. See our local SEO services. |
Practice areas
Lawyers we work with
SEO for lawyers works best when it fits your practice. Every practice area has its own searches, its own urgency and its own clients, so we plan your legal SEO around yours.
Commercial and business lawyers
Contracts, business formation and disputes
Litigation lawyers
Civil and business litigation
Patent and IP lawyers
Patents, trademarks and intellectual property
Personal injury lawyers
Injury claims, where clients search urgently
Car accident lawyers
Auto, truck and motorcycle accident cases
Real estate lawyers
Closings, disputes and landlord-tenant matters
Probate lawyers
Estate administration and probate disputes
Trust lawyers
Trust creation, administration and disputes
Wills and estate planning lawyers
Wills, powers of attorney and planning
Local SEO
Local SEO for every office
Most firms serve clients from a physical office, in specific cities, so local search is a big part of legal SEO. When someone searches “car accident lawyer near me,” Google shows the firms closest to them first. We make sure each of your offices shows up where your clients are.
A profile for each office
Google Business Profile set up and managed for every location, with the right practice areas, hours and photos.
City and practice pages
Pages that pair each practice area with the cities you serve, like “estate planning attorney in Vancouver.”
Reviews and citations
A steady flow of client reviews, and your name, address and phone number consistent everywhere.
AI SEO
Be the firm AI recommends
A growing number of people skip the search results and ask an AI assistant to pick a lawyer for them. The AI reads what is written about your firm across the web and decides who makes the short list.
A typical question
“Who is the best car accident lawyer in Vancouver, WA?”
ChatGPT, Gemini, Perplexity and Google AI Overviews all answer questions like this one, and they weigh four things.
Who you are
Firm, attorney and office details marked up so AI reads them correctly.
What you handle
Practice area pages specific enough to match the case someone describes.
What others say
Reviews, directory listings and press mentions that back up your reputation.
How you explain the law
Clear, accurate answers to common legal questions, approved by your firm.
We do this so your firm shows up in AI answers and gets recommended when someone asks for a lawyer like you.
AI answers change, and nobody controls them. Our AI SEO builds the signals they draw on, the same ones that help your firm rank on Google.
What clients want
What clients look for in a law firm website
A person who needs a lawyer wants three answers fast. Can this firm handle my problem? Can I trust them? What do I do next? A strong law firm site answers each one on the first screen.
Our website design team builds law firm sites that answer these three questions, and the same team can rebuild your site if it holds your SEO back.
Can this firm handle my problem?
Practice area pages written in the words clients use, explaining the problems you handle, how you help and what happens first.
Can I trust them?
Attorney bios, real reviews, honest descriptions of your services and clear contact details, so a worried client feels safe reaching out.
What do I do next?
A phone number that works on mobile, a short form and a clear offer of a first conversation. We track every call and form.
How clients search
How people search for a lawyer
Not every legal search is the same, and your website should meet each kind of searcher where they are.
We plan your SEO around all three kinds of search below, and we show you which one is bringing in your inquiries.
Urgent searches
Someone just arrested, hurt in a crash or served with papers wants help today. They search a practice area plus the city, then call. You need a fast page, a visible phone number and a Google profile that shows you are open and nearby.
Research searches
Someone facing a divorce, a will or a business dispute often reads for days before calling. They search how a process works, what it costs or how long it takes. Helpful answers written by your attorneys build trust early.
Name searches
After a referral, many people look up the attorney by name before they call. Your bio, your reviews and your directory profiles should all tell the same story and agree on every detail.
Reporting
Measuring what matters to a law firm
Rankings do not pay your bills. Cases do. Here is what we track.
01Calls, forms and mobile taps
We track phone calls, form submissions and click-to-call taps on mobile, so every inquiry is counted.
02Real inquiries, not spam
We separate real inquiries from spam and wrong numbers, so your numbers reflect real potential clients.
03Which pages bring in cases
Your monthly report shows which pages and searches led to contact, so we focus your legal SEO on the practice areas that bring in work.
04Signed cases, if you share them
We cannot see which inquiries become signed cases. Tell us, and we add them to your report.
How it works
How it works
SEO takes time to build, and legal is one of the most competitive fields online. We recommend giving it at least three months to show momentum.
Month 1
Audit
We review your website, your Google Business Profile, your directory listings, your content and the firms that rank above you. You get a written plan that says what we will do, in what order and why.
Months 2 and 3
Setup and fixes
We fix technical problems, correct your profile and listings, set up call and form tracking and improve your key pages, starting with the practice areas that matter most to your firm.
Month 4 and on
Growth
We build practice area pages and helpful content, earn links and mentions, and support steady reviews. Each month you get a plain-language report on rankings, traffic, calls and consultation requests.
Law firm SEO pricing
What law firm SEO costs
Your SEO starts at $750 a month. Your investment depends on your market, your practice areas, your competition and how fast you want to grow. Your plan is all-inclusive, so you are not limited to a set number of pages or keywords, and you are never locked into a long-term contract.
Local SEO
A solo or small firm that needs a solid base
Starting at$750/month
- Google Business Profile setup and management
- On-page and local optimization
- Technical priorities fixed first
- Monthly plain-language report
Growth SEO
A firm that wants steady growth across several practice areas
Starting at$975/month
- Everything in Local SEO
- Regular monthly blogging
- More content to grow visibility and leads
Competitive SEO
A larger firm, or a crowded market and practice area
From$1,500/month
- Everything in Growth SEO
- More content and technical work
- Broader keyword targets
- A stronger growth focus
See what you get at each level on our SEO services page.
Get a clear SEO plan and price for your firm.
FAQ
Law firm SEO questions
Does your content follow bar rules?
We write to be conservative: no promises about results, no guarantees and no claims we cannot support. Every state has its own advertising rules, and the attorney is responsible for compliance, so we ask your firm to approve each page before it is published. We are not a law firm and cannot give legal advice.
Which legal directories matter?
It depends on your practice areas and your location. Avvo, Justia and Martindale are common examples, along with your state bar profile and local business directories. We look at where your competitors are listed and where your clients look, then focus on the profiles that bring visibility and trustworthy links.
How long until SEO brings in cases?
Most firms see early movement in the first few months, but legal markets are competitive, so steady growth often takes longer. Signed cases also depend on how your firm handles inquiries. We track calls and consultation requests, so you can see what SEO is bringing in long before it shows up in your caseload.
Do you work with solo attorneys and small firms?
Yes. A small firm often does best by focusing on one or two practice areas and a tight local area, then expanding.
Can you also redesign our website?
Yes. We designed and built the Spears Law website, and we can do the same for your firm. See our website design services.
Ready to get started?
Achieve Checkmate
Tell us about your firm and the cases you want more of. We will reply within 1 business day.
- More visibility
- More website traffic
- More leads
- More sales