Australia
Australian clients search "lawyer" and "solicitor" in almost equal measure, and they search the matter before the firm: a separation, a contract dispute, a conveyance, a criminal charge. The firm with a page for that matter, in that city, gets the call.
The competition in every capital is a mix of the large firms, the referral directories and a handful of practices that have taken the map pack seriously. The map pack is where the local matters are won, because a client in Parramatta or Fremantle wants a firm they can reach, and the directories cannot appear there.
Advertising rules are set state by state, and some are strict: New South Wales restricts the advertising of personal injury services in ways that other states do not. Everything is written for the state you practise in, and nothing claims an outcome.
The shapes law firms are found by in Australia. The words in brackets are whatever the searcher puts there: the town, the suburb, the matter, the treatment.
The Legal Profession Uniform Law covers New South Wales, Victoria and Western Australia; the other states and territories keep their own. Pages, disclaimers and any mention of costs follow the rules where the firm is admitted, and a firm practising across states gets a page per state rather than one page that breaks a rule somewhere.
In New South Wales, advertising personal injury legal services is restricted, so the pages for that practice area are built differently: they answer the questions a claimant asks and say what the firm does, without the inducements the rules prohibit.
A capital city is dozens of suburbs, each with its own search. Office pages for the suburbs the firm genuinely serves, the Business Profile category set to the practice area, and consistent details across the directories put a firm on the map where its clients are.
The industry page, SEO for law firms and attorneys, has the problems and the questions in full; the country page, SEO services in Australia, has the search landscape in Australia for every trade.
Sydney and Melbourne are too large to be a catchment. Pages written for the suburbs you actually serve outrank a single city page in every one of them.
Outside the capitals the same search has a fraction of the competition and frequently the same commercial value per enquiry.
Australian buyers look for a licence number for regulated trades. It belongs on the page because it converts, not because it ranks.
Each is written for the way that city searches and for the trades that search there most.
SEO happens in your accounts and on your website, so nobody needs to visit. We scope the work on a video call in your hours, send a written quote, and then work month by month with a call whenever you want one. The result is judged on the enquiries in your own records, never on a ranking report.
If you would rather do the first part yourself, the Local SEO for law firms guide is the list we start from.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
Any. The method is the same everywhere; what changes is the regulator and the advertising rules, and each page is written for the state the firm practises in.
Yes, inside the restrictions. The pages describe the firm’s practice and answer the questions claimants ask, without the inducements the rules prohibit, and they go to you before publication.
Yes. Clients search a lawyer by name after a referral, and the directories usually win that search unless the firm has a proper page: admissions, practice areas, years, matters handled, a direct line.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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