SEO for law firms and attorneys
Legal search has the widest gap between volume and value of any market we work in. A handful of searches a month can be worth more than a thousand in another trade, because one matter can be worth several thousand in fees. That changes what a good page looks like: depth on one practice area beats breadth across twelve.
Peak Endurance, a sports clinic, Sep 2023 to May 2024, from 482,378 impressions. Their Search Console.
It is also the market where clients search the problem rather than the profession. Nobody types lawyer. They type what happens if I am injured at work, how long do I have to file, can I be fired for this. A firm with a page answering the question gets the call; a firm with a practice-area list does not.
Searches we build for, with the place name your customers use:
- personal injury lawyer [city]
- how long do i have to file a claim
- employment lawyer near me
- divorce lawyer [neighborhood] cost
What stops law firms getting enquiries
Three problems we find on nearly every law firm website we audit, and what we do about each.
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Practice areas listed, problems not answered
Personal injury, employment, family and estate are what you do. A dog bite, a wrongful dismissal and a contested will are what people search. A page per problem, naming the practice area inside it, connects the two.
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Nothing about cost
How a fee works, contingency against hourly against fixed, is the question every prospective client has and almost no firm site answers. Explaining the structure without quoting a number wins more calls than another page about the firm.
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No attorney pages
Clients search a named attorney after a referral, and bar directories outrank firms on those names. A proper page per attorney, with admissions and practice areas, takes that search back.
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Jurisdiction unclear
Which states or regions you are admitted in decides whether a visitor is a client at all. Saying it plainly filters out the enquiries you would have to decline anyway.
What you get each month
- A page for each practice area you genuinely want more of
- Problem-first pages answering what a client actually searches before they know the legal term
- An attorney page each, with admissions, practice areas and a direct line
- How fees work, explained by structure rather than by number
- Google Business Profile: practice areas as services, hours, reviews replied to within the bar rules
- Monthly Search Console report by practice area
Want to do it yourself first?
We have written the whole method out, for law firms specifically, in the order it pays to do it. It is free, it is not a lead magnet, and there is nothing to fill in to read it. Most businesses get real movement from the first half of it on their own.
How pricing works
What sets the size of the month is how many practice areas you want pages for and how many jurisdictions you are admitted in. A single-attorney firm in one practice area is a smaller month than a multi-state firm across six. We scope the work on a call and send a written quote before anything starts. The SEO services page explains what a month covers and who does it.
Results from real clients
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.
- 52,993clicksUp and Running Physical TherapyPhysical therapy · 1 Mar 2023 to 14 Mar 2024
- Impressions
- 2,238,155
- CTR
- 2.4%
- Avg. position
- 13.49
+139,355% clicks against the previous period of the same length.
- 12,285clicksBackcountry Physical TherapyPhysical therapy · 6 Jul 2023 to 31 May 2024
- Impressions
- 601,822
- CTR
- 2.0%
- Avg. position
- 19.3
+2,059% clicks against the previous period of the same length.
Questions law firms ask us
Legal search volume looks tiny. Is it worth it?
In this market volume is the wrong measure. A practice area with thirty searches a month and one matter worth several thousand in fees is a better page than a thousand searches worth nothing. The value, not the count, is what makes it worth writing.
What about bar advertising rules?
Everything written goes to you before it is published, and nothing claims a result or a specialisation you cannot support. The rules vary by jurisdiction and yours are the ones that apply, not ours.
Can we publish case results?
Only where your rules allow it and only what is true, with whatever disclaimer your jurisdiction requires. We will not write an invented outcome and we will not imply a typical result from one case.
Will this bring the wrong enquiries?
Written properly it reduces them. Saying plainly which matters you take, which you do not and where you are admitted turns away the calls you would decline anyway, before they reach your intake.
Book a call with us
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.