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.

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A lawyer in a suit at a desk talking with a client seated opposite, an open folder and a laptop between them and shelves of law books behind

6,816 clicks

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 inquiries

Five problems we find on nearly every law firm website we audit, and what we do about each.

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.
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.
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.
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 inquiries you would have to decline anyway.
Missing from the map

For a search like personal injury lawyer and a city, Google shows a map with three firms near the top of the page, and many callers phone one of them without scrolling further. Practice areas set as services on the Business Profile, reviews that name the kind of matter, and a page per practice area for the profile to point at are what move a firm into them.

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

The free one-page plan for your firm

Send us your website and we send back one page: the searches your firm is closest to winning and the consultation calls each could bring. This is its layout.

One-page plan for your firm

The searches you are closest to winning

Practice area searches in your city where the firm sits between fourth and twentieth, on the map or in the results below it, with how often each is searched
The calls each could bring

A rough count of consultation calls for a top-three place, from the search volume and how often searchers call
What each page or listing needs

The practice page, the map listing or the reviews, in the order that pays back first
What to do first

The first month, written to fit your bar’s advertising rules

The parts of the plan in order, with no firm’s figures in them. Yours comes filled in from your site, your city and its search data.

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.

Where we do this

The method is the same everywhere; what people search for and where the results come from are not. Each market has its own page, and so do the cities where law firms search for this most.

How we work

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.

See all eight client results

52,993clicks

Up and Running Physical Therapy

Physical therapy · Mar 1, 2023 to Mar 14, 2024

Impressions
2,238,155

CTR
2.4%

Avg. position
13.49

+139,355% clicks against the previous period of the same length.
12,285clicks

Backcountry Physical Therapy

Physical therapy · Jul 6, 2023 to May 31, 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 specialization 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 inquiries?

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.

What is in the free one-page plan?

The practice area searches your firm is closest to winning in your city, how often each is searched, roughly how many consultation calls a top-three place could bring, and what each practice page or map listing needs first. It is yours to keep whether or not we work together.

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 by email.