Law firm SEO that brings in qualified cases.
Law firm SEO for attorneys and solicitors in the US, UK, Canada and Australia. Rank for your practice areas, win the local map pack and turn searches into consultations, without paying sky-high cost per click.
Expensive clicks, empty intake calendar.
Cost per click keeps rising
Legal keywords are some of the most expensive in Google Ads, so relying on paid search alone squeezes every case's margin.
One page for every practice area
A single "Practice Areas" page can't rank for personal injury, family law and immigration in every city you serve.
Directories own your searches
Big legal directories outrank individual firms and then sell the same lead to your competitors.
A tailored plan for each practice area.
Pick a practice area to see what we build.
- City and accident-type pages
- Settlement process and FAQ content
- Intake tracked from first call to signed case
- Sensitive, plain-English guides
- Fixed-fee and pricing transparency (SRA)
- Map pack for every office
- Visa-type pages in clear language
- Multilingual content where needed
- Consultation booking online
- Guides that capture early research
- Calculators and checklists
- Reviews from families you have helped
Everything a firm needs to rank and convert.
Practice area pages
In-depth pages for each practice area and location, written for how clients search and reviewed by your team.
Google Business Profile
Correct categories, office details, attorney photos, Q&A and posts for every office.
Reviews & reputation
Ethical review requests and responses that follow bar and SRA guidance.
Technical & schema
Fast, secure pages with LegalService, Attorney and FAQ schema so Google understands your firm.
Legal directories & links
Consistent listings on Avvo, Justia, FindLaw, Martindale, the Law Society and local bar associations, plus earned links.
Intake tracking
Calls, forms and consultation bookings tracked so you see cases from SEO, not just traffic.
Local SEO results we've delivered.
Law firms win clients the same way other local service businesses do: through the map pack, practice pages and reviews. Here is what that approach achieved for a local service business.
Local SEO in a crowded city
We rebuilt service pages, optimised the Google Business Profile, fixed technical issues and rewrote titles to match how customers search.
Results from a client project in a different industry. Name withheld for confidentiality.
From audit to consultations.
Audit & strategy
Rankings, competitors, directories, website and intake tracking reviewed for each practice area.
Foundations
Google Business Profile, technical fixes, schema, titles and call tracking set up.
Practice area pages
New and improved pages for your priority practice areas and locations, approved by your team.
Authority & reviews
Legal directories, earned links, review requests and monthly reporting on enquiries.
See what a case really costs you.
Ads vs SEO: what does a case cost?
Use your own numbers from Google Ads.
Estimate only, based on the numbers you enter. SEO cases usually build up over 6–12 months.
How law firm SEO turns searches into clients
People rarely look for a lawyer until they urgently need one. When they do, they search Google, compare the firms in the map pack, read reviews and call the one that looks most credible. Law firm SEO is about being one of those firms for every practice area and location you want to grow.
1. Build a page for every practice area and location
Google ranks pages, not firms. A dedicated page for "car accident lawyer in Houston" or "family solicitor in Leeds" will always beat a general practice areas list. Each page should explain the process, fees or funding options, timelines and what a client should do next, written in plain language and reviewed by an attorney.
2. Win the local map pack
For searches with local intent, the map pack captures most clicks. A complete Google Business Profile for each office, the right primary category, real photos of your team and offices, and a steady stream of genuine reviews are the biggest levers. Our local SEO service covers this in detail.
3. Show expertise and trust
- Attorney bios with credentials, bar admissions and memberships.
- Clear disclaimers and no promises of outcomes.
- Helpful guides answering real client questions, which also build E-E-A-T, the quality signals Google uses for legal and financial topics.
4. Follow advertising rules
In the US, each state bar has rules on lawyer advertising, and the American Bar Association's Model Rule 7.1 prohibits misleading communications. In England and Wales, the SRA Transparency Rules require price and service information for certain services. We keep content factual and leave final approval with your firm.
5. Track consultations, not clicks
We connect GA4 and call tracking to your intake process, so you can see how many consultations and signed cases come from organic search each month. For urgent case types, our Google Ads team can run paid campaigns alongside SEO.
Who we work with
Our law firm SEO clients include solo practitioners, boutique firms and multi-office practices in the United States, United Kingdom, Canada, Australia and Ireland. We work as your remote SEO team, across your time zone, with month-to-month terms after an initial setup period.
Law firm SEO, answered.
Straight answers about scope, timelines and what to expect.
What is law firm SEO?
Law firm SEO is the process of improving how your firm appears on Google when people search for legal help, such as "divorce lawyer in Manchester" or "personal injury attorney near me". It covers practice area pages, Google Business Profile, reviews, legal directories, technical SEO and content that answers clients' questions.
Which practice areas do you work with?
We work with personal injury, family and divorce, immigration, criminal defence, employment, estate planning, business and commercial law, conveyancing and property law firms, from solo attorneys to multi-office practices.
Do you follow legal advertising rules?
Yes. We write content that respects US state bar advertising rules and the SRA Transparency Rules in England and Wales, avoid guarantees of outcomes, and include required disclaimers. Your firm reviews and approves everything before it goes live.
How long does SEO take for a law firm?
Local map pack improvements often show within 2–4 months. Competitive practice areas in large cities, such as personal injury, usually take 6–12 months of consistent work to reach the top positions.
Is SEO better than legal directories or Google Ads?
Directories and ads can bring enquiries quickly, but costs per lead in legal markets are among the highest of any industry. SEO builds a channel you own, and we can coordinate it with your ads and directory profiles.
How do you measure success?
We track calls, contact forms and consultation bookings from organic search and the map pack, alongside rankings for your main practice areas and locations, in a monthly report.
Do you work with firms outside the US and UK?
Yes. We also work with firms in Canada, Australia, Ireland and the UAE, adapting keywords and terminology such as attorney, lawyer and solicitor to each market.