SEO for a law firm has to treat each practice area as a separate worry: an employment dispute is a different decision from estate planning or criminal defence.
People describe the problem in their own words, such as being dismissed or contesting a will, long before they know which kind of lawyer they need.
A thin practice-area page helps neither the person reading it nor Google.
Firms with several offices often paste the same text onto every office page, so no page clearly matches any search.
In legal search, firms are found for the expertise they show, not for stuffing pages with search words.
Clients search for help under the law of the place they live, and general articles about the law say nothing about where you are admitted.
For law firms, the SEO plan starts from the proof people look for: lawyer credentials, case results shared within confidentiality rules and a clear list of practice areas.
Our recommendations follow how many new matters you can take on and how you check for conflicts of interest.
We split employment, family, criminal, estate and business matters into separate groups of pages, each with its own questions and answers, the timelines clients care about and proof you can back up.
We add structured data for each lawyer, bar numbers where they help, and the same spelling of every name in the bios and the footer.
References to the law and the wording about outcomes are written for the jurisdictions where you are licensed to practise.
We advise on testimonials where your rules allow them, and give more room to recognition from peers and the types of cases you handle, without misleading endorsements.
This page is about search results outside the map. The map, your Google Business Profile and local searches, such as “lawyer near me” and searches for help with a specific legal problem, have a page of their own: Local SEO for law firms.
We write down which partners handle which matters, where each is licensed and which languages they speak. We then look at which competitors Google shows for each practice area and place.
We plan the page addresses, draft the page titles and check every text against a list of advertising ethics rules.
Technical fixes, structured data and page changes go live in batches, and we test every button on a phone.
Each month we match searches to the matter types in your CRM, the system where you record clients and matters. We expand the pages that bring signed clients and cut back thin pages that attract people from the wrong jurisdiction.
Price: SEO for law firms from €550 a month plus VAT, three-month minimum.
We report consultation requests by practice area, call quality as tagged by your team and forms started for each type of matter.
Success means more well-matched enquiries from the jurisdictions where you are licensed, and fewer people asking for advice you cannot ethically give.
Example figures from client projects with law firms. Outcomes vary by market, offer and how consistently the plan is carried out.
Plain answers about SEO, written for law firms.
The hardest terms can take many months, because trust and depth matter in law.
They can, if each office page has its own local proof and its own lawyers, and where two pages overlap, one is clearly marked as the main version.
We use anonymised examples and leave out anything that could identify a client.
Consultation requests by practice area, call outcomes where you track them, and signed matters credited to each channel where your CRM allows it.
Lead with your credentials and the place where you practise.
General questions about SEO, the same for every trade, are in our FAQ.
FAQ: SEOKeep every channel working to one plan.
Profile posts about legal clinics and guides
Explore serviceCampaigns split by type of matter
Explore serviceForms that change with urgency
Explore serviceFAQ about consultations and scope
Explore serviceCommunity and charity partnerships
Explore serviceConflict questions for the intake team
Explore serviceCommunity work
Explore serviceConflict questions after the contact details
Explore serviceAdd Local SEO so each office shows in the map results, Google Ads for the most expensive searches under the same strict rules, and a fast site, so someone facing a deadline can reach a lawyer quickly from a phone.
Share your goals and constraints. We will turn them into a practical SEO plan for law firms.
