01
Extremely competitive results
Legal keywords are among the most expensive in search.
Legal
SEO for Lawyers
More calls, bookings and qualified leads for your law firm, from customers already searching for what you do.
span>Free audit in 2 business daysMonth to monthPlain-English reporting
criminal defense lawyer near medui attorney free consultationdivorce lawyer near mehow much does a will cost with a lawyerliving trust vs will
8High-intent searches mapped
3Top map pack target
90Days to early movement
799Local plans from, per month
Why lawyers need SEO
People searching for a lawyer are usually facing a stressful problem with a deadline attached. An arrest, a custody dispute, a contract gone wrong, or an estate that needs planning sends them to Google with phrases that describe their situation more than a legal practice area. Urgent matters like criminal charges lead to fast calls to firms that answer the phone, while estate planning or business formation clients research over weeks. Most compare a few firms, read reviews about communication and outcomes, and look closely at attorney biographies before scheduling a consultation.
Keyword targets
Searches that bring lawyers customers
High-intent searches we build pages and profiles around.
criminal defense lawyer near meUrgent
dui attorney free consultationUrgent
divorce lawyer near meLocal
how much does a will cost with a lawyerResearch
living trust vs willComparison
small business lawyer for contractsCommercial
landlord tenant attorney evictionCommercial
flat fee estate planning attorneyCommercial
Challenges
What makes SEO for lawyers different
02
Practice area depth
Each practice area needs authoritative content.
03
Bar advertising rules
Content must follow professional conduct rules.
Site structure
Pages every law firm website needs
01/06
01Practice area pages
02Specific matter pages
03Attorney biography pages
04Consultation and fees page
05Process explainer pages
06Local court and county pages
Give each area such as family law, criminal defense, or estate planning its own detailed page explaining services, process, and how consultations work.
Pages for DUI, uncontested divorce, or LLC formation capture searches that describe the exact problem rather than the general area of law.
Show bar admissions, education, experience, and focus areas, helping prospective clients choose a lawyer they trust with a personal matter.
Explains how consultations work, fee structures such as flat fee or hourly, and what to bring, reducing hesitation before the first call.
Walk through what happens in a divorce, criminal case, or probate, answering research questions and showing the firm's command of local procedure.
Explain experience with specific courthouses and counties served, which matters to clients whose case will be heard in a particular jurisdiction.
Strategy
Our SEO strategy for lawyers
A clear plan, owned by one senior strategist, reviewed with you every month.
4steps
90day plan
1owner
- 1Step 01Week 1
Set up the profile for consultations
Choose precise categories such as family law attorney or criminal justice attorney rather than a generic lawyer category, list practice areas as services, and keep hours accurate. Add office and attorney photos and a consultation booking link. Answer common questions about free consultations and payment options in the Q and A.
- 2Step 02Weeks 2 to 4
Build practice area clusters
Create a main page for each practice area and supporting pages for specific matters and process questions. Link them together logically. Write in plain language, cite relevant state law accurately, and include clear calls to schedule a consultation without promising outcomes.
- 3Step 03Month 2 onward
Earn reviews within bar rules
Ask satisfied clients for reviews after a matter closes, following your state's rules on solicitation and testimonials. Never offer anything in exchange. Reply without revealing confidential details or confirming the specifics of anyone's case, since attorney confidentiality applies to online responses too.
- 4Step 04Every month
Build authority through legal and civic ties
Maintain profiles in reputable legal directories, participate in bar association committees, and speak at community or business events. Writing for local publications and teaching continuing education sessions earns links and mentions that signal real expertise to search engines and prospective clients.
State bar advertising rules govern testimonials, specialist claims, and disclaimers, and confidentiality duties apply to review replies, so all content should be reviewed against the rules where the firm practices.
Services
SEO services for lawyers
Local SEO
Show up when nearby customers search for what you do, with a Google Business Profile, location pages and local signals that outrank the competition.
Learn moreGoogle Business Profile SEO
Your profile is often the first thing customers see. We turn it into the strongest asset in your local search presence.
Learn moreTechnical SEO
If Google cannot crawl, render and understand your site, nothing else works. We fix the foundation so content and links can do their job.
Learn moreContent SEO
Strategy, writing and refreshes that make your site the most useful answer on the topics you sell.
Learn moreAnswer Engine Optimization
Answer engine optimization puts your pages inside featured snippets, People Also Ask, voice search and AI answer boxes.
Learn moreGenerative Engine Optimization
Generative engine optimization makes your brand the source AI Overviews, ChatGPT and Perplexity quote when customers ask.
Learn morePricing
SEO pricing for lawyers
Local SEO plans built for businesses like yours.
Starter
One location, one service area
$599/ month
- Google Business Profile setup and optimization
- Top 40 citations
- Review request system
- 2 location or service pages per month
- Rank grid report
Pro
Up to three locations
$1,199/ month
- Everything in Starter
- Weekly Google posts
- 4 local pages per month
- Local link building
- Review response management
- Competitor map pack tracking
Multi-location
Four or more locations
$2,199/ month
- Everything in Pro
- Per-location profiles and pages
- Store locator SEO
- Centralized review dashboard
- Dedicated local strategist
Month to month after a 3 month onboarding. Compare all SEO packages
FAQ
SEO for lawyers: FAQ
Questions lawyers ask before hiring an SEO company.
2 daysto your free audit
<24hreply time
6questions answered
RE
RankEmpireUsually replies within a day
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