SEO for law firms:
practice area pages that rank and convert
A law firm's organic traffic usually comes down to two things: does a practice area page exist and rank for exactly what someone searches right after a car accident or a contract dispute, and does the site make it obvious and easy to call. We build both and track the call, not just the ranking.
Where the money leaks today
A law firm site often has one generic ‘practice areas’ page listing six services in a bulleted list, which cannot compete against a competitor with a dedicated, in-depth page for each practice area matched to exactly how someone searches in the moment that matters, right after an accident, a divorce filing or a contract dispute. Multiple offices compound this: a single local SEO setup for the main address while branch offices sit unoptimised, invisible in their own city’s map pack.
A frequent and costly gap: firms with multiple practice areas often let one strong, established page (frequently personal injury) absorb all the SEO attention while equally valuable practice areas (estate planning, business law) sit on a single generic paragraph, leaving real revenue-generating search demand almost entirely unaddressed simply because nobody prioritised it.
What we do
We build one dedicated page per practice area, written around the specific questions and search terms that come up right after the triggering event, not generic legal language. Every office location gets its own local SEO and Google Business Profile work, since a firm with branches competes separately in each city’s map pack. Attorney profile pages are built for both credibility (bar admissions, case history, recognitions) and search. We track click-to-call and form fills by practice area and location specifically, since a managing partner needs to know which page brings calls, not just which page ranks.
We score practice areas by a combination of search volume and typical case value, not just traffic potential, since a lower-volume practice area with a high average case value can be worth prioritising over a higher-traffic one that converts to smaller engagements, a calculation generic SEO advice rarely accounts for.
What we need from you
A list of practice areas and every office location, admin access to each Google Business Profile, and attorney bios, credentials and any case results you can share without breaching confidentiality. A rough sense of typical case value by practice area, even a range, changes the prioritisation meaningfully, so share what you can even if it feels approximate rather than precise. Admin access to each office’s Google Business Profile and a current attorney roster round out what we need to start.
How we measure
Local map pack position per office and practice area, organic sessions per practice area page, and calls and form fills attributed to organic traffic through call tracking, broken out by practice area so budget decisions are grounded in what actually converts. We attribute calls and form fills to the specific practice area page the visitor arrived through, not to the site as a whole, since that is the number that actually tells a managing partner which investment is paying back.
Price and timeline
| Option | Price | What it covers | Timeline |
|---|---|---|---|
| Launch or audit | from $800 | Audit, keyword map, first practice area pages, local SEO setup per office | 2 to 4 weeks |
| Monthly management | from $1,200 / month | Ongoing content, local SEO maintenance, call-tracking report by practice area | monthly, no lock-in |
| Full control, handover to your team | from $2,200 | Full build across practice areas and offices handed to your marketing team with a playbook | 3 weeks |
Related
A firm’s reviews carry unusual weight in a category where trust is the entire sale, which is why we almost always recommend pairing this with a reputation strategy; a strong practice area page sending traffic into a thin or unanswered review profile loses a meaningful share of the calls it should otherwise convert. For firms running intake across a call centre or an answering service, this also pairs naturally with a lead-routing and CRM setup so a call that comes in outside office hours does not simply go unanswered. Pair this with local SEO and Google Business Profile for multi-office firms and reputation SEO since legal reviews carry unusual weight. Full services: SEO and content and funnels, lead magnets and CRM for the intake side. The same practice-area research discipline runs through our 973-page SEO case study. Get in touch with your practice areas and offices and we will map what is missing before you commit to anything.
FAQ
How much does SEO for a law firm cost?
From $800 for an audit and the first set of practice area pages; ongoing monthly management with content and local SEO runs $1,200 to $2,000 depending on how many offices and practice areas you cover.
How long until we get calls from organic search?
Local SEO fixes can bring map pack visibility within 2 to 6 weeks; practice area page rankings for competitive terms usually take 2 to 4 months, longer in high-competition metro areas.
What budget should we plan for ongoing work?
Most firms run an ongoing retainer rather than a one-off project, since legal SEO is a sustained-effort category; budgets commonly range from $1,200 to $3,000 a month depending on office count and competitiveness.
What do you need from us?
A list of practice areas and office locations, admin access to each Google Business Profile, and attorney bios and credentials for the profile pages.
How do you measure success beyond rankings?
Calls and form fills by practice area and by location, tracked through call tracking and analytics, which is the number a managing partner actually cares about.