Practice-area pages
One page per practice area, explaining the process and what clients should expect.
Local SEO for law firms
Local SEO for law firms is helping people find your firm when they search for a lawyer in your practice area and city, then giving them enough trust to call. Legal searches involve research and comparison, so practice-area pages, lawyer profiles and accurate, careful content matter as much as map visibility.
How people search for a lawyer
- Practice-led: "family lawyer", "immigration lawyer", "personal injury lawyer"
- Problem-led: "how to file for divorce", "what to do after a car accident"
- Place-led: "lawyer in [city]", "law firm near me"
- Decision: "lawyer fees", "free consultation lawyer", "lawyer reviews"
Google Business Profile setup
Use "Law firm" or the most specific practice category Google offers in your country, such as family or personal injury categories, as the primary category. Lawyers with their own listings should use their own name and link to the firm. Keep consultation hours and contact details accurate.
Category names vary by country. I check what Google offers in your market.
What I focus on for law firms
Lawyer profiles
Named lawyers with admissions, experience and areas of practice.
Question content
Clear answers to the legal questions people research before they call, reviewed by a lawyer.
Compliance
No outcome guarantees or claims that breach professional advertising rules.
Common problems in this industry
High competition
Legal keywords in large cities are among the most competitive. Specific practice areas and neighbourhoods are often the better starting point.
Directory dominance
Legal directories often rank above firms. A strong profile there plus strong own pages works better than ignoring them.
Accuracy risk
Legal information changes and differs by jurisdiction. Every legal statement is checked by the firm before publishing.
Want to know where your business stands? I'll compare you with the law firms ranking in your area.
How we work together
Each step has a realistic timing. Larger sites and competitive markets take longer.
-
1
Audit
Your profile, website, listings and competitors reviewed, including what already works.
Weeks 1 to 2 -
2
Plan in writing
A prioritised plan ranked by impact. You approve it before work starts.
End of week 2 -
3
Fix foundations
Profile, consistency, technical issues and tracking.
Month 1 -
4
Build
Service pages, answer-first content and structured data.
Months 2 to 3 -
5
Report and adjust
Monthly plain-language report and plan updates.
Every month
Frequently asked questions
Use the most specific accurate practice category, keep the firm's details identical across the web, collect genuine client reviews where your professional rules allow, and link the profile to a strong practice-area page. Prominence from legal directories and local mentions also helps.
Individual practitioners are allowed listings under Google's rules, which can help visibility. Each must use the lawyer's real name and match the firm's address and phone. Coordinate them with the firm's listing so clients are not confused.
Google allows asking for reviews, but your bar or law society may have rules about testimonials. Check your professional conduct rules first. Never offer incentives, and never reveal client details when replying to reviews.
Publish practice-area pages, lawyer profiles and clear answers to the questions people ask before hiring, such as process, timelines and fee structures. Every legal statement should be accurate for your jurisdiction and reviewed by a lawyer before it goes live.