Industries
Search engine optimization for lawyers and law firms
AgencySEO provides search engine optimization for lawyers and law firms on a monthly retainer bought online. You pick a plan, pay, grant Search Console, GA4 and CMS access in the panel, and our strategists build practice area, location and attorney pages that your attorneys approve before publishing.
No sales call, no setup fee and no long contract. Every page, fix and link sits in one panel with a monthly report on calls and form leads from organic search.
- Prices on the page.
- Month-to-month.
- Cancel in your panel.
Urgent, local and high stakes
Someone searching for a lawyer usually has a real problem and limited time: an arrest, an injury, a divorce, a contract dispute, a visa deadline. They search the practice area plus a city, or a question about their situation. They look at the map results, open two or three firm websites, and contact the one that seems most competent and easiest to reach. SEO services for lawyers have to win in both places at once: the local pack and the organic results, with pages that convert a worried visitor into a call.
Legal content is YMYL
Google classes legal topics as "Your Money or Your Life" content, where inaccurate information can cause harm. Pages that rank in competitive practice areas show clear expertise: who wrote or reviewed the content, their bar admissions and experience, current and jurisdiction-specific information, and an identifiable firm behind the site. We build these signals into every page from the start.
Practice area pages that answer real questions
Each practice area deserves its own page, and broad areas need supporting pages. A personal injury firm needs separate pages for car accidents, truck accidents, slip and fall, and wrongful death. A family law firm needs pages for divorce, custody, support and modifications. Each page explains how the process works in your jurisdiction, what clients should do first, what affects the outcome, how your firm handles these matters, and how to get in touch. Generic pages copied across firms rank poorly.
Location pages without doorway pages
Firms with several offices need a page per office with consistent name, address and phone, attorneys who work there, practice areas handled there, directions and hours. Firms serving surrounding cities from one office need care: thin pages that swap the city name are doorway pages and can hurt the whole site. We create location content only where you serve clients and can say something specific about that area, such as the local courts, procedures or common case types.
Page types and what they do
| Page type | Job it does | What it needs |
|---|---|---|
| Practice area page | Rank for "[practice area] lawyer [city]" searches | Process, first steps, jurisdiction details, clear contact path |
| Sub-practice page | Capture specific case types | Specific facts, how your firm handles them |
| Office page | Rank in local results for that office | Consistent NAP, attorneys, directions, hours |
| Attorney bio | Rank for name searches, build trust | Bar admissions, education, experience, practice areas |
| Question-led article | Answer common client questions | Attorney-reviewed facts, date, jurisdiction |
The map results decide many first calls
For "[practice area] lawyer near me" searches, the local pack appears above organic results and takes many of the clicks. We optimize each office's Google Business Profile: correct primary category (for example "Personal injury attorney" rather than a generic "Lawyer" where it fits), additional categories, services, hours, photos you supply, and appointment links. We watch for suggested edits and spam listings that compete with yours, and we help you set up a review request process that follows your bar's rules on testimonials.
Citations in legal directories
Legal directories, bar association listings and general business directories all carry your firm data. We audit and fix inconsistencies so search engines see one clear set of facts per office. Our local seo services page covers the full local program.
Bios that rank and convert
Attorney bio pages are often among the most visited pages on a law firm site. Prospective clients want to know who will handle their matter. Strong bios list bar admissions, courts admitted to, education, years in practice, practice areas, published articles, speaking engagements and professional memberships, with a photo and a direct way to contact the attorney. We add Person and Attorney structured data so search engines connect each lawyer to the firm, the practice areas and the content they reviewed.
Bios support every other page
Each practice area page and article names the attorney who reviewed it and links to their bio. That link makes the expertise behind the page visible to readers and search engines, and to AI answer engines that look for authoritative sources. On Growth and above we track how often your firm and attorneys appear in ChatGPT, Perplexity and Google AI Overviews answers for your priority practice areas.
Your attorneys approve all copy
Law firm websites are attorney advertising. The ABA Model Rules of Professional Conduct, in particular Rules 7.1 to 7.3, and each state bar's own rules govern what a firm can say. Common issues include claims of being a "specialist" or "expert" where the state restricts those terms, statements about past results without required disclaimers, comparisons with other lawyers that cannot be verified, and solicitation. Some states also require specific disclaimers or filing of advertising materials.
We write with these rules in mind, but we are not lawyers and we do not give legal advice. A responsible attorney at your firm reviews and approves every page before publishing, including practice area pages, bios and articles. The approval and its date are recorded in the panel.
What we will not publish
- "Specialist" or "expert" claims your attorneys have not confirmed are allowed in your state
- Case results or testimonials without the disclaimers your attorneys require
- Guarantees of outcomes or claims that cannot be verified
- Legal advice framed as applying to a reader's specific situation
Plan fit by firm size
| Plan | Price per month | Fits | Monthly scope |
|---|---|---|---|
| Small | 1 500 USD | Solo attorney or small firm, one office | 25 priority keywords, Google Business Profile optimization, 2 new pages, 2 refreshes, 2 editorial links, up to 10 technical fixes |
| Growth | 3 500 USD | Firm with several practice areas or two markets | 100 keywords, 2 markets, 6 new pages, 4 refreshes, 6 links, AI search visibility, quarterly competitor gaps |
| Scale | 7 500 USD | Multi-office firm in competitive practice areas | 300 keywords, 5 markets, 14 pages, 8 refreshes, 14 links, quarterly digital PR asset, 1 CRO landing page test, dedicated senior strategist |
| Enterprise | 12 000 USD | Large firms, several sites or brands | 10 markets, 24 pages, 12 refreshes, 24 links, migration support, release reviews, seats with roles, security and compliance pack |
Annual prepay saves 20 percent. Personal injury, criminal defense and family law are among the most competitive legal searches, so firms in those areas with more than one office usually start on Growth or Scale. If your main goal is calls and form leads, our lead generation seo page explains how we track them. Pricing for every plan is on our SEO pricing page.
FAQ
What does search engine optimization for lawyers include
It includes practice area and office pages, attorney bios, Google Business Profile optimization, citations, technical fixes, content that answers client questions, and editorial links, all measured by calls and form leads from organic search.
Are you an SEO company for lawyers only
No. We work across several industries, and our law firm program applies legal-specific practices such as attorney approval of all copy, bar advertising rules and jurisdiction-specific content.
Who makes sure our website follows bar advertising rules
Your attorneys. We write with ABA Model Rules 7.1 to 7.3 and state bar rules in mind, but we do not give legal advice. A responsible attorney at your firm approves every page before it goes live.
How long do SEO services for lawyers take to work
Google Business Profile improvements and fixes to existing pages can show within a few months. Competitive practice areas in large cities take longer and need steady content and links. The panel shows progress per page and per office every month.
Can you help a firm with several offices
Yes. Each office gets its own Google Business Profile work and a location page, and plans from Growth up cover more than one market.
Is there a long contract
No. Plans are month-to-month with no setup fee, and you can cancel in the panel any time. Annual prepay is optional.
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