SEO for lawyers and law firms
Nobody googles “lawyer” as a hobby: behind every legal search there's a problem with a deadline. The firm that answers first, and with judgment, gets the case.
Legal search is pure intent: “wrongful termination severance,” “uncontested divorce,” “first-time DUI.” Whoever types that needs a lawyer this week. And yet most firms run an institutional website that talks about their history — not about the problems people are trying to solve.
The structure that converts: one page per practice area and per frequent problem, written with legal judgment but in the client's language, proving expertise by answering exactly what the searcher is asking — and closing with an immediate contact channel. The trust gets built before the first call.
The industry playbook
One page per practice area and per frequent legal problem
Question-and-answer content in client language, not legalese
Attorney profiles with bar admissions and cases (trust signal)
Local SEO per office and ethically managed reviews
Immediate capture: consultation request from every page
Frequently asked questions
Doesn't publishing legal answers give away my work?
It gives away the generic answer and captures the specific case: whoever reads your clear explanation concludes that you know your field — and their case always has particulars that require a consultation. The content filters and pre-qualifies.
Does this work for a solo attorney, or only for big firms?
The specialized solo often beats the big firm in their practice area: fewer but deeper pages, in a concrete niche, rank faster than a generic twenty-practice website.
Could your business be the answer in its vertical?
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