Local SEO for law firms
Law firm SEO built around practice areas and intake
Someone is hurt in a crash, arrested on a Friday night or served with divorce papers, and they search for a lawyer close by. We work to make your firm the one they find and feel safe calling.
- A page for every practice area and case type
- Profiles and office pages set up for local searches
- Every page reviewed by your firm under its bar rules
What people type when they need a lawyer
Legal searches come from stressful moments. Some people need help tonight. Others read for weeks before they call. Every practice area needs pages written for both.
- Urgent trouble. Arrests and DUI stops happen nights and weekends. The nearby firm with a clear way to reach intake gets the call. Searches like dui lawyer near me, criminal defense attorney, arrested what to do and bail hearing lawyer.
- Injuries. Accident victims compare a few firms on the map and in the results, then call the one that explains things plainly. Searches like car accident lawyer, personal injury attorney near me, truck accident attorney, slip and fall lawyer and dog bite lawyer.
- Family and estates. Divorce, custody and estate planning are researched quietly, often for weeks. Calm, detailed pages build the trust to book a consultation. Searches like divorce lawyer near me, child custody attorney, estate planning attorney, will and trust lawyer and probate lawyer.
- Research first. Questions people ask before they decide they need a lawyer at all. Plain answers to these build trust long before the first call. Searches like do i need a lawyer after a crash, divorce lawyer cost, what does a probate lawyer do and how to choose a lawyer.
Each practice area gets its own page, and each common case type under it gets one too.
Get StartedCategories that match the cases you take
For law firms, a practice area category usually fits searches better than a general one. Pick the primary for the work you most want.
| Category | Type | When to use it |
|---|---|---|
| Personal injury attorney | Primary | Shown here for an injury firm. A practice area category matches accident searches more closely than Law firm or Attorney alone. |
| Law firm | Additional | Fits almost any firm. We add it as a general extra, not as your primary. |
| Criminal justice attorney | Additional | Only if your firm defends criminal cases, not just the odd traffic ticket. |
| Family law attorney | Additional | Only if your firm takes custody, support and divorce matters. |
| Estate planning attorney | Additional | Only if wills, trusts and probate are a real part of your practice. |
One profile per real office. Separate profiles for each practice area at one address break Google's guidelines. Changing an office address can also send the profile back through verification.
The pages we build for your law firm
Your website is included. We plan it around your practice areas, the case types under each, and the offices clients can actually visit.
Practice area pages
One page per practice area, explaining who you help, how a matter moves and how to reach intake.
Case type pages
Car crashes, truck accidents, DUI charges or custody disputes, each on a page of its own.
Attorney bios
Bar admissions, education, practice focus and languages, so a nervous caller knows who they will meet.
Office pages
Address, parking, hours and the nearby courthouses, for each office your clients can visit.
Legal guides
Plain answers to the questions people search first, reviewed by your attorneys before they publish.
Contact and intake
Phone, form and after hours details up top, so a caller at night knows when someone will respond.
Your firm signs off on every page. State bar advertising rules apply, so nothing goes live until an attorney has reviewed it.
Search only works if intake answers
Law firm SEO comes with a few things no trade deals with.
- After hours: Nights and weekends. Arrests and accidents do not keep office hours. Your site and profile should say exactly how after hours calls are handled.
- Intake: The first answer counts. A caller who hits voicemail can simply call the next firm on the map. Every page points to the line intake answers.
- Bar rules: Advertising rules apply. State bar advertising rules cover websites and profiles. Your firm reviews every page before it goes live.
- Depth: Fewer areas, more depth. Ten practice areas listed on one page give Google little to work with. Real depth on the areas you want most gives it more.
Law firm SEO mistakes we see most
These slip into law firm sites and profiles quietly, and each one sends callers to another firm.
- Every practice area on one page. A single page listing injury, family, criminal and estate work gives none of them a real chance to rank. What we do instead: A page for each practice area and the case types under it.
- Superlatives and results language. Words like best and expert or hints about outcomes can run into bar advertising rules and cost you trust. What we do instead: Plain explanations of how a matter works, reviewed by your firm.
- Intake that disappears after five. A site that only says call during business hours loses the people searching at night after an arrest or a crash. What we do instead: Clear after hours options on every page and on the profile.
- Bios with nothing in them. A headshot and one sentence tell a worried caller nothing about who will handle their matter. What we do instead: Bar admissions, education, practice focus and languages on each bio.
- City pages for towns with no office. Copied pages for every nearby city look thin and can mislead people about where you meet clients. What we do instead: Office pages for real offices, and honest service area wording elsewhere.
Starting at $999/month
Website included. On page and off page SEO in one plan.
Your firm's website, its Google Business Profile and the monthly work behind every practice area's rankings, in one plan.
- A website built to rank, included with your plan
- Google Business Profile setup and monthly work
- Service pages, city pages, citations and local links
- A keyword report every month with the work we finished
How we grow a law firm's local search
Four stages, with an extra review step for your attorneys before anything publishes.
- Audit each practice area: Where your firm shows for each practice area in each city you serve, who sits above you, and which pages are missing.
- Set up the profiles: Categories, practice area services, office hours, photos of your office and team, and a review request process your firm approves.
- Build the practice pages: Practice area, case type, attorney and office pages in plain language, fast on a phone and reviewed by the firm.
- Earn citations and links: Legal directories, bar and community listings, local links, and a monthly keyword report showing the work and every move.
Law Firm SEO across the US and Canada
MapClimb Marketing works with law firms and attorneys across the US and Canada. We build around the area you really serve: the service area on your Google Business Profile, one page for each main town you cover, and local links from the places you work. We never make pages for towns you do not serve, and we never copy one page and swap the town name.
Law Firm SEO questions, answered
Sometimes. Google allows profiles for individual practitioners in some setups, and solo firms follow different rules than larger ones. We check how your firm is structured before adding, merging or removing anything.
State bar advertising rules apply to websites and profiles, and they differ by state and province. We write plainly, avoid results claims, and your firm reviews every page before it goes live.
The area your firm most wants to grow usually takes the primary category and the most pages. The rest still get full pages, and a category only when you take that work regularly.
No. Your firm runs intake. We make sure the site and profile send people to the right number, show honest hours and explain how after hours calls work.
Local SEO starts at $999/month with the website included. Firms with several offices or many practice areas need more pages, so we set the plan on a call. Google Ads for firms is priced on that call too.
See where your firm ranks today
Book a call and we will show you where your firm shows up for your main practice areas, who sits above you on the map, and which pages we would build first.
Starting at $999/month, website included.
Get a Free Strategy Call