SEO for local law firms, injury, family, immigration, criminal, bankruptcy, and estate. Custom Google Business Profile, reviews, and local work that turn "lawyer near me" into signed cases, not numbers on a dashboard.
The moment someone needs a lawyer, after an accident, a divorce filing, an arrest, a hard decision about bankruptcy, an estate to settle, they do the same thing: they google the exact kind of lawyer they need, "divorce lawyer near me," "criminal defense attorney," "immigration lawyer," and call one of the first firms Google shows. The firm in the map pack signs the case. Everyone else waits on referrals.
I help firms win that moment. Call it law firm SEO or SEO for lawyers, it's the same work: getting a small practice above the firms that advertise everywhere, because the map pack can't be bought, only earned, through proximity, reviews, and a profile that's set up right. You can't outspend the billboard firms. You can out-rank them where it's earned.
The map pack, local citations, and proximity signals that put your firm in front of people searching for your practice area nearby. Local SEO is the engine for a firm that takes local clients.
Rebuilt for your firm: the right practice-area categories, service pages, photos, and posts, plus a steady flow of reviews. The single biggest lever for the map pack.
Someone choosing a lawyer they've never met almost always calls the firm with more, and better, reviews. A simple system to earn them from satisfied clients closes that gap.
Pages that match how clients actually search, for each practice area and each city you serve, plus local authority so Google ranks you above bigger ad budgets.
Each area gets its own deep-dive — the same map-pack playbook, tuned to how that area's clients actually search. Plus bankruptcy and estate work.
Car accidents, slip-and-fall, workplace injury. The highest-value, most competitive search in law — where the map pack beats the billboard and TV firms.
Personal injury SEO →Visas, green cards, deportation defense. High-intent "immigration lawyer near me" searches, often in a second language.
Immigration SEO →Divorce, custody, support. Emotional and urgent — clients call the first firm they find and trust.
Family law SEO →DUI, drug, and assault charges. Fast, high-stakes searches where being in the map pack wins the call.
Criminal defense SEO →Legal search is the most scrutinized corner of local SEO. Google treats legal content as "your money or your life" — it ranks firms it can verify, not firms that merely publish. And the search results themselves are crowded with players most industries never face: Avvo, Justia, FindLaw and Super Lawyers occupy huge stretches of page one, and Local Services Ads sit above everything with their own screening process. A generalist agency treats a law firm like a plumber with a nicer website. It isn't.
What actually moves a firm: the map pack (which directories can't occupy — only real firms with real offices appear there), a Google Business Profile built around the right practice-area categories, and reviews. Someone choosing a lawyer they've never met almost always calls the firm with more and better reviews — it's the only trust signal a stranger can check in thirty seconds. That's why the review system isn't a nice-to-have in legal; it's most of the game.
Legal keywords are the most expensive clicks money can buy — competitive practice areas routinely run well over $100 a click, and the TV firms are happy to pay it. Local Services Ads charge per lead instead and come with Google's screening badge, which makes them worth running for many firms — but you're renting every single lead, competing on response speed, and one bad month of budget means silence.
The map pack is the only one of the three you can own. It sits directly under the LSAs, it's free per click, and for "near me" searches it gets the calls that never scroll further. My recommendation to most firms is boring and honest: keep LSAs if they're producing, and build the organic foundation underneath so your cost per signed case falls every quarter instead of resetting every month.
Most firms pay between $1,500 and $5,000 a month, and practice area moves that number more than anything else: personal injury is the most competitive search real estate in law, while family, immigration and criminal defense markets are usually winnable at the lower end. Anyone quoting one price without asking your practice area and city is guessing.
Judge it against case value, not budget lines. For most firms a single signed case is worth several months of SEO fees — a personal injury case often covers a year. If the work signs one additional case a quarter it has paid for itself, and unlike ad spend, the rankings, reviews and pages it builds are still yours in year two. That's the standard I report against: consultations and signed cases, not a rankings screenshot.
Want the break-even math with your own numbers? Try the honest ROI calculator → — no email required.
organic clicks in twelve months from real Google Search Console data — average position 9.1. Same business, same budget.
the goal for every firm: into the three results at the top of a local search, where new clients begin.
one firm per practice area, per market. When you hire me, the firm down the street simply cannot. No fabricated case studies, ever.
I'm early and I'd rather be honest than inflate numbers. You get the founder, direct, and results shown from your own Search Console, not a screenshot from someone else's account. I never make promises about case outcomes. See the full numbers.
A free thirty-minute call. I'll pull up your firm's Google profile and your top competitors, live, and tell you exactly where your cases are leaking, whether or not you hire me.