SEO for law firms. Connect the legal question to a verifiable lawyer.
A firm-wide capability list is a weak substitute for a practice page that explains who handles the work and where. The editorial scope should connect the enquiry, the responsible lawyer and the facts that can be published.
- “which team handles [MATTER] in [JURISDICTION]?”
- “what does the initial consultation cover?”
- “where can I verify the lawyer’s registration?”
- “which costs are outside the quoted legal service?”
What holds law firms back
These checks separate a publishing gap from a claim that needs a lawyer’s approval.
- Practice pages state broad expertise without identifying the team or jurisdiction responsible for the work.
- Lawyer profiles carry old office details or unverified admissions and directory descriptions.
- Fee information is separated from the service and exclusions it is meant to describe.
- General enquiries are counted as new matters without recording conflicts, suitability or the next approved step.
The page types we build first
Connect the subject of the enquiry to a responsible person, a jurisdiction and an approved next step.
- Practice pagesName the kind of matter the firm handles and the relevant jurisdiction. Explain the information needed for an initial enquiry without inviting visitors to send sensitive case details through a general marketing form.
- Lawyer profilesVerify role, admission details and current practice areas against approved records. A directory listing can help identify a discrepancy, but the responsible lawyer must approve claims about experience, specialisms or past matters.
- Fees and service scopeShow the basis of the fee alongside what is included and what needs a separate agreement. Confirm whether the particular service and regulator create publication duties; do not apply one market’s rule to every practice area.
- Office and referral routesExplain which office or team handles a matter and what happens when it is outside the firm’s scope. A referral path should be clear without inventing a branch or implying that every enquiry creates a solicitor-client relationship.
A practice-to-lawyer approval map
Use this specification before drafting expertise claims. It makes the review responsibility visible while keeping client confidentiality and matter-specific advice outside the marketing page.
| Situation to check | Proposed scope | Boundary |
|---|---|---|
| A page names a specialist practice | Attach the approved service boundary, jurisdiction and responsible team. | Do not infer specialist status from a search query or a directory category. |
| Several lawyers appear to cover the same work | Assign a factual review owner and explain the enquiry route. | A team photograph cannot establish which lawyer is admitted for which work. |
| A fee is shown in a search-facing page | Keep the fee basis next to scope, exclusions and the applicable tax wording approved by the firm. | The agency does not decide a legal fee or certify compliance from a template. |
| An enquiry falls outside the firm’s remit | Use the agreed information or referral route and measure it separately. | A submitted form is not evidence that the firm has accepted an instruction. |
Practice-page approval record
ILLUSTRATIVE working specification. No client results or operational promises are implied.
- Practice
- [DEFINED MATTER TYPE]
- Jurisdiction
- [APPLICABLE MARKET]
- Review owner
- [LAWYER OR COMPLIANCE OWNER]
- Professional record
- [VERIFIED REGISTER LINK]
- Fee source
- [APPROVED SERVICE TERMS]
- Enquiry route
- [APPROVED NEXT STEP]
What the first handover should make clear
- Deliver a page-to-reviewer map so each substantive practice statement has an identified owner.
- Record mismatches between the firm site and directory profiles without silently overwriting professional facts.
- Separate accepted instructions from enquiries in the reporting specification.
- Ask the firm to confirm any proposed outcome statement, credential or client reference before release.
What search and AI answers draw on
Keep primary records, firm statements and directory observations distinguishable in the working file.
Typical sources
- Firm-approved practice descriptions and the current team roster.
- The appropriate professional register for each lawyer and jurisdiction.
- Published fee and service information checked against the engagement scope.
- Directory profiles reviewed for factual consistency rather than assumed authority.
- An approved enquiry workflow that distinguishes suitability checks from an accepted instruction.
Rules we work within
The firm’s compliance owner checks publicity and fee information against its actual regulator and jurisdiction. SRA guidance cited here concerns England and Wales; it is not a statement of rules for every market or practice.No invented experts, reviews or statistics. Facts about your product, prices and people are checked by whoever owns them.A summary, not legal advice. Your compliance or legal team has the final say.Where we usually start
The services that fit this industry best. Scope and price in writing before work starts.
Questions from law firms
01Have you worked with law firms before?
[CONFIRM: relevant legal-sector engagements, permitted references and the compliance contact for this scope.]
02Can one page cover more than one jurisdiction?
It can if the distinctions are clear and reviewed by the firm. Separate jurisdiction pages are useful when eligibility, process or the responsible team materially differs.
03Can directory text be reused as a lawyer biography?
Treat it as a reference to verify, not automatic permission to republish. Confirm current facts and usage rights with the firm.
04What can we measure without exposing case details?
Agree categories and dispositions that answer the business question without placing confidential matter descriptions in marketing analytics.
Get a snapshot for your site
- 1Send your site — five issues and where we would start
- 2We check search and AI visibility
- 3PDF by email: five website problems and AI visibility, within two business days of receiving your website URL
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