Legal buyers research extensively, then decide quickly under stress. A personal-injury client researches for hours after an accident; a family-law client compares attorneys for weeks. The website has to do both jobs. We build sites and SEO systems for boutique and mid-size firms that prioritize qualified intake over volume — and convert the research into a phone call to a real person.
Common problems we see in Law Firms
- The site reads like a law-school resume rather than a clear answer to what the client wants to know
- Every practice area lives on one combined page, so specialty queries lose to single-focus competitors
- After-hours leads don't get caught — and personal-injury and criminal-defense leads are time-sensitive
- Reviews are sparse because attorneys are uncomfortable asking, and competitors with 200+ reviews dominate the map pack
Our approach
01
Practice-area landing pages
One page per practice area (PI, family, criminal, business, estate planning) with FAQs, recent results (where ethically allowed), and intake CTA tuned to that buyer.
02
Authority content for AI citations
Long-form articles answering the questions clients actually ask ('what is my car accident case worth in [state]', 'how does an uncontested divorce work'). These win AI Overviews and produce high-intent leads.
03
24/7 intake and qualification
Form-to-text automation, missed-call text-back, and an intake script that pre-qualifies leads so attorneys only spend time on viable cases.
04
Ethically-sound review automation
Post-matter review requests timed appropriately to the case type, with bar-compliant language and reputation monitoring across Avvo, Martindale, and Google.
37%
of legal leads come outside business hours and require automated capture to convert
5.7
average attorneys researched by a personal-injury client before signing
Source: FindLaw Legal Consumer Survey, 2023
62%
of legal queries on AI engines now return cited attorney content alongside the answer
Service mix for Law Firms
Practice-area pages, attorney bios, intake CTAs tuned to each matter type.
Authority content + map pack for high-volume practice areas.
24/7 intake, qualification routing, review automation.
Example client
Boutique personal-injury and family-law firm (Salt Lake City)
Three attorneys. Strong reputation, weak online presence, single combined website. Leads inconsistent.
Result: After splitting the practice areas and launching authority content: monthly qualified leads doubled, after-hours capture grew from 4 to 28 leads/month, and the firm joined the map pack for two of three practice areas.
Frequently asked questions
How do you handle bar advertising rules in different states?
Every claim, testimonial, and outcome reference is reviewed for the firm's state bar advertising rules. We work from the firm's compliance guidance and never publish content that risks a violation.
Should we publish attorney fees on the site?
For PI (contingency) and certain flat-fee matters, yes — clarity wins more qualified inquiries than it screens out. For complex hourly matters, surfacing rate ranges and consultation fees works better.
Can you help with multi-location firm SEO?
Yes. We build location pages with NAP-consistent citations, individual GBPs per office, and a master case-results hub that benefits all locations.
Are case results and testimonials worth featuring?
Where bar rules allow them, yes — they are the strongest single trust signal on a law firm site. We include the required disclaimers and pull only ethically-permissible content.