[INSERT CASE STUDY 1]A law firm client: practice area, starting visibility, enquiry change, timeframe, and how it was measured. Client naming subject to their consent and to professional confidentiality.
Legal
SEO for Law Firms
Ranking for the specific matter someone needs help with today, built to the advertising rules that actually bind your firm.
[INSERT TRUST BAR]Client logos, years in operation, or a verified results figure.
Legal search is the most competitive money in SEO, and most firms compete for the wrong term
Legal keywords carry some of the highest commercial value anywhere in search, which means every firm in your city is buying and optimising for them. "Lawyer" plus your city is contested by everyone and converts poorly, because it is what people search before they know what they need.
The searches that produce instructions are narrower and far more specific: a matter, a circumstance, a deadline, often phrased as a question at eleven at night. Those queries have less volume individually and far more intent collectively, and most firm websites have no page that answers any of them.
What legal SEO involves
Scoped to what your jurisdiction permits. See the note under process.
01
Practice-area architecture
One page per matter type, at the level of detail a client actually searches, rather than a single services page listing fourteen areas as bullet points. This is the structural change that moves legal rankings more than anything else.
02
Demonstrable expertise on the page
Named authorship by the advocate or solicitor who does the work, with qualifications, enrolment or admission details, and reporting or speaking history. Search systems weight demonstrable expertise heavily in this category, and so do clients.
03
Question-led content
The procedural questions people ask before they instruct anyone: what happens next, how long it takes, what it costs, what the deadline is. Written to inform, which is both what ranks and what the rules generally permit.
04
Local and matter-level intent
Court, jurisdiction and locality where they matter to the client, so the page matches the situation rather than just the city.
05
Legal directories and profiles
Where they carry weight in your jurisdiction, with consistent details across them. Which directories matter varies enormously by country, and several that dominate in the US have no equivalent standing elsewhere.
06
Technical foundations and speed
Most of this traffic arrives on a phone, often urgently. A slow page loses the enquiry regardless of position.
How we start with a law firm
- 01 Regulatory scoping Before keywords, we establish which advertising rules bind you. Indian advocates are restricted by the Bar Council of India rules on solicitation and advertising; firms regulated in England, the US and elsewhere face different and generally broader regimes. Nothing gets proposed until we know which applies, and we ask you to confirm it with your own compliance advice rather than relying on ours. Week 1
- 02 Matter and intent research Which matters you want more of, and the language clients actually use for them, which is rarely the language the profession uses. Week 1-2
- 03 Practice-area build Pages written or rewritten per matter, attributed to a named practitioner, reviewed by you before anything is published. Week 3+
- 04 Profiles and citations Directory and profile consistency, within what your regulator permits. Month 2
- 05 Question content and authority The informational layer that captures people earlier and builds the expertise signals the commercial pages depend on. Month 2+
- 06 Report against enquiries Measured in enquiries by matter type, not in traffic. A thousand visitors reading about a matter you do not take is not a result. Monthly
Results, with the working shown
Every number here comes with the client name, the timeframe and the method. If we cannot show you how it was measured, we do not publish it.
[INSERT CASE STUDY 2]A law firm client: practice area, starting visibility, enquiry change, timeframe, and how it was measured. Client naming subject to their consent and to professional confidentiality.
How we price legal work
Legal is the most expensive category in search to compete in, and we would rather be straight about why than quote a number that ignores it.
01
How many practice areas
Each matter type is effectively its own campaign with its own page set and its own competitors. Three areas done properly beats twelve done thinly, and we will push for the former.
02
How contested your jurisdiction is
Personal injury in a major metro and commercial advisory in a mid-size city are not comparable amounts of work, whatever the firms turn over.
03
Practitioner time for review
Content has to be verified by someone qualified. Where your team can review quickly, cost falls. Where we need to source legally qualified writers, it rises.
04
Regulatory constraints
A restrictive regime narrows what can be done, which sometimes lowers cost and sometimes raises it, because the permitted routes are slower.
05
Whether authority building is in scope
Earned coverage and legitimate directory standing are the slow, expensive part, and in contested practice areas they are usually what decides it.
What you are committing to
Regulatory scope agreed first
Nothing published without your review
Ninety days to start
Then month to month
We quote on the call, once we have seen the site and the search terrain. A number given before that is a guess, and usually a high one.
Questions buyers actually ask
Advocates in India are bound by the Bar Council of India rules restricting solicitation and advertising, and those rules are narrower than what firms in the US or UK operate under. In practice this shapes what a website may say and how it may be promoted, and it rules out a lot of what is sold as legal marketing internationally. We scope every Indian engagement around that from week one, and we ask you to confirm the position with your own compliance advice. We are an SEO agency, not your regulator or your counsel.
Almost always the practice-area structure. Firms typically have one services page covering every matter they handle, competing against firms with a dedicated, detailed page per matter. Splitting that out, with a named practitioner attached to each, is the single change that most often moves legal rankings.
Legal advice affects people's finances, liberty and family. Search systems apply their strictest quality expectations to exactly this kind of content, and unattributed legal writing struggles regardless of quality. Attribution to a named, credentialled practitioner is not a formatting preference here; it is a ranking factor and a credibility one.
No. We can commit to a measured baseline, a defined scope of work and monthly reporting on enquiries by matter type. In the most contested practice areas, meaningful movement typically takes six to twelve months, and any shorter promise in this category should be treated as a warning.
We draft and structure it; a qualified person at your firm verifies it before publication. Where you have no capacity to review, we can source legally qualified writers, but nothing is ever published without a named practitioner at your firm signing it off. That is a hard rule and it is not negotiable on price.
It depends entirely on jurisdiction. In some markets a small number of directories carry real weight for both referral and search. In others the equivalents are pay-to-list and worth very little. We will tell you which yours are rather than buying listings by default.
Local SEO is the general discipline of ranking in a place. This page is what changes when the buyer is choosing a lawyer: the regulatory constraints, the expertise requirements and the matter-level structure. If you want the general version, the local SEO page above covers it.
Where most law firm SEO goes wrong
What you are comparing
A typical legal SEO package
MyInscribe
Target terms
"Lawyer in [city]"
The matter, phrased as the client phrases it
Who is credited
No author, or the firm
The named practitioner, with credentials
Regulatory position
Assumed, usually from US practice
Established in week one, in your jurisdiction
Content review
Published, then shown to you
Nothing goes live without your sign-off
Reporting
Sessions and rankings
Enquiries by matter type
A review of your practice-area visibility
We will map which matters you currently rank for, which your competitors own, and what your jurisdiction permits us to do about it. Free, and yours to keep.
hello@myinscribe.com
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