SEO for Law Firms, Built Inside the Advertising Rules
BX is a legal SEO services team for firms in the US, UK, Australia, Canada and the Philippines. We build practice area pages, local visibility and content that a partner can sign off, because every claim on the page has to survive your bar's advertising rules.
Who this is for
- Small and mid-size firms that rely on referrals and want a second, steady source of consultation requests
- Firms with one generic Services page that need a separate page for each practice area and office
- Personal injury, family, immigration, employment and estate practices competing for local searches
- Corporate and commercial firms whose buyers check the website before shortlisting counsel
- Multi-office firms that need each location to show correctly on Google Maps
- Marketing managers at firms who want a lawyer SEO company that writes to compliance, not around it
Problems we solve
- ✕Practice area searches in your city return directories and large firms, and your pages sit on page two or lower
- ✕Attorney bios, office pages and practice pages repeat the same generic text, so nothing matches a specific search
- ✕The Google Business Profile has the wrong category, no practice areas and few recent reviews
- ✕Blog posts exist but answer no real client question and bring no inquiries
- ✕Website copy includes claims such as 'best' or 'expert' that your ethics counsel is uneasy about
- ✕No one can say which calls and form fills came from search and which came from referrals
What is included
Practice area and location pages
One page per practice area, and per office where the firm serves more than one city. Each page explains the matter type, the process, who handles it and how to book a consultation, written for the client's actual search.
Google Business Profile and local SEO
Primary and secondary categories, services, office hours, photos and posts for each office, plus separate practitioner profiles where Google's guidelines allow them. See our local SEO service.
Review program that respects confidentiality
A request process for former clients that asks about service, communication and responsiveness, never case details. No incentives for reviews, which Google's review policy prohibits.
Technical SEO
Crawl, indexing, page speed, internal links and LegalService structured data, so search engines read your practice areas and offices correctly. Our technical SEO team handles the fixes.
Legal guide content
Plain-language guides and FAQs on the questions clients ask before they call. Drafts go to a lawyer at the firm for review before anything is published.
Call and form tracking
Tracking on calls, consultation forms and booking tools, so the monthly report shows which pages produce inquiries.
What you get from it
Copy your ethics counsel can approve
We draft to the rules that govern you: ABA Model Rules 7.1 to 7.3 or your state's version, the SRA Code of Conduct and Transparency Rules in England and Wales, or the Supreme Court's Code of Professional Responsibility and Accountability in the Philippines. No outcome promises, no unverifiable superlatives.
Visibility where clients choose a lawyer
Most people pick a firm from the map results or the first page of search. The work targets both, per practice area and per office.
Inquiries you can trace
Every page is measured on the consultations it produces, not only on traffic.
One team for search and ads
If a practice area needs faster volume, the same team can run Google Ads against the same pages.
How we work
Audit
We review your site, Business Profiles, reviews, rankings for practice area searches and the firms that outrank you in each city.
Compliance brief
We confirm which jurisdictions' advertising rules apply, which words the firm avoids, required disclaimers and who approves copy.
Page plan
A keyword map that assigns one search intent to each practice area and office page, with priorities agreed with the partners.
Build and publish
Pages, profile updates, technical fixes and guides go live after lawyer review.
Report monthly
Rankings, map visibility, calls and forms by practice area, plus the next month's plan.
SEO programs for international clients start from USD 800 per month. Paid ads management starts from USD 600 per month plus ad spend. Scope depends on the number of practice areas, offices and markets. Contact us for a quote.
Get a scoped quoteBX has no published law firm case study yet, so none is shown here. Local SEO results from other industries are on the case studies page. Results vary by market, competition and starting point, and no one can guarantee rankings.
Frequently asked questions
Can law firms advertise and do SEO?
Yes. Bar rules in the US, the UK, Australia and the Philippines permit lawyers to market their services, including through websites and search. The limits are on content: no false or misleading statements, no unjustified expectations about results, and rules on solicitation, specialist titles and testimonials that vary by jurisdiction.
What does SEO for law firms include?
Practice area and office pages, Google Business Profile work for each office, reviews, technical fixes, structured data, legal guide content and call and form tracking. The mix depends on whether your clients search locally, nationally or both.
Do we need a separate page for each practice area?
Usually yes. A page about divorce and a page about business formation answer different searches. One combined Services page rarely ranks well for either.
How do we get reviews without breaching confidentiality?
Ask former clients to review your communication, responsiveness and professionalism, and never ask them to describe their matter. Reply to reviews without confirming that the reviewer was a client or discussing any case details.
How is a lawyer SEO company different from a general SEO agency?
The technical work is similar. The difference is knowing which claims a firm cannot make, how practitioner profiles work on Google, and writing content a lawyer will approve without heavy rewrites.
Sources
- ABA Model Rule 7.1: Communications Concerning a Lawyer's Services
- ABA Model Rule 7.2: Specific Rules
- ABA Model Rule 7.3: Solicitation of Clients
- SRA Code of Conduct for Solicitors, RELs and RFLs
- SRA Transparency Rules
- Supreme Court of the Philippines: Code of Professional Responsibility and Accountability (A.M. No. 22-09-01-SC)
- Google: Guidelines for representing your business on Google
- Google: Maps user contributed content policy (incentivized reviews)
Get a scoped plan from BX
Tell us about your market, goals and current setup. We will come back with a scoped plan.