60%
Family law: relevant search traffic up 60%, producing five new retainers per month at fifty dollars and ninety-three cents per potential client, with thirteen percent of ad traffic converting to potential clients.
SEO Consulting · Law Firms
Law firm SEO consultant. Measured in signed cases.
Legal SEO is its own discipline. The searches are local, the stakes are high, the competition outspends almost every other industry, and the client picks a firm in one evening of searching. Getting it right produces cases at a cost that makes every partner meeting easier. Getting it wrong produces a monthly invoice and a traffic report. After seventeen years, including running marketing inside law firms, I know the difference from both sides of the table.
01The discipline
Why law firm SEO is different.
It's local first. Your clients search "divorce attorney near me" and "criminal defense lawyer Tampa," not abstract topics. That makes your Google Business Profile, your reviews, and your local authority signals as important as your website, and it makes unnecessary GBP changes one of the most common ways vendors quietly damage firms.
It's practice-area authority, not blog volume. Google rewards firms that demonstrate deep expertise in specific practice areas. Ten thin posts about "what to do after an accident" lose to one authoritative practice-area page built on real experience. Most legal content vendors produce the former because it's cheap to scale.
The searcher decides fast and once. A person searching for a lawyer is in a moment of need, comparing three or four firms in a single sitting. Rankings get you into that comparison; trust signals and intake speed win it. SEO that ignores conversion and intake is half a strategy.
AI search is already reshaping it. When someone asks ChatGPT for a lawyer recommendation, the answer comes from reviews, community signals, and citation-worthy authority, not from whoever bought the most links. Firms building those signals now are compounding a lead their competitors will struggle to close.
02Experience
I've read these reports from your side of the table.
I spent years as an in-house head of marketing at law firms. I've sat in the partner meeting where the SEO vendor presents impressions and rankings, and watched attorneys who bill six hundred dollars an hour try to figure out whether any of it produced a case. I've inherited damaged accounts from aggressive vendors. I've seen good campaigns produce leads that died because intake took three hours to call back.
That's the perspective I bring as your consultant: not a vendor defending their own work, but an advisor who has carried the budget, answered to the partners, and knows exactly which questions your current provider hopes you won't ask.
03The work
What an engagement covers.
The law firm SEO audit. Your rankings, your Google Business Profile health, your practice-area authority, your review position versus competitors, your site's conversion path, and your AI search visibility. Delivered as a prioritized plan, not a tool export.
Strategy by practice area. The keywords, pages, and authority signals that matter for the cases you actually want, contested matters, high-value cases, not the price-shoppers who consume intake time.
Vendor oversight. If you have an SEO provider, I evaluate the work quarterly and tell you what's real. If you need one, I help you choose and structure the engagement so you're protected.
AI visibility strategy. The review velocity, community presence, and citation-worthy content plan that gets your firm named when clients ask AI assistants for a recommendation.
Intake alignment. Because the fastest way to waste an SEO budget is a lead that waits three hours for a callback. If intake leaks, we flag it before scaling traffic.
04Results
The numbers, from real firms.
325%
Personal injury: search traffic up 325%, cases signed up ninety-one percent, average case value up one hundred sixty-two percent.
95%
Criminal defense: search traffic up 95%, website authority up one hundred fourteen percent, fifteen new retainers per month, and a new Spanish-speaking client segment.
FAQ
Frequently asked questions.
- We already have an SEO company. Why would we need a consultant?
- For the same reason you'd want an inspector when buying a building. Your vendor reports on their own work. I read those reports for you, tell you what's real, what's filler, and what to demand next quarter. Firms usually find the consulting fee pays for itself in the first vendor conversation.
- How much should a law firm spend on SEO?
- It depends on your market, your practice areas, and your competition, and any answer that doesn't start there is a sales pitch. What I can tell you: sequencing beats spending. A firm investing five thousand a month in the right order beats one spending fifteen thousand on the wrong things. The audit tells us your right order.
- Can you help us show up in ChatGPT and AI search results?
- Yes, and this is where the next few years get decided. AI answers draw on reviews, community signals, and genuinely authoritative content. There's no trick to buy; there's a signal-building strategy to execute, and firms starting now are compounding an advantage.
- Do you work with firms outside Florida?
- Yes. The practice is national. Local SEO strategy is local to your market, not to mine.
Find out what your search presence is actually producing.
One thirty-minute call. Bring your latest vendor report if you have one; I'll tell you what it really says. If you don't have one, even better, we'll start with where your firm stands and what the first ninety days should focus on.