Advertising rules
Your marketing is regulated
ABA Model Rule 7.1 bars false or misleading statements about a lawyer's services, and each state sets its own version. Rules on past results and testimonials differ widely from state to state.
Law firms · United States and Canada
SEO for law firms
People looking for a lawyer search by legal problem and city, and more of them now ask AI first. We help your firm show up in both, with marketing written with your bar's advertising rules in mind.
Last updated
Why law firms need a different approach
Legal marketing has rules a restaurant or a retailer never has to think about.
Trust
Google expects more from legal content
Google says it gives extra weight to trustworthy content on topics that can affect someone's finances or safety. Accurate pages and real attorney bios matter here.
Practice areas
One strong page per problem
People search for a legal problem in a place, such as a DUI lawyer in Phoenix. We build a page for each practice area, then add city pages only where you're licensed and have something real to say.
Profiles
Google has rules for lawyers too
Google's guidelines say a firm's location needs its own Business Profile, separate from individual lawyers, and that one practitioner shouldn't have several profiles to cover different specializations.
What we won't do
We won't promise outcomes, publish reviews that aren't real, call you "the best" or a "specialist" without a basis your rules allow, or buy links. The ABA's comments warn that even a truthful statement can mislead if it creates unjustified expectations, so we write plainly.
We write for your jurisdiction, and you approve everything before it's published, because you're the one answerable to your bar. This page is general marketing information, not legal advice.
How it works
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Map your market
We list your practice areas and the places you can practice, then see who appears for those searches today.
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Fix the foundation
We correct your Business Profile and legal directory listings, improve your attorney bios, and add LegalService structured data.
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Build and report
We add location pages, set up a review process that fits your rules, and report on your progress every month.
What's included
Google Business Profile and Maps
- Google Business Profile set up and managed
- Work to rank in the map results (the Local Pack)
- Local search set up for people searching on their phones
Listings and reviews
- Listings on local directories and citation sites
- The same name, address and phone number everywhere
- Review requests and replies to reviews
Local content and links
- Local keyword targeting
- Pages for each location or service area
- Links from local organizations and media
Reporting
- Monthly local search report
Price
Local SEO costs $398/mo on a 12-month term, or $598/mo month-to-month (USD).
Prices in Canadian dollars are on the pricing page. Local SEO covers Google Maps, listings, reviews and location pages. Our SEO services add a dedicated writer and technical work, which suits a practice that publishes regularly.
Questions about SEO for law firms
How much does SEO cost for a law firm?
It depends on your practice area and city. Personal injury in a large metro area is one of the most competitive markets there is, while a smaller practice area in a smaller city takes far less. Our Local SEO plan is priced on this page.
How long does SEO take for a law firm?
There is no fixed timeline. As a planning rule, expect early movement in three to six months, and six to twelve months or more in competitive practice areas.
Do bar advertising rules apply to SEO?
Yes. Your website, directory profiles and blog posts are all communications about your services, so your jurisdiction's rules apply to them. Those rules differ between states, so check yours.
Can we publish case results and client reviews?
It depends on where you practice. Some states require a disclaimer on past results or testimonials, and others restrict them further. We can work with the rules that apply to you, and the decision stays with you.
Should each lawyer have a Google Business Profile?
A lawyer can have a profile if they work in a public-facing role and can be contacted at the location during stated hours. The firm should have its own profile for the location, and a lawyer shouldn't have several profiles for different specializations.
Which schema type should a law firm use?
Use LegalService. Schema.org has deprecated the older Attorney type in favor of it. Add your name, address, practice areas and links to your profiles, and keep them matching what the page shows.
Do you work with Canadian law firms?
Yes. We work with firms across the United States and Canada. Canadian lawyers follow their own law society's rules. Ontario, for example, requires marketing to be demonstrably true, accurate and verifiable.
Want to see who is winning your cases online?
Tell us your practice areas and where you practice, and we'll show you where to start.