Law Firm SEO
Most legal SEO chases "lawyer near me." Your next client is searching for something far more specific, from their phone, at eleven at night. We build law firm SEO around those exact searches, with a real page for every practice area you serve.
Practice area
These are the searches. Is your firm on the first page for any of them?
The last time
Most firms we talk to have paid for law firm SEO at least once already, and it usually went one of two ways.
The agency treated the firm like any other local business. Same page template, same blog topics, same monthly report full of impressions and nothing about signed cases.
Or they moved fast and made your compliance person nervous with copy that promised outcomes, a testimonial that should not have been published, or language that would not survive a bar review.
Both failures come from the same gap. The agency understood search, but they didn't understand law.
The problem underneath
The pipeline runs on referrals, which arrive when they arrive and dry up without warning. The obvious alternative is bidding against firms with far deeper pockets, on clicks that can run past forty dollars each.
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Search your own practice area and city and you'll likely find Avvo, Justia and FindLaw sitting above your firm. They outrank you on your own name, then sell you a premium listing so you can appear inside the result they took.
It works because they have a page built for that exact search and you probably don't. That's fixable, and it's where the work below starts.
Why legal search is different
A law firm is not one business, but rather three or four businesses sharing a letterhead. Each one has a completely different search pattern.
Urgent · Mobile · Comparison
High volume, high competition, and decided in minutes. Someone searches, calls three firms, and retains whoever answers first. Your page has to load fast and put the phone number where a thumb can reach it.
Extended · Private · Repeat visits
Someone researches for weeks before they contact anybody, often on and off across several months. Your page has to earn trust over repeat visits and answer process questions without any pressure to book.
Dormant · Then sudden
This one barely looks like search behavior at all. People put it off for years, then act in a single afternoon once something happens. Your page has to rank for the trigger event, not for the service name.
Urgent · After hours · One chance
Searches spike at night and on weekends, right after an arrest. The person searching is scared and moving fast. Your page has to answer what happens next and make contacting you feel safe, not like an admission.
Cautious · Researched · Discreet
People search from a phone they don't fully trust, unsure whether they even have a case. Your page has to explain their rights in plain language and lower the stakes of that first, hesitant consultation request.
High stakes · Family-driven
Often a family member is searching on someone else's behalf, sometimes in a second language. Your page has to be clear enough to be relayed across a kitchen table, and specific about timelines, costs, and documents.
One services page can't rank for all of it, and neither can one blog. The firms winning local legal search have a real page for every practice area, in every location they actually serve, and they keep those pages current.
That's most of the work in law firm SEO, and it means writing the way a person describes their situation rather than a lawyer describing a practice. Unglamorous, and almost nobody does it properly.
The engagement
There's no mystery here, and no proprietary method with a trademark stuck on the end of it. Here's what we'd actually be doing together.
We start with how your site is built, which means one real page per practice area per location, plus the technical work that lets Google crawl all of it properly. Most firms are already losing here before anything else gets attempted.
Your Google Business Profile quietly does more work than your homepage does. We handle categories, service areas, and a review system your front desk can actually keep up with. This is usually the first thing that visibly moves.
Pages that answer what people ask before they call, plus citations on the legal directories that currently outrank you. If Justia is going to sit on page one anyway, your listing there should at least be working properly.
Rankings without intake is spend with nothing to show for it. We look at call tracking, form response times, and what actually happens to an inquiry that lands at nine on a Saturday evening when nobody is at the desk.
That last one is where most agencies stop, because strictly speaking it isn't their job. It's also the most common reason legal marketing underperforms, since you can rank first and still lose the client to whoever picks up the phone.
Law firm SEO is where we usually start, because the intent is strongest there. It isn't always the right first move though, and if you need cases before the organic side compounds we'll say so and run paid search alongside it.
Compliance
Attorney advertising is regulated, the rules change, and they're different in every state. Compliance is the part of legal SEO that generalist agencies get wrong, usually because they've never had to think about it.
For instance, ABA Model Rule 7.1 prohibits false or misleading communications about a lawyer's services, and most states build their own rules on top of it. New York asks for an "Attorney Advertising" label and a disclaimer where results are mentioned. Florida and Texas run stricter regimes than most.
We'd rather write to those constraints from the start than hand your compliance reviewer something to untangle after the fact.
To be clear, we're not your compliance advisor and we won't tell you what your state bar allows. That call is yours to make. What we can do is hand your reviewer something that needs very little fixing, and never invent a result to fill a gap on a page.
We will not write
We will write
The starting point
Between us, we've spent twenty-three combined years working with clients, more than a hundred of them since 2014. Lunova itself is young though, so we don't have the agency case studies yet, and we're not going to borrow anybody else's.
So here's what we'll do instead. Every law firm SEO engagement we take on starts here, and we'll show you exactly where your firm stands right now, at no cost, with nothing to sign. The Growth Audit is ten checks against your firm's real search presence, and the findings are yours either way.
You'll get it without sitting through a sales call. If you'd like to talk the findings through afterwards, we're happy to. If not, it's yours to keep.
Fit
Being straight about this saves everybody time, so here it is.
You're a solo attorney with no budget yet. Spend three hours getting your Google Business Profile right and asking happy clients for reviews. That's most of the available gain at your size, and you don't need us for it.
You need cases this month. Search compounds over quarters, so we'd start you on paid search instead, which we also run. It's far faster to switch on, and it buys you time while the organic side builds underneath it.
You want a national brand campaign. That's a different kind of agency and a very different budget. We work on local and regional intent, where a defined service area is the advantage rather than a limitation.
You want guaranteed rankings. Nobody can promise those, and any agency willing to put a number in a contract is telling you something useful about themselves. We'll give you a forecast and the reasoning behind it.
When we are the right choice
Cases are still coming in, mostly through referrals and the occasional returning client, and nobody has ever looked at your law firm SEO properly. Which means the moment a partner stops going to events and making calls, the pipeline quietly stops with them.
Meanwhile you have three or four practice areas and only one of them shows up in search. Somebody else in your city is taking the cases that should be reaching you, and there's no straightforward way to find out who they are or what they're doing differently.
That's the situation this page is built for. A defined service area, more than one practice area, and a firm that would like the phone to ring on its own rather than because somebody spent their evening working the room.
Coverage
Three packages, described by where your firm actually is rather than by what the tier is called. Starting prices are below, and the exact mix comes out of the audit, since what a single-attorney family practice needs and what a multi-partner PI firm in a major metro needs are not the same engagement. Full details live on our packages page.
Just getting started with real marketing
Starting at$2,200/ month
For firms with a site that works but isn't being found. Foundation, local presence, and enough content to start building ground.
4–6 organic content assets monthly
Ready for a consistent lead system
Starting at$4,500/ month
For firms that want a pipeline no longer resting on referrals. Adds the ongoing work that compounds month over month.
8–10 organic content assets monthly
Everything in Essentials, plus
A full marketing function without hiring
Starting at$7,500/ month
For firms that would otherwise be recruiting a marketing director. Adds every channel outside search under the same retainer.
12–16 organic content assets monthly
Everything above, plus
Reporting
Rankings and impressions included, same as anyone. Plus calls, consultations booked, and what each one cost you.
Ad spend
Sits outside the retainer in every case. We'll tell you what we think it should be, and it goes straight to the platform.
No lock-in
We suggest three months so the work can compound. That's advice, not a clause. Leave whenever it stops earning its keep.
Want more than search? Our law firm marketing work brings paid, email and conversion under the same retainer.
See how that worksQuestions
Local visibility, meaning your Google Business Profile and map pack position, often shifts within four to eight weeks. Competitive practice area rankings take longer, usually two to three quarters depending on your market and what's already in place. If you need something faster than that, paid search is the honest answer, and we'll say so.
That's exactly the argument for it. Paid clicks in competitive PI markets run high enough that the cost never stops, whereas an organic page that ranks keeps working after you stop paying for it. Most firms end up running both, using paid to cover the practice areas where organic hasn't landed yet.
We write to those constraints so there's less for your reviewer to correct, and we won't invent results or publish a testimonial you haven't cleared. Your firm still makes the final call. Rules vary by state, they change, and we're not licensed to advise on them.
We work across personal injury, family, criminal defense, estate planning, employment and immigration. The search behavior differs quite a lot between them, which is exactly why they need separate pages rather than one shared services page.
No, and anybody who does is either guessing or telling you something useful about how they operate. Rankings depend on competitors we don't control and an algorithm nobody outside Google fully sees. We'll give you a forecast, the reasoning behind it, and honest reporting either way.
There's no lock-in period and no minimum term. We do recommend staying at least three months, because the first month is largely foundation work that hasn't surfaced in rankings yet, and leaving before it compounds means paying for the setup without seeing the return. That's advice rather than a clause. If a month passes and you don't think we earned it, you can cancel.
The same two people you speak with. We're a boutique agency, so there's no account manager layer sitting between you and the work itself. If that ever changes, you'll hear it from us before it does.
Scoped from the audit. A single-attorney family practice in a small market and a multi-partner firm in a major metro are up against completely different competition, so quoting a number before looking at yours would be guesswork.
Keep reading
Worth reading before you hire anybody, including us. These go deeper on the pieces above and on what to ask a provider before you commit.
The next step
Most firms have never had a straight answer about their own search visibility. We'll give you one in a few days, free, including which firms are taking the searches that should be yours.
This page is for general informational purposes only and is not legal advice. Attorney advertising rules vary by state and change over time. Lunova Growth does not guarantee specific rankings, case volume, or legal outcomes. Prior results do not guarantee a similar outcome. Law firms are responsible for ensuring their own marketing complies with the rules of professional conduct in their jurisdiction.
