SEO and content for law firms
The enquiry that pays your fee note is typed into a search box before anyone dials a number. This is the item that puts your firm at the top of that search, with pages a partner would sign, and keeps it there. Measured in rankings, organic traffic and organic enquiries.
A 30-minute video call. The audit document and the 90-day plan.
Directories rank. You do not
Type your practice area and your city and count how far down your firm appears. Above it: three directories charging for the lead you should have had, a comparison site and a national firm with no office within 300 kilometres. Not one of them knows the local court better than you do. They simply publish more often, and better, than a firm with a hearing on Thursday.
Content & SEO
Eight pieces a month
Articles and practice-area pages written for the search a client actually makes, drafted by us and signed off by a lawyer from the relevant area before publication.
One pillar page a quarter
The long, definitive page for the practice area you want to own: the one that answers the question end to end and that the other pieces link into.
Full technical SEO
Indexing, speed, internal linking, structured data for the firm and its practice areas, and the Google Business profile of every office.
Two trade links a month
Earned placements in legal and sector media. No link farms, no exchanges, nothing that would embarrass the firm if a client looked.
Continuous optimisation
Existing pages rewritten as rankings move. A page at position eleven is worth more work than a page that does not exist yet.
Ranking and enquiry report
One page a month: which searches you hold, which you have gained, and how many enquiries came in through them.
How it runs
- 01
01 · The file
We open the file: practice areas you want to grow, the ones you would rather not, territory, courts, average fee note and the enquiries you already turn away.
- 02
02 · The search map
Every search that ends in an instruction in your areas, sorted by commercial intent and by how far your firm currently sits from the first page.
- 03
03 · Publication
Eight pieces a month on a fixed calendar, each one through legal sign-off. Predictability beats bursts: search engines reward the firm that does not go quiet in August.
- 04
04 · Authority
Two trade links a month and the internal linking that pushes them towards the pillar page and the practice-area pages that convert.
- 05
05 · The monthly review
One page, one meeting. What moved, what did not, and what changes next month. No forty-slide decks.
What changes
Your firm appears for the searches that end in an instruction, not for your own name.
Enquiries arrive already knowing which practice area they need and roughly what it costs.
The site stops being a brochure and becomes the first item on the intake process.
You stop paying a directory for a lead your own page could have captured.
The library of published work compounds: last year’s pages still bring enquiries this year.
Who we work with
Personal injury and liability
The speciality of the house: the enquiry that is searched for once and decided in a day.
Family and succession
A long, private decision: the client reads for weeks before anyone calls.
Employment
Two clients in one practice: the dismissed employee and the company that needs a retainer.
Criminal defence
The most urgent enquiry there is, and the one where restraint matters most.
Commercial and tax
A long sale to a board: the retainer is decided months before anyone asks for a proposal.
Boutique firms
Two to fifteen lawyers, one speciality, and no marketing department to run it.
Questions
How long before rankings move?
For long-tail searches with clear intent, weeks. For the head term of a competitive practice area in a capital city, months. The 90-day plan in the audit sets out which is which so nobody is surprised in month two.
Who writes the articles?
We do, and a lawyer from the practice area signs them off before publication. Nothing is published under the firm’s name that a partner has not read.
Is any of it generated by a model?
We use models to research and to draft structure. The legal reasoning, the sign-off and the responsibility are human, because a page that gets the law wrong costs more than a page that never ranked.
Does this break advertising rules for lawyers?
No. We publish informative content, not promises of outcomes, and we keep clear of anything that would need a bar association to look twice. Any client detail is anonymised or carries express authorisation.
What happens to the content if we stop?
It stays. Site, content and data are in the firm’s name from day one. The fee note gets paid, the file stays.
Related services
Newsletter & CRM
A fortnightly newsletter, a segmented CRM and three automations that stop enquiries going cold.
Social
LinkedIn three times a week for the partner and the firm. Measured in enquiries, never in likes.
PR & Media
One article a month in the house media, one third-party appearance a quarter.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.