7 to 184 clicks a month, and 374 calls in 6 months
Brand new site, zero paid ads. 1.57K clicks and 115K impressions over 16 months, and 374 calls from Google Search and Maps in the first half of 2026 alone, from people who needed a plumber now.
For law firms and solo attorneys
Law Firm SEO Services
More consultation requests from Google, inside the bar rules.
Law firm SEO services get your firm into the Google map pack, organic results and AI answers when someone in your area searches for a lawyer in your practice area. I build practice area pages, fix your Google Business Profile, earn local links and track the consultations that come from search, inside your bar's advertising rules.
5.0 on Upwork from 54 reviews- 744 organic calls in 6 months, no ads
- Freelancing since 2017
- AI SEO included
SEO for Law Firms, One Practice Area at a Time
People rarely search for "a lawyer", they search for the problem: a divorce, a DUI, a denied claim, a will. I build your firm's search presence around those problems and your city, using the same local business SEO I use for every client, with copy your ethics rules can live with.
Personal injury / Family law / Criminal defense / Estate planning / Immigration / Employment law
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Google Business Profile for Each Office
The right category for your main practice area, a verified profile per real office, honest hours and a number intake answers. This is the core of getting into the Google Maps pack in your city.
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Practice Area Pages That Answer Real Questions
One page per practice area and per main city, written around what people ask before they call: what it costs, how long it takes, what happens at the first consultation.
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Copy That Respects Bar Advertising Rules
No promised outcomes, no "specialist" claims unless you hold a recognized certification, and the disclaimers your state asks for. You or your ethics counsel approve every page before it goes live.
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Legal Directories and Local Links
Matching details on Avvo, Justia, FindLaw, Martindale-Hubbell and your bar association directory, plus links from local organizations, sponsorships and community work you already do.
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AI SEO for Legal Questions
People now ask ChatGPT and Google AI Overviews which lawyer to call. Clear answers, consistent firm details and schema help you get named, as part of my getting cited in AI answers.
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Law Firm SEO Reporting by Practice Area
Rankings, calls and intake forms split by practice area, so you can see which work search is actually bringing in.
Family, criminal and estate firms
SEO for Family, Criminal Defense and Estate Firms
Divorce, DUI and estate planning clients search differently: some need help tonight, others compare firms for weeks. Each practice area gets its own pages, questions and review strategy, so the right client finds the right page. Injury cases are the most competitive of all, so they need deeper pages and stronger links.
Book an Intro Call
A page and a plan per practice area.
REAL CLIENTS, REAL NUMBERS
Law Firm SEO Results
No law firm case study yet, so here are four local businesses whose rankings I built, including an electrician and a plumber with 744 calls in six months between them. The intake is different, but the local ranking work is the same.
0 to 194 clicks a month from a standing start, 370 calls in 6 months
Launched with nothing, no clicks, no impressions. 2.09K clicks and 86K impressions over 16 months, and 370 calls from Google Search and Maps in the first half of 2026. No ad spend.
From rank 90 to top 3 on the keywords that win same-day jobs
Urgent service where whoever ranks first takes the call. Tracked in SerpFox: one term from ~90 to top 3, another from 26 to 2nd, a third from the 50s to 2nd.
9 to 90 clicks a month, page 1 for her main searches
My first ever SEO project, my mom's salon. Grew to 1.19K clicks and 48K impressions, reaching positions 1-2 on Google for the searches that bring in clients.
Why the Map Pack Matters for Law Firms
Someone hurt in a crash or facing a charge searches on a phone and calls one of the three firms on the map, often before reading a single website. Your profile has to show the right practice area, a number that intake actually answers and reviews written in plain language by real clients.
- Urgent legal searches are called straight from the map
- Each office needs its own verified profile and category
- Review replies must never confirm client details
What an SEO Company for Lawyers Should Report
A law firm report should split rankings and inquiries by practice area, because a family law call and a criminal defense call are not worth the same. It should also tie search to intake, so you know which pages bring consultations and which only bring traffic.
VASCOSEO Freelancer
Monthly SEO Report
Law firm, month 6Example report
Money keyword rankings
| Keyword | Map pack | Organic |
|---|---|---|
| divorce lawyer near me | #9 to #3 | #22 to #8 |
| criminal defense attorney | #17 to #6 | #41 to #15 |
| estate planning attorney | #14 to #5 | #38 to #12 |
Calls and consultations
34Consultation calls and forms from Google this month
8Retained clients traced back to search
What was done this month
- Links built to practice area pages
- Rankings tracked daily
- Office profiles and directories kept accurate
- Fixes made when a ranking slips
Example layout with illustrative numbers. There is no law firm case study yet, so nothing in this report is client data.
Law Firm SEO Agency or a Freelancer?
Many legal marketing agencies sell long contracts and hand your firm to an account manager who has never read a bar rule. With me, the person writing your practice area pages is the one on the call, and you can leave with 30 days' notice if it is not working.
Working with me
One specialist, start to finish
- Who does the workMe, every task
- ContractMonth to month
- ReportingMoney keyword rankings and calls
- What you ownEverything I build
Typical agency
Sales team, account managers, juniors
- Who does the workA junior or an outsourced team
- ContractOften 6 to 12 months
- ReportingTraffic charts
- What you ownSometimes the agency keeps it
Law Firm SEO Process
Three steps, starting with the practice areas that bring the most valuable cases.
Step 1
Audit & Strategy
I start by ranking your practice areas by value and capacity: which cases you want more of, which ones you turn away, and where your intake team has room. Then I check where you show up across your city for each one and who holds the map pack, and you get a plan built around the cases you want.
Step 2
Technical & On-Page SEO
Next I fix what quietly costs you consultations: an office profile in the wrong category, a phone line nobody answers after five, practice area pages that read like a brochure and copy that promises more than the bar allows. Each money practice area gets a page that answers the questions a worried person has before calling.
Step 3
Content & Links
Then I keep building authority: legal directory profiles that match, links from local organizations, and a steady flow of reviews requested the way your rules allow. Your monthly report shows rankings and inquiries by practice area, so you can see which work search is bringing in.
How I Work
A few simple rules, so you know exactly what to expect. They keep the work on results, not meetings.
Calls when they matter
A short intro call, then a second call where I walk you through your audit and plan. After that, things stay simple over email, and I reply within a day.
One report a month
One clear report on the same date every month: your money keyword rankings, the calls they bring and the links I built.
Onboarding comes first
Work starts once I have access to your Google Business Profile and main listings. It takes about 20 minutes.
SEO-first rebuilds, no fluff
If your site holds you back, I rebuild it once around the services you want to rank for. One review round, no endless redesigns.
Month to month
A simple agreement, not a 12-month contract. Cancel anytime with 30 days notice, because it has to work for both of us.
You own everything
Your website, content, profiles and accounts stay in your name. If we ever stop working together, you keep all of it.
If that sounds like how you like to work, send me your site. Book an Intro Call
SEO Company for Lawyers Pricing
Plans start at $2,000 a month, month to month. A solo attorney with one or two practice areas in a mid-sized city usually fits Starter, while a multi-office firm in a large metro usually needs Growth or Scale. For a full breakdown, see my local SEO pricing.
Starter
$2,000/month
One location in a normal market.
- Setup in months 1 to 3: technical fixes and on-page
- A page for each of your main services
- Google Business Profile and core citations set up
- Links to your money pages every month
- Rankings tracked daily
- Monthly report: rankings for your money keywords, plus leads, calls or sales
- Month to month, cancel with 30 days notice
For competitive markets
Growth
$3,500/month
For businesses competing in busier local markets.
- Everything in Starter
- Service area pages built during setup
- More links every month, from stronger sites
- Full AI SEO: Google AI Overviews, ChatGPT, Claude, Perplexity
- Fixes when a ranking slips
- Monthly report: rankings for your money keywords, plus leads, calls or sales
- Month to month, cancel with 30 days notice
Scale
from $5,000/month
Several locations or franchise networks.
- Everything in Growth
- Multi-location pages and profiles
- Link volume built around your markets
- Priced after the audit
- Monthly report: rankings for your money keywords, plus leads, calls or sales
- Month to month, cancel with 30 days notice
Need a new website? SEO-first rebuilds are a one-time setup fee, quoted on your roadmap call.
Will SEO Pay for Itself for Your Law Firm?
One signed matter can be worth more than a year of SEO, and happy clients come back for the next legal problem and send their friends. Put in your numbers to see how many extra consultation requests a month cover the plan.
1. Your numbers
$
What one client is worth to your firm over time: the first matter plus repeat work and referrals.
Not sure? Work it out
Fill in both and your LTV updates above.
What you keep from each sale after the costs of delivering it (labor, materials, product or service costs). Leave at 100% to judge on revenue.
Out of 10 inquiries (calls, intake forms, chats), how many become signed clients?
Nobody can promise an exact number, and legal keyword tools often miss how people really search. Try a few. I will give you a realistic range for your practice areas and city on the intro call.
Plan
2. What it is worth
0Extra inquiries / month to break even
That is all it takes for SEO to pay for itself. Could Google bring you that many more a month?
If SEO brings 0 leads a month
0% return on the plan
- Signed clients / month0
- Revenue / month$0
Want a second opinion? I will check these numbers with you on the intro call, honestly.
An estimate from your own numbers, not a promise of results. SEO usually takes 4 to 12 months to build up.
SEO for Lawyers FAQ
The questions attorneys ask before letting anyone write for their firm.
How much does SEO for a law firm cost?
Most SEO services cost from $1,500 to $10,000+ a month, and legal markets sit at the higher end because the searches are so competitive. My plans start at $2,000 a month, month to month, and the exact plan depends on your practice areas and city.
How long does it take for a law firm to rank?
Map pack movement often shows in 2 to 4 months and organic rankings in 4 to 6 months or more. Personal injury in a big metro takes longer, while estate planning or a smaller town can move faster.
Will the content follow my state bar's advertising rules?
That is the plan from day one. I avoid outcome promises, "specialist" or "expert" claims you cannot back with a certification, and testimonials that break your state's rules. You or your ethics counsel approve every page, because the final call on compliance is yours.
Can you guarantee my firm a top ranking?
No, and you should be careful with anyone who does. Nobody controls Google. What I can promise is the work, a clear monthly report and honest advice about what your market will take.
What if my firm handles personal injury cases?
Injury cases are the most competitive local legal market, so they get deeper pages and stronger links through my SEO for personal injury lawyers. I also work with accountants, often your best referral partners for business and estate clients, through accountant SEO services.
Is SEO better than paying for legal leads or directories?
Paid leads are often shared with other firms and stop when you stop paying. SEO takes longer to build, but the inquiries come to you alone. Many firms keep a directory profile or two while SEO grows, then cut back on paid leads.
Free Google Maps Checklist for Law Firms
Not ready to hire anyone yet? Use it to check the profile details that decide which firm a new client calls first, from your category to how you reply to reviews.
It downloads right away and lands in your inbox too. No newsletter.
Work With Me
I take on a small number of clients at a time. If you're serious about SEO, let's talk.
Fill out the form and I'll get back to you shortly.
Or contact me directly via email at hello@vascoseofreelancer.com