Law Firm SEO: How Firms Build Practice Pages That Earn the Search
Law firm SEO puts your firm in front of people searching for a lawyer for their exact problem, in your county. What decides whether it pays is depth: practice pages that answer the case, not a list of areas you handle. Ziwi's attorney SEO is $297, $597 or $997 a month per location, month to month.
What do firms that rank for their practice area actually publish?
Core practice pages at the 14 firms we studied on 2026-09-15 ran 2,474 to 5,064 words, with a median near 3,400. Most follow one order: what the case is, who is responsible, what can be recovered, the state deadlines, what to do next, how the fee works, then questions. Yours get written to that spine, and you approve every page before it goes live.
One Chattanooga injury firm carries 35 pages under car accidents alone, from rear-end crashes to evidence and appeals. A Raleigh family firm has 39 under divorce. Pick the practice that pays your bills and its sub-pages get built first, two a week on Local SEO at $597.
People type the question they are worried about: do I need a lawyer for a minor crash, what happens at arraignment, what does a trust cost. The firms we studied answer them in libraries of 5 to 105 pages, with FAQ markup. Your library grows from the calls your intake team already takes.
Ranking firms publish city or county pages at every size: 27 city folders at one Michigan firm, pages for small nearby towns at a Meridian, Idaho firm. For most firms, 3 to 8 pages of about 900 to 1,200 words each, with real courthouse and venue detail, is the right start.
All 14 firms we studied ship JSON-LD. Your pages get LegalService or Attorney markup, breadcrumbs, FAQ markup wherever questions appear and Person markup on each bio, so search engines and AI answers read your firm correctly.
The map settles most lawyer near me searches. Each office gets its own Google Business Profile, categories and practice list. Reviews and reputation is $197 a month per location: every client gets the same request, never rewarded, and replies never confirm the details of a matter.
Ziwi, a law firm SEO agency, or doing it in-house?
| LAW FIRM SEO AGENCIES | DIY MARKETING | ZIWI | |
|---|---|---|---|
| What it costs | Quoted after a call | Partner hours | Published: $297 to $997 |
| Commitment | Ask for the term length | None | Month to month |
| Practice page depth | Varies by writer | When you find the time | Built to the ranking spine |
| Compliance review | Ask who checks it | Your own read | Written to Rules 7.1 to 7.3 |
| Who owns the site | Ask before you sign | Yours | Yours from day one |
| Reporting | Rankings and traffic | Guesswork | Calls and forms by page |
Pricing is published: law firm SEO at $297, $597 or $997 a month per location and reviews at $197 a month per location, all month to month. See the local SEO pricing page. The whole bill, line by line, is on what a law firm pays for marketing.
PRACTICE PAGESLaw and professional builds from the library
Whitlock Reyes LLP, Marrable Law and Calder and Roche Injury Law are the law builds in the library. Every firm site starts at this level, then gets rebuilt around your practice areas, your lawyers and your state's advertising rules.
Frequently asked questions
How much does law firm SEO cost?
Ziwi's law firm SEO is $297, $597 or $997 a month per location, month to month. Firms in contested practice areas usually need the $997 rung, because link and digital-PR work, on top of two new pages or posts a week, decides how fast you move. WebFX's 2026 guide puts typical local SEO retainers at $501 to $3,000 a month, so ask any agency what the number buys.
How long does attorney SEO take?
Plan on 6 to 12 months for a contested practice area in a large metro, and 3 to 6 months for the map in a smaller market. New practice and FAQ pages usually get indexed within weeks. Personal injury in a big city is the slowest field, because every firm in town wants the same searches.
Is SEO worth it when Local Services Ads exist?
Yes, because the two price the same client differently. Legal Local Services Ads leads ran roughly $195 to $250 each in early 2026 (Pareto Legal), paid again for every lead. A practice page that ranks keeps answering without a per-lead fee, so most firms run both: ads for demand now, SEO as the asset.
Can our website mention case results and reviews?
Yes, within your state bar's rules, which build on ABA Model Rules 7.1 to 7.3. Any figure carries a line that prior results do not guarantee a similar outcome, nothing promises an outcome, and no lawyer is described with a certification they do not hold. You approve every page before it goes live.
Who ranks for law firm SEO today?
National brands: on 2026-09-03, 9 of the top 10 results for law firm seo were national companies or bodies, including Clio, LawPay, Consultwebs and the DC Bar. About 4,400 people a month search law firm seo and 3,600 search attorney seo (our September 2026 pull). Ziwi publishes the price and works month to month rather than quoting after a call.
Do you work with personal injury firms?
Yes, and it is where our legal work runs deepest. About 1,300 people a month search personal injury attorney seo (our September 2026 pull), and PI pages need the longest spine: liability, damages, the state deadline and a contingency fee line. See our marketing for personal injury firms page for the full plan.