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Home / Industries / Law firms / SEO content
SEO content for law firms
Quick summary: SEO content for law firms means practice-area pages, area pages, FAQs and rewrites, each built around one search a future client makes. AI helps with research and the first draft, a person edits and fact-checks it, and a lawyer at your firm approves it, because every page is attorney advertising. Content comes with the AEO | GEO bundle or the full stack and is not sold on its own.
Which page types does a law firm need?
| Page type | What it does | Law firm example |
|---|---|---|
| Service page | Targets a practice area or case type and asks for the consultation | "Chapter 7 bankruptcy": who qualifies, what it costs to file, what the first meeting covers |
| Area page | Covers a town or county the firm takes clients from | "Custody lawyer for Clinton County families": which courthouse hears the case and how far the office is |
| FAQ block | Short answers in the client's words, marked up with FAQ schema | "How long does probate take?" answered in the first sentence |
| Rewrite | Fixes a page that gets impressions and no calls | A "Practice areas" page split into one page per service |
Service pages run 800 to 1,000 words. Area pages are shorter. A rewrite keeps the URL and its history.
Which topics are worth a page?
These are page ideas with real demand. Volumes are monthly United States searches from Ahrefs Keywords Explorer. Your local share is a fraction of each, and a page for a narrower version, with your state in it, is easier to win.
| Page idea | Search it targets | About how many searches a month |
|---|---|---|
| What to do after a car accident, step by step | what to do after a car accident | 6,900 |
| Chapter 7 or Chapter 13: which fits | chapter 7 vs chapter 13 | 6,000 |
| How to file for divorce in your state | how to file for divorce | 5,900 |
| Will or trust: how to choose | will vs trust | 5,300 |
| What a divorce costs, and what drives the bill | how much does a divorce cost | 4,400 |
| How long probate takes in your county | how long does probate take | 2,600 |
| What a will costs | how much does a will cost | 2,300 |
| How long a divorce takes | how long does a divorce take | 1,800 |
| What a probate lawyer does | what does a probate lawyer do | 500 |
| How long an injury lawsuit takes | how long does a personal injury lawsuit take | 350 |
| What a DUI lawyer costs | how much does a dui lawyer cost | 350 |
Cost and timeline questions are the ones most firms skip, because the honest answer is "it depends". A page that says what it depends on, with the filing fee from the court's own schedule and the steps in order, is more useful than a page that avoids the question. It is also the kind of page AI tools quote, which is why content comes bundled with AEO | GEO for law firms.
What does the firm have to supply?
A draft written without the firm's input reads like every other firm's page. The fix is about 10 minutes of input per page:
- Matter types, not client facts. "We handle about as many custody modifications as new filings" is useful and reveals no one. Details of a real case stay out unless the client has agreed in writing.
- The questions clients ask on the first call. These become the FAQ block, in their wording.
- Local procedure. Which court, which filing office, whether a mediation session is required first.
- Credentials. Bar admissions, courts, years in practice, and any certification with the name of the certifying body.
- How fees work. Flat, hourly or contingency, and what a consultation costs.
- Photos. The office, the entrance, and a current headshot of each lawyer.
How is a page reviewed and approved?
- Topic. We propose the page from search demand and gaps on your site. You agree to it.
- Your input. The short list above.
- Draft. AI-assisted research and first draft.
- Edit and fact-check. A person checks every statute, deadline and fee against the state's own source and records where it came from.
- Lawyer approval. A lawyer at the firm reads the page as advertising and as law.
- Publish. The page goes live with a title tag, internal links and schema.
Step 5 is where the advertising and confidentiality rules are checked. We flag the usual problems before the page reaches you:
| Check | Rule behind it |
|---|---|
| No claim that cannot be supported, such as "best" or "most experienced" | ABA Model Rule 7.1 |
| Case results stated with context, not as a promise | ABA Model Rule 7.1 |
| "Certified specialist" claims only with an approved certifying organization, named on the page | ABA Model Rule 7.2(c) |
| Firm name and contact information on the page | ABA Model Rule 7.2(d) |
| No client name or case detail without consent | ABA Model Rule 1.6 |
| The office city or town stated, for Pennsylvania firms | Pennsylvania Rule 7.2 |
We are not lawyers and this is not legal advice. Your state's rules control, and the approving lawyer has the last word. Nothing publishes without that sign-off.
What gets a law firm page ignored?
- Town-swapped pages. "Car accident lawyer in" followed by 30 town names, with the same text under each. Google treats near-identical pages as one and ignores the rest.
- Thin practice-area pages. Two paragraphs and a phone number give Google nothing to rank.
- Unsupported claims. "Aggressive representation" and "proven results" say nothing a reader can check, and they invite a Rule 7.1 problem.
- Law with no source or date. A deadline stated without the statute, on a page last touched years ago, is a risk to the reader and to the firm.
- National answers to state questions. Divorce, probate and DUI rules differ by state. A page that answers for no state in particular loses to one that names yours.
The service area page template has an outline and a pre-publish checklist you can use on your own pages.
How is content sold?
Content is not sold as a standalone package. It comes three ways:
- With the AEO | GEO bundle: two content pieces a month, alongside the Local SEO program and GBP management.
- With the full agency stack: a higher volume, set in the plan.
- Case by case: once a strategy is in place and a specific page is needed.
You own every page. Rates are on the packages page, and the general process is on our SEO content page. For how pages fit with the rest of the site, see SEO for law firms. For the map, see local SEO for law firms. The overview is at digital marketing for law firms.
Common questions about SEO content for law firms
Do you use AI to write law firm content?
Yes, for research and first drafts. A person edits and fact-checks every page, and a lawyer at the firm approves it before it goes live.
Who checks that the law on the page is right?
Our editor checks each statute, deadline and fee against the state's own published source. The approving lawyer at your firm makes the final call on legal accuracy.
How many pages does a law firm need?
One page per practice area and one per case type you want cases from, plus a bio for each lawyer. Area pages come after those. The AEO | GEO bundle adds two pieces a month.
How long does a new page take to work?
SEO content takes 3 to 6 months for steady gains. A page that already ranks on page two often gains more from a rewrite than a new page would.
Can we publish case results and client testimonials?
Often yes, with care. Results need enough context that they do not mislead, client details need the client's consent, and some states add their own disclaimers. Your approving lawyer decides.
Can you write in Spanish?
Yes. Spanish pages are written for the way Spanish speakers search, not machine-translated from the English page.
See which pages your firm is missing
Request a meeting. It includes a free map grid audit, and we look at which of your pages rank and which do not.