SEO for law firms
SEO for law firms
that actually gets you cases.
Most law firm SEO sounds the same. Build links. Add keywords. Wait six months. Hope for the best. We do it differently. We start with what matters: getting you the right calls from the right people.
The state of legal SEO
Here’s the truth about law firm SEO right now.
You’ve probably been pitched by three or four SEO agencies already. They showed you charts. They talked about domain authority and backlink profiles. Maybe they promised page one rankings. Here’s what they didn’t tell you.
Google doesn’t work the way it used to.
AI is changing search. ChatGPT, Claude, Grok, and Google’s AI overviews are how people find answers now. If your SEO strategy ignores that, you’re already behind.
Rankings don’t pay your bills. Cases do.
We’ve seen firms rank #1 for a keyword and get zero quality calls. We’ve also seen firms rank #4 and sign six figures worth of cases. The difference is strategy.
Your site probably has bigger problems than keywords.
Slow load times, confusing navigation, weak calls to action. These kill conversions before SEO even matters. That’s why we don’t just do SEO. We fix the whole system.
Our services
What our law firm SEO actually does.
Six things working together, all built around one goal: more of the right calls coming through your door.
Site structure that makes sense
We rebuild your site architecture so Google and visitors can find what they need. Practice area pages that target real search intent. Local pages that capture neighborhood searches. Content that answers the questions people actually ask.
NEW
AEO: optimization for AI search
We’re not just optimizing for Google anymore. We make sure ChatGPT, Perplexity, and AI overviews mention your firm when someone asks for help. Structured data, clear answers, and content AI engines can pull from.
Technical SEO that works
Your site needs to load fast, work on mobile, and give Google clean signals. We handle the backend stuff: schema markup, Core Web Vitals, indexing, mobile optimization. The boring work other agencies skip.
Content that drives cases
Not blog posts about “10 Tips for Personal Injury Claims.” We create content that matches what your ideal clients are searching for. Location-specific. Practice-specific. Written to convert, not just rank.
Link building that lasts
We earn real links from relevant sources. Legal directories, local publications, industry sites. No spam. No PBNs. No sketchy shortcuts that get you penalized six months from now.
Ongoing strategy, not set-and-forget
SEO changes constantly. We stay on top of algorithm updates, track what’s working, and adjust. You get a partner who’s thinking about your growth, not just checking boxes on a report.
In their words
“I’ve been through a lot of other SEO firms, Scorpion and many others. John is by far the very best. ”
SUCCESS STORY
The difference
Why our law firm SEO is different.
Most SEO agencies all look alike. Same playbook, same reports, same outcomes. Here’s what changes when you work with us.
Other agencies
Account managers relay messages back and forth
Generic strategies for every law firm
Focus on rankings and traffic
Hand you off after setup
Stop pushing when challenges come up
Stick to traditional SEO only
Infocus Law Marketing
You talk directly to the people doing the work
Custom plans based on your practice and market
Focus on calls, cases, and revenue
Stay with you for years, not months
Find solutions and try new approaches
Adapt to AI search and what’s coming next
A familiar story
Sound familiar?
Eight months in
You’re a family law attorney in a mid-sized city. You’ve been paying an SEO company $2,500 a month for eight months. Rankings are up. Traffic has improved. On paper, that looks like real progress.
But no cases
When you ask why, they send a 30-page report full of graphs. They say it takes time. They say your competitors are tough.
The hidden truth
Not all traffic is the right traffic.
Wrong keywords
Maybe your blog is ranking for “celebrity divorces” or “the history of prenups.” Articles that pull visitors but don’t bring in a single case. Meanwhile you’re nowhere on the money keywords. “Child custody lawyer in [your city].” “Divorce attorney near me.” Those searches are where real clients start.
The conversion gap
And the prospects who do find you? Your site might not be built to convert them. Long intake forms. Slow pages. Unclear next steps.
That’s the difference
This is where most agencies stop. Rankings went up, traffic went up, job done. We don’t stop at traffic numbers. We chase the keywords that actually book consultations, and we fix the site so when those prospects land, they call.
Real client. Real growth.
What real growth looks like.
Hampton Roads to Lynchburg. Family law and criminal defense.
Wayne Holcomb
Founding attorney
Holcomb Law
“We’ve probably grown four or five times in the last four or five years.”
“Things began to change pretty much as soon as he walked in the door.”
★ Ben Glass Marketer of the Year ★
What partnership looks like
What you won’t get. What you will.
Some agencies hide behind reports and silence. Here’s a clearer picture of how we work.
What you won’t get.
Fluffy reports full of metrics you don’t need
Generic strategies that could fit any law firm
Pressure to sign a long contract or buy upsells
Hard to reach when it actually matters
What you will.
A strategy built for your practice, market, and goals
Direct communication, no account‑manager layers
Proactive problem‑solving when issues come up
A partner who cares about your long‑term success
SUCCESS STORY
In their words
“We’re reaching clients we definitely would not have been able to contact if it weren’t for John and his staff. Money well spent. Turns around and pays dividends pretty quickly.”
The long view
Why lawyers stay with us for years.
Most marketing agencies cycle through clients every 12 to 18 months. That’s how they are built.
Our clients stay for years. Some since 2015. Some send other attorneys our way.
Why? Because we don’t just execute tasks. We think ahead. We catch problems before they hurt you. We look out for you the way a real partner should.
And we actually pick up the phone.
The AI factor
AI is changing search for lawyers. Fast.
More people are asking ChatGPT for lawyer recommendations. Google’s AI overviews are answering questions directly, without sending users to websites. Voice search keeps growing.
The firms that adapt now will own their markets. The ones that wait will spend years catching up.
01
Structured data that feeds AI engines. Schema markup that tells ChatGPT and Perplexity exactly who you are and what you do.
02
Content formatted for AI answers. Clear, direct, source‑worthy. Written so AI engines can pull from it and cite you.
03
Schema markup that highlights expertise. Credentials, case results, and authority signals AI engines actually use.
In their words
“We have grown from a small personal injury practice into something much larger, with several cases in the six and seven‑figure range .”
“Within months, we started seeing real results, both organically and through paid ads. What they have done for me in such a short time is overwhelming.”
SUCCESS STORY
Let us talk
You know your firm.
We know what wins online.
We’ll look at your site, your market, and your goals. We’ll tell you what we see and whether we can help. No pressure. No sales pitch. Just a real conversation about your SEO.
This isn’t for everyone
Not looking for the cheapest retainer
We’re not the bargain option. We do real work for firms that want real growth.
Not chasing magic bullets or quick fixes
SEO that lasts takes a few months to land. We tell you the truth about timelines.
Ready to be a real partner
Our best clients show up to calls, share data, and treat this like a partnership.