SEO and AI search for law firms

What clients ask before they call

These are the questions to answer on your own pages, in plain words, near the top. They're common examples; your calls, messages and reviews will add your own.

• "Do you offer a free consultation?"
• "Do you work on contingency, and what percentage?"
• "How long does a case like mine usually take?"
• "Are you licensed in my state?"
• "What should I bring to the first meeting?"
• "Do you handle cases like mine (for example a truck accident)?"

Write your answers with the free FAQ builder

What your website needs

1. 1

   One page per practice area and location

   Personal injury, family law and estate planning each need their own page, and each office its own location page. Mixed pages answer nothing well.

2. 2

   Attorney profiles that prove expertise

   Bar admissions by state, years in practice, education, and the kinds of matters each attorney handles. Link every article to its author.

3. 3

   How fees work, in plain words

   Contingency, hourly or flat fee, and what the first consultation costs. You don't need exact numbers to answer clearly.

4. 4

   Answers to the questions above

   Short, careful answers on the relevant practice page, with a clear note that it's general information, not legal advice.

5. 5

   Consistent details across directories

   Name, address and phone must match on your site, Google, Avvo, Justia and your state bar listing.

Business details for your page code

Use LegalService for the firm, one per office, with each office's own address and phone. Add the areas you serve. Replace everything in CAPITALS, keep every detail identical to what the page shows, then check it.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "name": "YOUR BUSINESS NAME",
  "url": "https://YOUR-SITE",
  "telephone": "+1 YOUR PHONE",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "YOUR STREET",
    "addressLocality": "YOUR CITY",
    "addressRegion": "YOUR STATE",
    "postalCode": "YOUR ZIP CODE",
    "addressCountry": "US"
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Monday",
        "Tuesday",
        "Wednesday",
        "Thursday",
        "Friday",
        "Saturday"
      ],
      "opens": "09:00",
      "closes": "19:00"
    }
  ],
  "sameAs": [
    "YOUR GOOGLE BUSINESS PROFILE LINK",
    "YOUR OTHER OFFICIAL PROFILE"
  ]
}
</script>

Common mistakes

• Calling the firm "the best" or promising outcomes, which can break advertising rules.
• Practice-area pages with no named attorney behind them.
• Blog posts copied or spun from other sites, which add nothing and can be flagged as low quality.

Questions

Background: SEO, AEO and GEO guides, and the glossary.

Other industries in United States: dentists, home service businesses, med spas, restaurants.