SEO for Law Firms That Want More of the Right Clients
People looking for a lawyer search Google first, and most only look at the firms they find on the first page. SEO for law firms makes sure your firm is one of them, for each area of law you want more work in.
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Most People Choose a Lawyer From the First Page of Google
Someone who needs a lawyer is usually dealing with something stressful, such as a separation, a criminal charge, a property purchase or the loss of someone close. They search for help with that exact problem, compare a few firms and contact the one that seems to understand their situation.
If your firm is not on that first page, you never get the chance to be compared. Referrals still matter, but even a referred client will usually look your firm up before they call, and a website that is hard to find or says very little sends them back to the search results.
SEO for law firms is one part of our wider SEO services in Penrith. It gives each area of law its own place in Google, so the person searching for a family lawyer, a criminal lawyer or a conveyancer lands on a page written for them.
What SEO Built Into a Website Did for Sapphire Legal
Sapphire Legal is a law firm in Hornsby covering family law, conveyancing, and wills and estates. When we rebuilt its website in December 2024, we gave every area of law its own page, wrote each one for clients on Sydney’s Upper North Shore and set up the site so Google could understand exactly what the firm does. Since then, the website has had no ongoing SEO campaign, only our care plan.
More Enquiries in a Year
The website brought in 99 enquiries from January to September 2026, compared with 40 over the same months in 2025, from a site that replaced an old Wix website bringing in a few a month.
Wills and Estates Enquiries
Wills and estates enquiries went from 9 to 38, and conveyancing enquiries went from 3 to 18. Both areas had their own pages for the first time, and both now bring in steady work alongside family law.
More Visits From Google
Visits from Google search are up 23% year on year, and enquiries grew much faster than visits, so more of the people who find the firm are choosing to get in touch.
“Jordan and Simone have been an absolute pleasure to work with: professional, incredibly responsive and genuinely invested in ensuring my website reflects my firm.”
Principal Solicitor, Sapphire Legal
Those results came from the foundations alone. Ongoing SEO builds on the same foundations month after month, so your firm can go after the more competitive searches in your area and keep growing the practice areas you want more of.
What Our SEO for Law Firms Includes
A Page for Every Area of Law
Each practice area, and the main matter types within it, gets its own page written for the client who searches for it. Someone searching for help with a property settlement should land on a page about property settlements, not a general family law page.
Local Search for Your Suburb and Region
Most people want a lawyer they can meet in person, so they search for their suburb or nearby town. We make sure your website and Google Business Profile tell Google exactly where you practise and which areas you serve.
A Google Business Profile That Brings In Calls
Many clients choose a firm straight from the map results. We keep your profile accurate and active, list each area of law with a clear description and help you collect more reviews from happy clients.
Articles That Answer Clients' Questions
People ask the same questions before they ever call a lawyer, such as how long a divorce takes or what a conveyancer does. We turn those questions into clear articles that bring in new visitors and show them your firm knows its work.
Pages That AI Assistants Can Understand
More people now ask ChatGPT or Google’s AI answers to recommend a lawyer. We structure your pages so they clearly explain who you help and where, which makes your firm easier to recommend.
Content You Approve Before It Goes Live
You know your obligations better than anyone, so we draft every page and article in plain English and send it to you to check. Nothing is published under your firm’s name until you are happy with it.
SEO for Family Lawyers
People going through a separation rarely search for “family lawyer” alone. They search for the part of it that is worrying them most, such as parenting arrangements, a property settlement or how to start a divorce, and they want a firm that feels calm and safe.
We give each of those matter types its own page, written in a supportive tone for the person reading it, and link them together so Google sees the depth of your family law work. Sapphire Legal’s family law section has separate pages for divorce and separation, children, property and spousal maintenance, and family law enquiries grew by more than half in a year.
Family law searches are some of the most competitive in law, especially with a suburb attached. Ongoing SEO is how you build the pages, reviews and local signals to compete for them over time. We have built family law websites for Sapphire Legal in Hornsby, Speirs Family & Criminal Law in Penrith and Rachel Bird & Co in Canberra.
SEO for Criminal Lawyers
Someone searching for a criminal lawyer usually needs help quickly, often on their phone and often after hours. They want to know straight away that you handle their kind of matter and how to reach you.
We build a page for each type of matter you take on, such as drink driving, apprehended violence orders, assault or traffic offences, and make the enquiry form easy to fill in on a phone. Clear, specific pages also help Google match your firm to the exact charge someone is searching about, and to the local court they are facing.
We have built criminal law websites for Speirs Family & Criminal Law in Penrith and Rachel Bird & Co in Canberra.
SEO for Wills and Estates Lawyers
Wills and estates clients are often planning ahead, or dealing with the loss of someone close. They search for a specific service, such as a will, a power of attorney, probate or contesting a will, and they want plain answers before they commit to an appointment.
This is one of the best areas for helpful articles, because people research for weeks before they act. A page for each service, supported by articles that answer common questions, brings those people to your firm while they are still deciding. At Sapphire Legal, wills and estates enquiries went from 9 to 38 once the area had its own pages.
SEO for Conveyancers and Property Lawyers
Buyers and sellers usually search close to a deadline, such as an exchange date or a contract to review, and they often choose the first firm that gives them a clear answer and a quick quote. Many search for a conveyancer near them or in the suburb they are buying in.
We make your conveyancing pages fast and clear, with a simple quote or enquiry form, and set up your Google Business Profile so you show in the map results for the areas you cover. At Sapphire Legal, conveyancing enquiries went from 3 to 18 in a year. We also built the website for Yassa Legal, a Penrith property law firm.
The same approach works for workers compensation, employment, commercial and other areas of law, because clients in every area search for help with their specific problem.
Some of the Law Firms We Work With
Speirs Family & Criminal Law
Penrith
Rachel Bird & Co
Canberra
Yassa Legal
Penrith
These are a few of the law firms whose websites we have designed and built, each with the SEO set up as part of the build. You can see the before and after for several of them on our law firm website design page.
SEO That Follows the Advertising Rules
Your website and every article on it count as advertising, so they have to meet the same conduct rules as the rest of your firm’s marketing. A lot of SEO content is written to rank first and checked second, which is how firms end up with wording they would never have approved.
Under the Australian Solicitors’ Conduct Rules, your advertising must not be false, misleading or deceptive, and you cannot use the words “accredited specialist” unless you hold that accreditation. Words like “specialist”, “expert” and “the best” need care for the same reason, even though they are common in SEO content.
We write every page and article with those rules in mind, keep client details out of any stories unless the client has agreed, and send everything to you to approve before it goes live.
How Much Does SEO for Law Firms Cost?
Our SEO plans start from $1,000 + GST per month. The right investment depends on how many areas of law you want to rank for, how competitive they are in your area and how much work your website needs first.
If you want to start smaller, an SEO audit from $1,000 + GST shows you what is holding your website back and which searches are worth going after. Google Business Profile management on its own starts from $500 + GST per month.
If your current website is holding you back, we can rebuild it with the SEO foundations built in through our law firm website design service. You will get a clear, fixed quote before anything starts.
You Work Directly With Us
We are Jordan and Simone, the husband-and-wife team behind JS Website Design. We started the business in Penrith in 2017, and we have been helping service businesses get found on Google ever since.
When you work with us, you deal with us directly. There are no account managers passing messages along. A small, trusted team helps with the day-to-day work, and we stay closely involved in every project, so you always know who is looking after your SEO and what is happening next.
We know law firms are busy and careful about how they are presented, so we keep the process simple and check every word with you before anything goes live.
What Our Clients Say
SEO for Law Firms FAQs
Is SEO worth it for a law firm?
It usually is, because a single new matter can be worth thousands of dollars in fees. SEO keeps bringing in enquiries without paying for every click, and the pages you build keep working for years. Sapphire Legal’s website has brought in 165 enquiries since it launched in December 2024.
How long does SEO take for a law firm?
Most firms start to see movement within three to six months, and stronger results over six to twelve months. Specific searches, such as a type of matter in your suburb, usually move faster than broad searches like “family lawyer Sydney”. You can read more about how long SEO takes.
Which areas of law should we focus on first?
Usually the areas you most want to grow, checked against how many people are searching for them and how competitive those searches are in your area. We look at both in your free SEO review and suggest where to start.
Do we need a new website before we start SEO?
Not always. If your website is reasonably fast, easy to update and has room for a page per practice area, we can work with it. If it is holding you back, we will tell you plainly and can rebuild it with the SEO foundations built in.
Who writes the content, and will it meet our obligations?
We write it, and you approve it. Every page and article is drafted in plain English with the Australian Solicitors’ Conduct Rules in mind, and nothing goes live until you are happy with it.
Can SEO help our firm show up in ChatGPT?
It can help. AI assistants draw on clear, well structured pages that answer a specific question, which is the same thing good SEO produces. Sapphire Legal has already received an enquiry from someone who found the firm through ChatGPT.
Do you work with conveyancers as well as law firms?
Yes. The same approach works for licensed conveyancers, because their clients search in much the same way as people looking for a property lawyer.
Do you only work with law firms in Penrith?
No. We are based in Penrith and work with law firms across Australia, including Sapphire Legal in Hornsby and Rachel Bird & Co in Canberra.
Find Out Where Your Firm Could Be Winning More Clients
Book a free SEO review and we will look at your website, your Google Business Profile and the searches your ideal clients are making. You will get a clear picture of which areas of law you can win and what we would do first.
There is no obligation, and you will come away with clear advice you can use.