SEO for law firms
Law firm SEO for attorneys in Lee and Collier County: we get your firm into the Map Pack and the organic results for the practice areas you want more of, in the cities you can actually serve.
People searching every month
personal injury lawyer …
The short answer
Law firm SEO is the work that makes your firm show up when someone searches a legal problem plus a place, like “divorce attorney naples”. It covers your Google Business Profile, one page per practice area and city, citations, reviews and technical fixes. Local terms usually move first; competitive ones like personal injury take longer. Our plans start from $600 a month in 6-month cycles.
Local legal searches are not equally hard. In our SEO OS, “personal injury lawyer fort myers” has a keyword difficulty of 51 out of 100 and “attorney fort myers” 44. The same searches in Collier and Cape Coral are much softer: “attorney naples” scores 6 and “attorney cape coral” 19 (keyword data from our SEO OS, Nov 2026).
So a new firm site rarely starts with the hardest phrase. We'd build the practice-area pages first, win the softer city and case-type searches, collect reviews, and let that authority carry the page for the big term. A Fort Myers injury firm, for example, can often rank for a specific case type like motorcycle accidents, or for a Naples variant, well before the head term moves.
The Map Pack works differently from the organic results. Google weighs how close the searcher is to your office, so a Fort Myers office rarely appears in the map for someone standing on Fifth Avenue South in Naples. That's where a city page and organic rankings do the work, and where a staffed second office, if you have one, deserves its own profile.
What you get
We work on the four things that decide local legal search: your profile, your pages, your reputation and your citations. All of it is tracked in our SEO OS by practice area and city.
The right primary and secondary categories, practice areas listed as services, hours that match your intake, photos and posts. A separate profile for each staffed office.
A real page for each case type you want, and city pages only where you have an office, clients or a reason to be there. No copy-paste city lists.
Consistent name, address and phone on The Florida Bar's member directory, legal directories and data aggregators, with duplicates cleaned up.
A short review link sent to every client at case close, with wording your attorney approves.
Speed, indexing, schema markup for the firm and each attorney, and redirects for old URLs that still have links pointing at them.
On the Growth plan, 2–4 articles a month on questions people here ask, such as what to do after a crash on McGregor Blvd or what happens at a first DUI hearing in Lee County.
Monthly Map Pack and organic positions for every target phrase, next to the calls and forms each page produced.
How it goes
Every step ends with a clear deliverable and your approval.
We crawl your site, check your profile and pull rankings for every practice area you name.
We sort phrases by search volume, difficulty and case value, and agree on the first ten together.
Profile, citations and technical issues come first, then the new practice-area pages.
Monthly review requests and articles start running on a fixed schedule.
Positions, calls and forms per practice area, and the plan for next month.
Pricing
Starting prices, before taxes. After a 20-minute call you get a fixed quote — no hourly surprises.
5–8 custom pages, keyword basics, technical SEO, quote form, GA4, Google Business Profile setup.
10–20 pages with service and city pages, wireframes, custom UX/UI, SEO copy, conversion tracking, CRM connection, 30 days of fine-tuning.
WooCommerce or Shopify, booking and payments, integrations, load testing.
Local SEO and Google Business Profile, technical monitoring, review requests, monthly report.
Everything in Local, plus 2–4 SEO articles a month, Google Ads, landing-page optimization and a monthly call.
SEO, Google Ads and Meta, social content and creative, link building, a quarterly strategy workshop.
Ad spend is paid directly to Google or Meta and is not part of our fee. Website and marketing together? Ask for both in one quote.
Questions
Profile and citation fixes can change your map position fairly quickly; new practice-area pages usually need a few months to settle. Competitive phrases like personal injury in Fort Myers take longer than family law in Cape Coral. That's why we work in 6-month cycles and report every month, so you see movement on the softer terms while the hard ones build.
Usually not. Google's guidelines require a location that's staffed during business hours, and shared or virtual offices are a common reason legal profiles get suspended. If you meet clients by appointment at a real office, we set the profile up honestly around that. If not, we focus on organic rankings and city pages instead.
Google allows individual profiles for public-facing practitioners, but in a small firm they can compete with the firm's own listing and split its reviews. We usually keep one strong profile per staffed office and give each attorney a detailed bio page instead.
Asking clients for reviews is common, but testimonials in Florida lawyer advertising have their own rules, and Google itself bans incentives for reviews. We set up a plain request with wording your attorney approves, send it to every closed client and never filter out unhappy ones. Have your bar counsel confirm the details; this isn't legal advice.
Local SEO starts from $600 a month: Google Business Profile, technical monitoring, review requests and a monthly report. Firms that want new practice-area content usually take the Growth plan, from $1,000 a month with 2–4 articles. Both run in 6-month cycles.
Keep exploring
On a 20-minute call we pull your current positions for two or three practice areas and walk you through the first changes we'd make.