SEO for law firms
Law Firm SEO That Brings In Signed Cases
White Peak’s law firm SEO puts your practice in front of people at the moment they need a lawyer, after an arrest, a crash or a hard family decision. We measure success by consultations and signed cases, not rankings alone, across Google Maps, search and AI answers.
Built for
Law firms
Solo attorneys and multi-office firms, from personal injury to estate planning.
Google Maps
Map pack focus
Business Profile, reviews and legal directory work that helps you show up in the local 3-pack.
Guarantee
SEO performance guarantee
If your Visibility score doesn’t improve over the previous month, you won’t be charged for the next month of SEO.
Bonus
No-Fee PPC
$0 PPC management while your SEO runs. Ad budget from $1,500 a month.
Does your firm serve clients nationwide or across many states?
Awards for our digital marketing agency
Why White Peak
Legal SEO from people who run businesses
We’ve spent more than 55 years, combined, starting and growing businesses. So we treat SEO for law firms like you treat your caseload: good cases matter more than a long list of rankings.
Win the urgent search
Someone searching “DUI lawyer near me” at midnight calls the first attorney who looks credible. We help that be you.
Win the researched case
Divorce, estate planning and business clients compare firms for weeks. Clear practice area pages earn their trust first.
Know what pays
We track which keywords and map listings bring in consultations, so your SEO strategy favors the case types you want most.
Only specialists work on your campaign. Each team member specializes in one discipline, from Google Business Profiles to technical SEO to content.
AI search
Law firm SEO for Google and AI search
Potential clients now ask ChatGPT, Gemini and Google’s AI Overviews questions like “Do I need a lawyer after a car accident?” or “How does probate work?” We build the signals those tools use to find, trust and name your law firm.
AI Visibility Tracking
We track how often AI answers mention your firm for legal questions in your area.
Answers AI Can Quote
Practice area pages and posts give clear, short answers about process, timelines and next steps.
Attorney Schema Markup
Structured data spells out your practice areas, attorneys, offices and hours for search engines and AI tools.
Entity SEO and Knowledge Graph
We connect your firm, attorneys, bar details and offices, so AI tools see one trusted firm.
Consistent Legal Directories
Matching name, address and phone across 20+ platforms gives AI tools the same facts everywhere.
Optional upgrade
Add GEO for more AI mentions
Extra AI search optimization on top of your SEO plan, including:
- Digital PR, such as journalist pitching for press mentions
- Podcast bookings every month
What sets us apart
How law firm SEO turns searches into consultations
Google ranks local law firms in the local pack on relevance, distance and prominence. You can’t move your office. So our local SEO for law firms works on what you can change: how complete, relevant and trusted your firm looks in local search results.
A Business Profile built for the map pack
Many people pick a lawyer straight from Google Maps. We set your categories, practice areas and hours, then publish posts and geo-tagged photos, usually 8 to 12 of each a month. You approve every profile change.
Reviews that mention the case type
A review that says “helped me through my divorce” helps you rank for divorce searches. We can send review requests after a matter closes, reply to new reviews and show your Google reviews on your site.
A page for every practice area
One page that lists every practice area can’t rank for all of them. We create focused pages for each case type you want, like car accidents, DUI defense, custody or probate.
Legal directories that match everywhere
Google trusts firms whose details match across the web. We find the 20+ legal directories and local platforms that matter most, then create or fix each profile so your name, address and phone stay identical.
We track consultations, not just rankings
Call and form tracking shows which searches and map listings bring in case inquiries. A monthly heat map shows where you rank across your market, so we know which areas need more work.
How it works
How our law firm SEO services work
Every legal market is different. A Reno family lawyer competes with a handful of firms, while a Los Angeles injury lawyer faces a very competitive market. Here’s how we build your campaign around yours.
Audit your market
We review your Business Profile, reviews, directories, website and map rankings. Then we study the firms that show up above you and why.
Map practice areas to searches
We choose target keywords for each practice area and location, then match each one to a single page or your profile. Your own pages never compete with each other.
Optimize and build
Our specialists optimize your profile and pages, fix your citations and publish new content. On Launchpad and Performance, we also earn backlinks from relevant sites.
Measure and refine
You get a live dashboard, a monthly heat map and a monthly planning session. The consultations each practice area brings in decide next month’s work.
Choose from three fixed-price local SEO plans. Compare the plans. Every plan has a six-month commitment and is billed monthly, with no deposit.
What we focus on
What law firm SEO needs to cover
Legal searches split into "I need help now" and "I'm weighing my options." Your SEO has to win both, in the area your firm serves.
Urgent Legal Searches
Arrests and accidents happen at night. Clear hours, tap-to-call and fast mobile pages help you win that first call.
Practice Area Depth
Google rewards firms that explain each case type well. We build focused pages, not one long list of services.
High-Value Cases
Some cases matter more to your firm than others. We put the most SEO work behind the case types you most want to sign.
Trust and Credentials
People share private problems with you. Attorney bios, bar admissions, reviews and real photos help them choose your firm.
Advertising Rules
State bars regulate lawyer advertising. We write carefully about results and leave final approval of every claim to you.
Multiple Offices
Firms with several locations need a profile and a useful page for each office, not copied city pages.
Find out why other law firms outrank you
Book a free consultation. We’ll look at your map rankings, your reviews and the firms above you. Then we’ll tell you straight what we’d fix first and what it would cost.
Jen Tynan, Google review
What our law firm SEO services include
Every plan includes the local SEO work below, unless noted. Our specialists in Reno each focus on a single discipline.
Legal Keyword Research
We find the legal keywords prospective clients use, from “personal injury lawyer near me” to “how to file for divorce in Nevada.” Then we map each keyword to a single page or your profile.
Google Business Profile
We optimize your categories, practice areas, description and FAQs. Then we publish posts and geo-tagged photos, usually 8 to 12 of each a month.
Reviews and Reputation
We can send automated review requests to past clients. We monitor new reviews, reply to them in your voice and show your Google reviews on your website.
Legal Directories and NAP
We create or update your profiles on 20+ legal directories and local platforms. Your name, address and phone stay identical everywhere.
Practice Area Pages and Content
Our writers publish 6 to 12 new blog posts a quarter, depending on your plan. We create new practice area and office pages when you need them and rewrite focus pages each year.
Technical and On-Page SEO
We fix crawl errors, redirects and broken links, and add attorney and law firm schema. We also sharpen title tags, meta descriptions, headings and images on your focus pages.
Local Link Building
Off-page SEO matters too. Local SEO Launchpad and Local SEO Performance earn three niche-edit backlinks a quarter from relevant local and legal sites (domain authority 30+). Every site must pass our 26-point quality check first.
Call and Lead Tracking
We set up call tracking, Google Analytics 4, Google Search Console and Bing Webmaster Tools. Launchpad and Performance track phone and web conversions, so you see which practice areas bring in consultations.
Website Speed
Slow pages lose people in a stressful moment. We audit your law firm website’s speed when your campaign starts, then improve load times, Core Web Vitals and mobile performance.
Heat Maps and Reporting
Each month, a heat map shows where you rank for five key searches across your market. You also get a live dashboard and a monthly planning session.
Which legal SEO focus fits your firm?
Personal injury, family and criminal defense, and business or estate planning firms win clients in different ways. Pick your main practice, and we’ll build the campaign around it.
Personal Injury Lawyer SEO
Compete in one of the toughest local markets. We focus on case type pages, reviews and the map pack.
A Page for Each Case Type
Car, truck, slip-and-fall and other injury pages.
Free Case Review Calls
Profile and pages built to start the conversation.
Results With Care
Case results written to respect advertising rules.
Family and Defense SEO
Win urgent, private searches for DUI, custody and divorce help with clear answers and fast contact.
Clear Answers First
Plain-language pages for questions people ask in a crisis.
After-Hours Details Done Right
Accurate hours so late-night searches find you.
Private, Simple Contact
Discreet forms and calls that respect client privacy.
Estate and Business Law SEO
Rank for the planned legal work people research for weeks, like wills, trusts and business formation.
Service Pages That Explain
Pages that walk through wills, trusts and probate.
Guides That Build Trust
Helpful posts that answer questions before the consult.
Reviews That Rank
Review requests that mention the work you did.
SEO for other industries
We run SEO campaigns for a wide range of industries. Here are some of them. Don’t see yours? Book a free consultation.
- Accountants
- Architecture Firms
- Auto Repair Shops
- Chiropractors
- Cleaning Companies
- Construction
- Damage Restoration
- Dental Practices
- Ecommerce
- Electricians
- Financial Advisors
- Garage Door Companies
- HVAC
- Healthcare
- Insurance Agencies
- Lawn Care
- Manufacturers
- Med Spas
- Moving & Storage
- Nonprofits
- Pest Control
- Pet Businesses
- Photographers
- Plumbers
- Professional Services
- Real Estate
- Roofing Companies
- SaaS Companies
- Schools
- Senior Living
- Shopify Stores
- Small Businesses
- Startups
- Therapists
- Veterinarians
What our clients say about White Peak
Your SEO plan is just the start
Here’s what comes with a White Peak SEO campaign.
AI search work: entity SEO, schema and AI-ready content
Included
SEO performance guarantee
Included
PPC management for your Google, Microsoft, Yelp and ChatGPT ads
$0 management fee
Most agencies charge a monthly fee to manage your ads. With White Peak SEO, you pay only your ad budget.
Your bonus
Bonus: PPC management with no management fee
Law firm SEO builds case inquiries that last, but it takes a few months. Ads can bring in calls this week. That’s why White Peak SEO clients can add PPC with no management fee. You pay only your ad budget, and we buy and manage the ads.
Leads While SEO Builds
Ads bring in calls soon after launch, while your rankings grow.
Ads Show SEO What Converts
Ad data shows which searches turn into sales, so we target them organically.
More of the Results Page
An ad plus an organic listing gives you two spots for the same search.
A Backup for Every Dip
If rankings shift or ad costs climb, the other channel carries the load.
Ready to add ads? Get No-Fee PPC management.
Guarantee
Our Performance Guarantee
SEO performance guarantee: if your Visibility score doesn’t improve over the previous month, you won’t be charged for the next month of SEO.
Your Visibility score tracks how high you rank in Google for the keywords we agree on together. The guarantee covers SEO programs only. AI search visibility is not part of the guarantee.
Local SEO plans
Three local SEO plans for law firms
Three fixed-price plans for law firms that serve clients in a local area, from one office or several. Every plan optimizes your Business Profile, website and legal directories for Google Maps, local search and AI answers. In a free consultation, we’ll look at your market, then recommend the right plan and give you a clear price. Every plan has a six-month commitment and is billed monthly, with no deposit.
Local SEO Visibility
Our entry plan for local businesses.
- Up to 10 focus pages and 25 keywords
- New and updated focus pages, as needed
- 6 new blog posts a quarter
- Google Business Profile, reviews and 20+ local listings
- Local rank tracking and a monthly heat map
Local SEO Launchpad
More pages, more content and local backlinks.
- Up to 25 focus pages and 75 keywords
- New and updated focus pages, as needed
- 9 new blog posts a quarter
- Google Business Profile, reviews and 20+ local listings
- Local rank tracking and a monthly heat map
- 3 niche-edit backlinks (DA30+) a quarter
- Website hosting included
- Phone and web conversion tracking
Local SEO Performance
Our most content, plus website hosting and maintenance.
- Up to 25 focus pages and 75 keywords
- New and updated focus pages, as needed
- 12 new blog posts a quarter
- Google Business Profile, reviews and 20+ local listings
- Local rank tracking and a monthly heat map
- 3 niche-edit backlinks (DA30+) a quarter
- Website hosting and maintenance included
- Phone and web conversion tracking
AI search on every plan
- AI visibility tracking
- Entity and knowledge graph work for Google, Bing, ChatGPT and Claude
- Local business schema
- An llms.txt file for AI tools
- Blog posts written for search engines and AI answers
Every plan includes
- SEO performance guarantee
- Google Business Profile posts and photos
- Review requests and replies
- Live dashboard and monthly planning session
- You own your website and content
Upgrade your campaign
No-Fee PPC
$0 management fee. Google, Microsoft, Yelp and ChatGPT ads for an ad budget from $1,500 a month.
AI Search Optimization (GEO)
Extra AI search optimization, including digital PR such as journalist pitching for press mentions and podcast bookings every month.
Extra Link Building
More niche edits, guest posts and listicle placements to outrank local competitors faster.
Plans and upgrades are priced in your free consultation, after we’ve looked at your profile, your competitors and your market.
Law firm SEO questions
Law firm SEO is the work that helps your firm show up in search results when people near you look for a lawyer. It covers your Google Business Profile, reviews, legal directories, practice area pages and the technical setup behind them. The goal is more consultations and signed cases from Google Maps, organic search and AI answers.
Google looks at how relevant, close and trusted your firm is for each search. We improve relevance with keyword research and practice area pages, and trust with reviews, citations and links. Then we track which searches bring in calls and adjust every month.
It depends on your market, your practice areas and how competitive they are. A personal injury firm in a big city needs more work than a small-town estate planning firm. We offer three fixed-price local SEO plans, and we'll give you a clear price in a free consultation.
Most firms see early movement in Google Maps within the first few months. Bigger gains usually build over six to twelve months. Competitive practice areas like personal injury can take longer.
Most do. People who need a lawyer usually start with a search, and many pick from the first firms they see. Referrals still matter, but referred clients often look you up on Google before they call.
Google ranks the map pack on relevance, distance and prominence. You improve relevance with the right categories and practice areas, and prominence with reviews, matching citations and a strong website. We work on all three every month.
Yes. Each practice area and each office gets its own focus page and keywords, so your pages don't compete. We start with the case types and offices that matter most to your firm.
You need an agency that knows how people search for lawyers and respects lawyer advertising rules. We build campaigns around practice areas, legal directories and consultation tracking. You approve every claim before it goes live.
Each state bar sets its own rules. We avoid claims like "best" or promised outcomes, and we add disclaimers to case results when you ask. Your firm makes the final call on those rules, so you review every page before we publish it.
Yes. Reviews are one of the strongest signals for Google Maps rankings, and they help potential clients choose you. Reviews that mention the case type help even more. Never offer anything in return for a review.
They work best together. Legal ad clicks can be very expensive, so ads bring in calls now while SEO builds inquiries you don't pay for per click. White Peak SEO clients get PPC management with no management fee.
Yes. White Peak is based in downtown Reno and runs local SEO for law firms across the U.S. Most clients meet with us on Zoom, and our Reno office is open by appointment.
It helps. AI tools draw on firms with clear websites, consistent directories and strong reviews. We track your AI search visibility, but no one can guarantee an AI mention, so it isn't part of our SEO performance guarantee.
You do. Your law firm website, your Business Profile and the content we create belong to your firm. If you ever stop working with us, everything we built stays with you.
Not sure what you need?
No gimmicks. Just friendly advice.
Services that help law firms grow
Law Firm Website Design
A fast law firm website with practice area pages, tap-to-call and consultation booking that turns searches into clients.
MaximizeOS
CRO, website personalization, lifecycle marketing and automation that turn your new traffic into more leads and sales.
No-Fee PPC Management
Google, Microsoft, Yelp and ChatGPT ads that bring in calls now. White Peak SEO clients pay no management fee.
GEO (AI SEO)
Get your law firm mentioned and recommended in ChatGPT, Gemini and Google’s AI answers.
Serving law firms in Reno, Sparks, Carson City and nationwide
Our downtown Reno team runs local SEO for law firms across the U.S. Close to home, we help attorneys rank from Reno and Sparks to Carson City, Truckee and Lake Tahoe.
1 E Liberty St, Suite 600, Reno, NV 89501
(775) 451-3259
Open Monday to Friday, 8 AM to 8 PM. Most clients meet with us on Zoom, wherever they are. Prefer to meet in person? Visit our downtown Reno office by appointment.
