Local SEO for Law Firms

Show up in the Map Pack and local results for the work you actually want.

• GBP optimisation (categories, services, attributes, hours/holiday hours, photos)

• Review program (policy-compliant) + response playbook (no gating or scripting outcomes)

• Consistent citations; Q&A maintained; location links to correct landing pages

• Why it matters: Google signals that more reviews and positive ratings can help local ranking.

On-Page SEO & Practice-Area Content

Entity-rich pages that match search behaviour and legal intent.

• Practice areas: Family, Criminal, Property/Conveyancing, Wills & Estates, Commercial, Employment, Immigration, Personal Injury (as applicable)

• Matter types & FAQs: e.g., interim orders, AVOs, purchase/sale steps, unfair dismissal, probate, visas

• Location clusters: Suburb/LGA pages with unique proof (solicitor bios, case types, testimonials where appropriate, fees/eligibility info)

• Clear “speak-to-a-lawyer” pathways and Call / Book CTAs

Technical SEO

Make discovery effortless and the site lightning-fast.

• Crawl/index fixes, canonical/duplicate control (esp. suburbs/services)

• Core Web Vitals improvements (LCP/INP/CLS) and image optimisation

• Structured data: LegalService, LocalBusiness, FAQPage where relevant

Reviews & Reputation

Build steady, authentic social proof the right way.

• Automated follow-ups to all clients (email/SMS) with your direct Google “Write a review” link — no gating or incentives; frequency caps; UTMs for measurement

• Responses that respect confidentiality and avoid implying guaranteed outcomes

• Align with Rule 36 (no false/misleading) and ACCC guidance (no fake reviews).

Google Ads for Law Firms

Ads capture today’s demand while SEO compounds — and protect your brand name from competitors.

• Campaigns: Brand, “[practice] lawyer [suburb]”, competitor, urgent (e.g., emergency injunctions, bail applications)

• Assets: Call & Location extensions; sitelinks (Fees, Book, FAQs, Lawyer Bios)

• Optimise to calls and consultation bookings, not just clicks

Website Design & Conversion Trust-first UX improves rankings and close rates.

• Above-the-fold Call / Book Consultation, solicitor photos & accreditations

• Clear IA by practice area; fees/eligibility info; payment options

• Fast mobile build; accessibility best practices

• Why it helps SEO: better UX + relevance supports performance and prominence.

Marketing Automation & Intake

• Missed-call textbacks with a link to Book Consultation

• Intake triage (urgent vs elective), matter-type routing, reminders

• Email/SMS nurture for complex matters (e.g., commercial, visas)

Analytics & Tracking

• GA4 events for call click, booking start/complete, form submit

• Dynamic number insertion; GBP Insights; channel → matter attribution

• Monthly summary with actions and projected matter value