Your law firm website isn't generating the leads it should
Potential clients judge your credibility in seconds. Our free audit identifies the SEO, trust, and conversion issues costing you cases.
Common issues we find on lawyers websites
These are real issues from our audits, not hypothetical problems.
No practice area pages
Missing from searches like "personal injury lawyer near me"
Missing attorney bio schema
Attorneys not appearing in knowledge panels
Weak trust signals
No bar association badges, case results, or certifications visible
No consultation CTA above the fold
Visitors leave before finding how to contact you
Poor local SEO for multiple office locations
Losing visibility in each location's local search results
Industry benchmarks
Average law firm website scores 41/100
Law firm sites typically struggle with practice area SEO, attorney schema markup, and conversion optimization.
61% lack individual practice area pages
Most firms list all practice areas on one page instead of creating dedicated, keyword-targeted pages for each area.
Why lawyers need a strong website
96%
people seeking legal advice use a search engine
Google / FindLaw Legal Consumer Survey
74%
consumers visit a law firm's website before contacting them
Clio Legal Trends Report
The average
The average cost-per-click for legal keywords is $6–$9
WordStream Legal Industry Benchmark
Top fixes for lawyers websites
- 1Create dedicated pages for each practice area with targeted keywords
- 2Add Attorney/Person schema with credentials and bar admissions
- 3Display trust badges: bar associations, Super Lawyers, Avvo ratings
- 4Add a "Free Consultation" CTA button in the header of every page
- 5Create location-specific landing pages for each office
Common mistakes lawyers make on their websites
Avoid these pitfalls that cost lawyers customers every day.
No individual practice area pages
Listing all practice areas on a single "Services" page is one of the most common law firm SEO mistakes. When a potential client searches "personal injury lawyer near me," Google needs a dedicated page about your personal injury practice to rank you for that query. Each practice area page should cover the types of cases you handle, your approach, relevant results, and a clear call-to-action for a free consultation.
Missing attorney bio schema and credentials
Most law firm websites have attorney bios, but almost none mark them up with Person or Attorney schema. Without structured data, Google can't connect your attorneys to their credentials, bar admissions, education, or awards. Adding schema helps attorneys appear in knowledge panels and makes your firm look more authoritative in search results, which is critical for YMYL (Your Money Your Life) content that Google scrutinizes heavily.
Burying the consultation CTA below the fold
Many law firm sites lead with a large hero image or firm history before showing any way to contact the firm. Potential clients visiting from a search result need to see "Free Consultation" or "Call Now" within seconds. If they have to scroll to find your phone number or intake form, they'll go back to the search results and click a competitor. Place a prominent CTA in the sticky header and above the fold on every page.
No client reviews or case result highlights
Lawyers often worry about ethical rules around testimonials, but most bar associations allow factual case results and client reviews with appropriate disclaimers. Failing to display any social proof leaves potential clients with no way to evaluate your track record. Add a results page with settlement amounts, verdict outcomes, and client testimonials (with disclaimers as required by your jurisdiction) to build trust before the first phone call.
Ignoring local SEO for multiple office locations
Firms with offices in multiple cities often have a single "Locations" page with all addresses listed. This doesn't help you rank in any specific city. Each office needs its own page targeting "[Practice Area] lawyer in [City]" with a unique Google Business Profile, local phone number, directions, and content specific to that jurisdiction's courts and legal landscape.
What is Attorney / LegalService schema markup?
Attorney and LegalService schema are structured data types that tell search engines your website represents a law firm or legal professional. You can specify practice areas, bar admissions, office locations, languages spoken, and contact details. For individual attorneys, Person schema with the "attorney" job title lets you include education, awards, and professional memberships. Google uses this data to display rich results with your firm's practice areas, ratings, and contact information directly in search. Because legal content falls under Google's YMYL (Your Money Your Life) category, having proper schema signals E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and can meaningfully improve your visibility for high-value legal searches.
Free tools for lawyers
Free Meta Title Checker
See exactly how your page title appears in Google results
Free Trust Signals Check
Find out if your site builds enough visitor confidence
Free CTA Visibility Check
See if visitors know what to do when they land on your site
Free NAP Consistency Check
Inconsistent NAP hurts local rankings. Find mismatches
Frequently Asked Questions
What SEO issues are most common for law firm websites?
How do I rank for "lawyer near me" searches?
Why do trust signals matter more for lawyers?
How does this audit differ from general SEO tools?
What schema markup should a law firm website have?
How many practice area pages does my law firm need?
Related resources
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