The most expensive search category
Legal is where clicks cost the most and where lead brokers thrive. A firm that owns its own rankings in its own city stops paying for both. That is the whole strategy, and it works because most firms never build the pages that would let Google rank them.
Potential clients search by problem and place: "car accident lawyer Kissimmee", "DUI attorney Sanford", "family law Lake Mary". They call the firm that appears in the map and the first few results, and they decide in one phone call. Increasingly, they ask ChatGPT or Perplexity who the best firm is, and the answer is assembled from what credible websites say about you.
What usually goes wrong
One page for everything. The website has a "Practice Areas" page listing twelve areas in bullet points. There is no page about your DUI work in Sanford. Google has nothing to rank.
Paying $100 or more per click without tracking. Ads run, the phone rings, nobody knows which case came from which campaign. Budget goes to the wrong keywords for years.
Reviews are thin. Clients are grateful but never asked. Twelve reviews against a competitor's ninety decides the map pack.
Invisible to AI assistants. Firms with no press, no consistent directory profiles and no clear practice descriptions do not appear in generated answers at all.
What we do for law firms
SEO built around practice area × city. Keyword research per practice area, per city you serve. A page for each pair, written with real substance: the process, the timelines, the questions clients ask, the local court details. Attorney profile pages with credentials and schema. Internal links so every page supports the others. National SEO for firms serving multiple states is $5,000/month; Local SEO Advanced for a single-market firm starts at $500/month.
Local SEO and reviews. Profile optimization with the right legal categories and services, a review request process that respects bar rules, a monthly rank grid for each office.
Google Ads with controls. Practice-area campaigns, call tracking, weekly negative keywords, landing pages that match the ad. $100/month plus 3–5% of spend. The goal is a cost per signed case you can see and defend.
Digital PR and AI visibility. Your attorneys quoted in real publications, consistent profiles on the directories assistants read, and monthly tracking of prompts like "best personal injury lawyer in Orlando". Digital PR is $3,500 for five mentions; AEO is $5,000/month.
The first 90 days
Weeks 1–2: audit and a practice-area priority list based on case value and competition. Weeks 3–6: the first set of practice-area pages live, profile and directories aligned, call tracking installed. Weeks 7–12: first ranking movement on the target pairs, Ads tuned to real cost per case, first report with calls and consultations by source.
What we would do, in order
- SEO ServicesRank for the searches that bring paying customers, in Orlando, across Florida, or nationally.Starting at $5,000/mo
- Local SEO & Google Business ProfileShow up in the map pack when someone nearby searches for what you do.Starting at $150/mo
- AI Search Optimization (AEO / GEO)Be the business ChatGPT, Gemini, Perplexity and Google AI Overviews recommend.Starting at $5,000/mo
- Digital PR & Media MentionsGet your business mentioned in national and industry media. Five mentions from $3,500.Starting at $3,500 / 5 mentions
