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SEO services · by industry

SEO for law firms

Someone who has just received a dismissal letter does not google ‘law firm’. They type ‘dismissed on the spot what now’, at eleven at night, on a phone. The firm that answers that question calmly and clearly is the firm that gets called the next morning.

Traze builds the knowledge base that answers those questions for law firms: per practice area, per situation, with your lawyers as authors and professional conduct rules checked in the workflow. Published in your CMS, tracked in Google and in the AI engines where clients increasingly ask their first question.

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From €0 per month · cancel monthly · humans in the loop

AI Visibility Check

AI Visibility Check

Ask eight buyer questions about your category to multiple AI models and see who gets named: you, your competitor, or nobody. With share of voice, citations and what to do about it.

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Proof · law firms

Results from comparable programmes

Cases linked to this route. Where there is no match, we show the closest example.

See the results
Organic trafficNL

Bouwmanagement

Construction & PM

Example data

+1,033

visitors / month

+1497%
Organic trafficNL

Vloerenwinkel

Flooring

Example data

+30,000

visitors / month

+300%

AI citations: 0 → 210

Organic trafficNL

Edelstenenhandel

Gemstones

Example data

+12,700

visitors / month

+42%

AI citations: 12 → 153

Illustrative numbers to show how the system works — not a real customer.

Focus · Law firm SEO

What law firm SEO focuses on

Most firm websites consist of team pages and a list of practice areas. Clients search for their problem. These are the six places where we close that gap.

  • 01

    Knowledge pages per legal question

    ‘Can my employer refuse to renew my contract during pregnancy’, ‘how is child maintenance calculated’, ‘what is the limitation period for a claim’: hundreds of questions per practice area. Each question gets a page with a direct, correct answer and an invitation to the next step.

  • 02

    Practice area pages built on intent

    Not one ‘employment law’ page, but pages per situation: dismissal, workplace conflict, non-compete clauses, sickness and reintegration. Per page: what we can do, how it works, what it costs, what the first step is.

  • 03

    Locally findable per office

    ‘Family lawyer Manchester’ is a local query. We combine practice area and place in pages with real content, such as the team, the courts in the region and consultation hours, and connect them to your Google Business Profile.

  • 04

    Lawyers as visible authors

    Google and AI engines judge legal content on who wrote it. Every page gets an author with name, specialisation and registration, plus a review date. That is not vanity, it is a ranking factor.

  • 05

    Within professional conduct rules

    No guarantees of outcome, no ‘best lawyer’, careful with comparisons and client information. Your bar's publicity rules sit in the brand profile, and a lawyer approves every page before it goes live.

  • 06

    Visible in AI answers

    Clients now ask ChatGPT or Perplexity first what their rights are and which firm to call. We write so that you get cited, and measure per engine whether that happens.

How Traze works · six steps

What Traze does for law firms

The same loop as on every other route, tuned to your market.

See all capabilities
  1. 01Learn · Traze learns your business first.Before it writes a word, Traze studies your brand, tone of voice, products, competitors and customer journey — so everything it makes sounds like you.
  2. 02Plan · It builds the strategy, on its own.Traze maps search queries, AI questions, intent and competitor gaps, clusters what matters and lays out a content calendar. You approve.
  3. 03Write · It writes the content.Articles, landing pages and FAQs, written from your brand profile and strategy to win both classic search and AI answers — with a citability score per page.
  4. 04Publish · It ships everything for you.Approved pages go straight into your CMS, metadata, schema and internal links included, then get submitted for indexing. No manual uploads.
  5. 05Optimise · It keeps improving.Traze watches rankings, AI visibility and per-page performance, then rewrites, restructures or reinforces what lags. Every change is visible in the log.
  6. 06Measure · You see everything, live.One dashboard with organic traffic, AI citations per engine, share of voice and rankings — plus the revenue attached. Not a monthly report, an always-on view.

Pricing · per published page

Pick your plan

For law firms we usually recommend Start. Every plan can be cancelled monthly and you can scale up or down later.

All pricing and details

  • Free

    €0per month

    or €0 per month on a rolling monthly plan

    Custom volume

    For webmasters who want to see whether AI mentions their site yet.

    • Site audit after Search Console verification
    • 10 AI prompts tracked in 1 engine
    • Public score badge for your site
    • All free tools without limits
    Start with Free

  • Measure

    €69per month

    or €79 per month on a rolling monthly plan

    Custom volume

    For teams that want to measure AI visibility before having content made.

    • 60 AI prompts tracked across 4 engines
    • Weekly sampling with sources and citations
    • Weekly report by e-mail and in your dashboard
    • Everything in Free
    Start with Measure
  • Recommended

    Start

    €590per month

    or €690 per month on a rolling monthly plan

    10 pages per month

    For businesses building their first long-tail and AI coverage.

    • 10 published pages per month
    • Long-tail and question-based articles
    • Informational pages that feed AI answers
    • Brand profile, strategy and content calendar
    • Publishing into your CMS with metadata, schema and internal links
    • AI visibility and rankings in your dashboard
    Start with Start

  • Growth

    €990per month

    or €1,190 per month on a rolling monthly plan

    20 pages per month

    For teams claiming several topics and building topical authority.

    • 20 published pages per month
    • Everything in Start
    • Cluster-optimised category and product hubs
    • Conversion-aligned service pages
    • Continuous optimisation of existing pages
    • Dedicated success manager
    Start with Growth

  • Scale

    €1,690per month

    or €1,990 per month on a rolling monthly plan

    40 pages per month

    For brands scaling content production and AI visibility across markets.

    • 40 published pages per month
    • Everything in Growth
    • Location pages and multilingual variants
    • Competitor and share-of-voice reporting per AI engine
    • Quarterly strategy with a senior specialist
    • Priority on new CMS integrations
    Discuss Scale

  • Enterprise

    Custom

    Custom volume, page types and terms

    Custom volume

    For organisations with multiple domains, markets or a custom stack.

    • Custom volume and page types
    • Multiple domains and brands in one account
    • Headless/custom CMS via API and webhooks
    • SSO, DPA and security review
    • Named team and SLA
    Discuss Enterprise

Prices per month, excluding VAT, on an annual plan. The rolling monthly rate is listed per plan.

Approach

How Traze approaches SEO for law firms

Traze first learns your firm: practice areas, type of clients (private, business or both), offices, who may write about what and what your bar allows in publicity. It then maps the search queries and AI questions per practice area and analyses which firms, legal expenses insurers and legal platforms currently answer them. See how competitive analysis works at Traze.

That analysis produces a calendar per practice area: first the questions with the highest intent and the largest gap, then depth. Traze writes the pages in your firm's tone, a lawyer from the relevant department approves content and tone, and Traze publishes into your CMS with author, organisation and FAQ schema. Read how the content strategy is built.

After that we measure per page rankings, AI citations and contact moments: booked calls, forms, chats. Pages that attract questions but no contact get sharpened; pages that work well get sibling pages. Changes in legislation and new case law automatically put existing pages on the review list.

Deep dive

The building blocks of law firm SEO

This is what we build on a law firm's website. The common thread: being present at the moment someone tries to understand their problem, and making the step to contact easy.

First the question, then the firm

Almost every legal client journey starts with a question about a situation, not with a search for a firm. ‘Can I evict my tenant’, ‘what should a settlement agreement contain’, ‘am I liable if my child causes damage’. Whoever answers that question earns the trust, and the next search is ‘tenancy lawyer’ plus the town, with your name already in mind.

Per practice area we build clusters of such questions: the answer at the top, then the nuance (it depends on…), then when you need a lawyer and what one can do. Every page links to the practice area page and to related questions, so the firm builds topical authority instead of scattered articles. See how Traze picks and clusters topics.

Practice area pages that convince without promising

A client landing on a practice area page wants to know three things: do you understand my situation, what will you do and what does it cost. Most firm pages only answer the first, in general terms.

We rewrite practice area pages per situation, with the process in steps, an honest explanation of costs (hourly rate, fixed fee, legal aid, legal expenses insurance) and a low-threshold first step: an introductory call or a short questionnaire. Within conduct rules, without promises of outcome. That honest story is exactly what converts. More about SEO aimed at enquiries.

Local visibility per office and practice area

Practice area plus place is the query most clients eventually call from. If you have several offices, every combination deserves a page, but one with content that is only true for that office.

We build those pages with the local team, the courts and tribunals where you appear, accessibility and consultation hours, and connect them to your Google Business Profile and reviews. That way every office wins its own region instead of competing with head office. Read more about local SEO.

Authorship and conduct rules: trust you can demonstrate

Legal content falls under Google's strictest quality requirements. Who wrote this, is that person a lawyer, when was it checked, is the firm registered? AI engines pick their sources on the same signals.

Every page therefore gets a lawyer as author with specialisation and a link to their profile, a review date and organisation schema with the firm's details. At the same time, your bar's publicity rules sit in the brand profile: no absolute claims, no comparisons that are not allowed, no identifiable client information. The lawyer who approves sees exactly what goes live. See how we do this for financial services firms.

Being named when someone asks an AI assistant for advice

‘I was dismissed on the spot, what are my rights and who can help me in Eindhoven?’ People now ask ChatGPT questions like that. The answer explains the rights and names sources and firms. Whoever is there gets the first click.

We write and structure so AI engines can cite you: a direct answer, clear definitions, consistent firm information on every page. Then we measure per engine how often you are mentioned compared with other firms and legal platforms, and adjust the calendar accordingly. Check for free whether AI engines mention your firm.

Why Traze

Why law firms choose Traze

Lawyers have the knowledge but not the hours, and a generic content agency does not know the conduct rules. Traze does the writing and publishing, and your lawyers keep the final say.

  • Lawyer approves: no page goes live without sign-off from the department responsible.
  • Conduct rules built in: publicity rules sit in the profile, not in a checklist afterwards.
  • Per practice area and per office: knowledge, service pages and local visibility in one system.
  • Google and AI: the same pages are built to rank and to be cited.
  • Fixed monthly price: no billable writing hours, but a predictable number of pages and a log of every change.

Who it is for

Who this works for

  • Firms with two to ten lawyers that want to be found per practice area.
  • Niche firms in employment, family, personal injury or corporate law that want to own their topic.
  • Firms with several offices that want to be visible per region without duplicate content.
  • Practices that win clients on advice given up front rather than on price.
  • Marketing leads who do not want to ask the lawyers for a blog post every week.

Curious whether ChatGPT and Perplexity mention your firm for questions in your practice area? Check it for free.

Start freeBook a demo

Case · law firms

What this delivers in practice

See the case of a knowledge-driven service firm that built a knowledge base around permits, costs and planning from near zero and was found on the questions that precede an engagement. That exact pattern, answering the question before someone calls, is what we apply per practice area.

Read the case: Bouwmanagement
Organic trafficNL

Bouwmanagement

Construction & PM

Example data

+1,033

visitors / month

+1497%

Illustrative numbers to show how the system works — not a real customer.

FAQ · Law firm SEO

Frequently asked questions about Law firm SEO

Direct answers, including what it costs.

Traze works with fixed monthly plans based on the number of published pages: Start (€590 per month, 10 pages), Growth (€990 per month, 20 pages) and Scale (€1,690 per month, 40 pages) on an annual plan; a rolling monthly contract is available at a slightly higher rate. Enterprise is custom. A firm with one or two practice areas usually starts with Start; firms with several departments or offices choose Growth.

No time for SEO? Then this is for you.

Want Traze to run Law firm SEO?

Start with a free check of your site, or book a demo and see how Traze would set up this route for law firms.

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