Law Firm SEO

When someone needs a lawyer, they don’t wait. They pull out their phone and type “injury lawyer near me” or “divorce attorney [city].” Then they click to your website. Some potential clients will call right away; others will browse your site

The reality is that the firms at the top of Google (and ChatPT, Perplexity, etc.) will get the calls. Not the best lawyers. The ones at the top of these search engines. Everyone gets overlooked.

That’s where we come in. Matador Solutions is a lawyer SEO company built for lawyers, by lawyers. Our team consists of over 40 attorneys, marketers, website developers, writers, and account managers singularly focused on one thing – bring new cases to your firm.

We know your challenges, know your competition, and most importantly, we’ve spent years and years and millions of dollars building winning strategies that put firms like yours on page one.

Our founder, Wayne Cohen, Esq., understands this world from both sides. He built one of Washington, D.C.’s most successful personal injury law firms. He’s taught at George Washington University Law School since 1993. And he saw early on how the web was changing everything about how people hire lawyers. Just run the search “Washington DC car accident lawyer” and you will see his firm, Cohen & Cohen, at the very top. For the last 10 years, Matador has helped hundreds of other law firms do the same. And that’s why he created Matador – to give law firms the digital visibility they need to keep growing.

Why Lawyers Need Specialized SEO

SEO means optimizing your website so it shows up higher in search. In theory, simple. In practice, especially in the legal field, much harder.

• The competition is relentless. Dozens of firms in every city, often chasing the same high-value keywords. PI lawyers fighting over “car accident lawyer.” Family lawyers after “divorce attorney.” Criminal defense firms pushing for “DUI lawyer.” This list goes on and on. Each of these keywords is high value, high competition. That’s why you need to be at the top. Anything less isn’t enough.
• The rules are strict. Unlike retail or tech companies, lawyers can’t just say anything. Bar associations have advertising rules that must be respected. Given our background, we’re uniquely capable of writing quality content that complies with the ethics rules in your jurisdiction.
• Ads drain your budget. Google Ads in the legal space are among the most expensive in the world. One click can cost hundreds of dollars. Stop paying, and your leads vanish overnight. Sure, they have value. But the real value is SEO – just like building equity in a house. It builds over time, and never goes away. You will always have something to show for it.

That’s why SEO is so valuable. It’s not rented attention. It’s owned visibility. Once you’ve earned it, it keeps compounding.

Think about your own behavior. When was the last time you clicked past page one on Google? Most people never do. Studies show more than 75% of users stop there. If your firm isn’t visible on that first page, your competitors are.

Our Approach

We don’t believe in cookie-cutter SEO. Every law firm is different. But our framework is proven — built around the realities of the legal market.

Website Audit and Strategy

We start by running a full audit. Think of it like taking an X-ray before surgery. We need to see what’s working, what’s broken, and where the gaps are.

• Technical health. Site speed, mobile performance, Core Web Vitals. Think of this like the foundation of your house. You have be solid to build on.
• Content. Are your practice pages thin or do they answer real client questions? Are your blogs fresh or outdated? We update your pages to rank higher and convert better.
• Backlinks. Who’s linking to your site? Are those links helping your authority or dragging it down? We construct strong backlinking campaigns designed to give your website the leading edge. Something that other vendors just skip over.
• Keywords. Where are you ranking now? Where are your competitors winning? What are the big money keywords? An in-market analysis helps us target the exact keywords that potential clients are searching, and that bring in the revenue to your firm. Keywords don’t matter unless they produce cases.

This isn’t just theory. This process has been refined, refined, and then refined again until it’s perfected. We’ll put together a clear roadmap, understanding the current state of your site and presence, then carving out the path forward.

On-Page SEO

On-page optimization is the foundation. Without it, even great content won’t perform. We refine:

• Titles and headers so they match what people are actually searching.
• Metadata that not only ranks but also gets clicks.
• Schema markup that signals your practice areas to Google.
• Internal links that guide clients — and search engines — through your site.

Local SEO

For most law firms, local visibility makes or breaks the pipeline. That means:

• Optimizing your Google Business Profile so it shows in the map pack.
• Building citations in trusted directories like Justia, Avvo, and FindLaw.
• Creating city-specific landing pages that capture “near me” searches.
• Encouraging and managing client reviews — one of the strongest local ranking signals.

Local SEO is often where the first call happens. If you’re not visible in the map pack, you’re invisible to most prospects.

Content Marketing

Clients hire lawyers they trust. And trust starts with information.

We develop content designed to answer the exact questions clients are typing into Google. That means:

• Practice area pages. Explaining your services in plain English, not legal jargon.
• Blog posts. Covering timely issues — like “What to do after a car accident” or “How is child custody decided in [state].”
• FAQs. Capturing long-tail queries like “How much does a DUI lawyer cost in Texas?”
• Guides. In-depth resources that establish your firm as an authority.

Example: An estate planning firm we worked with published a “Beginner’s Guide to Living Trusts.” It became their most visited page and now drives dozens of new leads each month.

Link Building

Backlinks remain one of Google’s strongest signals of authority. But not all links are good links. We focus on quality:

• Legal directories and bar associations.
• Guest articles on respected industry sites.
• Mentions in local publications.

Strong backlinks tell Google your firm is credible — and push you above weaker competitors. Backlinks are one of the hardest parts of ranking your website in Google. Whenever you are considering a new vendor, always ask, “what is your backlink strategy?”

Ongoing Reporting

At the end of the day, SEO isn’t about clicks or impressions. It’s about new cases. That’s the only metric that really matters to your firm — and it’s the one we focus on.

Every month, you’ll receive a detailed report that breaks down every single lead we’ve generated:

• Calls. How many, where they came from, and which ones turned into clients.
• Contact forms. Each form tracked, so you know the exact volume of inquiries.
• Chat leads. Every conversation accounted for, down to the case type.
• Other conversions. Any way a potential client reaches you, we log it.

You’ll see traffic and rankings too, but that’s not where we stop. We tie results directly to signed clients and new cases. That way, you’ll never have to guess whether SEO is working. You’ll know.

Why Choose Matador Solutions

Plenty of agencies say they “do SEO.” Very few understand law firms.

Here’s what makes us different:

• We only work with lawyers. No distractions. No conflicting industries.
• We’re attorney-led. Wayne Cohen built a top-tier PI firm before building Matador. He knows the fight you’re in.
• We care about cases, not fluff. Rankings matter, but cases matter more. That’s what we measure.
• We’re transparent. Clear reporting. No smoke and mirrors.
• We stay compliant. You won’t risk running afoul of your state bar.

As one client put it:

“In a very few months, Matador Solutions has made my practice much more visible on the web. I now show number one on more than twice as many personal injury keywords in my target area, and my web traffic has nearly doubled.”

— Barry P. Goldberg, Attorney

What to Look for in a Lawyer SEO Agency

Not every marketing agency understands how law firm SEO really works. Many promise rankings but can’t deliver cases. If you’re considering partners, here’s what to watch for:

• Legal focus. The rules for attorneys aren’t the same as selling products online. You need an agency that knows bar regulations, understands legal competition, and speaks your clients’ language.
• Proven results. Ask for case studies. Real ones. Not just traffic charts, but examples of firms that grew their caseload through SEO.
• Lead tracking. Rankings are nice, but calls and signed cases matter more. The right partner will show you every call, form, and chat they generate — and tie it back to new clients.
• Transparency. If an agency can’t explain what they’re doing, that’s a red flag. You should know where your money is going and why.
• Ethical practices. Shortcuts may get you quick wins, but they can also get you penalized. Make sure your agency uses strategies that will stand the test of time.
• Experience in your practice area. PI, family law, bankruptcy, immigration — each has its own challenges. Look for an agency that can show they’ve succeeded with firms like yours.

Choosing the right SEO company isn’t just about marketing. It’s about finding a partner who understands that at the end of the day, the only thing that matters is whether you’re getting more cases.

Results We’ve Delivered

The wins speak for themselves.

• Law Office of David A. DiBrigida (NJ). Before: limited visibility, only a trickle of calls. After: inbound calls up 176% in under a year — from 64 to 177. More than 650 new backlinks built. Multiple high-value keywords now ranking top 10. A quote directly from David DiBrigida, Esq: “The monthly review of your marketing campaign is with a live person that is knowledgeable and ready to take as much time as needed to answer your questions and help you grow. I have seen steady progress in my marketing results and I am currently opening more files than ever before. I highly recommend Matador to any attorney!”
• Carpenter & Lewis PLLC (TN). Before: a small estate planning firm buried online. After: calls up 1,947%. 100+ keywords ranking page one. A complete website rebuild plus SEO and video ads drove growth. A quote directly from Stephen Carpenter, Esq: “I’m the managing member of a law firm and I have been very pleased with the digital marketing services from Matador and all of the staff we have worked with have been great. We have had excellent results.”
• Hoegen & Associates P.C. (PA). Before: no meaningful online presence. After: 300% lead growth in five months, 37 high-value keywords ranking page one, 600+ calls from Google Business. A quote directly from David DiBrigida, Esq: “We work with our contacts at Matador on a weekly basis when we want to add or modify or update things. That availability has helped our business grow substantially, so much so that we’ve added a new lawyer to the firm.”
• Silverman Law Office PLLC (MT). Before: underwhelming organic traffic. After: traffic up 110%. Over 100 keywords in top-10 positions. 1,440 backlinks added. A quote directly from Joel Silverman, Esq: “It was shocking to see how quickly the team was able to get us moved up in the rankings for organic searches.”
• Leinart Law Firm (TX). Before: traffic plateaued, calls stagnant. Spending $10,000 with nearly nothing to show for it. After: calls jumped from 382 to 953 monthly. 2,700 backlinks built. Nearly all target keywords are now top-ranked and generating real business for the firm.

Practice Areas We Support

Every practice area demands a different strategy. We tailor campaigns to match.

Personal Injury Lawyer SEO

Highly competitive. Some of the most expensive ads online. Winning in PI SEO requires strong backlinks, fast sites, and aggressive content strategies targeting terms like “car accident lawyer” and “slip and fall attorney.” We even wrote the guide to SEO for personal injury lawyers.

Divorce & Family Lawyer SEO

Family law is personal. Clients are emotional, often stressed, and looking for trust. Our approach emphasizes empathetic content, local search optimization, and reviews that build credibility.

Estate Planning Lawyer SEO

Estate planning clients research heavily. SEO here is about education. Long-form guides, FAQs, and evergreen content help establish your firm as a trusted authority.

Criminal Defense Lawyer SEO

Clients need help fast. They’re searching at night, on their phones, often in crisis. That means local SEO and mobile optimization are critical. Page speed and clear calls to action make all the difference.

Employment Lawyer SEO

Employment law searches often involve complicated situations. Our strategies focus on producing content that simplifies complex topics and positions you as the go-to resource.

Immigration Lawyer SEO

Immigration requires both national and local targeting. Many clients also search in multiple languages. We help firms capture those opportunities with multilingual content and structured resources.

Bankruptcy Lawyer SEO

People searching for a bankruptcy lawyer are often under stress. They’re worried about debt, their home, or even their job. They don’t want to dig through ten pages of Google — they want help fast. That’s why showing up on page one matters so much.

Bankruptcy SEO focuses on making sure your firm is visible when someone types searches like “Chapter 7 lawyer near me” or “bankruptcy attorney [city].” It’s about clear content that explains the process, local optimization that puts you in the map pack, and trust signals — like reviews — that give people confidence to call.

Done right, SEO doesn’t just bring traffic. It brings qualified leads from people ready to take the next step.

The Future of SEO and How We Lead With AIO

Search is changing — fast. Google is rolling out AI Overviews (AIO). Voice assistants are answering questions directly. Algorithms are shifting toward natural language.

What does that mean for law firms? It means SEO isn’t just about ranking for keywords anymore. It’s about being the trusted source AI pulls from.

At Matador, we’re preparing firms for the next decade of search:

• Structuring content so it’s picked up by AI-generated summaries.
• Targeting conversational queries for voice search — “How much does a DUI lawyer cost in Dallas?” instead of just “DUI lawyer Dallas.”
• Staying ahead of Google’s Helpful Content updates so your site doesn’t get buried.

Most agencies are still selling SEO like it’s 2015. We’re not. We’re building strategies that keep law firms visible in 2025 — and beyond.

FAQs

How long does SEO take for law firms?

Most firms see traction within 3–6 months. Bigger wins often show in 6–12 months.

How do reviews impact law firm SEO?

Reviews play a huge role in local search. Google weighs both volume and quality. A steady stream of authentic client reviews boosts both rankings and trust.

Do solo attorneys benefit from SEO the same as large firms?

Yes — sometimes more. Solo and small firms can compete locally with smart, targeted SEO strategies. You don’t need a national presence to dominate your market.

How do you measure ROI?

We don’t stop at traffic. We measure calls, form fills, and signed cases — so you can see exactly how SEO drives growth.

Can SEO replace paid ads?

It can reduce your reliance on ads, but most firms use a mix. SEO gives you stability. Ads give you immediacy. Together, they work best.

Get Your Free SEO Audit

Your next client is searching for a lawyer right now. The question is whether they’ll find you — or your competitor.

Matador Solutions helps law firms win visibility on page one. More calls. More consultations. More cases.

Click here to contact us today.

No cost. No pressure. Just a clear, detailed look at how to improve your visibility and grow your firm.