SEO for lawyers.

Three quarters of firms have one or two lawyers (NOvA, the Netherlands Bar). You stand out through depth, and that depth needs to be visible. With SEO for lawyers, we put your specialism at the top of Google and AI search engines.

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Personal & Local
MORE CLIENTS FROM EVERY SEARCH
GOOGLE PARTNER
WEBFLOW PARTNER
SEMRUSH CERTIFIED
GOOGLE AI PROFESSIONAL
Phase 01: Visible

Found by clients

Strong SEO puts your practice area page at the top of Google. People with an urgent legal issue find your firm straight away, exactly when it matters.

Dominic Pietersz - Search Engine Specialist
Someone seeking legal help rarely picks the biggest firm — they pick the one that understands them. That judgement is made online, often with the very first search. We work thoroughly on your visibility, so your expertise is found first — and your firm wins the cases that suit it.
Dominic Pietersz Your dedicated point of contact
SEO and GEO make you visible

How your firm gets found everywhere — in Google and in AI.

What is SEO for lawyers? The full set of technical, content and authority optimisations that help you rank higher for the practice area search terms people seeking legal help actually use. Your client searches more broadly than Google alone today: they ask ChatGPT, Gemini or Perplexity and get one answer with a handful of firms. If you are among them, they call you.

Legal searches are subject to the strictest authority checks there are. Generative Engine Optimisation (GEO) therefore sets down who you are, what you specialise in and what your statements are based on. Only then do ChatGPT, Gemini and Perplexity cite your firm as a source.

ChatGPT Google Gemini & AI Overviews Perplexity
Two audiences, one approach

One area of law or a broad practice — we focus on the cases that suit you.

Specialist firm

The authority in your area of law

For specialist firms that want to become the authority in their area of law.

  • A steady flow of cases that match your specialism
  • Break-even within 6–9 months as the target
  • Visible from the first legal question to the intake
  • Lower cost per client than advertising or buying leads
Full-service firm & partnership

More authority across areas of law

For full-service firms and partnerships building their authority across several areas of law.

  • Brand authority (E-E-A-T) that Google and AI trust
  • Your firm recommended in AI search engines
  • Practice area pages that lead to an intake meeting
  • Direct contact with the specialist himself
Complete service package

All your online growth under one roof

A complete approach that puts your law firm at the top — in Google and in AI.

01

AI search engine optimisation (GEO)

Someone puts their case to an AI. Your firm comes up as the specialist.
02

SEO

At the top for your area of law, including the questions that come before it.
03

SEO Copywriting

Clear language about complex matters. Persuasive and citable.
04

Content marketing

Every legal question explored in depth, further than a language model gets on its own.
05

Google Ads (SEA)

Campaigns at the moments someone is really looking for legal help.
06

Web development

A site that radiates authority in the first second and captures the intake.
07

Landing pages

A page per area of law that brings in the right cases.
08

Email marketing

Follow-up that turns a first question into a case.
Market dynamics in the legal sector

SEO for lawyers, tailored to the dynamics of the legal profession

In the legal profession, trust is everything, and that trust is decided online, often with the very first search. That is the moment you want to be found, in Google and in AI answers. The same goes for civil-law notary firms, and you can read more about that in SEO for civil-law notaries.

Personal injury

Personal injury firms capture the high-urgency search terms around claims and liability.

Corporate law

In corporate law, businesses look for advice on concrete issues, and that is where we focus.

Family law

Family law firms win the trust that people in a sensitive situation are looking for.

Names protected. Results proven.

Discretion is part of the job, and that applies to these figures too. That is why the names stay protected.

Anonymised results from the legal sector

SectorPersonal injury
SegmentNiche firm
ChallengeStanding out among firms competing for the same area of law.
Results
+25 to 50% intake requestsin the first year, while the market shrinks by 2.5% a year
SectorCorporate law
SegmentBusiness
ChallengeBeing found on search terms with real legal urgency.
Results
Core keywords firstin core areas of law — where the buying intent is
SectorFamily law
SegmentPrivate clients
ChallengeShowing proven authority in a sensitive field.
Results
Mentioned in AIas a source in ChatGPT and Gemini (GEO)

Anonymised industry profiles that reflect the methodology. We discuss actual figures and context confidentially per project — company names stay protected.

Prefer the strategy behind the figures?

The mechanism behind the result. We send you the SEO Blueprint for your sector: what your clients search for and how a smart SEO/GEO network turns that into enquiries.

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Ask the AI
The AI recommendation in your region
1Recommended
2
3

GEO visibility

0%
VisibleRecommended

Illustrative: you as the go-to recommendation in Google and AI.

BLUEPRINT

Frequently asked questions

Questions lawyers ask me

  • Yes. The rules of conduct ask for communication that is businesslike and factual and that keeps the focus on your own firm. Everything we build fits within those boundaries — expert content, demonstrable specialisation and clear information about your practice.

  • That is the whole point of choosing the right search terms. Someone who types 'personal injury lawyer employer liability' has a very different case from someone who searches for 'free legal advice' — we focus on the first kind.

  • Most programmes start between €750 and €2,500 per month, depending on your area of law and the competition. You invest in technology, expert content, link building and GEO, with monthly reporting and full flexibility.

  • That is right. Legal topics fall under the strictest quality checks there are, because the wrong advice can really harm someone. Named authors, stated specialisations and cited sources are the key — and that works in your favour.

  • You usually see the first movement within 2 to 4 months, with substantial growth in cases typically within 6 to 12 months. A sharply defined area of law moves faster than a broad generalist profile.

  • AI visibility means AI assistants mention your firm when someone asks for advice. More and more people seeking legal help put their situation to ChatGPT first. GEO (Generative Engine Optimisation) makes sure such a model cites your firm as a source, because your expertise is set down in a form it can use.

A free chat with Dominic?

Quick and direct — you get the specialist on the line straight away.

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Strong local visibility too

Discover our local SEO, GEO and AEO per city.

Dominic Pietersz

Free opportunity analysis.

Start today. Get a free, no-obligation opportunity analysis worth €416. Talk about your growth opportunities.
  1. 1Visibility in Google
  2. 2Visibility in AI answers
  3. 3Speed and technology
  4. 4Your strongest competitors
  5. 5Your growth goal
    Discuss
    Discuss
    Discuss
    Goal: DiscussTime to claim that extra market share.Please note that this calculation is an indication based on the details entered. No rights can be derived from it.
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Services for lawyers

What we most often take on for lawyers.

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