For lawyers
Authority-grade websites for serious firms.
Legal clients are researching, scared, and skeptical. I build sites that demonstrate competence in the first ten seconds — and Local SEO that puts you above the directory listings clogging your category.
The reality
What I see most law firms get wrong online.
Legal is the most competitive Local SEO category in the country. In Riverside, every personal injury, family law, criminal defense, and estate planning keyword is contested by firms with five- and six-figure monthly marketing budgets. To make matters worse, the SERPs are dominated by directory aggregators (Avvo, FindLaw, Justia) that absorb organic clicks before they reach actual firm websites.
Winning in this environment requires precision. The site has to communicate trust instantly — credentials, case results (where ethics rules allow), bar association memberships, real photographs of the actual attorney, plain-English explanations of the practice area. The SEO has to target high-intent long-tail queries the aggregators don’t bother chasing.
I do exactly that, while staying inside the strict ethics rules of the State Bar of California regarding attorney advertising.
Numbers that matter
Search competition
Legal CPCs in the Inland Empire often exceed $80 per click for top categories.
Directory dominance
Avvo, FindLaw, and Justia frequently occupy 4–5 of the top 10 organic results.
Client research time
Legal clients view an average of 3–4 firm sites before contacting one.
Trust thresholds
Credentials, case results, and real attorney photos triple conversion vs. stock imagery.
The approach
How I build for law firms.
01
Ethics-compliant copywriting
Every word follows California Rules of Professional Conduct 7.1–7.5 on attorney advertising — no testimonials that imply guaranteed outcomes, proper disclaimers on case results, no comparative claims that can’t be substantiated.
02
Practice-area depth
Each practice area gets a dedicated page with substantial, genuinely useful content — what the law actually says, what the process looks like, what clients should expect. Substance beats sloganeering for ranking and for converting.
03
Long-tail keyword strategy
Instead of fighting ‘personal injury attorney Riverside’ head-on against six-figure budgets, I target ‘motorcycle accident lawyer Eastvale,’ ‘DUI defense attorney Jurupa Valley,’ ‘estate planning attorney Corona’ — long-tail queries the directories don’t prioritize and where booked-case rates are higher.
04
Trust signals over slogans
Bar admission years, certifications, professional memberships, real photographs, named attorney bios with verifiable credentials. The visual language of a serious firm — not a marketing agency’s idea of one.
Keyword targets
The kinds of searches I rank you for.
A small sample of real, locally-modified intent queries from the keyword research process. Your actual target list will be longer and tuned to your specific service area.
- ⌕personal injury lawyer riverside
- ⌕dui attorney corona
- ⌕estate planning attorney moreno valley
- ⌕family law attorney inland empire
- ⌕criminal defense lawyer riverside ca
- ⌕workers comp attorney near me
FAQ
Common questions from law firms.
Yes. Every word I publish for a California firm is screened against Rule 7.1 (communications about a lawyer’s services), 7.2 (advertising), 7.3 (solicitation), and 7.4 (communication of fields of practice). I do not use language that creates unjustified expectations, comparative claims that can’t be factually substantiated, or testimonials that imply guaranteed outcomes.
Yes. Multi-practice firms typically perform best with a hub-and-spoke architecture: a main firm page that establishes brand, then dedicated practice-area pages that each compete for their respective keyword cluster, then attorney bio pages that build personal authority for individual partners.
I write case results as factual recitations of outcomes — ‘$1.2M settlement in a 2023 truck collision case, Riverside County’ — paired with the required California disclaimer that prior results do not guarantee future outcomes. The format is structured, ethics-reviewed, and adds Schema.org markup that helps Google understand the firm’s legitimate track record.
Rank above the aggregators.
Avvo doesn’t deserve to be ranked higher than you on the queries that matter. Let’s build the site and the SEO program that fixes that.