Industry · Law firms
Growth for law firms: be the calm, precise answer when trouble starts
People look for a lawyer at a stressful moment, often late at night, starting with a question rather than a name: "can my employer do this", "how long does a divorce take". We write practice pages that answer those questions precisely and send people to you, keep the firm's and its lawyers' Google profiles accurate, and keep every ad and page inside the professional rules of your bar.
How people find a lawyer
The first search is a problem, not a firm: a dismissal, a dispute with a landlord, a contract that went wrong, a family matter. People read one or two explanations, then look for someone nearby or someone who handles exactly that kind of case. Recommendations still matter, but they are checked online: the firm's site, its Google profile and its reviews.
AI assistants are now part of that first step. Google states that there are no extra requirements to appear in its AI features: the usual SEO basics apply. For other assistants, we also publish a short fact sheet (llms.txt, a proposed standard) and allow AI crawlers in robots.txt. None of this can be controlled; clear, sourced pages are what gets reused.
What we do for a law firm
- Practice pages, one question each: the answer in the first sentence, the legal basis linked to the official text, the limits of a general explanation, and how to reach the right lawyer. Reviewed by a lawyer of the firm before anything goes live. See SEO and AI search.
- Google Business Profile for the firm and, when allowed, for lawyers: Google accepts profiles for individual practitioners, lawyers included, who have a public-facing role and can be reached at the verified location during stated hours; one profile per lawyer, not one per specialism. See local SEO.
- A contact page that respects confidentiality: a short first-contact form that asks for no details of the case, wired to the firm's own inbox or CRM.
- Search ads only where the rules and the economics allow: a few exact searches for the practice areas you want to grow, a daily cap, and wording checked against your bar's rules before launch. See Google Ads.
Professional rules come first
Lawyers' advertising is governed by their own professional rules, which differ by country and sometimes by bar. In France, article 15 of the lawyers' code of conduct (decree no. 2023-552 of 30 June 2023) allows advertising and personalised solicitation if they give sincere information about the services and respect the essential principles of the profession; they must contain no comparative or denigrating element, and personalised solicitation is limited to post or email, never text messages.
In other countries the rules can be much stricter. We do not guess: before any work, we ask you which rules apply to your firm, and every page and ad is written within them and approved by you.
Platform rules add a layer. Meta's advertising standards forbid ads that assert or imply a personal attribute of the viewer, such as a criminal record or a health condition: "Charged with a crime?" is out; "Criminal defence lawyers, first meeting by appointment" describes the service instead.
What we need from you
- The practice areas you want to grow, and those you do not take.
- The professional rules that apply to your firm, and a lawyer who reviews every page and ad.
- Manager access to the firm's Google profile and website, and ad accounts in the firm's name.
- A response time you can keep for new enquiries, stated honestly on the contact page.
Questions we get
Can you publish client reviews or case results on our site?
Only within your professional rules and with what is true and permitted. We never write or buy reviews, and we do not publish results that suggest an outcome is guaranteed.
Who is responsible for what the pages say about the law?
The firm. We research, draft and cite the official sources; a lawyer of the firm reviews and approves every page before it goes live.
Is Google Ads worth it for a small firm?
Sometimes. Some legal searches are very expensive to buy. We start with the pages and the Google profile, then test a small capped campaign only on searches where one new client clearly covers the cost.
Can you make us appear in ChatGPT or Google's AI answers?
No one can promise that. We make your pages easy to understand and quote, which is what these systems rely on, and we report what we can measure.
Sources
- Légifrance: decree no. 2023-552 of 30 June 2023, lawyers' code of conduct (article 15) (checked 2026-10-06)
- Google Business Profile guidelines (individual practitioners) (checked 2026-10-06)
- Google Search Central: AI features and your website (checked 2026-10-06)
- llmstxt.org: the llms.txt proposal (checked 2026-10-06)
- Meta Advertising Standards: privacy violations and personal attributes (checked 2026-10-06)