Answer engine optimization for law firms

Clients ask Google questions before they choose a law firm: "How much does it cost to hire you?" "Do you offer a free consultation?" "How long do I have to file?" Each of those has an answer box at the top of the results, and the business whose page is in that box gets the call. Answer engine optimization for law firms is the work of writing those answers on your site so the box is yours.

The questions your clients ask

These are the questions clients type into Google, and ask a voice assistant, in the days before they pick a law firm. Every one of them is a page or a section your site should answer outright.

How much does it cost to hire you?
Do you offer a free consultation?
How long do I have to file?
Do I need a lawyer for this?
What happens at the first meeting?
Do you handle cases in my county?

Search Console shows you which of these your site already appears for, and the People Also Ask box under a search like "how much does a divorce cost in Idaho" shows the rest.

What Google lifts into the box

Google shows a featured snippet when one passage answers the question completely: a sentence for a definition or a price, a numbered list for steps, a table for a comparison. It takes the passage from a page that already ranks on the first page or two.

For "how long do I have to file a personal injury claim in Idaho", the box wants the number of years and the statute. A firm page that states it plainly, then explains the exceptions, holds that box.

The national sites that hold these boxes now hedge, because they have to cover every market. A law firm that answers for its own town, with its own numbers, is more specific than any of them, and Google prefers specific.

The pages a law firm needs

Most sites in this trade have one services page that lists everything and answers nothing. The answer box wants one question per heading and the answer in the first sentence under it. That means:

a page per practice area, written around the first three questions a client asks
a fees page that explains how each type of case is billed
an attorney page with admissions, courts, and years in practice

Each page opens with a two-sentence answer, then explains, then gives the reader the next step. FAQ structured data on the page tells Google which passages are the answers.

What it looks like in your report

Every month you see which of these questions your site holds the box for, which a competitor holds, and what each answer brought in visits and calls, all from your own Search Console and Google Analytics. The first month is a baseline; most clients hold their first boxes in the third.

Questions people ask

Can a law firm really win the box against national sites?

Yes, for the local version of the question. Google prefers a page that answers "do you offer a free consultation" for your town with your numbers over a national page that hedges. The general question stays with the national sites; the one your clients type does not.

Do we need a blog for this?

No. The answers belong on your service pages, where the person who reads them can book. A blog helps only if each post answers one real question.

How long before we hold a box?

Four to twelve weeks after the page ranks for the question. If your pages are not ranking yet, the search work comes first, and we run both as one program.

Want this done for your law firm?

Tell us about your business. We will review your site, your Google Business Profile, and what the assistants say about you now, and reply with what we would do first.

Let’s talk