SEO for law firms on WordPress

Pages every law firms site needs

• Practice area pages. A page per practice area, and per important sub-type where searches differ ("child custody" is not "divorce"). Each should say which state or courts it covers.
• Attorney bio pages. Bar admissions, education, years in practice, notable matters you can disclose and publications. These pages carry the E-E-A-T for the whole site.
• Office location pages. One page per office with its own address, phone and directions, matching its Business Profile. Offices you do not staff should not get one.
• Legal guides. Plain-language explanations of a process, such as what happens after an arrest in your state, written or reviewed by a named attorney.
• Case results page. Outcomes you are permitted to publish, with the disclaimer your jurisdiction requires. It answers "have you handled a case like mine?"

Jurisdiction is part of the topic

A page titled "How long does probate take?" competes with every legal site in the country. "How long probate takes in Florida" is a question your firm can answer better than a national publisher, and it is the version a local client actually has.

Name the state in titles, headings and the first paragraph of practice pages and guides. Cite the statute or court rule where it helps. If you practice in two states, write separate pages instead of one page that hedges. This also keeps AI answers accurate: an assistant quoting your page should not be able to apply it to the wrong state.

Credentials, bylines and the no-guarantee rule

Every guide should show who wrote or reviewed it, with a link to that attorney's bio and a last-reviewed date. Laws change, so review dates are not decoration; update the page when the statute does.

Bar advertising rules vary by state, so check yours before you publish. Common trouble spots are calling a lawyer a "specialist" or "expert" without the certification your state requires, testimonials that imply a result, and case results without a disclaimer. Never promise an outcome. Clear phrasing such as "Every case is different, and past results do not guarantee a similar outcome" keeps you compliant and reads as honest.

LegalService schema and bios

Use LegalService for the firm. schema.org still lists Attorney, but marks it as superseded by the broader LegalService. Add areaServed for the jurisdictions you cover and knowsAbout for practice areas. On each bio page, a Person with jobTitle, alumniOf, memberOf for the bar association and worksFor pointing at the firm ties the lawyer to the firm.

In Hydrogen SEO, configure the firm as Local Business on the Schema screen; per-office pages can carry their own entry from the SEO Settings sheet. Keep testimonials as visible text, since self-serving ratings on the firm's own markup are not eligible for review stars.

LegalService schema example

A starting point for your site. Replace every value with your own, and only mark up what is visible on the page.

{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "@id": "https://example.com/#firm",
  "name": "Delgado & Park Family Law",
  "url": "https://example.com/",
  "telephone": "+1-305-555-0164",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "80 SW 8th St, Suite 1400",
    "addressLocality": "Miami",
    "addressRegion": "FL",
    "postalCode": "33130",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 25.76578,
    "longitude": -80.19491
  },
  "areaServed": {
    "@type": "State",
    "name": "Florida"
  },
  "knowsAbout": [
    "Divorce",
    "Child custody",
    "Alimony"
  ],
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": [
      "Monday",
      "Tuesday",
      "Wednesday",
      "Thursday",
      "Friday"
    ],
    "opens": "09:00",
    "closes": "18:00"
  },
  "employee": {
    "@type": "Person",
    "name": "Elena Delgado",
    "jobTitle": "Attorney",
    "alumniOf": "University of Florida Levin College of Law",
    "memberOf": {
      "@type": "Organization",
      "name": "The Florida Bar"
    }
  }
}

Checklist

• Write one page per practice area and name the state it covers
• Link every guide to the attorney who wrote or reviewed it
• Show a last-reviewed date and update pages when the law changes
• Remove "specialist" or "expert" wording your bar does not permit
• Add the required disclaimer to case results and testimonials
• Create location pages only for offices you actually staff
• Use LegalService schema with areaServed for your jurisdictions
• Mark up each attorney bio as a Person with bar membership
• Keep intake forms short and avoid asking for case details in them