+1,238%increase in calls
Vernsten Law
Eric Vernsten
Divorce & Family Law Attorney
“I have so many leads I can barely service the business.”Explore the story →
LAW FIRM MARKETING
Law firm SEO for the cases you want to attract
Practice-area content, technical SEO, and authority that help the right clients discover your firm.
A clear plan. A dedicated partner. Measurable progress.
THE PROOF IS PERSONAL
Hear from the attorneys themselves.
+230%increase in calls
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Zachary Gold
Managing Attorney · Immigration Law
“In just 3 months, we jumped to the number one organic spot.”Explore the story →
$45Kless ad spend per month
Ticket Crushers
Adam Cohen
Ticket Crushers Law · California
“We were able to turn off all paid marketing and rely entirely on his SEO.”Explore the story →
EVIDENCE FROM A REAL CAMPAIGN
See what changed in a real campaign
The evidence we can publish for this campaign is a local grid scan, not an organic ranking report: it shows where the firm appeared in Google Maps across Rockford, before and after. The organic side of the same campaign, including the Business Profile search-terms report behind it, is on the case study.
Divorce & family law · Rockford, Illinois
Vernsten Law: from positions 8 to 20 up to #1 across Rockford.
SEARCH TERM“Divorce lawyer Rockford”
Each dot is a search location. The number is the firm’s position in Google Maps at that spot: 1 means first. Lower numbers mean greater visibility.
Before 169 search locations · positions 8 to 20
- Positions 1–30
- Positions 4–105
- Positions 11–20164
- No ranking0
After 169 search locations · position 1 at every one
- Positions 1–3169
- Positions 4–100
- Positions 11–200
- No ranking0
Vernsten Law, Rockford, Illinois, for the search “Divorce lawyer Rockford”. Both scans cover the same 13 × 13 grid of 169 search locations across the city, and the number inside each circle is the firm’s position in Google Maps at that point, where 1 is first. The firm reports the campaign against September 2025 to January 2026 compared with the same five months a year earlier. Local Falcon does not print the scan radius or the capture dates on these exports, so read the pair as before and after the campaign rather than as two named days.
A PLAN YOU CAN FOLLOW
Build a search presence that works together.
Find relevant demand
Separate searches for matters the firm wants from work it does not take. Prioritize practice areas and locations the firm can realistically win this year, so the plan reflects relevant demand instead of traffic with no path to a case.
Build a strong foundation
Build a fast, linked page for every practice area and office. Explain the legal process, likely cost and typical timeline on each relevant page, so worried readers get useful answers and search engines can reach the full site.
Earn relevant trust
Name the attorney behind each practice page and connect their bar profile, court admissions and relevant writing. Support the firm with mentions from legal directories, local press and client reviews, giving readers and search independent reasons to trust it.
Measure qualified cases
Follow organic visits through consultations held, matters intake judged worth taking and retainers signed. Read those outcomes by practice area and location, so progress is measured through qualified cases rather than rankings or traffic alone.
WHAT IS WORTH RANKING FOR
Own the searches that match your practice
A firm cannot rank for everything, and the firms that try end up ranking for nothing anyone hires over. The work starts by deciding which matters you actually want more of and which places you actually serve, then building one good page for each of those instead of forty thin ones. The map below is what that decision looks like written down, and it is also the argument against the city-page factories this industry keeps selling.
Divorce and family law
The markets worth ranking in: The city the office is in, plus the two or three places clients actually travel from. The pages that do it: One page for the matter, and a page per market you genuinely serve. Why not more: A page for every town in the county is thirty near-identical pages nobody can tell apart, Google included.
Criminal defense
The markets worth ranking in: The county, because the court is what people search around. The pages that do it: A page that names the courts and the offenses you handle. Why not more: Offense-level pages only where the process really differs, never to multiply keywords.
Personal injury
The markets worth ranking in: The city, and any market where the firm has actually handled matters. The pages that do it: A page per injury type where the claim process is genuinely different. Why not more: Claiming a market you have never worked in collects inquiries you then have to turn away.
Estate planning
The markets worth ranking in: The city, plus wherever the referral relationships already are. The pages that do it: One page per service, written for the decision rather than the keyword. Why not more: This work arrives on referral more than on search, so the page confirms rather than competes.
Sample practice areas and markets. Build the live map from matters the firm accepts and the places those clients live, using the intake record as the source.
A FEW THINGS YOU MAY BE WONDERING
Good questions. Clear answers.
How do you choose practice-area keywords?
From the matters you want more of and can actually take, weighed against how competitive each one is. A firm thriving on divorce work does not need another page about injury cases it refers out.
How does organic SEO work with local SEO?
Local wins the map pack near your offices; organic reaches the research and comparison searches across the wider market. Practice pages feed both, so one content plan serves the whole strategy.
How long does a law firm SEO strategy need?
Technical and profile fixes can show within weeks. Competitive practice-area terms usually need several quarters, so milestones are staged and progress is judged on relevant inquiries, not a promised date.
Do we need a separate page for every city?
Only where you genuinely serve that market and can say something specific about it. Mass-produced near-duplicate city pages dilute a site; a handful of real ones outperform fifty thin ones.