Law firm SEO services, Australia
Someone in Parramatta facing a property settlement, a worker in Geelong sacked last week or a family on the Gold Coast sorting out a deceased estate will usually search before they ring anyone. We build the practice pages, suburb pages, office profiles and costs information that help your firm win that search, checked against the conduct rules of the state you practise in. Every month is reported as enquiries, first consultations and new matters opened from organic search.
$3,000 a month (about AUD 4,600), ex GST, proxy price
Customer success journey
Pick the practice profile closest to yours, replace the sample figures with your own, then move through the year month by month: what we deliver, what you should start to notice, and what remains the practice's property. The charts and the pipeline show enquiries, consultations and new matters on an expected and a conservative path, drawn to one scale.
Practice with a CBD office and a suburban branch. For example a Sydney firm with a second office in Parramatta, or a Melbourne firm with a branch in Dandenong, doing family law, wills and estates and property work. Most matters come from referrals and past clients, and the suburban branch barely shows in search. Visits and fees are sample numbers (fees about AUD 4,500). Visit to enquiry is a 3.5% assumption, about half the Ruler Analytics legal organic rate, because the branch pages are thin. Enquiry to new matter is a 15% assumption.
Personal injury practice in Queensland. Queensland limits how personal injury services may be advertised, so pages have to inform rather than sell, which lowers the share of readers who call. Visits and fees are sample numbers (fees about AUD 12,000 per matter on a no win no fee basis). Visit to enquiry is a 3% assumption. Enquiry to new matter is a 10% assumption, because many callers do not have a claim worth running. Lag is a 2-month assumption, for the liability review before a costs agreement is signed.
Employment practice acting for employees and employers. Dismissed employees search fast because an unfair dismissal application to the Fair Work Commission has a 21-day limit, and employers search when a claim lands. Visits and fees are sample numbers (fees about AUD 5,500). Visit to enquiry is a 5% assumption. Enquiry to new matter is a 12% assumption, since many callers want a free opinion only.
Migration practice with clients who search in other languages. A practice in Melbourne, Sydney or Perth advising on partner, skilled and employer sponsored visas, where many clients read Mandarin, Punjabi or Arabic first. Visits and fees are sample numbers (fees about AUD 4,000). Visit to enquiry is a 4.5% assumption. Enquiry to new matter is an 18% assumption for clients who already know the visa they want.
Analytics, call tracking and each Business Profile are opened under the practice's own logins in the first week.
The test findings and a fix list your reception and intake staff can work through themselves.
A listings sheet with every login and the exact office details used across the web.
Page templates your team can reuse for a new office or practice area.
A written review routine your staff follow when each matter closes.
A library of answers your intake team can send by email or SMS.
The media list and the data files, kept on the practice's own drive.
Booking rules, forms and follow-up templates inside the practice's own systems.
A channel report a managing partner can read in five minutes.
A launch checklist for each new office or language.
The prompt list and each month's results.
The revised intake script.
Every page, profile, report and process. If the contract ends, all of it stays with the practice.
Expected and conservative use the ramps in the assumptions panel. Month 0 is your input with no change.
Non-branded, from your analytics
From organic visits a month
From enquiries by phone, web form and chat, month 0 to the month shown
Three columns for the three steps a client takes with your practice. Move the month slider and each column fills with the enquiries, first consultations and new matters the planning model calculates for that month, expected and conservative paths side by side. Australian practices tend to leak work between the first and last column in predictable places: a call to the Sydney office at 5.30pm from someone in Perth, a contact form nobody owns, a costs estimate sent and never followed up.
87.5Conservative 87.5
33.9Conservative 33.9
13.1Conservative 13.1
Each filled dot stands for 10, expected case, in every column.
The first column is enquiries by phone, web form and chat and the last is new matters opened, both from the model. The stages between are spaced evenly between those two numbers, which is an assumption, not a benchmark.
This is a planning model built from your inputs and from public benchmarks, most of them published by agencies and software vendors. It is not a forecast, a promise or a guarantee of rankings, enquiries, consultations, new matters or fees. Earlier results of any business, including the in-house result shown on this page, do not guarantee a similar result for your practice.
| Month | Organic visits a month, cons. | Organic visits a month, exp. | Enquiries by phone, web form and chat, cons. | Enquiries by phone, web form and chat, exp. | New matters opened, cons. | New matters opened, exp. | Fee value of new matters, cons. | Fee value of new matters, exp. | Cumulative, cons. | Cumulative, exp. |
|---|---|---|---|---|---|---|---|---|---|---|
| 0 | 2,500 | 2,500 | 87.5 | 87.5 | 13.1 | 13.1 | $38K | $38K | $38K | $38K |
| 1 | 2,500 | 2,500 | 87.5 | 87.5 | 13.1 | 13.1 | $38K | $38K | $77K | $77K |
| 2 | 2,500 | 2,525 | 89.3 | 91 | 13.1 | 13.1 | $38K | $38K | $115K | $115K |
| 3 | 2,550 | 2,600 | 92.8 | 98.3 | 13.4 | 13.7 | $39K | $40K | $154K | $155K |
| 4 | 2,600 | 2,725 | 96.5 | 108 | 13.9 | 14.7 | $41K | $43K | $195K | $198K |
| 5 | 2,675 | 2,900 | 101 | 120 | 14.5 | 16.2 | $42K | $47K | $237K | $246K |
| 6 | 2,775 | 3,125 | 107 | 135 | 15.2 | 18 | $44K | $53K | $282K | $298K |
| 7 | 2,900 | 3,375 | 114 | 150 | 16 | 20.2 | $47K | $59K | $329K | $357K |
| 8 | 3,025 | 3,650 | 121 | 166 | 17.1 | 22.5 | $50K | $66K | $378K | $423K |
| 9 | 3,175 | 3,950 | 129 | 184 | 18.1 | 24.9 | $53K | $73K | $431K | $496K |
| 10 | 3,325 | 4,275 | 137 | 202 | 19.3 | 27.6 | $57K | $81K | $488K | $576K |
| 11 | 3,450 | 4,600 | 144 | 221 | 20.6 | 30.3 | $60K | $89K | $548K | $665K |
| 12 | 3,575 | 4,925 | 149 | 236 | 21.6 | 33.1 | $63K | $97K | $611K | $762K |
For each month m from 0 to 12: Organic visits a month(m) = V0 x VisitRamp(m). Enquiries by phone, web form and chat(m) = Organic visits a month(m) x C0 x ConversionRamp(m). New matters opened(m) = Enquiries by phone, web form and chat(m minus L) x P. Fee value of new matters(m) = New matters opened(m) x Average professional fees per matter (USD). Cumulative fee value of new matters = sum of fee value of new matters from month 0 to m. Before month L, new matters opened come from the month 0 level of enquiries by phone, web form and chat.
Each ramp is a multiplier on month 0, one per month. Month 0 is 1.00. Every multiplier is an assumption and is editable below.
| Multiplier | M0 | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | M10 | M11 | M12 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Visit ramp, expected | |||||||||||||
| Visit ramp, conservative | |||||||||||||
| Conversion ramp, expected | |||||||||||||
| Conversion ramp, conservative |
This is a planning model built from your inputs and from public benchmarks, most of them published by agencies and software vendors. It is not a forecast, a promise or a guarantee of rankings, enquiries, consultations, new matters or fees. Earlier results of any business, including the in-house result shown on this page, do not guarantee a similar result for your practice.
| In your model | Today (month 0) | Month 12, conservative | Month 12, expected |
|---|---|---|---|
| Organic visits a month per month | 2,500 | 3,575 | 4,925 |
| Enquiries by phone, web form and chat per month | 87.5 | 149 | 236 |
| New matters opened per month | 13.1 | 21.6 | 33.1 |
| Fee value of new matters per month | $38K | $63K | $97K |
| Cumulative fee value of new matters, months 0 to 12 | $499K if month 0 holds | $611K | $762K |
| Area | Today | Month 12 |
|---|---|---|
| Source of work | Nobody can tell which matters began with a search | Each enquiry carries its page or office profile in the intake log |
| Response | Missed calls and slow form replies are not counted | Missed calls and reply times per office reviewed monthly |
| Conduct rules | Advertising and costs pages written once and left alone | Rule 36, specialist wording and costs pages rechecked each quarter |
| Local maps | One profile for the CBD office, branches missing | A complete profile for every staffed office, matching every listing |
| Practice pages | One page per practice area for the whole country | Pages by practice area and suburb, approved by a named lawyer |
| Channel cost | Paid and organic judged on clicks and calls | Cost per new matter by channel and practice area |
| Ownership | Logins held by an old agency or web developer | Every account, page and report registered to the practice |
Playbook
Each card is a page type and the kind of search it answers, with your names in the brackets.
Most people search the problem and the place together. We write a page for each practice area in each suburb or city where the practice has a staffed office or a steady flow of clients, naming the court or tribunal that applies, the lawyers who do the work and how costs are charged. A lawyer at the practice approves each one.
Rule 36 of the Australian Solicitors' Conduct Rules bars advertising that is false, misleading, deceptive or offensive, and limits who may say accredited specialist. Queensland adds tight limits on personal injury advertising. We write pages that inform without overstating, and flag any line that needs a second look.
Callers want to know what a matter is likely to cost before they ring. Uniform Law states set disclosure duties above set thresholds, and clients rarely remember receiving costs information. We turn that duty into clear costs pages that also rank, with GST and disbursements shown separately.
The map results usually show three practices. Each staffed office gets a complete profile with practice categories, real opening hours and the same details used on your state law society listings. Addresses where nobody from the practice works are left out, since Google's guidelines do not allow them.
Millions of Australians use a language other than English at home, and migration, family and property clients often search in that language first. We publish pages in a second language only where a lawyer at the practice advises in it, so the call that follows can be handled.
A ranking is wasted when the phone rings out at 5.30pm or a costs estimate is never followed up. We tie enquiries to pages, test every office line and form, and report missed calls and reply times next to rankings.
Proof
43x
Before CMBD, the founder led SEO and paid search in-house at Brain Station 23, a software development and IT services company. The order was measurement first, then the pages nearest to an enquiry, then links and conversion work, and inbound pipeline grew 43x over eight months. It was an IT company, not a law practice, and it combined SEO with paid search, so treat it as evidence of the method rather than a legal result.
Source: Brain Station 23 internal data, founder's in-house role; published as a multiple only
S & F Consulting, a company formation, licensing and accounting consultancy and a CMBD client
Real keywords for S & F Consulting, each with its Google position and the country searched from. S & F Consulting is not a law firm; CMBD has no law firm case study yet. Positions only.
Ranked in
Source: Ahrefs organic keywords export for sfconsultingbd.com, 16 Oct 2026. Positions are Ahrefs positions on that date, shown as keyword, position and country only.
Illustration of the goal
Illustration: a Google search for your keyword, with Your brand in the first result, above Competitor 1, Competitor 2 and Competitor 3.
An illustration of the goal only. It is not a forecast and not a client result; the three competitors and positions 2 to 4 are placeholders that exist only in this drawing. CMBD does not yet have a law firm case study.
Pricing
$3,000a month (about AUD 4,600), ex GST, proxy price
Australian practices with 10+ fee earners in a capital city, in one or two practice areas
By proposal
Practices running three or more practice areas, or offices across several suburbs or regional centres
By proposal
Practices with offices in two or more states or territories, for example Sydney and Brisbane
Fit
FAQ
Months 0 to 3 go on tracking, rule checks, office profiles and page structure. Suburb and practice area searches usually move before national ones, and the planning model on this page shows an expected and a conservative path built from your own figures. Both are estimates, not promises.
Yes, within limits. The Personal Injuries Proceedings Act restricts how personal injury services may be advertised, and the Legal Services Commissioner has pursued website wording such as no win no fee claims and promotional lines. We write informational pages on the law and the claims process, and your practice should have its own adviser confirm the wording before it is published.
Yes. New South Wales, Victoria and Western Australia apply the Legal Profession Uniform Law, while the other states and territories have their own legislation. Rule 36 of the Australian Solicitors' Conduct Rules applies widely, but costs disclosure, injury advertising and fee arrangements vary, so pages for a second state are written and checked separately.
Searches like that are held by large injury firms with years of links and big budgets, and the wording itself carries rules in some states. We start with searches closest to a new matter: the type of claim, the suburb and the question. If a head term is out of reach in the first year, we tell you at the outset.
The practice does. Every account is opened under the practice's name in the first week, and every page, profile and report stays with you if the contract ends.
Not yet. Our first Australian legal client will be a pilot, with interim results published at day 90 only with the practice's consent. The evidence on this page is the founder's in-house method at an IT services company, shown as a multiple, and ranked keywords for S & F Consulting, a CMBD client in company formation, licensing and accounting, not a law firm.
We cite these as directional, and say so where a figure is secondary.
Guide
A person who needs a lawyer in Australia rarely knows one. They type the problem and the suburb into Google, open three or four practices, skim for cost and experience, and ring the one that seems to understand their situation. Law firm SEO services in Australia are the work of putting your practice into that short list and making its pages the ones that earn the call.
This guide is for partners and practice managers at firms with ten or more fee earners in a capital city. It covers how Australians look for legal help, how the state rules on advertising and costs shape what you can publish, which pages each practice area needs, what the work costs and how to measure whether it pays. Every figure carries a source, and anything we could not source is labelled an assumption. Our fee and what it covers are set out above.
Search engine optimisation for a law practice uses the same building blocks as for any service business: a fast site, pages that match what people search, a complete map listing for each office and links from sites people trust. Three things make legal work harder. The stakes for the reader are high, so search engines look closely for signs of real expertise. Every page is regulated advertising, so a phrase that would be harmless for a plumber can breach a conduct rule. And the law itself changes at the state border, so a page written for a Sydney reader can mislead someone in Brisbane or Perth.
Good legal SEO therefore starts with measurement and compliance before it starts with content. A practice that cannot tell which matters began with a search cannot judge any agency, and a practice whose pages overstate outcomes is taking a regulatory risk for traffic it may not convert. The order we follow is simple: count the enquiries, check the pages against the rules, build the pages and profiles that match how clients search, then earn links and tune intake.
The measure that matters is new matters opened, not visits. A thousand extra visits from people researching a topic for an assignment are worth less than twenty calls from people who need a family lawyer in Penrith this month. Everything in this guide points back to that line in the report.
The profession is large, growing and spread across eight jurisdictions, but most of it sits in the eastern capitals. The 2024 National Profile of Solicitors, prepared by Urbis for the Law Society of New South Wales from regulator data at October 2024, gives the clearest picture.
The most detailed recent evidence on how people find legal services comes from Victoria. The Legal Services Research Centre at the Victorian Legal Services Board + Commissioner ran the pilot Victorian Legal Understanding and Lawyer Use (V-LULU) survey and published its research brief in August 2025. Victoria is one state, and we treat its findings as indicative for the rest of the country, but they are the most useful published numbers we found.
The brief describes the internet as the gateway to legal help. For contentious issues, 59% of respondents researched services online and only 11% obtained help solely offline. Older Victorians were less likely to go online, which matters for wills and estates work, where the person searching is often an adult child rather than the client.
Search, in practice, means Google. Statcounter put Google's share of the Australian search market at 87.9% in September 2026, with Bing at 9.17%. Bing is worth a correctly verified listing, but the plan is built around Google's results and its map pack.
The V-LULU brief calls legal services credence goods: clients are poorly placed to judge the quality of the work even after a matter ends. What they can judge is how clearly the practice communicates. Fewer than 30% of people using services for contentious issues recalled receiving basic information about cost, duration or outcomes. Satisfaction was 96% where information was clear, 25% where communication was poor and 52% where there was none.
For a website, that finding is practical. A page that explains how a property settlement works, roughly how long it takes and how the practice charges is doing the job clients say is often missing. It also gives a reader the confidence to pick up the phone.
The same brief found that 39% of people seeking independent help did not get the level of help they wanted, and 28% of those who did still lacked something they needed. Part of that gap is people who never found a suitable practice. A clear, findable practice page for the right suburb is one of the simpler ways to close it.
Google treats Australia as one market. The legal profession does not. Each state and territory licenses its own lawyers and runs its own courts for most matters, and the rules on costs, advertising and fee arrangements differ. A page that reads correctly in Melbourne can be wrong in Brisbane.
New South Wales and Victoria have applied the Legal Profession Uniform Law since July 2015, and Western Australia joined the scheme on 1 July 2022. The Law Society of Western Australia noted at the time that the scheme would then cover 75% of legal practitioners in Australia. For a website the most visible effect is costs disclosure, covered below, and a shared set of conduct rules.
The other jurisdictions keep their own legal profession legislation. Queensland matters most for marketing because its Personal Injuries Proceedings Act limits how personal injury services may be advertised, and the Legal Services Commissioner enforces those limits against website content. A firm with offices in Sydney and Brisbane therefore needs injury pages written to two different standards.
Family law is federal, and most family matters run through the Federal Circuit and Family Court of Australia. Western Australia is the exception, with its own Family Court. Migration and most workplace matters are also federal, which lets a practice serve clients across states, but the client still searches for a lawyer near them, so suburb and city pages remain the entry point.
Most Australian lawyers are bound by the Australian Solicitors' Conduct Rules, and rule 36 is the one that governs marketing. The Law Society of NSW summarises it: advertising, marketing or promotion must not be false, misleading or deceptive, offensive, or prohibited by law. Rule 36.2 adds that a solicitor must not give a false, misleading or deceptive impression of specialist expertise, and the words accredited specialist may be used in advertising only by a specialist accredited by the relevant professional association.
Pages should describe the work, the process and the people accurately and avoid implying results. Case outcomes, if used at all, need context and consent. Specialist wording belongs only on the profiles of lawyers who hold the accreditation, and a practice page should say which lawyer holds it rather than describe the whole practice as specialist. We flag every line that could read as a promise and leave the final decision to the approving lawyer.
New South Wales once banned lawyers from advertising personal injury services. According to the Law Society of NSW, the Uniform Law does not include the prohibition that existed in the repealed Legal Profession Regulation 2005, and the Workers Compensation Regulation 2016 likewise does not repeat the earlier ban on advertising work injury legal services. Rule 36 still applies in full.
Queensland is stricter. Under the Personal Injuries Proceedings Act 2002, personal injury services may only be advertised within narrow exceptions. In May 2026 the Queensland Law Society's Proctor reported that the principal of a Gold Coast personal injury practice had been publicly reprimanded and fined by the Queensland Civil and Administrative Tribunal over website statements, including a free consultation and no win no fee line and promises to guide clients through their claim. The report described the exceptions as difficult to define.
For SEO this changes the page type. A Queensland injury practice can publish factual information about the law, time limits and the claims process, but promotional copy, testimonials and outcome claims carry real risk. We write those pages as plain explanations and recommend the practice has its own adviser review them before publishing.
Cost is the first question most callers ask and the information they most often say they did not receive. In the Uniform Law states, disclosure duties scale with the likely size of the matter. The Law Society of Western Australia's guide to the scheme explains that no disclosure is required where costs are unlikely to exceed $750, excluding GST and disbursements; between $750 and $3,000 a practice may use the uniform standard disclosure form; and above $3,000 full disclosure is required. A costs agreement made without proper disclosure can be void.
Those duties apply to the client relationship, not the website, but they point to the content buyers want. A costs page that explains how the practice charges for a will, a conveyance, an unfair dismissal application or a visa, what is fixed, what depends on the matter and what GST and disbursements add, answers the question before the call and screens out callers who were never going to proceed.
Fee arrangements also shape the wording. Conditional costs agreements, the basis of most no win no fee work, are allowed, but section 183 of the Uniform Law bars contingency fees calculated as a share of the outcome. Victoria created an exception in 2020 through section 33ZDA of its Supreme Court Act, which lets the Supreme Court of Victoria allow contingency fees, a change framed around class actions. A page should describe the arrangement the practice actually offers, in the state where it offers it.
Each practice area has its own search pattern and its own page that wins the matter. These are the patterns we plan around.
Family searches combine the issue and the place: divorce, property settlement, parenting arrangements, family violence orders. Readers are often anxious and searching late at night, so pages need to explain the first steps calmly, name the court that will handle the matter and offer an easy way to book a first consultation. Western Australian pages must refer to the Family Court of Western Australia rather than the federal court.
Injury searches split by scheme: motor vehicle accidents, workplace injuries, public liability and medical negligence, each governed by state legislation. National head terms are dominated by large firms with years of links and heavy paid search budgets. The realistic path for a mid-size practice is the type of injury plus the city or region, written to the advertising rules of the relevant state, and Queensland pages written as information only.
Employees who have been dismissed search urgently, because an unfair dismissal application to the Fair Work Commission must generally be lodged within 21 days after the dismissal takes effect. Employers search when a claim arrives, when an investigation is needed or when they want a contract reviewed. A practice acting for both sides needs two sets of pages with different language, and a phone line that is answered quickly.
Australian legal practitioners no longer need separate registration as migration agents; dual regulation ended in March 2021 after the Migration Amendment (Regulation of Migration Agents) Act 2020. Clients search by visa type, and many search in a language other than English. The 2021 Census counted 5,663,709 people who used a language other than English at home, with Mandarin (685,274), Arabic (367,159) and Punjabi (239,033) among the most common. Pages in those languages make sense only where a lawyer at the practice advises in them.
These are the non-contentious matters that the V-LULU brief describes as well defined and usually handled by private solicitors. Searches are steady and local: wills lawyers in Geelong, probate in Newcastle, conveyancing on the Sunshine Coast. Clients compare on price and responsiveness, so fixed fee pages and a quote follow-up routine usually matter more than long articles. Probate procedure differs by state, so pages for each state are written separately.
Many mid-size practice websites have one page per practice area for the whole country, a single Business Profile for the CBD office and a costs page nobody can find. The structure below replaces that.
One page for each practice area in each suburb or city where the practice has a staffed office or a regular flow of clients: Parramatta, Liverpool and Penrith around Sydney; Dandenong, Frankston and Geelong around Melbourne; Logan, the Gold Coast and Ipswich around Brisbane; Joondalup and Fremantle in Perth. Each page names the court or tribunal that applies, the lawyers who do the work and how costs are charged. We do not create pages for places the practice does not serve, because they mislead readers and rarely hold their rankings.
Map results show three practices for most local legal searches. Every staffed office gets its own profile with accurate categories, real hours and photos from the practice's own library. Google's guidelines do not allow a profile at an address where the business has no staff during stated hours, so virtual offices and mail addresses are left out.
Office details must match everywhere a client checks: the practice site, state law society listings, legal directories and data aggregators. Law society accreditations held by individual lawyers belong on their profiles and on the matching practice pages, in the exact wording the accrediting body allows.
Costs pages cover every service where the practice can give a fixed fee or a realistic range, with GST and disbursements shown separately and a plain explanation of what can make a matter cost more. They are written so that a reader understands the basis before the first call.
Answer pages cover the questions your reception team hears every week, in plain English and approved by a lawyer. Lawyer profiles show admission year, accreditation, languages spoken and the kind of matters each person handles, which helps both the reader's choice and Google's assessment of expertise.
Reviews influence both map rankings and the reader's choice. The ACCC's guidance for business says it is against the law to create fake or misleading reviews or arrange for others to create them, that an incentive offered only for a positive review risks misleading consumers, and that suppressing or editing negative reviews can mislead. The Australian Consumer Law is the law behind each of those points. The safe routine is to invite every client when a matter closes, offer nothing in return and publish what comes back.
Replies carry a second risk. Confirming that a reviewer was a client, or discussing their matter, can breach the duty of confidentiality. Our reply templates thank the reviewer, invite them to contact the practice directly and say nothing about any matter. Queensland injury practices should also consider whether a review displayed on their own site counts as advertising under the Personal Injuries Proceedings Act, and take advice before featuring testimonials.
Call tracking, analytics and advertising pixels collect personal information, and a law practice handles some of the most sensitive enquiries there are. The OAIC's guidance on tracking pixels, published in November 2024, reminds organisations covered by the Privacy Act that they remain responsible for the personal information a third-party pixel collects on their site. The Act generally covers businesses with annual turnover above AUD 3 million, so check whether your practice's turnover brings it under the Act.
We configure tracking so that the content of an enquiry is never sent to an advertising platform, keep form submissions inside the practice's own systems, and check the privacy policy describes what is actually collected. Measurement is still possible without sending a client's legal problem to a third party.
Ruler Analytics found that 56.3% of legal conversions on its platform came by phone and 43.7% by form (26 May 2026). Its data comes from businesses on a UK based platform, and our planning assumes the pattern holds in Australia: the phone is where most enquiries arrive and where most are lost. A call that rings out at lunchtime, or reaches a Sydney office after 5pm from a caller in Perth two or three hours behind, goes to the next practice in the results.
In month 1 we test every office line and web form, during business hours and after them, and report how many calls are missed and how long form enquiries wait. Fixes are usually simple: an overflow line, a call-back promise on the website, an owner for the contact inbox, a costs estimate template that is followed up after three days.
We also set up an intake log with a short list of outcomes: not a legal matter, conflict, consultation held, matter opened. Without it, nobody can say whether SEO is working, and the conversation with any agency returns to rankings.
Most agencies that pitch to law practices show ranking charts and traffic graphs. These questions separate the ones who can bring new matters from the ones who bring visitors.
Use these in the first meeting and ask for written answers.
Be wary of any agency that promises a ranking position or a number of new matters, proposes hundreds of suburb pages for places you do not serve, wants to hold your Business Profile or analytics under its own account, offers to buy reviews or links, or writes injury copy without asking which state the practice is in.
Published Australian prices for legal SEO are scarce, and the figures that exist come from agencies. Websites That Sell, an Australian agency, states that SEO in Australia ranges from AUD 1,000 to 10,000 and above plus GST a month, and that major city, national and international campaigns run from AUD 3,000 to 10,000 and above plus GST (updated 15 April 2026). It gives AUD 2,000 to 5,000 a month as the most common price point.
The same page reports average client spend by city: AUD 3,710 in Sydney, 4,062 in Melbourne, 4,699 in Brisbane and 2,420 in Adelaide, all plus GST. These are one agency's own client averages, not a market survey, and the page does not give a legal figure. That is why we describe our fee as a proxy price.
Our fee is $3,000 a month, about AUD 4,600 at AUD 1 = US$0.65, excluding GST. It is based on a typical of $3,250 (AUD 5,000), which is our own estimate at the top of that common band, and sits $250 below it. Practices with several practice areas, many offices or work in more than one state are quoted by proposal.
On tax: GST is 10% on most goods and services in Australia. CMBD supplies from outside Australia, and under the ATO's reverse charge rules an Australian GST-registered business accounts for GST on an imported service where the purchase is partly private or domestic, or relates partly or solely to input taxed supplies. Most practices are not affected, but check with your accountant.
Timelines depend on where the practice starts, the competition in each suburb and how fast pages are approved. This is the pattern our planning model follows; the ramps behind it are assumptions you can change in the 12-month path on this page.
The usual delays are pages waiting weeks for approval, office details that differ across listings, a site rebuild in the middle of the programme and phones that are not answered. Each of these is in the practice's control, and we report on them openly every month.
A monthly report for a law practice should fit on one page and lead with new matters, not rankings. These are the lines we report, by practice area and by office.
Our main law firm SEO services page explains the method across every market we serve, and the country pages below cover practices outside Australia. The other services listed here can run beside a law firm programme or on their own.
Australians increasingly start their search for a lawyer online, and they judge practices on how clearly they explain cost, process and who will do the work. A practice that publishes accurate pages for the suburbs and states it serves, keeps a complete profile for each office, stays inside rule 36 and its state's injury and costs rules, and answers every enquiry quickly is giving clients what they look for. SEO is the work of making sure they find it.
If you want to know where your practice stands today, our pricing is above and a strategy call takes 30 minutes. You will leave with a starting count of your organic enquiries whether or not you hire us. We give no ranking, matter or fee guarantees, and every number we report is measured against that starting point.
In 30 minutes we look at your office profiles, your practice and costs pages and how many search enquiries reach a first consultation. You leave with a starting point whether or not you hire us.