Law firm SEO services, Seattle
Your callers live in Ballard, Bellevue, Kent, Everett and Tacoma, and the court on their papers decides which lawyer they look for. We set up a profile for every office your attorneys staff, write courthouse, L&I and immigration pages your lawyers sign off, add language pages only where someone at the firm answers in that language, and report calls, consultations and signed cases from organic every month.
By proposal from $7,000 a month
Customer success journey
Pick the firm profile nearest to yours, swap the sample figures for your own and walk the year month by month. Seattle is treated as a major metro here, so the visit curve is flatter than on our US page: directories, paid placements and injury firms with long link histories already hold the city-wide terms.
Crash firm on the Eastside, behind directories and TV advertisers. Collisions on I-405, I-90 and SR 520 bring calls from Bellevue, Redmond and Kirkland, but many new cases still come by referral while directories and heavy advertisers take the organic clicks. Visits and fee are sample numbers. Visit to lead is a 3.5% assumption, about half the Ruler Analytics legal organic rate, because many crash calls concern property damage only. Lead to signed is a 9% assumption.
Workers' compensation firm handling L&I claims and Board appeals. Warehouse, construction and healthcare workers in south King County and Pierce call when L&I closes a claim, denies time-loss or orders an independent medical exam. Visits and fee are sample numbers. Visit to lead uses 7.3%, the Ruler Analytics legal organic search rate (26 May 2026). Lead to signed is an 18% assumption.
Immigration firm with clients before the Seattle and Tacoma courts. Families call after a hearing notice from the Seattle court on Second Avenue or after a relative is held at the Tacoma detention centre, often searching in Spanish or another language. Visits and fee are sample numbers. Visit to lead uses the 7.3% Ruler Analytics rate. Lead to signed is a 14% assumption.
DUI and criminal defense firm across city and county courts. Arrests inside Seattle go to the Municipal Court on Fifth Avenue, felonies to King County Superior Court, and families search at night for what happens next. Visits and fee are sample numbers. Visit to lead is a 6% assumption. Lead to signed is a 20% assumption, because many callers ask about a single charge the firm can quote on the phone.
Analytics, call tracking and each Business Profile sit in accounts the firm owns from day one.
The test-call record and the page archive.
A listings register with every login and office record.
The court and county page templates.
Translations checked by a fluent attorney or staff member at the firm.
The review routine and an answer library for intake staff.
Press contacts and data sets saved in the firm's folder.
Booking rules configured in the firm's own tools.
A channel report a managing partner can read over coffee.
A checklist for opening each new office online.
The prompt list and the monthly results.
The revised intake script.
Every page, profile, archive and report. If the contract ends, all of it stays with the firm.
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 calls and web enquiries, month 0 to the month shown
Three columns, one for each stage of intake. Move the month marker and the planning model fills them with calls and web enquiries, booked consultations and signed cases for that month, with the expected and the conservative path side by side. A tall first column above a short last one means cases are slipping away at the phone or in the consultation room, not in Google.
77Conservative 77
23.1Conservative 23.1
6.9Conservative 6.9
Each filled dot stands for 5, expected case, in every column.
The first column is calls and web enquiries and the last is signed cases, 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 public benchmarks, most of them published by agencies and software vendors. It is not a forecast and it promises no rankings, calls, consultations, signed cases or fees. Results achieved for any firm, including the in-house results on this page, do not mean a similar outcome for yours.
| Month | Organic visits a month, cons. | Organic visits a month, exp. | Calls and web enquiries, cons. | Calls and web enquiries, exp. | Signed cases, cons. | Signed cases, exp. | Fee value of signed cases, cons. | Fee value of signed cases, exp. | Cumulative, cons. | Cumulative, exp. |
|---|---|---|---|---|---|---|---|---|---|---|
| 0 | 2,200 | 2,200 | 77 | 77 | 6.9 | 6.9 | $97K | $97K | $97K | $97K |
| 1 | 2,200 | 2,200 | 77 | 77 | 6.9 | 6.9 | $97K | $97K | $194K | $194K |
| 2 | 2,200 | 2,200 | 78.5 | 80.9 | 6.9 | 6.9 | $97K | $97K | $291K | $291K |
| 3 | 2,200 | 2,288 | 80.1 | 87.3 | 7.1 | 7.3 | $99K | $102K | $390K | $393K |
| 4 | 2,244 | 2,376 | 83.3 | 94 | 7.2 | 7.9 | $101K | $110K | $491K | $503K |
| 5 | 2,310 | 2,486 | 87.3 | 102 | 7.5 | 8.5 | $105K | $118K | $596K | $621K |
| 6 | 2,376 | 2,618 | 91.5 | 111 | 7.9 | 9.2 | $110K | $128K | $706K | $750K |
| 7 | 2,442 | 2,794 | 95.7 | 123 | 8.2 | 10 | $115K | $140K | $821K | $889K |
| 8 | 2,530 | 2,992 | 101 | 136 | 8.6 | 11.1 | $121K | $155K | $942K | $1.04M |
| 9 | 2,618 | 3,212 | 106 | 151 | 9.1 | 12.3 | $127K | $172K | $1.07M | $1.22M |
| 10 | 2,728 | 3,454 | 113 | 166 | 9.6 | 13.6 | $134K | $190K | $1.20M | $1.41M |
| 11 | 2,838 | 3,696 | 119 | 180 | 10.1 | 14.9 | $142K | $209K | $1.34M | $1.61M |
| 12 | 2,948 | 3,960 | 125 | 195 | 10.7 | 16.2 | $150K | $227K | $1.49M | $1.84M |
For each month m from 0 to 12: Organic visits a month(m) = V0 x VisitRamp(m). Calls and web enquiries(m) = Organic visits a month(m) x C0 x ConversionRamp(m). Signed cases(m) = Calls and web enquiries(m minus L) x P. Fee value of signed cases(m) = Signed cases(m) x Average fee per signed case. Cumulative fee value of signed cases = sum of fee value of signed cases from month 0 to m. Before month L, signed cases come from the month 0 level of calls and web enquiries.
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 public benchmarks, most of them published by agencies and software vendors. It is not a forecast and it promises no rankings, calls, consultations, signed cases or fees. Results achieved for any firm, including the in-house results on this page, do not mean a similar outcome for yours.
| In your model | Today (month 0) | Month 12, conservative | Month 12, expected |
|---|---|---|---|
| Organic visits a month per month | 2,200 | 2,948 | 3,960 |
| Calls and web enquiries per month | 77 | 125 | 195 |
| Signed cases per month | 6.9 | 10.7 | 16.2 |
| Fee value of signed cases per month | $97K | $150K | $227K |
| Cumulative fee value of signed cases, months 0 to 12 | $1.26M if month 0 holds | $1.49M | $1.84M |
| Area | Today | Month 12 |
|---|---|---|
| Attribution | No one can tell which calls came from search | Each call carries its page, office and language line |
| Phones | Calls after 6 pm and on Sundays go to voicemail | Missed calls counted by hour, with callback rules |
| Map pack | A single downtown profile expected to reach Kent and Everett | A full profile for every staffed office |
| Pages | Case type pages written for the whole state | Pages for each court, county and language the firm serves |
| Marketing rules | Pages still worded for the pre-2021 rules, with no edit history | Each page version checked against RPC 7.1 and archived with its date |
| Channel cost | Local Services Ads and organic compared on calls | Cost per signed case by channel and county |
| Ownership | Logins spread across past vendors | Every account, page and report held by the firm |
Playbook
Each card is a page type and the kind of search it answers, with your names in the brackets.
A caller in Kent or Federal Way rarely rings a firm whose map pin sits in Belltown. Each office your attorneys work from gets a complete Google Business Profile whose details match every directory. Coworking desks and virtual suites your people do not use during listed hours are left out, because Google's guidelines exclude them and a suspended profile brings in nothing until it is restored.
King County Superior Court runs full-service courthouses in downtown Seattle for the north and east of the county and in Kent for the south. People search for the building on their summons. A plain guide to each, written with your attorneys, meets that search and ends with your phone number.
Washington workers' compensation runs through the state fund at the Department of Labor and Industries or through certified self-insured employers, and disputes go to the Board of Industrial Insurance Appeals. Injured workers search for L&I by name and for what L&I did to their claim. We write pages around those moments, approved by your attorneys.
A fifth of Seattle residents were born abroad in 2024, and the languages your clients speak run from Spanish to Vietnamese, Russian, Korean and Amharic. A page goes live in a language only when someone at the firm takes calls in it, so no page promises help the phone cannot give.
The Supreme Court of Washington reserved RPC 7.2, 7.4 and 7.5 in January 2021 and moved their subjects into the comments to RPC 7.1. The rule still bars anything false or misleading, and comment 8 lets a lawyer say specialist where it is true, naming any certifying body. Each page is checked, dated and archived, and your ethics counsel signs off the wording.
Local Services Ads appear above the map in many Seattle legal searches. We help set them up for each office, dispute leads that are not cases and compare the cost of each signed case with organic, county by county.
Proof
43x
The founder ran SEO and paid search in-house at Brain Station 23, a software development and IT services company. The method was tracking first, then the pages closest to an enquiry, then links and conversion work. It took inbound pipeline to 43x in eight months. That was SEO and paid search together for an IT company, not a law firm, so read it as proof of method, not as 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.
Illustration of the goal, not a promise and not a client result. Competitor 1 to 3 and positions 2 to 4 are placeholders and appear only in this drawing. CMBD has no law firm case study yet.
Pricing
From $7,000a month, by proposal
A firm with 5+ attorneys or 2+ offices in one practice area, serving one to three Puget Sound counties
By proposal, scoped above $7,000 a month
Firms with offices or case types across King, Snohomish and Pierce counties, and injury firms competing for the whole metro
Fit
FAQ
Seattle is a metro of about 4.06 million people (Data USA, 2024), King County alone had 12,910 active attorneys on 1 September 2026 (WSBA), and injury, DUI and immigration searches here are crowded with directories, ads and firms with long link histories. We price it at our major metro rate from $7,000 a month and use a flatter visit curve in the model for the same reason.
The Washington Rules of Professional Conduct as amended by Supreme Court Order No. 25700-A-1333 of 8 January 2021. RPC 7.1 bars false or misleading communications and its comments now cover advertising, specialist wording and firm names; RPC 7.2, 7.4 and 7.5 are reserved; RPC 7.3 covers solicitation and, in paragraph (b), paying for recommendations. Your ethics counsel approves the final wording.
Map results follow staffed offices close to the person searching. We build profiles where you have people and reach other counties with courthouse and case type pages, never with addresses Google would suspend.
Yes, when someone at the firm answers calls in that language and a fluent attorney or staff member checks each page before it goes live. Without that person, we do not publish the page.
Months 0 to 3 go on tracking, office profiles and page structure. Court, county and non-English searches usually move first. The model on this page shows an expected and a conservative path from your own figures; it is a planning tool, not a promise.
No. Our first law firm client will run as a pilot, with day 90 figures published only if the firm agrees. The proof on this page is the founder's in-house work at an IT services company, shown as a multiple, and ranked keywords for S & F Consulting, a company formation, licensing and accounting consultancy and a CMBD client that is not a law firm.
We cite these as directional, and say so where a figure is secondary.
Guide
A software tester riding home on SR 520 is hit from behind in the evening rush, and by morning the other driver's insurer has left two voicemails. A nursing assistant in Renton hurts her back lifting a patient, and three months later L&I writes to say her time-loss payments are ending. A father in White Center finds a hearing notice from the immigration court on Second Avenue and searches in Spanish after his children are asleep. Each of them types the problem and the place into a phone, scans a short list of firms and calls the one that seems to know their court, their county and their kind of case.
Law firm SEO services in Seattle are the work of getting your firm onto that short list and making your page the one that earns the call. In practice that means a Business Profile for each office your attorneys staff, case type pages written the way Washingtonians describe their problem, plain guides to the courts and agencies on their paperwork, language pages where your team answers in that language, and an intake line that picks up. It also means writing inside the Washington Rules of Professional Conduct, whose marketing rules the state Supreme Court rewrote in January 2021.
This guide sets out the Puget Sound legal market in figures, where Seattle clients are when they search, the courts and agencies your pages should explain, what the Washington rules now allow, the parts of Washington law that shape the questions clients type, and what a sensible programme costs and reports. Each figure has a source listed at the end, and anything we could not check is labelled as a planning assumption.
Rankings are a means, not the product. For a law firm, the product of SEO is a counted flow of calls and web enquiries from people who found the firm in Google search, in Google Maps or in an AI answer, followed by a count of how many became consultations and signed cases. A page that sits on page one and signs nobody is decoration, and a partner paying a retainer deserves to know which pages bring in fee agreements and which only bring in readers.
Seattle has its own geography to work with. The city held 754,195 residents in 2024, under a fifth of the 4.06 million people in the Seattle, Tacoma and Bellevue metro area, so most of a firm's potential clients live outside city limits: on the Eastside across Lake Washington, in the south King County cities around Kent and Auburn, up the I-5 corridor in Snohomish County and down in Pierce County around Tacoma. Water and bridges split the region into commuter zones, and Google's map results lean towards offices near the person searching.
So the programme begins with three facts about your firm: where your attorneys actually sit, which case types pay the bills, and which languages your staff answer in. Pages, profiles and links follow from those, and the reporting follows the matter itself: call, consultation, fee agreement, fee.
The counts below come from the Washington State Bar Association's licensing and demographics report, run on 1 September 2026, and from Data USA profiles built on Census Bureau data. Practice areas and languages in the WSBA report are self-reported by members, who can list more than one, so read them as indications of where lawyers say they work rather than a census of firms.
The patterns below are the ones we plan pages around. They describe how people in the region put a legal problem into words, not measured search shares, and the firm's own call records are what confirm which of them matter for your practice.
Lake Washington and its two floating bridges separate the city from Bellevue, Redmond, Kirkland and Issaquah. Someone who lives and works on the Eastside thinks of a downtown Seattle firm as a trip across I-90 or SR 520, and a near-me search from Bellevue returns Bellevue offices first. A firm with only a Seattle address tends to be invisible to that caller on the map, however strong its website, which is why each staffed office needs its own profile and its own county pages.
The King County Superior Court runs two full-service courthouses: the King County Courthouse in downtown Seattle, serving the north and east of the county, and the Maleng Regional Justice Center in Kent, serving the south. A family in Auburn, Federal Way or Burien may find that their case is heard in Kent, and they search for that building by name. Firms that treat the whole county as Seattle miss those searches entirely.
Snohomish County to the north and Pierce County to the south each have their own courts and their own local firms. Callers in Everett, Lynnwood, Puyallup or Lakewood often add the county or the city to the query because the paperwork names a county court. A Seattle firm that genuinely takes cases there needs pages for those counties that name the right court and the steps a client can expect, rather than one metro page that names none of them.
Many urgent legal searches happen on a phone, and many happen outside office hours: after a late shift at a fulfilment centre, after an arrest on a Friday night, after the children are in bed. Clio's 2024 secret shopper study of 500 firms found that 40% answered the phone and 33% replied to email. Search can bring the call to the firm; only the firm can pick it up. That is why the first month includes test calls in the evening and at weekends.
People search for the name on the letter in their hand. A plain guide to that place, drafted with and approved by your attorneys, answers a genuine question and leads naturally to a call. These are the institutions that come up most often for the case types on this page.
The Superior Court hears felony charges, divorce and parenting plans and larger civil suits, so a big share of criminal, family and injury searches in the county end at one of its courthouses. Its juvenile matters sit at the Judge Patricia H. Clark Children and Family Justice Center. A page per courthouse that explains how to find the courtroom, what security and parking look like, and what happens at a first hearing is useful to the reader and specific enough to be found for courthouse searches.
Seattle Municipal Court, at 600 Fifth Avenue, handles misdemeanors and gross misdemeanors committed inside the city, including DUI, domestic violence and theft charges, along with traffic and other infractions. Someone arrested for DUI in Capitol Hill or Ballard searches for what happens at this court, not for a felony courthouse. Defense firms that explain arraignment, license consequences and the court's own procedures for this building are answering a search that statewide pages leave alone.
The Executive Office for Immigration Review lists the Seattle Immigration Court at 915 Second Avenue, Suite 613, and the Tacoma Immigration Court at 1623 East J Street, Suite 3, inside a Department of Homeland Security detention facility. The two courts produce very different searches. Families with a Seattle notice want to know whether they must attend and what to bring; families whose relative is held in Tacoma want to know how to visit, whether bond is possible and how quickly a lawyer can be involved. Pages for each, reviewed by your immigration attorneys and updated when EOIR changes its procedures, meet both.
Washington's workers' compensation system is unusual. According to the Department of Revenue, the Department of Labor and Industries is the only insurer of coverage under Title 51, and private insurers are not permitted to write it; employers either insure through the state fund or are certified to self-insure. Orders by L&I, including on claims handled by self-insured employers, can be appealed to the Board of Industrial Insurance Appeals. Injured workers therefore search for L&I by name and for what L&I did: claim closed, time-loss stopped, independent medical exam ordered. Pages that start from those moments, then explain protests and Board appeals in plain words, are the ones that get the call.
On 8 January 2021 the Supreme Court of Washington adopted amendments to the lawyer marketing rules in Order No. 25700-A-1333. RPC 7.2 on advertising, RPC 7.4 on fields of practice and specialization and RPC 7.5 on firm names are now reserved, and their subjects sit in the comments to RPC 7.1. RPC 7.3 on solicitation was narrowed. Pages written before 2021 can carry disclaimers or wording the current text no longer asks for, so a review is part of our first months. The summaries below are our reading of the order and the WSBA's own commentary; your ethics counsel has the final word.
The rule is a single sentence: a lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. A communication is false or misleading if it contains a material misrepresentation of fact or law, or leaves out a fact needed to make the statement as a whole not misleading. For a law firm website this reaches every page, profile and directory listing that carries the firm's name, including the ones built years ago by a vendor nobody remembers.
Comment 8 to RPC 7.1 says a lawyer is generally permitted to state that the lawyer is a specialist or practices a specialty, as long as the statement is true and not misleading. Where the claim rests on a certification, the name of the certifying organization must be included in any communication about it. For SEO this is useful: case type pages can use the words searchers type, such as DUI lawyer or L&I attorney, but each specialist or certification claim on the site should trace to something the attorney can document.
The comments also deal with firm names. It is misleading to use the name of a lawyer or a limited license legal technician who is not associated with the firm or a predecessor firm, and a firm with offices in more than one jurisdiction should indicate the jurisdictional limits of those not licensed to practise locally. Seattle firms with Oregon or Idaho partners, or with attorneys admitted only elsewhere, should check attorney profile pages and office pages against this point.
As Mark Fucile, a former chair of the WSBA Committee on Professional Ethics, summarised it on the WSBA's NWSidebar blog, the amended RPC 7.3 generally permits in-person solicitation, but not when it is misleading, when it targets someone the lawyer knows or should know has a physical or mental state that impairs judgment about hiring a lawyer, or when it is harassing, including contact after the person has said no. Comment 1 notes that a communication directed to the general public is typically not a solicitation, which is the ground organic search stands on: the person comes to you. Washington did not adopt the Model Rule's labelling paragraph, and comment 12 explains that RPC 7.1 already covers the ground.
The ban on paying for recommendations survives in RPC 7.3(b), with exceptions that include the reasonable cost of advertisements permitted by RPC 7.1, the usual charges of a legal service plan or a not-for-profit lawyer referral service, and non-exclusive reciprocal referral agreements. Comment 14 allows a lawyer to pay for client leads, including internet leads, but not to a lead generator that states, implies or creates a reasonable impression that it is recommending the lawyer. Before a firm renews a paid platform, it is worth reading how that platform describes the firm to the public.
Clients rarely search for statute numbers, but the law behind their problem decides what they ask. A handful of Washington rules come up again and again in intake calls, and each one deserves a careful, dated page reviewed by your attorneys. We describe the law as it stands and never predict what a reader's case is worth.
Each case type brings its own vocabulary and its own intake problem. The examples below are typical searches we plan pages around; the firm's call records and Search Console data decide which ones are built first.
Crash searches name the road, the vehicle or the app: I-5 accident near Northgate, hit by a delivery van in Kent, Lyft accident in South Lake Union. Head terms such as Seattle car accident lawyer belong to firms with years of links and large advertising budgets, so a newer programme wins first with county, road and vehicle long-tail pages, comparative fault and deadline explainers, and map visibility around each office.
Because every claim runs through L&I or a self-insured employer, Washington workers use the agency's own words: claim manager, time-loss, IME, closing order, protest. Many are afraid of losing their job, so calm pages that explain what to do in the first days and how a Board appeal works earn more calls than pages that lead with fees. Spanish and other language pages matter for firms whose clients work in construction, warehousing, food processing or healthcare.
Criminal searches are urgent and local: DUI arrest in Seattle, Municipal Court arraignment, felony charge in Kent. Relatives often search on behalf of the person arrested, late at night. Pages should explain what happens next at the specific court, and someone must answer the phone when the search happens. Same-day callback rules are part of the plan from month 7.
Immigration searches start from a document or an event: a hearing notice, a request for evidence, a relative taken to the Tacoma detention centre. Many are in Spanish, and others in the languages of Seattle's East African, Southeast Asian and Eastern European communities. A firm that explains, in the client's language, what a notice from the Seattle court means and what to do next answers a question many competitors leave to directories.
Family searches begin as research: how community property is divided, how parenting plans work, how long the process takes. These guides draw readers from the whole state, which swells traffic without signing clients. The answer is county pages and clear calls to action for the counties the firm serves, so a reader in Everett finds the Snohomish County page and the Everett office, and a reader in Spokane is not counted as a lead.
A language page is a promise that someone will answer in that language. We build one only when an attorney or intake team member at the firm takes calls in it, and a fluent person at the firm checks every page before it goes live. Machine translation published without review tends to read badly to native speakers and can get legal terms wrong.
The WSBA's own figures show why this matters in Washington. Among members who reported the languages they speak, 2,327 listed Spanish, 561 Mandarin, 328 Korean, 286 Russian, 129 Cantonese, 103 Vietnamese, 97 Tagalog and 25 Amharic, while Somali was listed by one member. Set those numbers beside a county where a quarter of residents were born abroad and the gap is plain: for some communities very few lawyers can take the call in the caller's own language, and a firm that can should say so clearly on its pages.
Spanish is the first language page many Seattle firms should consider, given that Mexico is the most common birthplace of Washington's foreign-born residents. Beyond Spanish, the right languages depend on who works at your firm and who already calls. Each language line is tracked on its own, and if a page produces nothing after a fair test, we tell you and move the budget to work that does.
A Seattle programme is built from a small set of page and profile types, each tied to one of the search patterns above. The set grows only when the call records show demand.
One page per case type for each county or court the firm serves, naming the courthouse, the filing location and what the client can expect. A named attorney reviews each page, it carries a date, and a copy is archived. Every page ends with a direct line to intake.
Google's guidelines exclude virtual offices and locations the business does not staff during its stated hours, and a suspended profile stops producing calls until it is restored. We set up and maintain a complete profile for each office your people work from, with categories, hours, photos and services that match the site and the directories.
Each attorney gets a page listing admissions, including other states where relevant, education, the case types they handle and any certification they can document with the certifying body named, as comment 8 to RPC 7.1 requires. These pages support the case type pages and are what directories and AI answers often draw on.
Short, dated pages for the questions intake hears every week: the three-year injury deadline, how shared fault works, what an L&I closing order means, what happens after a DUI arrest in the city. Each links to the case type page that signs clients.
Matching name, address and phone details across Avvo, Justia, FindLaw and the main legal directories, with paid placements judged on cost per signed case rather than impressions, and checked against the RPC 7.3 comment on lead generators.
Reviews shape which firm a caller picks from the map, and the Washington rules shape how a firm can use them. A testimonial on the firm's own site is a communication about the lawyer's services, so RPC 7.1 applies: a client's account of a large recovery can leave readers expecting the same result, and context or a qualifying statement may be needed to keep it from misleading. We ask your ethics counsel to approve how testimonials appear on the site.
On Google, the review request goes out after a matter closes, offers nothing in return and never asks for a particular rating. Replies never confirm that the reviewer was a client and never discuss the matter, because doing so can disclose confidential information. A negative review gets a short, courteous reply that invites the person to contact the firm directly.
Many of the cases a firm loses from search are lost after the person has found the firm. The call rings out, the voicemail box is full, the callback comes the next afternoon after the caller has signed elsewhere, or the web form lands in an inbox nobody opens at the weekend. The Clio figures, 40% of firms answering the phone and 33% replying to email, come from a national study, but anyone who has test-called firms in any city will recognise the pattern.
So month 1 includes evening and weekend test calls to every number the firm publishes, in every language it advertises, and month 7 adds booking rules and same-day callbacks for urgent matters such as arrests, detentions and new crash calls. The intake sheet records county, case type, language and result for each call, so the firm can see where cases slip away.
None of this needs new software. It needs a tracked number on each page and profile, a short sheet the intake team actually fills in, and a monthly review with the managing partner. When fewer callers are lost, the same search traffic can sign more cases before a single new page goes live.
Seattle firms are pitched by agencies from across the country, and their proposals are hard to compare side by side. These questions and warning signs help separate a programme you can measure from one you cannot.
Ask each agency the same questions and compare the written answers.
Any of these should give a firm pause before it signs.
Almost all published pricing for law firm SEO comes from agencies, so read every figure as a seller's view. 12AM Agency (updated July 2026) gives $3,500 to $6,500 a month for mid-size metros and $7,000 to $12,000+ for hyper-competitive cities, with New York, Los Angeles and Houston as its examples. It does not name Seattle. On The Map Marketing gives $3,000 to $15,000 a month for law firm SEO in general.
We price Seattle at our US major metro rate, from $7,000 a month by proposal. That placement is our own judgment, based on a metro of about 4.06 million people in 2024 according to Data USA, the 12,910 active attorneys the WSBA counted in King County alone, and how crowded injury, DUI and immigration searches are here. Firms in smaller US markets are priced on our US page. The tiers and what each includes are in our pricing section above.
There is a three-month minimum, and advertising spend and paid directory fees go from the firm straight to the provider. Prices are in US dollars and exclude tax. Washington extended retail sales tax to advertising services, a category that includes search engine marketing, from 1 October 2025 under ESSB 5814, as Avalara summarised it; whether that, or B&O tax, applies to SEO work supplied from outside the United States is a question for the firm's accountant. We offer no guarantee of rankings, cases or fees, and every report is measured against the month 0 baseline.
The sequence below is a planning assumption drawn from how this kind of programme usually runs, not a promise. The 12-month path on this page shows the same steps month by month and lets you enter your own figures.
Programmes move more slowly when attorney review takes weeks, when the site cannot be edited quickly, when profiles are suspended or tied to a past vendor's account, and when intake does not record results. Each of these can be fixed, and we raise them in the first month rather than at the twelve-month review.
A monthly report should fit on one page and use the firm's own terms. These are the lines we report, all taken from the firm's own accounts and compared with month 0.
The law firm SEO services hub explains the method we use in every market. The pages below cover our wider US programme and the services that can run beside a Seattle programme or on their own.
People who need a lawyer around Puget Sound search under pressure, usually on a phone, often after work and sometimes in a language other than English. They call the firm that names their court and county, explains what happens next, stays inside the Washington rules and answers when they ring. SEO is the work of making your firm one of the few they find, and of counting which pages turn into signed cases.
To see where your firm stands, read our pricing above and book a 30-minute strategy call. You leave with a baseline of your organic calls and consultations whether or not you hire us, and we offer no guarantee of rankings, cases or fees.
In 30 minutes we look at your office profiles, your court, county and language pages, and how many calls from search become consultations. The baseline is yours to keep whether or not you hire us.