SEO for Large Law Firms
You’ve built the brand. You’ve got the legal team, the footprint, the reputation. But your search visibility isn’t keeping up. Maybe your current agency seems out of its depth. Maybe your in-house team is stretched thin. Or maybe, despite all the effort, the results just don’t match the investment.
You’re not alone. We’ve worked with firms practicing across multiple states and disciplines, firms looking for more than cookie-cutter SEO. Not vanity metrics. Not recycled tactics from a decade ago. And not strategies that ignore how AI is reshaping the way people search.
You want SEO that turns into signed cases. We’ve helped large law firms solve these challenges.
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Challenges big law firms face in SEO
Large firms operate at a different level, and their challenges can be unique from those faced by smaller firms. Below are some of the most common roadblocks we see for national and regional firms.
Scale SEO across regions or nationwide
Challenge | You handle several areas of law, but your SEO doesn’t reflect your depth or authority in each one. Some pages rank. Others disappear. And the most important ones aren’t always the ones getting visibility. |
Why it Happens | Large firms often end up with overlapping content, thin pages, or an overemphasis on one area of law at the expense of others. Internally, priorities shift. Externally, search engines see confusion. |
SEO solutions | Build structured content hubs for each practice area that are deep, distinct, and focused.
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Result | Each practice area stands on its own in search: visible, authoritative, and positioned to convert. |
Compete in multiple practice areas
Challenge | You need to rank competitively in multiple cities, states, regions, or sometimes nationally, all while maintaining brand consistency and avoiding content overlap. |
Why it Happens | Many firm websites weren’t built with scale in mind. Their site structure falls apart as offices and service areas expand, and location-specific content becomes repetitive, generic, or hard to maintain. |
SEO solutions | Develop a long-term content and site architecture plan that anticipates growth.
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Result | A scalable SEO framework that lets you grow into new markets without cannibalizing rankings or losing your identity. You expand into new markets without SEO turning into chaos and without watering down your brand. |
Stay ahead as search behaviors and expectations shift rapidly
Challenge | You handle several areas of law, but your SEO doesn’t reflect your depth or authority in each one. Some pages rank. Others disappear. And the most important ones aren’t always the ones getting visibility. |
Why it Happens | Large firms often end up with overlapping content, thin pages, or an overemphasis on one area of law at the expense of others. Internally, priorities shift. Externally, search engines see confusion. |
SEO solutions | Build structured content hubs for each practice area that are deep, distinct, and focused.
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Result | Each practice area stands on its own in search: visible, authoritative, and positioned to convert. |
We Do Web has helped large firms expand their online presence
We’ve helped some of the country’s most visible and fastest-growing law firms expand their reach through smart, scalable content and SEO.
We don’t do boilerplate SEO. We specialize in legal, and we’ve built strategies for firms with multi-state reach and diverse practice areas. We understand how intake actually works. We know how bar compliance shapes messaging. And we respect that every firm has its own brand profile, goals, and internal structure.
Every law firm gets a custom strategy because cookie-cutter SEO is ineffective for firms of any size.
Search visibility is multi-dimensional
If you’re serious about competing in major markets, you can’t afford to treat SEO as just the traditional organic rankings. But you also can’t afford to over-correct and focus all your efforts on LLM platforms like ChatGPT or Gemini.
It’s not enough to be visible in just one part of search.
Prospective clients now find law firms across multiple entry points, and the most successful firms don’t pick just one. They build strategies that account for all of them, and tailor those strategies by market.
Organic rankings
While AI features are claiming more SERP real estate, the traditional “10 blue links” continue to drive meaningful clicks. Overlooking organic rankings means leaving cases behind. Large firms that leverage their brand strength, topical authority, and structured content can win visibility across a broad set of high-intent queries, even if the available click pool has declined.
Earning visibility in organic rankings requires:
- Clear, organized site structure
- Unique content by location and service
- Technical SEO to ensure proper site health and speed
- Continuous performance monitoring and updates
Google Business Profile
Your Google Business Profile (GBP) is often the first thing a prospective client sees. For large firms with multiple offices, managing and optimizing GBPs across locations is critical. A missing profile, outdated listing, or poor review strategy can cost you visibility and, ultimately, leads.
Effective GBP management requires consistency and a plan for engagement. When executed well, your profiles can drive direct calls, clicks, and strong local trust in every market you serve.
What matters most:
- A strategy to generate and manage reviews
- Complete, optimized profiles for every location
- Consistent NAP (Name, Address, Phone) across the web
- Location-specific descriptions, photos, and service listings
Google AI Overviews & AI Mode
AI Overviews now appear at the top of many search results, summarizing content from across the web and often pushing traditional organic listings further down. For large firms, this creates both a challenge and an opportunity: you’re competing for limited visibility in a condensed space, but your brand recognition and topical authority can give you a real edge if your content is structured and comprehensive.
AI Mode expands on this by delivering context-rich responses and clickable citations based on related queries. Large firms that pair high-quality content with a strong off-page presence (legal directories, news mentions, authoritative backlinks, consistent local signals) are better positioned to surface in AI Mode.
As Google evolves its AI search, these features are becoming a key part of how users find information. The format is changing, but strong SEO remains essential to earning visibility in Google’s AI results.
LLMs (ChatGPT, Gemini, Perplexity)
While they’re not search engines in the traditional sense, tools like ChatGPT, Gemini, and Perplexity are becoming part of how people research legal topics and gather recommendations. LLMs rely on large datasets that include web content, directories, and other public sources.
Large firms could leverage their size, brand recognition, and a long-established web presence. But that only works if your content is well-structured, accurate, and reinforces your authority and deep topical expertise. Publishing content just to “be everywhere” can backfire if it’s low quality and thin.
Solid SEO fundamentals like building authority, ensuring topic depth, and using clear, plain language can increase your chances of being cited in tools like ChatGPT.
Developing a strategic SEO plan for large firms
Every plan we develop is custom, but they all generally contain a mix of on-page and off-page initiatives. For large firms, execution at this level requires coordination, technical depth, and consistency across all offices, markets, and practice areas.
On-Page SEO Tactics
- Site architecture & URL strategy that supports growth and avoids content overlap
- Custom content aligned with your firm’s brand and expertise
- Internal linking to strengthen topic relevance and page performance
- Schema markup to help search engines understand your content and law firm
- Mobile-first and UX-friendly design to increase conversions
- Technical SEO audits and fixes for crawlability, indexation, site speed, Core Web Vitals
- Conversion-focused improvements like call tracking and form placement
Off-Page SEO Tactics
- Backlink acquisition to build subject matter expertise and authority
- Local citations and directory consistency across all firm locations
- Google Business Profile (GBP) optimization for each office
- Digital PR and link outreach tailored to practice area and region
These tactics don’t live in isolation, and they’re not one-size-fits-all. What matters is how they’re prioritized and aligned with your firm’s specific goals. That takes a team that understands what’s at stake.
This is where the difference between a vendor and a true SEO partner becomes clear.
A legal marketing partner that understands your world
At We Do Web, we build strategic partnerships with law firms that need more than surface-level execution. We’ve spent over 15 years in the legal industry, working closely with firms that practice across regions or nationwide.
We know what matters to you: qualified leads, scalable growth, brand consistency, and clear ROI.
And we know what gets in the way: disconnected marketing efforts, poor communication, and strategies built for someone else’s goals.
That’s why we work differently. We speak legal. We understand how your firm operates. And we bring the systems, collaboration, and legal-specific expertise to move the needle.
Let’s talk about what your firm needs to compete and how we can help you get there.