Law firm SEO for the cases you want more of
Every day, people search Google for a lawyer who does what you do, and they pick a firm from the map up top or the first few results below it. Law firm SEO is the work of getting your firm there for the matters you want to take, with pages you approve before anything goes live.
$1,500 to $5,000 a month
Nothing to sign until the plan and the fee are written down.
On video, with the one who writes and builds your pages.
Your office is closed. People are still searching:
- divorce lawyer for business owners
- contest a will lawyer
- dui lawyer first offense
- truck accident lawyer
- spousal green card lawyer
Market snapshot, not our work
Where people choose a lawyer on Google
This is the real page one for “divorce lawyer denver”, row by row, as Ahrefs recorded it in October 2026. Ahrefs is a search-data tool agencies use to see what people search for, how often, and which sites show up.
Three family law firms hold the map at the top. Under Google's questions, the directories you know take two of the links.
The rest go to small firms whose websites are nowhere near as big as Justia or Super Lawyers. They got there with a Google listing and a page built for that exact search.
The same search on Google Ads
About $20 a click
That's the Ahrefs estimate for US searches, October 2026. A firm in the map or in the links below it gets its clicks without paying for each one.
- Map Three family law firms Each shown from its Google listing
- Google's questions “How much does a divorce lawyer cost in Colorado?” and three more like it
- Directory Justia's lawyer directory Site strength 91
- A firm's own page A Denver divorce attorney page Site strength 15
- A firm's own page A women's family law page Site strength 25
- A firm's own page A custody and divorce page Site strength 14
- A firm's own page A Denver family law and divorce page Site strength 30
- A firm's own page A Colorado family law page Site strength 5
- Directory Super Lawyers' directory Site strength 88
- A firm's own page A fathers' rights divorce page Site strength 2
6 of 8 links below the questions are small firms' own websites, rated 2 to 30 for strength. The two directories rate 88 and 91.
Law firm SEO services, in plain words
What the monthly fee pays for
Those small firms reached page one with a Google listing and a page built for the search. Your fee pays for that same work, done for your firm, plus the repairs that let Google read your site at all.
Three jobs, all on the website and listing you already have. Here they are as you'd describe them to a partner, without the vocabulary.
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Fix what stops Google reading your site
When Google can't load a page quickly, find it, or work out what it's about, it won't show that page to anyone searching. We track those problems down on your current site and fix them.
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A page for every practice area and every town you take cases from
Each page is written for the case you'd like more of, not for someone hoping for free advice. The person searching should finish it sure that you handle their kind of matter.
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Your Google listing complete, your details the same everywhere
Your Google Business Profile is the free listing that appears in the map at the top of a search. We fill it out properly, then get your firm's name, address and phone matching on Justia, Avvo and the other directories, so Google trusts where you are.
Every month
You get a short note on the work done and how your searches are moving, plus the tally Google keeps itself: phone calls, clicks through to your website and requests for directions from your listing. That's people trying to reach your firm, not just positions on a chart.
How long until it shows
How long it takes depends on your practice area and your town
Some lawyer searches have few firms after them. Others have every firm in town and the big directories chasing the same handful of spots.
Ahrefs gives each search a difficulty score from 0 to 100: how hard it is to reach page one for it. Here are eight real ones, easiest first. A low score is not an empty search: 200 people a month look for a divorce lawyer in Boulder.
Open can move in weeks
- Difficulty 0 employment lawyer salt lake city 60 searches a month
- Difficulty 10 divorce lawyer boulder 200 searches a month
Open and crowded are the two ends of one scale, and plenty of searches score in the middle. The written plan you get ahead of signing places each of your own searches on it and says whether that means weeks or months.
Crowded takes months
- Difficulty 41 divorce lawyer denver 400 searches a month
- Difficulty 48 estate planning attorney denver 250 searches a month
- Difficulty 55 estate planning attorney boise 150 searches a month
- Difficulty 58 divorce lawyer colorado springs 700 searches a month
- Difficulty 69 immigration lawyer el paso 200 searches a month
- Difficulty 71 personal injury lawyer houston 4,800 searches a month
Same case, different town
A divorce lawyer search scores 10 in Boulder, 41 in Denver and 58 in Colorado Springs. Where you practice changes the wait as much as what you practice.
The open searches come first
A plan starts with the open searches for your practice areas and your towns, because those pages can move in weeks. The crowded ones get worked on alongside them and take months.
No promised positions
Nobody can honestly tell you where you'll land on Google or by when, and we won't pretend to. What we stand behind is the work written into your plan, done every month.
Which of your own searches are open is one of the first things we look at on the call.
What it costs
$1,500 to $5,000 a month, plan in writing first
The full range is here, before any call. Where your firm falls inside it depends on three things.
You choose the first two. The third is how many other firms want the same searches.
What sets your price
The low end fits a firm that wants one or two practice areas found in a town or two; more practice areas, more towns and more crowded searches move it up.
- Practice areas you want found Toward $1,500: One Toward $5,000: Several
- Towns you take cases from Toward $1,500: One Toward $5,000: Several
- How crowded those searches are Toward $1,500: Open Toward $5,000: Crowded
Open and crowded mean what the scores above showed: how many firms are after the same search.
Before you sign anything
Four things the plan puts in writing
- The searches we're going after Named one by one, for your practice areas and your towns.
- The pages we'll build Each page listed with the case it's written for.
- What we'll fix on your site and Google listing Every problem on the list, and what we'll do about it.
- The monthly price One fixed figure, from inside the range above.
Read it, ask anything, and sign only when all of it makes sense for your firm.
After the call, the plan and the price arrive in writing.
Who is on the other end
Kyle and Katie, the two people on your firm’s account
Kyle and Katie Rutten are the two people who run Bullfinch. The people you talk to before you sign are the same people doing the work after it.
Nobody stands in the middle: no account manager, no junior.
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Kyle Rutten
Your site, your pages, your Google listing
Kyle does the building and the search work: the fixes to your website, the practice-area pages and your Google listing. He built his first website at 14.
He is also the person on the 30-minute call, so your questions go straight to the one who will do the work.
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Katie Rutten
Your plan, the schedule, the account
Katie looks after your plan, the schedule and the account, and keeps every client's work on track.
She makes sure the plan you signed is the work that actually gets done, month after month.
Law work We designed and built the website for KM Law, a Denver firm that takes high-asset divorces and complex custody cases.
Before you book
Questions attorneys ask before they book
Six short answers to the doubts that stand between an attorney and a booked call.
If yours isn't here, bring it to the 30 minutes. That's what they're for.
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Does SEO work for law firms?
Yes. People choose a lawyer from the map at the top of Google and the handful of links below it, and on the page one shown above, most of those links went to small firms' own websites. The work is getting your firm there for the cases you want.
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What does law firm SEO cost?
$1,500 to $5,000 a month. The figure moves with how many practice areas and towns you want found and how much competition each of those searches has. Before you sign, you get a fixed plan in writing that states your monthly price.
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We paid a marketing company before and had nothing to show for it. What's different?
Each month you see the searches we're working on, where you stand on each one and what was done, in language you'd use yourself. Beside that sit Google's own counts of the calls, website clicks and direction requests your listing brought in, so you're judging us on people contacting the firm, not on rankings alone. Everything we build lives on your own website, so it's yours: the pages, the Google listing and the fixes stay with you if we ever part ways.
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Do I need a new website?
No. We keep your current website and improve it; you give us a login that can edit pages. If something about your site can't be made to work for Google, the written plan tells you before you sign. Firms that want a new site anyway can look at our web design service.
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Is SEO for law firms still worth it now that people ask AI?
Yes. In an Ahrefs snapshot of Google (US, October 2026), the two lawyer searches it captured, "divorce lawyer denver" and "estate planning attorney fort collins", showed no AI answer at all: the map came first, then the links. Someone who needs a lawyer wants a firm to call, and the map shows them a phone number before anything else. It's one snapshot, not a rule, but today the map and the first results are still where clients choose.
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Can you guarantee page one?
No, and nobody honestly can. What you get in writing is the work itself: the pages, the fixes, the listing, and a monthly look at where you stand. We wrote up why no one can promise a spot on Google.
Bullfinch Law firm SEO company
Start with 30 minutes on the cases you want
Bring the cases you want more of and the towns you take them from. By the end of the half hour you'll know which of those searches are open, which are crowded, and what a plan for them would cost.
What the 30 minutes cover
- The cases you want more of The matters you'd fill your calendar with, if you got to choose.
- The towns you take them from Every place a client could come from, not only the town your office is in.
- Which searches are open, which are crowded Your own searches, scored the same way as the eight above.
- What a plan would cost Where your firm sits in the $1,500 to $5,000 range, and why.
The months start when the work does
- Day one The work starts
- Weeks Open searches can move
- Months Crowded searches take this long
None of that time counts until we begin. Putting it off a season doesn't shorten the wait; it only starts it later.
A video call with Kyle on Google Meet. You choose the time.