You can handle the basics yourself: your Google Business Profile, asking for reviews, and writing answers to questions clients ask you. Where DIY usually breaks down is consistent publishing, technical site work, and tracking, because billable hours always win the fight for your time.
A lot of good law firm SEO is work only you can really do. You know what clients ask in the first consult, which answers matter, and how your practice differs from the firm down the street. Filling out your Google Business Profile completely, picking the right categories, adding real office photos, and asking satisfied clients for reviews are all things an attorney or paralegal can handle in an hour or two a month. So is writing down the ten questions you answer most often.
Where it usually falls apart is consistency and the technical layer. Practice area pages need to be thorough and kept current. City pages need real local detail. Site speed, schema markup, internal links, broken pages and duplicate content all take time to find and fix. Then there is tracking, so you know which calls came from search. Most attorneys start strong, then a trial or a busy month hits, and nothing gets published for half a year. Search engines notice that, and so do AI tools looking for fresh, clear answers.
A practical split is that you supply the expertise and approvals, and someone else does the writing, publishing, technical fixes and reporting. That keeps the content accurate and compliant with your bar's advertising rules without eating your evenings. It is also why our plan is flat: $750 for the build and $399 a month for ongoing content, SEO, AI search work and profile management, with your review before anything goes live. Whatever you decide, protect your billable time first. Marketing should support the practice, not compete with it.
Send the site over. We will tell you what is broken, what you could rank for, and whether AI search knows you exist. No charge and no pitch deck.
