Website for law firms that ranks on the practice areas that matter.
A website for law firms has to be found on the practice areas that matter most. Potential clients judge your authority within moments of arriving, so I build a site that carries that weight from the first screen and ranks well from the start, climbing further as it builds authority, with no quick-fix gimmicks. It also encourages satisfied clients to leave reviews, so your credibility grows alongside your search presence.
By Jonah Chegarnov · Updated
Why Law Firm sites are different.
Law firm SEO is unusual in that the practice-area pages do almost all the conversion work, not the homepage or the about page. A homeowner searching "premises liability lawyer Auburn" doesn't care about the firm's history; they care that you've handled premises liability cases in Pierce County and can explain what the next 60 days look like. Most existing law firm sites either lack practice-area depth entirely or treat practice areas as menu items rather than substantive landing pages. The second move is attorney profile schema (Person schema with credentials, bar admissions, and Avvo/Bar review aggregation) which is what AI Overview uses to surface specific attorneys on "best [practice area] lawyer" queries. Case-type-qualified intake (statute of limitations check, basic case facts at category level) separates serious prospects from research-phase browsers.
Sources: Washington State Bar Association, admission to practice
What goes into a great website for law firms.
- Practice-area landing pages with real depth
- Each practice area gets a substantive page, what the firm handles, what the prospect should expect, typical timeline, fee structure (contingency / hourly / flat) where appropriate. Not menu items; landing pages.
- Attorney profile schema
- Person schema with bar admissions, credentials, areas of practice, and Avvo / state bar review aggregation. Fuels both organic ranking and AI Overview attorney recommendations.
- Case-type intake qualification
- Intake form with case-type dropdown, statute of limitations check, and basic facts at category level. Pre-qualifies leads without scaring off serious cases.
- Review schema integration
- Aggregated review schema pulling from Google Reviews, Avvo, and the state bar where applicable. Star ratings in search results dramatically improve CTR on practice-area queries.
- Substantive FAQ schema per practice area
- Real questions prospects ask before calling, what's the statute, what's the typical fee structure, what happens at the consultation. Wrapped in FAQPage schema for AI Overview eligibility.
- Branding that reads as authority, not boilerplate
- A consistent identity (typography, color, photography of the actual attorneys, not stock gavels) so the firm reads as established and trustworthy in the first seconds. Practice-area-plus-city targeting ("DUI defense Auburn," "estate planning Bellevue") for the cities you actively serve is built in, since generic statewide pages don't outrank city-specific competition.
How I approach Law Firm web design.
Every site I build runs on the same modern, server-rendered stack, the same one powering chegtech.com. That's deliberate. The default for local-business sites is WordPress with a page builder, and the builder layer tanks Core Web Vitals and ceiling SEO. Custom-built means faster, cleaner, and built to rank from day one.
A new website doesn't earn Google's full trust overnight. Search engines tend to be cautious with newer domains for the first few months, so I build the foundation correctly from day one, with clean structure, proper SEO, and the right signals in place. That way, as your domain ages and gains authority, your site is already positioned to climb instead of playing catch-up.
SEO + AEO Built In
- Local SEOGBP-aligned content, NAP consistency, citation cleanup, neighborhood pages
- Technical SEOCore Web Vitals in the 90s, semantic HTML, structured data, clean sitemap
- AEO OptimizationFAQ schema, AI-Overview-ready content, ChatGPT/Perplexity citation patterns
- Mobile-First Design70%+ of service searches are mobile, so every page is tested at phone width first
- Schema.org MarkupLocalBusiness, FAQPage, Service schema embedded site-wide
- Conversion TrackingGA4 + GTM + form-submission events wired to real outcomes, not vanity clicks
Tech Stack
- Next.jsReact framework, server-rendered
- AstroContent-first static sites
- TypeScriptType-safe JavaScript
- Tailwind CSSUtility-first styling
- Sveltia CMSGit-based content editor
- NetlifyEdge hosting & deploys
- Cloudflare TurnstileForm spam protection
- Schema.org JSON-LDStructured data for search + AI
- Google Tag ManagerAnalytics + conversion events
- SE RankingKeyword research + rank tracking
- BrightLocalLocal rank tracking + citation audits
- GitHubVersion control + deploy triggers
Practice-area depth + schema, not boilerplate
A law firm ranks on demonstrated expertise, so I would surface specific practice depth at the schema level, where AI Overview reads attorney recommendations. The build would be practice-area and attorney-credential pages for a small-to-mid Greater Seattle firm, the kind of 2-to-8-attorney practice that out-depths larger firms on local and AI search when the content is structured for it.
The Greater Seattle Law Firm market.
Greater Seattle's legal market splits between the downtown Seattle big-firm zone (Stoel Rives, Davis Wright Tremaine, Perkins Coie) and the suburban small-and-mid-firm corridors (Bellevue, Kirkland, Bothell on the Eastside; Tacoma, Puyallup, Federal Way in the south). The independents win on local SEO almost by default because the big firms barely optimize for local search. Practice-area-plus-suburb keywords are an unclaimed lane.
More on the Eastside marketCommon Law Firm web design questions.
I'll flag the standard WA State Bar advertising rule requirements (disclaimer language, no guarantees of outcome, proper attorney attribution), but the final compliance review is the firm's responsibility. I am not your lawyer; your bar-compliance counsel should sign off on advertising language.
The build is $2,500 one-time, hosting and maintenance $150 a month. The practice-area depth and city pages that actually outrank larger firms come from a content retainer at $350 to $850 a month, scaled to how many practice areas and suburbs you're targeting. Most firm sites launch in 2 to 3 weeks. See pricing →
As specific as the practice actually goes. "Personal injury" is too broad; "premises liability slip and fall in Pierce County" is the level that outranks competition and converts. Firms with sub-specialties (e.g. medical malpractice, trucking accidents, dog bites) benefit from dedicated pages for each.
"Schedule a free consultation" for personal injury and other contingency-fee work, where consultation is free. For hourly or flat-fee practice areas, "Request a fee quote" or "Schedule a paid consultation" sets the expectation honestly. Free-consultation framing on hourly practice areas backfires on the call. See pricing →
What clients say about working with me.
5.0 rating across 14 Google reviews.
It's always a privilege to work with someone who truly knows what they're doing and takes pride in their profession. I needed a website for my business and reached out to Jonah from Chegtech. From the start, I was impressed by the quality of his work, his efficiency, and his professionalism. Jonah handled everything in a timely manner and consistently showed respect for my time throughout the entire process. His skills, attention to detail, and commitment to delivering excellent results made the experience smooth and stress-free. I'm extremely satisfied with the outcome and would highly recommend him to anyone looking for a reliable and talented web developer.
Natalya C.
Real estate client
Amazing Service offered, ChegTech responded very quickly and helped me get my website up and running. Offered lots of help so would definitely recommend to business/individual looking to get a professional website for a good price.
Joshua S.
Verified Google review
Some of the best websites I've ever seen in my life. Wish I could start more things and companies just so I could get some more of his sites.
Lawrence R.
Verified Google review
Every Law Firm site is designed, coded, and optimized by Jonah Chegarnov. No subcontractors, no account managers, no handoffs. Founder of ChegTech · Web Designer & SEO in Auburn, WA.
More about JonahReady to talk about your Law Firm project?
Project-by-project. No retainers, no contracts. Starting at $2,500.
ChegTech · Auburn, WA 98001 · serving Greater Seattle · (206) 940-8704 · jonah@chegtech.com