Before anyone touches your site, we look at everything that decides whether your firm gets found: technical health, content, rankings, local presence, backlinks and the firms ranking above you. You get it back within 24 hours, free.
A law firm SEO audit is a review of every signal that decides whether your firm shows up when someone searches for a lawyer. It covers four areas: the technical health of your website, the content on your practice area pages, your local presence and Google Business Profile, and your backlink profile, each one read against the firms ranking above you.
Most firms only see symptoms: fewer calls, a competitor who suddenly shows up everywhere, a report full of numbers nobody explains. The audit finds the causes, ranks the fixes by how much they will move your firm, and says plainly whether the answer is organic search, paid search, or work on how AI assistants read your site.
It’s free, delivered within 24 hours, and yours to keep whether or not you hire us. It’s also where every one of our law firm SEO engagements begins, helping law firms nationwide identify opportunities to improve search visibility, compete in their local markets, and attract more qualified clients.
Get My Free SEO AuditCredentials our agency holds today, checked and renewed by the companies that issue them.
Tick the ones that sound like your firm. These are the eight complaints we hear most often from attorneys, and none of them is a mystery: each has a cause that shows up somewhere, in the analytics, in the site itself, or in the way the market is being worked.
The trouble is that the symptom and the cause almost never match. Traffic that falls is not always a penalty, and a page that will not rank is not always thin. Separating the two is the whole job of the audit, so the first month of work goes into what is actually costing you cases instead of whatever is easiest to fix.
Start ticking. Most firms we talk to recognize at least two.
We review your site and the firms ranking above you in your counties, and send it back within 24 hours. It is yours whether or not you hire us.
Get My Free SEO AuditTechnical, content, local SEO and backlinks. Twenty four checks in all, six in each area, and each area answers a different question about why your firm is, or is not, showing up.
Technical audit
Content audit
Local audit
Backlinks audit
Every audit also compares you with the firms ranking above you in your counties, and checks where you rank today for the searches that bring cases.
Not a 90 page export from a tool. A short document written for the person who runs the firm, with the reasons behind every recommendation.
Your positions for the searches that bring cases, in Google and in the map pack.
The firms ranking ahead of you in your counties, and what they have that you do not.
Technical, content, local and backlink issues, in plain language.
Every finding ranked by impact and effort, so you know what to do first.
We go through it with you on a free strategy call and answer your questions.
An audit that lists 300 problems with the same weight is not an audit, it is a to-do list nobody finishes. We place every finding by the impact it will have on your firm and the effort it takes, so the first month goes to what moves the needle.
No sales call before you see anything. You send the basics, we do the work, and then we talk about what we found.
Send us your law firm website, the practice areas you want more cases in, and the cities and counties you serve. No access to your analytics, no call, no forms to fill in. That is all the law firm SEO audit needs to start.
A technical SEO crawl of every page, the content and practice area pages you rank with, your Google Business Profile, citations and reviews on the local side, and your backlink profile. Then the same checks on the law firms ranking above you for the searches that bring cases in your counties.
A written audit, not a tool export: what is holding the site back, where competitors are ahead, the practice area and location pages you are missing, and the fixes in the order they cost you cases. Plain language, with the reason behind every recommendation.
A free call with our team to go through the findings, what we would fix in the first ninety days and what can wait, plus what the work would cost if you ever wanted us to do it.
The audit is yours to keep and to hand to any agency, in house marketer or developer, whether or not you hire us. No contract, no obligation, and nothing locked behind a login.
They see it every time they outrank you. Get the same view of your firm, with the fixes in order, back within 24 hours.
Get My Free SEO AuditEach of these engagements opened with the same review we are offering you. These are the numbers that came after it.
What the audit found first was rarely exotic: practice areas sharing one set of pages, a local profile left half built, a structure Google had to guess at. Results vary by market, practice area and competition.
The audit turned up two practices sharing one set of pages, so neither ranked for what it actually did. Splitting family law from criminal defense, and giving each practice area its own answers, was the first fix on the list.
The review found an injury practice competing on the same three sentences as every other firm in the county, with no page for the questions people call about. The fixes were done in the order they were costing cases.
The audit showed a practice built on one quiet question, how do I clear my record, with almost nothing on the site answering it. Building those answers, in the words people actually search, is where the work started.
What a healthy website looks like depends on the practice area. A criminal defense firm relies on urgent mobile searches, while an estate planning firm needs to build trust through authoritative, in-depth content. We evaluate your website against the search behavior of your potential clients and the law firms competing in your target markets, identifying the improvements that matter most to your practice.
The audit is not a sales document. It is written so it is useful whatever you do next.
Hand the list to your team or your web developer. The fixes are written so someone who was not on the call can follow them.
Already working with someone? Several firms in our reviews came to us that way. The audit shows what is working and what is not, and you decide what to do with it.
Our SEO & AI Search plans start at $2,999 a month, and the scope is confirmed in writing after the audit. A bigger plan widens what we do; it does not buy faster rankings.
See SEO pricing
Andrew Sullivan
Verified by Trustpilot
The Expert SEO has become a core asset to our business success. Their considered approach has bore quantifiable results. Our website is greatly improved. Our traffic has increased dramatically. Now we are engaging them to assist us in attracting more AI based searches. I would be remiss if I didn’t mention the top notch service from our client success manager, Nicole. She provides great client services and keeps busy small business people on track.
Sarah Whitmore
Verified by Trustpilot
We had worked with other marketing companies before, but this was the first time we actually understood what was being done and why. The communication and transparency have been excellent.
Daniel Harrison
Verified by Trustpilot
Our visibility on Google has grown tremendously. More importantly, we’re getting calls from people actually looking for the type of cases we handle.
Jennifer Collins
Verified by Trustpilot
The Expert SEO rebuilt our SEO strategy around the services and markets we actually wanted to grow. We’re seeing stronger organic visibility and a noticeable increase in qualified consultations.
Amanda Parker
Verified by Trustpilot
The team is responsive, organized, and incredibly easy to work with. We always know what’s happening with our SEO and what they’re working on next.
We’ve been working with The Expert SEO for over a year, and the experience has been great so far! Before hiring them, our online presence wasn’t generating enough leads or the right quality of leads.
They helped us with website design, PPC, and organic and local SEO growth. We saw an immediate bump in website traffic early on, and since then the growth has been steady and consistent.
The increased online visibility has brought us more qualified leads and improved the overall performance of our marketing efforts. The team is responsive, transparent, and data-driven, which we really appreciate.
I would recommend The Expert SEO to business owners looking for a reliable digital marketing agency focused on long-term growth.
We’ve seen a real improvement in our local visibility and the quality of leads coming through Google. The team has also been fantastic about communication.
Robert Mitchell
Verified by Trustpilot
We’re competing in a very difficult market, and they never promised overnight results. They built a strategy, executed consistently, and our visibility and consultations have continued to grow.
David Anderson
Verified by Trustpilot
We came to the team after working with another SEO company that wasn’t delivering the quality of leads we needed. Within months, we started seeing stronger visibility across our key practice areas and, more importantly, better inquiries. The communication has been excellent, and we finally feel like our marketing has a clear direction.
Elizabeth Warren
Verified by Trustpilot
What stood out from the beginning was how much time they spent understanding our firm before recommending anything. They looked at our market, competitors, practice areas, website, and the types of clients we actually wanted to attract. Instead of chasing traffic or rankings that don’t translate into business, the strategy has always been centered around qualified opportunities. Our organic presence has grown, we’re showing up for more valuable searches, and we’re receiving better consultations through the website. Just as important, the team is responsive, transparent, and always willing to explain what they’re doing and why. It feels much more like having a marketing partner than simply hiring another SEO agency.
People who work only with law firms. Roger Aguiar has spent more than seven years in search, and the audit reflects it: it is read against how legal clients actually search, not against a generic checklist built for online stores.
What it covers, what it costs and what happens next.
We review your website, technical SEO, content, rankings, local visibility, Google Business Profile, backlinks, competitors and current search presence. Then we rank what we found by impact, so you know which fixes matter most for your firm.
Yes. The audit and the strategy call are free and there is no obligation. You keep the audit whether or not you hire us.
You get it back within 24 hours of sending us your website, your practice areas and the cities you serve. Then we schedule the call at a time that works for you.
Your website address, the practice areas you want more cases in and the cities or counties you serve. Access to Google Analytics or Search Console helps, but it is not required.
A tool scans your site in isolation and returns hundreds of warnings with the same weight. We compare you with the firms ranking above you in your counties, look at your Business Profile and backlinks, and tell you which few fixes will actually move your firm.
Yes. The audit shows whether your current site can be improved or whether its structure, speed or platform will hold your SEO back. If a rebuild makes sense, we explain why before you decide.
Yes. Several of the firms in our reviews came to us while working with another agency. The audit shows what is working and what is not, and you decide what to do with it.
Yes. The local part of the audit looks at your Google Business Profile: the primary and secondary categories, the services listed, your reviews and how you respond to them, your name, address and phone across directories, and where you appear in the map pack city by city.
Yes. We audit law firms across the United States. The competitor side of the audit is read against the firms ranking in your own county, wherever that is, not against a generic national list.
No. The audit goes to you and to nobody else. What you share with your agency, and when, is your call.
We walk you through what we found, explain where the strongest opportunities are and recommend next steps. You decide whether you want us to help, do it in house, or hand it to someone else.
Reviewed by Roger Aguiar, founder of The Expert SEO. Page last reviewed on September 24, 2026.About: Search engine optimization, Google Search Console, Local search, Backlink, Web performance
Send us your website, your practice areas and the cities you serve. The audit comes back within 24 hours, and then we walk you through it on a free strategy call.
