How to Write Practice Area Pages That Rank on Google
Practice area pages are the backbone of your law firm’s website. When done right, they inform potential clients and attract them through search. But when done wrong, they get buried so deep in Google’s results that no one ever sees them.
Here’s how to make your practice area pages both visible and persuasive.
Start With the Right Keywords
Before you write a single word, identify what potential clients are likely typing into Google. It is less likely that someone would search “family law,” and more likely they would type in “divorce lawyer in Detroit” or “Michigan child custody attorney.”
Generally, long-tail keywords have less competition and attract more qualified leads. One actionable tip is to incorporate your location naturally a few times to improve local SEO.
Structure for Scannability
Busy people (and search engines) skim before they commit. To pass their sniff test, use:
Clear headings (H2s, H3s) with relevant keywords
Short paragraphs
Bullet points for quick facts or benefits
This improves readability and helps Google understand your page’s content.
Speak to the Client’s Pain Points
Your goal is not to show off legal jargon! It’s to connect with the client’s needs.
Bad: “Our firm handles dissolution proceedings pursuant to state law.”
Better: “We guide you through the divorce process with clarity, compassion, and a focus on protecting your rights.”
Add Depth and Value
Google favors content that answers questions thoroughly. Consider adding:
Common FAQs for that practice area
A brief outline of the legal process
Links to related blog posts or resources
The more useful your page, the longer visitors stay. This signals to Google that your page is worth ranking.
Optimize Your On-Page Elements
Your title tag should include your keyword and location.
Summarize the benefit of working with your firm in the Meta description.
Describe images with relevant keywords in the image alt text.
Use a Call-to-Action That Feels Natural
End each practice area page with an invitation to connect. You should treat it as if it is the only page of your website a visitor will see. So, while you may have a great contact page, you still need to end each page with a call to action.
“Facing a child custody dispute? Contact us today for a confidential consultation.”
It is direct and gives people something to do.
Don’t Be Caught With Outdated Content
Laws change. So should your content! Review your practice area pages at least once a year to ensure they reflect current statutes, procedures, and firm priorities. It might be a small thing, but someone finding a typo or a claim that is no longer true on your website can turn them away.
Remember, your practice area pages are not just filler. They are prime real estate for winning both clients and Google’s attention. Invest the time (or hire a professional) to make them work for you.
At Claritas Vox, we specialize in crafting search-optimized practice area pages that speak to both Google’s algorithm and your client’s heart. We can also review them to ensure they are still accurate or give your website content a complete overhaul. Reach out and we can get started!
