For lawyers
Local SEO for lawyers. Get found on Google and ChatGPT.
People look for a lawyer at stressful moments: an accident, a divorce, a will, a criminal charge. They search for the specific kind of lawyer they need and want to know if you offer a consultation. More of them ask ChatGPT or Gemini for a name. A firm whose profile and site are clear about practice areas and location is easier to recommend.
Free audit for your law practice · No signup · About a minute
What your customers ask AI
Questions like these decide who gets the call. Does ChatGPT name you, or someone else?
- “Who is a good family lawyer near me that offers a free consultation?”
- “Which estate planning attorney in Oklahoma City can help me write a will?”
- “Can you recommend a personal injury lawyer in Detroit for a car accident?”
What Google and AI look at for lawyers
Practice areas, clearly separated
Someone asking about a DUI and someone asking about a divorce need different lawyers. A page for each practice area, in plain language, helps Google and AI connect your firm to the right questions.
Who the lawyers are
Attorney bio pages with name, bar admissions, education and the matters each lawyer handles show real people behind the firm. That is part of how search engines judge trust for legal topics.
Consultation details
Whether a first meeting is free or paid, in person or by video, and which languages you speak are common questions. Answering them on your site saves a potential client a call.
Consistent firm details
Your firm name, address and phone number should match across Google, your website, your bar profile and legal directories. Mismatches make it harder for search engines to trust the listing.
5 fixes you can make this week
- Keep "Lawyer" or "Law firm" as your primary category, then add specific ones you truly practice, like "Family law attorney", "Estate planning attorney" or "Personal injury attorney".
- Write a separate page for each main practice area, explaining in plain words who you help and what the process looks like, without promising outcomes.
- Add or update a bio page for each attorney with bar admissions, education and the areas they handle.
- Put your consultation policy in one clear sentence on your homepage and in your Google description.
- Check that your firm name, address and phone match exactly on Google, your website and your state bar profile.
Tip: on Google, pick “Lawyer” as your primary category, or a more specific one if it fits better. On your website, ask your web person to add LocalBusiness structured data using the schema.org type LegalService.
Getting more reviews, the right way
Rules for lawyers vary by state, and some bar rules limit how you can ask for reviews, use testimonials or respond to them, so check your state's rules first. If asking is allowed, ask every client the same way once the matter is closed, with a simple email and your review link. Never offer anything in return. When you reply, never confirm that the reviewer was a client or reveal any detail of their matter. A short, general reply is the safe choice.
How Kip helps lawyers
- Every week, Kip asks ChatGPT and Gemini questions like the ones above and tracks whether they recommend you, and who they pick instead.
- Every month, Kip re-runs your audit and emails a short report with your next fixes, in plain words.
- On Pro, Kip tracks nearby competitors and emails review requests to your customers in your business's name.
The free audit works today. Paid plans open to founding members in small groups: reserve a spot.
Questions from lawyers
Can I reply to a negative review from a former client?
You can usually reply, but your duty of confidentiality still applies. Don't discuss the case, confirm the person was a client or argue facts. A brief, polite reply that invites them to contact the firm is the common approach. Check your state bar's guidance.
Should each lawyer have their own Google profile?
Google allows individual practitioner profiles in some cases, but they can split your reviews and confuse searchers. Many small firms do better with one strong firm profile and detailed attorney pages on their website.
Will this get my firm more cases?
We can't promise that, and no honest tool can. The free audit shows how Google and AI assistants see your firm today, who they recommend instead and which gaps you can fix yourself.