Programmatic SEO service for legal marketers
A fixed-scope programmatic SEO build for legal marketers: we design the data contract against Clio / Practice Panther, ship 180 reviewed URLs in the first tranche, and hand you the templates, gates and runbook. Modelled at 78 indexed URLs earning roughly 60 case enquirys a month at legal marketers' typical rates.
- Pilot
- from $2,700
- Build
- from $7,000
- Scale
- from $14,600
63–180 URLs
126 URLs
504+ URLs
The build, not the theory
Law firm SEO has a specific bottleneck: partners must approve anything published in their name, and partners are the most expensive, least available reviewers in any industry. The answer is jurisdiction-aware templates where the variable content is statutory, procedural and factual — filing deadlines, court locations, fee schedules, limitation periods — so partner review is about accuracy of a small delta rather than reading 400 pages of prose. That is the strategy. This page is the service: what we actually do, in what order, at what price, and the conditions under which we tell you not to buy it. Every engagement starts by pointing at one real system you already run — usually Clio / Practice Panther, sometimes Court filing systems — and asking whether its rows can answer a query shape better than a human writing prose. If the answer is no, the engagement stops at the audit and you keep the findings. If the answer is yes, we write the data contract, design one template family against real rows, publish a gated first tranche, and only widen the axis after Search Console proves the pattern indexes. Nothing about this is a retainer: the engine installs on your WordPress, and the case enquiry path is wired into your funnel, not ours.
- Clio / Practice Panther
- Court filing systems
- Westlaw / LexisNexis
- Google Business Profile
- WordPress
- Calendly
- CallRail
Firm builds where conversion is a qualified case enquiry rather than a form fill.
Four phases, each with something shipped at the end
Jurisdiction mapping
Which jurisdictions the firm can actually serve, and which statutory variables genuinely differ between them.
Jurisdiction × practice matrix with data gaps.
- A written data contract mapping Clio / Practice Panther fields to every rendered block, with null-handling rules per field.
- One production template family with 12 blocks, of which 5 vary per row beyond string substitution.
- 180 published URLs with schema, internal links, sitemap entries and IndexNow pings.
- An index-eligibility gate that refuses to publish rows below your evidence threshold.
- Search Console cohort reporting split by template family, not by page.
- A refresh job that rewrites stale rows on a 35-day cycle.
- A legal marketers-specific runbook: how to add an axis, how to kill one, how to roll back a bad batch.
- Handover session with Court filing systems and Westlaw / LexisNexis wired into the reporting loop.
- Clio / Practice Panther export or API accessRequired
The rows are the product. Without them there is no page family, only prose.
- One named approverRequired
A single person who can sign off a template without a committee round.
- WordPress admin or stagingRequired
We generate into your environment; we do not host your pages.
- A working case enquiry pathPreferred
Each page hands the visitor to a real case enquiry flow — form, checkout, booking or trial.
- Search Console property accessPreferred
Cohort-level indexation data is how we decide what widens and what gets cut.
- Review capacity: one page per family, per batchPreferred
A human signs the sample before the batch publishes. That is the scaled-content defence.
Quote and payback estimator
Defaults are this seat's modelled economics. Move them to your own numbers — the build estimate and payback window recalculate live. It is a model, not a quote; the fixed proposal comes after the scoping call.
- Indexed URLs (62% gate)
- 31
- Clicks / month
- 682
- case enquirys / month
- 24
- Pipeline value / month
- $43,200
- Indicative build
- $2,400
- Payback
- <1 month
The 62% index rate is the conservative figure we plan against, not a promise. Batches that gate harder index higher.
Three ways to buy this build
Pilot
from $2,700
63–180 URLs
Proving the the axis axis exists before you fund a build.
- Data audit + contract
- One template family
- Gated first tranche
- Indexation read at day 30
Build
Most boughtfrom $7,000
126 URLs
Legal Marketers with a proven dataset and a live case enquiry funnel.
- Everything in Pilot
- 2 template families
- Schema + internal link graph
- Refresh job + rollback
- Runbook handover
Scale
from $14,600
504+ URLs
Multi-axis surfaces where one bad batch would be expensive to unwind.
- Everything in Build
- Multi-axis expansion plan
- Release drip + quota control
- Quarterly axis pruning
- Named delivery lead
The shape of the surface before a single page is written
/legal-marketers/Hub. Human-written, links every axis, never generated.
/legal-marketers/{the}/Primary axis — one page per Clio / Practice Panther row that clears the gate.
/legal-marketers/{the}/{modifier}/Second axis. Only published where the pair has its own evidence.
/legal-marketers/compare/{a}-vs-{b}/Comparison family. Capped at pairs with real query volume.
/legal-marketers/updates/Change log for the dataset — freshness signal, not filler.
Rules that decide whether a row earns a URL
| Gate | Test | If it fails |
|---|---|---|
| Row completeness | ≥ 75% of contract fields present | Below threshold the row renders as a directory entry, not a URL. |
| Evidence density | ≥ 4 unique data points not shared with a sibling row | Fails → folded into the parent page as a section. |
| Demand | A measurable query shape in Search Console, Semrush or paid data | No demand → the axis is dropped before templates are written. |
| case enquiry path | A working case enquiry destination for the row | Missing → the page publishes noindex until the path exists. |
| Human sample | One page per family per batch reviewed and signed | Unsigned batches do not leave staging. |
What the first weeks look like
- Week 1
Scoping call and data review
We look at what legal marketers already hold — systems, exports, APIs — and score each axis for demand and defensibility.
- Week 2
Contract and template design
The data contract is written and the first template is designed against real rows, not placeholders.
- Weeks 3–5
First tranche live
19–44 URLs published with schema, internal links, sitemap entries and IndexNow.
- Weeks 6–9
Read, widen, hand over
Indexation and impression data decides what widens and what gets cut. Templates, gates and runbook transfer to you.
Partner review from 40 hours to 6
- Setup
- A multi-state firm with 9 practice areas and 14 jurisdictions, where every page needed full partner reading.
- Mechanism
- Boilerplate approved once per practice area, jurisdictional deltas isolated into cited fact blocks, and a review interface showing only the delta.
- Result
- 126 pages approved in six partner hours instead of an estimated forty, with an auditable sign-off record per page.
Cases where we will not take the build
- Your Clio / Practice Panther data has fewer than 220 usable rows — a hand-written hub will outperform a thin page family.
- The query shape is dominated by one brand's own properties and no third party ranks on page one.
- There is no case enquiry destination, so the pages would earn traffic you cannot bank.
- You want volume as the goal. We size to evidence, and evidence usually caps the count lower than you hoped.
Buy the whole build, or one piece of it
Buying questions legal marketers ask us
Pilot engagements start at $2,700 and cover the audit, contract, one template family and a gated first tranche. A full build for the 126-URL surface starts at $7,000. Pricing is fixed at proposal — we do not bill by page or by hour.
Other seats we scope builds for
Want the legal marketers surface scoped before you build it?
We'll audit the data source, size the first batch, set the performance budget and tell you honestly if programmatic is the wrong tool for your category.
