Practice areas, not a list
People don't search for "attorney". They search for the problem: a DUI, a divorce, a will, a car accident. Each practice area needs its own page explaining how you handle that kind of matter, in the county courts where you practice.
The rules that apply
- Your state's version of the professional conduct rules on advertising: nothing false or misleading, and conditions on terms like "specialist".
- Some states restrict testimonials or results claims, or require disclaimers with them.
- Confidentiality applies online too. The ABA has cautioned lawyers against revealing client information when replying to negative reviews.
Profiles for the firm and each lawyer
Google allows a profile for the firm and for individual lawyers who meet clients there. Keep the address, phone and hours identical across them, pick the most specific category for each, and link each lawyer's profile to their bio page.
Questions
Can I reply to a negative review from a client?
Carefully. Don't reveal anything about the matter. A short, professional reply that invites them to contact the firm is safest, and your bar may have specific guidance.
Is law firm SEO worth hiring out?
It's competitive in big cities. Whoever does it should know your state's advertising rules.
Should I list past case results?
Only if your state allows it and with any required disclaimer.