Practice-area pages that rank city-wide
Family, criminal, property, employment. Each practice area is its own search market in each city, and each earns a page with real substance, not a paragraph and a stock photo.
LOCAL SEO / LAWYERS
Local SEO for lawyers, built around practice areas rather than proximity.
Nobody hires the nearest lawyer. People search a practice area and a city, read everything, and rarely contact a firm rating under four stars. In Queensland, the advertising rules for injury work leave search as one of the few channels fully open. The playbook is practice-area pages, reviews and rankings, not slogans.
Reviews above the four-star line
Surveys put the contact threshold around four stars. A steady, compliant review ask keeps volume growing and the average honest, with replies that stay professional and never discuss a matter.
Advertising rules, respected
Rule 36 bans misleading claims and loose use of accredited specialist, and Queensland restricts personal injury advertising to little more than name, contact details and practice areas, with recent fines to prove it is enforced. Everything we write stays inside the rules.
The trust checks legal clients actually run
Named practitioners with real profiles, genuine accreditations, Doyle's Guide listings where they exist. A legal client verifies before calling, and the site should answer every check before it is made.
City rankings over map tricks
Legal work is chosen by expertise and jurisdiction more than distance, so we weight city-level organic rankings and profile trust over map-pack tactics that suit takeaways better than firms.
FOR LAWYERS
The rules, and the myth that will not die
Rule 36 of the solicitors' conduct rules is the baseline in the Uniform Law states: advertising must not be false, misleading or offensive, and nobody may imply specialist accreditation they do not hold. New South Wales repealed its old personal injury advertising ban years ago, yet agencies still cite it as if it were live. Queensland is the genuinely strict one: an allowable personal injury advertisement is limited to roughly your name, contact details and areas of practice, and a tribunal recently fined a firm principal $30,000 over long-running no-win-no-fee promotion.
For a firm the practical reading is simple. Say what you do and where. Prove expertise through substance rather than adjectives. Keep specialist claims to actual accreditations. And for Queensland injury work, treat your own website and your rankings as the main marketing channel, because most of the others are closed.
FOR LAWYERS
How clients actually choose a firm
Legal clients search a practice area plus a city, then verify. Surveys of how people find lawyers show most research a firm on Google before making contact, and a rating under four stars loses the enquiry before anyone reads a word of the site. Referred clients behave the same way: the name they were given gets searched, read and compared before the call. Distance barely matters; people hire across the city for the right specialty.
That behaviour sets the build order. Practice-area pages carry the ranking weight, one per area per city, written with enough substance to be worth reading. Reviews and named practitioner profiles do the verification work. Peer signals count double in law: Doyle's Guide listings are lawyer-assessed and cannot be paid for, which is exactly why they persuade.
THE FIRST 90 DAYS
How the work starts for law firms.
Start with the practice areas that pay and the searches that carry them: which pages exist, which rank, where the reviews sit against the four-star line, and whether anything on the site would trouble Rule 36 or the Queensland rules. The 90-day plan is built from that audit and measured in enquiries by practice area.
Book the callWeeks 1 to 2, audit and compliance sweep
Rankings mapped by practice area and city, the review position measured, and a compliance pass over every page that makes a claim.
Weeks 3 to 6, the pages that pay
The two or three highest-value practice areas get proper pages first, with named practitioners, real credentials and the questions clients actually ask answered in full.
Weeks 7 to 12, reviews and verification
A steady, professional review ask, practitioner profiles completed, and accreditations and peer listings surfaced exactly where clients look for them.
Beyond 90 days
Remaining practice areas built out in volume order, with the enquiry numbers deciding where the next page goes.
WHAT HAPPENS WHEN YOU ENQUIRE
A free call, then a straight answer.
You book a free 20-minute call
Pick a time and bring one workflow. Nothing is charged, and there is no form maze or sales script to sit through.
We put a number on the problem
We look at your real figures, work out what the issue is costing you and pick the first thing worth fixing. If it does not stack up, we say so.
You leave with a clear next move
One workflow examined and one honest recommendation, whether or not you hire SevenLens. No obligation and no follow-up pressure.
CLIENT REFERENCE
A client who keeps hiring SevenLens back.
Every project has solved a real business problem and saved a huge amount of manual work. We own everything we paid for, and we stay because we like working with Stuart, not because we are locked in.
£140kdelivered across projects
On budgetno nasty surprises
100% ownedcode, data and infrastructure
WHO YOU WORK WITH
You deal directly with the person who builds it.
SevenLens is founder-led. Stuart Asta designs, builds and stands behind every engagement, with no account managers and no handovers.
You own everything: the code, the accounts, the data and the documentation. Another provider could take over tomorrow. Clients stay because the work earns its place, not because they are locked in.
About SevenLensHOW PRICING WORKS
It has to pay for itself, or we say so.
SevenLens does not sell packages off a shelf. Every engagement starts with a dollar figure on the problem it solves, so you see the return before you commit. If the maths does not stack up, we tell you before you spend, not after.
COMMON QUESTIONS
Local SEO for law firms, answered plainly.
01Can law firms use testimonials in their marketing?
Yes, unlike health practitioners, provided they are genuine and not misleading under Rule 36. The sharper constraints sit elsewhere: specialist claims need actual accreditation, and Queensland personal injury advertising is limited to essentially name, contact details and areas of practice, with real fines for stepping over the line.
02Our work comes by referral. Why would we need to rank?
Because referrals get checked. The person handed your name searches it, reads the reviews and looks for the practice-area page before calling. Ranking also reaches the client who has nobody to ask, which is precisely the client the referral network never delivers.
03Is personal injury advertising still banned in New South Wales?
No. The old bans sat in regulations that were repealed, and the Uniform Law that replaced them carries no such prohibition, though the general Rule 36 standards still apply. Queensland is the strict jurisdiction: allowable injury advertising there is restricted to essentially name, contact details and practice areas, and it is actively enforced.
04Do we really need a separate page for every practice area?
Yes, because each area is its own search market with its own competitors. A homepage listing twelve areas ranks for none of them. One substantial page per area, per city where you practise, is the structure the rankings reward, and it is also what a comparing client actually wants to read.
05How long does local SEO take to work?
Google Business Profile changes can show within weeks. Organic rankings for competitive local terms usually build over two to four months, which is why we track calls and enquiries from the start rather than waiting on rankings alone.
06Do I own what SevenLens builds?
Yes, all of it. The code, accounts, data and documentation are yours from day one. There is no lock-in, and another provider could take over if you ever wanted.
07Who actually does the work?
Stuart Asta, the founder. The person on your first call designs the work and stands behind it, with no account managers, no handovers and no offshore team you never meet.
08What if it is not the right fit?
We will tell you on the first call. A clear no is more useful than the wrong project, and it costs you nothing to find out where you stand.
WHERE TO START
Book a call and we will look at your rankings first.
Bring the searches you want to win. On a short call we will check how you rank for them now, what is holding the position back and whether local SEO is the fastest way to more clients, or whether something else pays back sooner.
Book a call