What a law firm website needs to get found in Palm Beach County

We have audited personal injury and criminal defense firm sites across Palm Beach County. The ones that get calls and the ones that get scrolled past differ in the same handful of ways every time.

Location pages, not a service area sentence

Most firm sites say "serving all of Palm Beach County" once in the footer. Google does not rank a footer. The firms that own searches like "car accident lawyer Boca Raton" have a dedicated Boca Raton page, with local details (which roads, which hospitals, which courthouse), reviews from clients in that city, and a map. Six to eight location pages typically cover a county. They are not duplicates of each other; each one is written for that place.

One page per practice area, written as an answer

A single "Personal Injury" page cannot rank for car accidents, slip and falls, truck accidents and wrongful death at once. Each needs its own page with a heading that matches what people search, a direct answer to "what should I do" in the first paragraph, and a short FAQ at the bottom. This is what gets a firm into Google's direct answer box and into AI Overviews, where a growing share of legal searches now end.

Proof people can see

Prospects choosing between two firms look for three things: case results, reviews, and the faces of the attorneys. A case results page with specific outcomes (as far as your bar rules allow), review profiles on Google that are actually answered, and attorney profiles that cover bar admissions, trial experience and what to expect on the first call. Video of the attorneys speaking plainly about one topic each is the single highest trust signal we have seen on firm sites, and almost nobody does it.

Name, address and phone that match everywhere

We have seen firms with three different addresses across their website, Google Business Profile and legal directories after an office move. Google treats that as three different businesses and trusts none of them. Every listing should match the website character for character.

The plumbing

• LegalService and Attorney schema on the relevant pages, FAQ schema on practice area pages.
• One canonical URL per page, a sitemap, and no broken links left over from the last redesign.
• A site that loads in under three seconds on a phone, since that is where most injury searches happen.
• An llms.txt file and an about page written as plain facts, so AI assistants describe the firm correctly.

After the click

Getting found is half of it. Most firms still route every inquiry to a shared inbox and call back the next day. A short intake form that asks the right questions by practice area, scores the matter and lands in a CRM with automatic follow up turns the same traffic into more signed clients. An AI assistant on the site that answers at 11pm and books the consultation does the rest.

We build this whole system for firms: the site, the intake, the assistant, the CRM and a dashboard that shows which pages and searches produced which matters.

Questions people ask