1) Map the firm and its practice areas
Start with office locations, primary practice areas (personal injury, family, criminal, estate planning, etc.), current caseload sources, and monthly lead targets. Different practice areas compete in very different keyword spaces.
2) Audit local search presence
Check GBP optimization per location, local pack rankings for high-value practice terms, review volume and response patterns, directory/citation consistency, and competitor positioning in the local market.
3) Build a practice-area SEO scope
Define monthly work: GBP management, practice-area landing page creation and optimization, citation cleanup, content for high-intent legal queries, and review operations.
4) Present pricing and next steps
Tie retainer pricing to lead volume expectations per practice area. Close with a simple approval step and kickoff schedule.