SEO doesn’t have to take nine months to start showing meaningful results. The key is to grind out the foundational work right out of the gate. This means more work on our end, but it allows us to deliver meaningful results faster than most agencies. When we deliver as promised, our clients stay with us for the long term. Simple as that.
We offer completely custom SEO strategies that complement the strengths of your firm and cater to your ideal client. We also offer transparent reporting in plain english so you understand exactly how our strategy is performing. No vanity metrics or fancy jargon, just facts.
We are just as committed to our reputation as we are to results. See what other client’s have to say about their experience working with us for SEO.
I can’t say enough about how great my experience has been dealing with Jared Berg. He came highly recommended by another law firm that I have worked with throughout my career. That law firm has a very good reputation and has done a very good job with marketing over the years so I know and trust their discernment. That firm’s recommendation of Jared meant a lot to me. In my own experience working with Jared I have found him to be knowledgeable, warm and adept at problem solving. He built my firm a wonderful website, which is attractive and efficient. He has continued to deliver in his promises with regard to SEO. I appreciate anyone who does what they promised to do, but what stands out more than anything else is Jared’s willingness to go above and beyond his promises and do more to help my firm succeed. Jared helped me work through some internal system issues that did not involve the website and his help benefited my firm tremendously. He’s always quick to respond to my crazy questions and I never feel like he’s condescending in any way. He has a servants heart and he just wants to help. If you need a professional website and top notch SEO, Jared will exceed your expectations.
All SEO services start with both feet on the gas. While we always start with research and data analysis, we run all of these steps in tandem to help us gain momentum ASAP.
We believe in measuring what matters. That’s why every engagement begins with lead tracking and a full site audit. If you don’t already have baseline data on your current leads, we’ll set that up first. This gives us a clear picture of where you’re starting and helps us build a strategy that actually moves the needle.
Before we build a strategy, we need to understand who your ideal client is and what makes them tick. We want to know the charges they are facing, the stress they are feeling, and the stakes of the situation. This information helps us match our strategy to the intent of your ideal client when they start searching.
Once we’ve wrapped up the discovery meeting, we build a strategy tailored to your firm. That means blog content, new service pages, and upgrades to your existing site—all designed around your practice area and market. We review everything together, and once you’re happy with the direction, we get started.
Once the strategy is approved, we get to work. That includes executing your content strategy, building internal and external links, running regular site audits, and handling technical fixes. We also monitor performance data closely, making routine optimizations to improve rankings, user experience, and conversion rates over time.
On top of your core strategy, we take care of Google Business Profile optimization and help you earn more reviews. This includes keeping your profile complete and up to date, improving how you show up in local searches, and implementing a system that makes it easy for satisfied clients to leave feedback. These details are often the difference between showing up in the map pack and getting buried beneath competitors.
We built our process around a simple truth: legal clients don’t search for lawyers the same way they search for plumbers or accountants. They’re stressed, uncertain, and looking for someone who understands their specific situation. If your SEO strategy doesn’t account for that psychology, you’re just burning money on keywords that don’t convert.
Before we write a single line of content or build a single link, we map out how your ideal clients actually behave when they need legal help. What are they searching for at 2 AM after an accident? What questions are they asking their friends? What misconceptions are stopping them from calling a lawyer?
Once we understand that journey, we build an SEO strategy that intercepts them at every stage. Early research queries. Comparison shopping. Local searches. Emergency situations. We make sure you show up when it matters most, not just when search volume is high.
We don’t work off a checklist of monthly deliverables. Some months your site needs heavy technical work. Other months it’s all about content. Sometimes the biggest opportunity is a single high-authority link that takes weeks to earn.
We prioritize what moves the needle right now. If that means writing ten pieces of content in one month and three the next, so be it. If we need to adjust your site architecture to improve growth, we do it. Heck, we’ll even help with internal team issues if that means we will generate better results for your firm. We’re not here to hit arbitrary quotas. We’re here to get results as fast as possible.
Everything we do is built around state bar rules and ethical advertising standards. Our team is experienced in law firm marketing and reviews every piece of content for accuracy and compliance. You’ll never see misleading claims, outcome guarantees, or anything that puts your license at risk.
You also get final approval on everything before it goes live. We handle the strategy and execution, but you stay in control of your firm’s reputation.
SEO does take some time to work. Usually around 3-6 months to see significant momentum. But we don’t force you into long-term contracts. If you need to pause or walk away, just give us written notice and we’ll wrap up at the end of your billing cycle. No penalties, no fees, no hassle.
We stay focused on earning your business every single month.
We offer a variety of pricing options allowing us to effectively serve firms of all sizes.
Guided SEO where you go at your own pace. Perfect for smaller firms just getting started with SEO. We provide all of the strategy and technical work, you just need to handle the content writing.
Our classic SEO retainer for growing firms. We take care of everything from content to link building. We’ll also optimize for AI and conversions.
For multi-branch firms with 50+ attorneys ready to dominate their market. Multi-site strategies, advanced analytics, CRM integration, competitive intelligence, and hands-on strategic consulting. Limited to one client for complete focus and true exclusivity.
Want to handle everything in-house? We will teach your internal marketing team everything we know about law firm SEO. Our 5 week law firm SEO workshop includes 3 hands-on training sessions a week where we start with instruction, then dive right into the work, implementing quality SEO right away. Your team will learn:
Launching a new site often lands you in what we like to call “the sandbox phase”. This is a few months of digital purgatory where Google will simply refuse to index or rank your site. The good news is, we know a few tricks to expedite this period and boost rankings.
Here we have an example of a criminal defense attorney who launched a new site and was indexed within 1 week. This graph depicts the first 3 months of results from just organic traffic.
If you don’t have a site yet, this can give you a general idea as to how traffic can look for the first few months. Notice, SEO is a compounding marketing strategy. This client is now sitting at a total of 1,000 clicks, 80,000 impressions, and almost $100,000 in revenue (just from SEO) 6 months after launch.
When you work with Lucerna, you work directly with founder Jared Berg. Jared handles all SEO and design personally, with support from the writing team when needed. No account managers or handoffs, just direct access to the person doing the work.
Have a question about rankings? Want to explore a new direction in your strategy? Jared is always available to talk it through. This direct line of communication means faster answers, fewer misunderstandings, and a strategy that actually reflects your goals.
SEO delivers long-term growth, but it takes time to build momentum. That’s why we recommend pairing it with website design and Google Ads. This combination balances immediate lead generation with sustainable results—all built on a site designed to turn visitors into signed cases.
Elevate your firm with a website designed to build trust and drive new business.
Generate new leads today with Google PPC Ads.
