A law firm website that signals competence without overpromising results.
Per-practice-area pages with LegalService schema, FAQ blocks written within the bar advertising rules of the firm's province, and Cite-met AI-search traffic tracking across six AI engines so the firm can see which AI crawlers (GPTBot, PerplexityBot, and the rest) are reading its pages and how that traffic grows month-to-month. The audit is free, and the quote will usually come in below what the firm is paying its current SEO agency.
The five lines we hear from law firms on every audit call.
“Our SEO agency wrote 'experienced legal team' on every page and now we look like everyone else.”
The agency wrote generic copy that could swap onto any firm's site without anyone noticing, which is the opposite of what a prospective client needs to read.
“I had to ask them to take down a line that read like a guarantee. The bar would have flagged it.”
Marketing vendors without a compliance instinct will draft implied-guarantee language that violates Rule 4.06 in Ontario or the equivalent in other provinces, and the partner has to catch it.
“We pay $1,400 a month and I can't tell what we're getting.”
A common retainer pattern is a fixed monthly fee with vague deliverables, no AEO setup, no AI-traffic tracking, and no schema beyond the basic LocalBusiness markup that came with the theme.
“ChatGPT recommends two firms across the road from us and doesn't mention ours.”
The firm's site has no FAQPage schema, no llms.txt, no LegalService practice-area depth, so the AI engines pull from the firms that did the structured-data work.
“Our intake form is a contact form with eight fields and nobody fills it out.”
A general contact form on a generic homepage converts at a fraction of the rate of a per-practice-area page with a short, jurisdictionally appropriate intake flow.
The pieces a Canadian law firm site needs.
Per-practice-area pages with LegalService schema
FAQPage schema written within bar advertising rules
Lawyer profile pages with Person and JobTitle schema
Case-result language gated by jurisdiction
Multilingual practice-area pages where it makes sense
Booking widget integration on the Studio tier
Pricing scoped for law firms.
Site
$2,500Story
$5,000Engine
$9,000Studio
$15,000+Monthly retainer (AEO included at every tier)
- Care$60/moHosting + AEO maintenance
- Local$300/mo+ 1 post/mo, local SEO
- Growth$700/mo+ 4 posts/mo, mention tracking
- Authority$2,000+/mo+ Reddit, Wikipedia, PR
Prices shown exclude applicable taxes.
See the full pricing and tier breakdownThe closest analog we have shipped: Ziani, for UK policy and public affairs.
We have not shipped a law firm site yet, and we are not going to pretend otherwise. The closest analog in the studio's portfolio is Ziani, the AI-powered Westminster intelligence platform we built for UK public affairs teams. Ziani sits in the same regulatory texture lawyers operate in: parliamentary procedure, committee transcripts, MP positions, structured legislative data that has to be presented accurately because the people consuming it are reading every claim. Same schema discipline, same multi-page topic depth, same care about not overstating what the platform does.
The model that ranks Ziani's parliamentary committee pages and the model that ranked Starlit Homes' twelve building-science pages is the same model that ranks twelve practice-area pages for a law firm. The voice constraint is tighter for lawyers, which is the part worth being honest about. We run every line of copy through the writing-voice gate and the ai-slop gate first, and then through a law-society-advertising-rule check that strips any implied-guarantee language before the page goes live. In Ontario that means Rule 4.06 of the Rules of Professional Conduct. Other provinces have parallel rules with their own wording. We do the reading so the partner does not have to redline the homepage.
The credentialing anchor is Mahmoud's decade at Verto Health and the Marketing Operating System framework, published CC-BY at 280+ sources and 32 maturity cells. The healthcare schema fluency from co-authoring the Verto patent on AI orchestration translates cleanly to LegalService schema work, because both healthcare and law are regulated industries where the structured-data discipline matters more than the visual layer. Pair that with cite-met AI-search traffic tracking across six AI engines and we know the AI-crawler pattern law firms need before the first page ships.
What we bring that a generalist agency does not.
Free audit
24-page AI search audit, no commitment.
You hand us your URL, we send back a scored report covering AI citations, mobile Lighthouse, schema, and the gap between your current site and what law firms need to show up in 2026. No card, no call required.
Law firms guides & pricing.
What does a law firm website cost?
Canadian law firm website pricing: $2,500 to $15,000+ build, $60 to $2,000+/mo retainer. What each tier ships and why it usually undercuts your current agency.
Read the guideAEO for law firms: getting cited by AI search without violating bar advertising rules
How Canadian law firms get cited by ChatGPT and AI Overviews without implied-guarantee copy that violates Rule 4.06 or its provincial equivalents.
Read the guideFrequently asked.
Law firms across Canada.
We build and rank law firms sites across Canada and the UK. Our Toronto page goes deep on the local market; for any other city, tell us on the audit and we tailor the build to it.