Case study · Law firm SEO · Florida, statewide
A probate firm that takes cases in every county in Florida. Someone typing “Florida probate lawyer” has just lost a parent or been named executor, and they need help now. For that search, Google puts Florida Probate Law Group first. For three more probate searches, it puts them second.
One state. No city in the search.
#1(01) The search
Every Florida county, one search result.
Most local searches have a city in them, or Google adds one from where you are standing. A plumber in Tampa only has to beat the plumbers near Tampa. A search for “Florida probate lawyer” is different. It covers the whole state, so distance stops deciding who wins and Google has to choose the firm it trusts most for all of Florida.
That is the hardest kind of local search to win. The competition is not the firm down the street. It is national lawyer directories, the state’s own legal listings and every probate practice in the state, all chasing the same handful of searches.
It is also the most valuable. Probate work can be done remotely, so one firm can take cases from Pensacola to Key West. Whoever ranks for the statewide search gets a shot at all of them.
(02) The results, search by search
Each row is page one of Google for one search, ten results wide. The dark square is where Florida Probate Law Group sits, taken from the screenshots below.
Search on Google
Result 1Result 10
Position
“Florida probate lawyer”
Home page · #1
“Probate lawyers in Florida”
Home page · #2
“Florida probate attorneys”
Home page · #2
“Attorneys probate”
Bartow city page · #2
(03) The screenshots
“Florida probate lawyer”: #1
The main statewide search. The home page answers it.
“Probate lawyers in Florida”: #2
Same page, the search worded the other way round.
“Florida probate attorneys”: #2
Attorney instead of lawyer. Still the top two.
“Attorneys probate”: #2
A broad search with no state in it, answered by their Bartow city page.
Read the screenshots
Look at the title and the line under it: Florida probate lawyer, flat fee, statewide, all 67 counties, fully remote, a former court staff attorney. A grieving family scanning the page learns in two seconds that this firm covers their county and what it costs.
And the fourth screenshot is not the home page.
For “attorneys probate”, Google picked the firm’s Bartow page. A strong statewide site lets its city pages compete for broad searches too, so the firm can show up more than one way.
Want this for your practice? Our law firm SEO page shows how we work with firms across Canada and the US.
(04) How we work
A firm that can serve a whole state should rank for the whole state. That takes a statewide page strong enough to beat directories, with local pages under it that catch the searches nearby.
How a statewide practice site fits together.
Step 01
Own the statewide search
One page built to answer “probate lawyer” plus the state name, worded every way people type it: lawyer, attorney, in Florida, Florida first.
Step 02
Pages for the places beneath it
City and county pages that each answer their own search and point back up to the statewide page, so the whole site reads as the Florida probate firm.
Step 03
Write the result, not just the page
The title and description Google shows are an ad you don’t pay for. Service, coverage, price model and who you are, before the click.
Step 04
Make the firm easy to trust
Clear business details in the code, consistent listings and links from sources Google already trusts for legal topics. That trust is what wins a search with no city in it.
Two guarantees with dates on them, and both run faster than probate.
Guarantee 01
20days
If you don’t see visible improvement in your key metrics within the first 20 days, we refund $200 on top of returning your payment for that period.
What we measure: your traffic, what that traffic is worth, how much authority your site and its pages carry, and how many other sites link to you, against the day we start.
Guarantee 02
60days
If your qualifying keywords aren’t on the first page of Google within 60 days, we keep working for free until they are.
What counts: at least one high-value search for your business on page one of Google.
No long-term contracts. Results keep you here. Paperwork doesn't.
Your next step
A free 30-minute strategy call on Google Meet. We run the searches your clients type for each practice area, show you where your firm sits today and who Google puts first and why, and tell you what we would do first and what it costs.
Bring with you
We search your market live
The way your customers do, in the towns you serve.
We show who's above you, and why
On Google, on Maps and in the AI answers.
You leave with a road map
Yours to keep. If we can help, we'll invite you to work with us.
For established businesses doing at least $20,000 a month.
Straight answers
In the screenshots on this page they are #1 on Google for “Florida probate lawyer” and #2 for “probate lawyers in Florida”, “Florida probate attorneys” and “attorneys probate”. Every one of the four is a top-two result.
A city search is partly decided by distance, so you only compete with firms nearby. A search for a whole state takes distance out of it. Google has to pick the firm it trusts most for every county, and that firm is up against national lawyer directories and statewide legal listings as well as other practices.
Yes, when the firm can genuinely serve the whole area, as a remote probate practice can. We build one strong page for the statewide search and local pages beneath it, and we work on the trust signals Google needs to choose one firm for a whole state.
Google chose the firm’s Bartow probate page for that broad search. When a site is clearly about one practice area across a state, its city pages can compete for general searches as well, so the firm shows up in more than one place.
Yes. We work with firms across Canada and the United States. Chapman McAlpine in Barrie, Ontario is #1 on Google for “Barrie family lawyers”. We work with businesses doing $20,000 a month or more and take on 15 new clients a month.
Yes. AI search is included in every plan at no extra cost. The same clear, direct pages that win statewide searches are the ones AI answers tend to quote.
Organic SEO, local SEO, or the two together usually run between $1,497 and $5,000 a month. Your number depends on how many practice areas and places you want to win and how strong the sites above you are. You get it on the strategy call.
If you don’t see visible improvement in your key metrics within the first 20 days, we refund $200 on top of returning your payment for that period. If your qualifying keywords aren’t on the first page of Google within 60 days, we keep working for free until they are. There are no long-term contracts.
