Viele Kanzleien werden gefunden – und trotzdem nicht gewählt. Der Grund liegt nicht im Ranking, sondern in der Conversion. Eine Kanzlei rangiert auf Seite 1 bei Google. Die Klickzahlen sind da. Und trotzdem klingelt das Telefon nicht. Dieses Szenario ist kein Einzelfall – es ist
Since 2021, Google has been evaluating all websites based on three user experience metrics, collectively known as Core Web Vitals. These metrics directly influence ranking and help determine whether your law firm's website appears before or after the competition in search results. The unique aspect: Google measures
Since 2019, Google has used mobile-first indexing for all new websites, and since 2023 for its entire index. This means that Google primarily crawls, indexes, and evaluates the mobile version of your law firm's website – not the desktop version. If your site looks good and loads quickly on a smartphone, it has
It's one of the greatest ironies in law firm marketing: lawyers advise clients on data protection law – and themselves operate a website that violates the GDPR. Not out of malice, but because the technical details are often hidden: a Google Font that silently sends data to US servers.
Legal content is among the most sensitive categories that Google evaluates. Legal advice influences life-changing decisions: job loss, divorce, criminal consequences. Google knows this and applies particularly strict standards to content in this area. The evaluation concept for this is called EEAT. EEAT stands for
Imagine this scenario: A mid-sized business owner is facing a complex corporate law dispute. He opens ChatGPT and types: "Which commercial law firm specializes in M&A disputes?" ChatGPT responds. It lists three firms – with their names, areas of expertise, and a brief assessment of their experience. Is your firm among them?
When Google or ChatGPT analyze your law firm's website, they don't read it like a human. They parse code, look for machine-readable signals, and decide based on this what your website describes, who is behind it, and whether it's a trustworthy source. Structured data – specifically: JSON-LD schema markup.
At first glance, it sounds logical: Any lawyer looking to professionalize their firm's marketing seeks out someone who understands the legal world. Someone who speaks the language of legal codes, who knows what it's like to go client-hunting, and who has navigated the nitty-gritty.
Today, people looking for a lawyer increasingly don't ask Google anymore – they ask ChatGPT, Perplexity, or Google AI. The answer they receive isn't a list of links. It's a recommendation. And law firms that don't appear in that recommendation will be overlooked.
A law firm has a good website. It ranks for three keywords. Occasionally, inquiries come in via the contact form. This works – until a competitor occupies the same keywords, Google changes its algorithm, or the target audience suddenly searches through a different channel. Law firms that rely on a single marketing channel