Schema for Law Firms: The Complete SEO Guide
Master structured data to boost visibility, earn rich results, and attract more clients.
Most law firm websites are missing out on search visibility because they don’t use schema markup.
This guide shows you exactly how to fix that with simple explanations and copy-paste examples for Organization, LocalBusiness, Person, FAQ, Review, and Event schema.
Pro Tip: Bookmark this page. You’ll come back to it whenever you need schema for a law firm site.
What is Schema? (In Plain English)
Think of schema markup as a translator for your website.
- People can read “John Smith, attorney at law” and instantly understand.
- Google needs schema to know John Smith is a Person, his job title is Attorney, and he works for Smith & Associates Law Firm.
This extra context helps search engines:
- Show stars, FAQs, or events directly in search results.
- Connect attorney names to the firm they work for.
- Recognize your law firm as a real business, not just another webpage.
Schema doesn’t replace great content — it makes sure Google understands your content.
Why Law Firms Need Schema
Attorneys live and die by trust.
Schema helps deliver that trust inside Google’s results page — before a visitor even clicks.
Want to see what transparency looks like in practice? Here’s my real client invoice breakdown
showing exactly what I do.
Here’s what schema can unlock for law firms:
- Stars in search results (from Review schema) → higher click-through rates.
- Better local visibility (from LocalBusiness schema) → Google knows where your office is.
- Attorney profiles (from Person schema) → highlight lawyers by name and specialty.
- FAQs shown directly in Google (from FAQ schema) → pre-sell your expertise.
- Event listings (from Event schema) → webinars, speaking gigs, or legal seminars.
Pro Tip: Schema won’t magically rank you #1. But it can double your CTR when you do show up — and that’s often more valuable.
Organization Schema for Law Firms
Organization schema is your firm’s digital business card for Google.
It tells search engines the basics: your name, logo, contact info, and website.
Without it, Google has to guess.
Why it matters:
- Ensures your firm’s name and logo show consistently in search results.
- Strengthens brand signals for your entire site.
- Feeds Google the “official” version of your business details.
Related: See how I saved a local law firm’s online credibility.
Example JSON-LD (copy & paste)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Smith & Associates Law Firm",
"url": "https://www.smithassociateslaw.com",
"logo": "https://www.smithassociateslaw.com/logo.png",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-555-123-4567",
"contactType": "Customer Service",
"areaServed": "US",
"availableLanguage": "en"
},
"sameAs": [
"https://www.facebook.com/smithassociateslaw",
"https://www.linkedin.com/company/smithassociateslaw"
]
}
</script>Validated Organization Schema Example for Attorneys
Screenshot showing an Organization schema markup test for a law firm, validated with 0 errors and 0 warnings.
Pro Tip: Always include your logo URL — it reinforces brand identity across all schema types.
LocalBusiness Schema for Attorneys
Law firms fall under the LocalBusiness category in schema.org, because you operate from a physical office that clients can visit.
Within LocalBusiness, the more specific subtype is LegalService — and that’s the one you’ll actually use in your schema markup.
Why it matters:
- Boosts your local SEO visibility in Google Maps and “near me” searches.
- Makes it easier for clients to find your address, phone number, and hours.
- Signals that your firm is a real-world business with a physical office.
Example JSON-LD (copy & paste)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LegalService",
"name": "Smith & Associates Law Firm",
"image": "https://www.smithassociateslaw.com/logo.png",
"url": "https://www.smithassociateslaw.com",
"telephone": "+1-555-123-4567",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street, Suite 400",
"addressLocality": "Los Angeles",
"addressRegion": "CA",
"postalCode": "90012",
"addressCountry": "US"
},
"openingHours": "Mo-Fr 09:00-17:00",
"priceRange": "$$"
}
</script>Validated LegalService Schema Example for Law Firms
Screenshot showing a LegalService schema markup test for a law firm, validated with 0 errors and 0 warnings.
Pro Tip: Use
@type: LegalServiceinstead of the generic LocalBusiness — it’s made specifically for law firms.
Person Schema for Attorneys
Person schema makes it clear who each lawyer is, what they do, and where they work.
Why it matters:
- Highlights individual attorneys in rich results.
- Connects a lawyer’s name to their firm, practice areas, and credentials.
- Builds authority for attorney profile pages.
Example JSON-LD (copy & paste)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Person",
"name": "Richard M. Smith",
"jobTitle": "Personal Injury Attorney",
"worksFor": {
"@type": "LegalService",
"name": "Smith & Associates Law Firm",
"url": "https://www.smithassociateslaw.com"
},
"url": "https://www.smithassociateslaw.com/attorneys/richard-smith",
"image": "https://www.smithassociateslaw.com/images/richard-smith.jpg",
"sameAs": [
"https://www.linkedin.com/in/richardmsmith",
"https://twitter.com/richardsmithlaw"
]
}
</script>Validated Person Schema Example: Lawyer Profile Markup
Screenshot showing a Person schema markup test for a law firm attorney, validated with 0 errors and 0 warnings.
Pro Tip: Pair Person schema with Organization or LocalBusiness schema so Google connects attorneys to the firm.
FAQ Schema for Law Firms
FAQ schema lets your FAQs show directly in Google results.
Why it matters:
- Expands your SERP space with clickable questions/answers.
- Builds trust and authority before visitors even click.
Example JSON-LD (copy & paste)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "Do I need a lawyer after a car accident?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes. An attorney can help you understand your rights, deal with insurance companies, and maximize your settlement."
}
},
{
"@type": "Question",
"name": "How much does a personal injury lawyer cost?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Most personal injury lawyers work on a contingency fee basis, meaning you pay nothing upfront and only if you win."
}
}]
}
</script>Validated FAQPage Schema Example for Law Firms
Screenshot showing a FAQPage schema markup test for a law firm, validated with 0 errors and 0 warnings.
Pro Tip: Stick to 2–5 high-value FAQs. Too many can look spammy.
Review Schema for Attorneys
Review schema lets you showcase client testimonials as stars in Google.
Why it matters:
- Displays star ratings in search results → boosts click-through rate.
- Builds credibility and trust with potential clients.
- Reinforces your firm’s reputation.
Example JSON-LD (copy & paste)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Review",
"itemReviewed": {
"@type": "LegalService",
"name": "Smith & Associates Law Firm"
},
"author": {
"@type": "Person",
"name": "Jane K."
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "5",
"bestRating": "5"
},
"reviewBody": "Smith & Associates fought hard for me after my accident. They were professional, responsive, and got me a great settlement."
}
</script>Validated Review Schema Example: Client Testimonial Markup
Screenshot showing a Review schema markup test for a law firm, validated with 0 errors and 0 warnings.
Pro Tip: Only use genuine testimonials that exist on your site. Google cracks down on fake reviews.
Event Schema for Law Firms
Event schema makes sure your webinars and seminars appear in search with date and registration details.
Why it matters:
- Promotes events directly in Google.
- Increases attendance with date + location + RSVP link.
- Strengthens your firm’s authority as a thought leader.
Example JSON-LD (copy & paste)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Event",
"name": "Free Legal Seminar: Understanding Personal Injury Claims",
"startDate": "2025-11-12T18:00",
"endDate": "2025-11-12T20:00",
"eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
"eventStatus": "https://schema.org/EventScheduled",
"location": {
"@type": "Place",
"name": "Downtown Community Center",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Los Angeles",
"addressRegion": "CA",
"postalCode": "90012",
"addressCountry": "US"
}
},
"image": "https://www.smithassociateslaw.com/images/event-personal-injury-seminar.jpg",
"description": "Join our attorneys for a free seminar covering the basics of personal injury claims and how to protect your rights.",
"organizer": {
"@type": "Organization",
"name": "Smith & Associates Law Firm",
"url": "https://www.smithassociateslaw.com"
}
}
</script>Validated Event Schema Example for Law Firm Seminars
Screenshot showing an Event schema markup test for a law firm, validated with 0 errors and 0 warnings.
Pro Tip: For online events, use
OnlineEventAttendanceModeand add your registration link.
Wrapping Up: Schema = Your Law Firm’s Edge
Schema markup gives your law firm an edge by helping Google understand and showcase your content.
Combined, these schema types can increase visibility, improve click-throughs, and build credibility.
Here’s a quick recap:
- Organization Schema → Brand consistency
- LocalBusiness Schema → Local SEO visibility
- Person Schema → Highlight individual attorneys
- FAQ Schema → Expandable answers in SERPs
- Review Schema → Stars and testimonials
- Event Schema → Promote seminars and webinars
When combined, these schemas give your firm more real estate in search results, higher click-through rates, and stronger credibility.
Pro Tip: Schema is not about tricking Google. It’s about helping Google understand your firm so it can showcase you better to the clients already searching.
Your Next Step
You’ve got two choices:
- Copy the code snippets above and start adding schema yourself.
- Or, let an expert handle it so it’s implemented cleanly across your entire site.
If you want it done right (and fast), I can help. Schedule a free consult with me here.