Internet Marketing for Law Firms — Built by Practice Area
Ten Golden Rules is an internet marketing agency built exclusively for law firms. We don’t run one generic playbook across every client — the way a bankruptcy filer searches for help has nothing in common with how a family navigates a custody dispute, and neither looks anything like the split-second decision behind a DUI arrest at 2 a.m. Our six parts of Google, AEO, ABCs of SEO, and Local Service Ads frameworks stay constant. What changes is how we apply them to the way each practice area’s clients actually search, compare, and decide to call.
Here’s how that plays out across the practice areas we serve.
Personal Injury Lawyers
Personal injury is the most competitive, highest-value niche in legal marketing, and the firms that win are the ones who show up everywhere a prospect looks in the hours after an accident — Google Maps, AI answer engines, Local Service Ads, and organic search, all at once. Our six parts of Google framework was built around exactly this kind of search behavior, and our phone-calls-over-forms philosophy exists because someone who was just in a wreck wants to talk to a person, not fill out a form and wait.
- Local Service Ads tuned to our LSA secret algorithm for “car accident lawyer near me” moments
- AEO video content built to get cited when someone asks an AI what their case is worth
- Google Maps and Google Business Profile management to win the three-pack in every market served
- TGR Boomerang to catch and follow up on missed leads before a competitor does
Criminal Defense Lawyers
Criminal defense searches happen at the worst moment of someone’s life — often at 2 a.m., often typed with shaking hands. Speed and discretion both matter: a defense prospect needs to reach a real person immediately, and needs to trust that the firm they found through a “DUI lawyer near me” search will handle their case with judgment. We build Local Service Ads and Maps presence to win that split-second decision, and our phone-first design gets a scared prospect to a live voice fast.
- Local Service Ads and Maps optimization tuned for late-night, mobile, near-me searches
- Phone-calls-over-forms website design so a click becomes a conversation, not a queue
- Reputation and review management that builds the trust a defendant needs before they’ll call
- ABCs of SEO content built around specific charges — DUI, assault, drug charges — rather than one generic “criminal lawyer” page
Family Law Attorneys
Divorce and custody searches are slower and more emotional. People research for weeks before they ever pick up the phone, comparing firms, reading reviews, and looking for someone who understands their specific situation — contested custody, high-asset divorce, mediation. Content has to answer the questions people are too anxious to ask out loud, and the review and referral engine has to run quietly, since family law clients are often private about the fact they hired anyone at all.
- AEO and content built to answer the emotional, specific questions people research before ever calling
- Practice-area and city pages for custody, high-asset divorce, and mediation — not just “family law”
- VIP referral and review program adapted for a client base that’s often private about the process
- ABCs of SEO to build authority across the full range of family law sub-practices
Immigration Lawyers
Immigration searches often start on behalf of someone else — a spouse, a parent, a sibling — and trust is everything. Prospects frequently compare firms within tight-knit community networks and need to see themselves reflected in the content before they’ll call. Question-and-answer video that walks through visa and green card processes in plain language does double duty: it’s AEO content, and it’s the reassurance a nervous prospect needs.
- Question-and-answer video content that demystifies visa, green card, and citizenship processes
- AEO built for the specific, high-intent questions immigration prospects ask AI tools and Google alike
- Google Maps and review strategies that build community trust and referral visibility
- City-page and content strategy that matches how immigrant communities actually search
Employment Lawyers
Employment law prospects usually start with a single, urgent question: do I have a case? That makes this one of the practice areas best suited to our AEO framework, since content that directly answers “can I sue my employer for X” converts far better than a generic practice page. It’s also a category where referral relationships — with HR consultants and other attorneys — matter as much as direct search.
- AEO and content built around “do I have a case” and wrongful termination search queries
- ABCs of SEO applied across discrimination, wage-and-hour, and wrongful termination sub-practices
- Phone-calls-over-forms conversion design for prospects ready to talk the moment they decide to act
- VIP referral program extended to HR consultants and referring attorneys, not just past clients
Bankruptcy Lawyers
Bankruptcy is one of the most transactional, volume-driven practice areas we work in. Local Service Ads, run against our LSA secret algorithm, are especially effective here since bankruptcy prospects tend to convert quickly once they’ve decided to call. It’s also a category where trust matters disproportionately — someone filing Chapter 7 or Chapter 13 is in a vulnerable financial position, and reviews do a lot of the work reassuring them before they pick up the phone.
- Local Service Ads tuned for high-volume, cost-per-signed-case efficiency
- ABCs of SEO built around Chapter 7 vs. Chapter 13 and city-specific bankruptcy pages
- Review generation and VIP program to build the trust a financially vulnerable prospect needs
- Cost-per-signed-case reporting, since bankruptcy’s volume model rewards efficiency over vanity traffic
Estate & Probate Lawyers
Estate planning and probate run on a longer, referral-heavy sales cycle. Prospects often arrive through a financial advisor or CPA rather than a cold search, and when they do search directly, it’s rarely urgent. That makes this practice area a strong fit for our VIP referral and review program, plus evergreen content built to compound authority over years rather than chase this month’s traffic.
- VIP referral and review program built around financial advisors, CPAs, and past clients
- Evergreen content and city pages built for slow-building, compounding organic authority
- Six parts of Google framework applied to a search pattern built on trust signals over urgency
- Reporting focused on referral source and lifetime client value, not just monthly lead volume
One Agency. Seven Practice Areas. The Same Proprietary System.
Across every practice area we serve, the underlying system doesn’t change — the six parts of Google, AEO, the ABCs of SEO, and a phone-calls-over-forms philosophy built to turn searches into signed cases. What changes is how we apply it, because a personal injury prospect and an estate planning client are searching, deciding, and calling in completely different ways. That’s the difference between an agency running one playbook for every law firm and one that’s spent years learning how each practice area actually works.