Websites and SEO for law firms in Calgary
Practice areas are separate businesses. A firm site that treats them as one loses every one of them.
What should a legal website do?
A law firm's website should help a prospective client identify the relevant practice area and request an initial conversation. We build lawyer profiles and plain-language service pages, with restrained intake that does not invite confidential case details.
A useful first conversation
Bring your services. We map the site.
We start with the work you want, where you actually serve customers, and how enquiries reach your team. Then we agree the pages, proof and booking path before design begins.
See the 14-day processThe first 10 get a 14-page fullstack site free.
You supply the domain. After the first 10, founding is $1,250. Regular Launch is $2,500. Ships in 14 days from content intake. Optional local SEO is $1,000/mo after launch - website-only is available. No ranking guarantees.
- First 10
- Free
- Time to launch
- 14 days
FROM THE FIRST SEARCH TO THE FIRST CONVERSATION
One website.
Every next step.
Scroll through the customer journey.
- 01
Be found.
A focused page for “divorce lawyer calgary”, with an accurate service and location.
- 02
Build confidence.
Explain one section per practice area, show relevant proof and answer the questions that matter.
- 03
Start a conversation.
Consultation, retainer, matter
Plan your website
- How much does a law firms website cost with WARDORX?
- The first 10 get a 14-page fullstack site free. You supply the domain. After the first 10, founding is $1,250. Regular Launch is $2,500. Optional local SEO is $1,000 per month with a 90-day initial commitment. Website-only builds are available.
- How fast can you ship the site?
- Fourteen days from content intake to launch on the standard build, provided photos and design sign-off arrive on schedule. Delays waiting on content are outside the fortnight by design.
- What does the founding price include?
- A 14-page fullstack site for law firms, including the vertical pages this trade needs on top of the core spine. The first 10 are free. You supply the domain. After the first 10, founding is $1,250. It does not include ranking guarantees, and it does not include a Maps or reviews growth layer - that layer is not sellable yet.
Website design for law firms
A law firm website is not one website. Family law, personal injury, employment and real estate are four different businesses with four different buyers arriving in four different emotional states, and the only thing they share is a letterhead. The firms that do well in search build each practice area as its own section with its own process content, its own fee explanation and its own intake path. The firms that struggle publish one 'practice areas' page listing everything they do, which reads as a firm that specialises in nothing.
How demand arrives
Practice-area-specific and event-triggered. Nobody browses for a lawyer - something happened. That makes intent extremely high and makes the match between the query and the page decisive.
Meet the search. Answer the next question.
Grouped by what the searcher has already decided, because that - not volume - determines what the page has to do.
01Event-triggered
- divorce lawyer calgary
- car accident lawyer alberta
- wrongful dismissal lawyer
- criminal defence lawyer calgary
The highest commercial-value queries in local search, and the most aggressively contested.
02Process research
- how long does divorce take in alberta
- how is child support calculated alberta
- what is my injury claim worth
- probate process alberta
Where a firm actually earns trust. Alberta-specific process content is the most defensible asset a firm site has.
03Cost
- divorce lawyer cost alberta
- contingency fee personal injury
- real estate lawyer fees calgary
Cost anxiety is the biggest barrier to the first call, and almost every firm site refuses to address it.
On top of the 14-page site.
Every build starts from the same 14-page fullstack site. These are the pages this vertical needs that a generic build would never include.
01
One section per practice area
Family, injury, employment, real estate, wills. Different buyers, different urgency, different searches.
02
Alberta process explainers
How it actually works here - timelines, courts, guidelines. The most defensible content a firm can publish.
03
Fee structure
Contingency, hourly, flat. Addressing cost directly is rare and removes the largest barrier to contact.
04
Lawyer profiles
In professional services the individual is the product, and these pages often outrank the practice pages.
05
Free consultation booking
The low-commitment first step this vertical converts on.
Turn interest into an enquiry.
Follow the route below. Select a step to focus on it.
What proof looks like here
- 01Law Society standing and year of call
- 02Practice-area concentration rather than a list of everything
- 03Case results where professional rules permit them
- 04Named lawyer profiles with real photographs and real backgrounds
Be easy to find. Be easy to understand.
For law firms, the useful search work starts with accurate services, real proof and a clear next step. We make that information readable for customers, search crawlers and answer engines from the same pages.
01 / Search engines
A sound technical foundation
Service-specific titles, clear headings, crawlable links, canonical URLs and a maintained sitemap. We check mobile layouts, page responses and structured data before launch.
Calgary SEO scope02 / Answer engines
Answers with something behind them
Direct answers about services, cost, process and suitability, supported by your approved information. Visible FAQs and matching structured data give systems clear context; inclusion in an AI answer is never guaranteed.
How AI search fits03 / Local relevance
The places you actually serve
Consistent business details and useful area information, with no invented offices or city-name filler. Website SEO is separate from Google Maps management and review collection, which are not included in the monthly plan.
Discuss your service areaSchema type
LegalService
The schema.org type this business actually is. A wrong type is worse than none - it tells a search engine you are something you are not, and it is one of the most common errors on template sites.
Google Business Profile categories
- 1°Law firm
- 2Personal injury attorney
- 3Family law attorney
- 4Real estate attorney
- 5Estate planning attorney
The primary category does more for map-pack relevance than anything on your website. Getting it wrong is the single most expensive profile mistake there is.
- Personal injury is among the most expensive keyword sets in all of search, dominated by firms with very large budgets.
- Law Society advertising rules constrain claims and comparisons in ways commercial verticals never face.
- Legal content is held to a high quality bar, so thin practice-area pages actively underperform.
The Alberta version
The single most defensible content a small Alberta firm can build is Alberta-specific process content: how spousal support is actually calculated here, what the limitation period is on an injury claim, what probate looks like in this province, how the Employment Standards Code treats notice. National legal content farms cannot serve those questions accurately, large firms rarely bother to write them plainly, and they are exactly what someone searches at eleven at night before they are ready to call anyone.
Legal website and SEO questions
- Can a small firm compete with the big personal injury advertisers?
- Not head-on for the main terms, and it is not worth the budget to try. The winnable ground is Alberta-specific process content, named-lawyer authority, niche sub-areas the large firms do not chase, and referral relationships that never touch a search result.
- Should lawyer bios be their own pages?
- Yes. People hire a lawyer, not a firm, and named-lawyer pages frequently outrank practice-area pages for anyone who heard your name and searched it. They are also the pages that carry the most conversion weight.
- Is publishing fees a risk?
- Explaining the fee structure is not the same as quoting a price. Whether it is contingency, hourly with a stated range, or flat fee for defined work - saying so removes the largest barrier to the first call, and almost no competitor will do it.
Something specific to your situation? +1 (250) 344-1619, read the Calgary website cost guide, or book a call.
Before you collect anything
Law firms handle personal information that Canadian privacy law treats as sensitive, which raises both the consent standard and the safeguards standard. Intake forms, booking reminders and records retention are where it usually goes wrong.
PIPEDA compliance guide for Canadian small businessYOUR NEXT CHAPTER
Build a legal website that moves people forward.
Tell us what you do, who you serve and what a good enquiry looks like. We’ll map the website around it.
Plan my website