Legal services are highly competitive in search, and law firms face strict YMYL scrutiny from Google. Proper schema markup helps establish credibility and improve visibility for attorney and practice area searches.

Why Schema Matters for Law Firms

Legal content is YMYL (Your Money or Your Life). Google evaluates:

  • Attorney credentials and bar membership
  • Firm legitimacy and history
  • Practice area expertise
  • Client reviews and case results

Schema helps communicate these trust signals.

Essential Schema Types

1. LegalService / Attorney

For law firm and attorney pages:

{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "name": "Johnson & Associates Law Firm",
  "description": "Full-service law firm providing personal injury, family law, and criminal defense representation for over 25 years.",
  "image": "https://example.com/firm-photo.jpg",
  "url": "https://johnsonlaw.com",
  "telephone": "+1-555-LAW-FIRM",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "100 Justice Boulevard, Suite 500",
    "addressLocality": "Los Angeles",
    "addressRegion": "CA",
    "postalCode": "90001",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 34.0522,
    "longitude": -118.2437
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "18:00"
    }
  ],
  "areaServed": [
    {
      "@type": "State",
      "name": "California"
    }
  ],
  "priceRange": "$$$$"
}

2. Attorney Schema

For individual attorney profiles:

{
  "@context": "https://schema.org",
  "@type": "Attorney",
  "name": "Michael Johnson",
  "image": "https://example.com/attorneys/michael-johnson.jpg",
  "url": "https://johnsonlaw.com/attorneys/michael-johnson",
  "description": "Senior partner specializing in personal injury litigation with over 20 years of trial experience.",
  "telephone": "+1-555-123-4567",
  "email": "[email protected]",
  "worksFor": {
    "@type": "LegalService",
    "name": "Johnson & Associates Law Firm"
  },
  "alumniOf": [
    {
      "@type": "CollegeOrUniversity",
      "name": "Harvard Law School"
    },
    {
      "@type": "CollegeOrUniversity",
      "name": "UCLA"
    }
  ],
  "hasCredential": [
    {
      "@type": "EducationalOccupationalCredential",
      "credentialCategory": "Bar Admission",
      "name": "California State Bar",
      "recognizedBy": {
        "@type": "Organization",
        "name": "State Bar of California"
      }
    },
    {
      "@type": "EducationalOccupationalCredential",
      "credentialCategory": "Certification",
      "name": "Board Certified Civil Trial Advocate"
    }
  ],
  "knowsAbout": [
    "Personal Injury Law",
    "Medical Malpractice",
    "Product Liability",
    "Wrongful Death"
  ],
  "award": [
    "Super Lawyers 2024",
    "Best Lawyers in America",
    "AV Preeminent Martindale-Hubbell Rating"
  ]
}

3. Practice Area Pages

Use Service schema for practice areas:

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Personal Injury Legal Services",
  "description": "Comprehensive personal injury representation including car accidents, slip and fall, workplace injuries, and medical malpractice.",
  "provider": {
    "@type": "LegalService",
    "name": "Johnson & Associates Law Firm"
  },
  "areaServed": {
    "@type": "State",
    "name": "California"
  },
  "serviceType": "Personal Injury Law"
}

Complete Firm Schema Example

{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "name": "Johnson & Associates Law Firm",
  "alternateName": "Johnson Law",
  "description": "Award-winning law firm providing aggressive representation in personal injury, family law, and criminal defense cases throughout California.",
  "image": [
    "https://johnsonlaw.com/images/office-exterior.jpg",
    "https://johnsonlaw.com/images/team-photo.jpg"
  ],
  "url": "https://johnsonlaw.com",
  "telephone": "+1-800-555-LAWS",
  "faxNumber": "+1-555-555-5556",
  "email": "[email protected]",
  "foundingDate": "1998",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "100 Justice Boulevard, Suite 500",
    "addressLocality": "Los Angeles",
    "addressRegion": "CA",
    "postalCode": "90001",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 34.0522,
    "longitude": -118.2437
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "18:00"
    }
  ],
  "areaServed": {
    "@type": "State",
    "name": "California"
  },
  "hasOfferCatalog": {
    "@type": "OfferCatalog",
    "name": "Legal Services",
    "itemListElement": [
      {
        "@type": "Service",
        "name": "Personal Injury",
        "url": "https://johnsonlaw.com/personal-injury"
      },
      {
        "@type": "Service",
        "name": "Family Law",
        "url": "https://johnsonlaw.com/family-law"
      },
      {
        "@type": "Service",
        "name": "Criminal Defense",
        "url": "https://johnsonlaw.com/criminal-defense"
      }
    ]
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 4.9,
    "reviewCount": 287,
    "bestRating": 5
  },
  "sameAs": [
    "https://www.linkedin.com/company/johnsonlaw",
    "https://www.facebook.com/johnsonlaw",
    "https://www.avvo.com/attorneys/johnsonlaw"
  ]
}

Answer common legal questions:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How much does a personal injury lawyer cost?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Most personal injury lawyers, including our firm, work on a contingency fee basis. This means you pay nothing upfront, and we only get paid if we win your case. Our fee is typically a percentage of the recovery, which we discuss in detail during your free consultation."
      }
    },
    {
      "@type": "Question",
      "name": "How long do I have to file a personal injury claim in California?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "In California, the statute of limitations for most personal injury cases is two years from the date of injury. However, there are exceptions that may extend or shorten this deadline. Contact us immediately to ensure your rights are protected."
      }
    },
    {
      "@type": "Question",
      "name": "Do you offer free consultations?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, we offer free, no-obligation consultations for all potential clients. During this meeting, we'll review your case, explain your legal options, and answer any questions you have. Call us or fill out our contact form to schedule."
      }
    }
  ]
}

Client Reviews

Only use genuine client testimonials:

{
  "@type": "LegalService",
  "name": "Johnson & Associates",
  "review": [
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": 5,
        "bestRating": 5
      },
      "author": {
        "@type": "Person",
        "name": "Robert M."
      },
      "datePublished": "2025-01-05",
      "reviewBody": "After my accident, Johnson & Associates fought for me every step of the way. They secured a settlement that covered all my medical bills and lost wages. I couldn't have asked for better representation."
    }
  ]
}

Note: Follow bar association guidelines regarding testimonials.

Case Results/Verdicts

If you publish case results:

{
  "@type": "LegalService",
  "name": "Johnson & Associates",
  "award": [
    "$2.5 Million Car Accident Verdict",
    "$1.8 Million Medical Malpractice Settlement"
  ]
}

Consultation Booking

{
  "@type": "LegalService",
  "name": "Johnson & Associates",
  "potentialAction": {
    "@type": "ReserveAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://johnsonlaw.com/free-consultation",
      "actionPlatform": [
        "http://schema.org/DesktopWebPlatform",
        "http://schema.org/MobileWebPlatform"
      ]
    },
    "result": {
      "@type": "Reservation",
      "name": "Free Legal Consultation"
    }
  }
}

Multi-Office Firms

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Johnson & Associates Law Firm",
  "location": [
    {
      "@type": "LegalService",
      "name": "Johnson & Associates - Los Angeles",
      "address": {
        "@type": "PostalAddress",
        "addressLocality": "Los Angeles",
        "addressRegion": "CA"
      }
    },
    {
      "@type": "LegalService",
      "name": "Johnson & Associates - San Diego",
      "address": {
        "@type": "PostalAddress",
        "addressLocality": "San Diego",
        "addressRegion": "CA"
      }
    }
  ]
}
  1. Verify Bar Membership - Only include verifiable credentials
  2. Accurate Practice Areas - Don’t claim expertise you don’t have
  3. Real Client Reviews - Follow bar association rules
  4. Keep Credentials Updated - Bar status, certifications
  5. Disclaimer Compliance - Include required legal disclaimers
  6. Jurisdiction Accuracy - Only claim areas where licensed

Things to Avoid

  • Exaggerated Claims - No “best lawyer” in schema
  • Fake Reviews - Bar associations investigate
  • Unauthorized Practice Claims - Only licensed jurisdictions
  • Guarantees - No outcome promises

Use our JSON-LD Schema Generator for law firms:

Conclusion

Law firm schema helps establish the credibility and expertise that Google looks for in legal content. Focus on accurate credentials, genuine reviews, and proper practice area representation.

Stay compliant with bar association advertising rules while maximizing your structured data. Keep attorney credentials and firm information current.

Need help with your law firm’s SEO? I can help you implement comprehensive schema that builds trust and improves visibility. Get in touch for a consultation.