Marketing for Edmonton Law Firms
Websites, signage, social, SEO, and AEO built for Edmonton law firms, solo practitioners, paralegals, and mediators. Practice-area landing pages, lawyer bios, intake forms, and citation-ready FAQ blocks built to respect Law Society of Alberta marketing rules. From $499 to $10,000.
Legal clients are anxious, time-pressed, and information-hungry. They search at 11pm. They search ChatGPT for plain-English explanations. They click the firm whose site looks credible, loads fast, and answers their question without forcing a phone call. We build sites that meet that exact moment — and respect Law Society marketing constraints while doing it.
What Edmonton law firms actually need from a website
Most law firm sites we audit have the same five problems. The home page lists every practice area in a single list, so Google can't tell what the firm is actually best at. Lawyer bios are skeletal — name, year called, no photo, no narrative — so trust signals are weak. There's no FAQ content for "how much does a will cost" or "do I need a lawyer for an Alberta real estate purchase" type queries, so the site captures none of the high-intent research traffic. There's no Schema.org Attorney markup, so AI assistants can't cite the firm. And intake forms either don't exist or aren't paired with proper disclaimers about no solicitor-client relationship being formed.
A modern Edmonton law firm website should have: practice-area landing pages (one per area: family, real estate, wills and estates, criminal, civil litigation, immigration, etc.), individual lawyer bio pages with photos, year called, education, and narrative bios that build trust, an FAQ that doubles as AEO content, an intake form with proper Law Society disclaimers, fees and consultation policies that pre-answer cost questions where appropriate, and Attorney + LegalService Schema.org markup.
Pricing for Edmonton law firms
Solo / Small Firm — Grow
From $1,499. 5–7 page site with practice-area landing pages, lawyer bios, intake form with appropriate disclaimers, FAQ blocks for legal questions, and local SEO setup. Recommended for solo lawyers and 2–4 person firms.
Full Firm — Bespoke
$5,000–$10,000. Individual lawyer profiles, separate practice-area sections, advanced intake routing, AEO content blocks, news/insights blog, 3 months post-launch SEO. For firms with multiple lawyers and several practice areas.
Brand New Practice — Launch
From $499. 1–3 page essential site for a lawyer just hanging a shingle. Bio, primary practice area, intake form. Upgrades easily to Grow once the practice grows.
Add-ons for law firms
Office Signage — $149/month
Portable 4'x8' sign at your firm's office location for visibility and brand recognition. Especially useful for new firms or firms in shared office buildings. See signage details.
Social Media — $299/month
LinkedIn especially valuable for B2B-oriented practices (corporate, commercial, employment). Plain-English legal explainers also work well on Instagram and TikTok for consumer practices. See social details.
AEO Audit — $499
Already have a firm website? We score it against 25 AEO criteria so you know exactly why ChatGPT isn't citing your firm for legal questions in your practice areas. See AEO details.
Law Society of Alberta compliance
Legal marketing is more constrained than most verticals. The Law Society of Alberta prohibits testimonials that promise specific case outcomes, requires accuracy in any expertise claims, and expects appropriate handling of prospective client information. We build sites that respect these constraints by default: testimonials are framed as service-experience endorsements rather than result claims, claimed expertise is grounded in verifiable credentials, intake forms include "no solicitor-client relationship" disclaimers, and any fee discussion is presented as estimates with appropriate caveats.
Why AEO matters for Edmonton law firms
"Best family lawyer in Edmonton for collaborative divorce." "Do I need a real estate lawyer for an Alberta home purchase." "How much does a will cost in Edmonton." These plain-English legal questions used to live almost entirely on Google. Increasingly, they live on ChatGPT, Claude, Perplexity, and Google's AI Overviews. The AI cites one or two firms — or returns generic information that bypasses every local firm.
Firms with proper AEO infrastructure (Attorney Schema.org type, practice-area-specific Service entries, citation-ready FAQ blocks for plain-English legal questions, AI bot allows in robots.txt) become the cited firms. Firms without AEO are invisible to that traffic, even firms with strong reputations. We build AEO into every law firm site by default. Read more on our AEO page or in AEO for Edmonton Small Business.
Frequently Asked Questions
How much does a law firm website cost in Edmonton?
Most Edmonton solo lawyers and 2–4 person firms fit our Grow tier at $1,499 — 5–7 pages with practice-area landing pages, lawyer bios, intake forms, FAQ blocks for common legal questions, and local SEO setup. Larger firms typically need Bespoke ($5,000–$10,000) for individual lawyer profiles and separate practice-area sections. A solo lawyer just hanging a shingle fits the Launch tier from $499.
Why do law firms need practice-area landing pages?
Clients don't search "Edmonton law firm" — they search "Edmonton family lawyer", "Edmonton real estate lawyer", "Edmonton DUI lawyer", "wills and estates Edmonton". Each of those searches needs its own dedicated page with practice-area-specific content, FAQs, fees discussion (where appropriate), and a clear next step. Firms with one generic practice areas page rank for none of them. Firms with one page per practice area rank for every practice area.
Are there ethical or Law Society constraints we need to worry about?
Yes. The Law Society of Alberta has specific rules around marketing — no testimonials about case outcomes that promise specific results, no guarantees of success, accuracy in claimed expertise, and proper handling of prospective client information. We build sites that respect those rules: endorsement-style testimonials about service experience rather than result claims, no superlatives that could be construed as guarantees, and intake forms include appropriate disclaimers about no solicitor-client relationship being formed by submission.
Why does AEO matter for law firms?
When someone asks ChatGPT "best family lawyer in Edmonton for collaborative divorce" or "do I need a lawyer for a real estate purchase in Alberta", the AI cites one or two firms or returns generic information. Firms with proper Schema.org markup (Attorney type, practice areas, citation-ready FAQ blocks, AI bot allows in robots.txt) become the cited firms. Firms without AEO get bypassed — even firms with strong reputations. See our AEO methodology.
Ready to talk about your firm?
Tell us about your practice — solo, small firm, or full firm — and which practice areas you handle. We'll put together a plan that fits and respects Law Society marketing rules.
Get a Quote