Pages, not spreadsheets
Terms grouped by intent and mapped to existing or proposed pages give the content team something to act on.
Map real search questions to the firm’s actual practices.
We research the terminology people use for the services the firm genuinely provides. The resulting keyword map connects search intent to existing or proposed pages and records the source and date of demand data.
A few clients we’ve worked with
What we do
Keyword research for law firms: practice and market brief, search evidence, page mapping.
Decisions to settle before the work starts.
Which part of keyword research for law firms belongs in the current project, and what is outside it.
Who supplies the source material, grants system access and approves the completed work.
What research has to produce.
A keyword list is not a plan. Research is only useful once each term is attached to a page that could realistically win it.
You stop writing for nobody
Checking the result pages shows where the intent is commercial and where a term only looks valuable in a volume column.
Your pages stop competing
One page per intent prevents two of your own pages fighting over the same search.
What keyword research includes.
Agree these work areas with the firm before implementation. Access, content approval and any external-system requirements are recorded in the scope.
Practice and market brief
Confirm the practices, jurisdictions and locations in scope. Gather the firm’s preferred terminology and the situations prospective clients describe.
Search evidence
Review relevant queries, intent and available metrics using the agreed research tools. Keep absent or unavailable values distinct from a measured zero.
Page mapping
Assign a purpose and primary topic to each recommended page. Flag overlapping intent and candidates that do not yet justify a separate page.
Selected website projects across our wider practice
All case studies
What clients say.
Reviews from the companies we have built and maintained websites for.
Read every review on Clutch“We didn’t choose them to be impressed — we chose them because we knew they’d deliver high-level results with no risk. As a CTO myself, that’s exactly what I look for in a long-term partnership.”
“And, you know, the great part about the fact that you hit the goal, it's not that you had to compromise anything that you were doing, because, honestly, the end result far exceeded what we could have imagined.”
“I would just say that you deliver on quality … I just thought we clicked, and you delivered what we were looking for.”
“Norml Studio's professionalism and responsiveness were impressive.”
What you receive.
The deliverables correspond to the work areas agreed for this engagement.
- 01
A practice and market research brief.
- 02
A dated keyword dataset with sources and available metrics.
- 03
A page-intent map with overlap and gap recommendations.
Our process
How the work runs.
Agree the scope
Review the firm’s current website and the inputs needed for keyword research. Confirm the responsible people, access and acceptance criteria.
[ 01 ]
Carry out the work
Confirm the practices, jurisdictions and locations in scope. Gather the firm’s preferred terminology and the situations prospective clients describe. Review relevant queries, intent and available metrics using the agreed research tools. Keep absent or unavailable values distinct from a measured zero.
[ 02 ]
Review and hand over
Assign a purpose and primary topic to each recommended page. Flag overlapping intent and candidates that do not yet justify a separate page. Record open decisions and the next action for each one.
[ 03 ]The people who do this work.
No account layer between you and them. These are the Norml specialists this work runs through.
Let's chat
“I've spent 10 years working across development and marketing. I started as a developer, but design, SEO and advertising were already part of the job. That taught me to treat a website as one system: the business, the content, the design and the code have to work together. At Norml, I lead the architecture behind our work and stay involved wherever strategy, design, development and search meet.”
Max TymoshynFounder & Architect
Get startedKeyword research for law firms: questions.
Will every keyword become a page?
No. Several queries can belong to one useful page. Page recommendations depend on intent and the content the firm can provide.
Are there verified volume figures for these draft service pages?
No new keyword-volume research is claimed by this page batch. A research engagement would collect and date that evidence separately.
Website 2.0 combines strategy, design, development and launch in one engagement.