Legal search is specific.
So is our work.
You’re already investing in your firm’s online presence. What you don’t have is proof it’s working — in your rankings, in your calls, in your caseload. That gap is usually not a lack of effort. It’s a lack of specificity.
The platforms your prospective clients search through changed. A strategy built for 2022 is not the same as one built for 2026 — and a generalist approach built for any industry is not the same as one built for law.
People who need a lawyer are searching right now. What they find — and whether they find your firm — depends on decisions already made.
SEO · AEO · GEO
Search Visibility
A family lawyer and a criminal defence solicitor on the same street attract entirely different clients, at different moments of decision. One prospective client is researching over weeks. The other needs someone today. Each requires a different approach.
Your firm’s search presence is built around your practice area, your geography, and the specific queries your prospective clients use. Visibility in 2026 means being structured correctly across all of those surfaces — including how AI systems answer legal questions before a searcher ever reaches Google.
Google Business Profile · Maps · Reviews
Local SEO
A strong position in organic search does not guarantee your firm appears when someone nearby is searching for a lawyer right now. Local visibility runs on a separate set of signals — and most firms have never had them assessed on their own terms.
Your Google Business Profile, Maps position, review profile, and directory presence work together, separately from your SEO. Treated as one system instead of four disconnected accounts, local search becomes a deliberate source of enquiries — not an afterthought.Paid search · Compliance-built
Google Ads
Organic search builds a firm’s presence over time. For a firm that needs qualified enquiries now — entering a new practice area, opening in a new location, or needing results on a shorter timeline — paid search works differently.
Legal advertising in Queensland carries specific obligations under Queensland law and QLS advertising guidelines. Ad copy, landing pages, and campaign structure are all built to reflect those requirements. The result is a pipeline of qualified enquiries from the right practice area and location.
New builds · Redesigns · AI-ready
Website Design and Build
Most law firm websites were built to look professional — not to be read correctly by Google, by AI platforms, or by the client deciding whether to call. A site can satisfy one of those audiences and still lose enquiries to a competitor who satisfies all three.
A new build or a redesign is judged on the same foundations: practice area structure, technical performance, and the schema markup that determines whether AI systems can identify your firm at all.
Six surfaces · One scoped deliverable
SEO & Visibility Audit
Some firms already know which service they need. Others know something isn’t working and want evidence before committing to a direction.
The audit assesses all six surfaces a prospective client moves through — organic search, local search, paid search, website structure, AI citation readiness, and entity signals — and identifies which ones are working, which are not, and what is causing the gap. The result stands on its own: some firms use it to plan their next investment with us, others use it to brief an existing supplier.Strategy · Direction · Accountability
Fractional Head of SEO
Running SEO, paid search, and a website as three separate decisions — each handled competently on its own — still leaves no one accountable for whether they add up to more enquiries.
A Fractional Head of SEO sets the strategy, sets the priorities, and is answerable for the result — senior-level oversight without the cost or commitment of a full-time hire.
Jane Cluff
Founder · Felicity Jane Digital
Most law firm principals choosing a legal SEO agency are really choosing between two risks: another generalist who treats search as a side service, or a senior person who hands the work to someone junior once the contract is signed.
Felicity Jane Digital was built to remove both. Twelve years and more than a hundred client engagements have run on one principle: diagnose before strategy. The person who assesses your firm’s position is the person doing the work — not an account manager relaying it.
Felicity Jane Digital works with SEQ law firms only. That focus is the point.
Search alone used to decide which firm got the call.
In 2026, that decision is shaped by what a prospective client finds across Google search, Google Maps, AI-generated recommendations, legal directories, and your website — before they ever pick up the phone. Your firm’s position across those surfaces is either established or it isn’t.
A confidential conversation costs nothing. Knowing exactly where your firm stands — and what it would take to change it — is worth considerably more.