Seven services. One niche. South East Queensland law firms.
Every service is built for legal search — practice-area intent, YMYL standards, and the competitive conditions of SEQ legal markets.
Legal search is a YMYL category, which means Google evaluates content here against higher standards of expertise, authoritativeness, and trustworthiness than it applies to most industries. The keywords carry higher commercial value, and the compliance requirements constrain what can be claimed and how it’s claimed. A campaign optimised for “best personal injury lawyer near me” runs into different problems than one optimised for “commercial litigation Brisbane” — different search intent, different compliance exposure under PIPA versus general QLS rules, different competitive set.
Each service below is described as it applies to a Queensland law firm in 2026. If you are looking for a service not listed, the starting point is a conversation rather than a proposal.
Legal SEO
Technical audit, practice-area keyword architecture, content strategy, E-E-A-T signal development, and on-page structure — built around how prospective clients search for legal representation in your market.
GEO & AEO
Generative Engine Optimisation and Answer Engine Optimisation for Queensland law firms. Structuring your firm's content, schema, and citation signals so it can be surfaced and recommended by Google AI Overviews, ChatGPT, Perplexity, and Google AI Mode — a distinct discipline from traditional SEO, with its own signals and its own risks.
Local SEO
Google Business Profile optimisation, citation audit and management, review velocity strategy, and map pack visibility for Queensland law firms. For criminal, family, and personal injury practices — where prospective clients frequently search by location and need — the map pack result sits above organic listings for most location-specific queries.
Google Ads
QLS-compliant paid search campaigns for Queensland law firms. Legal keywords carry some of the highest cost-per-click of any industry. Campaigns that are not built around specific practice-area intent, tight geographic targeting, and a conversion-focused landing page structure produce qualified enquiries at a cost that is difficult to justify. All ad copy reviewed for compliance before activation.
Website Design
New builds, redesigns, and SEO-native rebuilds for Queensland law firms. A website that works visually but not in search is only partially doing its job. The structural decisions that determine search performance — H1 architecture, practice area URL hierarchy, schema markup, internal linking — are made at the build stage. Built in Elementor Pro on WordPress. Core Web Vitals tested before launch.
Fractional Head of SEO
Senior SEO leadership for Queensland law firms that need strategic oversight without a full-time hire. Covers search strategy, vendor review, internal team briefing, reporting frameworks, and ongoing direction across organic, local, and AI search surfaces. Suited to firms with an internal marketing resource that needs an experienced SEO hand to direct the work.
SEO Audit
A forensic assessment of where your firm's current search presence stands: technical errors, cannibalisation, content gaps, E-E-A-T signals, schema coverage, local presence consistency, and AI citation readiness. Delivered as one structured document with a sequenced action list. The audit is the starting point for a new engagement, and is also available as a standalone service.
One person across every service. Start to finish.
Every service on this page is delivered by Jane Cluff, with no account manager between you and the person doing the work, no handoff to a junior team once an agreement is in place, and no outsourced content or offshored optimisation.
That structure is a deliberate constraint. Felicity Jane Digital works with a small number of Queensland law firms at any time, selected on the basis of fit rather than volume. It is the constraint that makes the specificity possible.
The difference shows up in the audit before any commitment is made — the findings are specific to your firm, not generic observations that could apply to any law firm’s website.
Every engagement begins the same way — with a forensic look at where your firm actually stands.
Before any work begins, the audit establishes what is working, what is not, and what the competitive gap looks like relative to the firms appearing above yours. That’s what the strategy is built on.
first
A confidential conversation
A direct conversation about your firm’s current search presence, what you are seeing in the enquiry line, and what you need the digital channel to do. No proposal sent without this conversation first. It takes thirty minutes and costs nothing.
second
The diagnostic audit
A structured review of your firm’s technical foundation, keyword architecture, content quality, local presence, and AI citation signals. Delivered as a written document — the basis for the decisions that follow, and available as a standalone service if that’s all you need.
third
A strategy tied to your market
The strategy is built around your practice area, your geography, and the specific competitive conditions of your market. Brisbane commercial litigation operates under different conditions from Sunshine Coast personal injury. The work reflects that.
QLS compliance
All work is built within Queensland Law Society advertising guidelines.
Queensland law firms advertising their services are subject to the Legal Profession Act 2007 (Qld) and Queensland Law Society guidelines on legal advertising. Content, ad copy, and campaign strategy produced through Felicity Jane Digital is assessed against these requirements before implementation, with no outcome guarantees, misleading claims, or unsubstantiated superlatives in anything that goes live.
This is a standing part of how work is produced, not a service offered separately — every deliverable is assessed against these requirements as a matter of process, before it goes live.
frequently asked
Questions Queensland law firms ask before beginning.
Does Felicity Jane Digital work with law firms outside South East Queensland?
No. Felicity Jane Digital works exclusively with law firms in South East Queensland — Brisbane, Gold Coast, Sunshine Coast, Ipswich, Logan, Moreton Bay, Redlands, and Toowoomba. The geographic constraint is deliberate: the depth of knowledge about local search dynamics, competitive conditions by practice area, and Queensland-specific compliance requirements comes from working in one market with close attention.
Can a firm engage Felicity Jane Digital for a single service, or does it require a full engagement?
Individual services are available. The SEO audit in particular is designed as a standalone deliverable — a forensic assessment with a structured action plan that a firm can act on independently or use as the basis for a broader engagement. Google Ads and website design projects are also scoped individually. The starting point for any service is the initial conversation, which is free and carries no obligation.
How many firms does Felicity Jane Digital work with at any one time?
What does a Queensland law firm need before engaging an SEO service?
A website and a Google Business Profile are the minimum. Access to Google Search Console and Google Analytics 4 is useful and can be established before work begins if not already in place. Beyond those basics, the audit is the tool that establishes what else is required. Firms do not need to have their digital presence in order before beginning — the audit is designed precisely to assess the current state and establish what needs to change and in what order.