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Law Firm Business Profile JSON Format & Schema

Help potential clients find your law firm when they need legal help most. Proper JSON-LD structured data positions your firm in local search results for personal injury, family law, criminal defense, and more.

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What Is a Law Firm Business Profile JSON Template?

A law firm business profile JSON template uses Schema.org's LegalService type to communicate your practice's details to search engines. This structured data format tells Google exactly what legal services you offer, where you practice, which attorneys are on staff, and how potential clients can reach you.

Legal services are among the most competitive local search categories, with cost-per-click rates exceeding $100 for personal injury and criminal defense keywords. Organic search visibility through structured data and local SEO offers a more sustainable path to new client acquisition.

Your law firm's JSON schema should include:

  • Firm name, address, and main contact number
  • All practice areas (personal injury, family law, criminal, estate planning, etc.)
  • Individual attorney profiles with bar admission information
  • Free consultation availability and hours
  • Client ratings and review count from Avvo, Google, and Martindale
  • Languages spoken and accessibility features

Why Law Firm JSON Schema Matters

✅ High-Value Case Searches

Legal searches are among the most valuable in local search. A single personal injury case can be worth tens of thousands in fees. Structured data helps you appear for these high-intent searches without paying for every click.

✅ Practice Area Specificity

Clients search for specific practice areas . "divorce attorney near me," "DUI lawyer," "slip and fall attorney." Listing all practice areas in structured data ensures you appear across the full spectrum of relevant searches.

✅ Attorney Directory Consistency

Avvo, Martindale-Hubbell, FindLaw, and Justia all pull from structured data sources. Consistent JSON ensures your firm information matches across all legal directories that potential clients consult.

✅ Trust and Credibility Signals

Legal clients choose attorneys based heavily on trust. Star ratings visible in search results, years in practice, and awards/recognitions in structured data all build credibility before a client ever visits your website.

Complete Law Firm JSON-LD Schema Template

JSON-LD (application/ld+json)
{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "name": "Your Law Firm Name",
  "image": "https://example.com/law-firm-office.jpg",
  "description": "Full-service law firm specializing in personal injury, family law, and estate planning. Free consultations available.",
  "url": "https://www.yourlawfirm.com",
  "telephone": "+1-555-901-2345",
  "email": "contact@yourlawfirm.com",
  
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "One Legal Plaza, Suite 400",
    "addressLocality": "Chicago",
    "addressRegion": "IL",
    "postalCode": "60601",
    "addressCountry": "US"
  },
  
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 41.8781,
    "longitude": -87.6298
  },
  
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "187"
  },
  
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "09:00",
      "closes": "18:00"
    }
  ],
  
  "priceRange": "$$$$",
  
  "availableService": [
    {
      "@type": "Service",
      "name": "Personal Injury",
      "description": "Car accidents, slip and fall, medical malpractice, wrongful death"
    },
    {
      "@type": "Service",
      "name": "Family Law",
      "description": "Divorce, child custody, adoption, domestic relations"
    },
    {
      "@type": "Service",
      "name": "Criminal Defense",
      "description": "DUI, misdemeanors, felony defense, expungement"
    },
    {
      "@type": "Service",
      "name": "Estate Planning",
      "description": "Wills, trusts, power of attorney, estate administration"
    },
    {
      "@type": "Service",
      "name": "Business Law",
      "description": "Business formation, contracts, commercial litigation"
    }
  ],
  
  "employee": [
    {
      "@type": "Person",
      "name": "Jane Smith, Esq.",
      "jobTitle": "Managing Partner",
      "description": "30 years experience in personal injury and civil litigation. Licensed in Illinois and Indiana.",
      "sameAs": "https://www.avvo.com/attorneys/jane-smith"
    },
    {
      "@type": "Person",
      "name": "John Doe, Esq.",
      "jobTitle": "Associate Attorney",
      "description": "Family law specialist with 10 years experience in divorce and custody proceedings.",
      "sameAs": "https://www.avvo.com/attorneys/john-doe"
    }
  ],
  
  "sameAs": [
    "https://www.facebook.com/yourlawfirm",
    "https://www.linkedin.com/company/your-law-firm",
    "https://www.avvo.com/law_firm/your-law-firm",
    "https://www.martindale.com/your-law-firm"
  ],
  
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "Free Consultation",
    "telephone": "+1-555-901-2345",
    "url": "https://www.yourlawfirm.com/free-consultation",
    "availableLanguage": ["English", "Spanish"]
  }
}

Minimal Law Firm Schema

JSON-LD
{
  "@context": "https://schema.org",
  "@type": "LegalService",
  "name": "Your Law Firm Name",
  "url": "https://www.yourlawfirm.com",
  "telephone": "+1-555-901-2345",
  
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "One Legal Plaza",
    "addressLocality": "Chicago",
    "addressRegion": "IL",
    "postalCode": "60601",
    "addressCountry": "US"
  }
}

Law Firm JSON Schema FAQ

Should I use "LegalService" or "Attorney" as the @type?

Use "LegalService" for the firm itself. For individual attorney profiles within the firm, use Person with a jobTitle of "Attorney" or "Lawyer." This two-level approach covers both firm-level and individual attorney searches.

Can I mention free consultations in the schema?

Yes . use the contactPoint property with contactType "Free Consultation" and link to your consultation scheduling page. This is a strong conversion signal that differentiates your firm for clients who are comparing options.

How do I handle multiple office locations?

Create separate JSON-LD schemas for each office location. Each location page should have its own schema with the location-specific address, phone number, and hours . even if the firm name and services are the same.

💡 Free Consultation CTAs Convert
Include "Free Consultation" prominently in your contactPoint and description. Legal clients are price-sensitive about hourly rates. A visible free consultation offer reduces the barrier to first contact and significantly increases conversion from search to call.
⚠️ Bar Information Must Be Accurate
Never include incorrect bar admission information in your schema. Inaccurate licensing information can damage credibility and in some jurisdictions, making misleading claims about legal credentials has professional consequences.

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How to Implement Law Firm JSON Schema

1. Add to Your Website <head> Section

Place the JSON-LD script in your website's <head> tag:

HTML
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LegalService",
  ...
}
</script>

2. Submit to Google Search Console

Go to Google Search Console > Enhancements > Rich Results > Validate. Google will crawl your site and use the JSON data to power Knowledge Panel entries and rich snippets.

3. Keep Listings Consistent

Your law firm JSON data should match exactly across Google My Business, Avvo, and Martindale-Hubbell. Inconsistencies between your website schema and your Google Business Profile cause ranking issues.

4. Platform-Specific Notes

Legal website platforms (Clio Grow, LawLytics, Justia) often include basic schema. Verify it includes your practice areas and individual attorney profiles . these are typically missing from generic implementations.

Next Steps

  1. Copy the complete law firm JSON schema above
  2. Replace all example values with your actual firm information
  3. Add the JSON-LD script to your website's <head> tag
  4. Test using Google's Rich Results Test: https://search.google.com/test/rich-results
  5. Submit your site to Google Search Console
  6. Update Avvo and Martindale-Hubbell profiles with matching information
  7. Create individual Person schemas for each attorney on staff
  8. Update practice areas and bar admissions whenever attorneys join or leave

Validate Your Law Firm JSON Schema

Legal schema carries higher stakes . potential clients are making important decisions. Accuracy and professionalism in your structured data reflect directly on your firm:

🔍 Attorney Profile Validation

Test both the firm-level LegalService schema and any individual attorney Person schemas. Avvo and Martindale-Hubbell cross-reference structured data . inconsistencies between your schema and these directories can suppress your profile visibility.

🔍 Practice Area Keywords

Each practice area in your availableService array should match the exact terminology clients use to search. "Personal injury" outperforms "civil litigation" in search volume. Research keyword variants for each practice area and use the highest-volume terms in your schema.

🔍 Review Count Accuracy

Legal reviews on Google, Avvo, and Martindale each contribute to your reputation. Keep your aggregateRating reviewCount current. Outdated review counts (showing lower than actual) reduce click-through rates from search results.

Last updated: March 2026 | Law Firm JSON Schema v1.0

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