Strategic SEO for law firms that take reputation seriously.
SEO built around your firm, the work you want to attract and the way prospective clients actually choose a solicitor.
Your business first, SEO second.
A useful SEO strategy cannot be built in isolation from the firm behind it.
Before deciding what to optimise or create, I first want to understand your priorities, what matters most to the practice and where SEO can best support your wider business goals.
What work do you want?
Which matters matter most to the firm?
Who is the right client?
Who do you work best with — and who are you not trying to attract?
Where do you want to grow?
Which locations, services or areas of expertise matter most?
What is already working?
What already brings the right clients — and what can SEO strengthen?
Why do clients choose you?
What do reviews, referrals and client feedback say they value?
What defines your firm?
What reputation do you want SEO to reinforce?
SEO foundations
From there, the core SEO work is shaped around the priorities and direction of your practice.
On-Site SEO
Structure, internal linking, service pages and on-page optimisation that make your expertise easier to find and understand.
Technical SEO
Indexation, redirects, canonicals, crawlability and technical foundations that support sustainable visibility.
Content & Search intent
Content built around relevant searches, real client questions and the expertise already inside the firm.
Off-Site SEO
Relevant backlinks, citations and authority signals chosen for quality and relevance rather than volume.
Local & AI search
Visibility across local search and the wider search ecosystem as discovery increasingly happens through both traditional and AI-assisted search.
Understanding the client behind the search
Problem → Search → Compare → Trust → Enquiry
I look beyond the keyword to the journey behind it: what a prospective client is thinking, what they search for, which firms they compare and what they need to see before getting in touch.
The website should answer the questions already in their mind, build trust and remove hesitation.
A reason to choose your firm
When several firms offer the same service, ranking alone is not enough. I look for what genuinely distinguishes your practice — including solicitor insights, lessons from real client work and expertise that competitors cannot easily replicate.
Your website is only part of the picture
Clients rarely see your website in isolation. Reviews, Google, directories, solicitor profiles, LinkedIn and other search results all shape trust, so I look at the wider picture and where it can be strengthened.
How I work
Jinsim (진심) means sincerity.
It means doing the work seriously and from the core.
You will always know:
– what is being done
– why it matters
– where your budget goes
– why something is not a priority yet
No inflated reports.
No vanity metrics.
No outsourced chaos without accountability.
I explain strategy in plain language.
Because legal professionals deserve clarity, not marketing jargon.
Selected SEO results
Before starting Jinsim, I worked in a digital SEO agency, gaining hands-on experience across different industries and real client campaigns.
A few results I contributed to:
– Home & garden, Slovenia: organic traffic 3k → 5k and monthly net revenue €8.5k → €22k in 5 months.
– Bedding, Slovenia: organic traffic 400 → 1.3k and monthly net revenue €44k → €115k in 5 months.
– Bedding, Croatia: organic traffic 492 → 976, alongside a 2× increase in sales.
– Wellness: organic traffic 1.9k → 7.9k in 5 months.
– Medical supplies: organic traffic doubled, with 113 keywords reaching page one.
About me
Hi! My name is Ema.
I have a Master’s degree in Law, but somewhere along the way I found myself combining two very different worlds: law, which is structured and precise, and marketing, which can often feel chaotic and difficult to control.
I am analytical, systematic and straightforward — I like things to be clear, organised and easy to understand.
Outside work, I am usually reading a crime novel, learning Korean, or being supervised by my British Shorthair cat, Pino.