Law firms · Immigration
Immigration marketing, spoken in the languages your clients search in.
Immigration clients search for help with H-1B, green cards, asylum, family reunification, naturalization and removal defense, in English, Spanish, Mandarin, Hindi and other languages. We rank your Google Business Profile and website for the searches your clients make, and set up the site so they can reach you in their first language.
What we see
What keeps immigration firms out of Google's top results
These come up in nearly every immigration audit we run, and each one can be fixed.
An English-only website in a market where half the clients search in Spanish
Most US immigration firms have English-only websites in cities like Los Angeles, Miami, Houston and New York, where Spanish is the main client language. Those firms rank only for English searches and miss the half of the market searching in Spanish. The fix is a Spanish version of every practice page on your own domain, written by a native speaker and tagged so Google shows it to Spanish searchers.
One 'Immigration' page covering 15 different visa types
H-1B and asylum are completely different practices with different clients, and a page that covers both ranks for neither. What ranks is a page for each visa type you handle, such as H-1B, L-1, O-1, EB-1, EB-2, family-based, marriage-based, asylum, naturalization and removal defense. Which pages you need depends on your case mix, and a general 'Immigration Services' page is the wrong place to start.
Out-of-date content as USCIS policy shifts
Immigration policy changes more often than any other federal practice area, with fees, processing times and programs like DACA, public charge and asylum metering suspended, restored or modified. A USCIS page written eighteen months ago is often wrong now, and Google pushes outdated pages down. The fix is a review of every visa page each quarter, plus an immediate update when a major policy change happens.
USCIS and EOIR jargon left untranslated for the lay reader
'Form I-589' means nothing to someone researching asylum for the first time, and 'master calendar hearing' means nothing to someone in removal proceedings. Pages full of procedural shorthand lose clients to firms that write the way clients think. We lead with plain words like 'asylum application' and 'first court date' and keep the form numbers as secondary references.
Federal credentials missing from attorney bios
Immigration is federal practice, so AILA membership, a BIA practitioner listing and federal court admissions matter more for ranking than state bar membership. Firms that link to AILA, their EOIR registration and their federal court admissions from attorney bio pages give Google stronger proof of expertise than firms that point only to a state bar.
What ranks
What Google looks at for immigration firms
We work on each of these from the first month, and you can measure every one of them.
Immigration Attorney as the main category
Use Immigration Attorney as your main category. The broader 'Lawyer' or 'Attorney' categories won't rank where the specific one does, and most firms still use them out of habit.
One page per visa type
H-1B, L-1, O-1, EB-1, EB-2/NIW, family-based, marriage-based, asylum, naturalization and removal defense can each have a page, linked from your main immigration page. Build only the pages that match your case mix.
Spanish first, then other languages
Every practice page gets a Spanish version, translated by a person and tagged so Google shows it to Spanish searchers. Mandarin and Hindi follow the same pattern in cities where they are the main immigrant language. Visitors from these pages are often better leads than English visitors, because they chose a firm that serves them in their language.
Pages updated every quarter
USCIS filing fees, processing times, eligibility rules and EOIR procedures change often enough that a quarterly update is the minimum. A page updated in the last 90 days outranks one nobody has touched in a year, even when the content is equally good.
Federal credentials linked from bios
Link each attorney bio to AILA membership, the BIA practitioner listing, federal court admissions and USCIS-accredited representative status if you have it. Credentials matter more in immigration than in any other legal practice, so make them easy to check.
Services that fit
Services that fit immigration firms
Most firms start with one or two services and add more later. Every service has a published price.
Other practice areas
Other practice areas we work with
Each practice area is marketed differently, so each one has its own page.
Family law
Each family law service gets its own page, and reviews are collected in a way that protects client privacy.
See the family law pageCriminal defense
Each charge type gets its own page, with after-hours intake and case results that carry the right disclaimers.
See the criminal defense pageEmployment law
Your site takes a clear side, plaintiff or defense, with pages for FLSA, ADA, Title VII and state wage law.
See the employment law pageMass tort
Each active drug or exposure gets its own page, published soon after a filing, with TCPA-compliant intake.
See the mass tort pageDUI defense
We build state, charge-tier and DMV hearing pages, and tell you honestly which searches you can win.
See the dui defense pagePersonal injury
We build injury-type and state pages, and tell you honestly what you can win in the hardest legal market on Google.
See the personal injury pageImmigration FAQ
Immigration questions
We get clients from five different language groups. Where do we start with multilingual content?
Start with your largest language group, which in most US markets is Spanish, and the three or four visa pages you file most, such as family-based, marriage-based and asylum. Use native translation, tag each page with its language so Google shows the right version, and put them under a /es/ path or a subdomain. Once Spanish brings in good leads, add the next-largest group in your market, such as Mandarin in San Francisco, Vietnamese in Houston or Arabic in Detroit, one language at a time.
Our practice is federal, so does state bar matter at all for our marketing?
Yes, though less than for any other practice. Your state bar still governs how you advertise, including testimonials, case results and fees, and we follow its rules on your website and profile. For ranking, a client in Boise can hire a Houston firm for an asylum case, so Google gives more weight to federal credentials like AILA, BIA listings, EOIR registration and federal court admissions, and we link to those from your bios.
USCIS just changed a rule we have a page about. How fast do we need to update?
Update within a week for major changes like fee increases, program suspensions or eligibility shifts, and within a quarter for smaller procedural ones. An outdated page misleads the client reading it, which is a competence problem and a malpractice risk if it recommends action, and Google favors recently updated pages on fast-changing topics. We set up a quarterly review of every visa page, with a watchlist of USCIS and EOIR pages that triggers an immediate update when they change.
We are not AILA members. Does that hurt our ranking?
It hurts your credibility more than your ranking directly. AILA membership is strong, checkable proof of expertise, and clients who know AILA treat it as a credential, so without it you have one less reason to be chosen over a member. If you do federal immigration work, the dues are usually worth it, and if not, we lean on federal court admissions, EOIR registration and published writing in immigration outlets.
Our removal defense work has a different conversion path than our affirmative work. How do we handle that?
Give them two intake paths. Affirmative work like family-based, marriage-based, naturalization and employment visas usually comes in through a website form and a callback, while removal defense clients have a court date, call rather than fill in forms, and search for things like 'immigration court attorney' or 'NTA defense.' We build a separate removal defense page with call buttons first, a same-day or next-day consultation offer and copy written for someone in a hurry.
Get a free audit for your immigration practice
It takes 30 minutes on a screen share. We show you where you're missing from Google, what competing firms do differently and the plan to close the gap.
