The challenge
Patent work is bought by three different kinds of searcher, and they do not use the same words. A founder about to file searches for the procedure. A biotech company searches for someone who understands biotech. A business in Austin searches for a patent attorney in Austin. A conventional practice-area site serves the first of those and loses the other two — and in IP the other two are where the larger engagements are.
What we built
- A three-way silo — service, industry and location — so a provisional filing search, a biotech search, and an "Austin patent attorney" search each land on a page built for that search rather than a generic overview.
- Industry hubs for electrical and computing, energy and chemicals, life sciences, and transportation, aerospace and defence — matching how inventors actually describe themselves before they describe their legal need.
- A Learning Center and FAQ layer targeting the long-tail procedural questions — post-grant review, derivation proceedings, maintenance fees — that bring in early-stage research traffic and establish the firm as the one that explains things.
- A visual five-step process explainer, because patent prosecution is unfamiliar to most first-time filers and uncertainty, not price, is what stops them booking.
- Internal linking that routes between the three silos — an industry hub links down into the service pages and across into the relevant metros, so authority collects rather than pooling in dead ends.
Why it worked
The temptation with a firm this broad is one big page per service and a list of cities in the footer. That structure ranks for the firm's name and very little else. Splitting it three ways means every page has exactly one job, which is the whole premise of how we approach law firm SEO — and it is why the content has to be written per page rather than spun from a template.
Practice spread across services, industries and cities? We'll map what a silo structure would look like for yours.
Get a Free Website AuditFrequently Asked
Why organise an IP firm's site by industry as well as service?
Inventors describe themselves by field before they describe themselves by legal need. A biotech founder searches for a biotech patent attorney, not for patent prosecution counsel. An industry hub meets that search where it is, then routes into the service pages.
Doesn't a three-way silo create a lot of pages?
It does, and that is the point — but only where a real search exists behind each one. We build the combinations that people actually search for and skip the rest. A page with no search behind it is a maintenance cost, not an asset.
Are there published results for this project?
Not yet. We publish traffic and ranking figures only once the firm has approved them, and this one has not been released. Ask on a call and we can walk you through what changed after launch.