Law Firm Schema Markup That Matches What Clients See
Law firm schema markup is the labels behind each page that tell search engines who the firm is, where its offices are, who its people are and what each article is. Affirmed checks what is there, makes it match the page and keeps it current with the firm's developers.
For firms whose markup nobody has checked, or whose people and offices change often.
Affirmed works only with solicitors, law firms and barristers' chambers.
What You Are Buying When You Buy Schema Markup Work
This is not a schema guide or code to paste. It is not review stars or legal or regulatory advice.
You are buying markup that matches each page, a written specification for the firm's developers, testing before and after release, and an owner for every change.
Schema Markup vs Technical SEO vs Multi-Location SEO
| Schema markup (this page) | Technical SEO | Multi-location SEO | |
|---|---|---|---|
| The question it answers | Does the markup on our site describe the firm, its offices, people and articles accurately, and will it stay that way? | Can search engines crawl, render and index the site, and is it sound and fast? | How do all our offices fit together on one site? |
| Where markup comes in | Designed, specified, tested and kept current on every template | Broken or false markup is flagged as one fault in a whole-site review | Each office's details marked up where they match its page, as one part of the office programme |
| Who it suits | Firms whose plugins, theme or past agencies added markup nobody has checked, or whose people, offices or practice areas change often | Any firm with crawl, index, speed or template problems | Firms with more than one real public office |
Problems Affirmed Finds in Law Firm Schema Markup
Markup Nobody Has Checked
Plugins, the theme, a tag manager and past agencies each add their own. Affirmed lists every source and agrees one.
Markup That Says Something the Page Does Not
An old address, a solicitor who has left, a practice area the firm no longer offers. Affirmed corrects or removes it.
Review Stars for the Firm's Own Reviews
Markup or a widget set up to show star ratings for the firm. Google does not show stars for reviews a business publishes about itself. Affirmed recommends removing that markup; the reviews can stay for readers.
Markup Added for Results Google No Longer Shows
FAQ and how-to markup added in the hope of a snippet. Google no longer shows FAQ rich results or how-to results. FAQ markup can stay where the questions are on the page, but it earns no snippet.
One Block Copied onto Every Page
Every page claims to be the firm, or lists every office. Affirmed puts the firm's details on the page about the firm and each office's details on its own page.
People Pages That Do Not Say Who the Person Is
Profile pages with no markup, or names and roles that differ from the page. Affirmed marks them up to match and links articles to their authors.
Articles with No Clear Author or Date
Affirmed makes sure author and date markup match the byline the page shows. Writing the articles sits on legal content strategy.
Markup That Breaks When the Site Changes
A template edit, plugin update or rebuild drops or duplicates it. Affirmed tests before and after release; rebuilds run with website migration SEO.
Errors Nobody Reads
Search Console reports markup problems and nobody owns them. Affirmed reviews them and agrees fixes with the developers.
What Law Firm Schema Markup Work Covers
| Area | What it covers |
|---|---|
| Markup audit | Every template checked for what it outputs, where that comes from (the CMS, plugins, the theme, a tag manager or hand-written code) and whether it matches the page |
| The firm | Name, logo, contact details and official profiles, marked up once on the page that describes the firm (Organization) |
| Offices | Each real office's details on its own page (LegalService). The office programme sits on multi-location SEO |
| People | Profile pages for people who appear on the site, with names, roles and qualifications as the page shows them (ProfilePage) |
| Articles and guides | Author and dates that match the byline (Article) |
| Breadcrumbs and video | Where the site shows breadcrumbs or hosts its own video (BreadcrumbList, VideoObject) |
| FAQs | Markup only where the FAQs are visible on the page |
| Reviews | No markup for the firm's own reviews |
| Specification | A written specification per template, agreed with the firm and its developers |
| Testing | Google's Rich Results Test and the Schema Markup Validator before release, and Search Console after |
| Governance | Who updates markup when people, offices, practice areas or the site change, with a shared checklist |
| Reporting | Monthly reporting on what was checked, fixed and still open |
Not sure whether the markup on the site helps or gets in the way?
Start with Affirmed's free law firm SEO audit. A senior team member reviews technical foundations, local visibility, trust signals and content against competitors. You receive a written report plus a recorded video walkthrough within 3 to 5 business days.
What Schema Markup Can and Cannot Do
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It labels what is already there. Markup helps search engines read facts on the page. It does not add facts the page does not show.
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No AI shortcut. Google says no special markup is needed to appear in AI Overviews or AI Mode. Accurate pages matter more.
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No stars for the firm's own reviews. Not on the page and not through a widget.
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Approval and responsibility. The firm approves changes before release. Affirmed works with the firm's marketing team and developers. The firm stays responsible for its own publicity; Affirmed does not give regulatory advice.
When Schema Markup Work Makes Sense for a Law Firm
Common situations:
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A plugin, theme or past agency added markup. And nobody knows what it says.
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Search Console shows markup problems nobody owns.
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The site has star markup for the firm's own reviews. Or someone sold FAQ snippets.
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People, offices or practice areas change often.
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A rebuild, merger or rename is coming.
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Partners have heard markup is the answer to AI search. And want a straight answer.
A site with crawl, index or speed problems needs technical SEO first. A firm with several offices needs multi-location SEO for the office programme.
How Schema Markup Work Runs with Your Firm
Four beats.
Audit
Every template and source of markup, compared with the page.
Specify
What each template should describe, agreed with the firm and its developers.
Release and Test
Tested before and after release, and approved by the firm. Affirmed works with the firm's marketing team and developers.
Keep Current and Report
Updates when people, offices or practice areas change, and monthly reporting.
Where Schema Markup Work Sits with the Rest of the Work
Schema markup work runs as a retainer, a project or both, with no contract tie-ins.
Pointers only:
- Crawl, index, speed and site health: technical SEO for law firm websites
- How offices fit together on one site: multi-location SEO
- Each office's profile on Google: Google Business Profile optimisation
- Articles, guides and author pages: legal content strategy
- Rebuilds and domain moves: website migration SEO
- A full review of the site: SEO audits for law firms
Schema Markup Questions from Partners and Marketing Leads
Will schema markup improve our rankings?
It is worth doing so the site describes the firm accurately.
Can we show review stars for the firm in Google?
Not from the firm's own website. Google does not show star ratings for reviews a business publishes about itself, whether in markup or an embedded reviews widget. Reviews can stay on the page for readers.
Is FAQ schema still worth having?
Google stopped showing FAQ rich results in 2026, so FAQ markup will not change how a result looks. It can stay where the FAQs are visible. Affirmed does not add questions just to mark them up.
Do we need schema markup to appear in AI Overviews?
Google says no special markup is needed for AI Overviews or AI Mode, and that markup should match the visible text. Affirmed does not sell markup as a route into AI answers.
Our website plugin already adds schema. Is that enough?
Sometimes. Plugins can duplicate markup from the theme or a past agency, or describe the firm differently across pages. Affirmed checks each source and agrees which to keep.
How do we know our markup is correct?
Each template is tested with Google's Rich Results Test and the Schema Markup Validator before release, checked in Search Console after, and compared with the page.
Who makes the changes?
Affirmed writes the specification and tests the changes. Affirmed works with the firm's marketing team and developers. Nothing goes live until the firm approves it.
How much does schema markup work cost?
It depends on the number of templates, the state of the existing markup, and whether it is a project or ongoing. The fee is set after a conversation. See pricing.
How do we start?
Start with the free law firm SEO audit. To talk through the site's markup first, contact Affirmed.
Markup That Says What the Page Says
If nobody knows what the site's markup says, or it promises stars and snippets Google does not show, start with a clear first view. Nothing goes live until the firm approves it.
Written report
A written report
Recorded video
A recorded video
3 to 5 business days
Within 3 to 5 business days
Senior team member
A senior team member reviews the site