Introduction
Schema markup is the language that AI systems use to understand your law firm's services, credentials, and expertise. Without proper structured data, even the most comprehensive legal website remains partially invisible to ChatGPT, Claude, and Gemini. These AI systems need clear, machine-readable signals about who you are, what you do, and why you're authoritative in your practice areas.
This technical guide provides complete implementation examples for legal professionals. Unlike generic schema guides, this focuses specifically on legal service markup that AI systems prioritize when making attorney recommendations.
Technical Prerequisites
This guide assumes basic HTML knowledge and access to your website's code. All examples use JSON-LD format, which is Google's preferred structured data format and the easiest to implement.
Essential Schema Types for Law Firms
AI systems look for specific schema types when evaluating legal professionals. Focus on these core markup types for maximum AI visibility:
- Attorney Schema: Individual lawyer credentials and specializations
- LegalService Schema: Practice area descriptions and service offerings
- Review/Rating Schema: Client testimonials and professional ratings
- Organization Schema: Law firm information and contact details
- FAQ Schema: Common legal questions and expert answers
Attorney Schema Implementation
Attorney schema tells AI systems about individual lawyers' credentials, practice areas, and professional standing. This is crucial for personal branding and expertise recognition.
Basic Attorney Schema Structure
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Attorney",
"name": "Sarah Johnson",
"alternateName": "Sarah J. Johnson, Esq.",
"description": "Experienced family law attorney specializing in divorce, child custody, and adoption cases in King County, Washington.",
"url": "https://yourlawfirm.com/attorneys/sarah-johnson",
"image": "https://yourlawfirm.com/images/sarah-johnson.jpg",
"jobTitle": "Senior Partner",
"worksFor": {
"@type": "LegalService",
"name": "Johnson & Associates Family Law",
"url": "https://yourlawfirm.com"
},
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street, Suite 400",
"addressLocality": "Seattle",
"addressRegion": "WA",
"postalCode": "98101",
"addressCountry": "US"
},
"telephone": "+1-206-555-0123",
"email": "sarah@yourlawfirm.com",
"alumniOf": {
"@type": "EducationalOrganization",
"name": "University of Washington School of Law",
"url": "https://www.law.uw.edu"
},
"memberOf": [
{
"@type": "Organization",
"name": "Washington State Bar Association",
"url": "https://www.wsba.org"
},
{
"@type": "Organization",
"name": "King County Bar Association"
}
],
"award": [
"Super Lawyers Rising Star 2023",
"Best Lawyers Under 40 2024"
],
"knowsAbout": [
"Family Law",
"Divorce",
"Child Custody",
"Adoption",
"Prenuptial Agreements"
]
}
</script>Advanced Attorney Schema with Bar Admissions
Include specific bar admission details that AI systems can use to verify credentials:
{
"@context": "https://schema.org",
"@type": "Attorney",
"name": "Michael Chen",
"description": "Personal injury attorney with 15 years experience in motor vehicle accidents, premises liability, and wrongful death cases.",
"hasCredential": [
{
"@type": "EducationalOccupationalCredential",
"name": "Washington State Bar License",
"credentialCategory": "Professional License",
"issuedBy": {
"@type": "Organization",
"name": "Washington State Bar Association"
},
"dateCreated": "2009-09-15"
},
{
"@type": "EducationalOccupationalCredential",
"name": "U.S. District Court Western District of Washington",
"credentialCategory": "Court Admission"
}
],
"serviceArea": [
{
"@type": "AdministrativeArea",
"name": "King County"
},
{
"@type": "AdministrativeArea",
"name": "Pierce County"
},
{
"@type": "AdministrativeArea",
"name": "Snohomish County"
}
],
"priceRange": "$$",
"paymentAccepted": [
"Contingency Fee",
"Credit Card",
"Check"
]
}
</script>LegalService Schema for Practice Areas
LegalService schema is essential for practice area visibility. AI systems use this markup to understand what legal services you offer and in which jurisdictions.
Comprehensive LegalService Schema
{
"@context": "https://schema.org",
"@type": "LegalService",
"name": "Personal Injury Law Services",
"description": "Comprehensive personal injury legal representation including motor vehicle accidents, slip and fall cases, medical malpractice, and wrongful death claims in Washington State.",
"url": "https://yourlawfirm.com/personal-injury",
"provider": {
"@type": "Attorney",
"name": "Michael Chen"
},
"areaServed": [
{
"@type": "City",
"name": "Seattle",
"@id": "https://en.wikipedia.org/wiki/Seattle"
},
{
"@type": "City",
"name": "Tacoma"
},
{
"@type": "AdministrativeArea",
"name": "King County"
}
],
"serviceType": [
"Motor Vehicle Accident Claims",
"Premises Liability",
"Medical Malpractice",
"Wrongful Death",
"Product Liability"
],
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Personal Injury Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Free Consultation",
"description": "Initial case evaluation with no attorney fees"
},
"price": "0",
"priceCurrency": "USD"
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Contingency Fee Representation",
"description": "No attorney fees unless we win your case"
},
"priceSpecification": {
"@type": "UnitPriceSpecification",
"price": "33.33",
"priceCurrency": "USD",
"unitText": "PERCENT"
}
}
]
},
"audience": {
"@type": "Audience",
"name": "Personal Injury Victims",
"description": "Individuals injured due to negligence of others"
}
}
</script>Review and Rating Schema Implementation
Client reviews are crucial trust signals for AI systems. Proper review schema helps AI understand your reputation and client satisfaction levels.
Individual Review Schema
{
"@context": "https://schema.org",
"@type": "Review",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5",
"bestRating": "5"
},
"author": {
"@type": "Person",
"name": "Jennifer M."
},
"datePublished": "2024-11-15",
"reviewBody": "Sarah handled my divorce with professionalism and compassion. She kept me informed throughout the process and achieved an outcome that exceeded my expectations. I highly recommend her for any family law matter.",
"itemReviewed": {
"@type": "Attorney",
"name": "Sarah Johnson"
}
}
</script>Aggregate Rating Schema
{
"@context": "https://schema.org",
"@type": "LegalService",
"name": "Johnson & Associates Family Law",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "127",
"bestRating": "5",
"worstRating": "1"
},
"review": [
{
"@type": "Review",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5"
},
"author": {
"@type": "Person",
"name": "Robert T."
},
"reviewBody": "Excellent legal representation in my custody case."
}
]
}
</script>FAQ Schema for Legal Questions
FAQ schema is particularly powerful for legal websites because it directly addresses the types of questions people ask AI systems about legal matters.
Legal FAQ Schema Implementation
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How long does a divorce take in Washington State?",
"acceptedAnswer": {
"@type": "Answer",
"text": "In Washington State, there is a mandatory 90-day waiting period for all divorces from the date the petition is filed and served. Uncontested divorces typically finalize within 3-4 months, while contested divorces can take 6-18 months depending on complexity and court scheduling."
}
},
{
"@type": "Question",
"name": "What is the cost of filing for divorce in King County?",
"acceptedAnswer": {
"@type": "Answer",
"text": "The filing fee for divorce in King County is $314 as of 2024. Additional fees may apply for service of process ($75-150) and other court documents. Attorney fees vary but typically range from $250-500 per hour depending on the attorney's experience and case complexity."
}
},
{
"@type": "Question",
"name": "Can I modify child support after divorce?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, child support can be modified in Washington State when there is a substantial change in circumstances. This includes significant changes in income, medical needs of the child, or changes in the parenting plan. The modification requires court approval and typically needs a 25% or $100 monthly change in the support amount."
}
}
]
}
</script>Organization Schema for Law Firms
Organization schema provides comprehensive information about your law firm that AI systems use to understand your business scope and authority.
Complete Law Firm Organization Schema
{
"@context": "https://schema.org",
"@type": "LegalService",
"name": "Johnson & Associates Family Law",
"alternateName": "Johnson Family Law",
"description": "Full-service family law firm serving Seattle and King County since 2010. Specializing in divorce, child custody, adoption, and prenuptial agreements.",
"url": "https://yourlawfirm.com",
"logo": "https://yourlawfirm.com/images/logo.png",
"image": "https://yourlawfirm.com/images/office.jpg",
"telephone": "+1-206-555-0123",
"email": "contact@yourlawfirm.com",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street, Suite 400",
"addressLocality": "Seattle",
"addressRegion": "WA",
"postalCode": "98101",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "47.6062",
"longitude": "-122.3321"
},
"openingHours": [
"Mo-Fr 09:00-17:00"
],
"priceRange": "$$",
"foundingDate": "2010-03-15",
"founder": {
"@type": "Attorney",
"name": "Sarah Johnson"
},
"numberOfEmployees": "8",
"employee": [
{
"@type": "Attorney",
"name": "Sarah Johnson",
"jobTitle": "Managing Partner"
},
{
"@type": "Attorney",
"name": "Michael Chen",
"jobTitle": "Associate Attorney"
}
],
"serviceArea": [
{
"@type": "AdministrativeArea",
"name": "King County"
},
{
"@type": "City",
"name": "Seattle"
}
],
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "Legal Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Divorce Consultation"
}
},
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Child Custody Representation"
}
}
]
},
"sameAs": [
"https://www.facebook.com/yourfirm",
"https://www.linkedin.com/company/yourfirm",
"https://www.avvo.com/attorneys/yourfirm"
]
}
</script>Implementation Tips
Place schema markup in the <head> section of your HTML pages. Each page should have relevant schema - attorney pages use Attorney schema, practice area pages use LegalService schema, and contact pages use Organization schema.
Case Result Schema (Where Permitted)
In jurisdictions that allow case result advertising, structured data can help AI systems understand your track record. Always comply with local bar advertising rules.
Case Result Schema Example
{
"@context": "https://schema.org",
"@type": "Event",
"@id": "case-result-2024-001",
"name": "Personal Injury Settlement",
"description": "Successfully resolved motor vehicle accident case resulting in significant recovery for client injuries and damages.",
"startDate": "2023-06-15",
"endDate": "2024-01-20",
"location": {
"@type": "Place",
"name": "King County Superior Court"
},
"organizer": {
"@type": "Attorney",
"name": "Michael Chen"
},
"about": [
"Personal Injury",
"Motor Vehicle Accident",
"Settlement Negotiation"
],
"result": {
"@type": "QuantitativeValue",
"value": "750000",
"unitCode": "USD",
"description": "Settlement amount recovered for client"
},
"disclaimer": "Past results do not guarantee future outcomes. Case results depend on specific facts and circumstances."
}
</script>Local Business Schema for Multi-Location Firms
Law firms with multiple offices need location-specific schema for each office to maximize local AI visibility.
{
"@context": "https://schema.org",
"@type": "LegalService",
"name": "Johnson & Associates - Bellevue Office",
"description": "Full-service family law representation in Bellevue and Eastside communities.",
"address": {
"@type": "PostalAddress",
"streetAddress": "456 Bellevue Way NE, Suite 200",
"addressLocality": "Bellevue",
"addressRegion": "WA",
"postalCode": "98004",
"addressCountry": "US"
},
"telephone": "+1-425-555-0456",
"parentOrganization": {
"@type": "LegalService",
"name": "Johnson & Associates Family Law",
"url": "https://yourlawfirm.com"
},
"areaServed": [
{
"@type": "City",
"name": "Bellevue"
},
{
"@type": "City",
"name": "Redmond"
},
{
"@type": "City",
"name": "Kirkland"
}
]
}
</script>Need Schema Implementation Help?
Get professional schema markup implementation that boosts your AI visibility and drives qualified legal leads.
Get Schema Markup ServiceValidation and Testing Tools
Always validate your schema markup to ensure AI systems can properly read and understand your structured data.
Essential Validation Tools
- Google Rich Results Test: https://search.google.com/test/rich-results
- Schema.org Validator: https://validator.schema.org/
- Google Search Console: Monitor structured data performance
- Bing Markup Validator: Microsoft's structured data testing tool
Common Validation Errors to Avoid
- Missing required properties: Each schema type has mandatory fields
- Invalid date formats: Use ISO 8601 format (YYYY-MM-DD)
- Incorrect URL formatting: All URLs must be complete and valid
- Mismatched data types: Numbers should be numbers, not strings
- Nested schema errors: Ensure proper relationship structures
Advanced Schema Strategies
These advanced techniques can give your law firm additional AI visibility advantages:
Practice Area Specialization Schema
Use specialized schema types for niche practice areas:
- MedicalBusiness: For medical malpractice attorneys
- GovernmentService: For administrative law practices
- FinancialService: For bankruptcy and finance attorneys
- RealEstateAgent: For real estate law specialists
Event Schema for Legal Seminars
Promote thought leadership through educational event schema:
{
"@context": "https://schema.org",
"@type": "EducationEvent",
"name": "Estate Planning Seminar: Protecting Your Family's Future",
"description": "Free educational seminar covering wills, trusts, and estate planning strategies for Washington residents.",
"startDate": "2024-12-15T14:00:00",
"endDate": "2024-12-15T16:00:00",
"location": {
"@type": "Place",
"name": "Seattle Public Library - Central Branch",
"address": "1000 4th Ave, Seattle, WA 98104"
},
"performer": {
"@type": "Attorney",
"name": "Sarah Johnson"
},
"organizer": {
"@type": "LegalService",
"name": "Johnson & Associates Family Law"
},
"offers": {
"@type": "Offer",
"price": "0",
"priceCurrency": "USD",
"availability": "InStock"
}
}
</script>Schema Markup Maintenance
Schema markup requires ongoing maintenance to remain effective for AI visibility:
Regular Update Schedule
- Monthly: Review and update attorney credentials and awards
- Quarterly: Add new client reviews and update aggregate ratings
- Annually: Update practice area descriptions and service offerings
- As needed: Add new office locations, attorneys, or practice areas
Performance Monitoring
Track schema markup effectiveness:
- Monitor rich snippets appearance in search results
- Track structured data errors in Search Console
- Analyze referral traffic from AI-powered search features
- Monitor competitor schema implementation
Legal Industry Schema Best Practices
These best practices ensure your schema markup aligns with legal industry standards and AI expectations:
Accuracy and Truthfulness
- Only include accurate, verifiable information
- Update credentials immediately when they change
- Remove outdated awards or recognitions
- Ensure review schema matches actual client feedback
Ethical Compliance
- Follow state bar advertising rules for all schema content
- Include required disclaimers in appropriate schema fields
- Avoid misleading specialization claims
- Respect client confidentiality in case result schema
Conclusion
Schema markup is essential infrastructure for legal AI visibility. AI systems rely on structured data to understand your expertise, credentials, and service offerings. Without proper implementation, even the most qualified attorneys remain partially invisible to AI-powered search.
Focus on the core schema types: Attorney, LegalService, Review, Organization, and FAQ. Implement them accurately with jurisdiction-specific information and maintain them regularly. This technical foundation, combined with quality content and strong credentials, positions your practice for success in the AI search era.
Remember that schema markup works best as part of a comprehensive AI SEO strategy. For the complete approach, review our guide on How Attorneys & Law Firms Can Dominate AI Search Results.