LegalService Schema: Mark Up Practice Areas for AI

LegalService schema is the machine-readable signal that tells AI systems exactly what legal services your firm provides and where. This guide covers full implementation with real JSON-LD examples.

When to Use LegalService Schema

Deploy LegalService schema on every practice area page on your law firm website. Each page should have its own LegalService node with a unique @id. If your firm has sub-practice pages (e.g., a main Personal Injury page plus sub-pages for Car Accidents, Truck Accidents, and Slip & Fall), each sub-page should have its own LegalService node with a more specific serviceType and name.

Mapping Practice Areas to Schema Nodes

Map each practice area page to a dedicated LegalService node. Use the name property to reflect how clients search — include the practice area type and the primary service city for local queries:

areaServed for Local SEO

The areaServedproperty is the most impactful LegalService property for local AI search. It tells AI systems exactly which geographic market your service covers, enabling them to surface your firm for location-specific queries like “personal injury attorney near me” or “car accident lawyer in Long Beach.”

You can provide multiple locations as an array. List each city where you have clients, not just your office location. For state-wide practices, use an AdministrativeArea or State type instead of City:

"areaServed": [
  {
    "@type": "City",
    "name": "Los Angeles",
    "addressRegion": "CA"
  },
  {
    "@type": "City",
    "name": "Long Beach",
    "addressRegion": "CA"
  },
  {
    "@type": "AdministrativeArea",
    "name": "Los Angeles County",
    "addressRegion": "CA"
  }
]

Connecting to Firm and Attorney Entities

Every LegalService node must be connected to your firm's Organization entity via the provider property. This is the linking pattern that makes your schema a knowledge graph rather than disconnected fragments:

"provider": {
  "@id": "https://example-firm.com/#organization"
}

On the practice area page itself, reference the specific attorney(s) who handle this practice area using a minimal author reference in the page's article or blog post schema, pointing to their Person @id.

Full JSON-LD Example

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "LegalService",
      "@id": "https://example-firm.com/practice-areas/personal-injury/#service",
      "name": "Personal Injury Attorney Los Angeles",
      "alternateName": "LA Personal Injury Lawyer",
      "description": "Personal injury representation for victims of car accidents, slip and fall incidents, and wrongful death in Los Angeles County.",
      "url": "https://example-firm.com/practice-areas/personal-injury/",
      "serviceType": "Personal Injury Law",
      "provider": {
        "@id": "https://example-firm.com/#organization"
      },
      "areaServed": [
        {
          "@type": "City",
          "name": "Los Angeles",
          "addressRegion": "CA",
          "addressCountry": "US"
        },
        {
          "@type": "City",
          "name": "Long Beach",
          "addressRegion": "CA",
          "addressCountry": "US"
        }
      ],
      "availableChannel": {
        "@type": "ServiceChannel",
        "serviceUrl": "https://example-firm.com/contact/",
        "servicePhone": {
          "@type": "ContactPoint",
          "telephone": "+1-310-555-0123",
          "contactType": "customer service"
        }
      }
    }
  ]
}

Frequently Asked Questions