SEO is the client intake funnel.
1️⃣ Top of funnel (TOFU)
2️⃣ Middle of funnel (MOFU)
3️⃣ Bottom of funnel (BOFU)
Each layer does its job:
✔️ TOFU builds legal awareness.
✔️ MOFU fuels comparison & trust.
✔️ BOFU drives the “I need a lawyer now” call.
When mapping content, work bottom → up ⬆
👉 Start with BOFU pages.
“Houston truck-accident lawyer,” “free case review.”
Capture cash-ready clients first.
👉 Next, MOFU
Settlement calculators, fee explainers, attorney vs. DIY guides.
Nurture the researchers.
👉 Finish with TOFU
Statute explainers, rights checklists, share-worthy infographics to cement expertise.
I’ve been applying this strategy to law firms for years. Works every single time.
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