Yes. Every attorney at your firm should have their own dedicated URL — a real page, not a section of a team page, not a modal. People search attorneys by name. They search “Sarah Jones Phoenix attorney” and “Sarah Jones DUI lawyer” and they expect to land on a page that’s just about Sarah. If your firm only has a single “Our Team” page with paragraph blurbs and headshots stacked in a grid, you’re missing those searches entirely, and you’re handing the attorney’s personal-brand search results to LinkedIn, Avvo, and Justia — sites that monetize the click by routing the prospect to your competitors.
This is one of those decisions that looks like a design choice but is actually a marketing-strategy choice. The marketing committee will push back. They’ll say it adds work, that some attorneys “don’t want their own page,” that the team page looks cleaner. The committee will lose this argument eventually. Better to lose it now than after watching a year of name searches bounce off your homepage.
Why the individual URL matters
Three things happen when an attorney gets their own URL that don’t happen otherwise. First, Google can rank that page for “[attorney name] [city]” and “[attorney name] [practice area]” searches. Those searches happen more than most partners realize. Referrals research the attorney before they call. Opposing counsel research the attorney. Prospective clients who got the attorney’s name from a friend research the attorney. All of that name-search traffic is high-intent and ready to convert, and it routes to wherever Google decides is the best result. If your firm doesn’t have a page just for Sarah, that page is going to be Sarah’s LinkedIn or Sarah’s Avvo profile.
Second, you can attach Person schema to the page — telling Google that this URL represents one specific human being, with a name, photo, job title, employer, education, bar admissions, and area of expertise. That structured data feeds the knowledge panel that sometimes appears when the attorney’s name gets searched, and it increasingly feeds the AI overview snippets that are intercepting name searches before the user ever clicks through. No individual page, no Person schema, no knowledge panel.
Third, the individual page becomes a destination for inbound links — bar association profile, alumni magazine, podcast appearance, speaking engagement, professional association directory. Each of those links flows authority to the firm’s site. When everything points at a generic “Our Team” URL, you’re losing the link equity that should be concentrating on the attorney’s individual presence. More on lawyer bio page SEO here.
The multi-attorney directory trap
Most law firms I audit have what looks like an attorney page strategy but isn’t. There’s an “Our Team” page at /attorneys/ with eight or twelve headshots, each with a paragraph blurb, each linking to — nothing. Or linking to a modal that opens with the same paragraph slightly expanded. Or linking to a generic vCard download.
That setup is the worst of both worlds. You’ve signaled to Google that the attorneys exist, but you haven’t given each one a rankable URL. You’ve told prospective clients that Sarah is one of your attorneys, but you haven’t given them anywhere to learn enough about Sarah to call her. And you’ve concentrated all the link equity that should be distributed across eight individual pages onto a single directory page that ranks for nothing in particular.
The fix is mechanical. Each attorney gets a page at /attorneys/[first-last]/ or /team/[first-last]/. The directory page at /attorneys/ stays — it’s useful as a hub — but it links to each attorney’s individual page rather than housing all the content itself. Each individual page follows the structure we covered in how to write an attorney bio page: hero with name, role, practice; 100-word intro; experience; credentials; CTA.
Why the marketing committee resists
This is the part of the conversation that’s actually political, not technical. Firm marketing committees often resist individual attorney pages for reasons that have nothing to do with SEO. Some partners think it’s narcissistic to have their own page. Some don’t want junior attorneys’ pages to outrank theirs on certain queries. Some don’t want associates to build personal brands that follow them to the next firm. All of these are real internal politics, and all of them are bad reasons to lose name-search traffic.
A firm that won’t let its attorneys have personal pages is a firm that’s already decided its associates’ brands belong on LinkedIn. That’s a choice — but it’s a choice that costs you cases.
The competing-firm angle matters here too. When you’re trying to win against bigger firms in your market — Phoenix has plenty of regional and national firms with deeper budgets — the individual-attorney-as-personal-brand strategy is one of the few asymmetric advantages a smaller firm has. A four-attorney firm in Phoenix where each attorney has a sharp, deeply substantive individual page can outrank a thirty-attorney firm whose attorneys are stuck in a directory grid. The bigger firm’s site has more pages overall, but the smaller firm’s attorneys each have a complete personal SEO footprint. More on competing with bigger firms locally here.
What about associates who might leave?
This comes up. The answer: when an associate leaves, you 301-redirect their page to the practice area page they worked in. The link equity stays with the firm. The Google knowledge-panel signals attached to the attorney’s name follow them, as they should — the attorney is a person, the page is a representation of the relationship while it existed. You don’t lose anything by giving an associate their own page that you wouldn’t lose anyway when they walked out the door.
What you lose by not giving them a page is every name search during their tenure, every referral lookup, every potential client who got the associate’s name from a friend and tried to find them online. That loss compounds over the years they’re at the firm.
The honest caveat
An individual attorney page that’s thin — three sentences, no photo, no specifics — is worse than no page at all. It signals to Google that you have a low-quality page on a high-trust URL pattern, which is the worst combination. If you’re going to do this, do it for every attorney, and do each one well. Better six strong attorney pages than twelve thin ones. More on auditing existing pages here.
Related reading: lawyer bio page SEO, how to write an attorney bio page, E-E-A-T signals for law firm pages, and how to rank practice pages.