Avery handles complex employment-based visas — the kind other Houston firms refer out because they're too messy. Her website said "Houston Immigration Attorney." We rebuilt the entire content architecture around what she actually does, and structured every page for AI search.
Avery Reyes is a solo immigration attorney in Houston. She's done immigration work for 11 years. Her actual specialty: complex employment-based cases — EB-1 extraordinary ability, EB-2 NIW (national interest waivers), and O-1 extraordinary-talent visas for tech and academic clients. These are messy, high-stakes cases that most general-practice immigration firms refuse.
Her old website said "Avery Reyes — Houston Immigration Attorney" and listed eight services equally. Family-based, asylum, deportation defense, naturalization, employment-based, etc. She was being treated like a generalist by Google, by AI tools, and by prospective clients. Half her inbox was asylum cases she didn't take. Her best clients — high-skill workers needing visa expertise — were going to firms three times her size.
Stop being "a Houston immigration attorney." Become "the Houston attorney for employment-based and extraordinary-talent visas." The narrower the specialty, the higher the rate.
This is the law-firm version of the dental-practice lesson: small businesses win by being the obvious answer to a specific question, not a plausible answer to a broad one. For a solo attorney competing against 6-partner firms, depth in a niche beats breadth every time.
The new sitemap has three "primary practice" pages prominent in the nav: EB-1 Extraordinary Ability, EB-2 National Interest Waiver, and O-1 Extraordinary Talent. The general immigration services (family-based, asylum, etc.) still exist on a secondary "Other immigration matters" page — she still takes them, they're just not the brand.
The EB-1 page, for example, has: a clear definition of what EB-1 is, who qualifies, the 10 criteria with examples, the document checklist, average timelines, what makes a case strong vs weak, and Avery's specific approach. It's the kind of page that an HR manager researching their visa options will actually read, save, and bookmark.
Compassionate, experienced legal representation in all areas of immigration law. Serving Houston and surrounding communities.
An 11-year solo practice in Houston focused on EB-1, EB-2 NIW, and O-1 visa cases. The kind of cases other firms refer out because they're complicated. 80+ successful petitions. Direct partner-level attention on every matter.
Every practice page ends with 8-12 FAQs answered in plain language, marked up with FAQPage schema. This is what AI search tools quote. When someone asks ChatGPT "what evidence is needed for EB-2 NIW," AI tools that pull from clear FAQ structures are far more likely to cite the source.
Each FAQ answer starts with a clear, declarative sentence (the "extractable answer") and then expands with detail. AI tools pull the first sentence as a citation, and the structured data tells them exactly which page is the source. Pages built this way are now being cited by ChatGPT, Perplexity, and Google AI Overviews at meaningful rates.
Immigration attorneys can't publish client names. But they can publish anonymized case summaries: "Software engineer from Brazil approved for EB-2 NIW in 14 months — case filed Q3 2024." We added 18 such summaries to the site, structured as a case-precedent library. It's both proof of work and great content for AI search.
Generalist positioning. 8 equal services on homepage. Most inbound was asylum and family cases. Average case value: ~$3,200. Time per consultation: 40 min. Conversion rate: low.
Specialist positioning around employment-based visas. Most inbound now matches her highest-value services. Average case value at this kind of niche: $15K-$25K. Consultations are pre-screened. Conversion is higher because leads are better fit.
Our flat package: $1,500. (Plus the extra pages add-on at $120/page for pages 8-9 = $240. Total: $1,740.)
Lawyers, accountants, financial advisors, consultants — the niching strategy works the same way. If you're a generalist on your homepage but a specialist in real life, we'd love to talk.
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