Why Content Hubs Matter for Your Law Firm’s Website
A plain-language guide to hub pages, spoke pages, and how they work together to help potential clients find your firm online.
📋 Table of Contents
🎯 Key Takeaways
- A content hub is a main page (the “hub”) that links to several related pages (the “spokes”), creating an organized group of content around one topic.
- Hub-and-spoke structures help search engines understand what your firm does and which topics you know best, which can improve your website’s rankings.
- Research published in the Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’24) found that structured, well-cited content improved visibility in AI search platforms by up to 40% (Aggarwal et al., 2024; DOI: 10.1145/3637528.3671900).
- A single spoke page can link back to more than one hub, which helps your firm show up for multiple related topics at the same time.
- Los Angeles law firms across all practice areas can use this strategy to organize their websites in a way that serves both human visitors and AI search tools like ChatGPT, Google AI Overviews, and Perplexity.
A content hub is a way to organize your law firm’s website so that one main page connects to several related pages. This structure helps search engines and AI platforms understand your expertise, which makes it easier for potential clients in the Los Angeles area to find you online.
If you run a law firm in Los Angeles, you already know how hard it is to stand out online. There are thousands of attorneys in Los Angeles County competing for the same clients. Your website needs to do more than just list your services. It needs to show that your firm is the go-to authority on the topics your clients care about.
That is where content hubs come in. A content hub is a simple website structure that groups related pages together. Think of it like a book with a table of contents. The table of contents is your hub page, and each chapter is a spoke page. When these pages link to each other in an organized way, search engines like Google and AI search platforms like ChatGPT and Perplexity can quickly understand what your firm knows and who you serve.
This guide explains what hub pages and spoke pages are, how to build them, and why they matter for your law firm’s content strategy. We wrote it in plain language so you do not need any marketing experience to follow along.
What Is a Content Hub?
A content hub is a collection of web pages organized around one main topic. It has two parts: the hub page and the spoke pages. The hub page is the center. The spoke pages are the detailed pages that branch out from it.
Here is a simple way to picture it. Imagine a bicycle wheel. The center of the wheel is your hub page. Each spoke that reaches out from the center is a spoke page. The spokes connect back to the center, and the center connects out to each spoke. That is exactly how a content hub works on your website.
The Hub Page, Explained
A hub page is the main page for a topic. It gives a big-picture overview and then links to more detailed pages about specific parts of that topic. A hub page does not try to cover everything in deep detail. Instead, it introduces each subtopic and points the reader to the right spoke page for more information.
For a law firm, a hub page might look like this:
Example Hub Page: “Personal Injury Law in Los Angeles”
This page would explain what personal injury law is, the types of cases it covers, and why someone in Los Angeles might need a personal injury lawyer. It would then link to spoke pages about car accidents, slip and fall injuries, wrongful death, truck accidents, and more.
The hub page is the page you want Google and AI search tools to think of as your firm’s main resource on that topic. It is the page that tells search engines: “This firm knows a lot about this subject, and here is the proof.” The proof is all the detailed spoke pages that branch out from it.
What Are Spoke Pages?
Spoke pages are the detailed pages that focus on one specific part of the hub’s topic. Each spoke page goes deep on a single subject. It answers the questions a potential client would ask about that subject, and it links back to the hub page.
Why do spoke pages need to link back to the hub? Because those links tell search engines that all of these pages are related. When Google or an AI platform like ChatGPT sees that five, ten, or twenty detailed pages all point back to the same hub page, it understands that your firm has deep knowledge about that topic.
For a law firm, spoke pages might include:
- “Car Accident Lawyer in Los Angeles” → links back to the Personal Injury hub
- “Slip and Fall Attorney in Los Angeles” → links back to the Personal Injury hub
- “Truck Accident Claims in Los Angeles County” → links back to the Personal Injury hub
- “Wrongful Death Lawyer in Los Angeles” → links back to the Personal Injury hub
- “Motorcycle Accident Injuries in Los Angeles” → links back to the Personal Injury hub
Each spoke page should also link to one or two other spoke pages when it makes sense. For example, the “Car Accident Lawyer” page might link to the “Truck Accident Claims” page because a reader interested in one might also be interested in the other. These cross-links between spokes make the whole hub stronger.
Why Law Firms Need Content Hubs
Content hubs are not just a trend. They solve real problems that law firms face when trying to get found online. Here are the main reasons they work.
They help search engines understand your firm. When your pages are scattered and unconnected, Google treats each one as a standalone document. It has no easy way to know that your firm is an authority on personal injury law or family law or criminal defense. A content hub connects those pages together and sends a clear signal: “This firm covers this topic thoroughly.”
They help AI platforms cite your firm. AI search tools like ChatGPT, Google AI Overviews, and Perplexity pull information from websites that demonstrate organized expertise. Research published in the Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’24) found that content organized with clear structure and authoritative citations was up to 40% more likely to be surfaced by AI search engines (Aggarwal et al., 2024). A content hub is one of the most effective ways to create that kind of structure on your law firm’s website.
They make your website easier for visitors to use. When someone lands on your hub page, they can see all the related topics at once. They do not have to guess where to go next. If they need more detail, they click through to a spoke page. If they want to go back to the overview, they click back to the hub. It is simple, organized navigation that keeps people on your website longer.
They support your firm across every practice area. Whether your firm handles personal injury cases, family law matters, criminal defense, estate planning, or employment disputes in the Los Angeles area, the hub-and-spoke model works the same way. You create one hub per major topic and build out spokes for the specifics.
⚠️ Limitations:
The 40% visibility improvement cited from KDD ’24 research was measured under specific experimental conditions across selected AI platforms. Results for individual law firms will vary based on competition level, content quality, geographic market, and the specific AI platforms being measured. The research focused on content optimization tactics generally, not specifically on law firm websites.
How to Create a Content Hub, Step by Step
Building a content hub is not complicated, but it does take planning. Here is how to do it in five steps.
Step 1: Pick Your Main Topic
Choose a practice area or service that your firm wants to be known for. This will be the subject of your hub page. For example, if your firm handles divorce cases in Los Angeles, your main topic might be “Family Law in Los Angeles.”
Step 2: List the Subtopics
Write down all the specific questions, case types, or issues that fall under your main topic. Each one will become a spoke page. For family law, your subtopics might include: divorce, child custody, child support, spousal support, property division, prenuptial agreements, and domestic violence restraining orders.
Step 3: Write the Hub Page
Create the hub page first. Give an overview of the main topic. Keep each subtopic section short — two to three paragraphs at most. Then add a link from each subtopic section to its spoke page. The hub page should feel like a helpful guide that points readers to the right place for more detail.
Step 4: Write the Spoke Pages
Create a detailed page for each subtopic. Each spoke page should answer the questions a potential client would ask about that specific issue. Include a link back to the hub page and at least one link to another related spoke page. For instance, your “Child Custody” spoke page might link back to your “Family Law” hub and also link to your “Child Support” spoke page.
Step 5: Check Your Links
Go through every page and make sure the links work correctly. Every spoke page should link back to the hub. The hub should link to every spoke. And each spoke should link to at least one other spoke. This linking pattern is what makes the content hub work as a system, not just a collection of pages.
If you want help setting up this structure with AI-powered SEO techniques and proper technical SEO implementation, that is exactly the type of work a legal marketing agency can do for you.
How to Use Multiple Hub Pages
Most law firms handle more than one area of law. That means you will need more than one content hub. The good news is that having multiple hubs is perfectly fine — and it actually makes your website stronger.
Here is an example. Imagine your Los Angeles firm handles both personal injury and family law. You would create two hubs:
- Hub 1: “Personal Injury Law in Los Angeles” — with spokes for car accidents, truck accidents, slip and fall, wrongful death, and more
- Hub 2: “Family Law in Los Angeles” — with spokes for divorce, child custody, child support, property division, and more
Each hub operates as its own self-contained topic cluster. But you can also create connections between hubs when it makes sense. For instance, your Personal Injury hub might link to your Family Law hub on a page about wrongful death, because surviving family members often need both types of legal help.
You can also have a master hub — a page that links to all of your individual hubs. This is sometimes called a “resource center” or a legal marketing hub. It gives visitors one place to start exploring all of your firm’s content.
When a Spoke Page Links to Two Hubs
Sometimes a spoke page fits under more than one hub. This is common for law firms because legal issues often overlap. Here are some examples:
- A page about “Domestic Violence Restraining Orders” could link to both a Family Law hub and a Criminal Defense hub, since domestic violence involves both family court and criminal charges.
- A page about “Wrongful Termination” could link to both an Employment Law hub and a Civil Rights hub.
- A page about “Car Accident Settlements” could link to a Personal Injury hub and an Insurance Claims hub.
When a spoke links to two hubs, it strengthens both hubs at the same time. Search engines see that your firm has connected, overlapping expertise. This is a powerful signal that your firm has broad and deep knowledge.
The key rule is simple: only link a spoke to a second hub if the connection is real and helpful to the reader. Do not force connections that do not make sense. If a potential client reading the spoke page would naturally wonder about the topic covered by the second hub, then the link belongs there.
A Real-World Example for Los Angeles Law Firms
Let’s walk through what a complete content hub structure might look like for a mid-size law firm in Los Angeles that handles personal injury, family law, and criminal defense.
🏛️ Hub 1: Personal Injury in Los Angeles
Spoke pages:
- Car Accident Lawyer in Los Angeles
- Truck Accident Attorney in Los Angeles County
- Slip and Fall Claims in Los Angeles
- Wrongful Death Lawyer in Los Angeles
- Motorcycle Accident Injuries in Los Angeles
- Uber/Lyft Accident Claims in Los Angeles
👨👩👧 Hub 2: Family Law in Los Angeles
Spoke pages:
- Divorce Attorney in Los Angeles
- Child Custody Lawyer in Los Angeles
- Child Support in California
- Spousal Support and Alimony in Los Angeles
- Property Division in California Divorce
- Prenuptial Agreements in Los Angeles
⚖️ Hub 3: Criminal Defense in Los Angeles
Spoke pages:
- DUI Defense Attorney in Los Angeles
- Drug Crime Lawyer in Los Angeles
- Domestic Violence Defense in Los Angeles
- Theft and Burglary Defense in Los Angeles County
- Assault and Battery Charges in Los Angeles
Notice how “Domestic Violence” could reasonably appear under both the Family Law hub and the Criminal Defense hub. That is a natural cross-link opportunity. A visitor reading about domestic violence restraining orders under family law would benefit from knowing the firm also handles the criminal defense side.
This kind of structure is what InterCore Technologies builds for law firms across the Los Angeles area and nationwide. The hub-and-spoke model is the foundation of every Generative Engine Optimization (GEO) strategy we implement.
How to Measure Your Content Hub’s Performance
Once your content hub is live, you will want to know if it is working. Here is a simple framework you can follow.
Example Measurement Framework
- Baseline documentation: Before you launch your content hub, record where your pages currently rank on Google and whether AI platforms like ChatGPT, Perplexity, and Google AI Overviews mention your firm for relevant queries. Test 20 to 50 searches that a potential client might run.
- Query set definition: Write down the exact searches you want to track. These should match the topics covered by your hub and spoke pages. For example: “best personal injury lawyer in Los Angeles” or “how to file for divorce in Los Angeles.”
- Measurement cadence: Check your rankings and AI mentions once a month. Note any changes. Content hubs typically take two to four months to show meaningful results in search rankings.
- Reporting metrics: Track how often your firm appears in AI search results (mention rate), how often it is cited as a source (citation rate), and how traffic to your hub and spoke pages changes over time.
If you want a more detailed approach to tracking your firm’s visibility in AI search results, our 90-day GEO implementation plan includes specific measurement tools and reporting templates.
⚠️ Limitations:
AI search visibility is an evolving field. There are no industry-standard tools for measuring AI platform citations as of early 2026. The measurement framework above relies on manual testing and observation. Results may vary by practice area, geographic market, and the specific AI platforms you are tracking.
Frequently Asked Questions
How many spoke pages does a content hub need?
There is no exact number, but most effective content hubs have between five and fifteen spoke pages. The goal is to cover your topic thoroughly without creating pages that are too thin or repetitive. Start with the five or six most important subtopics for your practice area. You can always add more spoke pages later as you create new content. Each spoke page should be substantial enough to stand on its own as a useful resource for a potential client.
Can a small firm with only one practice area benefit from a content hub?
A content hub is especially valuable for a firm that focuses on one practice area. Because your firm concentrates on one topic, you can create a very deep and thorough content hub that covers every angle. A personal injury firm in Los Angeles, for example, could build a single hub with spoke pages for every type of accident, every type of injury, the claims process, what to do after an accident, and more. That level of depth tells search engines and AI platforms that your firm is the authority on that topic in your area.
How long does it take for a content hub to improve my search rankings?
Most law firms begin to see ranking improvements within two to four months after launching a well-structured content hub. However, the exact timeline depends on several factors: how competitive your practice area and city are, how well your existing website performs, how much content you publish, and how authoritative your website is overall. In a highly competitive market like Los Angeles, it may take longer to see results compared to a smaller market. The important thing is that a content hub is a long-term asset that continues to grow in value as you add more spoke pages and update existing content.
Do I need to write all the spoke pages at once?
No. You can launch your hub page with just a few spoke pages and add more over time. In fact, many law firms find it more manageable to publish two or three spoke pages per month rather than trying to create everything at once. The key is to make sure your hub page is set up with links to whatever spoke pages are ready, and to update the hub page each time you add a new spoke. This also gives search engines a reason to keep crawling your website, which can help your pages get indexed faster.
What is the difference between a content hub and a blog?
A blog is a list of articles organized by date, with the newest post at the top. A content hub is organized by topic, with a main page that links to related subpages. The big difference is structure. Blog posts often sit by themselves and do not link to each other in any organized way. A content hub connects everything together on purpose. Many law firms have both: a blog for timely articles and news, and content hubs for their core practice areas. The hubs are the pages that do the heavy lifting for search engine rankings and AI search visibility.
Does my content hub need to include pages about my city and location?
Yes, and this is especially important for law firms. You serve clients in specific areas, so your content hub should reflect that. You can add location-specific spoke pages to your hubs. For example, under a Personal Injury hub, you might have “Car Accident Lawyer in Downtown Los Angeles,” “Car Accident Lawyer in Beverly Hills,” and “Car Accident Lawyer in Pasadena.” These location-specific spokes help your firm show up when potential clients search for help in their specific neighborhood or city within the Los Angeles area.
Ready to Build Your Law Firm’s Content Hub?
InterCore Technologies has been building AI-powered website structures for law firms since 2002. We can help you plan, create, and connect your content hubs and spoke pages so your firm gets found by potential clients on Google, ChatGPT, Perplexity, and other AI platforms.
References
- Aggarwal, P., Murahari, V., Rajpurohit, T., Kalyan, A., Narasimhan, K., & Deshpande, A. (2024). GEO: Generative Engine Optimization. In Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’24), Barcelona, Spain, August 25–29, 2024, pp. 5–16. DOI: 10.1145/3637528.3671900
- Google Search Central. (2025). Introduction to Structured Data. https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data
- Google Search Central. (2025). How Google Search Works — Crawling, Indexing, and Serving. https://developers.google.com/search/docs/fundamentals/how-search-works
- Clio. (2024). Legal Trends Report. https://www.clio.com/resources/legal-trends/
Conclusion
Content hubs are one of the simplest and most effective ways to organize your law firm’s website. By creating a hub page for each practice area and connecting it to detailed spoke pages, you help search engines and AI platforms understand exactly what your firm does and who you serve. For Los Angeles law firms competing in one of the country’s most crowded legal markets, this structure can make a real difference in how often potential clients find you online.
The best part is that you do not need to build everything at once. Start with one hub and a handful of spokes. Add more over time. Each new spoke page strengthens the entire hub. If your firm is ready to take this approach further with Generative Engine Optimization and AI-powered marketing strategies, we are here to help.
Scott Wiseman
CEO & Founder, InterCore Technologies
Scott Wiseman has led InterCore Technologies since 2002, building AI-powered marketing solutions for law firms across the United States. With 23+ years of development experience, he specializes in helping firms organize their web presence for both traditional search and AI platforms.
Published: February 10, 2026 · Last updated: February 10, 2026 · Reading time: 12 minutes