Law Firm Marketing
More signed cases from search and ads.
Legal marketing has been the core of our work for nearly two decades. That includes leading SEO for a national legal marketing agency and running marketing for a multi-office personal injury firm. We know what produces case calls and what wastes a firm’s budget.
The challenge
What makes legal marketing different.
One of the most competitive categories online
Legal keywords are among the most expensive in Google Ads, and the Map Pack in most metro areas is crowded with established firms. Winning takes a focused plan.
Not every lead is a case
A firm can get plenty of calls and still sign very few cases. Wrong practice areas, out-of-area callers and people looking for free advice all count as leads in a typical report. We judge marketing on qualified case calls and signed clients.
Intake decides the result
Marketing brings in the call. Intake turns it into a case. Slow callbacks, missed after-hours calls and unclear follow-up cost firms more cases than most realize, so intake is part of every engagement.
Advertising rules apply
State bar rules govern what firms can say in ads and on their websites. Copy is written with those rules in mind and reviewed by the firm before it goes live.
Each practice area is its own market
Personal injury, family law and criminal defense clients search differently, call at different times and decide on different timelines. Each practice area gets its own pages, keywords, ads and budget, so one never crowds out another.
Multi-office firms
Firms with several offices need a Google Business Profile, location page and review plan for each one. We manage them under one plan, so every office competes in its own market without the firm competing against itself.
What we do
What we do for law firms.
Practice areas we work with
Services
Law Firms marketing services.
Getting started
Your first 90 days of law firms marketing.
One strategist, one plan and a monthly report on calls and leads from the start.
Month 1Audit and intake review
Website, Google Business Profiles, ads and tracking, plus a review of how calls are answered.
Month 2Fix and launch
Priority fixes, practice area pages, Local Services Ads and focused search campaigns.
Month 3Measure and refine
The first report on case calls by source and practice area, with budget moved toward what signs cases.
Common mistakes
Common law firms marketing mistakes.
Spreading the budget across every practice area
A budget split across every case type usually means none of them gets enough to win. We start with the practice areas that matter most.
Judging marketing by clicks
Clicks and rankings are easy to report and easy to inflate. Signed cases are the number that counts.
Missing after-hours calls
Many injury and criminal calls come in nights and weekends. If no one answers, the next firm on the list gets the case.
Generic content
Pages that read like every other firm’s site rarely rank or convert. Specific, local, practical content does.
Not owning your accounts
Your ad accounts, analytics and website should be registered in the firm’s name.
Questions
Law Firms marketing FAQs.
Don’t see your question? Call 240-820-2196 and ask.
Do you work with firms in my city?
Yes. We work with firms nationwide and focus each plan on the cities and practice areas you want to grow.
Which practice areas do you work with?
Most consumer-facing practice areas, including personal injury, family law, criminal defense, estate planning, employment and immigration.
Can you help with intake?
Yes. We review how calls are answered and followed up, and recommend changes. A lead that is not handled well never becomes a case.
Are Local Services Ads worth it for lawyers?
For many practice areas, yes. You pay per lead, appear above regular ads with a Google Screened badge, and can dispute leads that do not qualify.
Do you work with legal CRMs?
Yes. We connect tracking to tools such as Clio where possible, so leads can be followed through to signed cases.
How is this different from a legal marketing agency?
You work directly with a senior strategist, pricing is published, and reporting focuses on case calls and signed clients.
What does it cost?
Engagements start at $1,000 per month. Most firms running ads and SEO invest $2,000 to $5,000 per month in management, plus ad spend paid directly to Google.
How long until we see more cases?
Local Services Ads and search campaigns can produce case calls within days. SEO for competitive practice areas usually takes several months to build momentum.
Do you work with small firms and solo attorneys?
Yes. Many engagements start with a single office and one or two practice areas, then grow from there.
Other industries
We also work with.
Healthcare
Local search and ads that bring in appointment requests for every location.
Professional Services
Search and content that bring decision makers to your firm.
Home Services
Map Pack visibility and Local Services Ads that make your phone ring.
Education
Program pages and local search that turn interest into applications.
Let’s talk about your next client.
Book a 30-minute call or reach out directly. You will speak with George, the strategist who does the work.
Gaithersburg, Maryland. Serving clients nationwide.
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