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Law Firms & Legal Services

Law firm marketing agency that brings in the cases you want

Law firm marketing planned by practice area, because injury, family and immigration are separate markets. SEO and ads that stay within the conduct rules.

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Overview

How law firm marketing works

Paying for law firm marketing and can’t trace a single case to it? Legal has the priciest clicks in paid search in most markets, and it’s easy to lose a year to the wrong practice area.

So we plan by practice area. A personal injury firm and a family law firm share a professional body and almost nothing else. Pick yours below to see how we’d market it.

State of mind, then fee structure

Two questions that decide how to market a practice area

Legal has the most expensive clicks in paid search. It’s also the easiest place to spend a year on the wrong practice area. What you can afford depends on how clients arrive and how you earn the fee.

Two questions that sort law firm practice areas.

  1. Did this happen to them in the last day?

    Yes: Upset and wanting privacy. Fast intake wins it, and the copy must be careful.

    No: A planned matter, compared over weeks on skill, credentials and cost.

  2. Is the fee contingent on the outcome?

    Yes: One signed case can pay for the most expensive clicks in advertising.

    No: Fixed-fee work of a few hundred dollars rarely supports paid search at all.

What they share

The one thing they all share

  • Hiring a lawyer is a big decision people make rarely, so trust matters more than persuasion. Nobody picks a lawyer because the copy was clever.
  • Conduct rules limit legal marketing in ways other businesses don’t face, and they vary by jurisdiction. Testimonials, claims about results and words like “specialist” all need care.
  • Intake decides much of your return. Answering in minutes, compared with replying in two days, wins more cases than most ad budgets can buy.
  • Referrals and reputation still count most. Google often confirms a choice people have already made rather than creating it.

Where they differ

Why one plan won't fit them all

That's why each type of business below gets its own page.

  • Urgency varies completely. Someone arrested last night behaves nothing like someone planning their estate, and the marketing for each has almost nothing in common.
  • Case values range from a few hundred dollars of fixed-fee work to contingency cases worth six figures. That sets what a signed case is worth and what you can spend to win one.
  • People arrive in very different states of mind. Family and criminal clients are often upset and want privacy. Business clients weigh up skill and cost. One page can’t speak to both.

Questions

Got questions about law firm marketing?

Do you work across every practice area?

No. Be wary of any agency that says it does. We cover personal injury, family, immigration, employment, estates and small-firm business law.

Outside those, we’ll point you elsewhere. Learning a practice area on your budget leads to a generic plan and a wasted year.

How do you handle law society advertising rules?

We build them in from the start. They vary by jurisdiction and cover testimonials, specialist and expert claims, comparisons with other firms, advertising results and how fees are described.

We draft within those rules and flag anything that needs your professional judgement. Final responsibility for compliance stays with your firm, as it must.

Our firm has five practice areas. Do we need five strategies?

You need one firm-wide plan, plus separate plans for the areas that differ. A firm doing personal injury and estates is running two businesses, with different money, urgency and clients.

The areas can share the brand, the site structure, intake and reporting. They can’t share the content, the campaigns or the idea of what a good lead looks like.

Written so far

Industry pages in this sector

Each page covers how customers in that industry search and choose, and the rules that limit what you can say. 5 so far.

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Last updated · Published by Zubair Afzal, responsible editor · We check this page every three months. Next check: .