Legal marketing
Practice-area visibility and an intake process that survives the first phone call
Legal buyers search once, in a moment of pressure, and call two or three firms in the same ten minutes. We build the visibility that gets your firm into that shortlist and the intake workflow that decides whether the matter is signed or lost to voicemail.
- Per-practice-area campaigns, not one generic firm campaign
- Call tracking down to the keyword and the intake outcome
- Every asset routed through attorney review before it goes live
Acquisition challenges
What actually breaks in law firms customer acquisition
Legal acquisition breaks in specific, repeatable places. These are the ones we see in almost every firm audit.
One website, many practice areas
A single 'Practice Areas' page tries to rank for family, injury, estate and employment matters at once. Search engines and prospects both read it as unspecialised, and the firm competes badly for every one of those terms.
Expensive clicks, unmeasured calls
Legal is among the most expensive categories in paid search. Without call tracking mapped to keyword, campaign and matter type, budget is renewed on gut feel rather than on which searches actually produced signed matters.
Intake is the leak, not the traffic
Calls arriving during hearings, at lunch, or after 5pm go to voicemail. The prospect does not leave a message — they call the next firm. Firms often need intake coverage far more than they need more clicks.
Maps visibility across offices
Multi-office firms frequently run one profile, mismatched address data, or offices sharing a single landing page — so each location under-performs in its own local results.
Reviews nobody asks for
Legal matters end with relief or fatigue, rarely with a spontaneous review. Without an ethical, matter-appropriate review request built into closing procedure, the firm's public reputation lags its actual work.
Marketing that outruns compliance
Copy is published without attorney review, disclaimers or jurisdictional checks — creating advertising-rule exposure that is far more costly than the campaign was worth.
Customer journey
How your customers actually buy
A legal matter almost never starts as a considered purchase. It starts as a problem the person did not plan for.
- 1
Trigger event
An accident, a filing, a letter, a diagnosis, a separation. The prospect searches the problem in plain language before they search for a lawyer.
Practice-area content written to the problem phrasing, not the legal term, with a clear next step on every page.
- 2
Shortlist in minutes
They open the map pack, scan review counts and recent responses, and open two or three firms in tabs.
Google Business Profile per office, category and service accuracy, review velocity workflow and photo freshness.
- 3
Landing-page judgement
Thirty seconds to decide the firm handles this exact matter, in this jurisdiction, and can be reached now.
Matter-specific landing pages with attorney credentials, jurisdiction clarity, click-to-call and a short intake form.
- 4
The call
They call. If it rings out, they call the next firm rather than waiting for a callback.
Tracked numbers, business-hours routing rules, after-hours handling and recorded intake scoring.
- 5
Consultation and conflict check
The prospect weighs fee structure, timeline and confidence while the firm checks fit and conflicts.
CRM stages for consult booked, consult held, conflict cleared and engaged — with automated reminders between each.
- 6
Engagement and afterwards
Matter signed. Months later, the same person is a referral source or a repeat client for a different matter.
Matter-close review request, referral touchpoints and educational nurture that stays within advertising rules.
Channel mix
What we recommend, and in what order
Legal budgets are usually mis-split: too much on broad paid search, too little on intake and local. This is the mix we recommend and why.
Google Search Ads (high-intent terms only)
Matter-type and 'near me' terms convert; broad informational terms burn legal-grade CPCs. We run tight match types with negative lists maintained weekly.
Local SEO and Google Business Profile
The map pack sits above the organic results for almost every 'lawyer near me' search, and it is the cheapest durable visibility a firm can own.
Practice-area landing pages and conversion work
Nothing improves cost per signed matter faster than a page that speaks to one matter type with one obvious next step.
Call tracking and intake analytics
Without it, the firm cannot tell a lead problem from an answering problem — and those need opposite fixes.
Reputation and review workflow
Review recency and response quality influence both map-pack prominence and human shortlisting, and both are within the firm's control.
Educational content and thought leadership
Guides, FAQs and explainers build topical depth for the practice area and give attorneys credible material to share.
CRM follow-up and nurture
Many matters are not ready today. Structured follow-up recovers consults that would otherwise be lost after one missed call.
Paid social
Useful for mass-tort style awareness or firm brand in a defined region; rarely efficient for direct matter acquisition.
Packages built for law firms
Fixed scopes with published inclusions and exclusions. Final scope is confirmed after a discovery call.
Law Firm Visibility
From $3,500/mo
Be findable and credible for the practice areas you actually want to sign.
- Technical and local SEO
- Google Business Profile optimization
- Practice-area keyword strategy
- Review workflow
Law Firm Pipeline
From $6,500/mo
Paid search, practice-area pages and tracked intake working as one system.
- Everything in Law Firm Visibility
- Paid search management
- Practice-area landing pages
- Call and intake tracking
Law Firm Authority
From $10,000/mo
Multi-market, multi-practice growth with authority building and strategic leadership.
- Everything in Law Firm Pipeline
- Multiple practices or markets
- Thought leadership
- Digital PR and authority development
- • Media spend (Google Ads, Meta, LinkedIn, or any other paid platform) is billed separately by the platform and is not included unless a package explicitly says otherwise.
- • Software, hosting, domains, call tracking, review platforms, backlink or placement purchases and other third-party costs are separate unless explicitly included.
- • Results are not guaranteed. We do not publish or promise lead volumes, rankings, revenue or ROAS.
Solutions we deploy here
Local SEO & Maps
Google Business Profile, map-pack visibility and local search for businesses that serve a service area.
Paid Search & Social
Google, Meta and LinkedIn campaigns built around cost-per-qualified-lead, not impressions.
Websites & Conversion
Fast, accessible websites and landing pages designed to turn traffic into booked work.
SEO & Content
Technical SEO, content architecture and authority building for durable organic growth.
CRM & Automation
CRM setup, pipeline hygiene and automations that remove manual follow-up work.
Client examples shared under NDA
Our client work is covered by confidentiality agreements. We'll walk you through comparable engagements on a call.
See our workWhat we measure for law firms
We report on the intake chain, not on impressions. These are the numbers reviewed in your monthly call.
Tracked calls by practice area
Inbound calls attributed to a keyword, campaign or landing page and grouped by matter type.
Answered-call rate
Share of tracked calls answered by a human inside business hours — the single most actionable intake metric.
Qualified matter enquiries
Calls and forms that match the firm's accepted matter types and jurisdictions.
Consultations booked and held
Booked consults, and the proportion that actually took place, tracked separately.
Cost per qualified enquiry
Media spend plus fees divided by qualified enquiries, reported per practice area.
Map-pack actions per office
Google Business Profile discovery, calls and direction requests, per location.
Review volume and response time
New reviews collected and how quickly the firm publicly responds.
Landing-page conversion rate
Visitors to matter-specific pages who call or complete the intake form.
These are definitions of what we track and report, not promised outcomes. We do not publish or guarantee rankings, lead volume, revenue or ROAS.
Implementation
How the engagement runs
- Week 1–2
Intake and compliance audit
We call your own tracked lines, review answering behaviour, map every practice area to a page, and log the advertising rules that apply in each jurisdiction you operate in.
- Week 2–3
Measurement build
Call tracking numbers, conversion actions, CRM stages and a reporting view that ties keyword to matter type. Nothing launches before it can be measured.
- Week 3–6
Page and profile work
Matter-specific landing pages, per-office Google Business Profiles, review workflow and intake form rewrites — all through attorney review.
- Week 5–8
Campaign launch
High-intent search campaigns per practice area with strict negatives, geographic limits and separate budgets so one matter type cannot consume another's spend.
- Monthly
Intake coaching loop
Recorded-call review with your intake team on scripting, qualification questions and handoff — the fastest lever on cost per signed matter.
- Every quarter
Quarterly practice review
Which practice areas justify more budget, which pages need depth, which jurisdictions changed their rules, and what to retire.
Law Firms questions we get asked
Compliance and scope
- • All legal marketing content, advertising and review requests remain subject to attorney approval and to the professional-advertising rules of every jurisdiction in which the firm practises.
- • We do not publish superlative claims, guaranteed outcomes, fabricated awards or misleading comparisons.
- • Nothing on this page constitutes legal advice or a solicitation in any jurisdiction where such solicitation is prohibited.
Start with an intake and visibility audit
We will call your tracked lines, review your practice-area pages and profiles, and show you where matters are actually being lost before we recommend any spend.
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