For owners and managing partners of US law firms, from a solo personal injury practice to a firm with three offices and six practice areas. A matched team runs your local SEO, Local Services Ads, Google Ads and intake pages, and reports on signed matters rather than clicks.
It begins with a free analysis of your firm's presence, a PDF within 24 hours, before a senior project manager assembles the team.
Project panel
The marketers matched to your firm have run accounts for law practices before and know that a Google Ads click and a signed retainer are two different things.
What it covers
Legal clients search with urgency and sign with the firm that answers first, so the work concentrates on local visibility, ads split by practice area and intake that keeps up. Six areas carry most of it.
Area 01
The specialist handles Google Screened verification, keeps license documents and background checks current, sets the budget per practice area and disputes leads that were never a potential case.
Area 02
Search campaigns split by practice area and county, with call tracking, call recording where your state allows it, and conversion goals set on qualified intake rather than on clicks.
Area 03
A Google Business Profile for each office, practice area pages that answer the questions clients type into Google, and client reviews collected in a way that fits your state's rules.
Area 04
Pages built for a phone call made from a parked car: click-to-call, a short confidential form, chat handled by an answering service, and disclaimers placed where your bar expects them.
Area 05
Articles and FAQ pages that explain how a process works in your state, reviewed by an attorney at your firm so nothing reads as advice, and mapped to the searches each practice area gets.
Area 06
Missed calls routed to an answering service, a reply to every form within minutes, text follow-up with the consent TCPA requires, and a monthly look at which sources turn into signed matters.
Worth knowing
Lawyer advertising is regulated, and the rules follow the state where you are licensed, not where the ad happens to run. The ABA model rules on advertising set the pattern: nothing misleading, no promises about outcomes, no comparison with another firm that cannot be substantiated. Some states add an "attorney advertising" label, a disclaimer about prior results or a filing requirement for certain ads. The specialist on your account writes within those rules and sends every piece of copy to you for approval first.
Demand for legal help does not arrive evenly through the year. Family law inquiries tend to rise in January and after the summer break, estate planning picks up around tax season, and DUI defense follows holiday weekends. Personal injury runs year-round with local spikes after storms and icy weeks. A team that knows your practice area moves budget toward the weeks that bring matters and pulls it back when the phone would ring anyway.
In most practice areas a prospective client calls three firms and signs with the one that picks up. A campaign that sends the call to voicemail has already lost the click it paid for. Before the first ad runs, the team looks at how your firm handles a call after hours, how fast a form submission gets a reply, and who records the source of each new matter. Call tracking and a source field in Clio Grow, Lawmatics or a similar system are what let the monthly report count signed matters instead of clicks.
For a local firm the Google Business Profile is often the first page a prospective client reads, and the reviews on it carry more weight than any ad. The team sets up a review request that fits your state's rules, keeps Avvo and the profile consistent on practice areas and hours, and watches replies so no confidential detail about a client ends up in a public response. Referral partners, from other firms to medical offices, get a page and a follow-up routine of their own.
In short
A marketer who has worked with law firms, not a random contractor.
Where we start
Before you pay for anything, you get an analysis of your marketing next to your competitors.
Services law firms usually start with
Who it is for
Practice area, headcount and the number of offices change the plan more than the size of the budget does. Four kinds of firm the matched marketers have worked with, and what each usually starts with.
Profile 01
One practice area, one city, and a phone that only rings when you are in court. Local Services Ads and a Business Profile that is actually complete come first, with a page per practice area behind them.
Specialists most often needed
Profile 02
Every firm with a billboard bids on the same clicks in your market, so the account needs county-level campaigns, call tracking on every number and intake that answers within seconds. Spanish-language pages often follow.
Specialists most often needed
Profile 03
Clients here research for weeks and rarely call in a hurry, so the work leans on content that explains probate and trusts in plain language, email that keeps the firm in mind, and sign-ups for your seminars.
Specialists most often needed
Profile 04
Three offices and six practice areas mean a Business Profile per location, a campaign per practice area and a shared intake process, so a lead for one office does not vanish when another one picks up the phone.
Specialists most often needed
In short
You do not have to know which specialist you need.
Describe the company and the goal. A senior project manager assembles a team with experience in your trade and runs it from the brief to delivery.
How we build the team
You do not pick the marketer. A senior project manager with 15+ years of experience does.
Step by step
You do not pick from a list. The project manager assigns a person with experience in marketing for law firms and takes responsibility for the match and for the work.
FAQ
If your question is not here, order the analysis: the project manager answers everything on the first call.
Yes. Google Local Services Ads for lawyers require license verification for each listed attorney and a background check before the Google Screened badge appears. The specialist files the application, keeps documents current when a license renews, sets the weekly budget per practice area and disputes leads that were wrong numbers or outside your practice. Google charges per lead, and somebody still answers the phone.
The specialist starts from the ABA model rules on advertising and then applies your state's version: an attorney advertising label where it is required, a disclaimer about prior results, no wording that implies a promised outcome, and filing where the bar asks for it. Every ad, page and post goes to you or a designated attorney for approval before it goes live, and the approved version is kept on file next to the ad.
Always. Legal content on your site is written to explain a process, not to give advice, and review by an attorney at your firm is part of the workflow rather than an afterthought. Drafts arrive with the search queries they are meant to answer and the practice area page they support, and nothing is published until someone at the firm signs off on it.
Call tracking numbers on ads and pages, a source field in your intake software (Clio Grow, Lawmatics or a spreadsheet if that is what the firm uses) and a monthly reconciliation between what marketing counted as a lead and what intake logged as a consultation or a signed matter. The report your project manager sends shows that chain per channel, so you see which campaigns bring matters and which only bring calls.
Intake forms ask for the minimum: name, phone, the practice area and a short description. Submissions go straight into your intake system or inbox, not into an ad platform, and the marketers never see case files. Chat and answering services work from scripts that collect contact details without discussing the matter, and text follow-up runs only with the consent TCPA requires.
The specialists matched to your firm have run marketing for law practices before, across personal injury, family law, estate planning, immigration, criminal defense and business law. The senior project manager chooses them for your practice areas and your market: a metro personal injury account and a small-town estate planning practice call for different people. You meet the team and decide whether to start.
Marketing for law firms
Order the free analysis of your firm's online presence. Within 24 hours you get a PDF covering your Business Profile, ads, practice area pages and intake, and a senior project manager proposes the team to run it.
Leave your details. You get a PDF with specifics.Leave your details. You get a PDF with specifics.
