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. Your team runs local SEO, Local Services Ads, Google Ads and intake pages, and reports on signed matters, not clicks.
First comes a free analysis of your firm's presence, sent as a PDF within 24 hours. Then a senior project manager builds the team.
Project panel
The marketers on your firm's account have run law practice accounts before, and they know a Google Ads click and a signed retainer are very different things.
What it covers
Legal clients search in a hurry and sign with the firm that answers first. The six areas below center on local visibility, ads split by practice area and intake that keeps pace.
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, mapped to the searches each practice area gets. An attorney at your firm reviews each one so nothing reads as advice.
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.
Good to know
Lawyer advertising is regulated, and the rules come from the state where you're licensed, not where the ad runs. The ABA model rules on advertising set the pattern: nothing misleading, no promises about outcomes, no comparison with another firm that you can't back up. 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 doesn't 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 shifts budget toward the weeks that bring in matters and pulls 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. If the call goes to voicemail, the campaign has already wasted 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 and keeps Avvo and the profile consistent on practice areas and hours. It also watches replies so no confidential client detail 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'll get an analysis comparing your marketing with your competitors'.
Services law firms usually start with
Who it's for
Practice area, headcount and the number of offices shape the plan more than the budget does. Here are four kinds of firms our marketers have worked with, and where each one usually starts.
Profile 01
One practice area, one city, and a phone that only rings when you're in court. First come Local Services Ads and a Business Profile that's actually complete, with a page per practice area behind them.
Roles 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.
Roles most often needed
Profile 03
Clients here research for weeks and rarely call in a hurry. The work leans on plain-language content about probate and trusts, email that keeps the firm in their thoughts, and sign-ups for your seminars.
Roles 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. That way a lead for one office doesn't vanish when another office answers.
Roles most often needed
In short
You don't have to know who to hire.
Tell us about your company and your goal. A senior project manager assembles a team with experience in your industry and runs it from brief to delivery.
How we build the team
You don't pick the marketer. A senior project manager with 15+ years of experience does.
Step by step
You don't pick from a list. The project manager assigns someone with experience marketing law firms and is accountable for both the match and the work.
FAQ
Don't see your question? Request the analysis, and the project manager will answer it 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 you still answer the phone.
The specialist starts from the ABA model rules on advertising, then applies your state's version. That means an attorney advertising label where 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 first, and the approved version stays on file next to the ad.
Always. Legal content on your site explains a process; it doesn't give advice. Review by an attorney at your firm is built into the workflow, not tacked on at the end. Each draft arrives with the search queries it's meant to answer and the practice area page it supports, and nothing goes live until someone at the firm signs off.
It takes three pieces. Call tracking numbers go on ads and pages, and your intake software (Clio Grow, Lawmatics or a plain spreadsheet) gets a source field. Each month, someone checks what marketing counted as a lead against 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 on your account have marketed 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. Once you've met the people, the decision to go ahead is yours.
Marketing for law firms
Order the free analysis of your firm's online presence. Within 24 hours you'll have a PDF on your Business Profile, ads, practice area pages and intake, and a senior project manager will propose a team to run it.
Free marketing analysis
Your analysis is prepared by a senior project manager with 15+ years of experience in marketing.
Are you a marketer with experience in a specific industry? Join the team
Your website, full name, email and phone. A PDF with specifics within 24 hours.
Within 24 hours you get an audit by email with an analysis and a proposal: which marketer or team your business needs and where to start.
