One case can pay for a year of marketing. Most firms still can't tell you which one did.
Marketing for law firms, built around signed cases rather than clicks — and written to the advertising rules you're actually held to.
What Makes Legal Different
Why legal marketing isn't like other marketing
Case value varies enormously
A traffic matter and a catastrophic injury case cost roughly the same to acquire and are worth wildly different amounts. Optimizing for cost per lead without weighting by case type sends budget to the cheapest leads, which are usually the least valuable.
Intake is where firms lose money
Most firms have a marketing problem downstream of an intake problem. Calls that ring out, forms answered the next day, no follow-up on the ones who didn't sign immediately. We look at intake before we recommend spending more on leads.
The rules are real
Attorney advertising is regulated, and the regulator is your state bar. Copy that would be fine for a restaurant can be a problem for a firm. We write to that constraint rather than discovering it later.
Referral competition is fierce
You aren't only competing with other firms. You're competing with lead generators and marketplaces bidding on the same terms with different economics.
What We Do
What we run for firms
- Local SEO and Google Business Profile — practice-area specific, by office location
- Practice area pages built to rank and to convert, one per matter type
- Google Ads with negative keyword discipline tuned to filter the matters you don't take
- Call tracking and recording so you can hear intake quality yourself
- Review generation, handled carefully — client reviews carry confidentiality considerations other industries don't have
- Website builds with clear intake paths and fast, obvious contact options
- Content that answers the questions people ask before they hire a lawyer
Compliance
How we handle the advertising rules
You are the one held to the advertising rules, not your marketing agency — so you should know exactly how we work before you hire anyone. We write marketing copy for firms. We are not lawyers, and that distinction matters:
- No guarantees or predictions of outcome, anywhere, in any channel
- Past results carry the disclaimers your jurisdiction requires, and we won't publish them without your sign-off
- We avoid "specialist" and "expert" as unqualified claims, since their use is restricted in many jurisdictions
- Required attorney advertising disclaimers are built into templates rather than added as an afterthought
- Testimonials and client reviews are handled with confidentiality in mind — we won't publish anything that identifies a matter without documented consent
Everything client-facing goes to your firm for review before it publishes. Your compliance obligation is yours, and we'd rather build the approval step in than assume.
How Firms Engage Us
How firms engage us
Most firms start on one of the three monthly plans, then add paid search where the practice area justifies it. Website and content projects are scoped and quoted on their own.
You pay the platforms directly for ad spend. The management fee is billed separately, which means nobody here has an incentive to grow your budget past what your case economics support.
We'll quote after we've looked at your intake and what's currently running. For firms, the honest answer often involves spending less on leads and more on answering the ones you already get.
Faq
Questions firms ask
Do you work with firms in a single practice area or multiple?
Both. Multi-practice firms need separate pages, separate campaigns, and separate tracking per matter type — running them as one account is why the reporting stops being useful.
Can you guarantee a number of cases?
No. Nobody can, and a firm should treat that promise as a warning sign about everything else in the proposal.
Will you review our current intake?
Yes, as part of discovery. It's frequently where the largest and cheapest improvement sits.
Do you understand our bar's advertising rules?
We build to the constraints and route final copy to you for compliance review. We won't represent ourselves as giving you a compliance opinion — that's your call to make or your counsel's.
Is our information confidential?
Yes. We'll sign an NDA before discovery if you'd prefer, and we don't reference client matters in our own marketing without written permission.
Start with where the cases are actually coming from.
Thirty minutes. Bring what you're spending and what you're signing, and we'll tell you where the gap is.