Many firms, such as yours, are already seeing success by choosing partners who specialize in legal marketing, instead of general digital agencies.
This article will show you what to look for, what to avoid, and how to choose an agency that delivers real, measurable results. Continue reading to learn more.
Why Your Law Firm Needs Specialized SEO Services
Online visibility is no longer a nice-to-have for law firms. It’s essential. But not all marketing agencies are built for the legal industry.
The Complexity of Legal SEO
SEO for law firms is different from SEO for a restaurant or a retail store. Legal websites have to follow strict rules. From ethics guidelines to location targeting and using the right legal terms, there’s a lot to get right. A strong law firm SEO strategy includes:
- Following your state bar’s advertising rules
- Targeting clients in the right cities or counties
- Creating content that builds trust with your audience
- Using the correct practice-area terms that real clients search for
Legal SEO takes planning, compliance, and knowledge of how people search for legal help. A generic agency may not cut it.
What are the Risks of Hiring a General Marketing Agency?
If you hire a company that barely knows legal SEO, you may end up wasting time and money. You could even run into problems with your state bar if they don’t understand advertising rules. Common risks include:
- Weak or generic content that doesn’t convert
- Missing out on high-intent keywords for your practice
- Poor local SEO setup, which means you don’t show up on maps
- Low return on your investment because they don’t track results
Your law firm deserves a team that knows the rules and knows how to win in your market.
What are the Qualities You Look for in a Law Firm Marketing Agency?
You don’t need to guess who’s the right fit. Use these checkpoints to find an agency that’s built for legal marketing.
1. Proven Experience in Legal SEO
Ask to see their past work. A good agency will have case studies showing how they helped law firms improve rankings and bring in new leads. Look for:
- Real examples of law firm SEO success
- Traffic growth from search engines
- Better keyword rankings over time
- Actual contact form fills and phone calls tracked
If they can’t show you numbers, that’s a red flag.
2. Knowledge of Legal Ethics in Advertising
Legal advertising has rules. Your marketing partner needs to know them. Check if the agency understands:
- ABA marketing guidelines
- State-specific ad rules
- Restrictions on using words like “best” or “expert”
This keeps your law firm out of trouble while still building a strong brand online.
3. Transparent SEO Practices
You should never wonder what your agency is doing. The right partner will:
- Explain their SEO plan step-by-step
- Avoid risky black-hat tactics that could get your site penalized
- Provide reports that show progress in plain language
You should always feel confident in what’s being done and why.
4. Multi-Channel Legal Marketing Capability
SEO doesn’t work in a vacuum. Your agency should also know how to connect your SEO with:
- Google Ads (PPC)
- Content marketing (blogging, FAQs, etc.)
- Reputation management (Google reviews, Avvo, etc.)
- Local SEO setups (Google Business Profile)
This makes your online presence stronger as a whole and helps you bring in more qualified leads.
Questions to Ask Before Hiring
If you’re not sure how to tell a great agency from a bad one, start by asking these four questions.
1. What’s Your Experience With Law Firms Like Mine?
If you’re a family lawyer in a small city, your SEO needs will look very different from a corporate law firm in a big metro. Make sure they’ve worked with firms that match your:
- Practice area
- City size and competition level
- Client type
The more aligned their experience, the better their results will be for you.
2. Can You Provide SEO Metrics and Client References?
Ask for data. A good agency will share:
- Growth in website traffic
- Better rankings on Google for your key terms
- Increases in calls or contact forms
- Law firms you can talk to about their experience
If they dodge the question, move on.
3. How Do You Build and Execute Legal SEO Strategies?
A solid agency will have a clear plan that includes:
- Website audit
- Keyword research for your area of law
- Content writing
- Link building
- Monthly tracking and adjusting
They should walk you through the strategy before you sign anything.
4. What Is Your Reporting Structure and Frequency?
Look for agencies that provide monthly updates showing:
- What was done
- How rankings changed
- What’s planned next
You should always know what’s going on and how it’s helping your law firm.
Red Flags to Watch Out For
Here are signs that an agency may not be the right choice for your firm.
1. Promises of Fast Rankings
Real SEO takes time. If they say you’ll rank #1 on Google in two weeks, be careful.
It often means they use risky shortcuts that don’t last, or may hurt your site.
2. Lack of Industry-Specific Knowledge
If they don’t understand what a “contingency fee” is, or they confuse “criminal law” with “civil litigation,” they probably don’t know legal SEO well enough. They should speak your language.
3. Poor Communication and Vague Deliverables
If they can’t explain what they’re doing or refuse to show progress reports, don’t sign with them. You need a team that communicates clearly and delivers what they promise.
How to Compare and Choose the Right Fit
Use a step-by-step process to choose the agency that’s right for you.
1. Request a Custom Proposal
Ask them to look at your website and create a plan for your firm. A good proposal should:
- Call out specific issues and opportunities
- Explain how they’ll improve your site
- Give realistic timelines and goals
2. Consider Pricing Models
Understand how they charge. Some agencies work on:
- Flat monthly fees
- Hourly rates
- Performance-based pricing
Be clear on what’s included and watch for hidden fees.
3. Trial Periods or Initial Campaign Audits
You don’t have to commit forever right away. Start with:
- A 3-month test project
- A one-time audit with recommendations
This lets you see how they work and if they’re a good fit.
Consider Local SEO Expertise
Most law firms serve a local area. That means your SEO should focus on local search visibility.
Make sure the agency can:
- Set up and optimize your Google Business Profile
- Help you collect and manage reviews
- Build local links and citations
Local SEO helps you show up when someone searches for “divorce lawyer near me” or “personal injury attorney [your city].”
Conclusion
Hiring the right law firm marketing agency is one of the best decisions you can make for your practice’s future. An expert in legal SEO can help you get found online, attract more of the right clients, and grow your firm with confidence. Take your time, ask the right questions, and choose a partner that knows how law firm SEO works from the ground up.
Are you ready to grow your law firm online? Reach out to an SEO agency that specializes in law firms and learn more about how they can help your firm. Don’t settle for generic. Go with proven experts who understand your business and your goals.
