Law Firms
Search marketing for law firms that want better matters, not more enquiries.
Legal search is expensive, crowded and full of enquiries you can't take on. We build SEO and Google Ads around the practice areas that pay, and track which enquiries turn into real matters.
Who we work with
- Family and divorce law
- Commercial and business law
- Wills, estates and probate
- Property and conveyancing
- Employment, criminal and litigation practices
The search landscape
Why legal search is harder than it looks.
The same search engine, but the economics and the rules are different from almost any other industry.
01
Some of the most expensive clicks in Google
Legal terms sit near the top of Google Ads cost tables. A loose campaign can spend a month's budget in a week on searches that were never going to become a matter.
02
Every practice area is its own market
A family law enquiry, a commercial dispute and a simple will are worth very different amounts and searched in very different ways. One generic "law firm" strategy wastes money on all three.
03
Directories crowd page one
Legal directories and comparison sites take many of the top organic spots. Winning means a site Google trusts more than a directory for your practice area and location, plus a presence on the directories that matter.
04
A high bar for content and advertising
Google treats legal content as high stakes and looks hard for real expertise. Advertising rules apply too, including restrictions on personal injury advertising in several states, so copy and landing pages need care.
Our approach
Built around matters, not traffic.
01
Rank practice areas by value
We start with which matters you want more of, what each is worth, and what search demand exists for them in your area. Effort and budget follow that order.
02
A strong page for each practice area
Real explanations of how the matter works, costs, timeframes, and the lawyers who handle it. Content that shows expertise rather than claiming it.
03
Lawyer profiles that do work
Credentials, admissions and experience that support the practice pages, help Google understand who your people are, and give AI tools something to cite.
04
Google Ads for the high-value work only
Paid search focused on the practice areas where one matter justifies the click cost, with tight negatives for free advice, legal aid and wrong-area searches.
05
Intake tracking
Calls and forms tracked by practice area, so you can see which campaigns and pages produce matters you took on, not just phone rings.
FAQ
Common questions.
Which practice areas work best with Google Ads?
The ones where a single matter is worth enough to absorb expensive clicks and a realistic intake rate. Family, commercial, estates disputes and some property work often fit. Low-fee, high-volume work usually suits SEO better.
Can you work within legal advertising rules?
Yes. We write ads and pages with the relevant restrictions in mind, avoid claims about outcomes, and leave final sign-off on anything regulated to you. Some areas, such as personal injury, carry state-specific limits we plan around from the start.
Do you work with smaller firms and sole practitioners?
Yes, if there is enough search demand in your practice area and location to make it worthwhile. We will tell you on the first call if we think the numbers don't stack up.
Next step
Want more of the matters you actually want?
If search is an important way you win customers, let's look at where the opportunity is. A 30-minute call with the person who would run your account.
- No 50-page pitch deck
- No hard sell
- A straight answer on whether we can help