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Best Legal Marketing Companies

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How to Choose a Legal Marketing Agency

If you’re running a law firm, you likely realize that you need a legal marketing agency in your corner, but you may be at a loss when it comes to figuring out how to choose the right one for you. It’s a given that businesses benefit from marketing. In fact, marketing is often a deciding factor in the level of success a business achieves, and law firms are no different. There are many different types of legal marketing available, and one of the first steps in the process is figuring out the kind of online marketing you’re looking for, which will directly correlate with your vision for your firm. From there, it’s time to get busy with your search for the best legal marketing agency for you.

Checking out Agencies

Once you know what you're looking for in terms of services, compile a list of providers who have these services on tap and do some digging. Don't be afraid to dive into multiple case studies and a wide sampling of each agency's reviews for an authentic peek into what they have going on – from the perspective of the law firms that came before you. Keep in mind that your marketing needs will evolve right along with your firm's growth and development, and you want a marketing agency that not only helps you get there but can also grow with you. Check out the work of various agencies and get a feel for what's on offer – a good place to start is with portfolios and examples of prior work found on their websites.

Getting Started

With your list in hand, reach out to those legal marketing agencies that pique your interest, and schedule several free consultations (which most marketing services offer). At this stage in the game, both your firm and the marketing agency are sizing one another up to determine if you are a potential match in the making. Be wary of companies that are overly eager to have you sign on the dotted line before properly assessing your firm’s needs. You’re going for a partnership here, and the goal is to find your forever marketing agency. In other words, don’t be too eager to pull the trigger and pay attention if the marketing agency seems to be playing a numbers game. If your initial research is pointing you in the direction of a few marketing agencies, it’s time to go for the gusto.

Seeking Proposals

Even if you are pretty sure that you’ve found your match made in heaven, it’s a good idea to seek proposals from at least two legal marketing agencies. Not only will these dueling proposals provide you with some insight into competitive pricing, but they will also allow you a bird's eye view of how each agency treats prospective clients, and these first impressions may provide you with everything you need to know in order to seal the deal with confidence. Ultimately, marketing is an investment in your firm's future – not a commodity – and making a sound investment is key.  Toward this end, beware of lowball offers.

What to Be on the Lookout for When Choosing a Law Firm SEO Service or Marketing Agency

While finding the right service or agency for you can feel overwhelming, it doesn’t have to be. If you take the time to figure out what it is that you’re looking for, you’ll be ahead of the game, and if you aren’t sure, remember that a legal marketing agency worth its salt can also help your firm get in better touch with your marketing needs (you are lawyers, after all).

Ownership

it is important to ensure that you retain ownership of your marketing investment. There are too many marketing agencies and web design companies out there that maintain ownership of their work product (whether it's the website itself or other marketing assets), and this can hobble you as your firm continues to grow and your marketing needs evolve. If you won’t own the fruits of your investment, it’s generally a sign to keep looking.

Specialization

You are looking for a company that specializes in the services you’re looking for – as they relate to the law. If you’re in the market for SEO services, for instance, a full-service legal marketing agency might not have the laser focus on SEO that you’re going for, but there are legal SEO providers out there that do. Your firm has specific needs, and keeping your eye on the prize will serve you well.

Exclusivity

Winning those search numbers is the name of the game, but if your marketing agency handles your fiercest competitor, it can amount to a conflict of interest. After all, there is only one top spot for any given keyword search. That said, exclusivity isn’t always a must-have, especially if an agency is working with indirect competitors with a different focus.

Success Metrics

Without identifiable success metrics, it can be difficult to gauge if you are moving in the right direction. While time is obviously the best indicator of success, you need benchmarks along the way, and the SEO company or marketing agency you’re going with should discuss various metrics – in terms of clear deliverables – with you from the outset. For example, at a minimum, an SEO agency should be regularly keeping you up to speed on your site's position for various keyword searches and the amount of traffic you are getting. Some additional points to keep in mind include:

  • You are looking for a marketing agency that gets out in front of the trends and is always looking forward (with an eye toward keeping your marketing solid and where it needs to be).
  • Your marketing agency should stay in touch with your firm and provide you with regular updates rather than making you come to them for information.

FAQ

What is the best legal marketing service for my law firm?

The best legal marketing service for your law firm is one that you feel comfortable working with, that is responsive to your needs, that achieves the results you’re looking for, and that moves forward with you, allowing you to hit your goals along the way. It’s a tall order, but the right legal marketing service for your firm is out there – waiting to be found.

Is there a service or services that will bring in instant leads for my law firm?

When it comes to digital marketing, there are no absolutes or guarantees in terms of quick results, and any marketing service that tells you otherwise is unlikely to be telling you the whole truth. There are, however, tried-and-true techniques that can all but ensure you continue to build the solid leads you’re looking for.

Should my firm use an agency or hire an in-house marketing team?

If you are looking to inject new life into your marketing efforts, there are some serious benefits when it comes to using a marketing agency, including:

  • The right legal marketing agency for you has the specialized skills you are looking for.
  • Hiring a legal marketing agency ensures a fresh perspective.   
  • When it comes to marketing, speedy delivery is key, and your marketing agency’s focus is not only on getting the job done right but also on getting it done when you need it done.
  • Having a marketing agency on your side allows your firm to focus on what it’s there to do – address your client’s legal needs – while the agency addresses your marketing and branding needs.

While an in-house marketing team can be a solid option for a large firm that is invested in steady, incremental growth, it’s unlikely to be a great fit if you’re a smaller team and/or are ready to bust out of the constraints that bind you.

How much should we spend on marketing for our law firm?

The answer to how much you should be spending is highly specific to factors like your practice area and market, but prevailing wisdom says that between 2 and 12 percent of your gross revenue is in the ballpark. A savvy marketing company will help you explore your best options, help you hammer out a budget that works for you, and help you maximize your return on that investment.

How important is our website when it comes to legal marketing?

Your firm’s website is foundational to your overall marketing and branding, which means that if you aren’t giving your website the love and attention it needs, you’re not doing your firm’s marketing goals any favors. Your website is often the first interaction a potential client will have with your firm, and it’s critical that it represents it professionally and highlights your strengths. In addition, a well-designed site is much more likely to perform well in the search engine results pages (SERPs.)

What is law firm SEO, and how can it help my law firm?

SEO refers to search engine optimization, and in short, it’s all about getting your site to show up as high as possible in the SERPs. When your prospective clients are in the market for professional legal guidance, they turn to Google approximately 90 percent of the time, which makes ranking on Google the name of the SEO game. Once your firm begins ranking at or towards the top of the page, no one will need to tell you what SEO can do for your firm.