The search is same day
Nobody shops for a defense attorney a month ahead. The search happens the afternoon of the arrest, the accident or the letter from HR. Only the firms that show up for that practice area in that county are in the running.
Industries · Law firms
Marketing for law firms
A case starts with a search and ends with a phone call. Something just went wrong for somebody, they type a practice area and a city into their phone, and they read two or three profiles before they dial. We work that stretch of the road: the page that matches what they searched, the reviews that decide who they trust, and an intake path that picks up.
The buying moment
Four places a case goes to another firm
None of them are about how good your lawyers are.
Reviews pick the shortlist
Someone comparing three firms has no way to judge legal skill. So they read the star rating, the number of reviews and the most recent one.
The call reaches voicemail
Intake is the funnel. A call that rings out at 4:40 on a Friday is a signed retainer at the next firm on the list, and your reporting will never show it.
Eight practice areas, one page
A Practice Areas page with eight bullets competes for nothing. Family law and workers’ comp are different searches, different readers and different case values. Each one needs its own page.
Where the money is
Start with the cases you actually want
A signed case in one practice area can be worth many times a signed case in another, and your firm already knows which. Contingency work and hourly work also behave differently: one rewards volume at the top, the other rewards qualified callers who can pay.
So the first conversation is about your docket, not about keywords.
- 01The practice areas to push. Where you want more work, where you are already full, and what you would rather stop taking.
- 02What a case is worth to you. The number your firm uses to decide whether a campaign is paying for itself.
- 03How a caller reaches a human. Front desk, answering service or an attorney’s cell after hours.
What we do
Found, trusted, and called
Four services. Each has its own page with the detail.
- /01SEO →One page per practice area, written in the words a client uses rather than the ones a statute uses. Plus the Google Business Profile and review flow that decide the shortlist.
- /02Google Ads →Campaigns split by practice area and county, with negative keywords doing most of the work. Legal clicks are expensive, so the filtering matters more than the bid.
- /03Web design →Attorney bios that read like people, a page per practice area, and a phone number that is tappable on every screen. Case results appear only where your firm clears them.
- /04Generative engine optimization →Clients now ask an assistant for a shortlist of firms. We measure whether yours comes up, with our own tool, and publish how the score is built.
Where our work stops
We get the right person to the phone. The case is yours.
We write nothing about the merits of a matter and we give no legal advice. What we build is the route from a search to a conversation with your intake.
What changes in legal
Attorney advertising has rules, and they are local
Each state bar writes its own. A page that is fine in Texas may need different wording in Florida or New York.
Your rules go in first
Before anything is written we ask which bars you are admitted to and what your firm already does about disclaimers, labeling and record keeping. That shapes the copy.
Claims stay inside the lines
Headlines describe what your firm does and who it serves. Prior results, awards and comparisons run where your jurisdiction allows them and your firm clears them, with the disclaimer language your bar requires. What a firm in one state can publish, a firm in another cannot, so we ask first.
You approve before it ships
Pages and ad copy go to whoever signs off at your firm, in a format they can mark up. The approved version is kept on file with its date.
Confidentiality holds in public
Reviews get answered without discussing a matter or confirming who was a client. Testimonials and case stories run only with written permission in hand.
More industries
Other industries
Each one has its own page: how that business wins a client, and where we start.
Questions firms ask about legal marketing
Let’s talk about your firmWe write to them and your firm signs off. We ask which jurisdictions you practice in, we follow the disclaimer and labeling conventions you already use, and nothing publishes until whoever handles that at your firm approves it. The legal call stays with the lawyers.
Up to the call, yes: which search, which page and which campaign produced it, with call tracking on the numbers you choose. After that it depends on your intake. If your system records a source on every new matter, we read signed cases by practice area. If it does not, setting that up is the first thing worth doing.
One for every area you want more of, written properly. Six real pages beat twenty thin ones. We start with the areas you named as priorities and add from there as each one earns its place.
Each office gets its own verified Google Business Profile, its own page with address, hours and the attorneys who sit there, and its own reviews. Campaigns are split by metro so an ad sends a caller to the office that can take the matter, and the monthly report separates calls by office.
Next step
Which practice area do you want more of this year?
Tell us that, where you are admitted and how a caller reaches someone today. We reply within one to two business days to set up a first call.
Let’s talk about your firm