Law firms don’t exactly scream “fun to market,” do they? You’re not selling sneakers or oat milk. You’re selling trust, competence, and the ability to keep people out of jail or bankruptcy. That’s a tall order; and it’s why legal marketing is its own beast, full of rules, nuance, and clients who are skeptical by default. So, if you’re thinking of hiring a marketing agency, make sure they know the difference between a landing page and Rule 7.1 of the ABA’s Model Rules of Professional Conduct. Otherwise, you’re just lighting your retainer on fire.
Let’s break down what a marketing agency for law firms actually brings to the table.
Rule Number One: Don’t Get Disbarred
Marketing a law firm comes with more strings attached than a bad prenup. Every state has its own set of advertising rules, and they’re not suggestions. The American Bar Association’s Rule 7.1, for example, prohibits anything that could be seen as “false or misleading.” Sounds obvious; but in legal marketing, even calling yourself an “expert” can get you in trouble if you’re not officially certified.
A legit legal marketing agency knows this stuff cold. They’ll steer you away from risky language, make sure those fine-print disclaimers are in the right place, and keep your messaging persuasive without crossing any ethical lines.
SEO: Still a Bloodsport
If you’ve ever tried to rank for “divorce lawyer near me,” you already know: legal SEO is brutal. According to iLawyerMarketing, 96% of folks looking for legal help start with a search engine. That means if you’re not on page one, you may as well be invisible.
A marketing agency that gets legal SEO will do more than sprinkle keywords on your homepage. They’ll dig into what your potential clients are actually searching for, build city-specific landing pages, and optimize your Google Business Profile so it doesn’t look like it was set up in 2009. They’ll also write content that not only answers legal questions but signals to Google that you know what you’re talking about. That’s thanks to E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Yes, Google cares about those things. No, you can’t fake them.
Clients Don’t Just Click. They Read. A Lot.
Legal clients aren’t impulse buyers. They’re not clicking “Buy Now” on a whim. They’re anxious, skeptical, and probably comparing you to three other firms. According to the National Law Review, 74% of people who visit a law firm’s website are there to take action; but only if they like what they see.
That’s where content comes in. A good agency will help you publish articles that explain legal concepts without sounding like a textbook, highlight real case wins without overselling, and include bios that actually feel human. Add in a video introduction and a clear call to action, and suddenly your website isn’t just informative; it’s persuasive.
Paid Ads: Where $100 Clicks Are a Bargain
Google Ads for law firms are notoriously expensive. Some clicks cost more than a decent bottle of whiskey. So if your agency doesn’t know what they’re doing, your budget will disappear faster than a client who just got their settlement check.
Specialized agencies know how to stretch those dollars. They’ll track calls so you know which ads are working, target the right zip codes, and run Local Services Ads that only charge per lead. Bonus: those LSAs come with a “Google Screened” badge, which boosts your credibility and makes you look like someone who actually returns phone calls.
Your Reputation Is Public, Whether You Like It or Not
Word-of-mouth used to mean someone’s cousin recommended you. Now it means your Google reviews are visible to everyone, and one angry client can tank your average faster than you can say “defamation.”
A smart agency will help you automate review requests (timing matters), respond to feedback without sounding defensive, and flag anything that could spiral into a PR issue. According to BrightLocal, 87% of people read online reviews for local businesses, and 79% trust them as much as a personal
recommendation. So yes, reviews matter. A lot.
Your Website Isn’t Just a Brochure. It’s the Front Door.
If your website still has a gavel in the header and a stock photo of a handshake, we need to talk. Your site should load fast, look sharp on mobile, and make it painfully easy for someone to contact you. Think click-to-call buttons, short forms, and clear service pages.
A legal marketing agency will also make sure your site is ADA compliant. That’s not just nice; it keeps you from getting sued. Irony noted.
So, What Should You Actually Look For in an Agency?
Ask the real questions. Have they worked with firms like yours? Do they understand your state’s ad rules? Can they show you numbers—not just impressions, but actual leads and ROI? And can they handle the whole funnel, from SEO to ads to reviews to web design?
If the answer is no, keep looking. You’re not hiring a vendor. You’re hiring someone who needs to understand your business almost as well as you do. Or at least enough to not get you sanctioned.
You’re not just trying to be visible. You’re building credibility that earns trust and drives action. And frankly, that’s not something you can fake with a few Facebook posts and a Wix site.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog