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How to Choose the Best Law Firm Marketing Agency

October 4, 2022
22 min

Choosing the best law firm marketing company can be daunting. After all, with so many options, how can you be sure that you're making the best decision for your firm? The factors to consider when locating an excellent agency are numerous, but we've compiled some of the most important ones into this helpful guide.

When it comes to knowing how to choose a digital marketing agency, you want a partner with a proven track record. Choose an agency that has worked with other law firms and understands the role legal marketing firms play in campaign success.

Online marketing is a complex and ever-changing landscape, so you need an agency up-to-date on the latest trends and changes.

In addition to a proven track record, you also want a creative and innovative agency. The industry outlook for legal marketing firms is constantly changing, so you need an agency that can change. Look for lawyer marketing agencies that have fresh ideas and are always seeking new ways to market your firm.

These criteria will help you narrow your options and learn how to choose a digital marketing agency that meets your needs.

What Is a Digital Marketing Agency?

Most lawyers understand that they need to market their law firms, but they may not have the time or resources to do it themselves. That's where a law firm marketing agency comes in. A good marketing agency can help you create a brand, build an online presence, generate leads, and convert those leads into clients.

A digital marketing agency is a business that offers marketing services to companies. These services include search engine optimization (SEO services for lawyers), social media management, and email marketing.

Most legal marketing companies are small companies that offer their services to other businesses. Understanding how to find the right internet marketing company is essential for your success.

SEO Lawyer marketing agencies use SEO to help businesses improve their organic search rankings. This work drives traffic to clients' websites and allows them to convert more leads into customers.

SEO is as much an art as it is a science, and lawyer marketing agencies will have teams of experts who can work to improve your rankings. Good SEO is essential for online marketing success, and the right digital marketing agency will understand how it works.
PPC Pay-per-click (PPC) is an advertising model where you pay whenever someone clicks through from your ad to your website. When using this model, you are paying for visitors to your site instead of relying solely on organic traffic. This setup ensures that your ad is viewed by potential customers searching for your product or service.

Legal marketing companies are experts in this field and can help you get the most out of your PPC spending. Understanding how to find the right internet marketing company can help businesses create and manage PPC campaigns.
Website Services The best law firm marketing company can also help businesses create and manage their websites. This work includes optimizing the sites for search engines, creating content, and designing the user experience.

Legal marketing companies will have a team of experts who can help you design website services for lawyers that are easy to use and navigate. Online marketing campaigns are only as good as the website they drive traffic to.

A law firm's website is one of the most important marketing tools that the firm has. It is the initial point of contact between the company and most potential clients, so it should be designed to reflect the firm's brand and values.
Social Media Marketing Social media marketing involves using social media to promote your business. Legal marketing companies can help you to get the most out of your social media accounts. This work includes creating and sharing content, engaging with customers, and running paid ads.

Understanding how to find the right internet marketing company can help you create and manage your social media accounts, including those on Facebook, Twitter, TikTok, and more.
Content Marketing Content marketing can include writing blog posts, SEO writing, and developing social media content. The best law firm marketing company can help businesses create and distribute engaging content that drives traffic and conversions.

How much you spend depends on your business size and goals. The agency you hire will likely have a team of writers who can help you produce high-quality content.
Email Marketing Email marketing involves promoting your business to customers and prospects through email. This work can include sending newsletters, coupons, and other promotional material. A law firm marketing agency can help enterprises create and manage email marketing campaigns. Email marketing must be part of an online marketing strategy to be effective.
Design and Branding Creating memorable branding and design is essential for any business, and legal marketing companies can create a brand that customers will remember. A well-designed website and logo will help your firm to stand out from the competition and attract new clients.

The best law firm marketing company can help you to develop a strong brand identity that will distinguish you from your competitors.

Top 10 Best Law Firm Marketing Companies


Rankings is one of the best law firm marketing companies that specialize in providing SEO services to law firms. Chris Dreyer founded the company in 2013. Clients include Jacoby and Meyers, The Levin Firm, and Dolman Law Group.

Cost: Custom.

Pros: Focused on legal, specializes in six niche practice areas, free consultation.

Cons: Only provides SEO services.

BluShark Digital

BlueShark Digital is among the best law firm marketing companies focused on SEO strategy. Technical SEO, link building, and local SEO are some of this company's specialties.

Cost: Custom.

Pros: Mostly focused on law firms, comprehensive SEO knowledge, exclusivity.

Cons: Not DIY, no offline advertising, expensive.


SmartSites is one of the best law firm marketing companies providing PPC marketing, web design, and SEO campaign building. Clients include Anexio, Shulman Law Group, and Anexio Advertising.

Cost: Custom.

Pros: Google Premier Partner, PPC specialty, free proposal.

Cons: Not focused on legal, no pricing information, not the best for content writing.


WebFX is one of the best legal marketing firms focused on SEO, lead generation, eCommerce, and UX. The company was founded in 2006 by Bill Craig in Carlisle, PA.

Cost: All prices are listed on their website. SEO prices are $2,500 per month for the Silver Plan, $5,000 per month for the Gold Plan, and $8,000 per month for the Diamond plan.

Pros: Transparent pricing information, detailed website, comprehensive information about the technology used on projects.

Cons: Not focused on law firms, clients not listed, better for small businesses.

Accel Marketing Solutions

Accel Marketing Solutions is one of the best law firm marketing companies providing services to law firms. This company specializes in web design, SEO, video production, social media marketing, and PPC. Clients include Trombly & Singer PLLC, Loker Law, Butler, Giraudo & Meister, P.C.

Cost: Custom.

Pros: You own the website, diverse legal services, free evaluation, and focus on law firms.

Cons: No cost information.


iLawyer was founded in 2005 and is one of the most highly regarded lawyer marketing agencies. Services include SEO, video production, web design, PPC management, Facebook marketing, and YouTube advertising.

Cost: Custom.

Pros: No long-term contracts, custom sites, works with a limited number of law firms.

Cons: No pricing information, focus on personal injury SEO, no client information.

Juris Digital

Juris Digital is a digital marketing agency for law firms specializing in SEO, website development, content writing, and PPC. Its clients include Flores Tawney & Acosta, P.C., Bullock Legal, and River Run Law.

Cost: Ongoing SEO services start at $2,000 per month. $5,000 per month is the average, and large clients spend $20,000 per month. Other pricing information is on the website.

Pros: You own your website, cost, and client transparency, focused on law firms.

Cons: Expensive.


LawRank is among the best-reviewed lawyer marketing agencies focused on SEO, PPC, and web design. Its clients include Brian White Personal Injury Lawyers, Mission Personal Injury Lawyers, and Lavent Law, P.A.

Cost: Custom.

Pros: Robust SEO services, helpful blog, podcast.

Cons: No pricing information, lack of company information.


Paperstreet is among the best lawyer marketing agencies specializing in SEO, law firm website design, content writing, and branding. Paperstreet has worked on over 2,000 web projects for law firms since 2001. Clients include Fowler Law Group, Henderson Franklin, and Gunter Firm.

Cost: Custom. Four tiers of service are available.

Pros: You own your website, a content management system that allows you to update your website, and a content marketing plan is available.

Cons: Not legal-centric, no pricing information, a confusing array of services.


Postali is one of the most respected legal marketing firms offering web design, SEO, content writing, direct mail, PPC, PR, media relations, and video production. The company started in 2009 as a boutique agency for lawyers focused on direct mail campaigns. Clients include Bevilacqua PLLC and Kisling, Nestico & Redick.

Cost: Custom.

Pros: Many services offered, focused on law firms, deep SEO knowledge.

Cons: No pricing information; the services offered may be overwhelming.

Why Consider Hiring a Marketing Agency

Hiring a marketing agency can save you time and resources. A good agency will have a team of experts in their respective fields, from SEO and law firm PPC services to social media and lawyer content marketing. Legal marketing companies also deeply understand the law and how to market law firms to potential clients.

Law firm marketing is complex, and agencies can relieve the burden of in-house teams. In addition, most agencies offer flexible payment plans, so you only pay for the services you need.

This setup means you don't have to spend time and money training in-house staff or trying to stay current with digital marketing trends. An agency will also have the necessary tools and software to carry out effective marketing campaigns, which can be costly if you purchase them yourself.

Furthermore, a good marketing agency will be up-to-date with the latest law firm digital marketing trends and best practices. It will be able to alter its strategies accordingly to ensure that your campaigns are as effective as possible.

Questions to Ask When Hiring a Marketing Agency

Some questions you may want to ask when deciding how to find the right internet marketing company include:

  • What services do you offer?
  • What are your areas of expertise?
  • Who are some of your clients?
  • Can you provide some examples of your work for law firms?
  • How do you measure success?
  • What is your pricing structure?
  • How often do you communicate with clients?
  • Do you have any minimum contract terms?

As you can see, asking the right questions is important.

The Cost of Hiring a Marketing Agency

The cost of hiring the best law firm marketing company will vary depending on the agency's size, services, and experience. Ask for service estimates, including quotes for website design services and development, SEO, PPC, social media management, and content marketing.

Look at industry average costs and compare them to the agency's pricing. Legal marketing companies may charge higher rates than general marketing agencies, so be prepared.

Your law firm's marketing budget will also vary depending on your law firm's size and goals. A smaller firm with a limited budget may only need essential services like website design and SEO. A more prominent firm may require more comprehensive services, such as content marketing and attorney social media management.

The best way to determine how much you should budget for marketing is to consider your goals and objectives. Once you understand what you want to achieve, you can work with a marketing agency to create a customized plan that fits your budget.

How to Choose Law Firm Marketing Agency: 10 Tips

Knowing how to choose a marketing firm is vital for your company's success. After all, this is the company that will be responsible for helping you promote your law firm and grow your legal business.

With so many choices, it can be hard to know how to choose a digital marketing agency. Legal marketing agencies vary in size, services offered, and pricing. So how do you choose the best one for your business?

Define Your Law Firm Marketing Goals

Your goals will define the type of legal marketing agencies you need. So how do you choose the best law firm marketing agency for your business? Some firms want to dominate their market, while others are satisfied with a steady increase in quality leads. Perhaps your focus is attorney SEO and improving your website's organic traffic.

Maybe you're beginning from scratch and need one of the legal marketing firms that can provide a complete rebranding solution, including a new law firm website design, logo design, and content marketing strategy.

One goal could be to increase the number of leads coming through your website by 50% in the next six months. Legal marketing agencies can tailor their services to meet your specific law firm marketing goals.

You could try to increase revenue by 10% in the next fiscal year. Maybe you want to improve your conversion rate by 2% within the next quarter. Do you want your brand to be seen as more modern or more trustworthy? What type of content will you produce? How often will you blog? Who is your target audience?

Do you have the ability to deal with incoming leads 24/7, or will you need help with that? Securing your attorney reputation online is crucial for any business, but it's vital for many law firms. A single negative review can be devastating.

Are you planning to provide benefits to your community? Which areas of your practice are the most important? Do you want to focus your law firm's marketing strategies on these areas? A law firm's marketing goals could include increasing brand awareness or improving the quality of leads.

Creating realistic, achievable, and measurable goals is the first step in choosing the right marketing agency for your law firm. Legal marketing agencies can help you answer these questions and more.

Look at How They Run Their Own Business

You can discern a lot about an agency by observing how it runs its business. Does it have a modern website? Is it active on social media? Does it blog regularly?

Do a Google search for the firm name. What do you see? Legal marketing agencies should be able to market themselves effectively. If they're not doing so, it's a red flag. From your first interaction, pay attention to how the agency communicates with you. Is it responsive to your inquiries? Does its team seem organized and professional?

You should also review the size of the agency. One of the prominent legal marketing firms may have the resources to handle major law firms, but they may also have too many clients and be unable to give your firm the attention it deserves. Alternatively, a small agency may be more responsive, but it may not have the workforce to handle a large account.

The best marketing companies for law firms are sized correctly for your firm and your needs. Legal marketing agencies come in all varieties, so take the time to find the right fit.

Pay Attention to Case Studies and Reviews

how to choose a law firm marketing agency: case studies

Check to see if actual data support the positive things you've heard about the agency. Are its claims supported by case studies or reviews? What do its past clients say? Legal marketing firms that cannot provide concrete evidence of their success are not worth your time because you have no way to ensure that they can deliver on their promises.

The best agencies will have case studies and reviews that you can easily find on their website or through an internet search.

In addition to the agency's website, look at reviews on their Google Business Profile page. Check for a range of assessments, both positive and negative. Online marketing agencies should be able to get positive reviews from their clients, but no agency is perfect. The key is looking for an agency that responds professionally to positive and negative reviews.

If you see too many negative reviews, that's a red flag. It could mean the agency is not doing an excellent job managing its reputation or that it doesn't have happy clients. Legal marketing agencies should be able to effectively manage their own reputations.

You should also be wary of agencies that only have positive reviews. It's natural for there to be some negative reviews, but if an agency only has positive reviews, it may be because it's paying for them.

Personalized service is the key to success when choosing a law firm marketing agency. You want an agency dedicated to your specific needs and goals.

The best way to find an agency that can provide personalized service is by asking for referrals from other lawyers or businesses in your field. You can also read online reviews to understand what others have experienced with different agencies.

When you're ready to interview potential law firm marketing agencies, ask about their experience in your specific industry. You'll want to know how long they've been in business and what sorts of clients they typically work with.

Inquiring about the agency's success rate in generating new business is also essential. Make sure to get testimonials from past clients to get a sense of the agency's track record.

Make Sure a Law Firm Marketing Agency Understands Your Niche

choosing a law firm marketing company: niche

After you have found some lawyer marketing agencies with experience, you can get more detailed and try to find an agency that specializes in your firm's practice area or niche.

For example, if your firm only handles personal injury cases, you should look for an agency specializing in marketing strategies for personal injury lawyers. The reason for this is simple: a marketing agency that understands your niche will be better able to market your firm to potential clients.

Agency members will know which keywords to use, which content to produce, and which marketing channels to focus on. In short, they can create a robust digital marketing strategy tailored to your firm's needs — one which will get results.

If an agency does not specialize in your firm's practice area or niche, it may still be able to do a good job marketing your firm. However, you must ensure its team members understand your firm's unique needs and are willing to do extra work to learn about your niche.

Double-Check Marketing Agency Contract Conditions

You don't want to get trapped in a long-term contract with a legal marketing agency that is not a good fit for your firm. Before signing a contract, make sure that you understand the terms and conditions. How long is the contract? What are the cancellation policies?

It's also vital to ensure you can get out of the contract if you're unhappy with the results. Some agencies may require you to give them a certain amount of notice before canceling your contract. Others may charge a cancellation fee.

The best law firm marketing agencies will not tie you into a long-term contract and will not charge a cancellation fee. This approach shows they are confident in their ability to deliver results.

Explore Law Firm Marketing Agency KPIs

Key Performance Indicators (KPIs) measure a legal marketing agency's success. The KPIs you should look for will depend on your law firm's goals. For example, if your goal is to increase brand awareness, you should look for legal marketing companies with proven experience in raising brand awareness for their clients.

If your goal is to generate more leads, you should look for an agency with a track record of generating more leads for its clients.

The best way to discover an agency's KPIs is to ask about them. The agency's members should be able to provide you with data that shows how they have helped their clients achieve specific goals.

You also need to know how an agency will measure your firm's success. The metrics it tracks should align with your firm's goals. Many of these are search engine optimization metrics.

For example, if your goal is to improve brand awareness, your agency should track metrics such as website traffic, social media reach, and organic search traffic. If your goal is to create more leads, it should track metrics such as the number of leads generated and the cost per lead.

Bounce rate is a metric often used to measure the success of a website. However, it is not a good metric to use if your goal is to generate more leads. A high bounce rate simply means that people are coming to your website and leaving without taking any action.

Bouncing doesn't mean that they are not interested in your firm. It could simply mean they could not find what they were looking for on your website. Law firm marketing is all about developing new clients and understanding how to make the acquisition process seamless.

Ask for a Comprehensive Pricing Plan

choosing a law firm marketing company: pricing plan

You should reach out to a few different law firm marketing agencies and ask for their pricing plans.

A pricing plan should be comprehensive and will be a major factor in deciding how to find the right internet marketing company. Each plan should include all of the agency's digital marketing services.

Service fees vary among agencies. Some charge hourly, some charge a project rate, and some charge a retainer plus commission on media placement. The last setup is the most common. A retainer is a monthly fee paid in advance to cover the costs of marketing expenses.

A retainer secures the agency's time and resources for your exclusive use, while a commission is a fee charged only when media placements are made. This fee compensates the agency for investing time and effort to secure the placement.

The pricing plan should include information on additional costs, such as content creation or graphic design. You should also ask the agency how it bills its clients. Some agencies may bill clients monthly, while others may bill them after each project is completed.

Your best way to compare pricing plans is to ask for a proposal from each agency. The proposals you get should include a detailed breakdown of the services offered and how much each service costs. Digital marketing agencies should be transparent about their pricing.

Pricing quotes should also include a timeline for each project. This breakdown will show how long the agency will take to complete your project and how much it will cost.

Explore All Marketing Agency Services

choose a law firm marketing agency: Explore All Marketing Services

Look at the marketing agency's options and see if they offer any services your firm could benefit from. Some agencies offer a wide range of services, while others specialize in a particular area.

For example, some agencies offer SEO services for lawyers and PPC services for lawyers, while others provide social media marketing services. Some legal marketing companies also offer content creation services like legal blog writing or infographics design.

You should also ask the agency if it offers other services, such as web design or graphic design. Successful marketing campaigns require a variety of different skills. While you may not need all of these services now, it's good to know that the agency can provide them if you need them in the future.

Make Sure It Will Report Regularly

Reporting is an integral part of any marketing project.

You should ask the agency how often it will report to you and what type of reports it will provide. Some agencies may provide weekly or monthly reports, while others only offer reports after completing each project.

The type of report you receive will also depend on the agency. Some agencies may provide a detailed report that includes data and analytics, while others may only offer a summary of the work they have completed. You should also ask the legal marketing agency how it will report its progress.

Some legal marketing companies may provide you with a dashboard where you can track your campaign progress, while others may only send you a report after they have completed each task.

Give Them a Test

This approach is one of the most crucial concepts for understanding how to choose a digital marketing agency.

You should ask the agency to provide a sample of its work. This sample will let you evaluate the agency's quality and see how it handles projects. Some agencies may charge for this service, while others may provide it for free. You should also ask the legal marketing agency for references from previous clients.

Find a Real Marketing Agency's Client

choose a law firm marketing agency: client testimonials

A great way to find a good marketing agency is to ask for referrals from their clients. This approach will give you a better feel for what it's like to work with the agency and if it can deliver results.

You should also obtain references from the agency's previous clients. Find out whether they received a dedicated account manager. You can also search for reviews of the legal marketing company online. This work will help you to understand the agency's reputation and whether it is a good fit for your firm.

Bonus: if you want to know more about what goes into choosing a law firm marketing agency, beyond what we go over in this article, then listen to Sasha Berson discuss the topic with Steve Fretzin on the "Be That Lawyer" podcast here.

In-House vs. Hiring a Marketing Agency?

Quality, tools, consistency, and experience are the keys to this decision. Here's a look at each:


  • In-house teams at law firms have an intimate knowledge of their companies
  • They also have more control over the quality of their work
  • On the other hand, law firm marketing companies have a deep bench of experts
  • They also have access to the latest tools and best practices
  • They're focused solely on marketing, so you can be sure that quality is their top priority
  • They can provide a dedicated account manager to oversee your campaigns


  • In-house teams often don't have the budget for the latest and best marketing tools
  • Even if they do, they may not have the time or expertise to use them effectively
  • Law firm marketing agencies have the budget and expertise to use the latest tools
  • They also have more access to tools than most in-house teams


  • In-house teams are often pulled in different directions by other departments
  • Lawyer marketing agencies are focused solely on marketing
  • This focus allows them to be more consistent with the marketing message
  • Proper focus helps ensure that all marketing efforts are aligned with the company's goals


  • In-house teams often have limited experience
  • They also tend to be more siloed, limiting their ability to think outside the box.
  • This siloing can lead to stagnation and a lack of innovation
  • Law firm marketing agencies have a wealth of experience
  • They also have a team of experts who can offer different perspectives
  • As you can see, there's a lot to consider, but marketing agencies tend to be the right choice in most situations.

Getting the Right Help to Grow Your Firm

Hiring a law firm marketing agency can be a great way to get the word out about your firm and attract new clients. However, knowing how to choose a digital marketing agency for your firm is essential. Make sure you research and ask the right questions before making a decision. And when in doubt, always ask for referrals from other law firms.

Finally, don't forget to check agencies' contract conditions before signing anything. Once you've found the right law firm marketing companies, you can focus on what you do best: practicing law.

Contact Grow Law Firm today to work with a professional, high-performance digital marketing company for law firms.

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Top techniques for busy lawyers to bring in more clients in 2023
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February, 2nd
1.30 pm CST60 minutes
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    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

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