What does law firm marketing actually involve?
| Channel | What it does | Speed | Best for |
|---|---|---|---|
| Website | Turns visitors into enquiries | The foundation | Every firm |
| SEO | Gets practice-area pages found on Google | 3 to 12 months | Steady, lower-cost enquiries |
| Local SEO | Gets you into the map results | 2 to 6 months | High street firms |
| AI visibility | Gets you named in AI answers | Months, and still evolving | Firms that want to be early |
| Google Ads | Puts you at the top today | Days | Urgent areas, new offices |
| Content | Guides and pages that answer client questions | Ongoing | Building authority |
Where do most law firms waste marketing money?
- Ads pointing to the homepage. A divorce enquiry that lands on a page about everything you do usually leaves.
- Chasing national terms. "Personal injury solicitor" is a national bidding war. "Cycling accident solicitor Wandsworth" is winnable.
- No tracking. If you do not know which channel produced last month's instructions, you cannot cut the one that did not.
- Ignoring the website. No amount of traffic fixes a site where the price page is impossible to find.
How do we work?
- Work out what a client is worth in each practice area.
- Fix the website first, so every pound spent afterwards converts better.
- Add SEO for the long term and Google Ads for the areas that need enquiries now.
- Report monthly on enquiries by channel, not just clicks.
What does it cost?
Websites
Group
From £7,500
Multi-office firms and firms with 20+ fee earners
Practice
From £3,995
Firms with several practice areas and teams
Starter
From £1,995
Sole practitioners and single practice-area firms
Hosting and care: £65 a month, rolling, 30 days' notice. Quotes are held for seven days.
SEO and AI visibility
Authority
£3,997 per month
Growth
£1,997 per month
Local
£497 per month
Rolling monthly, 30 days' notice, no minimum term. No ranking, citation or revenue outcome is promised, because Google and AI providers decide those.
Google Ads
Scale
£1,497 management fee per month
Growth
£997 management fee per month
Local
£497 management fee per month
One-off setup: £495 (account audit or build, conversion tracking, first landing page brief). Ad spend is paid directly to Google from your own account, never marked up. Rolling monthly, 30 days' notice.
Frequently asked questions
What is the best marketing for a small law firm?
For most high street firms: a clear website with SRA price pages, a properly set up Google Business Profile with steady reviews, and practice-area pages that answer real questions. Google Ads works well on top for urgent areas like criminal or employment.
How much should a law firm spend on marketing?
There is no single right figure. Start from what a new client in each practice area is worth, and work back to what you can afford to pay to win one. We help you do that maths before you spend.
Should we do SEO or Google Ads?
Ads bring enquiries quickly but stop when you stop paying. SEO is slower but builds something you own. Most firms benefit from ads in their most urgent practice area while SEO builds up for the rest.
Do you manage social media?
No. We focus on the website, search, AI visibility and Google Ads. Our social media guide covers what works if you run it in-house.
Are there rules on how law firms can market?
Yes. The SRA requires publicity to be accurate and not misleading, and bans unsolicited approaches to members of the public. Ads also fall under the CAP Code. We write with those in mind, and your COLP has final sign-off.