Marketing
for law firms

What people search before they hire a lawyer

Marketing for law firms works when it starts from the moment of trouble. Someone was arrested last night, got served divorce papers or was hurt at work. They search "DUI lawyer near me", "how much does a divorce cost in Ohio" or "can I sue my employer for an injury", read two or three pages and call the firm that seems to understand their situation. The page that answers the question in plain English, shows who will handle the case and offers a way to talk today wins the call.

I build one page per matter type, with the steps of the process, typical timelines, what to bring to a consultation and how fees work (flat fee, hourly, contingency). Attorney bios with real photos and bar admissions build trust better than a generic skyline.

State bar advertising rules

Attorney advertising is regulated by each state, mostly built on the ABA Model Rules 7.1 to 7.3: no false or misleading communications, limits on direct solicitation, and rules on calling yourself a specialist. On top of that, details vary a lot. New York requires the label "Attorney Advertising" on many communications. Florida and Texas have formal review or filing processes for certain ads. Past results and testimonials often need disclaimers. I write copy that stays factual and modest, and you or your ethics counsel approve it before publication. I am not your lawyer, so the final call on compliance stays with you.

Paid search in an expensive market

Legal keywords are some of the most expensive in Google Ads, especially for personal injury, mass torts and criminal defense in big metros. That makes discipline essential: narrow campaigns per matter, ads that run only when someone can answer the phone, call tracking, and conversion data that counts signed cases, not just form fills. Google Ads management for a firm means reviewing search terms every two weeks and cutting what does not lead to consultations.

Google Local Services Ads with the Google Screened badge exist for many legal categories. You pay per lead, and the leads come straight from Google's own listing. I explain how they compare in Google Local Services Ads.

Intake decides the return

The best campaign fails if calls go to voicemail. A simple system fixes most of it: call tracking per channel, an after-hours answering option, a short form that collects the matter type and contact details, and a CRM that puts each inquiry in front of someone within minutes. Avoid collecting sensitive details in web forms; a short call is safer.

Working with a firm from Europe

I work remotely with firms across the US, from solo practices in Philadelphia to small firms in Atlanta. Calls happen on Zoom in your morning. I speak Polish, Russian and Ukrainian, which helps firms that serve those communities. I do not write Spanish copy; if your clients need it, your own translator provides it. Everything, from the domain to the Google Ads account, is registered in the firm's name.