A legal marketing agency is an agency that provides marketing and advertising services tailored specifically for law firms and legal professionals. These agencies promote legal services, enhance law firms' online presence, and attract potential clients through strategies like: 

• Search engine optimization (SEO) 
• Content marketing 
• Social media management (SMM) 
• Paid advertising campaigns 

They work with designers, developers, vendors, journalists, sales staff, and other stakeholders to generate awareness, boost recognition, and increase the law firm's client base. 

Legal marketing agencies help legal businesses solve unique challenges like: 

• Difficulty standing out in a crowded legal market 
• Balancing creativity and compliance in marketing content creation 
• Reaching and engaging potential clients online 
• Building a solid and professional online presence 
• Managing online reputation and responding to reviews 
• Keeping up with digital marketing trends and technologies 
• Effectively measuring the ROI of marketing efforts 
• Balancing marketing activities with legal practice demands 

With more than 80% of legal firms hiring an outside marketing agency, legal marketing has become an indelible aspect of the modern legal services sector. The legal process outsourcing industry, which includes legal marketing services providers, is expected to grow by more than $38 billion by 2027, with a steady growth rate of 27%. 

Success story 

Our expert team has picked the following success story as a perfect illustration of how a legal marketing company can help law firms market their brand to audiences online: 

• Challenge: The Dolman Law Group, a law firm specializing in personal injury cases, hired Rankings to optimize its website, attract visitors, and generate leads. The firm also needed to improve search rankings, as it fared poorly, and its keywords failed to attract the right visitors. 
• Solution: Rankings used its proprietary Attorney Ranking System methodology to develop and implement a strategy to boost the Dolman Law Group’s website to the top of the search engine rankings. The firm also conducted an SEO audit to determine the site’s core issues and optimized its content to convert visitors and bring in qualified leads. It also trained in-house staff to use SEO tools like Ahrefs and Open Site Explorer to independently monitor and adjust their SEO efforts. 
• Results: After partnering with Rankings, Dolman Law Group grew organic traffic by 4x. The firm also had 20+ new cases per month from new clients visiting the site, bringing in approximately $170,000 in attorney fees billed per month. 

Legal marketing agencies promote law firms and help them attract new clients. Unlike general marketing agencies, legal marketing companies deeply understand regulations, ethical considerations, and other legal industry nuances and tailor marketing campaigns and strategies accordingly. 

Some of the key services a legal marketing agency typically provides include: 

• Branding 
  They create strong brand identities for law firms, including crafting a clear message about their areas of expertise and their unique selling points (USPs). 
• SEO 
  Legal marketing companies improve the law firm’s website ranking in search engine results through targeted on-page, off-page, and technical SEO strategies. 
• Pay-per-click advertising (PPC) 
  They use paid search and social media ads to attract and connect with potential clients and generate leads. 
• Traditional advertisements 
  Agencies procure and manage ad time and space on traditional ad channels like radio, TV, and billboards, targeting a more localized audience.  
• Content creation 
  They create blog posts, articles, guides, and other informative and engaging content that address the target audience’s legal concerns and establish the client’s expertise in the field. 
• Video marketing and production 
  Legal marketing agencies can create and market high-quality videos to promote the law firm. These videos can be informational or promotional. 
• Email marketing 
  They develop, implement, and refine email marketing tactics and campaigns to reach and engage new and existing customers. 
• SMM 
  They handle the law firm’s social media profiles to post ads and promotional content, engage with followers, and respond to queries. 
• Website design and development 
  Marketing agencies can design and develop user-friendly and informative websites that showcase the firm’s unique branding and what it can offer to potential clients. 
• Public relations (PR) 
  They manage the firm’s reputation by creating and publishing press releases, responding to feedback, and crafting crisis management plans. 
• Analytics and performance monitoring 
  Using analytics tools, they track the performance of marketing campaigns, leveraging the insights to adjust and optimize their efforts for improved performance. 

Success story 

The variety of services that legal marketing agencies can provide for legal clients is best exemplified by this story: 

• Challenge: Attorney Brian White, a Texas-based personal injury lawyer, partnered with LawRank to revamp its online marketing initiatives. The firm’s website had poor traffic and leads, with low organic rankings and no local visibility. 
• Solution: LawRank built a new website from the ground up. It identified keywords and search topics that generated the most interest from targeted audiences. Using these insights, it created pages, blogs, and articles to give the firm’s new website relevant, high-quality content. The agency also created Brian White’s social media profiles and developed a Google My Business profile to improve its local presence. 
• Results: Within a year, the firm saw a 92% growth in website traffic and a 1,132% increase in first-time calls. The higher site traffic was also credited for the 100% increase in contact form submissions within the same year. 

Legal marketing companies typically charge an average monthly rate of $900 to $20,000. The total cost is affected by various factors, including the agency's size and reputation, the project's scope and timeline, and technology and advertising fees. 

Here is a general range for marketing agency costs: 

• Hourly rates: $100-$500+  
• Monthly retainers: $900-$20,000 
• Email marketing: $300-$1,500 
• PPC: $350-$5,000 
• SEO: $1,500-$5,000 
• Performance-based fees: 15-25% of the revenue generated by marketing campaigns 

The top 50 legal marketing agencies on DesignRush charge an average of $110/hour. 18% of the agencies accept projects with a budget of less than $1,000, which is suitable for most small-scale marketing campaigns. In contrast, less than 1% require a $50,000 minimum budget in exchange for extensive resources, bespoke marketing strategies, and premium services. 

You should hire a legal marketing agency to effectively promote your law firm, reach and engage potential as well as existing clients, and stay competitive in the legal industry. Their digital marketing, SEO, and public relations expertise allow them to develop strategic campaigns to attract new prospects and build brand awareness.  

Hire legal marketing agencies because they can: 

• Provide extensive expertise in marketing to the legal industry 
• Navigate and comply with advertising regulations for lawyers 
• Implement effective SEO and online presence management  
• Create promotional content targeting niche audiences 
• Manage social media strategies and campaigns 
• Set up and manage pay-per-click (PPC) advertising  
• Improve lead generation and client acquisition initiatives 
• Maintain and improve reputation of the firm to the general public 

Success story 

The benefits mentioned are showcased in the following example from Edwards & de la Cerda’s rebrand into DFW Personal Injury Lawyers: 

• Challenge: Edwards & de la Cerda, a personal injury law firm, approached MeanPug to revamp their branding under the new name DFW Personal Injury Lawyers and set itself apart from its competitors in Texas. The agency also built a new website to help the firm rank highly in the state for personal injury keywords.  
• Solution: MeanPug decided to build DFW Injury Lawyer’s brand and website under the slogan “Bring in the Muscle,” with a prominent call-to-action, contact forms, and other messaging emphasizing this rebrand. The agency also launched a comprehensive marketing campaign that included personalized social media marketing posts, purchases of ad time on billboards and TV, and both onsite and off-site SEO content strategies to boost visitor engagement. 
• Results: After rebranding, the DFW Injury Lawyers website gained up to 8,600% increased conversions and nearly a 1,000% increase in new visitors. The site also received numerous industry awards, including Best UI and UX Design and Best Innovation by the CSS Design Awards. 

To choose a legal marketing company for your business, follow these steps: 

1. Establish your goals  
   Define what you want to achieve by hiring a marketing agency. Are you looking to generate more leads, build brand awareness, or increase website traffic? Knowing your objectives will guide your search for the right agency. 
2. Set a budget 
   Legal marketing agencies offer different price points depending on the services they provide and the project's scope. Determining how much you can allocate for marketing spend can narrow your choices. 
3. Search for prospects 
   Some good places to start searching are Google and agency directories like DesignRush. You can also ask your local bar association if they can recommend a specific agency. 
4. Create a shortlist 
   Once you have a handful of options, contact each and request a meeting. Prepare a request for proposal (RFP) to help verify whether your prospects meet your needs. 
5. Check their track record 
   Ask for portfolios and case studies of their past work, especially within your specific practice. These can give an idea of the level of skill and experience the agency has and its capability of delivering results.  
6. Consider a specialist 
   While general legal marketing agencies can be helpful, an agency specializing in your specific practice, such as personal injury or family law, will better understand your target audience. 
7. Assess their experience 
   Check how long the agency has been working with law firms. Ask if they have won any awards or possess certifications highlighting their proficiency and standing with the industry. 
8. Read their reviews 
   Client feedback is a simple yet effective way to learn how reliable an agency is in meeting their deliverables, how easy it is to collaborate with them, and if they are transparent with their processes. 
9. Review proposals  
   Check each proposal for clearly defined marketing goals and key performance indicators (KPIs), how the agency intends to achieve them, and how they will track progress and success.  
10. Negotiate and discuss expectations 
    Ideally, the agency should have performance-based pricing models that incentivize results. Discuss any potential return on investment (ROI) and how you will get the best value out of your partnership. 
11. Make a decision 
    Select the agency that best aligns with your law firm’s marketing needs, budget, and culture.  

Need help finding a legal marketing agency? Visit our Marketplace and give us details about your project. We’ll connect you with five suitable agencies based on your requirements for free. 

To find the best legal marketing agency that fits your budget on DesignRush, start by filtering your search. Each category in our directory has a filter option displaying agencies – with budget requirements ranging from $1,000 to $50,000.  

Among the top legal marketing agencies that accept projects according to specific project budgets are: 

You can also browse agency profiles according to location, areas of expertise, team size, and hourly rates. Make sure to compare multiple legal marketing companies so you can get the most competitive rate for your project.

The key success metrics in legal marketing that you need to track include: 

• Lead generation and client acquisition 
  The number of qualified leads generated by marketing campaigns and the number of those leads converted into paying clients. 
• Cost-per-acquisition (CPA) 
  The total cost is divided by the number of new clients acquired. To ensure success, the CPA should be kept at a minimum. 
• Return on investment (ROI)  
  The financial benefit the law firm receives from the marketing agency's efforts. A positive ROI is a reliable indicator of successful marketing campaigns. 
• Conversion rate optimization (CRO) 
  The percentage of visitors who take a desired action, such as making an inquiry or requesting a consultation. The higher the CRO, the higher the client’s ROI and the better the user experience. 
• Search engine performance 
  Legal marketing agencies track SEO performance metrics, such as keyword rankings, organic search traffic, and backlinks, to optimize the client’s website, social media, and other off-page elements. 
• Social media engagement 
  Metrics such as follower count, mentions, comments, and shares can show how effective a firm’s social media campaign is and adjust strategies accordingly. 
• Email marketing metrics 
  Various email performance metrics, such as email open rates, click-through rates, and unsubscribe rates, can help determine the effectiveness of an email campaign and enable marketing agencies to improve its performance. 
• Pay-per-click (PPC) metrics 
  For PPC advertising campaigns, agencies track click-through rates, conversion rates, and average cost-per-click to check the campaign’s progress. 
• Custom key performance indicators (KPIs) 
  Legal marketing companies also work with law firms to identify customized KPIs tailored to the firm’s audience, practice areas, locations, and specific objectives. 

The questions you should ask legal marketing companies before hiring one include: 

Its Relevant Background 

1. What’s your experience with clients in the legal industry?  
2. Do you have experience working with firms in my practice area?  
3. What is your team’s legal marketing expertise?  
4. Do you have any notable success stories relevant to our case?  
5. Are you up to date with the latest marketing trends?  
6. What’s your pricing structure, and what is included?  
7. Can you provide references from past clients?  

Its Services and Processes  

1. What type of services do you offer?   
2. What services would you recommend that align with our objectives?  
3. What tools and technologies do you use? 
4. How do you measure the success of your marketing campaigns?  
5. What is your process for communication and reporting?  
6. Do you offer any guarantees or money-back policies?  
7. How do you handle the termination of the contract?  

Relevant To Your Project  

1. How will you develop a marketing strategy for my firm?  
2. Who will handle our account?  
3. Are our marketing objectives realistic?  
4. Do we need to set up and maintain a social presence?  
5. Do we need to run a blog? Who will make its content?  
6. Do we need to create videos?  
7. What is the estimated timeline for our project?  
8. Do we need to procure specific campaign software or equipment?   
9. When should we expect tangible results?  
10. How often should we expect reports? 

The best legal marketing agencies in the US are: 

• Rankings 
  • 4.9 stars in DesignRush (20 reviews) 
  • 5.0 stars Google (44 reviews) 
  • Top clients: Dolman Law Group, Rawlins Law, Ed Bernstein & Associates, The Bruning Law Firm 
• MeanPug 
  • 4.5 stars in DesignRush (3 reviews) 
  • 5.0 stars Google (17 reviews) 
  • Top clients: DFW Injury Lawyers, The Fried Firm, Pinkham & Associates APLC, Simon Sierra Injury Lawyers 
• LawRank 
  • 4.8 stars in DesignRush (8 reviews) 
  • 4.9 stars Google (77 reviews) 
  • Top clients: Shaked Law, Rosenbaum & Rosenbaum P.C., Stephens Law PLLC, Allen Law Firm 
• HigherVisibility 
  • 4.9 stars in DesignRush (19 reviews) 
  • 4.5 stars Google (137 reviews)  
  • Top clients: ManfredLaw.com, Alverson & O’Brien P.C., Levinson Law Group, Sitkoff & Hanrahan, LLP 
• SmartSites 
  • 5.0 stars Google (44 reviews)  
  • 4.9 stars in DesignRush (621 reviews) 
  • Top clients: Berman & Bishop, Newark Academy, Stubbs & Wootton, Walker & Hawkes