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Home / Industries / Law firms
Digital marketing for law firms
Quick summary: This page is for solo lawyers and small firms deciding where to put a marketing budget. It leads to four services: local SEO for the Google map, SEO for the whole website, AEO | GEO for AI answers, and SEO content for practice-area pages. Pick the row that matches your problem and go to that page.
Which service does your firm need?
| Service | What it does for a law firm | Who it suits | Page |
|---|---|---|---|
| Local SEO | Gets the firm into the three map results for searches like "DUI lawyer near me" | Firms with an office clients visit and at least 10 Google reviews | Local SEO for law firms |
| SEO | Covers the whole site: practice-area pages, technical health, links and intake | Firms that already show on the map and want cases from the standard results | SEO for law firms |
| AEO | GEO | Makes the firm easy for ChatGPT, Gemini and AI Overviews to confirm and name | Practice areas people research for weeks, such as estate planning and family law | AEO | GEO for law firms |
| SEO content | Practice-area pages, area pages, FAQs and rewrites, approved by a lawyer | Firms whose site has one "Practice areas" page doing the work of ten | SEO content for law firms |
How do clients find a lawyer today?
Most people ask someone they know and search on their own, often both. In Clio's 2019 Legal Trends Report, a survey of 2,000 consumers, 59% of people looking for a lawyer sought a referral and 57% searched on their own.
Those searches land in three places:
- The map pack. Hire-now searches are large. Ahrefs Keywords Explorer shows about 404,000 searches a month in the United States for "personal injury lawyer" and about 308,000 for "divorce lawyer". Google often shows a map with three firms for searches like these.
- Organic results. Cost and process questions land on web pages.
- AI answers. Open questions, such as how to choose a lawyer, often get an AI summary that names its sources.
In the same Clio study, researchers emailed 1,000 firms and called 500. Only 40% of firms answered the email, and 56% of calls were answered by a person. Answering the phone is part of marketing.
Where should a law firm start?
- New firm, or new office. Verify the Google Business Profile at the real office, claim the state bar listing, and ask each client for a review as matters close. The Local SEO program needs 10 reviews and a 3.5-star rating, so the first job is earning them.
- Established but missing from the map. Start with local SEO for law firms. The program starts at $850/mo per location.
- Ranking, but the phone is quiet. The fault is usually on the site: thin practice-area pages, a slow mobile page, or an intake form nobody answers. Start with SEO for law firms.
- Clients who research for weeks. Add AEO | GEO and SEO content. They come as one bundle.
Related pages and guides
Common questions about digital marketing for law firms
What is the best marketing for a small law firm?
For most small firms it is local SEO, because hire-now searches end at the three firms on the map.
How much does law firm marketing cost?
The Local SEO program starts at $850 a month per location. Bundles and the full agency stack are quoted, and current rates are on the packages page.
How long before a law firm sees results?
First map grid movement usually shows in 1 to 3 weeks, and the top 3 on competitive terms takes 30 to 90 days. SEO content takes 3 to 6 months for steady gains.
Do attorney advertising rules apply to a firm's website?
Yes. A website, a Business Profile and an ad are all communications about legal services, so your state's advertising rules apply, starting with its version of ABA Model Rule 7.1. A lawyer at the firm should approve anything published in its name.
Does Galli Local work only with Pennsylvania firms?
No. Galli Local is based in Bellefonte, Pennsylvania, and works with firms remotely across the United States.
See where your firm stands on the map
Request a meeting. It includes a free map grid audit of your main practice-area keyword.