Law Firms & Legal Services
Marketing for law firms, by practice area
Legal is the most expensive search category in most markets and the most heavily constrained by professional conduct rules. What works depends almost entirely on the practice area, which is why these pages are written separately.
The category
What these businesses have in common
Legal is the most expensive category in paid search in most markets, and the most likely to have marketing spend disappear without a traceable case behind it. It is also the category where a firm can quietly waste a year on the wrong practice area.
These pages are written per practice area because the businesses genuinely differ. A personal injury practice and a family law practice share a professional body and almost nothing commercially.
Where they split
And where a single strategy stops working
These differences are the reason the pages below are written separately rather than as one page with the business type swapped out.
- Urgency differs completely. Someone arrested last night behaves nothing like someone planning an estate, and the marketing has almost no overlap.
- Case economics range from a few hundred dollars of fixed-fee work to contingency matters worth six figures, which changes what a signed case is worth and therefore what you can spend to get one.
- Emotional state varies enormously. Family and criminal clients are often distressed and privacy-sensitive; commercial clients are evaluating competence and cost. The same page cannot address both.
Last updated · Reviewed by Zubair Afzal