How To Choose A Marketing Agency For Your Law Firm

Dec 7, 2023

Patrick Carver

Hi, I’m Patrick Carver / CEO of Constellation Marketing

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In an era when every click holds the potential for client connections, digital marketing has become a beacon guiding your law firm to prominence.

Your legal expertise deserves more than just acknowledgment: it craves the spotlight.

We understand that finding the right law firm marketing agency isn’t just a choice—it’s a pivotal moment in shaping your firm’s digital identity.

Read this article to prepare yourself for a journey where your law firm and the right marketing agency intersect to co-create a narrative of growth and success.

Understanding Your Law Firm’s Marketing Needs

Looking for a new marketing agency demands a crucial first step: a deep dive into your law firm’s goals and needs. Let’s explore the importance of setting the groundwork before venturing further—your roadmap to success begins with a clear understanding of where you want to go.

Assessing Your Current Marketing Strategy

Evaluating your current marketing tactics provides insights into what resonates with your target audience and ensures that your future marketing efforts are not just steps forward but leaps toward success.

The SWOT analysis is perfect for dissecting and elevating your marketing strategies. This acronym stands for strengths, weaknesses, opportunities, and threats. Picture it as your law firm’s compass, offering a 360-degree view of your marketing terrain.


Your law firm’s inherent advantages take center stage here. Identify and leverage what sets you apart—a world-class reputation, specialized expertise, or a unique approach. Understanding your strengths empowers you to amplify what’s already working.


Acknowledge and address any weaknesses in your marketing approach. Are there gaps in your online presence? Are specific strategies falling short? Identifying your shortcomings is a crucial first step toward fortifying your marketing foundations.


The digital landscape is ever-evolving, presenting new avenues for growth. Recognize emerging trends, technological advancements, or under-served niches in the legal market. Seizing these opportunities ensures your efforts align with the dynamic needs of your audience.


External factors that impede your marketing success fall under this category. These threats may be increased competition, shifts in consumer behavior, or technological disruptions. Identifying them enables you to navigate challenges and protect yourself from potential pitfalls.

Identifying Your Marketing Goals

Outlining clear marketing objectives helps you chart a strategic course that aligns with your firm’s online marketing aspirations. Whether it’s elevating brand awareness to establish a prominent legal presence, acquiring more clients to expand your clientele, or enhancing online visibility to reach a broader audience, each goal shapes your firm’s narrative and impact.

Setting SMART goals guarantees that your marketing efforts are strategic, measurable, attainable, relevant, and time-bound. Understanding and prioritizing your marketing goals will strengthen your position in the competitive legal market and pave the way for effective strategies that drive success.


Specify what you want to achieve. Clearly define the aspect of brand awareness, client acquisition, or online visibility you intend to enhance.

For instance, aim to increase website traffic by 20% within the next quarter.


Establish concrete metrics to track progress. Whether acquiring more clients or enhancing social media engagement, ensure you have quantifiable indicators.

For example, set a goal to gain ten new clients each month.


Create realistic goals that are attainable and consider your current resources, team capabilities, and market conditions.

An achievable goal would be to increase online visibility by optimizing law firm SEO practices and content marketing.


Align your goals with your law firm’s objectives. Ensure they contribute to the growth and success of your legal practice whether in bankruptcy, immigration, criminal, or family.

For instance, enhance thought leadership by regularly publishing articles on your website and in legal publications.


Establish a clear time frame for achieving your goals. Doing so adds a sense of urgency and helps to monitor progress over a defined period.

A time-bound digital marketing strategy would be to boost brand awareness by launching a targeted social media campaign with a start and end date.

Budget Considerations

Setting a marketing budget requires a thoughtful analysis of your firm’s needs and financial considerations.

Begin by assessing the goals you aim to achieve through your marketing campaigns. Tailor your budget to align with these objectives, allocating resources where they will be most impactful. Consider the marketing channels that resonate with your audience and complement your legal services.

By understanding the needs of your law firm and engaging in financial planning, you set yourself up for success in a competitive legal market.

Criteria for Choosing a Law Firm Marketing Agency

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Having pinpointed your marketing goals and allocated your budget, let’s discuss the primary components to consider when selecting the best digital marketing agency for your firm.

Expertise in Legal Marketing

Your law firm operates in a niche with unique nuances. Generic marketing approaches will fall short in capturing the essence of your practice.

A marketing agency with industry-specific knowledge knows how to navigate the intricacies of legal marketing. They understand the language, regulations, and client expectations specific to the legal industry. This specialized expertise ensures your marketing efforts resonate with your audience, positioning your law firm as a credible authority.

Portfolio and Past Success Stories

When choosing a legal marketing agency, ensure their track record aligns with your goals. Don’t hesitate to ask each agency for past success stories, especially those within your practice area.

Evaluate their previous work with other law firms to gauge their expertise and effectiveness. In your discussions with potential agencies, inquire about client outcomes and the specific impact on revenue and visibility.

As an example, explore this case study from Constellation Marketing, exemplifying what you should seek when evaluating law firm marketing agencies:

The Law Office of Valery Nechay invested in one of our comprehensive marketing plans. With a focus on SEO optimization targeting criminal law keywords, the result was nearly $7,000 in free traffic from Google. Within only one year, Valery Nechay’s firm achieved first-page rankings for over 283 keywords on Google and experienced a remarkable 3X increase in revenue.

Services Offered

When reviewing law firm marketing companies, look for agencies that offer a collection of services. Here’s a handy list of the top legal marketing services your new agency should provide:

  1. SEO (search engine optimization) should be at the forefront, ensuring your law firm’s website ranks prominently in relevant online searches.
  2. Effective advertising strategies for law firms are crucial, including PPC (pay-per-click) and email marketing campaigns.
  3. Social media marketing helps to establish your firm as a credible authority.
  4. A law firm marketing firm should excel at goal-oriented web design strategies and create a law firm website design that attracts potential clients and ranks high on Google’s organic search results engines.

Selecting an agency that provides these services ensures a holistic marketing approach, helping your law firm grow its online presence and enjoy skyrocketing success.

The Law Firm Marketing Company Selection Process

Find the right legal marketing agency to help build your firm’s solid online presence with our expert tips!

Researching Potential Agencies

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As an attorney, you know that research empowers you to make more informed decisions. Therefore, it should be an integral component of choosing a marketing partner.

Begin by exploring online reviews and testimonials, as these provide valuable insights into the real-life experiences of other clients. Analyze multiple case studies to get a clear picture of the agency’s track record.

Next, pay close attention to authority links, which are reputable websites endorsing the agency. These links act as a vote of confidence in the firm’s credibility and expertise. Similarly, endorsements from industry influencers or notable legal figures provide an additional layer of assurance.

Your research is not just about gathering information; it’s about acquiring enough knowledge to confidently select an agency that aligns with your law firm’s needs and goals.

Conducting Interviews and Meetings

Conducting interviews with prospective marketing companies is crucial for ensuring a successful partnership. During initial interactions, ask about the agency’s marketing approach and determine if it aligns with your vision.

See if they have a proven track record of providing digital marketing services for law firms, and ask what strategies they use to attract potential clients within your legal niche.

Take note of the most critical questions to ask during the interview process:

  1. How do you tailor your services to suit each firm’s unique needs?
  2. Can you provide examples of successful marketing campaigns within the legal industry?
  3. What strategies do you employ to enhance online visibility?
  4. How do you measure the success of your marketing efforts for law firms?
  5. Can you outline your approach to content creation for legal practices?

By engaging in these discussions, you gain a deeper understanding of the company’s capabilities and help ensure a more successful partnership.

Making the Decision

When it comes to choosing a law firm marketing company, it’s essential to consider these factors before reaching your verdict:

  • Assess the compatibility between your firm’s goals and the marketing company’s approach.
  • Ensure the agency is open about its strategies, procedures, and pricing structures.
  • Evaluate their communication style and responsiveness, as ongoing collaboration relies on open and timely dialogue.
  • Trust your instincts and professional judgment—this partnership is a crucial investment in your law firm’s growth.

Remember, decision making is as much about aligning visions as it is about establishing a trustworthy partnership.

Building a Successful Partnership

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Building a highly successful marketing partnership involves setting clear goals, maintaining transparency, and adjusting strategies to ensure goals are met and both parties are satisfied.

Establishing Clear Communication

First, ensure that you and your legal marketing company discuss objectives and strategies as soon as the partnership begins. Let them know you wish to maintain open and honest communication throughout the business relationship.

To help sustain effective communication, schedule regular meetings with the agency to discuss progress and align on future plans. Share your feedback and any new goals to keep the collaboration responsive to your law firm’s needs.

By fostering a culture of open communication, you enhance the agency’s understanding of your expectations and contribute to a more beneficial relationship.

Setting Expectations and Goals

By establishing a shared understanding of objectives, timelines, and desired outcomes, you create a strong foundation for aligned efforts. This ensures that both parties are on the same page, working toward one shared vision.

Setting expectations also promotes a collaborative partnership that will help achieve measurable success for your law firm.

Evaluating and Adjusting Strategies

Routinely review performance metrics with your digital marketing company to identify areas of improvement, capitalize on successful tactics, and ensure your approach remains aligned with your evolving goals.

This ongoing process enhances the effectiveness of your strategies and reflects a commitment to optimizing your online presence.

Bonus Partnership Tips

Patrick Carver, CEO of Constellation Marketing, reveals three bonus tips for choosing the right digital marketing agency: “Number one, don’t sign long contracts because this will eliminate your ability to have any recourse if they are not meeting benchmarks.

“Number two, start small and upgrade as you become more knowledgeable. We often start with clients who are skeptical about marketing with a smaller plan. So we’ll begin with advertising and then move into SEO after we’ve shown we can get you a return on your investment and use some of that cash to invest in the things that will provide a more prolonged benefit.

“The final part is to be accountable and consistent. Be consistent in speaking with your marketing company, checking on those benchmarks, and having a conversation with them to understand it better and see what they’re seeing. Then, ultimately, you can apply pressure to them so they know you’re going to want to talk about this stuff.

“They’re going to mind their Ps and Qs and make sure they’re performing to the degree you’re expecting and you both mutually agreed on.”

Skillfully Navigate the Law Firm Marketing Maze

As we wrap up our journey through the essential steps of choosing the best legal marketing agency, remember to define your goals with precision and allocate resources wisely. Thoroughly research potential agencies, engage in meaningful conversations, and establish transparent communication from the outset. The success of your law firm’s marketing efforts lies in the details.

In the intricate world of legal services, a tailored approach is not just a preference—it’s a necessity. Your law firm’s unique identity deserves a marketing plan that celebrates its individuality.

Constellation is here for you if you need more guidance in choosing the right legal marketing partner to execute winning marketing strategies. Don’t hesitate to contact us today with questions or for a free consultation. Your success story begins with a simple click or call!

Patrick Carver

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