Choosing the right marketing agency is one of the most critical decisions for your law firm’s growth. A great agency can help you attract more clients, establish your firm’s reputation, and increase revenue. However, not all marketing agencies are created equal, and partnering with the wrong one can result in wasted time, money, and missed opportunities.
To make the best choice, law firms must ask the right questions during the vetting process. Here’s a guide to the key questions you should ask and why working with an agency that specializes in law firms often delivers better results.
1. What Experience Do You Have with Law Firms?
Why It Matters: Marketing for law firms is vastly different from marketing for other industries. The legal field has unique ethical guidelines, a specialized audience, and a specific set of challenges. Agencies that lack experience with law firms may struggle to navigate these complexities.
What to Look For:
- An agency that understands legal ethics, such as avoiding misleading claims or client confidentiality breaches.
- Proven success with law firm clients, backed by case studies or testimonials.
Example Question:
- “Can you share examples of law firms you’ve worked with and the results you achieved for them?”
2. How Will You Help Us Stand Out in a Competitive Market?
Why It Matters: The legal market is highly competitive, with many firms targeting the same keywords and client base. Your marketing agency should have strategies to differentiate your firm and highlight your unique value proposition.
What to Look For:
- Expertise in identifying and showcasing your firm’s strengths.
- Innovative approaches, such as leveraging storytelling, client testimonials, or video content.
Example Question:
- “How would you position our firm to stand out among competitors in our practice area?”
3. What Services Do You Specialize In?
Why It Matters: A “do-everything” agency might lack the depth of expertise required to deliver results in highly specialized industries like legal. Instead, look for an agency that focuses on digital marketing services tailored to law firms.
What to Look For:
- Agencies offering core services like SEO, PPC advertising, website design, and legal content creation.
- Understanding of local SEO strategies and how they impact law firm visibility.
Example Question:
- “Do you offer services like SEO and PPC tailored specifically to law firms? How do you approach these strategies differently?”
4. How Will You Ensure Compliance with Legal Advertising Guidelines?
Why It Matters: Legal marketing is subject to strict ethical and advertising rules that vary by jurisdiction. Your agency must understand and adhere to these guidelines to avoid costly mistakes.
What to Look For:
- Familiarity with American Bar Association (ABA) advertising rules and state-specific regulations.
- Processes for reviewing and approving marketing materials to ensure compliance.
Example Question:
- “How do you ensure our marketing campaigns comply with legal ethics and advertising guidelines?”
5. Can You Provide Transparent Reporting and Measurable Results?
Why It Matters: Your agency should provide clear and regular updates on the performance of your marketing campaigns. Transparency helps you understand what’s working, what’s not, and whether you’re getting a strong return on investment (ROI).
What to Look For:
- Detailed reporting on key metrics like website traffic, lead conversions, and cost-per-lead.
- A focus on measurable outcomes, such as the number of consultations booked or cases generated.
Example Question:
- “What metrics will you track, and how often will you share performance reports with us?”
6. Who Will Be Managing Our Account?
Why It Matters: The quality of your account management can make or break the relationship. You need a dedicated team with legal marketing experience to execute strategies effectively.
What to Look For:
- A clear understanding of who will handle your account and their qualifications.
- Accessibility and responsiveness of the account manager or team.
Example Question:
- “Will we have a dedicated account manager? Can you share their experience working with law firms?”
7. How Do You Approach SEO for Law Firms?
Why It Matters: SEO is one of the most effective ways to generate leads, but it requires a tailored approach for law firms, including local SEO and targeting high-intent keywords.
What to Look For:
- A plan for targeting keywords specific to your practice area and location.
- Strategies for improving website rankings through high-quality content and backlinks.
Example Question:
- “What’s your approach to local SEO for law firms, and how will you help us rank for keywords that drive leads?”
8. What Is the Expected Timeline for Results?
Why It Matters: SEO and other marketing efforts take time, but your agency should set realistic expectations and provide a timeline for measurable outcomes.
What to Look For:
- A clear roadmap with milestones for campaign progress.
- Honesty about when you can expect to see results.
Example Question:
- “What is the typical timeline for SEO campaigns to generate noticeable results for law firms?”
9. What Is Your Approach to Content Creation for Law Firms?
Why It Matters: Content is the backbone of effective legal marketing. High-quality, relevant content not only improves SEO rankings but also builds trust with potential clients by demonstrating expertise. An agency should have a clear strategy for creating and promoting content tailored to your practice areas.
What to Look For:
- Experience writing for legal audiences with a focus on clarity and compliance.
- A plan for generating a variety of content types, such as blogs, videos, and case studies.
Example Question:
- “How do you develop content strategies that resonate with our target audience and comply with ethical advertising rules?”
10. Why Should We Choose a Legal Marketing Agency Over a General Agency?
Why It Matters: Agencies specializing in law firm marketing understand your unique needs better than generalist agencies. They bring targeted experience and proven strategies to the table.
Benefits of a Legal-Focused Agency:
- Familiarity with legal jargon, client pain points, and practice areas.
- Expertise in navigating ethical advertising rules.
- Ability to create content that resonates with potential clients.
Example Question:
- “What sets your agency apart from generalist marketing agencies when it comes to serving law firms?”
Choosing the right marketing agency for your law firm is about finding a partner who understands your unique needs, aligns with your goals, and delivers measurable results. By asking the right questions and prioritizing agencies with legal expertise, you can ensure your firm’s marketing efforts drive meaningful growth.
Investing in the right agency isn’t just a marketing decision—it’s a strategic move that positions your firm for long-term success in a competitive legal landscape.
