Law firms
Digital marketing for law firms and lawyers
People look for a lawyer at a bad moment: a dismissal, a divorce, an arrest, a contract gone wrong. They search the question first and the lawyer second. The firm that answered the question clearly is the one they call.
How clients choose a lawyer
Private clients start with a question. “How long does a divorce take?”, “licenciement abusif indemnités”, “what happens after police custody”. They read the answer, then look at who wrote it. More of them now ask an AI assistant first, which makes clear, quotable answers on your site worth even more: that is the work of GEO.
Business clients behave differently. They ask their accountant, their network or other founders, then visit the firm’s site to confirm the referral. For them the site has to prove depth in one field: the partners, the kinds of matters handled, the publications.
Urgency splits the market too. Criminal defence and urgent family matters are decided within hours, often by phone and often at night. Company work, immigration and estate planning take weeks.
What we set up for a law firm
Practice area pages
One page per field and per common situation, in plain language, reviewed by the lawyer who handles it. Each answers the question first, then explains the process, the timeline and what the first meeting covers.
Confidential intake
A short consultation form asks for contact details, the area of law and the urgency. It does not ask for the story of the case: that belongs in the meeting, under professional secrecy.
Consultations in the calendar
Qualified requests book straight into the right lawyer’s calendar, paid or free as your firm decides.
Calls tracked
Urgent matters arrive by phone. Call tracking shows which page or ad produced each call, and which went unanswered after hours.
Search ads where the numbers work
Google Ads on the few practice areas where one client justifies the cost of a click, with strict exclusions to filter out students and free-advice seekers.
What we measure for a law firm
Consultations booked and held
By practice area and by source.
Consultation to engagement
The share of first meetings that become a signed mandate, per lawyer.
Fees by source
Revenue from each matter traced back to the page, ad or referral that started it.
Out-of-scope enquiries
Requests in fields you do not practise. When they rise, a page or an ad is attracting the wrong people.
Response time on urgent matters
How long a criminal or family emergency waits before a lawyer calls back.
Traps in law firm marketing
- A “full-service firm” homepage that ranks for nothing
- Articles written for other lawyers, full of article numbers and short on answers
- Intake forms that ask clients to describe their case in writing
- Calling yourself a specialist without the title your bar grants
- Testimonials or case results where your bar forbids them
- Nobody answering the phone in the evening, when arrests and domestic emergencies happen
Frequently asked questions
Are lawyers allowed to advertise?
In many countries, yes, within limits set by the bar: truthful information, no promise of results, respect for professional secrecy and the dignity of the profession. Some countries are far stricter. We work from your bar’s rules, and you approve every word.
Is Google Ads worth it for a law firm?
For practice areas where one client is worth a lot, often yes. For low-fee matters, clicks can cost more than the client brings. We start with the areas where the numbers work and track each consultation back to its search term.
Should our firm publish articles?
Yes, if each one answers a question clients actually ask, in their words, and links to the page where they can book. Content marketing for a firm means a few precise answers, updated when the law changes, and good SEO so people find them.
How do you protect client confidentiality?
Forms collect only contact details and the area of law. Messages stay in your tools. Ad platforms receive no case details, and no client’s situation ever appears in an ad or an example.
Can AI assistants recommend our firm?
They can, when your site states clearly what you do, where and for whom, and other sources agree. We track whether assistants name you for the questions your clients ask. Nobody can guarantee that they will.
Last updated · By the Napexy team
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