Map
Your most valuable practice areas, your ideal clients, your competitors and your current rankings, with a free geo-grid audit.
Practice areas
- Personal injury lawyer marketing: competing in one of the most expensive markets in search, with intake that keeps up.
- Estate planning attorney marketing: trust, referral partners and education for clients who plan ahead.
- Family law marketing: discretion, empathy and fast response for clients going through the hardest moments of their lives.
What law firm marketing includes
- Local SEO for law firms. A complete Google Business Profile, practice area pages and location pages, so you show up in the map results where your clients live and work.
- Google Local Services Ads. Pay-per-lead ads with the Google Screened badge, available for many practice areas. See local SEO packages.
- A website built for consultations. Clear practice area pages, attorney bios, answers to common questions and an easy way to request a consultation. See website design.
- Content that answers real questions. Articles and guides written for your clients' questions, so you rank in Google and get cited by AI search. See content and thought leadership.
- Reviews. A respectful, consistent process for asking satisfied clients for reviews.
- Intake and follow-up. Fast response, call tracking and follow-up on every inquiry, because a missed call is often a lost case. See marketing operations.
- Referral relationships. Staying in front of the other attorneys, advisors and professionals who send you clients.
- Paid media. Google Ads and Local Services Ads managed on signed cases, not clicks. See paid media.
Built with attorney advertising rules in mind
Law firm marketing has rules that other industries don't. Every state regulates attorney advertising differently, with limits on things like guarantees, testimonials, "expert" or "specialist" claims and how past results are presented. I write with those limits in mind, and your firm reviews and approves everything before it goes live, since compliance with your state bar's rules is ultimately the firm's call.
How it works: the Ronin Method
Build
Your profile, website, practice area pages, intake tracking and review process.
Grow
Local SEO and Local Services Ads first, then content, paid media and referral marketing.
Multiply
More reviews, more content, more coverage and more of the cases you want.
Pricing
Local SEO for law firms starts at $1,500 a month. Full law firm marketing, including strategy, content, paid media and intake systems, is part of a fractional CMO engagement at $2,500 to $10,000 a month. Ad spend is paid directly to Google.
Who you'll work with
I'm Justin Smith, founder of Ronin Communications. I spent more than 20 years in strategic communications and marketing for the federal government, hold an M.A. in Strategic Communications from American University and run an M&A advisory practice alongside Ronin. Ronin is based in Woodbridge, Virginia, and works with law firms nationwide.
Related: all industries · local SEO · accounting firm marketing
Law firm marketing FAQ
What's the best marketing for a small law firm?
For most firms: a strong Google Business Profile and local SEO, a website with clear practice area pages, steady reviews and fast intake. Content and Local Services Ads add reach on top.
Do you buy leads for law firms?
No. Shared leads go to several firms at once. I build the firm's own lead flow through search, content and referrals, so the inquiries belong to you.
Can you guarantee a number of cases?
No, and attorney advertising rules are one more reason not to trust anyone who does. You'll see exactly where inquiries and signed cases come from.
Do you understand attorney advertising rules?
I write with the common limits in mind, and every piece is reviewed and approved by the firm before it's published, since each state's rules differ.