SEO for Law Firms: Is a Package Deal Right For You?

Ella McCain

SEO for Law Firms

Search engine optimization (SEO) has become an undeniable necessity for modern law firms. Most attorneys understand that they need to rank well in search results to attract potential clients. However, translating that understanding into actionable steps is where many get lost. This is where the appeal of “SEO packages” comes in. They promise a quick and easy solution to a complex problem.

Unfortunately, the reality is often less than ideal. SEO is a nuanced field, and the one-size-fits-all packages that many companies offer simply can’t compete with a customized strategy tailored to a law firm’s specific practice areas, location, and target clientele. The fine print of these packages is where the limitations become apparent, leading to frustration and wasted marketing dollars.

What’s Inside the “SEO Package” Box?

When searching for SEO packages, it’s important to remember that the price tag is only one piece of the puzzle. While tempting, the cheapest option is rarely the best value long-term. Low-cost packages often rely heavily on automated tools and generic templates. These might provide a short-term boost, but they lack the strategic approach necessary to compete in the crowded legal space. To truly maximize your law firm’s visibility, you need the expertise of professionals who understand the legal industry’s unique challenges and opportunities.

Before signing on the dotted line, make sure you fully understand what’s included in the package. Terms like “keyword research”, “on-page optimization”, and “backlinking” might sound impressive, but the quality of their execution can vary greatly. Ask for specific examples of the deliverables you’ll receive. Does the package include the creation of engaging, informative blog posts that demonstrate your legal expertise? Will they conduct in-depth research to identify the most relevant keywords for your practice areas and location? These are crucial components of an effective SEO strategy.

Marketing Beyond the Search Engine

While SEO plays a vital role in modern marketing, it’s essential to remember that it’s just one piece of a larger puzzle. A well-rounded law firm marketing strategy often incorporates a variety of methods that work in tandem with SEO efforts. Given that most law firms serve a local clientele, focusing on building a strong presence within your community can pay significant dividends.

Sponsoring local events, joining relevant professional organizations, or even partnering with complementary businesses can raise your firm’s profile. Strong referral networks can be a valuable source of new clients. These kinds of efforts might seem less cutting-edge than SEO, but they build the kind of trust and name recognition that truly drives growth.

It’s also important not to completely dismiss traditional forms of advertising. While younger generations are heavily internet-focused, older demographics may still respond better to targeted print ads in niche publications, or even radio spots on stations relevant to their concerns. Understanding your ideal client is key to making smart decisions about where to allocate your marketing budget.

When DIYing SEO Goes Wrong

The promise of saving money by tackling SEO yourself can be tempting. However, for many attorneys, the reality is that the time investment simply doesn’t make financial sense. If your billable hours are worth significantly more than the cost of hiring an experienced SEO professional, you’re essentially losing money by trying to DIY.

SEO is a constantly evolving field, and understanding how to get family law clients, for example, requires specialized knowledge. Staying up-to-date on the latest algorithm changes, best practices, and technical requirements demands both time and dedication. Attempting to juggle SEO learning on top of the workload of running a law practice can quickly lead to burnout and subpar results on both fronts. After all, your time is best spent focusing on what you do best – serving your clients. By outsourcing the complex and time-consuming task of SEO, you free yourself up to grow your family law practice more effectively.

When SEO Packages CAN Be the Right Call

While SEO packages often fall short for established law firms or those operating in highly competitive markets, they can offer some benefits in specific situations. If you’re a new attorney just starting out, a basic SEO package can help lay the groundwork for your online presence. Think of it as getting the essential technical optimizations in place, ensuring your website is indexed by search engines, and building an initial foundation.

Small firms with a well-defined niche and a focus on serving a primarily local market might also find that a package deal provides enough of a boost to maintain their visibility. For example, if you are the only dedicated estate planning attorney in your town, a well-executed SEO package might be all you need to consistently rank at the top of relevant searches. However, it’s important to be realistic about the limitations. If your goal is expansion and attracting increasingly complex cases, you’ll likely need a more customized and robust SEO strategy down the line.


Before committing to any SEO package, it’s crucial to do your research thoroughly. Don’t be swayed by slick marketing materials or promises of overnight success. Instead, get crystal clear on exactly what services are included in the package and what specific deliverables you can expect. Find out how often you’ll receive progress reports, and whether you’ll have a dedicated point of contact to address your questions. Importantly, be upfront about what’s NOT included. Many packages won’t cover things like website content creation, which is essential for attracting and converting clients.

To make informed decisions about your marketing, seek out reliable resources that offer advice on SEO specifically for law firms like Look for independent blogs and online communities that focus on the legal industry. These resources often provide valuable insights into effective marketing strategies, vendor reviews, and realistic expectations for SEO timelines and results.