Best law firm marketing, SEO & intake“Four in ten law firms answer the phone.” Be one of them.
The best law firm marketing pays only when the call, the form and the follow-up end in a signed retainer. We build the website, local search, intake and answering that get you there.
Full firm system from $995/monthAI voice agent plan from $449/month, free setup, no contract
Every inquiry answered, screened and followed to signature.
Question presented
Why does a firm that pays to be found sign fewer clients than it earns?
- Short answer
- The inquiry dies after the click. The phone rings out, the form waits for Monday, the follow-up never starts. She hires whoever answered.
- Our answer
- We build the whole path: a website that books, local search, an intake that asks the right first question, an answer in seconds, and follow-up until the retainer is signed or declined.
- Not our job
- Ad spend, ranking promises and legal advice. Competitive metro SEO and ad management belong with a specialist. We make what they send you worth more.
Statement of facts
Four in ten firms answered the phone. Nearly half never did.
In 2024, a research firm working for Clio contacted 500 US law firms as prospective clients, with questions about fees, procedure and booking a consultation. Four in ten answered the call. A third answered the email.
- 48%could not be reached by phone: no answer and no callback
- Over 3xlikelier to be recommended after a phone conversation than the average across all channels
- Nearly 8xlower recommendation rate when the follow-up was only a voicemail
Clio Legal Trends Report 2024 secret-shopper survey, as reported by 2Civility
Every unanswered inquiry is a click somebody already paid for. Advertisers bid about these amounts, per click, on the searches your clients type.
Google Ads keyword bids, US, September 2026, through DataForSEO.
Argument: be found
Be found by the person searching tonight.
She types “divorce lawyer near me” or “immigration lawyer”, looks at three firms and calls one. What she sees before she calls decides which.
A law office
Law firm · Closed now
No hours listed, no languages, a form with no calendar.
Your firm
Family law · Open until 9 PM
Se habla español · Book a consult · Photos of your real office
Another firm
Attorney · Opens 9 AM
A phone number, a hold message and a callback form.
What the listing needs
- Your practice area as the category, not only “law firm”
- Hours, including the evening you really answer
- The languages your team speaks
- A consult link that opens a calendar
- Photos of the real office and the real lawyers
- The same name, address and phone everywhere
Get Found keeps your profile and listings right every month, $99 a month, or $82.50 billed yearly.
Law firm SEO, honestly
Ranking for law is slow and expensive. Published 2026 guides put agency retainers at about $2,500 to $5,000 a month for a firm of two to five lawyers and $5,000 to $9,500 for six to twenty.
Our system builds the website, a page for each kind of matter and your local search. It does not buy links or run a metro campaign. In a market like New York injury work, hire a specialist for that, and keep us for what happens after the click.
SEOProfy, law firm SEO cost, May 2026 · LawyersMarketer, law firm SEO cost, April 2026
The website she reads, kept and cut
Keep
- One page for each kind of matter you want, in the words clients use
- Each lawyer’s bar admissions, years in practice and languages
- How a consultation works, what it costs and what to bring
- Your fee basis in plain words, where your rules allow it
- A calendar on every page, and a phone number that is answered
Cut
- “Best lawyer” claims and comparisons you cannot back up
- “Specialist” unless a named, approved body certified you
- Case results with no note that every matter is different
- A contact form that ends at “we will get back to you”
- Stock gavels, scales and a sentence about “zealous advocacy”
Why: Rule 7.1, comments 2 and 3 and Rule 7.2(c).
Argument: be answered
Be answered, and asked the right first question.
A message slip says “call back re: legal matter.” An intake sheet starts with the one question that practice area needs first. It is different for every kind of caller.
| Practice area | When it rings | The first question | Read more |
|---|---|---|---|
| Personal injury | Nights and weekends, often from the ER | “Are you safe, and are you getting care?” | Injury firms |
| Family law | Sunday night, after the fight | “Is it safe to call you back at this number?” | Family law firms |
| Immigration | Any hour, any time zone, a date coming | “What date is on the letter?” | Immigration firms |
| Estate and elder law | Daytime, an adult child asking about a parent | “Who is the client, and who else decides?” | Elder law firms |
| Criminal defense | The hour after an arrest | “Is the person in custody, and where?” | Same system |
| Business and employment | Weekdays, with a letter in hand | “Who is the other side, and by when must you reply?” | Same system |
On every sheet the other side’s name comes next, before the story. Rule 1.18 protects what a prospective client tells you even when you never take the matter.
Who answers while you are in court
A shared answering service is a call center that hands you a name and a number. Ours is a dedicated line set up in your firm’s name, priced like an answering service, that carries the context your intake needs.
| The moment | Voicemail | Your front desk | A live answering service | Our AI voice agent plan |
|---|---|---|---|---|
| What gets written down | A name and a number, if she stays on the line. | A good sheet, between clients. | A name, a number and a line of notes. | Your own intake sheet, in her words. |
| Conflict names and dates | Never asked. | Asked when there is time. | If your script says so. | Asked first, on every call. |
| A caller who speaks another language | Her problem. | Whoever is in that day. | An extra fee, where it is offered. | The languages you choose, tested on real calls before launch. |
| Books the consultation | No. | Yes, in office hours. | Usually a callback list for your team. | Into the times you open, with a text to confirm. |
| Monthly cost | Free. | A salary and benefits. | About $250 to $2,100 for 30 to 500 calls or minutes, then a charge for each extra (published plans, September 2026). | $449, with free setup (normally $1,495), for one main call job. |
Native speech-to-speech voice AI
- GPT Realtime by OpenAI
- Gemini by Google
GPT Realtime What the line never says
- “You have a case.” Only a lawyer says that.
- Any advice, or what to do about the letter.
- A fee or a result you did not approve in writing.
- That the firm is the best, or the cheapest.
- Anything to a caller who has not contacted you first.
Argument: be booked, then signed
Be booked fast, then followed to a signature.
Most inquiries are not calls. They are forms, filled in at night. The reply that arrives in a minute, asks three useful things and offers two times is the one that gets the consultation.
Web form, 9:47 PM: Contract dispute with a supplier. Need counsel this week.
Hi Marcus, this is the intake assistant (an AI) at Oak & Main Law. Thanks for writing. OK to text you here? Reply STOP any time.
Yes, please.
Thank you. We check for conflicts first: who is the other party?
Harlan Supply Co.
Got it. Is there a date on a letter or a court paper? An attorney can see you Thursday 10:30 or Friday 2:00.
Thursday. Letter says the 28th.
Booked: Thursday 10:30. Bring the contract and any letters. Your confirmation is in your email.
What the first reply does
- It asks to text, because texting needs consent.
- It asks for the other side’s name, so conflicts come first.
- It asks for the date that matters, in her words.
- It offers two consult times, not “when are you free?”
It texts only people who contacted you and agreed to it. See the FCC guide and, in Canada, the CRTC guide to CASL.
From the consultation to the signature
- 1Booked
A text and an email, with the attorney’s name and what to bring.
- 2The day before
A reminder, and an easy way to move the time instead of missing it.
- 3Two hours before
One more, with the address or the video link.
- 4After the consult
Your team sends the retainer. Nothing goes out for you that you did not write.
- 5Two days later
A reminder in your words, which stops the moment it is signed or declined.
- 6Day five
A last note, or a non-engagement letter if the matter is not a fit.
Argument: the rules
Build it to the rules your bar already wrote.
You answer for what your marketing says and for what a vendor does in your name. These are the ABA Model Rules we build to. Your state may add more, and in Canada your law society sets its own.
| Rule | In plain words | What we do |
|---|---|---|
| Rule 7.1, communications | A true statement can still mislead. Results shown without context, or an unsubstantiated comparison with other firms, can break it. | No promised outcomes and no “best lawyer”. Results appear only with the qualifier you approve. |
| Rule 7.2(b), recommendations | You may pay for ads, websites and marketing staff. You may not pay someone to recommend you, and a paid lead generator must not appear to. | We are your vendor. We never recommend you to anyone and never sell your name as a lead. |
| Rule 5.4(a), fee sharing | A lawyer or law firm shall not share legal fees with a nonlawyer. | One flat monthly price. Never a share of your fees, never a fee for each signed case. |
| Rule 7.2(c), specialists | No “certified specialist” unless an approved body certified you and the communication names it. | We write “practice focused on” unless you give us the certification and the body’s name. |
| Rule 7.2(d), who is responsible | Every communication includes the name and contact information of a lawyer or firm responsible for it. | Your firm’s name and a way to reach it sit on every page and every message. |
| Rules 5.3, 1.6, 1.18 and 7.3 | You supervise nonlawyer help. What a caller tells you stays confidential, even if you never take the matter. No live solicitation. | You approve the script and hear calls each month. Before launch we write down where recordings live and who may open them. It answers people who contacted you and never rings anyone who did not. |
| ABA Formal Opinion 512, AI | Competence, confidentiality, communication and fees all apply to generative AI tools. | We put in writing what the AI does, what it never does and how it was tested, before a caller reaches it. |
Read at the ABA, September 2026: Rule 7.2 comments 2, 3 and 5 on marketing vendors and lead generators, Rule 1.6 and Rule 7.3. We are a vendor, not a law firm, and compliance stays with you.
Law firm marketing, one system
From “lawyer near me”
to the signed retainer.
Six parts, one monthly price, run by our team. A client finds you, reaches you and is asked the right first question. Then she is booked, reminded and followed until she signs or you decline.
- A website built to bookA page for each kind of matter you want, bar admissions, how a consult works and a calendar on every page.
- Local searchYour listings and profile kept right, so the firm that shows up at 9 PM is yours.
- Lead captureEvery form, text and call lands in one inbox with its source on it.
- Lead responseEach inquiry gets a text and an email back within a minute, asking your few first questions.
- Intake and consult bookingConflict names and the date that matters, then the consult booked into your lawyers’ calendars.
- Retainer follow-upReminders you approved, until the retainer is signed or you decline, then the review request.
Full firm system
The full firm system for law firms
Every inquiry answered and screened, consults booked, retainers followed to signature. Fully managed by our team, AI included. From $995/month.
Or start with one piece
- AI voice agent planFrom $449/month, free setup, no contractStart here if calls go to voicemail while you are in court, with a client or after hours. More call jobs, several offices and connections to your case software are scoped in writing.See the AI voice agents
- Get Found local SEO$99/month, or $82.50/month billed yearlyFor firms that do not show up on the map when someone nearby searches for your kind of lawyer.See Get Found
- Review growthFrom $995 setup + $297/monthFor firms with satisfied clients and few reviews. Testimonial rules differ by state, so we check yours.See review growth
- Smart WebsiteFrom $2,395 setup + $197/monthFor a firm that wants a site built around its matters, wired to its consult calendar and inbox.See Smart Websites
- Essential Website$99/month, free setupFor a solo or new firm that needs a clean, credible site and nothing more.See the Essential Website
Prices in USD. AI voice agent plans include their minutes. For the other pieces, setup and monthly fees are listed separately, and calls, texts and AI usage are billed at actual use. Each piece joins the same connected system, so you can add the next one without starting over.
Relief requested, by size of firm
Where firms of different sizes begin.
| Your firm | Start with | Why |
|---|---|---|
| A solo lawyer | The AI voice agent plan ($449 a month, free setup, normally $1,495), Get Found ($99 a month) or the Essential Website ($99 a month) | You are the lawyer, the intake and the marketing. Fix the piece that leaks most, and add the rest later. |
| 2 to 20 lawyers | The full firm system, from $995/month | Someone has to own the path from search to signature, and it should not be a paralegal in her spare minutes. |
| Several offices, or several call jobs | A build scoped in writing, from the same system | More call jobs, more locations and connections to your case software are priced before you pay for them, and can cost more. |
Prices are in US dollars. Setup and monthly fees are listed separately, and usage is billed as you go.
Questions from law firms.
The plain answers we give on the first call. If yours is not here, ask it.
How much does law firm marketing cost with you?
The full firm system starts at $995 a month with setup from $5,000: website, local search, lead capture, lead response, intake and consult booking, and retainer follow-up. If the phone is the first leak, start with the AI voice agent plan: $449 a month with free setup (normally $1,495), no contract, minutes of calls included in the plan. A website alone is $99 a month. Prices are in US dollars.
Is this law firm SEO? Will it put me at the top of Google?
Part of it. We build a site with a page for each kind of matter you want and keep your local search profile right. We do not promise rankings, buy links or run campaigns for competitive metro markets. If you need that, hire a specialist for it, and use us so the inquiries they send get answered and booked.
Do you run our ads?
No. Ad spend is paid to the ad platform and managed by whoever runs your ads. We make sure each call and form that your ads and search send you gets answered, screened and booked. If an agency runs your ads, we work beside it.
Does the AI give legal advice or say we have a case?
Never. It says it is an AI, writes down what the caller says and books the consultation. It does not say “you have a case”, advise on a letter or quote a fee you did not approve. Your lawyers approve the greeting and the wording of every question, and you can hear it yourself on our live AI line.
Is this allowed under our ethics rules?
We build to the ABA Model Rules on advertising, fee sharing, supervision and confidentiality, and the table above shows how. States add their own rules, for example on disclaimers or testimonials. In Canada your law society sets them. Tell us your jurisdiction and we build to it. We are a vendor, not a lawyer, and you remain responsible for your firm’s compliance.
Will callers know it is an AI?
Yes. The first thing a caller hears or reads is that they have reached your firm’s AI intake assistant, in your wording. Anyone who would rather speak to a person can say so, and your rules decide whether that reaches the front desk, a callback list or the on-call lawyer.
Where are recordings kept, and who can hear them?
A caller’s words are confidential, even if you never take the matter. Before launch we write down where recordings, transcripts and forms are stored, who may open them and what the firm’s own agreement needs to say. You decide how long they are kept. Compliance stays your firm’s responsibility.
Does it work with our case management or intake software?
Sometimes directly. Software differs in what it lets outside tools do, so before we promise anything we look at yours and what your vendor allows. Where a direct connection is not possible, each intake reaches your team the way we agree during setup, with the whole intake sheet attached.
Do you take a percentage of fees or charge for each lead?
No. One flat monthly price, set in writing. A share of legal fees would put a nonlawyer in your fees, which Rule 5.4(a) does not allow, and a per-lead model can make a vendor look like a referral service. We stay a vendor.
Can it speak Spanish, French or Mandarin?
It can, once each language has been set up and tried on real calls. The voice comes from native speech-to-speech models, GPT Realtime from OpenAI and Gemini from Google, which hear and reply in voice directly. If a language does not pass our test, we tell you, and the line takes a message instead of guessing.
Can we use client reviews and testimonials?
Often, within your state’s rules, which differ. After a matter closes, our review growth product sends a short “How did we do?” text, sends happy clients to a review link and sends concerns to you first. What you reuse in your own advertising is a separate question to settle with your bar’s rules.
The next client searched tonight. Somebody should answer.
Book a call and walk us through your intake: where inquiries come from, where they wait, which matters you want more of. You leave with a written first step and its price, and you will have talked to the people who build it, led by our founder, Vikram Roy.