Start with the audit
We will show you where you rank against your named competitors, what your brand search looks like, and what is technically broken at no cost.
What we see over and over
The recurring failures in this industry, and what they cost.
- Competing for the broadest possible keyword A general 'personal injury lawyer' push in a major metro against firms with a decade of authority. The budget is spent before anyone calls.
- One page per practice area, 400 words each Thin practice pages do not rank and do not convert. Depth in the areas you actually want beats coverage of areas you do not.
- Results claims without required disclaimers Bar advertising rules apply to websites, ads and social. Non-compliant results claims are a grievance risk, not just a marketing one.
- Intake that takes a day to respond Speed to contact is the strongest predictor of signed cases. Most firms measure traffic and never measure this.
- No attorney-level presence Individual attorney authority ranks and converts, and most firms leave bios as three sentences and a photo.
- Paid search with no cost-per-case figure Without tracking a call through to a signed file, a legal paid campaign is unmanageable at legal click prices.
How we approach it
We start by mapping the search landscape for your practice areas and geography, then recommending where to compete. That recommendation frequently means narrowing further than a firm expects a specific case type, a specific county, a specific client circumstance.
Content is built for depth: substantive practice-area pages, sub-pages for specific case types, attorney profiles built as authority assets rather than directory entries, and jurisdiction-specific answers to the questions clients actually ask. All of it written to your state's advertising rules.
- Practice-area architecture with case-type depth
- Attorney profiles built with proper schema and authority signals
- Jurisdiction-specific content, not generic legal explainers
- Bar-compliant disclaimers, results presentation and testimonials
- Intake forms with conflict-check fields and immediate acknowledgement
- Speed-to-contact measurement and after-hours capture
- Case management integration Clio, MyCase and others
- Cost per signed case reporting by practice area and source
New York specifics
We are a national firm. This is the part that is local.
New York City is the most competitive legal search market in the United States and the honest strategic advice for most firms is to compete somewhere adjacent to it. Borough-level and neighborhood-level targeting, specific case types, and outer-county geography all offer positions that Manhattan-focused competitors are not defending.
Long Island and the Hudson Valley are genuinely winnable markets with substantial case value, and the courthouse geography matters: Nassau County Supreme in Mineola, Suffolk County in Riverhead, and the Capital Region courts each anchor a distinct search territory.
New York attorney advertising rules Rules of Professional Conduct 7.1 through 7.5 impose specific requirements including retention of advertising copy, restrictions on testimonials regarding pending matters, and labeling of attorney advertising. We build to those rules and recommend your ethics counsel review before launch. See our location pages for New York City, Westbury and Glenmont.
Services most used in this industry
- Website engineering Practice-area architecture and compliant intake.
- Generative SEO Be cited in AI legal answers.
- Search engine marketing Paid search managed to cost per signed case.
- Brand & reputation protection Control page one for your firm's name.
- Reviews & reputation management Reviews within bar testimonial rules.
- Analytics Track the call through to the signed file.
Go deeper
- Law firm websites Site structure, bios and intake.
- Law firm SEO Where to compete and how.
Common questions
No, and any agency that does in legal is either lying or planning to rank you for something worthless. We will tell you which terms are realistically winnable in your market and how long it should take.
We build to them and we flag anything that needs review. We are not your ethics counsel and we will not represent otherwise final compliance responsibility stays with the firm, and we recommend counsel review before launch.
Paid produces cases immediately and stops the day you stop paying. Organic takes a year and then costs little. Most firms need both, weighted toward paid early and shifting as organic matures.
Worth maintaining as citations and for the referral traffic, not worth a large premium spend in most markets. We keep them accurate under listings management.
Ready to see where you stand?
We start every engagement with a visibility and exposure audit of your firm, your competitors, and the search results your buyers actually see.