We get asked all the time about what is a fair price for a law firm website. This is really the wrong question. The truth is, a quality law firm website can range from free to tens of thousands of dollars.
A better question, "What are your goals for your law firm website?"
This question is much better for identifying how much you should spend on your website, and law firm web marketing in general.
The Online Business Card
Some law firms just want what I describe as "an online business card". Their website goal is to have something to show people who ask them about their website. They don't care whether or not their site will get visitors, leads, or generate new clients. They just want see their law firm's name in lights.
If this is your goal, I wouldn't recommend a large investment. In fact, I recommend you spend about what you spend on your business cards. Since the only people that will see your site are those that you actually show (or to whom you give the exact address), you want it to be professional, but you really shouldn't make a large investment. The majority of your investment should be on design elements (i.e. color scheme, fonts, images, and theme). In other words, the look and feel of your site.
The Basic Blog
Some lawyers recognize that merely having an online business card isn't enough. They want to be able to discuss important news, add relevant information about their practice, and position themselves as experts in their particular field. They understand some basics about law firm internet marketing, but aren't really ready to completely commit to a full-scale online marketing campaign.
If this is your goal, you're in luck. You can implement a very professional website/blog solution for around $15 / month. Your monetary costs will primarily be for domain registration and hosting. If you want professional designs, installation, and some basic support, you could spend an additional fifty to a couple thousand dollars. Since you will be the one adding new content to the site, your focus should be on the ease of use of the content management system. If you hire someone for basic installation and design, you should make sure that you can keep the site and its content if you decide to change support companies.
The Practice Growth Machine
Many law firms are learning that the internet can be an excellent source of new clients and new sources of referrals. They need comprehensive web marketing services. These typically include a website and blog, contact form integration, link building, and other features designed not only to help the website get found online, but to turn more traffic into leads and clients.
If this is your goal, the bulk of your investment should be on the methods being employed to get your website exposed to more targeted traffic and turning that traffic into potential client leads.
These services can range from a couple hundred dollars per month to several thousand. When you are considering hiring a law firm web marketing consultant, there are many important questions to ask. In the end, I believe the single most important characteristics to look for in a web marketer is transparency.
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
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I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
If youโve spent any time on LinkedIn, youโve likely seen posts from law firm SEO experts showing off charts with an โup and to the rightโ trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And itโs not just the agencies celebratingโ๐น๐ฎ๐ ๐ณ๐ถ๐ฟ๐บ๐ ๐๐ต๐ฎ๐ ๐ต๐ฎ๐๐ฒ ๐ต๐ถ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ๐บ […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]