Industry 03
Law firm marketing measured in signed cases.
Injury, family, immigration and business firms that want signed cases, not form fills.
The playbook
- Step 01Practice-area hubsLong-form pages drafted from attorney interviews, with FAQs, process steps and schema.
- Step 02Search ads with strict negativesExact and phrase match on case types you want, with daily search term reviews in the first month.
- Step 03Intake and consultation testingForm length, call-back promises and live chat are tested against consultations booked.
Evidence
Sample figures from a fictional client, laid out the way a real report would be.
- -61%Sample drop in cost per qualified leadHarlow & Reyes Injury Law · sample
- 11 minMedian call-back time, from 26 hoursHarlow & Reyes Injury Law · sample
- +178%Organic sessions in twelve monthsHarlow & Reyes Injury Law · sample
Harlow & Reyes · 12 monthsOrganic traffic up 178% and cost per qualified lead down 61%Organic sessions per month · sample caseServices we usually combine
What gets in the way
We build practice-area content with your attorneys, run tightly controlled search campaigns, and report on qualified inquiries and signed cases. All advertising copy is written for review against your state bar's advertising rules.
- 01
Renting leads from vendors
Shared leads are sold to several firms at once. An owned search channel costs less per signed case after the first year.
- 02
Hundreds of thin blog posts
Old content competes with your practice pages. Pruning and merging it is often the fastest ranking win available.
- 03
Inquiries that wait a day
Routing forms and calls to an on-call person by text cuts response time from hours to minutes.
Plan a budget
Work back from a revenue goal to an ad budget with legal benchmarks.
Open the Ad Budget Planner
Legal clicks are among the most expensive anywhere, and a slow call back wastes every dollar spent to earn the inquiry. The firms that win pair strong search visibility with intake that answers in minutes.
Benchmarks · sample
Typical ranges we plan against for legal accounts. Your numbers depend on market, offer and how fast leads are answered.
Cost per lead by channel
Midpoint of each sample range
| Channel | Cost per lead | Conversion rate | Notes |
|---|---|---|---|
| Search ads | $150 to $260 | 5% to 9% | Injury terms at the top of the range |
| Organic search | $60 to $140 | 3% to 6% | Six to nine months to build |
| Local and map ads | $110 to $180 | 8% to 13% | Pay per lead in some practice areas |
| Retargeting | $60 to $95 | 1% to 3% | Keeps the firm in view during a long decision |
Sample ranges for illustration, not published industry data.
Legal questions
Not covered here?
Bring it to the free audit.
A strategist goes through your tracking, ads and search visibility, and the fix list is yours whatever you decide.
Book the auditOr email hello@signalandscale.example
We reply within one business day
We write with them in mind: no guarantees of outcome, no misleading comparisons, required disclaimers where your state asks for them. Your firm is responsible for final compliance review, and we build that review step into every content and ad workflow.
With you, in writing, before launch. Typically it is an inquiry in a practice area you handle, in a jurisdiction you serve, inside the statute of limitations. Intake marks each lead and reports use that field.
Expect early movement on long-tail questions in two to three months and meaningful practice-area rankings in six to nine, depending on the market. We usually run search ads alongside to cover the gap.
(11) Free audit
A senior strategist reviews your tracking, ads, search visibility and landing pages. The ranked fix list is yours to keep, with or without us.
One reply from a strategist within a business day. No mailing list.