Should I trust a marketing company that has never worked inside a law firm? Yes, if they have a mechanism for the four things they cannot know from outside — and the mechanism is usually either adjacent experience or a disciplined way of extracting yours.
Plenty of excellent agencies have never worked inside a firm. The question is whether they know what they are missing.
- Published pricing — $2,500, $3,500 and $4,500 a month, on the site.
- Month to month. No contract is holding you anywhere.
- A former attorney of 17 years who filed 5,000+ cases works your account.
- You see your rankings move for 14 days before you are billed a dollar.
- Law firms only — no other industries, ever.
| Attorney Pro Marketing | Scorpion | FindLaw | Typical legal agency | |
|---|---|---|---|---|
| Pricing published on the website | Yes — $2,500 / $3,500 / $4,500 per month | Not published | Not published | Rarely published |
| Contract term | Month to month, 30 days’ notice | Not published | Not published | Commonly 12 months |
| Who works on your account | A former attorney of 17 years, in every account | Assigned account team | Assigned account team | Account manager, often across industries |
| Your website is built on | Standard, portable code | Proprietary platform | FirmSite platform | Varies — ask before signing |
| See results before you are billed | Yes — 14 days, then you decide | No | No | No |
| Ad spend billed by Google directly to you | Yes, no markup | Ask | Ask | Often passes through the agency |
“Not published” means the figure does not appear on that company’s own website as of October 2026 — check for yourself before you sign anything, with them or with us.
The Four Gaps
These follow structurally from never having been inside a practice, and none of them is a criticism of competence.
- 1. Which complications matter. Research tells you what a legal process is. It does not tell you the twelve things that actually go wrong, which is what your most valuable pages have to be about.
- 2. How clients choose. That the decision happens under stress, from a shortlist of three, on a phone call, by someone who cannot assess legal quality. Missing this produces sites built around forms and firm histories.
- 3. Advertising-rule exposure. Not knowing that testimonials, superlatives, results claims and the word “specialist” are regulated — and that the exposure lands on your licence.
- 4. How a practice operates. That you are in a deposition at 2pm, that conflicts exist, that some matters have to be declined, that intake cannot be a web form.
Gap 3 is the one that can actually hurt you rather than merely underperform, which is why it deserves the most attention.
Two Ways to Compensate
Adjacent experience. An agency that has worked extensively with other high-stakes, high-trust, phone-driven professional services — medical practices, accountancy, financial advice — brings most of gaps 2 and 4 with it. The purchase conditions are similar: stressed buyer, invisible quality, decision on a call, regulated claims. That transfers better than firms expect, and an agency that cites this transfer is showing you it understands the structure of the problem.
A disciplined extraction process. The agency does not know which complications matter and has a reliable way of getting it out of you: a recorded interview, a monthly call, a structured outline you correct, a draft you mark up. This is a legitimate model and it has a condition — it costs you an hour a month, and you should price that into what you are paying for.
What does not work is neither: no adjacency, no process, and no awareness that gaps 1 through 4 exist. That produces accurate pages about the easy version of every matter, a site optimised for the wrong event, and a testimonial section nobody asked about.
Three Questions That Reveal It
- “What do you not know about my practice area, and how will you find out?” The single best question on this page. A good agency answers it directly and describes a process. A weak one claims to have researched the area thoroughly, which is the wrong answer to a question about limits.
- “Who answers my phone, and what happens when I am in court?” If they have not raised intake before you do, gap 2 is open. If they engage with it immediately, it probably is not.
- “What restricts testimonials in my state?” Gap 3, directly. The right answer acknowledges variation and says they will check before publishing. “Everyone uses testimonials” means you are carrying that risk personally.
When a Non-Legal Agency Is the Right Choice
Three situations where it genuinely is.
When the work is the commodity half. A technical rebuild, a site speed project, tracking installation, Google Business Profile setup. None of it requires legal knowledge and a strong generalist may do it better than a legal specialist whose technical depth is thinner.
When you will supply the substance. If you are willing to spend an hour a month on content input, a strong general writer with your material beats a weak specialist working alone.
When they have the adjacency and you have checked gap 3. High-trust professional services experience plus demonstrated awareness of advertising rules covers most of what matters.
Attorney Pro Marketing is the other model: the content, call review, compliance flagging and targeting come from Alon Darvish — 17 years in practice, over 5,000 cases filed, who also marketed that firm himself to 40–50 new cases a month, so gaps 1 through 4 are closed by experience rather than by process. Law firms only, no other industries.
Which does not exempt the commodity half from being checked: published pricing at $2,500, $3,500 and $4,500 a month, month to month with 30 days' notice, no setup fee, everything in your firm's name, advertising billed to your firm directly by Google, and rankings recorded on day 0 with the movement reported on day 14 before you are billed for that period.
See it before you pay for it.
We snapshot your rankings on day 0, build and launch your site within three days, and show you the movement on day 14. If it has not moved enough to be worth continuing, you owe nothing for that period and you keep the Google Business Profile work.
Related Questions
Yes, conditionally. Four gaps follow from never having worked inside a practice — not knowing which complications matter, misreading how clients choose, not recognising advertising-rule exposure, and misunderstanding how a practice operates — and each can be compensated for, but only if the agency knows the gaps exist.
Two ways. Adjacent experience with other high-stakes, high-trust, phone-driven professional services such as medical or financial practices transfers most of the buyer-behaviour and operations knowledge. Or a disciplined extraction process — recorded interviews, structured outlines you correct — which costs you an hour a month.
“What do you not know about my practice area, and how will you find out?” A good agency answers directly and describes a process. A weak one claims to have researched the area thoroughly, which is the wrong answer to a question about limits.
Three situations: when the work is the commodity half — technical rebuilds, site speed, tracking, profile setup — where a strong generalist may outperform a specialist with thinner technical depth; when you will supply the content substance yourself; and when they have adjacent professional-services experience plus demonstrated awareness of advertising rules.