What reporting should I receive from my legal marketing company? Six items on one page: work done with dates, rankings against terms you chose, call volume and answered rate, cost per signed case, what changed and why, and next month's plan. Refuse impression charts and visibility scores.
A report should be short enough to read in four minutes and specific enough to argue with.
- 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 Six Items
- 1. Work completed, with specifics. Pages created or edited with URLs and dates, profile posts with dates, negative keywords added, technical fixes made. The direct test of whether work happened, and the item most reports omit.
- 2. Rankings against the terms you chose. Your keyword list, not one selected afterwards. Position this month, position last month, position at baseline.
- 3. Call volume and answered-call rate, by channel. Volume alone is half the picture; the answered rate is the half that predicts revenue.
- 4. Cost per signed case. Total marketing cost divided by signed matters attributable to marketing, using the list you supplied. The number the whole engagement should be judged on.
- 5. What changed and why. Two or three sentences. Not “we optimised campaigns” but which terms were paused and on what evidence.
- 6. Next month's plan. Specific and short. Which pages, which tests, which fixes.
Six items fits on one page. If your report runs to fourteen pages, the length is doing work that the content is not.
Four Things to Refuse
Impressions as a headline. Impressions can rise because you now appear for queries that will never convert — rising impressions with flat calls usually means broader, worse visibility. Useful as a diagnostic, misleading as a result.
Composite “visibility scores”. Vendor-specific indices with undisclosed weightings. They cannot be verified, cannot be compared against anything, and conveniently rise.
Keyword counts. “Ranking for 1,400 keywords” counts position 90 for terms nobody searches. The number can grow while every term you care about falls.
Lead counts with no outcome attached. A lead number measures form submissions. Without signed cases beside it, it is a count of events rather than a result — and it is the metric most easily inflated.
Three Presentation Tricks Worth Knowing
Truncated axes. A chart whose vertical axis runs from 40 to 44 makes a trivial change look dramatic. The most common cosmetic device in agency reporting. Read the axis before the line.
Metric substitution. If last month's report led with calls and this month's leads with impressions, calls fell. This is the single clearest signal available in any report, and it requires only that you remember what the previous one said.
Observation presented as action. “We monitored performance and continued optimisation” describes nothing. Compare against “we added 40 negative keywords, published 3 pages and rebuilt the DUI landing page”. Both can appear in the same report; only one is work.
Frequency and Format
Monthly is right. Weekly reporting on a programme where organic work moves over months produces noise and consumes hours that should be spent on the work. Daily dashboards are worse.
Ranking data is noisy month to month. Judge the trend across three months rather than reacting to one reading. A single bad month is usually not a signal; three declining months against the baseline is.
A document beats a dashboard. A login shows you numbers; a document shows you what someone concluded from them. Ask for the document and treat the dashboard as the underlying data.
Access matters more than reporting. If your Google Ads account, Google Business Profile, Analytics and Search Console are in your own name, the report becomes a cross-check rather than the only source — and you can verify four of the six items yourself without asking anyone.
Attorney Pro Marketing reports monthly Map Pack heatmap and ranking data against up to 30 keywords of your own choosing on every tier, with call tracking, recordings and lead attribution from Growth ($3,500) covering item 3 and making item 4 calculable from your signed-case list. The accounts are in your firm's name, so items 1 through 3 are independently checkable, and at Dominate ($4,500) there is a monthly strategy call with Alon covering items 5 and 6 in conversation rather than in a document.
The baseline for all of it is recorded on day 0, with the first report on day 14 before you are billed for that period. Published pricing, month to month with 30 days' notice.
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
Six items on one page: work completed with URLs and dates, rankings against keywords you chose with baseline comparison, call volume and answered-call rate by channel, cost per signed case, two or three sentences on what changed and why, and next month's specific plan.
Four: impressions as a headline, since they can rise through broader worse visibility; composite visibility scores with undisclosed vendor weightings that cannot be verified; keyword counts, which include position 90 for terms nobody searches; and lead counts with no signed-case outcome attached.
Truncated chart axes, where a vertical scale from 40 to 44 makes a trivial change look dramatic; metric substitution, where a report that led with calls now leads with impressions because calls fell; and observation presented as action, such as “we monitored performance and continued optimisation.”
Monthly. Weekly reporting on a programme where organic work moves over months produces noise and consumes hours better spent on the work. Judge ranking trends across three months rather than reacting to one reading, since month-to-month data is noisy.