What should I look for in a law firm marketing agency? Six criteria — legal-only focus, a named person doing the work, published pricing, a short exit, a recorded baseline, and proof before payment. Four are checkable on their website tonight.
Most firms evaluate on the pitch. The pitch is delivered by the best communicator at the company, which is why it predicts so little.
- 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 Criteria
- 1. Legal only. Bar advertising rules differ by state and the firm carries the risk of a non-compliant ad.
- 2. A named person does the work. Not a company, a person, with their other account load disclosed.
- 3. Published pricing. So you can compare before entering a sales process.
- 4. A short exit. 30 days, so a mistake costs one month rather than a year.
- 5. A baseline recorded before work starts. Or nothing afterwards is provable.
- 6. Results visible before you are billed. The rarest, and the most informative.
The Four You Can Check Tonight
Legal only. Open their site and look for other industries. Most multi-industry agencies list their verticals openly. Thirty seconds.
Published pricing. Present or absent. Most legal marketing agencies will not put a number on a page, which means every comparison requires a sales call — an hour each, spent being persuaded by someone who does it professionally.
Contract term. Same test. Long terms are common and not disqualifying, but they transfer risk to you at the moment you have the least information.
What you keep if you leave. Look for an explicit statement covering the domain, the website files and content, the Google Ads account and the Google Business Profile. Agencies building on proprietary platforms generally cannot hand over a working site, and the time to discover that is before signing.
Four checks, ten minutes per agency, and most of your shortlist eliminates itself before you have spoken to anyone.
The Two That Need a Conversation
Who will do the work, and what else are they handling? Ask in the first ten minutes. If the answer is not the person in front of you, ask to meet whoever it is. A refusal is itself an answer.
What would count as failure, and by what date? An agency that measures can answer this. An agency that pitches cannot, because a stated failure condition is something you can hold them to later. If the reply is “SEO takes time,” that is true — so ask what would be visible at ninety days, and hold them to that instead.
What to Ignore
- Directory rankings and award badges. DesignRush's upper membership tier explicitly sells top placement in its directory; Clutch's verification and website link sit behind a paid tier. These are advertising.
- Case studies from other practice areas. Evidence about that firm, not about yours.
- Client logos. A logo proves a contract was signed, not that it was renewed.
- Any guarantee of a ranking or outcome. Nobody controls Google's results, and outcome guarantees are restricted under most bar advertising rules anyway.
Where Attorney Pro Marketing Lands
All six, verifiable: law firms only; the work done by Alon Darvish, a former attorney of 17 years with more than 5,000 cases filed; pricing published at $2,500, $3,500 and $4,500 a month; month to month with 30 days' notice; your rankings recorded on day 0 before anything is touched; and the day 14 report delivered before you are billed anything. Four of those you can confirm on this website right now, without contacting us at all.
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: that they work only with law firms, that a named person does the work and discloses their other account load, that pricing is published, that the exit is short, that a baseline is recorded before work starts, and that results are visible before you are billed. Four of the six are verifiable on the agency's own website without a conversation.
Whether they serve other industries, whether pricing is published, whether the contract term is published, and whether the site states explicitly what you keep if you leave — domain, website files and content, Google Ads account and Google Business Profile. Ten minutes per agency, and most shortlists eliminate themselves.
Directory rankings and award badges, which are largely purchased; case studies from other practice areas, which are evidence about that firm rather than yours; client logos, which prove a contract was signed and not that it was renewed; and any guarantee of a ranking or outcome, which nobody can control and most bar advertising rules restrict.
“What would count as failure, and by what date?” An agency that measures can answer it; one that pitches cannot, because a stated failure condition is something you can hold them to. If the answer is that SEO takes time, ask what would be visible at ninety days and hold them to that.