Which agencies can handle marketing for multiple attorneys and practice areas? Ones that settle the firm-versus-attorney question first — individual attorney visibility and firm visibility are different strategies, and a site trying both without a structure produces internal competition and credit disputes.
If each attorney wants their own leads, you are running several marketing programmes that share a domain. Decide that deliberately.
- 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 Question That Comes First
Before scope, budget or channels: are you building visibility for the firm, or for individual attorneys?
Both are legitimate and they produce different websites, different content and different measurement. Choosing by default — which is what happens when nobody asks — produces a site that does neither well.
- Firm-led. The firm name carries the brand, practice-area pages are the entry points, attorney bios are supporting pages. Enquiries arrive to the firm and are allocated internally. Simpler, cheaper, and the right default for most small firms.
- Attorney-led. Each attorney has their own visibility — substantive content under their byline, their own authority, their own enquiries. More expensive, slower, and genuinely better where attorneys have distinct specialisms or where business and referral work depends on individual reputation.
The decision follows your practice mix. A three-attorney consumer firm all doing family law should be firm-led. A firm where one attorney does business litigation and another does estate planning is closer to running two practices, and attorney-led visibility reflects reality better.
Marketing Individual Attorneys
If you go attorney-led, four things matter and most firms do none of them.
Bios have to be pages, not paragraphs. A real attorney page carries substantive depth — what they handle, what they have handled, their background — and is written to rank for their name plus their practice area. Most firm sites have a photo, a law school and three sentences.
Content under named bylines. Substantive writing attributed to an individual is what builds personal authority, and it is read by referrers as much as by clients. This is the main mechanism of attorney-led visibility.
Their name is a keyword. People who were given a name search for it. Someone referred to a specific attorney will type their name, and if a directory profile outranks your own page for it, you have handed the first impression to a third party.
Separate tracking per attorney if enquiries are meant to reach specific people — a distinct number on each attorney page, which also resolves the next problem.
The Credit Problem
This is the part agencies never raise and firms discover in month five, and it is an internal question rather than a marketing one.
When a marketing programme produces matters, who gets credit? In firms where origination affects compensation, this becomes contested quickly — and a marketing programme without an attribution rule turns into a quarterly argument about whose cases came from the website.
Three things prevent it, and all three are decided before launch rather than after:
Decide the rule first. Marketing-sourced matters credited to the firm, to the practice-area lead, or to whoever handles them. Any rule works; no rule does not.
Instrument it. Per-attorney and per-practice-area tracking numbers, and conversion tracking that records which page an enquiry came from. This makes the rule applicable rather than arguable.
Allocate the budget consistently with the rule. If one attorney's practice area receives most of the spend and another receives the credit, the arrangement will not survive the year.
Then the Practice Areas
On top of the attorney question sits the practice-area architecture, which has its own three failures — covered in full on our page about multi-practice firms and worth summarising here because they compound with multiple attorneys.
One page per term. Several pages targeting overlapping terms means the search engine chooses which to show, rankings become unstable and none accumulates authority. With multiple attorneys this gets worse, because now bio pages and practice pages compete too.
Separate budgets per area. Practice areas have incompatible economics — a $3,000 estate planning fee supports roughly $250 to $600 per signed matter while injury work supports thousands. Pooled, the budget drifts to wherever the auction is cheapest, which is usually away from the profitable work.
Per-area measurement. A blended cost per signed case across four practice areas can look acceptable while one area subsidises three that produce nothing.
And the uncomfortable recommendation that applies here too: most firms do better funding two or three areas properly than all of them thinly. A $3,500 fee buys roughly 18 to 46 hours — a real programme across two areas, a presence across seven.
What to Require of an Agency
- That it asks the firm-versus-attorney question in the first conversation, unprompted.
- Attorney pages built as real pages if you go attorney-led, with content under named bylines.
- Per-attorney and per-area tracking numbers, so the credit rule is applicable.
- One page owning each term, with internal linking rather than internal competition.
- Separate budgets and separate cost per signed case by practice area.
- A willingness to recommend funding fewer areas, which is the honest answer for most firms.
Attorney Pro Marketing handles the architecture before the campaigns, and for multi-attorney multi-practice firms that work sits at Dominate ($4,500): a dedicated landing page per practice area, location pages, multi-location profiles, and the content volume to support attorney-led bylines. Call tracking with recordings and lead attribution from Growth provides the per-attorney and per-area numbers that make a credit rule workable.
Content is written by Alon Darvish, a former attorney of 17 years with over 5,000 cases filed, from each attorney's input on their own matters, with every page approved by you. Published pricing, month to month with 30 days' notice, and a day 0 baseline against up to 30 keywords of your choosing — which for a multi-attorney firm should be allocated deliberately rather than spread evenly.
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
It depends on the practice mix, and the decision should be deliberate. Firm-led is simpler and right for most small firms where attorneys do similar work. Attorney-led — individual bylines, personal authority, their own enquiries — is better where attorneys have distinct specialisms or where referral work depends on individual reputation.
Being a real page rather than a paragraph: substantive depth on what they handle and their background, written to rank for their name plus practice area. Their name is itself a keyword, since someone given a referral will search it — and if a directory profile outranks your page, a third party owns the first impression.
Whatever rule you set before launch — firm, practice-area lead, or whoever handles the matter. Any rule works; no rule produces a quarterly argument. Make it applicable with per-attorney and per-practice-area tracking numbers, and allocate budget consistently with the rule.
Usually two or three rather than all of them. A $3,500 monthly fee buys roughly 18 to 46 hours, which is a real programme across two areas and a presence across seven. Fund the areas with the best economics and most unmet demand, and let the others exist as competent pages.