Who provides marketing for multi-practice law firms? One that solves the architecture before the campaigns — multi-practice firms lose more to their own internal competition and averaged budgets than to any outside agency.
Four practice areas with four economics, one blended cost per case that describes none of them.
- 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.
Architecture Before Campaigns
Single-practice firms can start with campaigns. Multi-practice firms cannot, because the structural decisions determine whether the campaigns can work at all.
Four decisions come first:
- One page per practice area, clearly separated, each with its own supporting pages. Not one services page listing eight areas.
- A home page that routes rather than persuades. Its job in a multi-practice firm is getting a visitor to the right area in one click, not making the case for the firm.
- Separate location pages per area where you practise in several places, rather than one location page covering everything.
- Which areas are actually being marketed. Listing eight and funding three is fine; pretending to market eight is how budgets disappear.
An agency that proposes campaigns before showing you a page hierarchy is building on an unresolved foundation.
Competing Against Yourself
This is the failure mode specific to multi-practice firms and it is largely invisible without looking for it.
When several pages on one site target overlapping terms, the search engine has to choose which to show, and it will not always choose the one you would. Rankings become unstable, with different pages surfacing week to week for the same query, and none accumulating the authority that a single clear page would.
Where it happens most: a general personal injury page competing with a car accident page; family law competing with divorce; estate planning competing with wills and with trusts; criminal defence competing with DUI; each area's page competing with a location page covering the same ground.
How to fix it. Give each target term exactly one page that owns it, and make the others support that page by linking to it rather than competing. Consolidate near-duplicates — a site frequently improves by having pages removed. And check for it directly: search your own main terms and note which of your pages appears. If it changes between weeks, you have found it.
This is also where multi-practice sites edge toward the scaled-content problem. Eight practice areas times twelve locations produces ninety-six pages, and if they differ only by two swapped words they are the thin, templated pages search engines are explicitly built to discount. Either each page says something genuinely specific about that area in that place, or it should not exist.
The Averaging Problem
The second structural failure. Practice areas have incompatible economics, and one pooled budget resolves to a strategy that fits none of them.
A firm doing estate planning at a $3,000 average fee and personal injury at a $28,000 average fee cannot run one acquisition-cost target. Estate planning supports roughly $250 to $600 per signed matter; the injury work supports thousands. Pooled, the budget flows wherever the auction is cheapest — usually away from the injury work, which is the profitable half.
Three protections:
Separate budgets per area, each sized against that area's own average fee.
Separate campaigns, never one campaign with mixed keywords. The channel mix differs too: criminal defence needs night-and-weekend ads and the Map Pack; estate planning needs content.
An explicit allocation decision each quarter, made on per-area cost per signed case rather than left to drift.
Measuring Per Area
A blended cost per signed case across four practice areas is close to meaningless. It can look acceptable while one area subsidises three that produce nothing.
What is needed: a separate tracking number per practice area as well as per channel; conversion tracking that records which practice-area page the enquiry came from; a monthly signed-case list tagged by area; and cost per signed case calculated per area, every month.
That last number is what makes the quarterly allocation decision possible. Without it, budget allocation across practice areas is guesswork dressed as strategy — and it tends to stay wherever it was first set.
The Uncomfortable Recommendation
Most multi-practice firms would do better marketing fewer areas properly than all of them thinly.
The arithmetic is unforgiving. A $3,500 monthly fee buys roughly 18 to 46 hours of work. Across two practice areas that is a real programme in each. Across seven it is a few hours per area per month, which produces a presence rather than a result in every one.
A sensible approach: fund the two or three areas with the best economics and the most unmet demand in your market, let the others exist as competent pages that convert the referral and word-of-mouth traffic already arriving, and revisit annually. A firm that does this usually sees total enquiries rise, because two areas at real depth outproduce seven at maintenance level.
An agency willing to tell you that is worth more than one happy to bill for all seven.
Attorney Pro Marketing handles the architecture first — hierarchy, consolidation and which areas are genuinely funded — before any campaign is built. At Dominate ($4,500) that extends to location pages and a dedicated landing page per practice area, plus multi-location Google Business Profiles, which is what a genuine multi-practice multi-office firm needs rather than one blended site. Call tracking with recordings and lead attribution from the Growth tier is what makes per-area cost per signed case calculable.
Published pricing at $2,500, $3,500 and $4,500 a month, month to month with 30 days' notice, everything in your firm's name, and rankings recorded on day 0 against up to 30 keywords of your choosing — which for a multi-practice firm should be allocated deliberately across areas 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
Architecture rather than execution. Practice areas compete against each other for the same terms, so rankings become unstable and no page accumulates authority; budgets get averaged across areas with incompatible economics; and one blended cost per case hides which area is actually working.
When several pages target overlapping terms, the search engine chooses which to show and will not always choose the one you would — a general injury page against a car accident page, family law against divorce, estate planning against wills and trusts. Search your own main terms and note which page appears; if it changes weekly, you have found it.
Because practice areas have incompatible economics. Estate planning at a $3,000 average fee supports roughly $250 to $600 per signed matter while injury work supports thousands. Pooled, the budget flows wherever the auction is cheapest — usually away from the most profitable area.
Usually not. A $3,500 monthly fee buys roughly 18 to 46 hours of work, which is a real programme across two areas and a few hours per area across seven. Funding the two or three with the best economics, and letting the others exist as competent pages, usually raises total enquiries.