92% needing a lawyer start on Google. Page 1 gets the client.
Law firm marketing = trust marketing. Clients choose who appears first and feels credible.
Trust stack
Google Business: 4.8+ stars, 50+ reviews, all practice areas, professional photos.
Website: Page per practice area, attorney bios, case results, "Free Consultation" CTA everywhere.
Content: "How much does divorce cost?" "What to do after car accident." High-intent searches.
Google Ads
Legal keywords $20-100/click. Target specific: "divorce lawyer [city]." Track calls. $50/click × 5% = $1K per client. If case value $5K+, ROI 5x.
2026 tactics
60-sec video per practice area. FAQ for voice search. LinkedIn for B2B law. Avvo/FindLaw listings.
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