For law firms looking to expand their client base and improve their visibility, working with a marketing agency can be a strategic decision. But not all agencies understand the unique needs of the legal industry. A marketing partner who lacks experience with law firms may waste time, drain resources, or produce generic campaigns that miss the mark.

Before entering a partnership, it’s worth asking some hard questions. The right agency will not only help you reach your goals, they’ll understand how to protect your reputation, stay within advertising regulations, and position your firm as a credible authority. Here’s what to think through before signing any agreements.

Do They Understand the Legal Industry?

Law firm marketing is unlike other industries. Legal advertising is subject to strict state bar rules, and trust is a critical factor in converting leads into clients. If an agency has never worked with attorneys or legal professionals, they may be unaware of compliance concerns or how potential clients behave when searching for legal services.

Ask if they’ve worked with law firms before. Better yet, request examples. Look at their portfolio and see if their work aligns with your area of law. An agency familiar with criminal defense may not be the best fit for an estate planning or immigration firm, unless they show versatility and a firm understanding of your practice area.

What Services Do They Offer and What Do You Actually Need?

Marketing firms offer a wide range of services—search engine optimization (SEO), pay-per-click (PPC) advertising, website design, content marketing, social media, video production, and more. But that doesn’t mean your firm needs all of them at once.

Start by clarifying your priorities. Do you want more qualified leads? Are you looking to improve your website’s visibility? Is your brand inconsistent across platforms? Once you identify what you need, ask the agency which of their services will best meet those goals.

Also, make sure their team has specialists in each area—not just generalists offering every service under the sun. A jack-of-all-trades may not deliver the same results as a focused, expert-led strategy.

How Do They Measure Results?

Marketing without metrics is like practicing law without evidence. If an agency can’t clearly explain how they track success, that’s a red flag.

Find out what key performance indicators (KPIs) they use. Do they track phone calls, form submissions, case consultations, or traffic quality? Avoid being dazzled by vanity metrics like impressions or clicks. What matters is whether you’re getting real leads that turn into paying clients.

You should also ask how often they report results, and whether those reports are easy to understand. A good agency provides data in plain language and makes time to explain what’s working—and what’s not.

Will You Have Access to Your Own Data and Accounts?

Ownership of your data and marketing accounts matters more than many law firms realize. Some agencies create advertising accounts, websites, or analytics dashboards under their own name, not yours. If the relationship ends, they take everything with them—including valuable performance history and client leads.

Make sure you retain full access to and ownership of your accounts. This includes Google Ads, Google Analytics, website files, domain names, social media logins, and CRM platforms. If an agency resists or isn’t transparent about this, proceed with caution.

How Will Communication Be Handled?

Frequent, clear communication is essential in any professional relationship. You want an agency that keeps you informed, answers your questions promptly, and works with your schedule.

Ask who your main point of contact will be. Will you work directly with strategists or be passed around to different team members? How often will meetings be scheduled? Will you receive updates weekly, monthly, or only when you ask?

Also, consider whether their communication style matches yours. Some law firms want detailed updates, while others prefer high-level summaries. The agency should be able to adapt to your preferences and keep communication consistent.

What Does the Onboarding Process Look Like?

The first few weeks of working with a marketing agency set the tone for the entire partnership. If the onboarding process is disorganized or unclear, that could signal ongoing issues down the road.

Ask about the steps they take to learn about your firm, your clients, and your brand voice. Will they conduct a content audit? Do they research competitors in your market? How do they build your initial strategy? The right agency will begin with a clear discovery process and timelines for deliverables.

Are Their Promises Realistic?

Be wary of any agency that guarantees fast results, first-page rankings, or an exact number of leads. Digital marketing takes time, especially when building a foundation through SEO or content strategy. Promises that sound too good to be true often are.

Instead, look for honesty. A reputable agency will set realistic expectations, explain potential challenges, and talk through strategies that may take months to produce consistent results. If they’re more focused on your long-term growth than short-term gimmicks, you’re likely in better hands.

Do They Prioritize Ethical Practices?

Legal marketing is closely regulated. Violating advertising rules, even unintentionally, can lead to serious consequences. A law firm marketing partner should know how to navigate these rules and avoid risky language or unethical tactics.

Ask how they ensure compliance with your state’s bar rules. Do they have internal checks for ad copy, landing pages, and social media campaigns? Do they stay updated on changes in the legal advertising landscape? You want a partner who protects your reputation—not one who puts it at risk.

Are Other Firms in Your Area Using Them?

Some agencies work with multiple firms in the same city or practice area. This can create conflicts of interest, especially in highly competitive markets. It also means your firm may be competing against clients using the same strategies.

Ask whether they have exclusivity agreements for your region or practice. If not, get clarity on how they prevent overlap or duplicated efforts. Your marketing partner should be working for your success—not against it.

How Transparent Is Their Pricing Structure?

Before committing to any contract, understand how fees are structured. Some agencies charge flat monthly rates, while others bill hourly or take a percentage of your ad spend. You need to know what’s included, what’s considered extra, and whether you’re locked into a long-term contract.

Look out for vague language like “custom packages” without clearly outlined deliverables. A trustworthy agency will provide detailed proposals, break down costs, and let you know exactly what you’re paying for.

Conclusion

Choosing a marketing agency is one of the most important business decisions your law firm can make. A strong partnership can help you reach more clients, build a solid brand, and grow your reputation. But finding the right fit takes research, clarity, and honest conversations.

If you’re ready to work with a team that understands the legal world, values transparency, and builds custom strategies for long-term results, we’re here to help. Contact us today to schedule a discovery call and learn how we can support your firm’s growth.

We will continue to update SDM; if you have any questions or suggestions, please contact us!