How Much Should You Budget for Law Firm SEO Services?

You own a law firm website. You want to increase your caseloads. You’ve been duped by “drive-by” SEO tactics that promised quick results but failed to deliver.

I understand. Many of our attorney clients came to us with the same problem.

Brice Northup, our VP of Operations at SEOA, is the one who usually meets with our prospects first. He delves into the data and the nitty-gritty, discussing if there’s a good fit.

What’s startling is how often Brice discovers that many lawyers believe they’ve been investing in “SEO services,” only to see their budget evaporate with scant results to show for it.

This mismatch between what they’ve paid for and the lack of results is a challenge even before we dive into the actual budget conversation. 

It raises the question: What have you been paying for?

I’ve encountered many variations in the SEO pricing landscape, and here’s what I’ve learned:

Organic, results-driven SEO services for law firms typically range from $3,000/month to over $10,000.

Factors like your law firm’s location, your online competitors, your backlink profile, content quality, and the current condition of your website (rated on a “messed-up” scale of 1-10, where 8-10 means, “let’s burn it and start over”) significantly influence the SEO pricing range.

SEO is an investment.

Consider the potential return. A well-optimized site consistently draws in high-quality leads.

Now, a word of caution: I’ve come across some mind-blowing offers, too. “Optimize your site starting at $49.” I recently received an email quoting SEO services for just $10.

With SEO, as with most things, you often get what you pay for. Think of it like booking a trip. Imagine being offered a luxury cruise: you’d expect to pay a certain amount for that lavish experience, complete with fine dining, entertainment, and impeccable service, right?

Now, if someone claims to sell you this same “luxury cruise” for a mere $100 and eagerly asks for your credit card, would you genuinely believe you’re about to embark on a five-star voyage? Likely not. 

The same principle applies to SEO.

Invest wisely and ensure your chosen marketing agency aligns with your firm’s long-term goals.

Factors influencing legal website budget

1. Niche specific needs: Different legal sectors have different needs. For instance, a personal injury attorney, who needs to tap into a broader audience for a consistent flow of clients, may incur steeper marketing costs compared to a corporate law firm that targets a niche segment.
2. Brand recognition: Long-established law firms might need minimal spending to maintain their brand’s recall value. In contrast, younger law firms might have to invest more aggressively in online marketing to build branding.
3. Market dynamics: The scale of competition varies. Large, populated cities like Atlanta, GA, or Tampa, FL, present stiffer competition than, say, a smaller city like Clyde, NC. Your marketing budget needs to factor in these regional dynamics.
4. Business scalability: If your firm is operating near its capacity, overspending might bring in more clients than you can accommodate. However, if you’re in expansion mode, you’ll need a budget that supports this growth vision.

You have the budget but how do you choose the best SEO company?

Choosing an SEO company for your website can be quite frustrating. The market is saturated with Drive-Bys, and the challenge lies in discerning who can really rank your website effectively from those just selling SEO as another cookie-cutter commodity.

Generic SEO tactics often fall flat.  When SEO is commodified, there’s a risk of receiving a one-size-fits-all approach that fails to align with your firm’s targeted goal.

There’s good news, though. Many reputable SEO companies offer tailored strategies for each client. One of the most effective ways to vet an SEO agency is to ask for references. Speak to their past or current clients to gain insights into the firm’s effectiveness, responsiveness, and overall value.

A quick tip: Check the footers of well-optimized law firm websites. Many SEO companies leave their signature there, signaling their involvement in designing, writing, and optimizing that site.

It’s a practical way to see real-world examples of their website optimization.

Marketing: Beyond just advertising

Marketing is a multifaceted endeavor. Your affiliations with local businesses and legal associations also constitute marketing expenses. 

The investment in your website, attending relevant events, business cards, and even networking dinners—all come under the marketing umbrella.

Marketing budgets for law firms can range from 2% to a lofty 18% of the gross revenue. Determining where you fit within this spectrum depends on the factors above.

Once you’ve set a budget, you can evaluate your return on investment (ROI), allowing you to refine your approach continually.

Final thoughts

If done correctly and strategically, especially with emphasis on local SEO services for lawyers, the ROI can be significant, often overshadowing PPC or other forms of paid advertising.

In the age of digital transformation, ensure you’re investing wisely, not just spending.

If you want to increase your caseloads through organic search engine optimization, remember that effective SEO isn’t about quick fixes. Yes, there’s a reasonable time frame for SEO, and the focus should be on strategic and sustainable growth for your website.