Hiring a marketing agency can feel like a turning point for law firms looking to grow. You want more leads, stronger visibility, and a website that actually converts. But too often, law firms jump in for all the right reasons—and still end up stuck. Why? Because the biggest law firms marketing mistake isn’t choosing the wrong agency.
It’s choosing one that doesn’t understand how legal clients think, search, or make decisions. And that single gap can stall your growth—no matter how much you spend on ads, SEO, or design.
Why do most law firms hire a marketing agency?
Let’s slow down for a second. Most law firms don’t hire the wrong agency. They hire the right agency for the wrong reason.
- To get more clients.
- To improve online presence.
- To stop relying on referrals.
- To finally compete in a digital-first world.
All fair reasons. But here’s the law firms marketing mistake most don’t see coming…
You hire an agency because they say they “know marketing.” Not because they understand how law firms grow. And that mistake costs them time, money, and growth.
So what actually goes wrong?
Here’s what we see, time and again:
- A firm invests $2,000/month in SEO.
Six months later, they’re ranking—but for terms that don’t drive qualified leads. - They pay for Google Ads.
The phone rings—but with people looking for free legal advice. - They redesign the website.
It looks beautiful. Sleek. Modern. But conversion rates don’t move. No increase in consults. No calls.
Here’s what happens when you get it wrong:
- You get high traffic but zero leads.
- You rank for the wrong keywords—terms people search but never convert.
- You waste money on ads that never result in phone calls.
- You get a pretty website… that does nothing.
We’ve seen law firms spend $20,000+ a year on agencies with no return. Not because the agency is bad—but because they don’t get you.
Why does this happen?
Because the strategy wasn’t built around how people hire lawyers.
It was built around how people click on ads.
And those are two very different journeys.
Ask yourself this:
- Do they know how legal clients think?
- Can they explain how someone goes from needing help… to calling your firm?
- Have they worked with your type of law—estate, family, criminal, corporate?
- Can they break down why your current leads aren’t converting?
If the answer is no, you’re not hiring a marketing partner. You’re buying generic services. That’s a law firms marketing mistake too many firms repeat.
What should you look for instead?
Before you sign a contract, take a closer look at how the agency operates. Don’t be sold on portfolios alone. Ask the right questions—ones that reveal how well they understand your world.
Here’s a starting point:
Do they understand your practice area?
Marketing for a family law firm isn’t the same as for a criminal defense firm.
Ask them: What would you do differently for each?
Do they track meaningful results?
You’re not after vanity metrics. You’re after phone calls, consults, signed clients.
Ask: What KPIs will you track and report on monthly?
Can they explain your client’s journey?
Ask: How do you turn someone searching for legal help into a signed client? If they can’t map that journey, they’re guessing.
Do they improve what matters?
Do they help you fix slow-loading pages? Broken booking systems? Confusing CTAs? Or do they leave that out of scope?
Do they offer strategy—or just execution?
You don’t need another freelancer running ads. You need a team that thinks long-term.
Real Talk from the Field
Don’t just check who they’ve worked with. Check if those clients are actually growing.
We once reviewed the marketing campaigns of a boutique estate law firm in Queensland. They were spending $1,800/month on ads—and barely got any calls.
The agency had them targeting broad legal terms like “will planning” and “inheritance advice.”
The issue?
- These terms were too broad and competitive
- They weren’t localized
- The landing pages didn’t speak to the emotional weight clients were carrying
We rebuilt their campaign around long-tail, local-specific terms. Updated their messaging to focus on relief, clarity, and trust. Within two months, the firm saw a 3x increase in consultations.
It didn’t take more budget. Just better strategy.
Before you sign with anyone, ask this:
- Can this agency explain how they’ll help your firm—without relying on buzzwords?
- Are they more focused on deliverables or outcomes?
- Do they ask deep questions about your clients before pitching ideas?
- Would you trust them to manage your first impression?
If you’re unsure, pause. Reevaluate. This is your reputation, not just your ranking. If they can’t explain it simply, they’re not ready to handle your business.
Final thought
You’re not just buying marketing. You’re investing in growth. Hiring a marketing agency should create clarity—not confusion. Growth—not busywork. Choose a team that knows how to help law firms grow—not just how to build campaigns.
And if you’ve been burned in the past, you’re not alone. But the next move? It can be smarter.
You deserve a partner who understands the nuances of legal marketing—who listens, thinks, and builds with your firm’s reality in mind.
If that sounds like what you’ve been looking for, we’re here.
Book a no-obligation strategy session—and get clear on what’s working, what’s not, and where your real opportunities are.
