Law Firm Marketing Agency
As you search for your next SEO partner, look beyond monthly deliverables. Any agency can deliver a monthly automated report and four blog posts per month—sustainable growth requires more than a cookie-cutter approach.
When we opened our doors in 2006, there were only a handful of agencies that specialized in legal. Today, there are dozens—and lawyers need to know how to compare one agency against another.
Remember this version of the classic adage: red flag at first, results are the worst; green flags all around, growth abounds.
Below is a list of 5 red flags that should give you pause as you look for your next SEO partner.
1. No foundational planning
If an agency skips or minimizes your involvement in the initial planning stages, it’s a sign of trouble.
Foundational planning for SEO for lawyers should include comprehensive audience development, a content/editorial calendar and an earned media strategy. These elements are crucial for understanding your target audience and aligning the SEO strategy with your business goals. Without this groundwork, any SEO efforts will likely be misaligned and ineffective.
Green flag: The agency involves you in the early foundational strategy stage to create a plan that’s tailored to your specific needs.
2. No dedicated SEO specialist for your firm
If the agency rotates your account among different specialists or doesn’t assign anyone specific, you’ll likely experience inconsistency and lack of focus in your SEO strategy.
SEO is complex, and having a dedicated expert who understands your business and industry is essential for success. A dedicated specialist can build a deep understanding of your goals, leading to more personalized and effective strategies that drive results.
Green flag: The agency assigns a dedicated SEO specialist to your account.
3. Ratio of SEO specialists to accounts managed is too high
In some agencies, a single specialist may handle over 100 accounts. How much time can this person actually devote to your firm with such a high workload? It’s impossible for an overworked specialist to give your firm the attention it needs.
Effective SEO requires time, research, and regular updates—all of which are compromised when an SEO specialist is spread too thin.
Before signing on with a law firm SEO agency, ask about their specialist-to-client ratio. You want to ensure your account will receive the dedicated attention necessary for a successful SEO strategy.
Green flag: The agency has enough specialists to comfortably and confidently handle their roster of clients.
4. Only automated reporting, no regular strategy calls
Be cautious if an agency only provides automated reports without regular strategy calls. Automated reports might give you data, but they don’t offer context, insights, or the opportunity to discuss adjustments.
Regular strategy calls are essential for reviewing performance, reassessing goals and making necessary pivots. If an agency isn’t willing to invest time in these discussions, they may not be invested in your success.
Green flag: The agency schedules regular check-ins to discuss performance and strategy so you’re adapting to the firm’s needs and the ever-changing SEO landscape.
5. Set deliverables with no room to pivot
If an SEO agency offers rigid, set deliverables with no room for flexibility, this is a red flag.
Many agencies provide standardized packages—two blog articles, two backlinks and some on-page optimization each month. While this might sound like a good deal, it’s actually limiting.
SEO is dynamic, and strategies need to adapt to algorithm changes, market shifts and new opportunities. A one-size-fits-all approach doesn’t allow for creativity or strategic pivots, which are often necessary for maintaining or improving rankings as competitors fight for a place in the SERP.
Green flag: The agency offers flexibility and is willing to adjust deliverables to create a bespoke strategy for your firm.
Here’s what a good SEO agency will offer
Think carefully when deciding which SEO agency to hire for your law firm.
| Red flags | Green flags |
| No foundational planning | Involve you in foundational strategy plans |
| No dedicated specialist for your firm | Your firm has a dedicated SEO specialist |
| Specialist-to-client ratio is too high | SEO specialists have enough bandwidth |
| Automated reporting, no strategy calls | Regular check-ins and strategy discussions |
| Set deliverables with no room to pivot | Flexible deliverables customized as you grow |
Review and next steps
Research is a non-negotiable part of selecting an SEO agency. So don’t hesitate to ask tough questions. It’s absolutely okay to demand the flexibility, customization and individual attention that your firm deserves.
Reach out today to schedule a no-pressure conversation with Omnizant about what we offer and how we can help you grow. We promise green flags all around.