How to Vet a Legal Marketing Agency

The legal marketing industry has a trust problem.

Scroll through Reddit's lawyer forums and you'll find the same story repeated: agency promised results, locked the firm into a long contract, delivered vague reports, and disappeared when asked hard questions.

The distrust is earned. Too many agencies prey on lawyers who don't understand digital marketing, selling services that sound impressive but deliver nothing.

Here's how to separate legitimate partners from the firms that will waste your money.

Questions to Ask Before Signing

1. "Can you show me case studies with specific numbers?"

Not testimonials. Not "we helped firms grow." Actual numbers.

What you want to see:

• Starting metrics (traffic, rankings, leads, cases)
• Ending metrics after defined time period
• What they did specifically
• How long it took
• What the firm spent

Red flag responses:

• "Our results are confidential"
• "Every firm is different so we can't compare"
• Generic testimonials without specifics
• Case studies that only show vanity metrics

Any legitimate agency has at least 2-3 case studies they can share with real numbers. If they can't show their work, they probably don't have work to show.

2. "What exactly am I paying for?"

Get the full breakdown. In writing.

What to understand:

• Base monthly fee and what it covers
• Any setup or onboarding fees
• Media spend (if applicable) vs. management fees
• Per-deliverable costs (content, links, etc.)
• Hidden fees (reporting, calls, revisions)

Red flag responses:

• Vague package descriptions ("comprehensive SEO")
• Refusal to itemize costs
• Fees that change based on undefined factors
• Large upfront payments before work starts

Marketing pricing is notoriously opaque. Force transparency. If they won't explain what you're paying for, assume you're overpaying.

3. "Who owns the assets if we part ways?"

This matters more than most firms realize.

You should own:

• Your website (domain, hosting, codebase)
• Content created for you
• Ad accounts and historical data
• Call tracking numbers
• Analytics access
• Creative assets (logos, videos, images)

Red flag responses:

• "We own the website we built"
• "Ad accounts stay with us"
• Proprietary platforms you can't export from
• Call tracking numbers you can't port

An agency that holds your assets hostage isn't a partner — they're creating lock-in. Walk away from any arrangement where leaving means starting over.

4. "What does your reporting look like?"

Ask to see an actual report from another client (anonymized if needed).

What good reporting includes:

• Metrics that matter (leads, conversions, rankings)
• Trend lines over time, not just snapshots
• Clear connection between activities and outcomes
• Honest assessment of what's working and what's not
• Next steps and recommendations

Red flag responses:

• Reports full of vanity metrics (impressions, followers)
• No reporting included in the fee
• "We'll set up a dashboard you can check"
• Reports that require a decoder ring to understand

If you can't understand the report, it's either poorly designed or intentionally confusing. Neither is acceptable.

5. "What's your experience with firms like mine?"

Practice area and firm size matter.

Relevant experience includes:

• Same practice area (PI, family, criminal, etc.)
• Similar firm size and budget
• Same geographic type (local, regional, national)
• Comparable competitive landscape

Red flag responses:

• "We work with all types of businesses"
• No legal-specific experience
• Experience only with much larger or smaller firms
• No understanding of bar advertising rules

Legal marketing has specific constraints (ethics rules, competitive dynamics, lead economics) that general marketing agencies don't understand. Industry experience isn't optional.

6. "Can I talk to current clients?"

References should be easy to provide.

What to ask references:

• How long have you worked with them?
• What results have you seen? (Be specific)
• How's communication? Response time?
• Any surprises or disappointments?
• Would you hire them again?

Red flag responses:

• "Our clients are confidential"
• Only willing to provide written testimonials
• References from firms nothing like yours
• Defensive reaction to the request

Agencies with happy clients are eager to connect you. Reluctance to provide references means the references would say things they don't want you to hear.

Red Flags to Watch For

Guaranteed Rankings

"We guarantee page 1 rankings" = we're either lying or planning to game the system.

Google's algorithm changes constantly. No one can guarantee rankings. Agencies that make this promise either:

• Plan to deliver on easy, worthless keywords
• Will use black-hat tactics that eventually backfire
• Are simply lying to close the sale

Legitimate agencies commit to effort, process, and realistic outcomes — not guarantees no one can make.

Long Lock-In Periods

Contracts over 6 months without performance exits are designed to protect the agency, not you.

Reasonable terms:

• Month-to-month after initial period (3-6 months)
• 30-60 day notice to cancel
• Performance-based exit clauses
• Clear deliverable milestones

Unreasonable terms:

• 12+ month commitments with no out
• Large cancellation penalties
• Auto-renewal without notice
• No performance accountability

Good agencies retain clients through results, not contracts. If they need legal lock-in to keep you, ask why.

Vague Deliverables

"Ongoing SEO optimization" means nothing without specifics.

What you should know:

• How many pieces of content per month?
• How many links built and from where?
• What technical work is included?
• How many hours dedicated to your account?
• What's NOT included?

Vague deliverables allow agencies to do minimal work while claiming they're "optimizing." Pin down exactly what you're getting.

Proprietary Systems

"Our proprietary platform" often means "you can't leave without losing everything."

Questions to ask:

• Can I export my data?
• Can I transfer my site to another host?
• Do I retain access to accounts if we part ways?
• What's the transition process?

Some proprietary tools add genuine value. Many are lock-in mechanisms. Know the difference before signing.

Reluctance to Explain

Marketing isn't rocket science. If an agency can't explain their approach in plain English, either:

• They don't actually understand what they're doing
• They're hiding something
• They think you're too dumb to understand

None of these are good. Find partners who educate, not obfuscate.

The Vetting Process

Step 1: Initial Research

Before any call, research:

• Their website (does it practice what they preach?)
• Online reviews (Google, Clutch, etc.)
• Their own content (do they know legal marketing?)
• How they rank for their own keywords

An SEO agency that doesn't rank for "legal marketing agency [city]" has a credibility problem.

Step 2: First Call Assessment

On the initial call, notice:

• Do they ask about YOUR goals, or pitch their services?
• Can they speak specifically about legal marketing?
• Do they understand PI economics (case values, lead costs)?
• Are they honest about what's realistic?

Agencies that spend the whole call talking about themselves aren't interested in understanding your needs.

Step 3: Proposal Review

A good proposal includes:

• Clear understanding of your situation
• Specific strategy tailored to you
• Detailed deliverables with quantities
• Transparent pricing
• Realistic timeline and expectations
• How success will be measured

Generic proposals that could apply to any firm suggest you'll get generic service.

Step 4: Reference Checks

Actually call the references. Ask specific questions:

• "What were your results in the first 6 months?"
• "What's the biggest disappointment you've had?"
• "How do they handle problems?"
• "What don't they do well?"

Listen for hesitation and hedging, not just praise.

Step 5: Contract Review

Before signing, verify:

• Ownership of all assets
• Exit terms and notice periods
• What happens to data when you leave
• Fee structure with no hidden costs
• Performance expectations and accountability

Consider having another set of eyes (business advisor, marketing-savvy colleague) review the agreement.

What Good Agencies Do Differently

They Say "No"

Good agencies turn down work that's not a fit. If they accept every client regardless of budget, goals, or situation, they're not being selective enough to deliver quality.

They Set Realistic Expectations

"SEO takes 6-12 months to show results" is honest. "We'll have you ranking next month" is not. Good agencies under-promise and over-deliver.

They Educate

You should understand more about marketing after working with them than before. Agencies that keep you in the dark are protecting their value through ignorance, not results.

They Report Proactively

You shouldn't have to chase them for updates. Good agencies communicate regularly, flag issues early, and keep you informed without being asked.

They Push Back

Yes-agencies that agree to everything you suggest aren't adding expertise. Good partners challenge bad ideas and bring their own perspective.

Fee Structure Reality Check

Understanding what's reasonable:

Service	Typical Range	What Affects Price
SEO (basic)	$2-5K/month	Competition, market size
SEO (comprehensive)	$5-10K/month	Content, links, technical
PPC management	10-20% of spend	Platform complexity
Social media	$1-3K/month	Platforms, frequency
Full-service	$10-25K/month	Scope, market
CTV/TV	$15K+ media + fees	Market size, production

For PI firms, marketing typically runs 7-15% of gross revenue. A firm grossing $2M might spend $140-300K annually on marketing. That's total budget, not just agency fees.

The Bottom Line

Vetting agencies takes time. It's worth it.

A good marketing partner can transform your practice. A bad one will waste years of budget while your competitors grow.

Ask hard questions. Demand transparency. Check references. Walk away from red flags.

The agencies worth hiring won't be offended by due diligence — they expect it from sophisticated clients. The ones who bristle at scrutiny are telling you something important.

Trust, but verify. Then verify again.

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Looking for an honest assessment of your marketing situation? Let's talk — no pressure, no hard sell.