Frequently Asked Questions About Law Firm Marketing

There is no one-size-fits-all minimum engagement at Mockingbird. We customize every strategy and budget to the unique needs of each law firm. Whether you’re a solo practitioner just starting to build a presence or an established firm ready to scale your visibility, we tailor our services to match your goals and resources. We’ll work with you to create a plan that fits—no bloated packages, no upsells, just what you need to grow.

Call tracking allows you to measure the phone calls generated from your marketing efforts. We use tools like CallRail to assign unique tracking numbers to different sources—such as Google Ads, organic traffic, or local listings—so you can see exactly what’s driving calls. This helps us optimize your campaigns, prove ROI, and make smarter decisions with your budget. Plus, call recordings can provide insight into how well your intake process is working.

SEO is a long-term investment. Depending on your website’s current condition, the competitiveness of your market, and how aggressive your strategy is, it can take anywhere from 3 to 12 months to see meaningful results. We often see early signs of progress—like increased traffic or rankings—within the first few months, but sustainable lead generation takes time. We set realistic expectations upfront and provide ongoing reporting so you always know where your investment stands.

No. At Mockingbird, we don’t believe in long-term contracts or locking our clients into rigid agreements. We earn your business every month by delivering results, not by making it hard to leave. You’ll never be trapped in a service you don’t need or can’t cancel. Our goal is to build long-term partnerships based on trust, transparency, and performance—not legal fine print.

In many cases, yes. Mockingbird is happy to evaluate your existing website to determine if it’s worth keeping or rebuilding. If your current site is well-structured, mobile-friendly, and aligned with your SEO goals, we can work with it. However, if it’s outdated, slow, or not performing well in search, we may recommend a rebuild that better supports your growth objectives. Either way, we tailor our recommendations to your specific situation—not to push a redesign unless it’s necessary.

SEO is one of the most effective digital marketing channels for attorneys. Most potential clients begin their search for legal help online. If your website doesn’t appear on the first page of search results, you’re missing out on valuable traffic and leads. A strong SEO strategy helps establish your authority, attract clients who are ready to act, and reduce dependence on paid ads over time. It’s about building a lasting presence where clients are already searching.

Absolutely. Local SEO is critical for lawyers because most clients search for legal help in their geographic area. Whether it’s “personal injury lawyer near me” or “divorce attorney in Seattle,” being visible in Google’s Local Pack and Maps listings increases your chances of getting called. Optimizing your Google Business Profile, local citations, reviews, and location-specific pages helps your firm show up where your ideal clients are looking.

SEO stands for Search Engine Optimization—a long-term digital marketing strategy focused on improving your website’s visibility in organic (non-paid) search engine results. SEO involves technical website enhancements, content development, local listings, backlink acquisition, and keyword targeting. For attorneys, SEO is about being found by clients who are actively searching for legal services online. With the right strategy, SEO can consistently generate high-intent traffic and long-term growth for your law firm.

SERP stands for Search Engine Results Page, the list of websites and content that appear when a user searches something in Google, Bing, or other search engines. For law firms, showing up prominently on the SERP—especially in the local map pack or top organic listings—can make a huge difference in visibility and lead generation. Effective SEO, Local Service Ads, and PPC campaigns all aim to improve your presence on the SERP so potential clients find you before they find your competitors.

PPC stands for Pay-Per-Click advertising, a model where advertisers pay a fee every time someone clicks on their ad. This strategy is widely used in platforms like Google Ads and Bing Ads to generate targeted traffic quickly. For law firms, PPC can be an effective way to reach potential clients actively searching for legal help. When implemented strategically—by targeting the right keywords, writing compelling ad copy, and optimizing landing pages—PPC delivers high-quality leads and measurable return on investment.