Rented attention vs an owned reputation
Rented: Avvo, FindLaw, Martindale and paid ads can put your firm in front of people searching right now. The cost per case in law is among the highest in any industry, the leads can be shared, and the visibility disappears the day you stop paying. You are renting a spot, not building a reputation.
Owned: ranking in the map pack for your practice area and city, a Google Business Profile with genuine client reviews, and content that answers the real questions a client has before they call. That reputation is yours, it earns trust before the first conversation, and it keeps producing cases after the spend stops.
Free things you can do this week to get more clients
Five free moves that bring in more cases, no directory fee required.
- Set your Google Business Profile primary category to your main practice area ("Personal injury attorney," "Family law attorney," and so on), as specifically as it allows. It is the top signal for the local map pack. (5 minutes)
- Ask satisfied clients for a Google review with a direct link, and where it is appropriate, ask them to mention the type of matter. A steady flow matters more than a burst. Genuine, unincentivized reviews are the safest kind, but attorney-advertising rules on client testimonials vary by state, so confirm your own bar's requirements before you solicit or display them. (ongoing)
- Answer the questions clients search before they hire right on your site: what a case is worth, how long it takes, and whether they even have a claim. Clear answers earn trust before the first call, and they are exactly what AI search engines quote. (1 hour)
- Make your hours, address, and phone identical everywhere online, and confirm click-to-call works on mobile. (20 minutes)
- Claim and align your free Avvo, Justia, and Bing Places profiles with the same name, address, and phone. (30 minutes)
These build an owned reputation that keeps producing cases after any ad spend stops. When you want it done consistently and ranking above competing firms, that is the part we handle.
Why answer-first content wins for firms
People researching a lawyer ask specific questions first: what a case is worth, how long it takes, what it costs, whether they even have a claim. A firm that answers those questions clearly and honestly on its own site earns trust before anyone picks up the phone, and increasingly those answers are what AI search engines quote when someone asks. That is an asset you own outright, and it is the opposite of paying a directory to rent you a slot next to every competitor in town.
Where Fivenson sits
Local SEO Foundation from $1,500/month for a single office, Growth SEO at $2,500 to $4,500/month where most clients start, and Discovery Infrastructure at $5,000 to $10,000+/month when AI answers and multiple practice areas are in scope. A one-time SEO Audit and Roadmap starts at $1,500, credited if you continue.
Fivenson Studios has worked in Ann Arbor since 2012, holds a 5.0 rating from 132 five-star reviews and an A+ with the BBB, and everything we build is yours from day one.
Common questions
Are paid legal directories like Avvo or FindLaw worth it?
They can produce cases, especially early on, but the cost per case is high, the visibility is rented, and it ends when you stop paying. Most firms are better off using them for immediate cases while building an owned search and reputation channel that lasts.
What is the best long-term way for a law firm to get clients?
Own your local search and reputation: rank in the map pack for your practice area, earn genuine reviews, and publish clear answers to the questions clients ask before hiring. That trust compounds and is increasingly what AI search engines cite.
How long does SEO take for a law firm?
Local map-pack movement can come within a few weeks. Competitive practice areas usually take three to six months, sometimes longer, to produce a steady flow of cases, then compound from there.
Should I run ads while building SEO?
Often yes. Google Ads and Local Services Ads bring cases immediately while your owned search and reputation build. Many firms start with both and taper the ads as rankings and reviews take over.