Make the agency prioritise practice areas
Conveyancing, family law, employment, immigration, commercial disputes and private client work have different search behaviour, urgency, competition and qualification requirements. Ask each supplier to show how it would allocate effort rather than promising one blended “law firm marketing” campaign.
Define a qualified enquiry before launch
A high volume of enquiries can be commercially poor if matters fall outside geography, service scope, funding model or minimum value. Agree what the firm considers suitable and how marketing data can be reconciled with intake outcomes without exposing confidential matter information unnecessarily.
Compare implementation responsibility
| Area | What to establish |
|---|---|
| SEO | Who updates practice-area and location pages? |
| PPC | Who manages search terms, negatives, landing pages and tracking? |
| Content | Who supplies legal review and final approval? |
| Website | Who fixes conversion and technical issues? |
| Reporting | Can the firm see enquiries by practice area and source? |
Build compliance review into the workflow
Do not accept a content process that assumes the agency can publish legal claims without firm review. Agree approval responsibility, evidence standards and turnaround. The provider should be comfortable working inside professional constraints rather than treating them as an afterthought.
Protect account ownership
Confirm access to advertising, analytics, search, social and website systems. If the agency builds landing pages or tracking, establish what remains usable after cancellation and how credentials and assets are handed over.
Ask for a first-quarter plan
A useful proposal should identify what happens in month one, what depends on data, and which practice areas are tested first. This is more informative than a long list of recurring activities with no order of operations.
Comparing legal marketing agencies?
Use Kydos pricing and scope as one benchmark alongside your shortlist.
Compare KydosFrequently asked questions
Should a legal agency specialise by practice area?
It should at least demonstrate how strategy changes by service, intent and qualification needs.
Can marketing report on qualified matters?
Where your intake process supports it, reporting can connect source to suitable enquiries without relying on traffic alone.
Who approves legal content?
The firm should establish an appropriate legal review and approval workflow.
Should we own Google Ads?
Agree ownership and access before launch so account history is not trapped with a supplier.
Are location pages always useful?
Only where they reflect genuine service areas and contain useful differentiated information.
What should a 90-day plan include?
Audit, tracking, priority pages or campaigns, implementation responsibilities and review points.