Practice areas, questions and intake
Marketing for law firms
We help your firm answer the questions people search before they call a lawyer, with a page for each practice area.
- years Offer has run digital marketing
- 20
- the year Optymizer was founded
- 2011
- call is always with Offer, the founder
- 1st
- service businesses are our only focus
- Local
Where clients get lost, and what we change
-
Before the first call
Where calls get lost
People cannot tell if you handle it.
What we change
A page for each practice area, in plain words.
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On Google Maps
Where calls get lost
Your Google name is full of keywords.
What we change
Your real firm name, as Google asks.
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In your ads
Where calls get lost
Ads bring cases you do not take.
What we change
Ads only for the practice areas you want.
What your customers type
People search their question before they search for a lawyer. Content answers those questions in plain words, SEO gives each practice area a page that can rank, and Google Ads cover the cases you want most while those pages grow.
- “lawyer near me”
- “personal injury lawyer”
- “divorce attorney”
- “estate planning lawyer”
- “criminal defense attorney”
- “business lawyer”
Our stack for law firms
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Content marketing
Plain answers to the questions people search before they call, checked by your lawyers, each one leading to the practice area page that fits.
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SEO
A page for each practice area and office, written so Google can match the search to it.
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Google Ads
Ads only for the practice areas you want, with each call traced back to its ad.
How the work goes
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Step 1: A call with Offer
Tell Offer, the founder, which practice areas you want more cases in.
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Step 2: Fix the profile and pages
Your real firm name on Google and a page per practice area.
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Step 3: Publish, then check in
Answers and ads, then a monthly look at your own data.
What the rules say
ABA Model Rule 7.1 bars a false or misleading communication about a lawyer's services, including a true statement that leaves out a fact the reader needs. Your state's version may add more. So we write practice pages without promised outcomes, and your lawyers approve every word. Google's guidelines also ask for your real firm name.
A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services.
Source: ABA Model Rule 7.1
Illustrative
Questions law firms ask
Can we show past case results?
Only with care. A true result can still mislead if it leaves out a fact a reader needs, which Rule 7.1 covers. Your state may require a disclaimer; your lawyers decide.
Who checks what you write?
Your lawyers do. We draft plain answers and practice area pages, and nothing goes live until your firm approves it under your state's version of Rule 7.1.
Should each practice area get a page?
Yes. Someone after a car crash searches for an injury lawyer, not a firm that lists twelve areas. One page per area, written for the person searching.
Can our Google name include keywords?
No. Google's guidelines ask for your real-world name, as on your sign and letterhead. Keyword names break those rules and put the profile at risk.
Should we run Local Services Ads?
Where they fit. Many practice areas are Local Services Ads categories, and you pay only for leads. Offer will tell you on the first call which ones suit you.
Talk to Offer before you decide anything.
You'll talk with Offer, not a sales rep. A short call, no pitch deck.
Pick a time on the contact page, or call. Offer will ask about your business, then tell you honestly what he'd do first.
