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Unless they’re referred, most clients find a firm through Google or, more and more, ChatGPT. They arrive in one of two states. Someone charged last night wants a criminal lawyer this morning, and they’ll ring the first firm that looks capable. Someone facing a separation may read for weeks before calling anyone.
Good law firm marketing serves both without wasting money on either. Urgent matters need you visible on Google with a number that gets answered. Researched matters need clear pages on the process, checked by your lawyers, so the reader trusts you before you’ve met. Referred clients still look you up, so your reviews and website have to back up the recommendation.
A lot of lawyer marketing gets judged on clicks. We judge it at intake, because your reception team knows within weeks whether the calls are getting better.
A page that says “we do criminal law” won’t rank for drink driving, assault or drug offences. It won’t reassure someone facing one of those charges either. So we build a page for each charge or matter you want more of. Our SEO team researches it and your lawyers check it before it goes live.
Those pages earn rankings of their own and lift your main practice area page for searches like “criminal lawyer Perth”. We add local SEO for each office, so people searching nearby find the closest lawyer.
Broad, catch-all campaigns let Google decide which calls you get, and it will happily fill your phone with matters you don’t take. We structure Google Ads by matter type, block the searches you don’t want and schedule ads for when urgent calls can be answered.
Every click on a legal keyword costs real money, so each campaign has to earn its budget. If yours can’t compete on the broadest terms, we’ll say so and point it at narrower charges or locations where it can win.
Clicks and form fills say little about whether your marketing works. What reception hears is the better measure: who’s ringing, about what, and how many calls become appointments. So we talk to your front desk, and we track calls and forms by matter type wherever we can.
That conversation is often where waste shows up first. When we took on Timpano Legal’s marketing, reception’s feedback led us to unwanted children’s court calls, and we fixed it within our first month. If you’re a practice manager, a ten-minute monthly chat between us and reception will tell you more than a dashboard.
People with a legal problem size up your firm on their phone, often while stressed. Your site should load quickly, show real lawyers with real profiles and explain the first appointment. The phone number should be easy to find. We build on WordPress, so your team can update it without calling us.
We map pages to how people search for each matter. When you’re replacing an old site, we plan the redirects in your website migration to protect existing rankings. Years of articles get an archive people can search.
People now ask ChatGPT, Gemini or Google’s AI Overviews about court appearances, bail or property settlement before they look for a firm. Those tools draw on pages that answer clearly, name their author and match what the rest of the web says about you.
Our generative engine optimisation work builds on your charge and matter pages. It adds tighter answers, clear authorship by your lawyers and consistent details across directories. We think these answers will matter more for researched matters like family law than for urgent criminal calls.
A referral from an accountant or a former client still sends work your way, but the person referred will look you up first. Your Google Business Profile for each office, your reviews and how you respond to them all shape whether that call happens.
We manage a profile for each office and set up a simple way to ask satisfied clients for reviews, using wording your firm has approved. A strong profile with recent reviews keeps working long after a small ads budget has run out.
Most firms don’t need a rebrand. You need one when the name no longer fits the work, when two practices merge or when a new division needs its place. Then your branding has to work for clients and for the lawyers you’re recruiting.
We keep it practical. You get a clear position, an identity that works on letterhead and on a phone, and a tone that sounds like your lawyers.
Bring a rough picture of last month’s enquiries, or what reception has been hearing. We’ll show you where the wrong calls are coming from and what we’d fix first.
Tell us which matters you don’t take, then let us talk to whoever answers your phones. In our experience, wasted spend comes from campaigns that are too broad, website content that attracts the wrong searches, or both. We block those searches, separate campaigns by matter type and review what reception hears each month. When we started working with Timpano Legal, children’s court calls were 25% of conversions because the website mentioned those cases. Within our first month they were down to 0%.
Yes, and it’s usually the smarter way to start. We build a small plan around that one area. It gets its own matter pages, a campaign with its own budget and locations, and separate enquiry tracking. We ran a Mandurah campaign for Timpano Legal to support a recently hired South West lawyer. If you’re opening an office in a new town, set up its Google Business Profile and local pages before the lawyer starts.
We check the current rules for every campaign, and nothing runs until your nominated lawyer has signed it off. Legal advertising carries professional obligations most businesses never face, and those rules can change. So we confirm wording with you (and your legal or compliance adviser, if you use one) before anything goes live. Our copy makes no promised outcomes and no inflated success claims. You’re the lawyers, so the final compliance call always sits with your firm.
Most of it comes at the start. The early strategy sessions take a few hours while we learn your practice areas and offices. After that, your lawyers’ main job is checking drafts for legal accuracy, and how long that takes depends on how much we’re publishing. We meet each quarter to review results and agree the next plan. Monthly summaries are short enough to read between court appearances.
Often because the earlier work chased one or two big terms like “lawyer Perth” and little else. Those take a long time to win and attract every kind of enquiry. We start with the charges and matters you want more of, and build a properly researched page for each. That’s how Timpano Legal reached the top 3 for searches like arson charges and criminal appeals, which helped its main criminal law terms climb.
It depends on how urgent your matters are. If most of your work is criminal or traffic matters, start with Google Ads, because people facing a charge ring someone today. If you’re in family, estates or commercial law, put more into SEO and matter pages, with a small campaign alongside. If you’re a sole practitioner, hold off on both. Sort out your Google Business Profile, your reviews and one good page per matter type first.
Not always. If your site loads quickly on a phone, shows your lawyers clearly and makes calling easy, we’ll work with it. If it breaks, can’t be updated without a developer or is losing you enquiries, rebuild it first. That was the case when we rebuilt HHG Legal Group’s website. We were already running its SEO and Google Ads, and the old site kept getting in the way. Once the new site launched, rankings improved almost immediately.
building your marketing strategy
We do the research, the writing and the build. Your lawyers do what only they can: check that every statement about the law, the process and your services is accurate. Drafts arrive ready to review between appointments, with specific questions flagged. Nothing goes live until a named lawyer at your firm approves it. A named person at Distl signs it off before it reaches you.
Your receptionist or intake team hears more about your marketing than any report. Each month your account manager checks in with them: which calls are worth having, which aren’t, and what people say when they ring. That feedback shapes the next round of changes to ads, pages and keywords. It’s often where the month’s most useful fix turns up.
We’d rather prove the marketing on one practice area or one office than spread a budget thinly across all of them. Once the phones confirm it’s working and your lawyers have capacity, we add the next area. When a new lawyer joins a regional office, we can build a local campaign around them. We did that for Timpano Legal in Mandurah.
We work in quarterly cycles, with a list of tasks agreed with you at the start of each one. Once a year we reset the bigger plan around where the firm is heading. That might mean new partners, new offices or practice areas to grow or wind back. Between reviews you’ll hear from the same account manager, who knows your practice areas and your people.
Book a strategy consultation and bring your practice areas, your offices and the calls you’d rather not get. If you’re around Perth, we’re happy to come to you.