Not all marketing agencies understand the legal industry. Here’s how to spot the ones that will waste your money.
Introduction
If you’ve ever hired a marketing agency only to feel frustrated or misled after a few months, you’re not alone. Law firms are a unique business — and most agencies don’t understand how legal marketing really works.
The problem? Agencies make much ado, but few deliver special expertise, transparency, and communication law firms demand. Before you spend another buck, here are some of the most obvious red flags to check for when choosing a marketing partner for your law firm.
No Experience in the Legal Space
Marketing legal is unlike marketing e-commerce or restaurants. The rules are different. The customer is different. The consequences are greater.
If an agency can’t give you examples of actual law firm campaigns with measurable outcomes, be careful. Ask for law firm marketing case studies, testimonial quotes, or references.
Outsourcing Everything Overseas
Offshore-only agencies often have communication problems, cultural problems, and hit-or-miss quality. You’ll wait days to hear back, or receive boilerplate content that doesn’t talk to your brand.
Inquire if they have an in-house staff, and who your go-to person will be. Legal marketing requires a local, experienced team — not outsourced, generic solutions.
Vague or Infrequent Reporting
You ought to get to see how your marketing is performing. If your agency is sending you generic reports that don’t seem to have any visible KPIs — worse, no reports at all — that’s a problem.
You ought to know:
- How many leads you have received
- Which campaigns they were from
- What the next steps are to improve
If you’re constantly left wondering, “What are they actually doing for me?” — that’s a major red flag. Clarity and accountability are key in any successful law firm marketing relationship.
Focus on Vanity Metrics
Agencies that brag about impressions, likes, or followers without tying them to real business outcomes aren’t focused on what matters. For law firms, it’s all about quality leads and consultations.
Push for metrics that actually affect your growth: cost per lead, conversion rate, booked calls. These are the numbers that drive law firm revenue.
Lock-In Contracts With No Exit Strategy
Good agencies don’t need to trap you. If they require a 12-month minimum with no performance guarantee, you’re taking all the risk.
Instead, look for:
- Month-to-month options
- Trial periods or 90-day reviews
- Clear cancellation policies
Flexibility is a signal of confidence — and an essential part of any lawyer-focused marketing service.
Final Thoughts
A good legal marketing agency should feel like a partner, not a vendor. They should understand your industry, communicate clearly, and be accountable for results.
If you’re looking for an agency that lives and breathes law firm growth, Lawyer Vantage is built for you. Schedule a strategy session and let’s see if we’re a fit.