Connect with us


SEO vs. PPC for Law Firms

laptop computer on glass-top table

From bankruptcy to divorce, people all over the world seek legal representation for various reasons. A study by the National Law Review revealed that 69% of people seeking legal representation conduct their searches online via desktop, laptop, or mobile device. Of that 69%, 78% feel that finding a local attorney is of the greatest importance. So what does that mean for you as an attorney? It means that your approach to acquiring new clients may need to be revisited.

SEO and PPC are going to be your top contenders in client acquisition, but “Which is better for your law firm? SEO or PPC?

The answer here will depend on what you’re looking to achieve with your firm. With law firm SEO, your monthly investment will organically produce more leads from month to month. With PPC, the only way you’re going to increase your number of leads is by increasing your ad spend.

The top three ranking sites on Google get 75.1% of all clicks on average, meaning if you are not in one of those top spots, you are all but invisible to potential clients.

SEO is an extremely powerful marketing channel, but it does take a while to work – making PPC a common addition.

Today, we are going to take a look at how and when they should be used to complement each other – starting with a quick overview of each.


SEO, or search engine optimization, is a strategy that naturally improves organic traffic and search ranking by raising traffic to your website. It focuses on providing high-quality content that will help you appear at the top of search results.

In general, clients are more likely to click on organic search traffic than they are to click on paid ads–and organic SEO offers a higher degree of credibility. Paid search ads, however, also offer key advantages.


PPC, or pay-per-click, campaigns offer highly targeted results that can instantly position your law firm in a highly visible location. Using this ad style, you will pay for each click on your link, and potential clients can see that you have paid for that visibility.

Paid ads have about an 11% click-through rate on Google and some law firm keywords are very expensive, with some costing more than $500 per click.

So Which Is Better For Your Law Firm?

As with all things digital marketing – it depends… Do you have the “Rome wasn’t built in a day” mentality and understanding of SEO? Or do you seek the instant gratification that PPC brings? Both can yield great results for your firm, but there are some important factors to consider about both methods first.

Here is why.

PPC Can Give You Immediate Results

Organic SEO often takes time. Raising your organic search ranking generally takes at least three months–and more often, it will take between six months and a year of consistent work to reach the top 3 positions for valuable keywords.

PPC, on the other hand, can give you much faster results. When you purchase PPC ads, you will start appearing on the first page of search results as soon as your campaign goes live. As a result, you can often start seeing more traffic very quickly.

Focus on SEO Can Provide Longer-Term Results

While SEO isn’t fast, it does have many long-term benefits for your website. When you focus on organic SEO, you’re focusing on building authority & credibility for your website. As your search ranking rises, it shows that you’re providing high-quality content that is genuinely beneficial to your target audience. 

Google’s algorithm changes regularly, but it continues to focus on content that offers value. The algorithm includes more than 200 different factors, many of which focus on the quality of the content on your website. Here are some ways that SEO will give your firm long-term results.

  • Backlinks. Links that point back to your site establish that you have provided valuable and shareable information that other people have used. This will gain your firm new referral traffic.
  • Content-Length. Your law firm intends to offer legal services, of course, but you want to also establish your firm as a trusted resource to users simply wanting information as well. Longer-form content often provides the valuable information users are looking for. 
  • Searcher Intent. When users search the internet, they’re looking for something in particular, whether it be a product, service, or useful information. The relevance of your content will determine whether or not it meets their query adequately. This is all part of the buyer’s journey.

This long-term SEO strategy won’t produce results overnight, however, steadily working on this strategy will produce long-term results. You’ll feel good knowing your firm landed its ranking from organic traffic from being a trusted and reliable source of information, and no one can take that away from you.

You Can Scale PPC Campaigns Quickly

With a PPC campaign, it’s simple to change the scale of your campaign: simply increase your ad spend. With SEO, on the other hand, it can be hard to effectively scale your content production to see the same level of results.

PPC Helps Increase Brand Awareness

Finding your corner of the market can be incredibly challenging, especially as a law firm. Through PPC ads, however, you can increase awareness of your brand by as much as 80%. Even better, as a law firm, you can raise awareness of your brand at that critical moment: when searching clients need to connect with a lawyer who can help handle their case.

Which is More Effective: PPC or SEO?

You understand the benefits. Is one strategy more effective than the other? Often, marketing agencies recommend starting with a quality PPC campaign to help drive initial traffic and build awareness. Over time, as your organic search traffic grows, you may want to decrease your spending–but you may not want to eliminate it. Pausing a PPC ad campaign can lead to as much as an 89% drop in traffic to your website, even if you otherwise have high search rankings.

If you need to focus your advertising efforts, consider these key elements and how they may impact your campaign needs.

Do you need short-term or long-term advertising? SEO is a long-term strategy, while PPC campaigns are designed to help quickly boost traffic.

How much time do you want to invest in your marketing efforts? Do you have the commitment necessary to build your SEO over time?

How long has your firm been in business?

In the first year of business, only around 5.7% of businesses–including law firms–will reach the first page of Google search results organically, but you can bring more attention to your business through PPC ads. 

You have the option to do one or the other, or both. But you also have to look at your law firm from a long and short-term perspective as well. Do you plan on your firm being around for a few years or years to come? For a long-term firm, you’re going to need a strategy that will be around as long as your firm will be

Stanley Gatero is a writer at Disrupt Magazine. He covers topics concerning technology, entrepreneurship, news, and sports. He is an avid traveler.

Advertisement defi

Join Disrupt Magazine

Become A Disrupt Contributor

Most Disruptive

Social Media13 hours ago

Khaby Lame Becomes The Most Followed TikToker in The World

Khabane Lame was a machine operator but now trending and just became a star from an account he created on...

Tiger_Shroff Tiger_Shroff
Entertainment1 day ago

Meet Bollywood Star Tiger Shroff

Tiger Shroff has a long history in the film industry, starting before his birth. With prominent parents in the industry...

Amanda Bernardo Amanda Bernardo
Women Who Disrupt2 days ago

Meet “The Pizza Princess” Amanda Bernardo

If you live in or near New Haven, Connecticut, you may be familiar with the hidden gem that is “New...

Shirley_Setia Shirley_Setia
Women Who Disrupt2 days ago

Meet Upcoming Bollywood Star Shirley Setia

Shirley Setia is the little Kiwi that could. Coming out of seemingly nowhere with a hit cover on YouTube, she...

two people shaking hands two people shaking hands
Diversity in Tech4 days ago

How the Best Leaders Create and Build Trust in a Modern Workplace

Being a leader in any setting can be challenging but within professional settings, you really are juggling a lot at...

Jay Majors Jay Majors
Executive Voice2 weeks ago

How Jay Majors Is Disrupting The Barber Industry

When we see a successful figure in any industry, learning their story, where they came from, and how they’ve struggled...

Daymond JOhn Daymond JOhn
Executive Voice2 weeks ago

Daymond John Can’t be Stopped

Perhaps you know Daymond John from the wildly popular show Shark Tank. Or maybe you’re familiar with his revolutionary clothing...

Finance2 weeks ago

Ryan Carroll Establishes Wealth Assistants to Serve as a Launching Pad for Hopefuls Worldwide

Countless highly accomplished personalities and established authorities have proven that the pursuit of one’s passion can be a way to...

Business3 weeks ago

Social Media Star, TheBlondeJon’s Journey from Homelessness to Multimillionaire Status

A strong self-belief in oneself is a powerful enabler no matter the obstacles or challenges one faces on a journey....

Entrepreneurship3 weeks ago

Skylar Domine on His Bold Moves in the Entrepreneurial Realm and Overarching Mission to Help People and Communities

Many of today’s powerhouses managed to gain a solid foothold in the world of business and stand out in an...


Copyright © 2020 Disrupt ™ Magazine - Disrupt is a Minority Owned Privately Held Company

Disrupt ™ is the voice of Latino entrepreneurs around the world. We are part of a global movement to increase diversity in the technology industry and we are focused on using entrepreneurship to grow new economies in underserved communities around the world. We enable millennials to become what they want to become in life by learning new skills and leveraging the power of the digital economy. We are living proof that all you need to succeed in this new economy is a landing page and a dream. Disrupt tells the stories of the world top entrepreneurs, developers, creators, and digital marketers and help empower them to teach others the skills they used to grow their careers, chase their passions and create financial freedom for themselves, their families, and their lives, all while living out their true purpose. We recognize the fact that most young people are opting to skip college in exchange for entrepreneurship and real-life experience. This Podcast was designed to give them a taste of that.