Law firm marketing and growth for professional services firms

How clients choose a firm now

A person injured in a crash, a founder looking for a fractional finance team, a family business needing a new accountant: each of them starts with a search or a question to an AI assistant. The firms that get the call are the ones that appear in the first answers, look credible when the prospect clicks, and respond before the next firm does.

Most firms are strong on the work and weak on those three steps. The website is out of date, the content is generic, and inquiries wait in a shared inbox. We fix the whole chain, from the first search to the signed engagement letter.

Who we work with

• Personal injury, employment, immigration, family and business law firms
• Consultancies and advisory firms selling to other businesses
• Accounting, tax and bookkeeping practices
• Medical-legal, expert witness and litigation support firms
• Marketing agencies that need a specialist partner for their legal clients

What law firm marketing with us includes

• Technical SEO, local SEO and Google Business Profile for every office location
• Monthly practice-area content and blog posts, with every statute and legal reference checked
• Generative engine optimization so the firm shows up in ChatGPT, Claude, Gemini and Google AI Overview answers
• Websites, redesigns and domain migrations that keep the rankings you earned
• Client portals with secure documents, messages and payments
• AI intake that answers routine questions and books consultations, and never gives legal advice
• Google Ads and Local Services Ads with call tracking connected to your case management system
• Attorney video, reels and motion graphics that explain a process in plain words

Content that is legally accurate

We produce monthly SEO and content for US personal injury firms, and every statute is checked. That means the statute of limitations is right for the state, the comparative fault rule is correct, and a page about a local road or court names the right one. A wrong number on a legal page is worse than no page at all.

Each piece follows the same process: research, a draft written to answer the searcher's question in the first lines, a legal fact check, then review by the firm. The firm keeps final approval on everything that carries its name.

Client portals and secure websites

For a US law firm we built a client portal where clients upload documents, track their matter and pay invoices in one place. It replaces the back-and-forth of emailed attachments and gives the firm one record of what each client had sent.

Law firm websites are also a target. We have cleaned up compromised law firm sites: removing injected spam pages and malicious code, closing the hole that let it in, recovering search listings and putting monitoring and updates in place so it does not happen again. Every site we build or take over gets security care as standard.

Where our clients stand today

Right now, 10 of the businesses we work with sit in Google's top five for their main searches and show up in ChatGPT's answers. For firms, that comes from consistent practice-area pages, accurate directory and bar profiles, real reviews and outside mentions, maintained month after month rather than in a single push.

Consultancies and accounting practices

For consultancies and accountants the buyer is usually a business, and the sale is slower. Search still matters, but so do positioning, a clear offer and a steady flow of conversations. We help firms define who they serve and what they sell, then build the content, LinkedIn presence and outbound system to reach those buyers.

Inside the firm, we automate the repetitive work: onboarding checklists, document collection, engagement letters, recurring reports and dashboards that show utilization and pipeline. AI tools can draft first versions of routine documents for a professional to review, with client data kept within agreed systems.

Professional rules, respected

Every page, video and ad avoids misleading claims and promises about outcomes. For US firms we work within the state bar advertising rules the firm follows, including disclaimers where required. For UK firms we keep to SRA guidance and the UK GDPR when handling client data. Your firm keeps final approval on everything we publish.

How we work with firms

We follow Talk, Plan, Build, Grow. One Signal Lead runs your account across search, web, content and intake, and every deliverable has a date in writing. Monthly reports show rankings, inquiries, calls and signed cases or engagements where your systems allow us to track them.

Cost depends on scope: the number of practice areas and office locations, how much content you need each month, whether we are rebuilding the website or a portal, and whether we manage paid search.

Questions

How do law firms show up in ChatGPT's answers?

By being described clearly and consistently across the sources assistants read. That includes the firm's own practice-area pages, but also reviews, legal directories, bar profiles, local news and lists. Firms with accurate, consistent information across those sources, strong reviews and pages that answer real client questions get named more often.

Can we change our domain or rebuild our site without losing rankings?

Yes, if the migration is planned properly. We build a full redirect map, keep content parity for pages that rank, update directory listings and Google Business Profile, and monitor rankings and errors after launch. Most ranking losses after a rebuild come from missing redirects and deleted pages.

Does your AI intake give legal advice?

No. The assistant answers routine questions such as office hours, practice areas and what to bring to a consultation, collects the prospect's details and books a time. Anything that sounds like a request for legal advice is handed to a person at the firm. We agree those rules with you and test them before launch.

Who checks the legal accuracy of your content?

Our writers research every statute, deadline and court reference against primary sources before a draft goes to the firm. The firm then reviews and approves it. We never publish legal content without the firm's sign-off, and we update pages when the law changes.

Our website was hacked. Can you fix it?

Yes. We have cleaned up compromised law firm websites. We remove malicious code and spam pages, close the vulnerability, request removal of spam URLs from search results, restore clean backups where needed and set up updates and monitoring. Then we check that rankings and listings recover.

Do you work with UK law firms as well as US firms?

Yes. We work with UK firms on websites, search, content and intake. UK pages follow SRA guidance, use British spelling and legal terms, and handle client data under the UK GDPR. Most of our legal content work today is for US personal injury firms, so UK projects start with a short review of your market.

Do you work with accountants and consultancies too?

Yes. For accounting practices and consultancies we focus on positioning, search, LinkedIn and outbound to reach business buyers, and on automating internal work such as onboarding, document collection and recurring reports. The same one-lead model applies.

What does law firm marketing with 22 Signals cost?

It depends on scope. The main factors are the number of practice areas and locations, monthly content volume, whether you need a new website or client portal, and whether we run paid search. We send a written scope with dates after a 15-minute call.

Book a 15-minute call.

A fit check, not a pitch. A few questions, an honest answer and a clear next step. Not every call ends in a proposal.

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