“That is really expensive” is a quote I hear every day from attorneys and law firms when we discuss building a “Good and Real Legal Marketing Program”. My response is very simple: “Yes, it is.”
The price of a basic legal marketing program is 100% based on the client’s desired results, which varies from firm to firm.The price is between $3,000 to $5,000 for a 15-page legal website with great content, onsite optimization, and basic NAP (Name, Address and Phone).
However, if the law firm wants to increase calls and real case intake from that website, then this involves more intense marketing.To get a feel for different offerings and how they work, here are three common product breakdowns.
1. Content and Blogging- These are the backbone of a great legal marketing program. The to write a REAL page of content or blog (a REAL page…none of that spun crap) is $45-$80 per a 500 to 700 words.
In addition, the following services are add-ons:
– Blog proofing – $25
– Blog optimizing – $10
– Blog images – $10
With the additional add-ons, now a blog or page of content costs $90-125 per a page. For a legal firm in a larger metro area like Miami or Boston, we typically suggest between 12 to 18 blogs a month and 2 to 4 new pages of content.
2. Name, Address, and Phone (NAP)…and Legal Directories- In the world of Search Engine Optimization (SEO) and Internet marketing, a large portion of the cost is focused on set up. This involves setting up a law firm correctly on hundreds of directories that can drive traffic to your site via:
The time is frame is about 200 hours for a setup and 10 hours per month in maintenance. Therefore, at $12-$20 an hour the cost is $3,840 to $6,400 a year.
Furthermore, there are additional services like Yext.com that will make ensure your name is correct and consistent on larger directories; however, they do not add all the necessary information. Therefore, a good legal marketing firm may use their service but still do most of the work manually. I like www.orangespotlegal.com for listing as they handle legal directories also. (In full disclosure I am part owner.)
3. Video Production and Marketing
Video is powerful right now but video production is like the Wild Wild West as far as cost and quality. The cost for video production and editing ranges from $3,000 to $12,000 for 10 to 15 videos.
Once the video is complete, it’s important to invest another $2,000 to $3,000 in video marketing. This includes YouTube channel design and set up, syndication, placement, hosting and analytics.
Miscellaneous… These are just three items that are not included in monthly SEO. Those are:
– Social Media
– Image marketing
– Paid Search
– …or anything to do with website updating or Google updates.
A lot goes into a real marketing program, but a good program can be started on every budget. Make a plan, talk to real marketing firm, and make them give you options your law firm needs and can afford.
About Paul Eisen and Real Legal Marketing.
Real Legal Marketing located in Florida is a high-value digital marketing firm working exclusively with attorneys and law firms to improve their digital marketing strategies to see results, increase new case intake, and reach firm goals. Paul Eisen has over 15 year experience in legal marketing and is the CEO of Real Legal Marketing, LLC Contact us today at (866) 546-5668.