Audits · Budget · Agency Oversight
Law Firm Marketing Consultant.
A second look at the marketing you already have. We tell you what is working, what is wasting money, and what to do next, in a written plan your team or your agency can run.
We have specialized in law firm marketing since 2014. We apply the same experience we use to manage client campaigns when we evaluate your firm’s marketing and the people already doing the work.
Google Ads and Microsoft Ads Certified
Google Partner and Microsoft Advertising Certified Professional.
We Review the Marketing and Recommend What to Do Next
We review your firm’s current marketing, recommend how to allocate the budget, and evaluate whether the existing work is producing calls and leads. Your staff or current agency remains responsible for execution.
Marketing audits. We review the law firm website, SEO, ad accounts, Google Business Profile, content, branding, social presence, and intake data that the firm makes available. We separate problems with lead generation from problems with intake, then identify what to fix, what to keep, and what to stop paying for.
Channel strategy. We recommend the digital marketing channels that fit your practice area, market, budget, and intake capacity.
Budget allocation. We recommend how much to spend on search, ads, content, social media, and email based on the work the firm needs.
Vendor and agency oversight. We read your agency’s reports, check the ad accounts behind them, and sit in on calls, so someone who does the same work is checking the digital marketing services you pay for.
Second opinions. A review of proposals from legal marketing agencies before you sign, or of an existing marketing firm’s work before you renew.
We Base Our Recommendations on Campaigns We Manage
Our day job is running law firm SEO, Google Ads for law firms, content, and social media. The recommendations in a consulting plan come from the same account work, reporting, and campaign decisions we handle for management clients.
We report the calls and qualified leads on every engagement, and we follow those leads through to consultations and signed cases. We set up the CRM connection as part of the work.
We also do not represent competing law firms in the same market.
We Decide Which Channels to Use, and What Each One Is For
We decide which channels to recommend, what the firm should use each one for, how to divide the budget, and who will be responsible for the work.
Organic search, map results, and paid search reach people who are actively looking for legal services. The appropriate investment depends on the practice area, the market, the firm’s current visibility, and the economics of a new case.
We use content marketing to address focused legal searches, social media marketing to publish useful material and support professional outreach, and email marketing to communicate with people who have agreed to hear from the firm. We also measure how the firm appears in answers from ChatGPT, Claude, and Google’s AI features and improve the information those systems can find about the firm.
We use search demand, urgency, competition, case value, intake capacity, existing assets, and budget to decide which work should come first. The final plan reflects those decisions.
When Consulting Fits, and When Full Service Fits
Consulting fits a firm that already has staff or vendors available to execute the work but needs a marketing plan and independent guidance.
You have an in-house marketer or a capable assistant who can execute, and they need a legal-specific marketing plan with priorities in order.
You already pay a marketing agency and want an independent review of its reports and account activity.
You are comparing digital marketing agencies and want the proposals reviewed by someone who knows what the work should produce.
You want an audit and a written plan before you commit a serious marketing budget to anything.
Full service fits when the firm wants one company to plan and execute the work. In that case, our outsourced marketing department manages the channels instead of stopping at the plan. We provide law firm SEO services, PPC, content marketing for law firms, and law firm website design. A consulting engagement can also become a management engagement after the plan is complete.
The consulting deliverable
Inside a Consulting Engagement
What the audit covers depends on the firm. An established practice with an agency of record needs its ad accounts, analytics, and invoices read closely. A newer firm may need a market review, a look at competitors, and a build order for its law firm website and first marketing campaigns.
Based on the audit, we create a marketing plan for your firm, market, budget, and existing resources. We identify what to do, what to address first, and who should handle each part.
We hand the plan to you and the people responsible for carrying it out. Your staff or existing vendors execute the work. If you want us to manage the execution, the outsourced marketing department may be a better fit.
Book a discovery call and tell us the decision you are trying to make. If consulting is the wrong buy for it, we will say so.
We Specify What to Do and How the Firm Will Evaluate It
For each recommendation, we identify the business objective, the person responsible for the work, the expected cost, and when the firm should review the results.
Business objective and measurement. We identify the result the firm wants and the available metrics, such as calls, qualified leads, consultations, and signed cases.
Responsibility and cost. We specify whether the work belongs to the firm or a vendor and what the firm should expect to spend.
Review schedule. We set a date for the firm to review the available results and decide whether to continue, change, or stop the work.
If we recommend video, for example, we also specify who will record and edit it, where the firm will publish it, what the work is expected to cost, and which results the firm should review.
Rated by the law firm owners we work with
Questions Law Firms Ask About Marketing Consultants
What does a law firm marketing consultant do?
A consultant audits your firm’s overall marketing, sets the strategy and the budget, and reviews the vendors doing the work. We create a customized marketing plan for your staff or existing agency to execute.
How is a marketing consultant different from a law firm marketing agency?
A marketing agency executes the work. A consultant reviews the situation and recommends what the firm or its existing vendors should do. Because we also manage campaigns for law firms, we give the execution team specific instructions, including which pages or campaigns to address first.
Can you give a second opinion on our current agency’s work?
Yes. We sell some of the same services as the agency under review, so we disclose that conflict. We read the reports, inspect the accounts we can access, and compare what was billed with what was completed. If the work is sound, we say so. The written assessment is yours whether you keep the agency, replace it, or bring the work in-house.
Do solo attorneys and small law firms need a marketing consultant?
Yes. We scope the project around the firm’s budget, the people available to execute the work, and the marketing questions the firm needs answered.
Which practice areas do you consult for?
We consult for law firms in family law, personal injury, criminal defense, estate planning, bankruptcy, immigration law, and plaintiff-side employment law. We evaluate the searches, competition, urgency, intake process, and case economics for the firm’s practice area and market.
What if the audit says we should spend less?
Then we tell you to spend less. Part of what a second opinion is for is finding the spending that should stop.
Will you implement the plan?
The consulting project ends with a plan for your staff or existing vendors to execute. If you want Baltzer Marketing to handle the execution, we can propose a separate full-management engagement.
How much does law firm marketing consulting cost?
The price depends on the scope. A proposal review and a full marketing audit require different amounts of work. During the first conversation, we review what you are spending, what those channels are producing in calls and leads, and what you need from the consulting engagement. We then give you a price for the project.
See What Is Working and What Is Wasting Money
We will tell you what to keep, what to stop, and what to do next.