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Law firm SEO typically costs $2,000 to $10,000+ per month. Costs vary significantly by practice area - personal injury and criminal defense are more competitive than estate planning or immigration. At Armitage Media, plans start at $1,497/month. The metric that matters is cost per signed retainer, not cost per click.
Personal injury SEO is the most competitive and typically costs $3,000-$10,000/month due to high case values and intense competition. Criminal defense ranges $2,000-$6,000/month. Family law and estate planning are less competitive at $1,500-$4,000/month. Immigration law ranges $2,000-$5,000/month. Multi-practice firms targeting several areas should budget for the higher end since each practice area needs its own content strategy.
At Armitage Media, the Starter plan ($1,497/month) includes SEO with 50 tracked keywords focused on your practice areas, Google Business Profile optimization, 2 practice-area pages per month, and an analytics dashboard tracking marketing to signed retainers. Growth ($2,497/month) adds AI search visibility - when prospects ask ChatGPT "best personal injury lawyer in Chicago," your firm shows up. Scale ($4,497/month) adds programmatic content, multi-location pages, and a dedicated strategist.
The average personal injury case is worth $3,000-$15,000+ in fees. Family law cases average $3,000-$8,000. Criminal defense $2,000-$10,000. If your SEO investment is $2,497/month and generates 3 new retainers per month, your cost per acquisition is $832 - a fraction of the case value. Google Ads for "personal injury lawyer" costs $50-$200 per click with conversion rates around 3-5%, making the effective cost per lead $1,000-$6,000 before you even sign them.
Avoid providers who guarantee #1 rankings (Google does not work that way), require 12+ month contracts with no exit, focus on traffic instead of signed retainers, or cannot explain how they handle attorney advertising compliance. The best test: ask "How many signed retainers did your average law firm client get from organic search last month?" Silence is your answer.
See exactly where your digital presence stands. Rankings, AI visibility, competitors. No pitch deck.