Study on SEO Contracts for Law Firms: Drive Marketing Growth

Law firm desk setup with SEO contracts, justice scales, gavel, and laptop.

Written by Aaron R. Winston
Last Updated: October 9, 2024 12:31am CDT

Law firm desk setup with SEO contracts, justice scales, gavel, and laptop.

In today’s competitive legal landscape, a well-defined and comprehensive SEO contract is critical for the success of your law firm’s digital marketing efforts.

But what should a robust SEO and marketing service agreement include to ensure your law firm gets the best results?

Our editorial team at Express Legal Funding consulted with eight top SEO experts in the legal industry to create a study to identify what are considered the most critical components of an effective SEO contract.

Infographic on SEO contracts survey: 100% of experts agree that contracts are critical for law firm SEO services, 100% stress the importance of specifying scope, responsibilities, and reporting, 75% emphasize pricing should be based on marketing campaign complexity, 87.5% recommend monthly reporting for transparency, 50% support starting with short-term contracts to build trust, 87.5% highlight the importance of confidentiality and data sensitivity expectations within contract terms, and 75% agree that clear SEO contracts lead to long-term client relationships.
This infographic highlights the critical findings from a survey on SEO contracts in the legal industry conducted by Express Legal Funding.

By outlining the scope of services, setting clear expectations, and addressing key aspects like pricing, monthly reporting, and confidentiality, you can protect your firm’s interests, build trust with the marketing agency you retain, and create a strong foundation for a successful, long-term partnership with them.

First, we will begin our guide by summarizing the key insights and trends gathered from the 8 SEO expert respondents:

Table of Contents

Key Insights About SEO Contracts for Law Firms:

  • 100% of experts agree that contracts are critical for law firm SEO services.
  • 100% stress the importance of specifying scope, responsibilities, and reporting.
  • 75% emphasize pricing should be based on marketing campaign complexity.
  • 87.5% recommend monthly reporting for transparency.
  • 50% support starting with short-term contracts to build trust.
  • 87.5% highlight the importance of confidentiality and data sensitivity expectations within contract terms.
  • 75% agree that clear SEO contracts lead to long-term client relationships.

Why SEO Contracts Are Critical for Law Firm Clients

SEO contract on a desk in a law office, surrounded by scales of justice, books, and plants.

  • Clear Expectations: Contracts define the scope of work, timelines, and deliverables, ensuring both the law firm and the SEO agency are aligned from the start.
  • Risk Mitigation: A well-structured contract reduces the likelihood of misunderstandings, disputes, and service delivery issues.
  • Trust Building: Short-term contracts that transition into month-to-month engagements help establish trust between the law firm and the agency.

100% of the experts in our analysis agree that contracts are essential for lawyer marketing services.

Whether it’s setting expectations or protecting both the agency owners and the law firm, SEO contracts play a crucial role in successful collaborations.

Contracts reduce the risk of misunderstandings and ensure both parties clearly understand the work to be done, the timeline, and compensation.

Without a contract, resolving conflicts over service delivery and expectations becomes much more difficult.

Read our guide about the 10 types of SEO spam tactics personal injury lawyers must avoid.

1. Defining Scope, Roles, and Reporting in Client-Agency Contracts

Law firm desk with "Scope of Services" checklist, coffee, plant, glasses, calculator, and lamp.

Why Defining Scope is Essential for Law Firm SEO Services:

  • Service Transparency: Detailing on-page (i.e., website copy or blog content) and off-page optimization (i.e., backlink building or guest posting), content creation, and keyword research gives law firms clarity on what the SEO agency will deliver.
  • Regular Reporting: Ensures clients stay informed about the progress of their SEO campaigns, building accountability and trust.
  • Shared Responsibilities: Defining both agency and client roles helps avoid misunderstandings about who is responsible for what.

100% of the experts stressed the importance of specifying the scope of work, responsibilities, and reporting procedures in contracts.

This includes essential SEO tasks like keyword research, on-page optimization, link building, and monthly SEO reports on rankings and traffic.

As Alexander Palmiere of Refresh Digital Strategy points out, contracts must precisely clarify what will be delivered, on what timeline, and at what cost.

Defining these elements upfront prevents common disputes and establishes a smoother working relationship.

2. Set Pricing Based on SEO Marketing Campaign Complexity

A computer screen displays pricing plans for law firm SEO: Basic, Pro, and Growth.

Factors Impacting SEO Pricing for Law Firms:

  • Keyword Difficulty: More competitive keywords (search terms that are harder to rank high in the search results on Google) require more aggressive lawyer marketing strategies, which raises costs.
  • Campaign Complexity: Long-term campaigns targeting multiple practice areas and locations are more resource-intensive.
  • Value Transparency: Clearly defined pricing helps attorneys understand why specific SEO and content marketing strategies cost more than others.

75% of the experts emphasized that pricing should be based on the complexity of the SEO campaign.

Difficult personal injury lawyer keywords with volume & KD%.
Modified screenshot of Semrush Keyword Magic Tool for “personal injury lawyer” in the United States (Captured October 2024)

Magee Clegg from Cleartail Marketing notes that pricing is determined by the difficulty of ranking in the search results for the targeted keywords and the required level of link-building.

This transparency is essential for law firms to ensure that SEO campaigns are cost-effective while still delivering results. Without clear pricing terms, disputes over costs can arise, harming the partnership.

3. The Importance of Monthly SEO Reporting

A lawyer on a Zoom call attends a marketing agency's monthly reporting meeting per SEO contract requirements.

How Monthly SEO Reports Strengthen Law Firm Marketing Agency Partnerships:

  • Progress Tracking: Transparent reports show rankings, traffic, and visibility improvements (or losses) over time gathered from third-party sources.
  • Accountability: Agencies can demonstrate their work’s value through concrete metrics, justifying the cost of ongoing services.
  • Data-Driven Adjustments: Regular reporting allows for strategic adjustments based on campaign performance.

87.5% of the experts we consulted stressed the importance of regular reporting.

A desk with a computer screen showcasing vibrant SEO charts and performance graphs, surrounded by plants and stationery.

Doug Steinberg of Magnetik explains that transparent reporting builds trust and helps lawyers understand the effectiveness of their SEO efforts.

By providing detailed reports on rankings, traffic, and other vital metrics, agencies can justify their fees and show the value they bring to the law firm.

Without consistent reporting, law firms may question whether they’re receiving a good return on their investment, which can lead to dissatisfaction or termination of the contract.

That said, what metrics should lawyers care about and expect to see in a monthly report?

Key Performance Indicators (KPI) for Legal Website SEO

Law firm office scene with desk, SEO graph icons, bookshelves, and a "KPI" sign overhead.

The following are some of the most crucial key performance indicators (KPIs) that are essential for measuring the success of an SEO strategy for law firms:

Organic Traffic

  • Description: The number of visitors coming to the law firm’s website via search engines.
  • Why It Matters: It shows how well your SEO efforts are driving potential clients to your site.

Keyword Rankings

  • Description: The positions of your target keywords on search engine results pages (SERPs).
  • Why It Matters: Higher rankings for relevant keywords increase the visibility of your law firm to potential clients.

A potential legal client holding a phone taps a "Call Now" button on a website to contact a personal injury lawyer.

Conversion Rate

  • Description: The percentage of website visitors who take a desired action, such as filling out a contact form or calling the firm.
  • Why It Matters: Conversions are a direct indicator of how effectively your SEO strategy is bringing in qualified leads.

Bounce Rate

  • Description: The percentage of visitors who leave the site after viewing just one page.
  • Why It Matters: A high bounce rate indicates to search engines that visitors aren’t finding what they need or that the website content is not engaging enough.

Time on Page

  • Description: The average time visitors spend on a page.
  • Why It Matters: It indicates how engaged visitors are with your site’s content. Longer dwell time on the page signals higher levels of engagement and helpfulness to search engines.

Backlinks

  • Description: The quantity and quality of external websites linking to your law firm’s website.
  • Why It Matters: High-quality backlinks improve your site’s authority, leading to better rankings.

Local Pack Rankings

  • Description: Your law firm’s visibility in local search results, specifically the “local pack” on Google (maps and local listings).
  • Why It Matters: Many legal clients search for local services, so ranking in the local pack can drive high-quality leads.

Google Business Profile Engagement

  • Description: The number of actions (clicks, calls, directions) users take on your Google Business profile (formerly known as Google My Business).
  • Why It Matters: It reflects how well your firm is engaging local search users, an essential aspect of local SEO.

Click-Through Rate (CTR)

  • Description: The percentage of people who click on your website’s listing in the search results compared to the total amount of impressions.
  • Why It Matters: A higher CTR means your meta descriptions and titles are compelling users to click, which can improve rankings.

Leads Generated from Organic Search

  • Description: The number of leads (inquiries, free attorney consultations, etc.) originating from organic search traffic.
  • Why It Matters: Leads are the ultimate goal for most law firms’ SEO campaigns, as they directly impact revenue.

Impressions

  • Description: The number of times your website appears in search results for a keyword.
  • Why It Matters: Increased impressions signal growing visibility for target keywords and can indicate monthly search volume (how many times a keyword is searched).

Client Retention Rate

  • Description: The percentage of legal clients who hire the law firm after their first engagement.
  • Why It Matters: Client retention indicates satisfaction with your services and the relevance of leads brought in via SEO efforts.

4. Offering Short-Term Contracts to Build Trust

A lawyer reads a "Short-Term SEO" contract at a cluttered law firm office desk with files and a plant.

Advantages of Short-Term SEO Contracts:

  • Flexibility: Short-term contracts allow law firms to assess results before committing long-term.
  • Lower Risk: Firms can exit easily if expectations aren’t met, reducing the risk of long-term commitments.
  • Time to Earn Trust: Successful short-term engagements often lead to long-term partnerships.

50% of the experts suggest starting with short-term contracts (3 months) that transition to month-to-month engagements.

Jason Bland from Custom Legal Marketing advocates this short-term contract approach, noting that many of his law firm clients have remained month-to-month clients for years after starting with a short-term contract.

This flexible arrangement allows law firms to evaluate the agency’s performance before making a long-term commitment, building trust and reducing the risk of dissatisfaction.

5. Managing Confidentiality and Sensitive Data

Holographic padlock symbol for data security with icons signifying importance of terms about sensitive data in SEO contracts for law firms.

Why Confidentiality Matters in SEO Contracts:

  • Sensitive Data: Law firms deal with confidential information that must be protected (customer data like phone numbers, email addresses, and names help with conversion tracking for marketing campaigns.)
  • Compliance: Contracts need to address privacy laws and data protection regulations to ensure legal compliance.
  • Client Assurance: Including strict confidentiality clauses reassures law firms that their sensitive data will be handled securely.

87.5% of the experts we analyzed emphasize the importance of confidentiality and data sensitivity in SEO contracts.

A legal assistant in a law firm's office talks on the phone to a client handling sensitive data and confidential information.

Jay Owen of Business Builders highlights that his team is trained to handle sensitive legal data carefully, ensuring that content complies with privacy regulations.

Law firms must prioritize confidentiality to protect their clients and maintain their professional reputations.

6. How Clear Contracts Foster Long-Term Partnerships

A lawyer and an SEO agency account rep in a law office exchanging a high five and smiling about their successful partnership.

Why Strong SEO Contracts Create Lasting Relationships:

  • Expectation Management: Clear contracts help both parties understand deliverables, timelines, and costs, reducing the likelihood of disputes.
  • Fewer Disputes: When expectations are clearly defined, fewer misunderstandings arise, making it easier to maintain a positive working relationship.
  • Agency Client Retention: Law firms are more likely to remain long-term clients if the contract establishes trust and transparency from the start of the relationship.

75% of the experts agree that clear contracts lay the groundwork for long-term partnerships.

Ross Plumer from RJP.Design shares that robust contracts give clients confidence in the promised outcomes, which in turn fosters long-term relationships between law firms and SEO agencies.

Agencies can avoid disputes and build lasting partnerships by providing transparency from the outset.

SEO Contract Best Practices

A lawyer meeting with a giant shield SEO contract at the center of the law firm scene, indicating legal protections from the signed agreement.

Clearly Define the Scope of the Work

  • Specify SEO services to be provided (on-page, off-page, technical SEO, content creation, keyword research).
  • Outline timelines, deliverables, and expected outcomes to set clear expectations.

Set Transparent Pricing

  • Base pricing on the complexity of the campaign (keyword difficulty, competition, geographic targeting).
  • Include a breakdown of costs for different services like link-building or local SEO for the law firm.

Include Reporting Requirements

  • Define the frequency (monthly or quarterly) and format of reports.
  • Specify what will be reported: traffic metrics, keyword rankings, backlinks, and conversion rates.

Establish Responsibilities

  • Clarify both the agency’s and the law firm’s roles (e.g., content approvals, providing access to website analytics).
  • Ensure mutual understanding of who is responsible for each task to avoid misunderstandings.

Create Flexibility with Short-Term Contracts

  • Offer a short-term (3-6 month) contract option to allow evaluation of SEO results before long-term commitments.
  • Transition into month-to-month contracts based on performance.

Address Confidentiality and Data Privacy

  • Include clauses protecting sensitive client data (contact info, legal information).
  • Ensure compliance with privacy regulations like GDPR or CCPA.

Set Clear Termination Clauses

  • Detail the process for contract termination by either party, including any notice periods.
  • Include conditions under which the contract can be terminated early by each party (e.g., breach of contract).

Outline Deliverables and Performance Metrics

  • List specific deliverables, such as the number of keywords targeted or backlinks built.
  • Define key performance indicators (KPIs) for measuring success (e.g., organic traffic, lead generation).

A concerned man with a bandaged arm searches "Car Accident Lawyer" keyword on his computer.

Include a Non-Compete Clause

  • Prevent the SEO agency from working with direct competitors (i.e., personal injury law firms in the same city) during the contract period to avoid conflicts of interest.

Establish Expectation for Regular Strategy Reviews

  • Ensure the contract includes scheduled strategy reviews to adjust tactics based on performance and new market conditions.

Clarify Ownership of Work

  • Define who owns the content and assets created during the contract period for the law firm’s website.

Set Communication Guidelines

  • Specify communication frequency (weekly updates, monthly calls) and preferred channels (email, Slack, video conferencing, etc.).

Legal Compliance

  • Ensure the contract adheres to any legal regulations relevant to both the SEO agency and the law firm.

Include a Dispute Resolution Process

  • Detail how disputes will be handled (e.g., mediation, arbitration) to avoid costly legal proceedings, such as a jury trial.

Final Thoughts on the Importance of SEO Contracts for Law Firms and Marketing Agencies

Our analysis of top law firm SEO experts highlights the key components that make for successful SEO management contracts.

From specifying scope and pricing to addressing data confidentiality and reporting, these contracts are essential for building trust and ensuring that both the law firm and the SEO agency are aligned on expectations.

Whether you’re considering short-term contracts or long-term engagements, having a clear, well-structured contract will help your law firm succeed in the competitive world of legal services SEO.

How Express Legal Funding Supports Law Firms with Client Funding and SEO Solutions

At Express Legal Funding, we understand the critical role a well-structured SEO contract plays in helping law firms achieve digital marketing success.

An Express Legal Funding employee is working at his desk, creating expert content for the pre-settlement funding company's website.

Like us as a top-rated legal funding company based in Plano, Texas, law firms can build a strong foundation for sustainable online growth by clearly defining the scope of services, setting transparent pricing, and maintaining confidentiality.

If you are a personal injury lawyer or law firm with clients who need a little extra financial support while their case progresses, Express Legal Funding can help.

As a nationally recognized and trusted pre-settlement funding company and brand, we provide non-recourse advances to bridge the gap between lawsuits and settlements.

This helps your clients remain patient and allows you to focus on what you do best: securing the best possible outcome for their case.

A woman who is a client of Express Legal Funding holds bundles of cash and smiles outside a check-cashing store.

Contact us today to learn more about our top-rated legal funding options and exclusive SEO partner solutions. Experience the Express Legal Funding difference to take your law firm to new heights of success.

FAQs: Law Firm SEO Management Contracts

Why do law firms need SEO contracts?

An SEO contract is essential for law firms and should be insisted upon because it clearly defines the scope of services, timelines, pricing, and responsibilities.

This ensures both the law firm and the SEO agency are aligned on expectations, reducing the risk of disputes and misunderstandings.

Additionally, it offers protection for both parties and outlines confidentiality clauses, which are critical when handling sensitive legal data.

What should a law firm SEO contract include?

A comprehensive law firm SEO contract with a marketing agency should include the following:

  • The scope of services (e.g., on-page SEO, off-page SEO, content creation).
  • Timelines and deadlines for deliverables.
  • Pricing structures based on keyword difficulty and campaign complexity.
  • Monthly reporting requirements to track progress.
  • Confidentiality clauses to protect sensitive data.
  • Termination and liability clauses.

How does pricing work in an SEO contract for law firms?

Pricing for law firm SEO services is typically based on the complexity of the campaign and the competitiveness of the targeted keywords. More competitive keywords may require aggressive link-building and a higher investment.

It’s essential to clarify how pricing is structured in the contract to avoid misunderstandings.

Why is monthly reporting important in SEO contracts?

Monthly reporting is crucial because it keeps the law firm informed about the progress of the SEO campaign.

Regular updates on rankings, traffic, and other performance metrics help demonstrate the value of the services provided and ensure transparency between the SEO agency and the law firm.

Can law firms start with a short-term SEO contract?

Yes, many law firms prefer to start with short-term SEO contracts, which often transition to month-to-month engagements.

This allows the firm to assess the results of the campaign conducted by the marketing agency before committing to a long-term partnership.

It’s a low-risk way to build trust with the SEO agency.

How do confidentiality and data privacy play a role in SEO contracts with law firms?

Law firms handle sensitive client information, so it’s essential that SEO contracts include detailed confidentiality clauses. This ensures that the SEO agency handles all data in compliance with legal regulations and keeps client information secure.

Data privacy is paramount in the legal industry to maintain trust and avoid legal risks.

How do clear SEO contracts lead to long-term partnerships?

Clear SEO contracts help set proper expectations from the start, which leads to fewer conflicts and misunderstandings between law firms and marketing agencies.

When both parties know what to expect, they are more likely to have a positive working relationship, which fosters trust and increases the likelihood of a long-term partnership.

SEO Expert Insights:

My contracts specify scope, timeline, reporting, pricing, and responsibilities to set expectations properly. For law firms, content is sensitive, so contracts address privacy and compliance.

Magee Clegg, Cleartail Marketing

Our contracts specify exactly what will be delivered, the timeline, reporting details, and total cost. For SEO, this includes keyword research, on-page and off-page optimization, content creation, and link-building.

Alexander Palmiere, Refresh Digital Strategy

SEO contracts specify the scope of work, timeline, reporting, and pricing. A law firm’s target keywords, locations, and practice areas typically require an aggressive campaign, which is reflected in the contract.

Jay Owen, Business Builders

Our SEO contracts outline services provided, timeline, reporting, pricing, and payment terms. This helps set proper expectations and ensures the client knows exactly what will be delivered and when.

Doug Steinberg, Magnetik

My contracts precisely detail what will be delivered on what timeline and at what cost. For law firms, this often involves content creation, link-building, and keyword optimization based on difficulty.

Luke Heinecke, Linear

Our contracts define scope, responsibilities, timeline, reporting, and pricing. This is crucial for managing expectations, especially with law firms, where content must relate to practice areas and location.

Ross Plumer, RJP.Design

The contract describes detailed procedures for SEO services, including keyword optimization, technical services, and content. It covers payment terms, client and agency duties, and confidentiality.

Paul Kelly, SEO Agency For Startups

About the Author

Author profile
Strategy Director at Express Legal Funding | Author Website

Aaron Winston is the Strategy Director of Express Legal Funding. As "The Legal Funding Expert," Aaron has more than ten years of experience in the consumer finance industry. Most of which was as a consultant to a top financial advisory firm, managing 400+ million USD in client wealth. He is recognized as an expert author and researcher across multiple SEO industries.
Aaron Winston earned his title "The Legal Funding Expert" through authoritative articles and blog posts about legal funding. He specializes in expert content writing for pre-settlement funding and law firm blogs.
Each month, tens of thousands of web visitors read his articles and posts. Aaron's thoroughly researched guides are among the most-read lawsuit funding articles over the past year.
As Strategy Director of Express Legal Funding, Aaron has devoted thousands of hours to advocating for the consumer. His "it factor" is that he is a tireless and inventive thought leader who has made great strides by conveying his legal knowledge and diverse expertise to the public. More clients and lawyers understand the facts about pre-settlement funding because of Aaron's legal and financial service SEO mastery.
Aaron Winston is the author of A Word For The Wise. A Warning For The Stupid. Canons of Conduct, which is a book in poetry format. It consists of 35 unique canons. The book was published in 2023.
He keeps an academic approach to business that improves the consumer's well-being. In early 2022, Aaron gained the Search Engine Optimization and the Google Ads LinkedIn skills assessment badges. He placed in the top 5% of those who took the SEO skills test assessment.
Aaron's company slogans and lawsuit funding company name are registered trademarks of the United States Patent and Trademark Office. He has gained positive notoriety via interviews and case studies, which are a byproduct of his successes. Aaron R. Winston was featured in a smith.ai interview (2021) and a company growth case study (2022).
In 2023, Aaron and Express Legal Funding received accolades in a leading SEO author case study performed by the leading professionals at WordLift. The in-depth data presented in the pre-settlement funding SEO case study demonstrate why Aaron Winston maintains a high-author E-E-A-T. His original writing and helpful content continue to achieve unprecedented success and stand in their own class.

Aaron was born in Lubbock, TX, where he spent the first eight years of his life. Aaron attended Akiba Academy of Dallas, TX.

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