Personal Injury, Family Law & Immigration
MARKETING FOR
LAW FIRMS.
Blank Box Digital builds the search presence and the intake systems that personal injury, family law, and immigration firms run on. SEO, Google Ads, practice-area pages, Google Business Profile, and automated follow-up, handled by a small team in Austin, TX with no handoffs, on month-to-month terms.
How a Case Arrives
Every Lead Is an Intake Problem Before It Is a Marketing Problem
A law firm does not get a client from a ranking or an ad. It gets a client when someone in a bad week finds the firm, contacts it, and hears back before they call the next one. Every service we sell to law firms maps to one step on that path, and we report on the whole path, not on whichever step looks best this month.
That is also why we do not sell firms a single channel in isolation. An ad campaign that sends calls to voicemail, or a practice-area page with no form behind it, spends your money building the next firm's caseload.
Each step below names the service that owns it. Pricing for each is on our pricing page.
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Search
Someone types "car accident lawyer near me" or "how much does a divorce cost" into a phone, usually within days of the thing that happened.
Owned by SEO, Google Ads, Google Business Profile
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Result
They see the local pack, two or three ads, and a handful of organic pages. The firm they tap is the one whose listing or page speaks to their exact situation.
Owned by Practice-area pages, landing pages, profile
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Contact
A call or a consultation request form. Which one they choose depends on the practice area and the hour, so both are tracked back to the search that produced them.
Owned by Call tracking, forms, conversion tracking
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Response
They hear back within minutes, or they do not. Most firms lose the case here, not in search, and nights and weekends are where it happens most.
Owned by Speed to lead automation
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Consultation
A booked consultation, or a lead shopped to the next firm on the list. Follow-up runs by text and email until one of those happens, then hands the conversation to your intake staff.
Owned by Follow-up sequences, your CRM
Our Services
What We Do for Law Firms
SEO
One page for each case type you take, one for each office, and the technical work underneath. Built to rank for the searches a client actually makes, not for "lawyer."
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Google Ads
Campaigns split by practice area and geography, legal negative keyword lists, call tracking, and a call conversion threshold set for the length of a real intake call.
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Websites & Landing Pages
Hand-coded firm sites and single-purpose landing pages for ad traffic, with consultation request forms, click-to-call, and conversion tracking built in from the first day.
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Google Business Profile
Categories read from the firms that already rank in your market, services set per practice area, a reply to every review, and a check that Google's justification line does not misdescribe the firm.
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Speed to Lead & Follow-up
An automated reply to every form and missed call within minutes, text and email follow-up for 10 to 14 days, and routing to your intake staff the moment the lead engages.
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Content
Articles that answer the questions clients ask before they hire, written around your state's process and linked to the practice-area page that takes the consultation request.
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Practice Area
Marketing for Personal Injury Firms
Personal injury is the most expensive search market in local services, and the client decides in hours. The work is narrow targeting, a page that matches the accident, and an intake process that answers before the next firm does.
How clients search
Searches are specific and immediate: "car accident lawyer near me," "truck accident attorney," "slip and fall lawyer," almost always on a phone, often within the same week as the injury. Clicks on the broad head terms can cost more than $100 each in a competitive metro, which we cover in our breakdown of what Google Ads cost. A small budget spent on "personal injury lawyer" buys a handful of clicks. The same budget spent on "motorcycle accident attorney" across three zip codes buys a campaign that can be measured.
What decides the call
Reviews, a page that names their kind of accident, and whether anyone picks up. Injury clients rarely complete a long form; the phone is the primary conversion, and a large share of those calls come outside business hours. A firm that answers at 9pm on a Saturday signs cases that a firm with a voicemail greeting never hears about.
What we build
- Practice-area pages per accident type (car, truck, motorcycle, slip and fall, wrongful death) as the foundation of the SEO work, with Avvo and the other legal directories in the citation set, following the same order as our local SEO guide.
- Google Ads campaigns split by accident type and geography, with legal negative keyword lists (legal aid, pro bono, how to file, law school) and a call conversion threshold set for a real intake call rather than Google's 60-second default.
- A Google Business Profile with categories matched to the firms that rank for your money keywords, and services set per accident type.
- Spanish-language practice-area pages and ad groups where the market calls for them, written for Spanish-speaking searchers rather than translated from the English page.
- Speed to lead: an instant text back on missed calls and form fills, follow-up until a consultation is booked, and routing to your intake staff the moment the lead replies.
Practice Area
Marketing for Family Law Firms
Family law clients research longer, read more, and contact a firm only when they feel safe doing so. The marketing has to answer their questions honestly and make the first step small.
How clients search
Searches start as questions, "how much does a divorce cost," "can I get full custody," "how long does a divorce take," and only later become "divorce lawyer near me." Much of it happens at night on a phone, in private. People compare several firms before contacting one, and they read the site itself, not only the reviews.
What decides the call
Whether the firm's pages answer the questions they have, whether the consultation looks approachable, and whether the firm visibly handles their situation: contested custody, high-asset divorce, modifications, adoption. Reviews matter, but family law clients are less likely to leave them, so the firm's own pages carry more of the weight.
What we build
- A content program built around the questions people ask before they hire, each article linked to the matching practice-area page (divorce, custody, child support, modifications, protective orders) that the SEO work is built on.
- Consultation request forms with a short first step (name, phone, a line about the situation) instead of a long intake questionnaire, on the site and on landing pages built for ad traffic.
- Google Ads with negative keyword lists that remove the do-it-yourself and forms traffic family law attracts, and ad schedules that match the hours your intake staff actually answer.
- A Google Business Profile with services set per matter type and review replies written so they never reveal anything about a client.
- Follow-up sequences written in a calm, plain voice, with reply routing so an engaged lead is talking to a person, not an automation.
Practice Area
Marketing for Immigration Firms
Immigration work is federal, so clients do not have to be local, and many of them search in a language other than English. The marketing reaches past one city and speaks to clients in the language they use.
How clients search
By case type, and often in Spanish: "abogado de inmigración," "green card lawyer," "asylum attorney," "H-1B lawyer." Family members frequently search on behalf of the person with the case. Because the work is federal, a firm in Austin can sign a client in Houston or in another state, which changes how the geography is targeted.
What decides the call
Trust and language. A page in the client's own language, written for their case type, outperforms a translated English page. Consultation fees, remote consultations, and whether the firm clearly handles their specific matter (asylum, deportation defense, family petitions, employment visas, naturalization) decide whether they reach out at all.
What we build
- Practice-area pages per case type, with full Spanish-language versions, as the core of the SEO work, plus the hreflang tags and site structure that let Google serve each version to the right searcher.
- Google Ads campaigns in English and Spanish, targeted by case type and by the geography that fits the firm, which can be a state or the whole country rather than a metro.
- A Google Business Profile for the office itself, since local searches still matter even when the case work does not stay local, with services set per case type.
- Consultation forms and follow-up sequences in both languages, with reply routing to the staff member who speaks the client's language.
- Landing pages per case type for ad traffic, each carrying the consultation fee, the remote consultation option, and the languages the firm works in, so the page answers the questions that decide the contact.
How We Work
Built for How Law Firms Operate
State Bar Advertising Rules
Your state bar's rules apply to ad copy, landing pages, and profile posts even though Google does not enforce them. We write without specialist claims or results promises unless your bar allows them, add the disclaimers your state requires, and put in writing that final compliance sign-off stays with the firm.
Call Tracking and Consent
Every call from an ad or from the site is tracked back to its source, so you know which practice area and which campaign produced it. Call recording stays off unless the firm decides to turn it on, because all-party consent states make that the firm's decision, not ours.
A Small Team, No Handoffs
The people who build your campaigns are the people who answer your questions. A small team in Austin, TX handles the SEO, the ads, the site, the profile, and the automations, so every piece is built to work with the others.
Month-to-Month, You Own It
No long-term contracts. The domain, the site, the ad account, and the data are yours from the first day, and every price is published on our pricing page and on each service page.
FAQ
Questions Law Firms Ask Us
Yes. This page is written around the three practice areas we focus on, but the mechanics carry over: practice-area pages, tracked calls, a profile matched to what ranks, and intake that answers fast. If you run a criminal defense, estate planning, or business law practice, tell us the practice area and the market and we will say what we would build first.
Every service is priced on its own page and on our pricing page, month-to-month with no contract. Ad spend is separate and is the larger number in personal injury. Tell us the practice area and the market and we will tell you what a budget has to be before it can work, and we will say so if it cannot.
Google Ads can produce calls within the first week. SEO typically shows movement in three to six months, sooner for profile and indexing fixes, longer in a competitive personal injury market. We set the timeline in the audit, based on your market rather than on an average.
Yes. Spanish-language practice-area pages, ad groups, and follow-up sequences are written for Spanish-speaking searchers rather than run through a translator, for immigration and personal injury firms whose clients search that way.
We write within the rules we know and flag anything that touches specialist claims, results, testimonials, or required disclaimers. The final compliance check stays with the firm, and we state that in the engagement so nothing is assumed.
Usually. The audit tells us whether the site can carry practice-area pages, forms, and tracking, or whether a rebuild is the cheaper route. If the site stays, we add the pages and tracking to it. If it goes, you keep the domain and we build the new one on it.
Get Started
Tell Us the Practice Area
and the Market.
We will look at your site, your profile, and the firms ranking around you, then come back with what we would build first and what it costs. No charge for the audit, no contract after it.