The short answer: For most law firms, ongoing SEO runs $1,500 to $3,500 a month, and $3,500 to $7,500 a month in competitive metros, for multi-attorney or multi-office firms, and for personal injury or criminal defense work in a large market. A solo or small firm working one county almost always starts in the first range. Where it lands inside that range comes down to how many practice areas the site covers, how many attorneys need to be found by name, and how much of it still has to be written and cleared by the firm. If the current site is a vendor template the firm cannot change, replacing it is a separate one-time build at $3,500 to $12,000+.
The practice area on the door does not set the price. It follows how contested the market is, how much ground the site has to cover, and how slowly pages can be written and cleared. Legal work runs heavy on all three.
The drivers behind any SEO price are unpacked in the SEO cost guide. What matters here is how they land on a firm.
Both figures are published prices, billed month to month.
A few things sit outside that fee. Ad budget is separate and goes straight to Google. Ads management has no published price on our side: the industry bills either a flat fee or a percentage of spend, and we quote flat after a free consult, covered on Google Ads. Anything custom built is priced on its own, a secure intake form that routes by practice area for instance: calculators start from $600, most workhorse tools run $1,500 to $4,000, Tool Care $75 a month per tool.
Visibility in AI answers is part of the same monthly work, not a second invoice. Google now sells ads in and around AI answers, so real money changes hands on those screens. What no budget decides is which firms the organic answer itself names. That gets assembled from what is published and readable, which is why the fix looks like plain practice area pages, accurate bios, and structured data rather than a placement fee, and why it sits under AI search optimization.
Two firms of the same size can get different numbers, for reasons that have little to do with headcount.
It costs more when:
It costs less when:
One instinct worth naming, because it shows up in every busy stretch: cutting the budget while the calendar is full. Everything is month to month, so you can. It usually costs more than it saves, since the quiet months build next year's inquiries.
Turning a range into a number takes a short conversation about your practice areas, your market, and the site you have now. Two things worth doing first:
The full scope of the monthly work is on SEO for law firms. Process, and everything else we build for legal practices, sits on the law firms page. Timing is answered under how long SEO takes, worth reading before a budget is set.
We are Orlando based and have worked with local service businesses nationwide since 2008. Everything runs month to month with no long-term contract, and the firm owns the site, the content, and every account. We do not promise a ranking, a number of new clients, or any case outcome, and what publishes is always the firm's call. When you want an actual number, get a free mockup, send the details through the quote form, or call or text (407) 694-2055.
Not as a fee per practice area. It shows up in scope instead. Each area needs its own page set, and the busy ones need sub-pages underneath, so a firm covering personal injury, family, and criminal work has roughly three times the writing ahead of it that a single-area firm does. Usually that decides where a firm sits inside $1,500 to $3,500 a month rather than pushing it into the higher range. The other honest answer is sequencing: build out the area you want more of, finish it, then start the next. The monthly number stays the same and only the order changes.
The published ranges are the same, but the two rarely land in the same place inside them. Personal injury in a large metro is among the most contested space in search, so it tends toward $3,500 to $7,500 a month and needs a longer runway before anything settles. Estate planning, business formation, and most transactional work in a mid-size market usually starts at $1,500 to $3,500 a month. If a small firm in a large metro wants personal injury work, the useful conversation is not about the fee. It is about narrowing the geography or the niche so a realistic budget has somewhere to compete.
Not for the answer itself. Google now sells ads in and around AI answers, so budget does buy placement on those screens, and that is a real advertising channel. What no budget decides is which firms the organic answer names. That part gets assembled from what is published and readable about the firm, which is why the work looks like clear practice area pages, accurate attorney bios, and structured data rather than a placement fee. It is part of the monthly SEO work, not a separate invoice. Nobody can guarantee a firm gets named in an AI answer, and whatever advertising rules your state bar applies to the rest of your marketing apply here too.
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