Law firm SEO pricing is driven by competitive intensity, number of practices/locations, content production needs, technical debt, and reporting depth—not a single national average. Cheap retainers usually skip strategy, writing, or honest measurement.
Cost drivers
- How hard the head terms are in your cities
- How many service lines need unique pages
- Whether the site needs repair before it can rank
- Content volume your category requires
- Local pack + review ops if you are multi-office
- AI visibility work if that is in scope
What to demand in a proposal
Clear deliverables, milestones, no guaranteed rankings, and ownership of your site/content. See AAM pricing and SEO services.