Marketing built around how law firms grow.
Peel works with established Australian law firms across strategy, business development, search, paid media and media buying, content, AI and the marketing systems that hold it together, drawing on experience in both in-house legal marketing and agency roles.
The cost of acquiring ten enquiries says very little until you know what happened to them afterwards. Our approach takes that into account.
Strategy and business development, together.
Law firms grow through marketing and through relationships. We plan both around the firm’s commercial priorities, so partners, practice areas and marketing activity pull in the same direction.
The resulting plan sets where the firm should focus, what needs to be built, and how new work is won, handled and kept.
Strategy
- Priority practice areas
- Geographic markets
- Existing matter mix
- Search demand
- Competitive position
- Positioning and messaging
- Budget allocation
- Internal capacity
- Growth objectives
Business development
- Referral relationships
- Partner and practice-area growth plans
- Partner profiles and thought leadership
- Client communications
- Cross-referral between practice areas
- Lead handling and intake
- Follow-up pathways
A marketing operating system for the firm.
Growth OS is Peel’s operating environment for legal marketing. Priorities, campaigns, content and results are planned and tracked in one place, so marketing keeps moving week to week.
- See: performance, rankings and enquiries by practice area, in one view.
- Plan: priorities set for each practice area and each quarter.
- Activate: the right campaigns and channels switched on.
- Create: content drafted from lawyers’ expertise.
- Publish: approved content out across web, search, social and email.
- Grow: results reviewed in 90-day cycles, and priorities reset.
The 10-Minute Content Engine
Lawyers share their expertise in around ten minutes. It becomes articles, FAQs, LinkedIn posts and email content, drafted for their review. Lawyers keep control of legal accuracy and final approval.
AI in legal marketing.
We use AI where it improves the firm’s marketing, with human review wherever legal judgment is involved.
AI search visibility
Prospective clients now ask AI tools about legal issues and which firms to contact. Clear practice-area pages, structured legal content and consistent information across the web help AI tools understand and reference the firm.
AI-assisted content
Drafting and repurposing supported by AI, so expertise turns into useful content consistently, with lawyers approving everything that goes out.
AI in marketing workflows
Faster campaign planning, reporting and content repurposing, so the marketing team spends more time on the work that needs judgment.
What the work includes
SEO & AI search for law firms
Visibility across Google and AI-led discovery.
Prospective clients search in Google, ask detailed questions in AI tools and compare firms across several sources before choosing who to contact.
Our legal SEO work covers that whole environment, including how clearly a firm’s expertise, locations and services are represented across the web.
- Practice-area pages
- Location pages
- Technical SEO
- On-page optimisation
- Legal content strategy
- Local SEO
- Internal linking
- Link building and search authority
- Google Business Profile
- Schema
- Structured legal content
- AI search visibility
- Entity and expertise signals
Google Ads for law firms
Paid search measured beyond the click.
Performance is assessed on both acquisition cost and enquiry quality wherever the data allows.
- Search terms
- Negative keywords
- Practice-area segmentation
- Geographic targeting
- Bidding
- Conversion tracking
- Landing pages
- Call and enquiry behaviour
- Cost per conversion
- Campaign structure
- Media allocation
Media buying
Planned and bought against enquiry value.
Media planning and buying beyond search, across paid social, programmatic display, video, audio and out-of-home, with budgets allocated by practice area and location.
Every placement is tracked back to calls and enquiries wherever the data allows, so spend follows what produces matters.
- Media planning
- Media buying
- Programmatic display
- YouTube and video
- Connected TV
- Radio and streaming audio
- Out-of-home
- Budget allocation
- Call and enquiry tracking
Content & authority
Legal expertise turned into marketing assets.
We build workflows that turn a firm’s subject-matter expertise into useful content consistently. The same content makes that expertise clearer and easier to retrieve in AI search.
AI supports drafting and repurposing. Lawyers keep control of legal accuracy and final approval.
- Legal articles
- Search content
- Practice-area content
- FAQs
- LinkedIn content
- Partner thought leadership
- Email marketing
- Social content
- Video scripts
- Campaign content
Conversion
Traffic is one part of acquisition.
Better conversion changes the economics of both SEO and paid acquisition.
- Page structure
- Calls to action
- Enquiry forms
- Phone conversion
- Landing pages
- Mobile experience
- Trust signals
- Service messaging
- Location relevance
- Follow-up pathways
- Tracking
Legal marketing reporting
The commercial performance of each channel.
Where marketing data connects with intake and matter information, firms get a clearer picture of what each channel returns.
- Organic traffic
- Search rankings
- Google Ads
- Meta
- Enquiries
- Conversion rates
- Cost per conversion
- Landing pages
- Content performance
- Geographic performance
Legal results
See all resultsNJ Lawyers
Legal, SEO, Google Ads−48.3%Cost per conversion, from $50.87 to $26.31, while Google Ads conversions rose 87.5% from 48 to 90
- #2 → #1
- “lawyers Essendon”
- #1
- “wills Essendon”, “property lawyer Essendon” and “estate lawyer Essendon”
- +198.73%
- Organic sessions, year on year
- 215
- Ranking keywords, including 10 top-three positions
- 449
- Tracked Google Ads conversions over six months from $14,549 in spend, about $32 each
Redlich’s Work Injury Lawyers
Legal, SEO, Paid search#1“personal work injury lawyer”
- #7 → #2
- “work injury lawyers”
- #9 → #2
- “injury at work lawyers”
- #28 → #5
- “WorkCover lawyers Melbourne”
- #36 → #7
- “workers compensation lawyers Melbourne”
- 1,729
- Organic keywords, 137 on page one
One area, or the whole marketing function.
Some firms engage Peel for search. Others work with us across strategy, business development, SEO, advertising and media buying, content, AI and the systems behind them.
For firms with internal marketing resources, we provide senior strategic direction and specialist execution around the existing team. The scope follows the firm’s priorities.
Common questions from law firms
What does legal marketing with Peel include?
Strategy and business development planning, SEO and AI search visibility, Google Ads, paid social and media buying, content, conversion, reporting and the marketing systems behind them, scoped to the firm’s priority practice areas.
How do law firms appear in AI search tools like ChatGPT?
Through clear practice-area and location pages, structured legal content, FAQs built on real client questions, and consistent information about the firm’s expertise, people and locations across the web.
Can AI be used safely in law firm marketing?
Yes, with the right controls. AI supports drafting, repurposing and workflow tasks, while lawyers keep control of legal accuracy and final approval.
What is a marketing operating system?
A single environment where the firm’s marketing priorities, campaigns, content and results are planned and tracked. Peel’s Growth OS runs in stages: see, plan, activate, create, publish and grow, reviewed in 90-day cycles.
Do you help with business development as well as marketing?
Yes. We plan marketing and business development together, including referral relationships, partner and practice-area growth plans, client communications and how enquiries are handled.
Tell us which practice areas you want to grow.
And what your marketing looks like now.