How much should a law firm spend on marketing?

Commonly cited benchmarks put it between 5 and 15 percent of revenue, which works out around $1,000 to $3,000 a month for a solo practice and more for a firm with several attorneys. Those are industry rules of thumb rather than our figures. What matters more is whether the spending is aimed at something you can measure.

How much does law firm SEO cost?

Agencies commonly charge $2,000 to $10,000 a month, and the national average retainer is around $7,500. Personal injury and criminal defense sit at the top of that range because they are the most competitive. A standalone SEO audit usually runs $1,500 to $3,000.

Why is the audit $1,500 instead of $2,500?

It is a launch price. Kudu is new, and early clients take a chance on a new service, so the audit is $1,000 off while we take on our first firms. It is the same audit either way: all 245 checks, the AI visibility results, and the full written plan. If you buy at $1,500 and later move to full service, the $1,500 you paid is what gets credited.

Can we just take the audit to our own developer?

Yes, and that is what it is built for. The plan lists every finding, what to do about it, and which pages it affects, in the order we would do it. You can print it and hand it over. Plenty of firms already have a developer or an agency, and this gives them something specific to work from.

Is it worth paying someone to do this?

That depends on what a client is worth to you. If a signed matter is worth several thousand dollars, one extra matter a quarter covers a four-figure monthly cost several times over. We cannot tell you it will produce that, and anyone who does is guessing. What we can do is show you where you stand and what changed each month.

How long does it take?

The free check runs in a few minutes. The audit is delivered within a few business days. Full service starts with the same audit, then the work begins from there, and the audit is re-run every month.

What do you need from us?

For the free check, your firm name, city, practice area, and website, plus an email so we can follow up. For the audit, a short email about the practice areas and cities you care about, plus your website. For full service, a conversation about what you want built.

Do you guarantee results?

No. The AI tools decide what they say, and nobody outside those companies controls it. Google decides its own rankings. What you get is the concrete picture: what is broken, what your competitors have that you do not, and which firms the AI tools name instead of you. Firms that fix those things tend to show up more; that is the honest version of this work.

Last updated August 28, 2026

Services and pricing

The check is free. The audit is $1,500 at the launch price (regularly $2,500) and covers your whole firm, 245 checks plus what the AI tools say, with a written plan you can hand to your developer. Full service starts at $5,000 a month and we do the work instead. Every price is on this page.

What does it cost?

The free check

Free

one practice area, one city

Nobody does the work, yet.

Whether ChatGPT, Google Gemini, and Perplexity name your firm
Every question and every answer, on a shareable page
A few minutes. No card, nothing to cancel

Run a free check

The audit

$1,500~~regularly $2,500~~

paid once, at the launch price

You do the work, or your developer does.

Every practice area and city you serve
245 checks on the website behind the answers
A written plan of every fix, in priority order
A video call over the findings, if you want one

Email us to start

Full service

From $5,000

a month, 12-month minimum

We do the work.

Everything in the audit, re-run every month
Your website built, hosted, and maintained
Every fix made, content written and published
Start within 90 days and the $1,500 comes off

Email us to start

A note on the audit price. The regular price is $2,500. While Kudu is new it is $1,500: the same audit, the same written plan, nothing removed. Early clients take a chance on a new service, and the lower price is how we account for that. When the launch price ends, anyone who already paid keeps what they paid.

The audit covers every practice area you handle in every city you serve. There is no charge per area and no charge per city. Full service is quoted for your firm, because a solo in one city and a five-attorney firm across five cities are not the same job. Prices are in US dollars and exclude any tax that applies to you.

What is the free AI visibility check?

Enter your firm name, city, and practice area. We put the questions someone in your city actually types when they need a lawyer to ChatGPT, Google Gemini, and Perplexity, then show you the results on a shareable page. It takes a few minutes and costs nothing.

Which firms each AI tool named, question by question
Whether your firm was one of them
Which websites the answers came from

No card, and nothing to cancel. We ask for your email so we can follow up about your report, and for your website so we check the right firm. We give the check away because the checking is not the business, the work that follows is. If you want to see the format first, here is a finished sample report for an invented firm; a real report looks exactly like this, with your firm in it.

Run a free check

What does the audit cover?

The free check answers one question. The audit answers the rest, for every practice area you handle in every city you serve. It is 245 checks across ten areas: the ground an agency would sell you as a technical SEO audit, plus everything below.

Your Google Business Profile. Whether it is claimed and complete, whether the primary category is a specific one rather than a generic one, whether the name, address and phone match your website, your review count and rating, how steadily reviews arrive, and how often you reply to them.
Where you rank on Google. Up to 100 keywords you already rank for nationally, with position, search volume and difficulty, the ones sitting just off page one, whether you appear in your city's map pack, and whether two of your pages compete for the same search.
Google's AI Overview. For your strongest non-branded search, whether an AI Overview appears, whether it cites you, and which competitors it cites instead.
Who links to you. Referring domains, spam signals, how natural the anchor text looks, a year of history showing links gained and lost, and which competitors have materially more sites linking to them.
Speed and page experience. Core Web Vitals from lab tests and from real visitors, on mobile and desktop separately, with the trend over time.
Bar compliance. Attorney Advertising labelling where your state bar requires it, the no-attorney-client relationship disclaimer, the case-results disclaimer, and claims to be a specialist or expert that may not be backed.
Accessibility. Image alt text across every page we crawl, then colour contrast, form field labels, link text a screen reader can announce, and Google's accessibility score, measured on your homepage with Google's own testing tool.
Whether AI tools can read your site at all. Not just your robots file: we fetch your pages the way ChatGPT and the other AI tools do, using their own crawler identities, and flag any response that differs from what a normal browser gets, which is a common and invisible reason a site never gets quoted.
The AI answers themselves. A deeper set of questions than the free check, put to ChatGPT, Google Gemini and Perplexity for every practice area and city, with every question we asked and every answer we received recorded in full.
Your competitors, side by side. Up to three named firms: how often the AI names them versus you, their reviews, and who links to them.
The directories the AI actually reads. Which ones it cited when answering questions in your market, and which of those a competitor is listed on and you are not.

Every audit is reviewed by hand before it goes out, and it is delivered privately rather than on a public link. You do not have to take our word for what that looks like: read a complete example audit, for an invented firm across two practice areas and two cities.

What is the written plan?

Every finding, not a sample. Each one says what we found, what to do about it, and which pages it affects, numbered in the order we would do them. Serious problems first, then the rest.

It is built to be handed over. Print it, send it to your developer or your existing agency, and they have specific work to do rather than a score and a shrug. If you do the work yourself, the same list tells you where to start.

The audit also includes a video call to go over the findings together, if you want one. Some people prefer to just read the report; both are fine, and the call costs nothing extra.

What does full service include?

Everything in the audit, re-run every month, and we do the work instead of handing you a list.

Your website built from scratch, hosted and maintained
Every fix in the plan, made
Directory profiles created, claimed and corrected on the sites the AI tools read: Avvo, Justia, FindLaw, Martindale, Super Lawyers and the rest
Content written and published for you
Your Google Business Profile brought up to standard
The whole audit re-run monthly, with the trend and every past month kept

From $5,000 a month, with a 12-month minimum because it includes building the website. Scoped and quoted for your firm. If you start within 90 days of your audit, the $1,500 comes off.

Which one do you need?

The free check if you just want to know whether the AI tools name your firm today.
The audit if you have a developer or an agency already, or you are willing to do the work, and what you are missing is a specific list of what to fix.
Full service if you would rather hand the whole thing over and not think about it again.

If you are not sure, run the free check first. It costs nothing and it usually answers the question for you.

What is not included?

Worth naming, so nothing here comes as a surprise later. Nothing on this page includes:

Google Ads, Local Services Ads, or any other paid advertising
Buying leads, or any lead generation service
Answering your phone, intake, or booking consultations
Asking your clients for reviews on your behalf
Link building or digital PR
Any guarantee that a particular AI tool will name your firm, or that you will reach a particular position on Google

That last one is not a disclaimer we are hiding behind. The companies that run these tools decide what they say, they change it without notice, and nobody outside them controls it. Anyone promising you otherwise is guessing.

What is this work called elsewhere?

Marketing agencies sell it under several names: SEO, AI SEO, AI search optimization, generative engine optimization (GEO), or answer engine optimization (AEO). The labels differ; the work is the same. We call it SEO and AI visibility for law firms: you make your firm easier for Google and the AI tools to understand, trust and quote.

The difference here is where we start, and what we tell you it costs. An agency typically starts with a retainer and a promise, and most will not print a price until you have sat through a call. We start with measurement, and you can take the results anywhere you like.

How do you start?

Run the free check, or email us and tell us the practice areas and cities you care about. There is no self-serve checkout and no call you have to sit through first. We usually reply within one business day.

Run a free check

Common questions

How much should a law firm spend on marketing?: Commonly cited benchmarks put it between 5 and 15 percent of revenue, which works out around $1,000 to $3,000 a month for a solo practice and more for a firm with several attorneys. Those are industry rules of thumb rather than our figures. What matters more is whether the spending is aimed at something you can measure.
How much does law firm SEO cost?: Agencies commonly charge $2,000 to $10,000 a month, and the national average retainer is around $7,500. Personal injury and criminal defense sit at the top of that range because they are the most competitive. A standalone SEO audit usually runs $1,500 to $3,000.
Why is the audit $1,500 instead of $2,500?: It is a launch price. Kudu is new, and early clients take a chance on a new service, so the audit is $1,000 off while we take on our first firms. It is the same audit either way: all 245 checks, the AI visibility results, and the full written plan. If you buy at $1,500 and later move to full service, the $1,500 you paid is what gets credited.
Can we just take the audit to our own developer?: Yes, and that is what it is built for. The plan lists every finding, what to do about it, and which pages it affects, in the order we would do it. You can print it and hand it over. Plenty of firms already have a developer or an agency, and this gives them something specific to work from.
Is it worth paying someone to do this?: That depends on what a client is worth to you. If a signed matter is worth several thousand dollars, one extra matter a quarter covers a four-figure monthly cost several times over. We cannot tell you it will produce that, and anyone who does is guessing. What we can do is show you where you stand and what changed each month.
How long does it take?: The free check runs in a few minutes. The audit is delivered within a few business days. Full service starts with the same audit, then the work begins from there, and the audit is re-run every month.
What do you need from us?: For the free check, your firm name, city, practice area, and website, plus an email so we can follow up. For the audit, a short email about the practice areas and cities you care about, plus your website. For full service, a conversation about what you want built.
Do you guarantee results?: No. The AI tools decide what they say, and nobody outside those companies controls it. Google decides its own rankings. What you get is the concrete picture: what is broken, what your competitors have that you do not, and which firms the AI tools name instead of you. Firms that fix those things tend to show up more; that is the honest version of this work.