The short answer
Agencies quote a monthly retainer. One agency puts a solo lawyer at $1,000 to $3,500 a month and a small firm at $2,500 to $5,000.[1] Another says $3,000 to $15,000 for a lawyer SEO agency, with personal injury near $5,000.[2] Every law-specific figure we found comes from a seller, so use them as a range to question.
This guide is for owners and managing attorneys who have a proposal in hand, or who want to know what to expect before asking for one. To choose between companies, read our guide to choosing a law firm SEO company.
What does law firm SEO cost a month?
Most published figures sit between $1,000 and $15,000 a month. The sources tie the gap to firm size, offices, practice area and how much content and link work is included.
The table lists each source with its type, because every one is published by a company that sells SEO or SEO software. Where a page showed no date, we say so.
Practice area is one of those reasons, because the searches differ: see what injury searches look like and how divorce searches differ.
| Source | What it covers | Monthly figure |
|---|---|---|
| SeoProfy, an SEO agency (updated October 26, 2026) | Law firm SEO by firm size | Solo: $1,000 to $3,500. Small firm, 2 to 5 attorneys: $2,500 to $5,000. Mid-size, 6 to 20: $5,000 to $9,500. Large, 21 or more: $10,000 to $20,000 and up.[1] |
| On The Map Marketing, a Miami agency that sells to law firms (page undated, 2026 copyright) | A lawyer SEO agency retainer | $3,000 to $15,000, with personal injury around $5,000.[2] |
| Dagmar Marketing, a digital marketing agency that also serves law firms (page last modified October 2021) | Local SEO for a firm with one office | $1,500 to $2,300. Each extra location adds $750 to $1,500.[3] |
| CounselRank, legal SEO software (listing updated August 3, 2026) | A flat software subscription, not an agency | $749.[4] |
| Ahrefs, an SEO software company (updated August 15, 2024) | A poll of 439 SEO providers, all industries | Average $2,917. Agencies average $3,209 and freelancers $1,348.63.[5] Ahrefs worked these out by assuming each provider charges the top of its price band, so read them as upper estimates. |
We found no independent survey of what law firms actually pay. The Ahrefs poll is the nearest thing to a broad count, but it covers every industry, not law, and Ahrefs sells SEO software.
Why do the quotes differ so much?
They differ because the work differs: how many offices you have, how crowded your practice area is, and how much content and link work sits in the retainer. A quote is only comparable to another if it lists the same work.
- Offices. Dagmar adds $750 to $1,500 a month for each extra location.[3]
- Practice area. On The Map calls personal injury "a competitive practice" and puts it near $5,000 a month.[2]
- The provider. On The Map says agencies two years old or younger charge from about $1,500 a month, and older ones more.[2]
- Content and links. Dagmar prices link building at $500 to $1,500 a month and listing upkeep at $50 to $150.[3] SeoProfy puts a legal copywriter at $150 to $300 an article.[1]
Billing also varies. In the Ahrefs poll, 78.2% of providers charge a monthly retainer.[5] The average hourly rate was $111,[5] and SeoProfy says hourly rates typically range from $75 to $200.[1] Ahrefs worked out its dollar averages by assuming each provider charges the top of its price band, so read them as upper estimates.[5]
How are law firm SEO fees structured?
Most agencies bill a monthly retainer. SeoProfy lists four ways to bill:[1]
- Hourly rates
- Monthly retainers
- Package deals
- One-time services such as a website audit
It says a package lists exactly what you get, for a fixed price.[1] A retainer is easier to budget. A package or a one-off audit is easier to compare, because the deliverables are named.
SeoProfy also advises against pay-for-performance SEO, where payment is tied to results, because providers may take risky shortcuts and Google can penalize manipulative tactics.[1] Whatever the structure, ask what happens to the fee if you stop, and get the answer in writing.
What does the first year cost before it pays?
Plan on at least six months of fees before the results are clear. LegalScapes, a law firm marketing agency, says most firms see early signs within 3 to 4 months.[6] It says the 6 to 12 month range is when most see clear, measurable impact.[6]
The sum is simple. Take the monthly fee in your proposal and multiply it by six, then by twelve. At the SeoProfy small-firm range of $2,500 to $5,000, six months is $15,000 to $30,000 before you can expect clear results.[1] That is the number to set against what one signed case is worth to you.
| Firm size | Monthly (SeoProfy) | Six months | Twelve months |
|---|---|---|---|
| Solo | $1,000 to $3,500 | $6,000 to $21,000 | $12,000 to $42,000 |
| Small firm, 2 to 5 attorneys | $2,500 to $5,000 | $15,000 to $30,000 | $30,000 to $60,000 |
| Mid-size, 6 to 20 | $5,000 to $9,500 | $30,000 to $57,000 | $60,000 to $114,000 |
| Large, 21 or more | $10,000 to $20,000 and up | $60,000 to $120,000 and up | $120,000 to $240,000 and up |
What did our first weeks look like?
On naelar.com, Search Console showed 172 impressions in the United States for the 28 days to October 18, 2026. We had 0 US clicks. Our best average position for any page was 35, and 17 pages had at least one impression.
That is our own site, which is new and has no outside links. It is one site, not a benchmark. It shows what the first month of a new site looks like: pages Google has started to show, and no inquiries yet. If a proposal promises calls in month one, ask what it is based on.
Your own first-month report should show the same three things: pages indexed, impressions, and calls or forms from search.
What should a quote spell out?
A quote should say what you get each month, in plain words, so you can compare it with the next one. Ask for the first three months in writing.
Questions a quote should answer
- How many pages or articles a month? A number, and who writes and checks them.
- What is included for links and listings? A list of what is done, not a promise of a number of links.
- Which locations and practice areas are covered? Named, with the price of adding another.
- What do I see each month? Calls, forms and Google Business Profile actions, not only rankings.
- Who owns the accounts and the site? You do. Search Console, Business Profile and the site are in your name.
- What happens if I stop? You keep the work. The notice period is in writing.
Walk away from anyone who promises a number one result. Google says no company can promise a top ranking.[7] The full list of what to ask is in our guide to choosing an SEO company.
How does Naelar price SEO?
We don't publish a price. We never charge per signed case or take a share of your fees. The firm owns its Google Business Profile, ad accounts, CRM, tracking and website, set up in the firm's name.
For SEO, we start with what you already have: your pages, your Business Profile and your calls. Our local SEO and AI search page says what we do and what we leave out. The Business Profile steps are in local SEO for lawyers, and getting named in AI answers is in GEO for law firms.
Questions people ask
How much does SEO cost for a solo lawyer?
SeoProfy, an SEO agency, puts a solo practice at $1,000 to $3,500 a month.[1] Dagmar Marketing, another agency, puts local SEO for one office at $1,500 to $2,300.[3] Both are sellers' figures, so treat them as a range to ask about, not a price to expect.
Is law firm SEO billed hourly or monthly?
Mostly monthly. In an Ahrefs poll of 439 SEO providers, 78.2% charge a monthly retainer, and the average hourly rate was $111.[5] Ahrefs worked these out by assuming each provider charges the top of its price band, so read them as upper estimates. SeoProfy says hourly rates typically range from $75 to $200.[1]
How long before law firm SEO pays back?
Agencies say 3 to 4 months for early signs and 6 to 12 months for clear results.[6] Count at least six months of fees before you judge it, and track signed cases, not rankings.
Does Naelar publish a price for SEO?
No. We never charge per signed case or take a share of your fees.
Try this tonight: price your own proposal
Take any SEO quote you hold and turn it into a six-month number. It takes ten minutes and needs no tool.
- Write down the monthly fee and everything it says is included.
- Multiply the fee by six. That is the least you will pay before results are clear.
- Work out what one signed case is worth to you, using our cost per signed case guide.
- Divide the six-month number by that value. The answer is how many extra signed cases you need to break even.
If that number looks out of reach for your market, ask the agency how it would reach it.
Sources
- SeoProfy (SEO agency), "How Much Do Law Firm SEO Services Cost in 2026?", last updated October 26, 2026. seoprofy.com/blog/law-firm-seo-cost. Agency figures. Checked October 29, 2026.
- On The Map Marketing (law firm marketing agency), "How Much Does Law Firm SEO Cost: Pricing 2026". onthemap.com. Agency figures, page undated. Checked October 20, 2026.
- Dagmar Marketing (digital marketing agency), law firm SEO pricing page. dagmarmarketing.com/seo-pricing/law-firm. Agency figures. Page metadata shows it was last modified October 1, 2021. Checked October 20, 2026.
- CounselRank (legal SEO software), listing on the LawNext directory, "Last Updated: August 3rd, 2026". directory.lawnext.com. Vendor price. Checked October 20, 2026.
- Ahrefs (SEO software company), "SEO Pricing: How Much Does SEO Cost? 439 People Polled", updated August 15, 2024. ahrefs.com/blog/seo-pricing. Vendor survey, all industries. Checked October 20, 2026.
- LegalScapes (law firm marketing agency), "How Long Does SEO Take to Work for a Law Firm?". legalscapes.com. Agency claim; the page is dated January 29, 2026. Checked October 20, 2026.
- Google Search Central, "Do you need an SEO?". developers.google.com/search/docs/fundamentals/do-i-need-seo. Checked October 20, 2026.