Found, then instructed.
Senior-led paid media, technical SEO and AI search for law firms, built to win the enquiries that become instructions rather than the ones that only cost money.
Built for legal services.
Legal search is contested, and many of the enquiries it produces are not matters a firm wants. A personal injury, family or conveyancing campaign judged on cost per enquiry can fill the inbox with work outside your practice areas, your geography or your fee range.
The work here is built around instructions. Campaigns target the matters you take on, enquiries are tracked into your case management system or CRM so spend is judged on the ones that became clients, and the pages that answer a prospective client's first questions, price included, are built so search engines and AI assistants can read them. If your firm is regulated by the SRA and offers services its Transparency Rules cover, such as conveyancing or probate, those price pages are already required, and they are also what an AI assistant can draw on when someone asks what a service costs.
What a legal services engagement covers.
- Google and Microsoft search by practice area
- Geographic and matter-type targeting
- Enquiry tracking into case management or CRM
- Phone and form enquiry tracking
- Technical SEO for practice and location pages
- Price and service pages AI systems can read
- Consent Mode and server-side tracking
One senior mind, audit to invoice.
One senior practitioner runs acquisition and measurement together, so the account is tuned to the matters that become instructions rather than the cheapest enquiries. The person who sets the strategy is in the account every week.
Measurement follows each enquiry into your case management system or CRM, with consent handled properly, so the firm can see which practice areas and which spend produce fee income.
How the sector reads to AI.
In the Crane Index scan of 1 October 2026, the Legal Services benchmark scored the websites of 135 organisations for AI readability, how well AI systems can read them. The median score was 46 out of 100, and 3 scored 70 or more. LegalZoom led, at 78. Read the Legal Services benchmark.
Your own site can be scored the same way, free, so you can see where it sits against the sector before any work starts. Get your Crane Index score.
Legal Services questions.
Can you target only the matters we take on?
Yes. Campaigns are built by practice area and matter type, with exclusions for work you do not do and geography set to where you act, so budget is spent on the enquiries you want.
How do you know which enquiries became clients?
By tracking each enquiry into your case management system or CRM and sending the outcome back to the ad platforms, so bidding can favour the searches that produce instructions.
Do AI assistants matter for law firms?
They can. When someone asks an AI assistant which firm to use or what a service costs, the answer draws on websites it can read. The Crane Index Legal Services benchmark below shows how readable the sector's sites are today, and the work makes yours one of the readable ones.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Creator of the AI Readability Suite
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your legal services business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
Join readers of The Crane Standard.