How to Choose a Law Firm Marketing Agency in Virginia
Written by the ZAVYANS team · Last updated:
Quick Answer
Virginia law firms need marketing that brings in qualified clients without breaking the state's advertising rules. Here is what to check before you sign with an agency.
Check the advertising rule first
Virginia's Rule 7.1 of the Virginia Rules of Professional Conduct bars communications about a lawyer's services that are false or misleading, including true statements that leave out a fact needed to avoid a misleading impression. Ask any agency how it checks claims against that standard before anything goes live.
Ask how they handle results claims
Agencies should not promise rankings or case volumes. Ask what they will report: calls, form enquiries, consultations booked and cost per enquiry, and how they separate those from clicks.
Confirm who owns the accounts
Your Google Ads account, Google Business Profile and website should be in your name, with the agency given access. This protects you if you change agencies.
Look for practice-area focus
Personal injury, estate planning and business law have different searches and different clients. An agency that can explain how it would target your practice area is more likely to bring in the right enquiries.
Frequently asked questions
Do Virginia law firm ads need to be filed before they run?
Under the rules we reviewed, most Virginia lawyer advertising is not pre-filed. The Virginia State Bar offers an informal opinion on whether a specific ad complies. Confirm with your own ethics counsel.
What is the most common mistake in Virginia law firm ads?
Unsupported claims about results or specialties, or omitting a fee or cost that changes what a client pays.