Law firm marketing · Florida
Carlos Arias is a digital marketing specialist who works directly with Florida law firms on SEO, local search, website conversion, lead intake and attribution. Most legal marketing is sold on impressions, rankings and reach — none of which pay a salary. I work the whole path instead: how a case finds you, what happens when it lands, and whether anyone follows up.
No obligation
Tell me what you're running now and what it's producing. I'll tell you where the cases are leaking and what I'd fix first — whether or not you hire me for it.
What I do
Each one is worth doing on its own. Together they're a chain — and a chain is only worth what its weakest link converts.
Get found for the cases you actually want.
Technical foundations, site architecture and practice-area pages built around how people search for a lawyer — not around keyword volume.
Win the three results above everything else.
Google Business Profile, review velocity, citations and multi-office setups. Ranking a page and ranking a practice are different jobs.
Pages built to produce enquiries, not compliments.
Practice-area and campaign pages designed around the question a worried person is actually asking. Clear next step, fast on a phone.
No enquiry waits until Monday.
Routing, instant response and structured follow-up wired into your CRM, so every lead is answered fast and chased more than once.
Know which marketing produced which signed case.
Call tracking, form attribution and reporting wired so the report answers the only question that matters: what did we spend, what did we sign?
Most firms don’t need all five. Tell me what you’re running and I’ll tell you which one is costing you the most right now.
The real problem
A firm can rank first, win the click, and still lose the case to whoever answered the phone. Most of what gets sold as legal marketing stops at the click. The money is in what happens after it.
For most legal searches the map pack sits above the blue links, and it is a different discipline entirely.
A practice-area page written for Google reads like a brochure to a frightened person.
After-hours and weekend enquiries are exactly the ones that go to the next firm on the list.
Most signed cases come from the second or third contact, not the first.
So the budget goes to whatever reported best, not to whatever actually worked.
SEO blames the site, the site blames intake, intake blames the quality of the leads.
The model
Every step above is a place a case can quietly disappear, and most firms are only paying someone to look after the first two. I work the whole chain — which is why the number I care about is signed cases, not sessions.
In detail
The technical foundations first — crawlability, speed, structure — because content on a broken site is decoration. Then site architecture built around practice areas rather than a blog, and pages that answer the question someone is actually typing at 11pm. Rankings follow the structure; they don’t substitute for it.
Google Business Profile done properly, review velocity that keeps building, consistent citations, and the multi-office setups most firms get wrong. Legal searches are overwhelmingly local and the map results sit above the organic ones, so this is often the fastest visible movement available to a firm.
Practice-area and campaign pages designed around one decision: does this person feel confident enough to call. Clear next step, honest proof, fast on a phone, and measured against enquiries rather than compliments. If your site is structurally sound I’ll fix conversion rather than sell you a rebuild — and if it isn’t, I build sites too.
Instant response to every enquiry, structured follow-up that runs more than once, and routing wired into the case management system your firm already uses. This is usually the single largest source of recoverable cases in a firm that is already spending on marketing — and it’s where automation earns its keep.
Call tracking, form attribution and reporting wired together so every signed case can be traced back to what produced it. Most firms have never had this, and it changes every budget conversation that follows — because the argument stops being about opinions and starts being about which channel signed which matter.
I have been working with Carlos Arias since 2014 and he has been great with getting me leads for my practice. I’m retired lawyer and I like to work on cases ever so often he has been very helpful and generous with keeping my website active with SEO
Questions firms ask
Enough that the cases it produces are worth more than the spend, and not a dollar before you can measure that. For most small-to-mid Florida firms the useful question isn't the budget number — it's whether the tracking is good enough to know what the last budget actually bought. That gets fixed first.
Local and map-pack improvements can move in weeks. Competitive practice-area rankings are usually a six-to-twelve month build. Anyone promising page one in thirty days for a contested legal term is selling you something. What should move quickly is conversion and intake — often worth more than the rankings, and they don't wait on Google.
Usually not. Most firms have a site that works structurally and fails at conversion, which is cheaper and faster to fix than a rebuild. I'll tell you plainly when a rebuild is the right call, and just as plainly when it isn't.
Regular SEO is about ranking pages. Local SEO is about ranking your practice in the map pack — Google Business Profile, reviews, proximity and local signals. For most legal searches the map pack appears above the organic results, so a firm can rank well and still lose the call.
Yes. Most of my law firm work is Florida-based and that's where the local search experience is deepest, but the lead-to-case model isn't state-specific.
No. Competing against my own client is not a service either of them is paying for.
No. If the work isn't producing, a contract is a bad reason for either of us to still be here.
Let’s talk
Tell me what your firm is running now. You’ll get a straight assessment from the person who would actually do the work.
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