Starting a law firm in 2026 feels different than it did even a few years ago.
AI tools are everywhere. Search behavior has shifted. And many attorneys are unsure where to focus first when launching or rebooting their practice.
When asked what he would do if he were starting a law firm from scratch today, legal marketing consultant Jared DeValk gave a clear answer.
He would not start with SEO.
You also might like to read:
- Law Firm SEO in 2026: What AI Overviews Are Really Taking Away (And What Still Works)
- Why Informational Legal Searches Are Disappearing (And Why That’s Not a Disaster)
- How Law Firms Can Use Reddit and Online Communities Without Getting Banned or Looking Spammy
The First Priority: Google Reviews and Visibility
The very first thing Jared would focus on is getting a Google Business Profile live as quickly as possible and building reviews immediately.
Reviews are one of the strongest trust signals available to a local law firm. They influence map pack visibility, client trust, and conversion rates.
Importantly, reviews do not require a retained client.
If someone has consulted with your firm, even if they did not hire you, they still had a legitimate experience and can leave a review. That is not fraudulent. It is part of doing business.
Most firms do not have a system for consistently asking for reviews. That alone puts them at a disadvantage.
In the first 30 days, the goal is simple.
Get visible locally and begin building social proof.
Month One: Brand and Process Before Marketing
In the first month, Jared would focus on brand fundamentals, not aggressive marketing.
That means:
- A basic website or landing page that clearly explains who you help and how
- A clean Google Business Profile
- A repeatable process for asking for reviews
- Making sure intake and communication work smoothly
This is where many firms rush ahead too quickly.
Even strong SEO professionals often advise new service businesses to delay heavy SEO work until the brand foundation is solid. The stronger the foundation, the less effort is required later to get results.
Month Two: Relationships and Referrals
In months two and three, Jared would focus heavily on relationships.
Most attorneys serve local markets. That makes relationships incredibly valuable early on.
This includes:
- Networking with other attorneys
- Building referral relationships
- Establishing rapport within the local legal community
These relationships can lead to early cases without relying on ads or SEO at all.
They also matter long term.
The attorneys who do best are often those who maintain professional relationships with prosecutors, defense attorneys, and even judges over time. Those relationships can directly impact outcomes for clients.
Building goodwill early compounds later.
Court Appointed Cases as a Growth Lever
Jared also points out that court appointed cases are often overlooked.
They may not pay as much as private cases, but they provide:
- Real clients
- Real results
- Opportunities for reviews
- Referral potential
You are paid for the work, and you gain experience and visibility.
For a new firm, that can be a powerful way to build momentum without large marketing spend.
Month Three: Only Then Does SEO and Ads Make Sense
Once reviews are coming in, systems are working, and the firm has some traction, that is when SEO and paid advertising start to make sense.
At that point:
- Reviews improve conversion rates
- Brand familiarity reduces ad costs
- SEO efforts require less time and money to gain traction
Trying to run SEO or ads before this stage often leads to wasted spend and frustration.
The stronger the reputation and brand, the easier it is for SEO and advertising to work.
Why This Order Matters
Many firms do this backwards.
They invest heavily in SEO or ads before:
- They have reviews
- Their brand is trusted
- Their intake process works
- They have proof they can convert leads into clients
That makes every channel harder than it needs to be.
Starting with trust and relationships lowers the cost of everything that follows.
The Big Picture
If Jared were launching a law firm in 2026, the plan would be clear:
First, build trust and visibility locally.
Second, build relationships and real world credibility.
Third, invest in SEO and advertising once the foundation is solid.
That sequence reduces risk, improves conversion, and creates long term momentum.
It is not flashy.
It is not fast.
But it works.
This topic and the inspiration for this article came up during this AI for Law Firms podcast episode with Jared DeValk from Nashville Digital.