Strategic legal marketing designed to increase your firm's visibility, attract qualified prospects, strengthen your reputation, and generate more opportunities online.
By Emilio Yepez, Founder · Last reviewed: August 18, 2026
Our law firm marketing covers search, paid advertising, websites, content, attorney video and AI-answer visibility, for firms across Miami, Coral Gables and South Florida — solo practitioners up to about 15 attorneys. We are a Coral Gables agency, not a national service desk, and we take one firm per practice area within Miami-Dade.
Your potential clients are searching online every day. We help position your law firm where those searches happen and create the digital experience needed to turn visibility into inquiries.
Worth establishing early. It saves both of us a meeting.
We won't take a second firm competing with an active client in the same practice area within Miami-Dade. It's written into the engagement, not a handshake. If you call and we're already working with your competitor, we'll say so on that call rather than take the meeting.
Legal marketing is highly competitive. Having a website alone is no longer enough. Your firm needs a coordinated digital strategy that helps prospective clients discover you, trust you, and take action.
Lighthouse Internet Media combines web design, search engine optimization, paid advertising, content strategy, local search, and emerging AI search optimization to build stronger digital visibility for attorneys and law firms.
Florida regulates attorney advertising more tightly than most states. Rules 4-7.11 through 4-7.22 of the Rules Regulating The Florida Bar govern lawyer advertising, and they reach further than most firms expect—into what you may claim about results, how testimonials may be used, how you describe your practice, and what has to appear on your website.
The Florida Bar publishes its own compliance material: a Handbook on Lawyer Advertising and Solicitation, checklists for websites, print and internet advertising, direct mail and email, separate guidelines for social networking and video sharing sites, and sample advertisements showing both complying and non-complying examples.
We work from those documents directly. When we hand you a website, a landing page or a video, it has been checked against the Bar's own checklist for that medium. A national agency running campaigns in fifteen states can only tell you it “keeps within state bar rules”—which is true, and is not the same thing.
We're a marketing agency, not a law firm. We build to the published rules, flag risk and keep records—but you or your ethics counsel make the compliance call, and every asset carries your sign-off before it publishes. Any agency offering to certify your compliance is offering something it can't deliver.
A complete law firm marketing approach designed around how prospective legal clients search, compare, and select attorneys.
Improve organic search visibility for the legal services, practice areas, and geographic markets that matter most to your firm. Attorney bio pages are consistently the most under-built asset on a firm site and among the cheapest to fix.
Strengthen your visibility when prospective clients search for attorneys and legal services across Miami-Dade, Broward and Palm Beach. Location pages only where you genuinely practice—thin doorway pages for cities you've never filed in are a liability, not an asset.
Reach high-intent prospects with strategically managed paid search campaigns created to produce qualified inquiries. Legal is the most expensive vertical in Google Ads, so we report cost per signed case rather than cost per lead—lead volume here is a vanity number.
Professional legal websites designed to communicate credibility, explain your services clearly, and encourage prospective clients to contact your firm. Built in-house, checked against the Bar's website checklist, with intake forms that land in your case management system rather than a shared inbox.
Build topical authority with useful content covering legal questions, practice areas, client concerns, and relevant search topics.
Prepare your firm's digital presence for evolving search experiences, including AI-powered discovery and generative search platforms. Legal is among the verticals hit hardest, because so much legal search is informational—“how long do I have to file,” “what happens at a deposition”—and gets answered without a click.
Written for the audience, not translated from English. Emilio leads this work and Spanish copy is produced and reviewed by native speakers. In this market a firm with no Spanish-language search presence is invisible to a large share of its prospective clients.
Shot and edited by our own team—Lorenzo Castillo and Jorge Bolnos—on location at your office. Attorneys answering the questions clients actually ask outperforms stock footage by a wide margin, and it's the asset most firms never get made because their agency has to outsource it.
Before calling an attorney, prospective clients often research firms, compare websites, read reviews, explore practice area information, and evaluate credibility.
Every stage of that journey is an opportunity to strengthen your position and move a prospective client closer to contacting your firm.
Search → click → landing page → call or form → intake → signed case. Most agency reporting stops at the second or third step, which is why firms end up with rising traffic and flat revenue. Two links in that chain sit inside your firm rather than inside the marketing, and we'll say so plainly: if calls aren't answered inside business hours, or intake takes three days to follow up, no amount of visibility fixes it. We measure where prospects are actually lost and tell you when the problem is ours and when it isn't.
Discuss Your Marketing StrategyImprove visibility across organic search, local results, paid search, and emerging AI-driven search experiences.
Present professional branding, useful legal information, strong attorney credentials, reviews, and clear messaging.
Create strategic conversion paths that make it simple for visitors to call, submit a form, or request a consultation.
Track meaningful marketing performance and use data to continuously improve campaigns, pages, and lead generation.
Different legal practices require different search strategies, conversion messaging, content, and competitive positioning.
The most competitive and most expensive legal vertical in this market. The work here is less about volume than about matter quality: search intent behind a rear-end collision is nothing like the intent behind a catastrophic-injury search, the ad spend differs by an order of magnitude, and the two need separate landing pages and separate bidding rather than one campaign averaging both.
Two things decide whether PI marketing pays. The first is whether your intake can absorb the volume—a hundred inquiries with no viable matter costs you staff hours and produces nothing. The second is speed of response, because in this vertical the firm that calls back first frequently signs the case regardless of who ranked higher. We measure both before recommending a budget.
The largest under-served opportunity in Miami legal marketing, and the one where Spanish-language search matters most. Immigration search behavior is unlike other practice areas: research cycles run for months rather than days, informational query volume dwarfs commercial volume, families frequently research on behalf of someone else, and traffic skews heavily to mobile and to Spanish.
That shape has a consequence most agencies haven't adjusted to. Because so much of the funnel is informational, a large share of it is now being absorbed by AI answers on the results page. We shift the investment toward the commercial queries that still click, the Spanish-language terms almost nobody is competing for, and the trust content that converts a months-long research cycle into a consultation.
Thinner agency competition than personal injury and materially more winnable on local search. Criminal defense is driven by urgency—the search happens at speed, often on mobile, often at night—so page load, click-to-call and after-hours response matter more than content depth. Family law runs the other way: longer consideration, heavy research, and searches that resolve at neighborhood and county level, where a Coral Gables address and accurate Google Business Profile data do more work than volume of content.
Business litigation is the outlier. Referral and reputation carry most of the weight, and the marketing job is less about capture than about making sure a firm someone was already referred to survives being checked online. For those firms we usually recommend starting with the website and the attorney bios rather than with campaigns.
Current and past legal clients include Dapena Law and PWD Law. Our wider client list is on the clients page.
Softbox, tripod, one operator, one attorney, in their own office. Our video team shoots at the firm rather than in a studio, because the content that converts is an attorney answering a real question in the room where they work. More of our video work
We don't publish client results without written permission, and we're in the process of getting it. If you'd like to speak with a firm we work with before signing anything, ask on the first call and we'll arrange it.
We connect marketing strategy, technology, design, search optimization, and analytics instead of treating each channel as a separate project.
We begin with your practice areas, ideal client, competitive market, geographic priorities, existing marketing, and growth objectives.
We determine which combination of SEO, web design, paid advertising, content, local optimization, and digital authority best supports your goals.
Our team executes the strategy while continuously improving content, campaigns, user experience, and conversion opportunities.
Marketing should support business development. We focus on visibility, qualified traffic, engagement, inquiries, and long-term digital growth.
Marketing built around clear business objectives.
Decisions supported by performance and analytics.
Digital experiences designed to encourage action.
Strategies designed to grow alongside your firm.
Our in-house team works from one Coral Gables office. Every person on your account is named on our site—no account manager relaying messages to someone you never meet.
Runs strategy and is on your monthly call. Over 21 years in digital marketing, ecommerce and operations; contributing author to Internet Marketing From The Real Experts (Morgan James Publishing, 2010). Works in English and Spanish.
Amir Khan and Julian Stark on development, Lorenzo Castillo and Jorge Bolnos on video, Gina Casimiro on social, and Janyer Pino on project management.
Monthly retainer, quoted after a 30-minute call at no charge. There's no rate card because the range is genuinely wide. What moves the number:
Personal injury in Miami-Dade is a different scale of problem to family law in one suburb
Organic only, organic plus paid, or either plus video production
English only, or English and Spanish. Spanish roughly doubles content volume
A site needing rebuild costs more in the first two months than one needing optimization
One county, or Miami-Dade plus Broward and Palm Beach
Advertising spend is billed by Google and Meta directly and never marked up by us. Any Bar filing fees that apply are yours and we forecast them before production.
Learn more about building and improving your law firm's digital marketing presence.
Talk with Lighthouse Internet Media about a digital marketing strategy built around your firm's goals.
Send us your firm's website and we'll come back with what we'd change to improve visibility, anything we'd flag against the Bar's own website checklist, and whether your practice area is still open in Miami-Dade. You get the review whether or not you hire us.
Not legal advice. Lighthouse Internet Media is a marketing agency and is not a law firm. Nothing on this page is legal or ethics advice, and reading it creates no professional relationship. References to the Rules Regulating The Florida Bar are general information, were accurate to the best of our knowledge as of August 18, 2026, and may have changed since.
Responsibility for compliance rests with the advertising attorney or law firm. Confirm any requirement directly with The Florida Bar's Advertising Regulation department (floridabar.org/ethics/etad) or with your own ethics counsel before relying on it.