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Spotlight Branding Review: Marketing for Lawyers

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Lawyerist Rating for Spotlight


Rating Breakdown

Our Rating: 4.2/5

Our rating is based on our subjective judgment. Use our resources—including our rating and community ratings and reviews—to find the best fit for your firm.


Product Details

Services Offered
  • Law Firm Websites
  • Other Marketing Services

Core Features

For SEO Services & Marketing Agencies, the following are essential features, and you should therefore expect to see a check in every box in this section.


Free Consultation

A free consultation or website audit can help you figure out if a particular marketing agency is a good fit with your law firm.

Focused on Law

Some marketing agencies focus on representing law firms, while others apply their skills to multiple industries.


Marketing can be winner-take-most, especially when it comes to search. That can present a conflict if a marketing agency represents direct competitors. Many marketing agencies won’t represent direct competitors for this reason, although exclusivity may cost more.

Will You Own Your Website?

If your web design company owns the assets it creates for your website, it can be difficult to transfer your website to another hosting provider or marketing agency.


Drafting effective website copy, including pages and blog posts, is a specialized skill, and it can help your firm launch a new law website much more quickly than if you intend to draft the copy yourself.

Video Production

Professional video production can enhance your website and drive visitors to contact your firm.


Before you hire, you should look at other websites the company has designed. A public portfolio makes this easy.

Website Maintenance

Websites require technical upkeep, which isn’t always included in your fee.

On-Page SEO

On-page SEO involves optimizing the content and metadata of your law firm website pages. This is essential but fairly basic.


Building off-site links back to your website effectively probably requires a strategy and a fair amount of work. Linkbuilding tactics can include writing guest posts, outreach, and more.

Local SEO

Search engines use what they know about your location when they deliver search results, and not just in map apps. Local SEO aims to boost your results when location is relevant.

Pay-Per Click (PPC) Advertising

PPC advertising puts your search results on top of targeted search queries.

Google Certified Partner

An optional certification that means Google has certified the vendor as an expert in Google Ads. It does not mean the vendor has any kind of special relationship with Google.

Brand Design

If you need a logo or other marketing assets, you might want a branding package for your law firm.

Social Media Marketing

Your marketing agency can help you design and maintain a social media presence.

Email Marketing

Email marketing can be highly effective, and a marketing agency can help your firm develop and execute an email strategy.

Offline Marketing

Offline marketing may include things like letterhead, newspaper ad design, etc.

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Frequently Asked Questions

What is the price of Spotlight Branding?

Due to the personalized work that goes into each individual attorney's project, pricing varies depending on your needs. So, Spotlight doesn't have set prices for its services. As you can imagine, one attorney may want more robust services than another. As such, their prices will vary based on the package, the type of services you want, and the amount of maintenance you need after everything goes live.

Is Spotlight Branding familiar with Law Firm Marketing?

Spotlight Branding works only with lawyers and law firms. Their skilled and experienced professionals are familiar with the challenges and needs that go along with building an online presence for lawyers. This includes ethical concerns and the unique difficulties attorneys face when marketing their services online.

Does Spotlight Branding offer SEO services?

Yes. As part of their full-service legal marketing services, Spotlight Branding offers various SEO services.

Does Spotlight Branding offer exclusivity?

At the time of this review, Spotlight Branding does not offer practice and jurisdiction exclusivity.

Can Spotlight Branding build my website?

Yes. They can build websites. In fact, at the time of this review, they display a website portfolio on their own site.

Does Spotlight Branding offer link building?

No. At the time of this review, Spotlight Branding does not offer link building services to its clients. They focus more on content marketing and what they call the Loop.

Will Spotlight Branding Review: Marketing for Lawyers help my firm with non-digital marketing?

Spotlight Branding does not offer non-digital marketing, but they do offer video production, and even podcast production as part of their content marketing campaigns.

Can Spotlight Branding manage my social media?

Yes. They will help their legal marketing clients manage their social media.

Does Spotlight Branding handle PPC and other digital ads?

No. They are focused more on content marketing and grassroots visibility.

Does Spotlight Branding help with content marketing?

Yes. This is what Spotlight Branding specializes in. All of their services and efforts are focused on content marketing.

Additional Details about Spotlight Branding

Spotlight Branding Highlights

A suite of services. Spotlight Branding offers social media, web design, web content, monthly e-newsletters, video FAQs, and blog writing services. Services can come packaged or individualized on a one-off or recurring basis depending on your needs. If these services sound like the same services offered by every other SEO and digital marketing firms, it’s because they are. What differentiates Spotlight Branding is its strategy and approach.

Content first. With everyone competing for that enticing top Google search spot, the journey to numero uno can be fierce, unrelenting, and expensive. Spotlight helps you see the forest through the trees. With an emphasis on your unique brand, they help you put content that people want to see on your website, and they focus on presenting your practice as an authoritative, credible expert in your field. This should attract potential clients and earn meaningful, curated referrals.

Branding, not SEO. The journey with Spotlight Branding begins with a consultation call. This makes sure the partnership is a good fit. Next, a dedicated Personal Brand Manager meets with the firm. They are the point of contact throughout the entire process. They will get to know the practice and they can create bespoke, exclusive content. Lastly, they will put systems in place to build the brand and to maximize referrals. And they’ll build marketing plans toward people, not algorithms.

Things You Might Want to Know

Focus on results. Sometimes, certain marketing metrics and approaches can feel like speaking a foreign language. Spotlight Branding wants firms to focus on results instead. Its team focuses on more referrals, better clients, increase the ROI in other marketing efforts, and develop an expert reputation for firms. Spotlight Branding doesn’t focus on vanity metrics, such as the number of users, page views, and other numbers that are easily manipulated. It will track where referral sources come from, increase client lists, get clients that are more suited to the practice and ready to go, and build out the brand.

Free resources. Getting started with marketing and brand building is a daunting and overwhelming process. Accordingly, to familiarize clients with the basics to help build a solid foundation, Spotlight Branding offers a ton of free resources. This includes a podcast, whitepapers, videos, worksheets, and infographics. With these resources, firms can acclimate themselves with the marketing world with relative ease.

Who Spotlight Branding is For

Spotlight Branding is best suited for solo attorneys and small firms who are looking to create an online brand, rather than focusing simply on leads and rankings. Attorneys who are seeking a collaborative partner in their marketing plans will benefit the most from working with Spotlight Branding.

Spotlight Branding offers a fairly unique approach to online marketing, but its services are a bit of a collaborative effort. Spotlight Branding will help create authoritative content and put the law firm’s brand out there, but it’s up to firms to develop a network and showcase their expertise. Attorneys who are willing to take an active role in their firm’s marketing efforts and content creation will get the most out of Spotlight Branding’s strategy and services.

Not sure where to begin? Download our Field Guide

Take the guesswork out of researching, purchasing, and implementing the right legal tech products and services for your law firm. Our Field Guide answers your essential questions and breaks down the features most important to your business, so you can buy with confidence.

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