Key takeaways
- Published PI SEO prices are wide, and they come from agencies that sell SEO.
- Price depends on market, competition and scope more than on a standard package.
- Compare scope, contract terms and tracking, not just the monthly number.
- The real test is cost per signed case over the full contract.
What do agencies say it costs?
Agency blogs we found in a search on November 5, 2026 describe monthly retainers for law firm SEO that start at around $1,500 to $3,000 and run to $15,000, $25,000 or more, with personal injury and large metro markets near the top. Several mention one-time audits at a few hundred to a few thousand dollars. We could not find an independent source, so treat these as the sellers’ own ranges.
What drives the price?
| Factor | Why it changes the price |
|---|---|
| Market size and competition | Cities with many PI firms need more work to rank |
| Number of locations and practice areas | More pages, profiles and local work |
| Content volume | Guides, location pages and articles take writing and review time |
| Links and mentions | Building credible references is slow and varies in cost |
| Reporting and tracking | Call and form tracking down to signed cases takes setup |
| Contract length | Longer terms may lower the monthly price and raise your risk |
What should a quote include?
- A written scope with deliverables by month.
- Who does the work, and who approves the wording under your state’s advertising rules.
- How leads and signed cases will be tracked. See tracking guide.
- Contract length, exit terms, and who owns the website, profiles and content.
- A clear statement of what is not included.
How do you judge whether it is worth it?
Divide total spend by signed cases over the whole contract. SEO usually takes months to show results, so judge it over a long enough window. Our cost guide shows how to work out cost per signed case, and the SEO vs. paid ads page compares timelines.
Where does SouthSeas Marketing fit?
We do not run a full-service SEO program. We focus on AI-made, AI-tested ads and an AI voice assistant that calls each new lead within minutes.
Want this worked out for your firm? The free 20-minute growth audit looks at your ads and how new leads are handled today, and you keep the written plan. Book my free growth audit.