Florida law firm marketing · 5 services · 1 system

Paid media, SEO, AI search, reviews, and WordPress websites for Florida law firms. Run separately or as one.

Five services.
One system.

Most Florida medical malpractice and PI firms are running Scorpion, FindLaw, Justia, or a referral mill. They are renting visibility on someone else’s stack. I built this system inside Percy Martinez P.A. over 10 years, scaled it to 15+ firms, and now run it for one firm per practice area per metro. Tracked to signed cases. You own every asset when you leave.

Get a free audit See all 5 services
Currently open, 44 of 50 spots in 2026 5.0 · 25 Google reviews
The system · 5 services, 1 operator

Each service stands alone. Together they compound.

Paid drives signed cases this month. SEO and AI compound for next year. Reviews protect everything. The website carries it all. Managed by one operator with one tracking pipeline that ties every dollar back to a signed case.

Your firm One system tracked to signed cases
PPC Paid search AI / GEO AI search SEO Organic search Reviews Reputation Web WordPress
The five services

Pick one. Pick all five. They compound.

Each service stands alone, but they work better together. Paid drives immediate signed cases while SEO and AI compound long-term. Reviews protect everything. The website carries it all.

Paid · monthly retainer

PPC and paid advertising.

Three platforms, one system. Google Ads, Local Service Ads, and Microsoft on a 75 / 25 budget split. Every click tracked from Google Click ID to signed case. Negative keyword lists built from Florida market data. Weekly budget shifts toward what actually produces signed cases, not what looks good in a dashboard.

See PPC service
Google Ads
75%
LSA
Per lead
Microsoft
25%
AI search · monthly retainer

AI search and GEO.

Get cited in ChatGPT, Perplexity, Claude, and Google AI Overviews so the firm shows up when AI answers legal questions directly. AI search visitors convert at 4.4x the rate of traditional organic search visitors1 because the AI has already pre-qualified the user. Per Ahrefs research published in early 2026, roughly 78% of legal search queries now trigger AI Overviews2, and SparkToro and Datos found 58.5% of US Google searches end without a single click3. The firms cited in AI answers capture intent the rest of the page never sees.

See AI / GEO service
ChatGPT Cited
Perplexity Cited
Claude Cited
AI Overviews Cited
Organic search · monthly retainer

Law firm SEO.

Rank for practice area plus city for the searches that actually produce cases. Map Pack, organic, and AI Overviews managed as one strategy instead of three separate tactics. 66% of legal call conversions come from organic search4, and most of those start in the Map Pack. Built around how clients actually search, not generic keyword lists.

See SEO service
#1
Percy Martinez P.A. Miami Map Pack · med mal
↑ 16
Map Pack
Organic
AI Overviews
Reputation · monthly retainer

Review management.

Reviews are now merged with your LSA profile. Google’s official Local Service Ads documentation lists rating, review count, and review recency among the ranking factors that determine top-3 ad rotation5. That means missing weeks of reviews can drop a firm out of the top three even with a higher overall rating. Request automation, response templates inside 4 hours, reputation protection, and reviews wired into intake from week one.

See review service
★★★★★
25 Google reviews · responded in under 4 hrs
5.0/ 5.0
Argota Marketing · Q1 2026
WordPress · one-time + maintenance

Website design and development.

WordPress on SOC 2 hosting in your name. 100 PageSpeed targets on mobile. HIPAA secure intake forms wired into client management software. The firm owns the code, the domain, the hosting, and every asset. Change the password to leave. No proprietary builders, no platform tax, no template lock-in.

See website service
100
PageSpeed mobile
Most law firm sites we audit score below 50 on mobile6
How we start

Same 30-day onboarding, whether it is one service or five.

Audit first, build second, launch third, measure forever. No retainer until I have looked at your current setup and confirmed the math works for your firm.

1
Week 1
Free audit of what you have now
Current ad accounts, SEO visibility, AI citation footprint, review profile, website PageSpeed. If the math does not work at your budget, I will tell you that and you keep doing what you are doing.
2
Weeks 2 to 3
Build and integrate
Whichever services we are running get built in parallel on their own staging environments. Campaigns, landing pages, content, review automation, AI citation work. CallRail and Clio wired up so every lead source is traced to its origin.
3
Days 30 to 60
Launch and learn
Everything goes live on day 30. First 30 days post launch is data collection. Which searches, keywords, platforms, and content pieces produce signed cases; which produce tire kickers. Algorithms start optimizing against case value.
4
Day 60+
Scale what works. Kill what does not.
90-day keyword audit on paid. Monthly SEO and AI citation review. Weekly intake QA on the phones. Budget shifts toward what is producing signed cases. After day 90 everything is month-to-month.
Case studies

Two firms. Full system.

What happens when the services run together instead of siloed across three different agencies.

Percy Martinez P.A. medical malpractice firm website redesign
Medical malpractice · Miami · All 5 services

$500 budget to top three for Miami medical malpractice.

Percy Martinez, P.A. · 2015 to present

Started with a $500 monthly ad budget against firms spending $50,000 a month on TV. Website rebuilt three times without losing rankings, SEO compounded to #1 in Miami Map Pack for “medical malpractice attorney Miami” (verified via Google Search Console, Q1 2026), LSA review velocity kept the firm in top 3 rotation. Currently competes alongside Morgan and Morgan in Hialeah Local Service Ads rotation for medical malpractice as of Q1 2026. Site scores 100 on PageSpeed mobile (Lighthouse, March 2026). All five services integrated, one system, 2015 to present.

483%organic traffic growth, 2015 to 2026 (Google Analytics)
#1Miami Map Pack, Q1 2026
100PageSpeed mobile, Lighthouse
Jorge L. Flores P.A. medical malpractice firm migration to WordPress
Medical malpractice · Kendall · Web + SEO + PPC

From FindLaw tenant to #1 Map Pack in 5 months.

Jorge L. Flores, P.A. · 2024 to present

Migrated off a rented FindLaw site onto WordPress hosting in his own name. SEO equity transferred. Added Microsoft Ads at 25 percent split. Cost per signed case dropped 47 percent while rankings climbed. Top of the Map Pack for medical malpractice in Kendall within five months. Owns every asset that produces his signed cases.

#1Kendall Map Pack, 5 months
-47%cost per signed case, 2024 to 2025
100%assets owned by firm
What I will tell you on the first call

Four things I say that probably cost me clients.

Most agency websites are designed to maximize the number of firms that say yes. This page is designed to make sure the right firms say yes. Here is what I will tell you in the first 20 minutes that most agencies will not.

If your agency takes a percentage of ad spend, they are paid to spend more, not convert better.

The standard agency fee structure for paid media is 10 to 20 percent of monthly ad spend. That means the only way the agency makes more money is if you spend more on ads, not if those ads produce more signed cases. The financial incentive is structurally backwards.

I charge a flat retainer per service tier, never a percentage of spend. If I cut your Google Ads budget in half because the data says we should, my fee does not change. If your current PPC agency would lose income from that recommendation, you have your answer about why they have not made it.

Scorpion, FindLaw, and Justia rank for their own brand, not for your firm.

Search “Scorpion law firm marketing” and Scorpion ranks first. Search “personal injury lawyer Tampa” and the firms ranking are not the ones on Scorpion’s stack, they are the ones who own their own websites, their own Google Ads accounts, and their own SEO equity. Scorpion’s product ranks for Scorpion. FindLaw’s directory ranks for FindLaw.

If the website you paid for lives on a vendor’s CMS that you cannot export, the SEO equity you build is theirs, not yours. The day you leave, the rankings stay with the platform. This is the leased-template trap, and most med mal firms do not realize they are in it until they try to cancel.

When Jorge L. Flores P.A. moved off FindLaw onto WordPress in his own name, the SEO did not start over. It transferred. The Map Pack ranking actually climbed in five months because the new site was faster and had a real schema layer. The leased version had been suppressing the firm’s own equity.

If your agency cannot show you the cost per signed case, they are showing you vanity metrics.

Most agency dashboards report impressions, clicks, form fills, and phone calls. Those are inputs. The only output that pays the firm’s lease is a signed case. If your monthly report does not include cost per signed case by source, by practice area, by metro, the agency is not measuring what you are actually buying.

This is fixable in about a week with CallRail, the right Clio or Filevine integration, and a UTM hygiene pass. Most agencies do not implement it because once you can see cost per signed case, you can also see which channels are not working. That conversation is bad for retention.

If your firm spends less than $5,000 a month on marketing, this is probably not the right fit.

I am one operator. The roster is capped at 50 firms, one per practice area per metro, and 15+ are already in. The math has to work for both sides. Below $5,000 a month combined across services and media spend, I cannot give the engagement the attention it needs and you cannot get the compounding effect of the full system. You are better served by a smaller agency with junior account managers, or by hiring a marketing manager in-house.

I will tell you this on the first call instead of selling you a stripped-down package that will not work. If the budget is right but the practice area or metro is locked, I will tell you that too. Florida medical malpractice is closed. Miami PI is closed. Hialeah PI is closed. The roster cap is the product, not a marketing line.

Jorge Argota
Jorge Argota
Founder, Argota Marketing · Tampa, FL
By the numbers

Ten years. Five services. One specialty.

Florida legal marketing, measured against signed cases instead of vanity metrics.

15+
Florida firms servedSince 2015 · PI, criminal, family, immigration, employment
$18M+
Ad spend managedGoogle + LSA + Microsoft across all firms
2M+
Qualified clicks deliveredTracked end-to-end to signed cases
5.0
Average Google rating25 verified Google reviews as of Q1 2026
Client voices

What firm owners actually say.

All 5 services
★★★★★

We started with a $500 budget and Jorge now runs every part of our marketing. PPC, SEO, reviews, website, AI. We rank above Morgan and Morgan in Miami Local Service Ads. One person, one system, one dashboard.

PM
Percy Martinez, Esq.
Managing Partner · Percy Martinez P.A.
Website + SEO
★★★★★

Was stuck on a FindLaw site I could not edit for eight years. Jorge migrated me to WordPress, got me to #1 in the Kendall Map Pack in five months, and I actually own every asset now. First time in a decade.

JF
Jorge L. Flores, Esq.
Founder · Jorge L. Flores P.A.
PPC + Reviews
★★★★★

Three agencies could not figure out why our LSA rank kept dropping. Jorge identified the review recency problem in week one. Cost per signed case dropped 62 percent over the first six months when PPC and review automation started working together.

RV
Roberto Vasquez, Esq.
Partner · Vasquez Law Group, Fort Lauderdale
FAQ

Services, answered.

Do I have to sign up for all five services?

No. Each service is standalone. Most firms start with PPC because it produces signed cases fastest, then add Web Design or SEO once the tracking pipeline is working. Some firms only ever need one or two. I will recommend what fits your situation in the free audit, not try to sell you the whole menu.

Which service should I start with?

Depends on what is broken. If your site scores below 50 on PageSpeed, start with Website Design because ads and SEO both fail against slow sites. If your site is fine but you are not getting leads, start with PPC. If you are getting leads but not converting them, that is usually a Review Management or AI citation problem. The audit sorts this out in the first call.

What is AI / GEO and why does it matter for a law firm?

GEO is Generative Engine Optimization. AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews answer legal questions directly in the search results without sending the user to your site. Per Ahrefs research published in early 2026, roughly 78% of legal search queries now trigger AI Overviews2, and SparkToro and Datos found 58.5% of US Google searches end without a single click3. Firms that get cited in those AI answers convert at 4.4x the rate of traditional organic search visitors1, per Semrush, because the AI has already pre-qualified them. See sources at the bottom of the page.

How are pricing and contracts structured across services?

Each service has its own pricing on its own page. Monthly retainers run $3,000 to $10,000 per month plus media spend, structured in three tiers: Foundation ($3,000 to $7,500) for single practice in a single city, Practice ($8,000 to $12,000) for multi-practice in a single county, and Regional+ ($12,000 to $15,000) for multi-county firms. Website builds are a one-time project fee, $3,000 to $15,000 depending on practice areas and metro coverage. All retainers are 90-day initial commitment then month-to-month. No long-term contracts. If you leave, you own every asset we built.

Will you work with a competing firm in my practice area?

No. One firm per practice area per metro. If I already run PI ads for a Miami firm, I will not take on another Miami PI firm. Two clients bidding against each other on the same keywords managed by the same person is a conflict I will not run.

How do I know if my current vendors are doing a good job?

Ask them to show you cost per signed case, not cost per click or cost per lead. If they cannot tell you what it costs to get a client who pays you, they are not tracking the right thing. Most agencies optimize for clicks or form fills because it is easier to show pretty numbers, not because those numbers correlate to revenue.

Do you work with firms outside of Florida?

Select cases, yes. My specialty is Florida law firm marketing, and most of my negative keyword lists and content frameworks are built on Florida market data. For firms outside Florida, the system still works but I will tell you upfront which parts need to be customized for your market. The audit is free regardless.

Sources & methodology
  1. AI search visitors convert at 4.4x the rate of traditional organic visitors. Semrush and Datos analysis of 500+ digital marketing topics, published June 2025. Source: Semrush AI Search Study.
  2. Roughly 78% of legal search queries trigger AI Overviews. Reported in Attorney at Law Magazine, citing Ahrefs research, February 2026. Source: Attorney at Law Magazine.
  3. 58.5% of US Google searches end with zero clicks. SparkToro and Datos clickstream analysis, 2024 zero-click search study. Source: SparkToro / Datos, also covered by Search Engine Land.
  4. 66% of legal call conversions come from organic search. Ruler Analytics, 2021 analysis of 100M data points across the legal sector. Source: Ruler Analytics.
  5. Local Service Ads ranking factors include rating, review count, and recency. Per Google’s official Local Services Help documentation. Source: Google Local Services Help.
  6. Most law firm sites we audit score below 50 on mobile. Drawn from 10 years of Argota Marketing audit work across Florida law firms (PI, medical malpractice, criminal, family, immigration, employment), measured via Google PageSpeed Insights on each prospect site at the start of an engagement. Industry context: top 100 e-commerce retailers averaged a 25.9 mobile Lighthouse score in published analysis. Source: Engenius; further context from Google’s Lighthouse documentation.
Case study methodology. Performance figures cited in case studies are drawn from Google Search Console, Google Analytics 4, Google Ads, and CallRail data verified during the engagement period stated. Rankings reflect specific keyword and geographic combinations and may shift based on Google algorithm updates. Client testimonials are direct quotes from interviews conducted with the named attorneys, lightly edited for length and time-frame context only. Roster status is updated quarterly; “44 of 50 spots open” reflects the active 2026 capacity as of Q2.
Free audit · No obligation

Tell me what is broken.
I will tell you what to fix first.

Send me your current marketing setup. I will audit whatever you are running, show you what is working and what is not, and recommend which one or two services would move the needle fastest for your firm. If nothing needs changing, I will say that too.

Get my free audit Or call (941) 626-9198
Reply within 24 hours No long-term contracts Confidential
Jorge Argota
Jorge Argota
10 years Florida legal marketing. Built Percy Martinez from $500 to #1 in Miami medical malpractice. $18M+ in ad spend managed across 15+ firms.