Website, ads and CRM for law firms — the client journey from first question to closed case.
People come to a lawyer at the moment of trouble: after a car accident, during a divorce, when a bank demand arrives or a residence permit is refused. They open three or four websites and message whoever replies fast and explains clearly what a consultation costs. We build a system for exactly this: a website by practice area, ads on urgent queries, SEO on answer articles and a CRM where every case and every deadline is visible.
Six areas of work for a legal practice.
Practice pages, lawyers with bar or chamber membership, online consultations paid via Kaspi, articles, two languages.
from ₸300,000Mobile appFor firms with retainers and long cases: case status, documents, chat, Kaspi payment. PWA or iOS and Android.
from ₸2,500,000CRM & automationEnquiries from WhatsApp and the website, consultations, case pipeline, template documents, deadline reminders, reports by practice.
from ₸350,000SEOPractice pages, answer articles reviewed by a lawyer, 2GIS and Google maps, Kazakh version. Results in 4–6 months.
from ₸200,000/moTargeted adsInstagram, Facebook and TikTok for mass practices, lawyers' expert videos, WhatsApp lead forms, lead qualification, cost per contract.
from ₸150,000/moSearch adsGoogle Ads and Яндекс Директ by practice and urgent queries, calls during working hours, negative keywords, call tracking, cost per contract.
from ₸150,000/moLegal services are bought rarely and under pressure. Clients cannot tell a good lawyer from a bad one, so they rely on indirect signals: a specialisation that matches their issue, a licence or bar membership, clear articles on the website, reviews on 2GIS and how quickly and to the point the firm replied on WhatsApp. A generic site promising 'all types of legal services' loses to a page that explains their exact situation.
The second feature is two very different audiences. Individuals come with one-off matters: divorce and alimony, real estate deals, personal bankruptcy, migration issues, road accidents. Businesses look for LLP and sole proprietor registration, contract work, tax disputes and retainer services. Channels, copy and lead economics differ, and mixing them in one campaign is expensive.
Below is what we do for law firms and attorney offices: each area has its own page with features, integrations and prices.
What law firms come to us with.
- Enquiries land on lawyers' personal WhatsApp and in Instagram Direct, with no shared database: when a lawyer leaves, clients and conversation history leave too.
- A business-card website listing 'all types of legal services' ranks for nothing and does not answer the client's question about the consultation fee.
- Ads bring plenty of people who want free advice or a template claim; lawyers spend hours on calls that never become contracts.
- Procedural deadlines, hearing dates and case tasks live in calendars and notebooks — one missed deadline costs more than any system.
- Reviews are rarely collected: satisfied clients do not want to say publicly that they divorced or went bankrupt, while the occasional negative one sits at the top.
- The managing partner cannot see which practice brings money, what a client from ads costs or how many consultations turned into contracts.
What matters specifically in Kazakhstan.
- Licence and ethics — attorneys are members of a bar association, legal consultants of a chamber of legal consultants; membership, specialisations and the public offer agreement should be on the site. Professional ethics rules forbid promising the outcome of a case, and we write ad copy with that in mind.
- 2GIS — for searches like 'lawyer near me' clients choose by the listing: opening hours, reviews and replies, office photos and a quick WhatsApp link.
- Kaspi — payment for consultations and service packages via Kaspi Pay or a Kaspi invoice; for long engagements (bankruptcy, disputes) staged payments work well.
- WhatsApp — the main channel for first contact; with the WhatsApp Business API enquiries go into the CRM rather than a lawyer's personal phone, and the client gets a consultation confirmation automatically.
- Two languages — court proceedings run in Kazakh and Russian, and clients in Astana, Shymkent and the south often search in Kazakh; practice pages and articles are needed in both languages.
- Personal data and confidentiality — the personal data law requires databases with data of Kazakhstan citizens to be stored on servers in Kazakhstan, and attorney-client privilege requires restricted access to cases; this shapes the choice of CRM and hosting.
The order in which the investment pays back.
- Practice pages — a website or landing pages for the 2–4 areas that bring most revenue: without them ads go to a generic home page and do not convert.
- CRM with a shared WhatsApp — all enquiries in one pipeline, consultations in the calendar, case deadlines with reminders. Usually cheaper than a month of advertising.
- Search ads on urgent queries — 'car accident lawyer', 'divorce lawyer almaty', 'personal bankruptcy': first enquiries in the first week.
- SEO on answer articles — the cheapest long-term flow; first results in 4–6 months.
- Targeted ads — for practices with clear mass demand (bankruptcy, migration, business registration) and for lawyers' expert content.
Two audiences — two different funnels.
Individuals look for a lawyer once in a lifetime and decide quickly. What works for them: search ads on urgent queries, articles breaking down their situation, a clear consultation fee and a WhatsApp reply within 10–15 minutes. The average ticket is lower, but there are many enquiries, and filtering out those who only want free advice matters.
Businesses take longer, compare firms and ask about the team, industry experience and engagement format. Here what matters more are pages for industry-specific tasks, a description of retainer services with plans, anonymised cases and repeated touchpoints. One such client may stay with the firm for years.
In our experience, when both audiences are merged into one campaign and one page, both lose: it is unclear for individuals and not serious enough for businesses. We separate them at the level of the website, ads and CRM pipelines.
Questions from law firms.
How much does a website for a law firm cost?
A landing page for one practice (bankruptcy, divorce, migration) costs ₸250,000–400,000; a firm website with practice pages, lawyers, articles and two languages costs ₸600,000–1,200,000. Details on the law firm website page.
Is it allowed to advertise legal services?
Yes, with limits: you cannot promise a guaranteed outcome or make misleading claims, and attorneys are also bound by professional ethics rules. We write ads around specialisation, experience and engagement format rather than promises to win in court.
What works better for lawyers: search ads or targeted ads?
Search ads in Google Ads and Яндекс Директ catch people whose problem has already arisen — the main channel for most practices. Targeted ads on Instagram work for mass topics with a clear price: personal bankruptcy, migration, LLP registration. Management starts at ₸150,000 per month per platform, ad budget separate.
Why a CRM if we track cases in Excel?
Excel will not remind you of an appeal deadline, collect WhatsApp enquiries or show how many consultations became contracts. A CRM does all of this and stays with the firm even if a lawyer leaves. More on CRM for law firms.
Does a law firm need a mobile app?
Usually not: consultations and payment via the website and WhatsApp do the job. An app or client portal makes sense for firms with business retainers and hundreds of active clients, or for your own legal-tech service.
Other industries
Running a legal practice? Describe your challenge — we'll tell you where to start and what it costs.
Tell us which practices bring most revenue, how many lawyers are on the team, where clients come from now and what hurts most: too few enquiries, irrelevant leads or chaos in cases. We'll reply with a plan and estimate within 1–2 business days.