One important thing to look for in a lawyer internet marketing company is that the company realizes that what works in one region of the US does not necessarily work in all of them.
For example, in some parts of the US, Yahoo is used more than Google (hard to believe, I know). Some US searchers in one part of the country use the word “lawyer” more than “attorney”. Some terms, such as DUI or DWI, vary state to state. Now, while your marketing company may not have clients everywhere (which is good for you since the company doesn’t focus on your competitors), the company has to have the ability to adjust your campaign to allow for these differences.
Whether you are doing PPC campaigns, optimization, or print campaigns, your marketing needs to flexibility to adjust with the consumer needs and searches.