“Most of our matters come by referral. We don't know who sends them.”
Add one intake question: "How did you hear of us?" In three months you will see which clients, CAs (chartered accountants) and lawyers send work.
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Industry · Professional services · Law firms
Digital marketingfor law firms
Since 201565+ in-house team6 cities
Clients choose a lawyer on trust. We help them find you, check you and call you, inside the Bar Council's rules.
A strategist calls you in one working day.
/ 01 Digital marketing for law firms
The rules close some doors.The ones left open are enough.
Under Bar Council rules an advocate cannot ask for work, so a firm grows on trust and clear facts. PromotEdge helps law firms and advocates keep their facts right online.
We help your partners write and speak within the Bar Council of India's rules, and we count the enquiries that follow. So more people with a real legal need choose your firm.
Rule 36 of the Bar Council of India (BCI) Rules says an advocate shall not solicit work or advertise, "either directly or indirectly". SEO for law firms covers the website schedule line by line. This is general guidance, not legal advice.
Our job is to impress your clients, not you. So we start from your intake register. See also professional services marketing.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 Services
Services forlaw firms.
SEO for law firms
Be found for the legal problem people search.
GoogleA website within the schedule
A plain phone site with each lawyer's approved details.
Google and directory listings
The same correct facts on every listing.
Google Business ProfileGoogleLegal explainers
Dated articles your partners approve.
Talks and bylined articles
Partner talks and columns that teach the law.
LinkedIn for partners
Factual profiles and posts on new judgments.
LinkedInIntake register and CRM
One record of every enquiry, read out monthly.
Brand strategy and positioning
A clear firm identity, without claims the rules forbid.
/ 03 Checklist
Brand basics checklist
Tick what you already have. The rest is where we can help.
The basics
11 items
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailyourname.com and name@yourname.com, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For law firms
6 items
- Website details within the Rule 36 scheduleBCI Rules, Rule 36: details beyond the schedule are deemed a violation.
- A sign-board and stationery that claim no specialismBCI Rules, Rule 36: no claim of specialising in one type of work.
- An engagement letter with the fee basisBCI Rules, Rule 20: no fee contingent on the result of litigation.
- A Google profile in the firm's real nameGoogle: the name should reflect your business's real-world name.
- An intake register with a source for each matterGood practice: date, source, area of law and outcome.
- Dated explainers marked as general informationGood practice. Your partners decide what to publish.
/ 04 Order to start
Four things a firm can do well,and where each one stops.
| What you can do | How we help | Where the line is |
|---|---|---|
| 1. Website and listings | A fast, plain site with each lawyer's approved details, and matching facts on Google. | Rule 36 allows only the schedule's details. No specialist labels or case wins. Ask your partners before paying for a featured slot. |
| 2. Explainers on legal questions | Plain, dated articles on questions people search, approved by your partners. | Rule 36 does not mention general explainers, so it is your partners' call. |
| 3. Talks and articles and LinkedIn | Talks, bylined articles and posts that explain new judgments. | Rule 51 allows lecturing and writing within the advertising rules. Teach the law, never the firm. |
| 4. Referrals and client service | A short list of CAs and other lawyers who send you work, and a CRM that shows who is waiting. | No referral fees and no bought leads. |
Start with correct facts, the intake question and one partner writing or speaking. After 90 days we read the intake sheet together.
The rules close some doors, and a court case may decide how far they reach online. Your partners decide what goes live.
Law firm marketing in depth
The rule that matters
In July 2026 the Supreme Court issued notice on a public interest petition. It asks for strict enforcement of Rule 36 against advocates who use social media for promotion. It also asks for a code of digital conduct. The notice was returnable on 15 September. It is not a ruling, so check the current position.
Source: LiveLaw, Supreme Court notice on the plea about advocates' social media ads, 14 Jul 2026 (https://www.livelaw.in/amp/top-stories/supreme-court-seeks-bci-response-on-plea-to-regulate-advocates-use-of-social-media-for-advertising-and-solicitation-541232). BCI Rules, Part VI, Chapter II, Rule 36 (BCI's own PDF, opened from https://www.barcouncilofindia.org/info/bar-counci-g36acc)
How buyers decide
Our view: a person with a legal problem asks someone they trust first. That may be a family member, a CA or another lawyer. Then they look the firm up and check the facts. They drop out when nothing matches, when nobody calls back, or when the firm sounds like it is selling.
What you can do, and what is not ours
You can add the intake question today and keep your listings correct. Let partners speak and write on the law. We cannot decide what the Bar Council's rules allow, win your matters or promise enquiries. Your managing partner decides, and you can ask the BCI about anything unclear.
How we would deliver, and why each step
We begin with the intake question, because we cannot improve what we cannot count. Then we fix website facts and listings, because people check them after a referral. Then we draft one partner's writing or talk, which your partners approve. After 90 days we read the intake sheet together and keep what works.
Bodies to know
Bar Council of India: lays down standards of professional conduct and etiquette for advocates.
ASCI: the Advertising Standards Council of India, an independent, voluntary self-regulatory body. Rule 36 is written for advocates, so a legal-tech company that is not a practice looks to general ad rules.
Source: Advocates Act, 1961, section 7(b), as shown on the Karnataka State Bar Council site (https://ksbc.org.in/advo_act4.php), read 10 Oct 2026. ASCI, home page (https://www.ascionline.in/), read 10 Oct 2026
Wondering what your partners could write or speak about? Let's sketch the first topic. Sketch a topic
/ 05 What usually gets in the way
What gets in the wayand the way through.
“An agency wants to run "best lawyer in the city" ads for us.”
Say no: Rule 36 bars advocates from advertising. Calling yourself the best is as loud as an ad gets.
“Our partners are known in court, but hardly outside it.”
Put them on stage and in print. Rule 51 lets advocates lecture, teach and write, so partners explain the law, never their cases.
“A happy client offered a review. Can we put it on our site?”
Keep praise off your site and posts. Reviews are not on the rules' list of website details.
“Calls reach reception and nobody knows who called back.”
Use one intake register in a simple CRM (customer relationship management: one record per enquiry).
Not sure where your matters come from? Let's set up the intake question together. Start with intake
/ 06 Cost
What affects the cost of marketing a law firm.
We don't publish a price list. After a 30-minute strategist call, a written quote follows within 2 working days.
What affects the cost
- Your website today. A sound site needs far less set-up.
- Review rounds. Lawyers check every word.
How we quote
- We talk about your practice and partners
- We check your website and listings
- A written quote follows within 2 working days. You approve it first
What you get in the quote
- Publish and don't-publish list, signed by your managing partner
- The intake sheet and monthly enquiry report
How it is billed
| Way of working | When it fits |
|---|---|
| Set-up project | Timeline confirmed in the quote |
| Monthly retainer | Minimum 3 months, 30 days' notice to stop |
Many firms start with just the website facts.
/ 07 Rules that shape the marketing
What an advocate may do, and what an advocate must not
Your partners have the final word.
Rule 36: no soliciting, no advertising. It names circulars, advertisements, touts and newspaper comments about your cases. A 2008 proviso allows only the BCI's schedule of website details.
Rule 51: talks and writing. Advocates may lecture, teach, write and broadcast, subject to the rules against advertising.
Fees and referrals. Chapter III, Rule 2 bars sharing remuneration with a non-advocate. We read this, with Rule 36's touts, as no paid referrals.
Online promotion. SCC Online reports BCI directions to State Bar Councils on portal solicitation (July 2024). It also reports a warning on social media and influencer promotion (March 2025).
General guidance, not legal advice.
/ 08 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
We can't do magic alone. The more involved you are, the faster you see results.
Keep exploring
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Goes well with
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
What people say
In their own words
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikMarketing Executive at Unimark Group“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL Group
Running a law firm or an advocate's practice?
Tell us where your matters come from.We'll show you what to strengthen first.
Straight answers.
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Yes, within limits. Rule 36 of the Bar Council of India Rules bars advocates from soliciting work or advertising. What stays open is a website with approved details, correct listings and good client service. Talks and writing on the law stay open too. General guidance, not legal advice.
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Rule 51 of the BCI Rules lets advocates lecture, teach and write, subject to the rules against advertising. The rules don't name LinkedIn. In our reading, a post or talk that explains the law stays on the right side. One that asks for work does not. General guidance, not legal advice.
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Count people, not clicks. Each month, take three numbers from your intake sheet: enquiries, enquiries that fit your practice, and matters taken on. Visits and likes come last. If an article draws readers but no matters, we tell you and drop it.
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Correct facts and listings help within weeks, mostly by turning referrals into calls. Articles and talks take longer, because trust in a lawyer builds slowly. SEO results usually come in 3 to 6 months. We confirm the timeline in the quote.
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Our servicing team is based in cities across India, so we work with firms everywhere. Most work runs online, and we meet you in your city at least once every three months. Some clients have one of our team working from their office.