Short answer: be findable for the specific matter and the specific area, make the first contact feel low-risk, and build a presence you own rather than renting clicks that stop the day you stop paying.
Legal keywords are the most expensive in search. A single click on some practice-area terms costs more than a month of a directory listing. That is fine for a firm with a large budget, but it is rented demand: the pipeline stops the day the card stops.
Specificity wins. "Lawyer in Jacksonville" is a bidding war. "Estate planning attorney in Mandarin" or "family law near San Marco" is a search you can actually win, and the person searching it is far closer to instructing someone.
Lower the barrier to the first contact. Free consultation, clear practice areas, what to bring, how billing works. People delay calling a lawyer because they do not know what happens next. Answer that on the listing.
Trust signals do the heavy lifting. Bar admission, years practising, areas of focus, and reviews from local clients.
Where the plans fit. Most firms sit on Professional Services, which is built for practices that live on lead flow. Multi-partner firms and those with several offices across the 904 take Corporate for multiple locations and premium placement. See current plan prices.
A note on ethics: everything above is about being findable and being clear. Nothing here asks you to promise outcomes, and your bar rules still govern what you can say.