Most law firms don't have unlimited resources to devote to their marketing. If you're one of them, then you're trying to find a successful Web marketing solution that fits within your budget. Depending upon your goals, that may or may not be possible.

Internet marketing is a "you get what you pay for" world. The cheaper solutions will mean inexperienced or unreliable people working for you. Or they may do decent work on the front end, but have no follow-through or the follow-through costs extra. More costly solutions typically mean more specialized experience and more reliable service, but even that isn't always true.

So, the first step toward finding an "affordable" Web marketing company is to establish your goals and priorities. What can you feasibly spend, and what do you define as a successful Web marketing campaign. If it's simply to launch a basic website, then you can definitely achieve that goal within your budget. If your goal is to be number one on Google for "New York Injury Lawyer", and you only have $100 per month to spend, then your goal is unrealistic, and you might as well go out to a nice dinner with that money.

In most cases, you want to find a happy medium solution. Accept the fact that Web marketing, at least in metropolitan areas of any sizeable population, is not going to be cheap. But it is "affordable" if it will generate a return on investment. This is critical. Do your shopping and identify firms that not only build a website, or offer basic optimization, but also offer monthly follow-through to do the hard work that will generate results. Ask for examples of their work as well as references. Compare apples-to-apples, and if one firm does not offer a service that another does, take them to task and ask them why not.

In the end, it all comes down to trust, and it may not work out the first go-round. This is not uncommon, and is an unfortunate reality of the industry. That's why it's also important to get some sort of guarantee in writing that the campaign will generate some kind of results. You probably won't be able to get someone to guarantee cases, but they should be able to guarantee search results. Read the fine print, but know that if they offer a guarantee, they're probably more dedicated to the long haul than other companies.