A law firm does not buy visibility the way a shop buys a billboard. Matters are high value, trust builds slowly, professional conduct rules shape how you present yourself, and a single commercial client can make a partner's year. So when you sit down to choose between Presence, Momentum, Flood or an exclusive plan, the right question is not which one is cheapest. It is which one matches the position you want the firm to hold.
This guide helps you decide on three things you already know better than anyone: the size of your practice, where you want it to be in two or three years, and how competitive your practice areas are.
What every plan shares
All the plans aim at the same outcome: your firm appears when a prospective client searches for a lawyer in your field and city, on Google and in the answers of AI assistants. Every engagement starts with a Visibility Audit at $750, delivered within 48 business hours and fully credited against the setup if you start within 30 days. Every plan then involves a one-off setup at $1,650, a 12-month commitment, a measured review at 3 months, a dated report every week and results you can check in your own Search Console.
What differs is the intensity of the work and the role each seat plays in your sector. Kolonell offers only 3 standard seats per sector and area, each with its own positioning.
The five plans, read by a managing partner
| Plan | Per month | Best suited to |
|---|---|---|
| Presence | $1,200 | Sole practitioners and small firms that want steady baseline visibility |
| Momentum | $2,100 | Growing firms of a few partners, and the most common choice |
| Flood | $3,850 | Established firms targeting several practice areas |
| Momentum Exclusive | $4,250 | Firms that want to lock the sector at a growth pace |
| Flood Exclusive | $6,450 | Firms that want to lock the sector at full intensity |
Presence: be found when people look
Presence suits a sole practitioner, a two-lawyer boutique, or a well-established practice whose diary is already reasonably full. The goal is straightforward: someone searching for a family lawyer or an employment specialist finds your name and a credible profile instead of a gap. Year one comes to $16,050 including the setup.
Momentum: grow the client base
Momentum is the growth seat and the plan most firms choose. It fits a practice of two to five lawyers that wants more enquiries from business owners, individuals or overseas clients in one or two core areas: commercial, employment, debt recovery, disputes. Year one is $26,850, which is $1,650 plus 12 payments of $2,100.
Flood: own the ground
Flood is the intensive seat. It is built for a firm covering several practice areas, acting for companies, and wanting to be the name that comes up when someone looks for a business law firm in its city. Year one is $47,850. That makes sense when one new corporate client is worth a substantial retainer over several years.
Exclusive plans: no competing firm in your sector
Momentum Exclusive and Flood Exclusive lock the vertical: no other law firm can take a seat in your area for the length of your commitment. The option only exists while the sector is empty. As soon as a first standard seat is signed, exclusivity is withdrawn. Our guide to limited seats per sector explains how that works.
Three questions that settle it
- How many new matters can you take on? A two-partner firm already at capacity does not need Flood; it will gain more by choosing better clients through Momentum. A firm that has just hired associates and needs to fill their time should aim higher.
- What is a client worth to you? Run the numbers on a typical matter and on a typical corporate relationship over a few years. The higher that value, the faster a more intensive plan pays for itself. The calculator on the offer page does the arithmetic with your own figures.
- Are rival firms already visible? If several firms in your city already show up for your practice area, a baseline plan may leave you trailing. If nobody holds the ground yet, exclusivity is still on the table and may be worth paying for.
For the wider budgeting question, our guide on setting a visibility budget for a law firm picks up where this one ends.
Mistakes partners often make
The first is choosing the cheapest plan out of caution, then deciding after two months that nothing is happening. Visibility builds over time, which is why there is a 12-month commitment and a review at 3 months. The second is picking an intensive plan without the capacity to respond: a prospect who waits three days for a call-back simply instructs another firm. The third is waiting until a competitor signs before deciding, which is exactly the moment exclusivity disappears.
Keep your regulator's rules in mind too. Traffic Engine works on how your firm is found and presented; it does not make promises about outcomes or cold-approach anyone. The guarantee covers what Kolonell controls: what your plan includes goes live on schedule, or the following month is free. No honest provider can guarantee what Google or an AI decides.
Deciding with confidence
If you are torn between two plans, that is what the Visibility Audit is for. It shows how your firm appears today, how you compare with other firms in your city and what potential exists in your practice areas. You then choose with evidence in hand, and the audit is credited against the setup if you start within 30 days. Review the offer and check whether a seat is still open in your sector.