A Complete Guide to Law Firm Marketing

SEO, Creative, Legal & Law Firms, Strategy

Throughout your legal career, you’ve trained in the legal aspects of the job: the right way to give an opinion, how to structure a contract, how to get results with negotiation, etc.

But what about your law firm marketing strategy? How do you get clients? What about the business side of things?

As a lawyer, you need to learn the basics of marketing. It’s not just about getting clients. It’s about attracting more people from different areas of law and different demographics so that when someone needs help with their legal problems, they think of you first.

The Basics of a Law Firm Marketing Strategy

When you’re starting out in business, marketing can seem daunting. It’s easy to think of all the things you need to do before you can even think about pitching your product or service. But the first principle is simple: You need to know to whom you are marketing.

That means:

  • Learning how to market yourself.
  • Making sure that people know about your services.
  • And standing out from your competition.

Developing a marketing strategy for your law firm means identifying your target market, developing a marketing plan, and implementing it. To do this, you’ll want to focus on three main areas:

  1. Finding your target audience.
  2. Crafting a message that resonates with them.
  3. Getting that message in front of them — repeatedly.

A good marketing strategy will help you stand out from all the other law firms that are competing for clients in your area. It also helps to get very specific about what you’re trying to accomplish.

Identify Goals and Key Performance Indicators

In order to create a cohesive marketing strategy, you need to start by identifying your goals and key performance indicators (KPIs). KPIs are the benchmarks used to measure the success of your marketing efforts. They can be anything from “number of potential clients who attended my webinar” to “percentage of blog posts that were read all the way through.”

The trick is to choose KPIs that are specific and measurable. That way, it’s easier for you to tell if they’re working. This is a matter of identifying the right KPIs and tracking them accordingly. You can then adjust your strategy as needed.

Use a CRM

CRM stands for customer relationship management. It is a software solution that enables businesses to store and manage information about their clients. A CRM can track leads, prospects, clients, and contacts in one central location.

Use it to manage your customer relationships, including information about their preferences, purchases, and more. It helps you organize this data by customer type so that you can easily identify the best way to reach out to each client.

Know Your Competitors

When you’re looking to grow your law firm, one of the first things you need to do is to determine who your competition is and what their strengths are. That way, you can decide how to differentiate yourself from them and position yourself as the best choice for your own clients.

You’ll want to start by finding out:

  • Who they are.
  • What they do well.
  • How they market themselves.
  • Whether there’s anything that makes them a more attractive option than you.

Use this information to identify the strengths and weaknesses of your competitors as well as any opportunities for your own improvement.

Focus on Branding

Branding is an often neglected piece of the marketing puzzle, but it’s vital to a successful strategy. Decide on the niche that will appeal most strongly to your ideal clients. Make sure that every piece of content you produce reflects this clearly.

The Key Pieces of Successful Strategy

Every aspect of law firm marketing has to lead toward one goal — building awareness and generating leads for your law firm. This is the only way to ensure that your firm is getting the most out of its marketing budget, and it’s also the only way for you to ensure that new clients will come in through the door.

But it begins with the budget.


Before you start marketing, understand what you can afford and then plan your budget accordingly. If you don’t, you may end up spending too much on advertising or not enough on the other aspects of your marketing.

You should also consider how much time and effort you’re willing to put into your marketing efforts before starting a campaign. If you don’t have the time or energy to dedicate to this task, it’s probably best to hire an agency that specializes in law firm marketing.

Be realistic about what your firm can afford, and don’t get caught up in the excitement of running a marketing campaign. Consider also the return on investment (ROI) that you want your marketing to provide.

Search Engine Optimization (SEO)

SEO is an excellent way to build traffic to your website and get potential new clients interested in your services. Good SEO is more than just posting articles on blogs or social media. SEO for lawyers is about understanding how search engines work and how they rank websites. .

Link Building (Backlinks)

Link building for law firms is one of the most important aspects of your marketing strategy. It helps establish trust and authority in your niche, which leads to more traffic, leads, and sales.

In short, link building means getting other websites to link to your website. You do that by creating content that other people want to share on their own sites. Doing so correctly builds authority and thought leadership, which makes others want to link to your site.

On-Site Optimization

One of the most important pieces of a successful marketing strategy for your law firm is on-site optimization. An optimized optimized website is designed and developed in a way that makes it more likely to appear on the first page of a search engine when someone searches for something related to your business.

There are many ways to go about this, but the most important thing is to understand what Google wants from you. That boils down to:

  1. Content relevance
  2. User experience (UX)
  3. Backlinks (links from other websites pointing back at yours)

And more. It’s more than SEO. It’s about creating an overall user experience. It’s about making sure that your site looks good, works well on different devices (including mobile), and contains content that helps potential clients understand what it is you do and why they should hire you.

Citations and Local SEO

One of the best ways to get found online is through local SEO. This means that you want to make sure that when people search for attorneys in your area, yours comes up first.

Data aggregators collect information about your business and include it on their site. You can use this information to help you get more clients by showing how you are a trusted resource in your community and area.

Content Creation

Blog posts, articles, and videos are all great ways to get people interested in what you have to say. If you’re not sure where to start, look at some of the other successful lawyers in your area — what do they write about? How do they make their content relatable?

Create Educational Videos

Video marketing for lawyers is a powerful way to build your brand and attract new clients. It’s also a great way to showcase your personality, which is important because people want to know who they’re hiring.

It helps to establish your credibility, letting people know they can trust you with their cases.

Using a FAQ

Having a frequently asked questions (FAQ) page on your site is a great way to help your clients find the information they’re seeking. The FAQ page should include answers to common questions that clients have when they first look for an attorney. These questions can include what kinds of cases you handle, how much it costs to hire an attorney, and what kind of payment options are available.

It’s about simplifying the client experience.

Optimize Your Google My Business Profile

You should optimize your Google My Business profile for both your law firm’s primary location and each location where it operates. That makes it easy for people who search for you to find your business information, including customer reviews, photos, and directions to your office.

Running Paid Search Ads

Pay-per-click (PPC) advertising is one of the most effective ways to get new clients. 

A good ad campaign demands:

  • A clear, concise message.
  • A compelling offer.
  • Targeted keywords that match your target audience’s needs and desires.
  • An eye-catching design that will make people take action.

Hiring a marketing team that knows what they’re doing can help ensure each aspect of your PPC ad meets these criteria.

Use Number Tracking and Call Logs

Dynamic number tracking allows you to make sure that every phone call leads back to a specific source — whether it’s a Google ad or an article written about your firm on LinkedIn. This is crucial for building up a successful online presence that drives positive results for your business.

Improving Your Website Design

Your website is one of the most important tools in your arsenal when it comes time for potential clients or customers to find out more about what your law firm offers them. A good design can draw clients in and help them see why you’re different from other firms out there.


Seems like a handful? It can be. But remember that one of the best ways to market your law firm is to provide added value to your clients. If you can provide authenticity and results, you’ll have no trouble attracting new clients and keeping the ones you already have.

Marketing Glossary

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