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Law Firm Marketing Strategies That Turn Cold Prospects Into Hot Leads

There are 1,352,027 lawyers available throughout the country. Are you doing enough to make sure you stand out from the crowd? 

Without a strong law firm marketing strategy, you’re letting competing firms snatch up your clients. It’s time to step up! By learning how to market your law firm, you can stand out from the crowd and beat the competition.

Here are the 10 tips you need to succeed. With these marketing strategies for legal firms, you can boost your brand and start attracting more clients to your business.

Get your law firm’s marketing plan in order with these 10 strategies. 

1. Start with Your Website

When people are looking for a product, service, or assistance, they head online. In most cases, your law firm’s website is your first chance to make an impression with a prospective client. If your website is old, outdated, and falling apart, what will people think about your law firm?

Before utilizing the rest of these law firm marketing tips, you first need to get your website in order.

UX Design

Start by considering the latest user experience (UX) design trends. UX design prioritizes the user’s needs by providing them with a fast, convenient experience. A website that’s difficult to use and navigate, on the other hand, can cause you to lose prospective clients.

First, make sure your website loads quickly. You can use Google’s PageSpeed Insights to determine what’s slowing your website down. For example, you might need to remove an outdated plugin or start compressing images.

If your website is slow, it could cause visitors to bounce, which indicates they left your site without clicking around. A high bounce rate and low clickthrough rate will impact your ranking on search engines like Google. As a result, fewer people will find your law firm.

They’ll find your competitors instead. 

Next, make sure your website is optimized for smaller screens. Google uses mobile-first indexing when it determines rankings. If your website isn’t mobile-optimized, visitors will need to pinch and zoom on their phones to read and navigate your site.

That could cost you valuable leads.

Make sure your website is secure as well. Does “HTTPS” appear in front of your domain name? If not, it’s time to get an SSL certificate.

Google will also look at your security when determining your ranking. 

You can also improve your website by adding white space. Negative space will give your content room to breathe, making your text easier to read.

In addition to white space, you should also break your content into heads and bullet points. Organizing your content will encourage people to stick around. Higher dwell times will have a positive effect on your search rankings.

Make sure your site is easy to navigate. Click around and make a note of any issues you experience. You might need an experienced website designer or developer to make these sit improvements. 

2. Optimize for Search

If you want to attract more people to your law firm’s website, you need to start with search. Search engine optimization (SEO) is the number one driver of traffic to content websites. It even beats social media by over 300%.

Before you start optimizing your content, you’ll need to complete thorough customer and keyword research. 


Who are your ideal clients? What demographics do they fall under, including age, gender, marital status, and household income?

Are you targeting a specific location radius? Do you specialize in a specific niche?

The trick to a successful law firm marketing plan is to know who your customers are and what you need. Then, you can frame your website and content to appeal to their needs and interests. By focusing on what your clients need, you can draw them in using inbound marketing instead of old, costly outbound marketing tactics. 

If you offer multiple specialties, segment your target audience into smaller buyer personas. The more precise you make these personas, the more likely you’ll appeal to each audience group. 

Keyword Research

Next, you’ll want to determine what your clients are searching for when they’re online. For example, let’s say you specialize in auto accidents. Your clients might search “what to do after you’re in a car accident.”

Then, you can create a blog post with helpful tips. At the end of the blog post, you can suggest they contact an experienced lawyer to ensure they receive compensation. As a result, you’re appealing to the reader’s search intent and providing them with valuable information.

Google prioritizes content that matches what the user is searching for—their search intent. Otherwise, your content will fail to remain relevant or helpful to your readers.

There are multiple tools available to help you research the topics your audience searches for online, including:

  • Google Trends
  • Google Keyword Planner
  • Ahrefs
  • SEMRush

Make a list of topics you can cover within your content. Then, you’ll need to feature these keywords in the:

  • Title
  • URL
  • Opening and closing paragraphs
  • Body copy
  • Alt tags for images
  • A header

Make sure your content is helpful and informative. Show your clients that you’re knowledgeable and eager to help. 

3. Partner Up with PPC

Pay-per-click (PPC) advertising allows you to display digital ads based on the keywords your target audience searches for online. You can also target your audience based on their behaviors, demographics, and location. 

PPC advertising works similarly to SEO by displaying ads as people are searching online. These ads will display above the SEO organic results. 

Utilizing both SEO and PPC will help improve your brand awareness. As more people recognize your law firm by name, you’ll build brand recognition. In time, people will immediately associate your firm’s name with legal services. 

You can increase brand awareness by up to 80% using Google paid ads. Paid advertising also returns $2 for every $1 you spend. That 200% return on investment rate can help you build your law firm one ad at a time.

You can use Google Ads, Facebook and Instagram advertising, or LinkedIn to create PPC ads.

First, determine which platform your target audience uses most. Then, target your audience based on their location, language, age, household income, and other details.

You’ll gain more clicks on your ads if they’re precise. Try using single keyword ad groups (SKAGS). SKAGs allow you to focus on one keyword per ad group, which can improve your quality score.

A higher quality score will help you rank higher on search pages. The higher you rank, the more likely you’ll attract clicks. With each website visitors, you have a chance to convert a new client!

Make sure to keep a list of negative keywords. Read through your search queries at least once a week. If the search doesn’t match your business, add it as a negative. 

Adding negatives will limit wasteful clicks, which can improve your ROI.

4. Make Sure You’re Going Local

Nearly one-third of all mobile searches are related to location. If you want to attract a local audience of potential clients, focus on your local SEO strategy.

First, update your Google My Business listing. This listing appears on Google SERPs and displays your name, phone number, address, and website.

Next, ask happy clients to post their reviews on your listing. You can add these reviews to your website, too. Happy reviews will work as social proof, which can encourage prospective clients to trust and contact you.

Make sure the contact information on your Google My Business listing matches the information on your website. Update any other online directories, including any legal directories, too. 

Successful marketing for legal firms will make it easier for clients to find and contact you online. If your contact information is incorrect, they’ll call someone else. 

You can also strengthen your local SEO by creating location-based pages on your website.

Improving your local SEO strategy will help you attract more prospective clients to your practice. As a result, you can ensure your law firm marketing strategy generates results, improving your ROI.  

5. Consider Your Content

It’s not enough to post randomly on your blog and hope it attracts readers. Your competitors are already posting content online. Marketing a law firm successfully requires you to differentiate yourself from the competition. 

What valuable information can you provide that your competitors can’t? What’s your unique value proposition? For example, maybe your law firm has over 100 years of collective experience.

Then, show that experience and expertise within your content. 

Try adding data, research, and shareable ideas within your posts. Add external links that send readers to other relevant resources in the industry. These external links will tell Google your information is valuable and accurate, which can help boost your rankings.

Mix up your content marketing strategy, too. Try blog posts, ebooks, infographics, and quizzes. Interactive content, including quizzes and polls, can increase the dwell time and clickthrough rate on your website. 

Don’t forget to add videos, too. By 2022, video content will account for 80% of all web traffic online. You can create a vlog series and post it to your blog to attract visitors. 

You can even turn your content into a lead generation opportunity. Encourage website visitors to fill out a form with their name and email.

Then, offer them an exclusive ebook in exchange.

You can discover more attorney lead generation strategies here.

6. Add Email Marketing


You can also use email lead generation campaigns to keep subscribers up-to-date regarding your law firms.

First, make sure to segment your subscribers. The more precise your groups, the more likely you’ll provide them with information that appeals to their needs. For example, let’s say someone subscribed from the medical malpractice page on your website.

You can send these subscribers information that’s relevant to medical malpractice pages.

Make sure to automate your email marketing by using a drip campaign. Drip campaigns will free up your time, allowing you to focus on your clients. 

You can also use email to offer your readers with free tools. For example, you might have a free white paper for them to read. Finish these emails off with a strong call-to-action that encourages readers to perform a specific task (such as call you). 

Email marketing will keep readers informed and keep you top-of-mind the next time they need legal representation. 

7. Automate Everywhere

Once you start putting these marketing for legal firms practices into place, automate repetitive tasks. In addition to automating your email marketing campaigns, you can also automate:

  • Live chats
  • Contact form submissions
  • Text messages
  • Call tracking
  • PPC campaigns

Remove these tasks from your plate and focus on your clients instead. Make sure to review the results from these automated tasks. For example, you’ll need to review your PPC campaigns regularly to make sure you’re not going over budget. 

8. Stay Social

Use your law firm marketing plan as an opportunity to connect with past, present, and future clients. One of the best ways to connect and generate two-way conversations is to head to social media. 

First, determine which platforms your clients are using the most. For example, if you target working parents often, you’ll want to head to Facebook. If your clients are business professionals, spend more time on LinkedIn.

You’ll need a separate social media marketing plan for each platform. Facebook usually feels more fun and formal. LinkedIn, on the other hand, requires a more professional tone and voice. 

Once you build out your accounts, post content! Mentioned your successes and accomplishments as a firm. Highlight some of the attorneys on your team by creating human interest pieces. 

You can also use social media to promote your website content, which will help you attract more traffic. 

By using social media, you can stay top-of-mind and generate more leads.

9. Analyze Everything

Once you start marketing a law firm, make sure to review your results. Which SEO-optimized blog posts attract the most traffic? Which PPC campaigns are costing the most money?

Evaluate your results to determine which strategies are working best. That way, you can make informed decisions in the future. 

10. Optimize

Once you start analyzing the data, you’ll need to make improvements. For example, you might want to update old blog post content to reflect the latest SEO trends. You might also need to abandon certain PPC campaigns if the ROI isn’t high enough.

Optimizing your marketing efforts will help you avoid wasted costs while improving your returns. 

Get Your Marketing in Order: 10 Law Firm Marketing Tips for Success

Ready to get your marketing strategy in order? With these 10 law firm marketing tips, you can stand out from the competition. Start attracting new clients and boosting your business with these 10 tips!

Looking for more tips? Explore the Lifestyle section of the blog today.