This is a complete guide to law firm marketing. 

There is firm competition in the legal industry so it is getting increasingly difficult to acquire new clients, generate high-quality leads, and promote your law firm online. 

The good news is that it isn’t difficult to get new clients for your law firm. With the right law firm marketing strategies and marketing channels, you can grow your legal practice. 

Let’s kick off this guide with the basics.

Specifically, I would define what law firm marketing is and why law firms need marketing.

Let’s dive in

What Is Law Firm Marketing?

Law firm marketing involves the strategies you use to get potential clients to hire your firm to handle legal issues. These marketing strategies can include a variety of channels from internet marketing, offline advertisements, professional networking, lawyer referral services, etc. 

Why Do Law Firms Need Marketing?

The legal market is saturated. According to the American Bar Association, there were 47,563 law firms serving the US in 2020. To run a successful law firm and keep up with your competitors, you would need to be an expert in legal marketing among other things.

Legal marketing is one of the best investments any law firm can have. With a well-detailed marketing plan, you can locate your target audience, reach out to them, and attract quality clients to your law practice. 

A successful legal marketing plan with creative marketing ideas would help you stand out from your competitors and also make it easy for clients to find you.  

If you want to meet the business goals you have set for your practice, then you should create a marketing strategy for your law firm. 

When creating your business plan for your law firm, you would need a solid marketing strategy. We’ll help you get you started with that in the rest of the article.


Turn Your Law Firm’s Website Into A Lead Gen Funnel

In 2020, the majority of your target audience is online. 

As of April 2020, there were 4.57 billion active people online. And on average, these individuals spend up to 6 hours and 42 minutes online each day (Source); With Google, Facebook, YouTube, and Baidu dominating most of their time. 

Where do you think most people go to when they are looking for a law attorney? 

The majority of people go to Google to ask questions and make research. When you search for “divorce law attorney California”, over 32 million results would show up in the search results. 

Law attorney california

Your prospective clients would be making research online and the fastest way for them to find you is through your company’s website. 

(If you haven’t created a website for your law firm yet, then you are missing out on a lot of potential leads. Learn how to create a website in this article.)

Since the majority of your clients would be making researches online, it means that your firm’s website might be your most valuable marketing channel. 

After creating your website, they are a couple of steps you would have to take to give you an edge over your competition. 

Make Sure Your Website Is Fast

A slow website is bad for business. People love fast websites.

In fact, most people expect a site to load in less than 2 seconds. Anything more than that and you would notice a very high bounce rate on your site. 

Average speed index

Google also confirms that site speed is a ranking factor. So, if you want to rank above your competitor’s website for multiple keywords, you have to speed up your website. 

How can you determine the speed of your website?

The best tool to do this is GTMetrix. When you plug in your URL, you see how long your site takes to load along with a list of recommendations on how to improve it. 

(I have also written two in-depth guides on how to increase your website’s performance. The first one is a complete guide on increasing the performance of your website. The second one is on increasing the speed of your website without plugins)

PS: If you aren’t interested in optimizing your website on your own, these are the best WordPress speed optimization services you can use. 

Make Your Website Mobile Friendly

The majority of people are using their mobile phones to go on the internet and make research today. 

In 2019 alone, there were 3,986 million mobile internet users. Around 90% of internet users use mobile with China, India, and the US leading the way. 

These stats show that it is important that your law firm’s website site is optimized for mobile phones. You can head over to Google’s Mobile-Friendly Test to see if your legal website is properly optimized. 

Mobile friendly test

When clients do not have a good experience when they land on your site, they are more likely to exit the page. Not only would you be driving potential clients away, but you would also be hurting your ranking on Google search engines.

When Google notices that a website has a high bounce rate, they assume that the content on the page is not valuable to the readers. So, they push the website further down the search result pages. 

These are some simple changes you can do to make your website mobile-friendly

  • Make your website responsive
  • Make information people look for easy to find
  • Don’t build your website with flash. Neither iOS or Android supports it
  • Make your button sizes large enough to work on mobile 
Button sizes
  • Use large font sizes
  • Compress your images and CSS
  • Allow an easy way to switch to desktop view
  • Regularly perform mobile testing

Optimize Your Website For User Experience

75% of customers say that they judge the credibility of a company based on their website’s design. The first impression you make on a client matters a lot. 

User experience law firm marketing

If your website is UX optimized, it provides value to the user without them even noticing. According to research, improving user experience is one of the top priorities of businesses (this includes your law firm).

While the content of your website is important, you need to design your website in a way that it is easy to find this information. 

A site that is responsive, easy to navigate, and offers a rewarding user experience would attract return users. However, if your site is difficult to use or unappealing, you would notice a reduction in traffic and conversions. 

These are some steps you can take to optimize your website’s user experience

  • Simplify your design
  • Add interactive content like videos, games, quizzes, and calculators
  • Choose the right colors (Read this guide on color psychology)
  • Minimize sign up form boxes
  • Keep animation simple
  • Personalize user experience by offering content recommendations
  • Optimize your website for mobile 
  • Show social proof
  • Unclutter the navigation bar
  • Avoid 404 errors

Content Marketing And SEO For Lawyers

When making your law firm marketing strategy, there are two factors that would be considered.

  1. Majority of law firms do business locally (Unless you are a huge legal conglomerate that requires international marketing)
  2. Most attorneys provide need-based services. 

What does this mean for your firm?

The best marketing plan you can use in getting new clients is through search engine optimization (SEO and content marketing)

Search engine optimization is the process you would take to help your website rank higher in search engines like Google, Bing, and Yahoo. With SEO, you can begin to rank on SERPs for different keywords related to your business. 

(SERPs – Search Engine Result Pages)

Your goal should be to appear on the first page of Google for any keyword you are targeting. In fact, research from backlinko shows that the top 3 Google search results get 75.1% of all clicks.

So, it is not enough for your legal website to rank on the first page of Google. If you want to see significant results, you need to show up in the first 3 search results. 

What Is Attorney SEO?

According to, “Attorney Search Engine Optimization (SEO) involves strategies, techniques, and tactics that help attract more prospective clients to a law firm’s website by obtaining first-page ranking positions in search engines (such as Google, Bing, or Yahoo).”

Why Is Law Firm SEO Important?

The way your potential clients are researching for law firms has changed. Search has become the primary channel that people use in making research today. In fact, there are 3.5 billion searches per day and 1.2 trillion searches per year worldwide on Google. 

So, if you run a law firm and want to get new clients, most of your success lies in being found in Google search. 

According to the National Law Review, 96% of people make use of search engines to seek legal advice and 74% of them visit a law firm’s website before taking an action. 

The reality today is that prospective clients use organic search to look for law firms to work with. 

These are some factors you can focus on for attorney SEO:

  • Add schema for attorneys to your website code. 
  • Optimize your website pages for legal-related keywords like car accident lawyer or legal advice for athletes.
  • Add relevant keywords in titles, images, and meta tags
  • Add keyword-rich descriptions to your images

Keyword Research For Attorney

Keyword research for attorney is manually identifying those terms and queries that people are using in Google search. 

It is important that you use a keyword that is related to the service that you offer. For example, if you are a personal injury lawyer, you can target queries related to your service such as “hire a car accident attorney” or “what to do after a car accident”?)

A criminal defense law firm would target queries like ” hire a DUI attorney” or “how to take a field sobriety test”. 

How to Find Keyword And Keyword Research Tools

Manual Competitor Analysis

One of the fastest ways to get started with keyword research is to look at what your competitors are doing and model yours after them. Look at your competitor’s pages and blogs to see the keyword they are targeting. 


Avoo is a leading legal directory. The directory has a Q&A section where prospective clients can ask questions. You can go through this directory to find a list of trends and keywords you can write on. This legal directory is like a bank of keywords you can write on. 

Law firm marketing directory

 “People Also Ask”/”Searches Related To”

You can use google to find a pool of similar keywords you can target. For example, if you search for ” hire an accident lawyer”, these are the results you get:

At the bottom of the page, you would find the searches related to that term.

Google Trends

Google Trends is a tool that you can use to identify the current trends and keywords that interests your consumer. You can see the demand for a keyword over time. 

Answer The Public

Answer The Public helps you to generate hundreds of possible variations for a particular keyword. It uses interrogations such as who, what, when, where, why) and prepositions (for, of, with, etc.) to generate multiple phrases in a visually interesting way. 

Google Analytics

Google Analytics is a free tool you can use in keyword research. You can get keyword data reports in Acquisition>Search Console>Queries. 

SEMRush & Ahrefs

Both SEMRush & Ahrefs are amazing keyword research tools. SEMRush comes with a free & paid plan while Ahrefs is a paid tool. Of the two, Ahrefs is the most in-depth and extensive. Not only is it great for keyword research, but you can also use it for competitive analysis. Although it can be a bit expensive. 

Content Marketing For Law Firms

Content creation and promotion plays a crucial role in your law firm marketing strategy. Content marketing should be an important part of your marketing mix

Legal marketing

Create Content That Adds Value

When you are creating content for your law firm’s website, it must add value and also be customer-centric before you hit the publish button. 

Brainstorm ways to create content that is helpful to the client. There is a ton of baggage on the internet, you should differentiate yourself by using clear language that delivers value and is easy to read. 

Try to avoid using buzzwords and legal jargon that might confuse the reader. 

After creating your business pages on your website, create blog posts that answer the frequent questions that clients normally ask for in search engines. Not only would this help you grow traffic, but you would also increase your authority. 

A high authority in your industry would translate into high paying clients. 

Promote Your Website on Social Media

When you just start creating content on your website, it might take some time before you start getting traction on Google search engines. You can start building traction to blog articles by sharing them on social media. 

Promote your posts on Facebook groups, LinkedIn, Twitter, and Instagram. 

The key to success on social media is continuity. Post regular updates to social media so as to increase your engagement and reach. 

(You can check out my guide on how to increase your brands visibility on Instagram)

Tip: It would be a good idea to start a podcast show for your law firm. I have written this article on podcast hosting to help you get started.

Local SEO For Law Firms

Local SEO is the act of getting your law firm to the top of search results for a local service area. It’s different from normal SEO because it concentrates on the local pack area of the search result.

Local pack is the box above the organic search results on Google. This box is used for Google maps. It is below the paid ads region of the search results. 

Local SEO for lawyers

To optimize your website for local SEO, you need to create a Google My Business account and claim your account. 

Another way to do local SEO is by finding relevant legal online directories and claiming your listing. These are some local SEO directories for attorneys you can start with –

To claim your Google business account, you would need to update the following:

  • Phone number
  • Address
  • Business hours
  • Reviews

Use Paid Search (PPC) Ads For Attorneys

Pay Per Click ads for lawyers

PPC ads for lawyers is one of the most effective ways to start generating leads from search engines.

Pay Per Click ads are very effective in getting leads to your law firm while you perform SEO and build authority so that you can rank on Google search.

When a user searches for a particular term on Google, the first 3-4 terms are usually Google Ads. You can take advantage of this prime real estate by buying ads for those terms. 

PPC ads are ads that you pay a particular amount on when someone clicks on it. You can pay $3 for every click which can eventually lead to a $1000 deal from a client. 

Email Marketing For Lawyers

Email marketing for lawyers is one of the most effective ways to generate and close more deals. It has an average ROI of 4400%. 

Email marketing is also one of the cheapest forms of marketing. With email marketing, you can engage your clients constantly. You can build your brand and develop a relationship with clients using emails. 

The easiest way to collect emails is by including a simple sign up form on your website. After you have collected these emails, regularly send newsletters that deliver value to the subscriber. 

Also, remember to collect the emails of clients you have already worked with. That way, you can regularly keep in contact with them. 

Video Marketing For Lawyers

Apart from content marketing, PPC ads, and SEO, video marketing is one of the most effective ways to create awareness for your law firm.

Video is the fastest way to process information. Human beings process, assimilate, and retain information from video faster than text. In fact, the human brain would process images 60,000 times faster than text. Videos are just moving images (sometimes with sound).

What this means is that people are more likely to engage with a 30-second video than a 10-page text.  

Video apps like YouTube are proof of how much people love to watch videos. The platform is the second largest search engine in the world with over 2 billion people logging in every month. 

More and more people are watching videos. You can take advantage of this trend and start creating videos that add value to the viewer. 

Instead of just text ads, you should also create video ads. Video ads also drive more conversions than text/image ads. In fact, video ads drive 56.3% more ad clicks on Facebook than text or image ads. 

This is one of the most effective law firm marketing tips you can try out. If you haven’t started creating videos for your law firm, you should start now. 

Generate Reviews From Past Clients

What is the first thing you do before you buy a new product on Amazon? You check out the reviews of the product.

It’s the same with almost every product or service today. Before prospective clients would make any purchase or visit any business, they are more likely to read reviews about that product or service online. 

They are also stats to support the importance of reviews. Take a look at some of these stats:

So, if you are not already collecting reviews from your clients, then you should start doing so immediately. You can also ask past clients to share their experience with you. 

  • 90 percent of customers would read reviews about a business online before visiting.  
  • 80 percent of them would trust the reviews they see online. (So, negative reviews can be a serious problem for your firm)
  • 10% of website traffic is attributed to online reviews
  • 90 percent of consumers say that their purchase decision is influenced by the reviews they read online. 
Law firm review

PS: You can also collect these reviews in the form of video testimonials. They are effective in grabbing the attention of people.

Develop Your Law Firm’s Unique Selling Point (USP)

USP is a marketing strategy where you make unique propositions to customers with the aim of convincing them to switch brands. Your USP should show your customer why they should use your law firm instead of your competition. 

To create a great USP, you need to be clear of who your target audience is. A great example is the Levoritz Law Group that provides legal services for fathers going through a divorce or child custody battle. 

Take a look at their landing page and their fantastic USP. 

Unique selling proposition for lawyers

Their USP is that they are a “shark” in the courtroom. In the second sentence, they use the term “aggressively”. These are power words that convert very well. 

The USP shows that they are ready to take every legal means to defend their clients in the courtroom. 

These are some simple steps you can take in creating your USP:

  • Describe your target audience
  • Explain the problem you solve
  • List the biggest distinctive benefits
  • Define your promise
  • Cut it down from a paragraph to a simple sentence

Add Live Chat To Your Law Firm’s Website

Live chat is a unique way to engage with prospective clients. Most lawyers might fear that they would be giving free advice away. While this might be true, it is also a great way to show your authority.

You also get the opportunity to engage clients and show them why they need your legal services. After you have given them value, it would be easier to book an appointment with them. 

A survey run by Software Advice found that 56 percent of web users use live chat to engage a company or a brand. 

Live chat is a great way to improve your customer service. Research has even shown that when a customer is happy with the customer service they receive from a business, they are more likely to spend more. 

This is a good example of live chat marketing for law firms by Alan Pearse; an impaired driving lawyer.

Law firm marketing

These are some reason why you should add live chat to your law firm’s website:

  • You can immediately answer the questions that your clients might have
  • You can turn interest into leads
  • Your law firm can be open 24/7
  • You can employ agents to take care of your queries so you concentrate on other things
  • It makes your firm look more progressive and modern

Configure a Law Firm CRM Solution

A customer relationship management (CRM) solution would make it easier for you to track prospects, clients, leads, and sales. Without a system to track these metrics, you might be losing a ton of leads and potential new clients without even realizing it. 

What would a law firm CRM do for you?

  • Automates lead nurturing and optimizes your conversion process
  • Monitor text messaging, email marketing, and phone call-tracking
  • Enhances better customer service
  • Enhances effective cross and up-selling of legal services 
  • Simplifies the sales and marketing processes
  • Builds upon effective internal communication

If you haven’t already, you need to invest in a CRM solution for law firms

Report, Track, And Analyze

It is important that you regularly track your legal marketing strategies to ensure that you aren’t wasting time and resources on ineffective strategies.

As a law firm, there are certain key performance indicators (KPIs) that you must track regularly. Some of the KPIs that are important to a law firm’s digital marketing strategy are:

  • Amount of leads
  • Total new clients
  • Revenue
  • Return on marketing investment (ROMI)
  • Booking rate (from calls)
  • Lead-to-sale conversion rate
  • Cost per lead (CPL)

Do You Need Someone to Take Care Of Your Law Firm’s Content Marketing?

Content Marketing is the backbone of any marketing campaign. With the right content strategies, you can get your message across to your target clients and outpace your competition.

At TheZeroed, we offer content marketing services to both small and large law firms. We would handle all the heavy lifting for you so that you concentrate on your productivity. Some of the services we offer are:

  • Content Marketing Strategy (Including keyword research and developing a blog calendar)
  • Content Development
  • Content Distribution

Some reasons why you should invest in content marketing for your law firm:

  • Websites that produce regular content receive 8x more traffic
  • Content marketing costs 62% less than outbound marketing
  • Content marketing generates 3x as many leads as outbound marketing

You can shoot me an email at or connect with me on LinkedIn.

We’ve covered the key law firm marketing strategies in this article. Do you have any other marketing ideas that you think should be added to the article? 

Leave your thoughts in the comment section. 

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