Lawyer Marketing- All-in-One Guide To Successful Marketing For Attorneys!


14 Jun, 2024


How do you guarantee your legal services can reach the most suitable clients? Simply creating a website for your legal practice isn’t enough. Navigating the online world to reach clients and communities works differently than in the real world. 

We understand the challenges you face:

  • Acquiring new customers through online marketing.
  • Poor web traffic and low rankings on the search engine ladder.
  • Lack of, or poor and irrelevant digital marketing strategies.
  • Inadequate knowledge of the right approaches in digital marketing.

Due to fierce online competition, it becomes challenging for law firms to ensure justice reaches the most vulnerable. The below stats show a drastic rise in online legal services in the United States from 2013 to 2023.

United States from 2013 to 2023.

That’s why we have compiled a comprehensive guide with actionable strategies to help you:

  • Optimize your website and increase its ranking on search engines.
  • Improve the usability of your website.
  • Come up with attractive content that would interest and inspire the target clients.
  • Increase low website traffic for legal firms using legal marketing tips.
  • Build a law firm marketing plan for ineffective marketing tactics.
  • Measure ROIs while marketing for your law firm.

This blog will teach you how to reach these goals and what practices to follow. We will explore current practices in digital marketing and offer insights on how to design an integrated approach that will enhance your law firm’s credibility and reputation.

Whether you are a small or well-established law firm, our knowledge, and tips will help you successfully engage in the current and future digital environment. Without further ado, let’s jump to learnings.

How To Attract Potential Clients While Marketing For a Law Firm?

To answer that question, let’s first discuss a law firm's marketing strategy. A marketing strategy is a set of objectives identifying how your legal firm will achieve its promotional objective. It provides a detailed view of how your firm will reach potential clients and transform them into leads. 

Lawyer marketing statistics and reports show the importance of going digital.

How To Attract Potential Clients While Marketing For a Law Firm?

The statistics prove that even the most established law firms and attorneys must practice lawyer marketing to ensure their services are tapped by those who need them. To get a better grip on lawyer marketing, follow this step-by-step process.

Start By Building Your Firm’s Website and Landing Pages

You must have heard the saying, “First impression is the last impression.” Well, this is just the same in the case of online law firm marketing. A website is the first thing people will notice as soon as they find out about your legal firm's services. So, it must be developed to create a frictionless user experience.

Start Your Journey to Effective Legal Marketing with Our Complete Guide!

  • Personalized Marketing Plans
  • Boost Online Presence
  • Engage Your Audience

Here are some Website and Landing Page Practical Legal Marketing Tips

  • Build a visually appealing but mobile-friendly website.
  • Develop different landing pages for different services your law firm offers.
  • Add compelling CTA buttons to all your web page's content as conveniently as possible. (Don't overdo it).
  • Ensure that your website is optimized for mobile users.
  • Perform keyword research and add the top-performing ones with less difficulty in the content of your landing pages.
  • The website should essentially have your contact details and the firm's location address.

aw firm's website should be mobile-friendly

A law firm's website should be mobile-friendly to engage with users and increase visibility.

Crucial Local SEO Strategies That Shouldn't Be Ignored!

With the introduction of maps and geolocation, performing local searches on search engines has become even more prominent. If you want to succeed in a law firm, you must be at the top of search results when someone searches for "legal firms near me." 

Look at the statistics below to see what we mean:

Look at the statistics below to see what we mean:

For law marketing, follow these efficient SEO tips:

1. Find the Best Relevant Keywords for Your Lawyer Marketing Plan:

Infuse long-tail keywords(search terms with more than three words) and head keywords (money keywords) into your content. You should use keywords in your meta tags, header tags, and URLs to further improve the site's visibility in search engine results pages (SERPs).

2. Incorporate “Schema” in Your Law Firm Marketing Strategy:

Schema refers to structured code language that helps Google understand the intent of page content. It can make your law firm stand out on search engine result pages by displaying relevant information and a five-star rating.

3. Off-page SEO through Link-Building

Internal links act as proof for users and engine crawlers to establish your website as authentic. Links reflect the' truth factor' to establish your expertise on a particular subject—in this case, a law firm.

Backlinks are links for your webpage that are present on other business websites. For example, suppose you have a law firm website, and some other reputed website mentions you in their listicle blog about the ‘Best online law firms in D.C.’

The more trusted the website you get a link from, the more credibility you receive among crawlers and potential clients.

Citations are Powerful for Your Law Firm's Marketing Plan

Citations are information about your business listed on the web, including the Google Business Profile, Yelp, and Bing Maps. Make it a habit to reintroduce your business on these sites and enter relevant information there.

The information you enter in NAP (your name, address, and contact information) should be consistent across platforms. Variation in NAP will result in confusion and suspicion among potential clients and web crawlers.

Citations are powerful for your law firm\\\\\\\'s marketing plan.


Don’t Forget Pay-Per-Click In Your Law Firm Marketing Strategy

Running a PPC campaign while marketing for attorneys is a powerful means to engage potential clients and generate leads. With an effective PPC strategy, you can stand out in the cluttered marketing landscape and reach clients looking for legal advice online.

You should be careful while planning PPC campaigns, as ads will cost money whenever a user clicks on them. You don't want to target users who are not looking for your services.

Don’t Forget Pay-Per-Click In Your Law Firm Marketing Strategy

Lawyers should use PPC ads to increase visibility, drive targeted traffic, and generate leads effectively.

Have an Insight on PPC Legal Marketing Tips for Your Law Firm

  • Create irresistible PPC ads that potential clients can not ignore.
  • Search for and use keywords in the headline and ad content most commonly used to find law services online.
  • Use the keyword planner to your advantage.
  • Reduce cost by targeting broad matches or exact matches for your keywords.
  • Remember to target the location where you want your ad to be seen.
  • Make sure you are advertising for mobile phone searches.
  • Perform regular checks on how your ad is performing with Google Analytics.
  • Use SMART (Specific, Measurable, Achievable, Realistic) PPC models.
  • Use Google Ads Performance Planner to forecast ad results.

Have an insight on PPC legal marketing tips for your law firm.

How to Generate Interest and Engagement With Your Audience?

The art of engagement and generating interest is essential for successful lawyer marketing. It helps to attract potential clients and establish your firm as a thought leader in your area of expertise.

The above law firm marketing ideas were about how to attract potential clients to your law firm business. This section will focus on retaining and encouraging users to engage with your website and services.

Utilize Content Marketing In Your Law Firm Marketing Strategy

Content Marketing is a broad topic to cover while marketing for law firms. It includes several initiatives you can use to target your audience. Sharing essential aspects of your law firm with the audience requires a delicate balance of implementation and creativity.

Utilize Content Marketing In Your Law Firm Marketing Strategy


Create Captivating Blogs

Writing blogs is one of the essential foundational activities in content marketing strategies for law firms. Ideally, your blog theme should be uniform to ensure constant return traffic, and blog posts should be straightforward. (Right to the point!) They should cover frequently searched topics, such as general legal advice, the latest trends, and advice. The key step here is to focus on crafting highly detailed and carefully researched articles that offer apparent advice and clearly show the competence of your law firm.

Make Use of Video Marketing

Video marketing enables you to produce informative, moving images that capture your audience's attention. Videos that you will prepare while marketing for a law firm can be utilized in many channels, like your firm’s website, social media, and even emails.

Utilize Podcasts for Lawyer Marketing

Another content format that people use more often today is podcasting. It allows you to demonstrate expertise and interact with your audience interested in your service.

5 Steps to Add Value to Your Content

  • Keep your content simple; your potential clients may not be lawyers.
  • Don't add unnecessary fluff to the content. Keep it specific.
  • Make your content easy to read through quickly for users.
  • Avoid using specific times or dates in your content, as it will get old one day.
  • Practice short sentences and active voice in your written content formats.

Here’s an example in the form of an ad to give you an idea about creative law firm content marketing.

5 steps to add value to your content

To ensure your content marketing is fruitful while marketing for attorneys, use legal blogs that you consider reputable or submit your articles to recognized legal magazines. This will assist in growing your audience, securing backlinks, and thereby creating recognition for your firm as a specialist in your field.

Social Media Marketing As a Boon For Lawyer Marketing

While trying to attract customers using online advertising, you should have a solid brand presence on social media sites. Here are some statistics related to social media for lawyer marketing

  • 33% of legal firms use Facebook in their lawyer marketing plan. (On The Map Marketing)
  • 16% of legal firms use Twitter while marketing for attorneys. (On The Map Marketing)
  • 84% of law firms successfully obtained leads through organic social media traffic. (CallRail)
  • A 15% increase in marketing for attorneys using social media has been noticed. (FinancesOnline)
  • Nearly 37% of law firms invest in advertising through LinkedIn. (Sixt City marketing)

Social Media Marketing As a Boon For Lawyer Marketing

In order to use social networking for your law firm, select the social networks that are most appropriate for the targeted demographic and objectives. In particular, LinkedIn, followed by Facebook and, to a certain extent, Twitter, are the most relevant social networks for most law firms.

Important Social Media Strategy to Follow while Performing Lawyer Marketing

  • The content should have a consistent brand voice.
  • You should adhere to a consonant posting schedule.
  • Use original content such as blog posts and videos.
  • Infuse curated content from reputable sources that your audience would find valuable.
  • Engage with followers by responding to comments and messages on a regular basis.
  • Paid social media advertising will also effectively reach new audiences and drive targeted traffic to your website.

Platforms like Facebook and LinkedIn offer robust targeting options that allow you to create ads. These options give you the advantage of tailoring your message to specific demographics, interests, and behaviors, ensuring your message reaches the right people at the right time.

Important social media strategy to follow while performing lawyer marketing

Best digital marketing tactics for law firms

How Can we Nurture Leads and Build Trust while Marketing for Law Firms?

This is an important aspect of successful lawyer marketing. Here’s why:

  • Qualifying leads assist potential clients through their decision-making process.
  • It helps to maintain constant awareness of your law firm and increase the chances of conversion.
  • Gaining trust helps your firm to be recognized as a trustworthy source of information.

By nurturing leads and building trust, you can:

  • Stand out as a law firm that is different from competitors.
  • Improve the image and reputation of your firm.
  • Finally, increase the number of conversions and sales for your practice.

You can effectively perform lead nurturing and trust building by:

  • Email Marketing Campaigns
  • Online Reputation Management.

Email Marketing for Law Firms

Email marketing is an effective means of outbound marketing. It can help develop meaningful relationships with prospective clients. With email marketing, you can reach prospects and clients who are interested in your law firm's services and guide them through the buying process.

Are you marketing for a law firm and want to increase your ROI? Email marketing can be an efficient legal marketing tip.

When developing the email marketing strategy, the key objectives are the wisely chosen subject lines and the content of the emails sent to the subscribers. People want to see links to blog posts, whitepapers, case studies, or other materials that can prove your expertise as a law firm and simultaneously provide solutions to their concerns.

Segment and personalize your emails in order to reach recipients with content that is most pertinent to them. Here are some tips to remember while performing segment creation in your lawyer marketing plan:

Email Marketing for Law Firms

  • Where is your customer on the sales funnel stage?
  • Legal areas in which your customers are interested.
  • The location you are targeting
  • The behavioral criteria of your audience
  • Consider the profession/age/gender (demographics)

Once you have segmented your users according to these criteria, you can contact them with the information they wish to see.

Manage Reviews Effectively To Build Your Law Firms’s Reputation

Once you create online profiles for your lawyer marketing, customers will start sharing their views. Today, people tend to believe the opinions of other users on the internet, as it is an essential means of building trust in a particular company. It holds the same importance as word of mouth.

To protect your law firm's online presence, you must track the presence of your firm's name and the content mentioning your firm. You can find them on search engine result pages, social media networks, Google My Business, Yelp, Avoo, and other review sites.

Manage Reviews Effectively To Build Your Law Firms’s Reputation

Outline the measures to take when handling positive and negative feedback online. When a guest has complained about a service, it is important to act professionally. Show them that you understand their concerns and that the matter will be discussed further offline.

Manage Reviews Effectively To Build Your Law Firms’s Reputation

Encourage clients to recommend your law firm to others looking for legal aid or services from a law firm as a part of your lawyer marketing plan. You can make it easy for them to favorably recommend your law firm’s services by providing links to various review sites.

Another strategy is to use testimonies and case studies, which can help you earn the trust of fellow businessmen and prove your law firm’s efficiency to the public. Have powerful client feedback sections on your website and social networking sites. Publish detailed eBooks and case studies highlighting your law firm’s competence and problem-solving approach.

How To Convert Leads Into Clients?

Alas! It's time to tell you the secret ingredient in turning your precious leads into clients. Understand that your lawyer marketing plan should act as a marketing funnel to lure the audience to purchase your law firm's services. Prepare your plan according to the different stages of a marketing funnel and target the audience strategically.

Law is indeed a profession that doesn't teach you how to market. But to get more clients and business, you gotta learn some. You have learned how to attract and keep clients engaged; now, learn the techniques to convert them into leads.

Optimize Your Website For Conversions!

Yes, we have already discussed managing your website in the above section. But this time, you will learn it from the perspective of making small but big-impact changes/revisions to the website to earn greater ROIs.

Strategically Place CTAs

Call-to-action (CTA) buttons prompt users to perform certain specific actions. Include them on your site and ensure they are well placed, especially on your home page, services page, and blog articles.

Make your conversion Calls to Action clear and persuasive. For example:

  • “Get Started”
  • “Request a Consultation”
  • “Sign Up Now”
  • “Download Our Guide”

Make certain that CTAs are prominent by being of a different color and are recognizable as clickable sections.

Make Use of Contact Forms

Contact forms are provided to users through the website interface to collect client’s information and contact them as soon as possible. There are some key pointers to note while developing your contact form page:

  • Ensure that visitors can contact you easily. 
  • Clearly incorporate the contact form features. 
  • Limit the forms by providing name, email, and message fields only to minimize the form completion steps.
  • Live chats should be answered frequently and proactively.

Optimize Landing Pages

The landing pages specify your individual services, as in lawyer marketing. They can be targeted to people clicking links, booking consultations, filling out forms, or directing them to a call.

For example, if you provide legal services for family law, you must have a landing page dedicated to family law services. 

Use Personalization Tricks To Comfort Visitors

To give a better insight into website personalization, imagine you are welcoming some guests to your house. You will do certain things to make them comfortable, like greet them, offer them drinks, and even play their preferred music. This will help you create an impression and strengthen the bond.

The same goes for websites; the more personalized your website is for users, the better engagement you will receive.

Use AI (Artificial Intelligence) Chat Bots For Spot-on Engagement

Use AI (Artificial Intelligence) Chat Bots For Spot-on Engagement

Introducing chatbots on your site may look simple enough, but believe us when we say 

it is the most effective way to engage with your potential clients in real-time. 

A chatbot resembles chat support, but instead of a real human being giving replies, an entire computer algorithm interprets the user's needs and replies accordingly.

Now, it is true that a chatbot can not be as spontaneous as a real person, but even if it is able to respond to a small percentage of queries, it will save your firm a significant amount on human resources. You can even use chat bits to direct users to resourceful information pages they are looking for, saving them time and money on expensive customer support services.

Besides this, chatbots can also serve as a medium for lead generation and segmentation for your law marketing. They can be programmed to gather useful information from the clients, such as their email addresses and phone numbers, for your team to follow up on later.

Chatbots can be further configured to conduct questionnaires for clients, which will help segment them according to demographics (gender, age, etc.) or interests (estate planning, corporate law, etc.).

Retargeting and Remarketing

Do you remember times when you visited an online store or a website but didn't buy or purchase any services, and then the ads kept following you around on YouTube, Facebook, Google, etc? This is the power of retargeting campaigns. 

These campaigns aim to give businesses chances to reacquire their site visitors who once visited their sites as clients. Before the introduction of retargeting campaigns, it was nearly impossible to approach users who left your site without converting. 

After the introduction of retargeting campaigns, it has become possible to track visitors using browser cookies and tracking pixels. You can then target your campaigns to those visitors via YouTube, Pinterest, or other marketing channels. 

The idea behind this is to remain your clients' top priority when seeking legal advice. The science of reapproaching the client builds trust and familiarity in them. With the right law firm marketing strategy, it is possible to retarget site visitors as potential clients.

However, you should avoid clinginess, as it can result in a creepy approach and reduce your brand authority.

Measuring Success and Refining Strategies

Now that you have implemented every strategy in lawyer marketing to get better client conversions for your law firm business. It’s time to ensure that your implied strategies are working and performing to deliver the expected results.  Besides measuring the results, it is also important to remain updated with the latest law firm marketing strategies and trends and then include them in your marketing strategy.

Analytics and Performance Tracking To Measure Wins

Applying sophisticated big data analytics and data science approaches is critical to increasing the chances of success in the legal digital marketing strategy. Google Analytics 4 provides tools such as attribution modeling, event tracking, audience, and behavior analysis that help optimize the customer journey and conversion funnel.

Analytics and Performance Tracking To Measure Wins

Other similar tools, such as heat mapping, A/B testing, call tracking, and marketing automation platforms, are complementary tools that add extra layers/levels to optimizing. By continually analyzing this extensive data set, you can pinpoint opportunities and enhance your law firm’s visibility more effectively, gaining more leads and clients and ultimately fueling its expansion.

Staying Up-to-date with Marketing Trends

Any market is always full of changes, and the digital marketing environment is no exception, with further additions of new technologies, platforms, and guidelines. In order to keep up with the growing competition and be able to attract the intended audiences successfully, it is important that law firms keep an eye on contemporary marketing trends and practices.

It is recommended to read reliable sources that belong to media outlets, such as the ABA Journal as well as the Legal Marketing Association. These outlets provide information on the latest practices to which you can easily subscribe and ensure that you remain relevant in the market. Remember to engage in legal marketing conferences and webinars to gain knowledge from industry specialists and connect with like-minded professionals.

Remember: Your law firm can stay ahead in digital marketing by embracing new methods and being flexible with strategies.


1. I own a law firm, and I have realized that finding clients online is becoming increasingly difficult. What are the benefits of lawyer marketing?

Marketing for lawyers has become extremely important, especially with the use of modern technology to reach out to clients. At JanBask Digital Design, we have realized that it is not easy for small law firms to make an online mark. Our professionals will gladly assist you in creating a detailed strategic plan for your firm's digital marketing. From SEO to content marketing, social media advertising, and other techniques, your firm’s visibility will be increased, and the right clients will be attracted.

2. I understand that content marketing is relevant for lawyers, yet I am not sure how to begin. Could you assist me with that?

Absolutely! You can build credibility as a law firm by creating quality content that can pass as authoritative information. When working with JanBask Digital Design, we shall ensure that the right content strategy for your target market is developed. This can range from creating and maintaining a blog with legal articles of interest to producing interesting videos and podcasts and creating whitepapers and case studies. Our team will structure and adapt your content in a way that reaches relevant search queries and demonstrates your competence.

3. What can I do to enhance the reputation of my law firm, and how can I handle bad reviews?

The reputation of the legal practitioner is very important in the legal profession since most clients research online before engaging the services of a lawyer. We have a wide range of ORM services at JanBask Digital Design, from the fundamental to the advanced ones. We will track your firm’s accounts on different platforms, address negative comments, and engage happy clients to write positive comments. We shall also incorporate the use of client testimonials and success stories to market your firm's achievements to potential clients.

4. I’m not tech-savvy and find keeping up with the latest digital marketing trends challenging. Can JanBask Digital Design help me with that?

Absolutely! We know that the world of digital marketing is constantly changing, and legal professionals, caught up in practice and court cases, may not have the time to research all the new trends and strategies. JanBask Digital Design to the rescue then. The best team of specialists is always available to be updated regarding the new technologies, platforms, and strategies. As your team for digital marketing, we will manage all the nuts and bolts of your campaigns so you can continue to thrive in your practice.

5. How can I measure the success of my law firm’s digital marketing efforts and ensure I’m getting a good return on investment?

Evaluating the efficiency of your Web marketing campaigns is important in order to fine-tune your approaches and maximize your ROI. It is a concept that is freely practiced at the JanBask Digital Design company, where the volume of data is relied on when making decisions. We will track improved analytics and make them available in key reports and KPIs on the website, including traffic, lead generation, and conversion data. It will also shed some light on which marketing channels are the most effective. Thus, you get to know where to dedicate your marketing resources.

If you decide to entrust the further development of your law firm to our team at JanBask Digital Design, all this would be possible. Our range of services, knowledge, professionalism, and qualitative data will help your firm maintain competitiveness and attract and retain clients.


Simply put, this is the generation of digital marketing, and people are already using law firm marketing strategies for their businesses. The good part is that not everybody knows how to do it.

Focusing on the potential client base their interests, managing your leads, and keeping a firm record of conversion to clients. You can easily manage to manage your lawyer marketing.

This blog post outlines different ways to help law firms improve their websites and build trust with potential clients. This includes SEO, content marketing, social media marketing, email marketing, and online reputation management.

At Janbask Digital Design, we understand that legal marketing is necessarily comprehensive and, as far as possible, constant. We deliver regular assessments of your website’s performance level. Our company approach always involves constant strategy improvement and consideration of the latest trends and key success factors.

Interested in our Law Firm Marketing Services!

  • Achieve Your Brand Vision
  • Drive Customer Engagement
  • Customize UI for Intuitive Digital Interactions
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Simon Martinez

Fantastic tips


Phoenix Robinson

Thanks for sharing


Lane Clark

Very well put


Josue Rodriguez

Good suggestions. Will surely implement these.


Colin Rodriguez

I also read your web design examples blog. It was very helpful.

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