Lawyer Marketing Strategy

Thanks to the increased penetration of the internet, digital marketing has flourished in recent years. Virtually every industry and niche in the world have already started using this new form of marketing to increase brand awareness, generate leads, and build a dedicated customer base.


Although the adoption of digital marketing in the legal industry has been somewhat slow in the past, many lawyers and law firms have started taking full advantage of it in recent years.


As the online marketplace is extremely competitive, you need to have a well-rounded digital law firm marketing approach from the beginning.


Here are four digital marketing rules that you should never break.


1. Include Lawyer PPC in Your Digital Marketing


Most people, marketers, and lawyers alike, are attracted to organic Search Engine Optimization (SEO) immediately as it works and is free. Although it is free, organic SEO is a long-term digital marketing strategy, and it alone isn’t enough to achieve your marketing goals.


That’s why you also need to invest in paid advertising. Lawyer PPC in combination with organic SEO can help you generate better ROI on your marketing investments. In 2020 and beyond, you need to invest in the paid advertisements that work for your law firm. According to recent research by HubSpot, marketers in North America reported that Facebook provides the highest return on investment, with Google Search coming a close second.


However, if you find LinkedIn to be your best-paid advertising channel, continue using it as long as possible. Avoid thinking of lawyer PPC as a quick fix though. To be successful, it also requires continuous monitoring, testing and re-testing, and optimization.


2. Invest in Local SEO


Local SEO is a critical factor in lawyer SEO marketing as most law firms are local businesses just like restaurants, dentists, and grocers. It can help you tap into local voice and mobile searches, increasing your leads substantially.


People looking at local search results often have a strong buying intent. According to a 2019 survey, 60% of smartphone users contacted a business directly using the search results such as the “click to call” option. In other words, the more optimized your local lawyer SEO is, the more qualified leads (both offline and online) your firm can generate.


Make sure to optimize your Google My Business (GMB) listing and your profiles on local websites, listings, and online forums. Additionally, you should optimize your website for local and voice-based searches. Your contact details, including office address, email, and phone numbers should be accurate and clearly visible.


3. Leverage Honest and Transparent Customer Reviews


You should also include customer reviews on your listings, website, and social media pages. Reviews add credibility to your business. Businesses with four or more stars on GMB listings outrank those with less than four stars by a median of 11%. Furthermore, research also states that better GMB and Yelp reviews correlate with better organic search ranking.


The reviews, however, need to be honest and transparent. People can easily see through polished and scripted reviews. You should always ask your real clients to share their genuine views. You also shouldn’t solicit your customers for posting good reviews.


Responding to reviews, both positive and negative, also matters. According to a 2018 survey by ReviewTrackers, 53.3% of customers expected businesses to respond to their online review within seven days, while 45% said they were more likely to visit a business if it responds to negative reviews.


Make sure to ask your customers to post their reviews on your GMB listing, third-party review sites, and social media handles. Also, respond to good and bad reviews as early as possible to help your prospects understand how much you care about your clients.


4. Optimize All Your Content


Finally, you need to optimize all your content, starting from your website. If required, you should upgrade your law firm web design to make sure the content is optimized, structured, and looks engaging. Optimizing your web design will also take care of technical lawyer SEO optimization, which will help boost your rank in local search results.


You also need to have an onsite blog as it allows you to add relevant and informative content on your website. Make sure to optimize each blog post with the right set of keywords before making it live. Whether it is your website copy or your blog posts, the keywords must appear naturally in the content.


Focus on content quality as well. Provide highly informative, relevant, and customer-centric content. Especially in your blog posts, talk about how you can help your potential clients instead of boasting about your legal expertise. People are more likely to do business with you if they know how you can help them. This, in turn, will help boost your law firm marketing ROI.




Digital marketing is a must if you want your law firm to attract more leads, both online and offline. When implementing your marketing strategy, following these four rules will boost your ROI further. An experienced law firm marketing agency like Gorilla Webtactics can help you create, monitor, optimize, and analyze your complete legal marketing strategy. Our experts will help you get the best possible results. Call us today at (612) 260-1506 or contact us online to find out how we can help you.