Marketing, at its core, is the beginning of your lead generation process. It is integral to reaching potential clients effectively, but it can also nurture current clients and create brand awareness. This makes law firm marketing a vital business strategy.

People scour the internet in search of skilled and reliable lawyers. In fact, most prospective clients search for a lawyer by themselves, and many of them try Google to find someone reliable.

That is why the effort to stay on top of the Google search results can pay off massively for law firms. Before talking about marketing strategies you can apply to your business, it’s essential to understand what legal marketing is and how it can benefit your law firm.

What Is Law Firm Marketing?

Legal marketing can be as simple as a billboard, TV, or radio ad. It could also mean employing more sophisticated methods such as PPC ads and generating SEO-optimized content.

With how competitive the marketing industry has become, it’s no surprise that most firms go for more sophisticated methods such as SEO to climb to the top of the Google search engine results page. Let’s check out some marketing strategies you can adopt:

  • SEO
  • PPC
  • Web design
  • Email Marketing
  • Social Media
  • Content Marketing
  • Lead Generation

However, your marketing efforts shouldn’t only stop at hiring an expensive team to help you gain visibility online. It also refers to other practices such as client relations, public relations, networking, and participation in industry groups to up your PR. This gets your practice the attention it deserves.

Benefits Of Law Firm Marketing

Creating and documenting your legal marketing strategy is the first step to laying the groundwork for your success in lead generation. This forms the framework that helps you understand your goals and discover the methods you can use to achieve them.

This section talks about how your law firm can leverage digital marketing channels. We’ll shed light on how marketing can aid in driving engagements, traffic, conversions, and revenue. Below are a few reasons why you should invest in a robust digital marketing campaign for your business:

Builds Brand Awareness And Credibility Online

The main difference between a strong brand and a weak one is that strong ones stand out in the clients’ minds.

They know who their competition is and are experts in their niche. Moreover, they can communicate and engage with their potential and current clients effectively. These values enable them to crush their competition.

You might be wondering how to achieve these values. This is achieved through digital marketing; the strategy allows you to build brand awareness and creditability by sharing your expert insight on legal matters. In fact, according to statistics, nearly 33% of marketers use paid advertising to increase their brand awareness effectively.

Acquiring Clients Outside Of Your Firm’s Location

Investing in digital marketing helps your firm reach people beyond the neighborhood. You can do this by setting your campaigns to run in other locales, thus broadening the scope of your marketing efforts.

For example, different groups routinely experience traditional marketing through flyers and billboards, even though they may not be looking for legal services. This can be a waste of your money. Moreover, with the help of digital marketing campaigns, you can show your ads to an extremely targeted audience.

Use Market Data To Target Specific Clientele

You can use marketing data to target specific clientele. Before you begin targeting specific audiences, it’s important to gather information on them. These could be things like where they reside, their age, income bracket, and gender. This is perhaps the best thing about leveraging digital marketing strategies for your law firm marketing.

As a law firm, you can also gather info on the experience previous clients have had with your business and improve pain points.

Display Your Expertise And Build Trust

A great way to showcase your expertise and services is through content marketing. This tactic is designed to attract a targeted audience interested in your services.

A digital marketing strategy can quickly and cost-effectively disseminate valuable, consistent, and relevant information about your firm.

Not only can you grab your readers’ attention with engaging content in the legal arena, but you can also display your firm’s expertise. When your readers get access to relevant and high-value information, it helps them trust your services.

Digital Marketing Strategies You Should Leverage

Let’s talk about some of the more profitable digital marketing strategies you can apply to your law firm. These can boost your online visibility and skyrocket your lead generation efforts.

Search Engine Optimization (SEO)

Search engine optimization (SEO) refers to the practice of driving more visitors to your law firm’s website. SEO helps you move up the ranks in search engine result pages (SERPs).

Think about it: how often do you scroll down to the bottom of Google’s first page for an answer? The truth of the matter is that none of us are willing to scroll beyond the first few results. In fact, a study of over a billion search results found that over a quarter of searchers only click on the first organic result. This makes the first five spots the most coveted.

Your law firm’s SEO ranking factors are as follows:

  • Content
  • Backlinks and off-page citations
  • Technical SEO

Pay-Per-Click (PPC) For Your Law Firm

PPC marketing is perhaps one of the quickest ways to generate high-value leads. As opposed to SEO, advertising via PPC enables you to acquire clients and helps you gain a spot on other sites for keywords you explicitly target.

Since the legal sector is very competitive and costly, it’s imperative that you take your time to construct a PPC strategy carefully and execute it flawlessly. If you think this is beyond your expertise, get professional PPC services to do it for you.

Here are a few ways your law firm benefits from PPC:

  • PPC ads place you higher on SERP
  • You’re in control of your keywords
  • They can adjust your ads quickly
  • Tracking PPC campaigns is easy

Website Design

It’s no secret that website design plays a massive part in whether a visit turns into a conversion. In fact, according to the 2019 Legal Trends Report, nearly 57% of consumers looked for a lawyer on their own. Out of these, nearly 17% used an online search engine. Thus, you need to pay special attention to your website’s appearance and metrics such as UX and loading speed.

Check out some of the ways having a good website design can help grow your law firm:

  • Foster and build credibility
  • It serves as a powerful marketing tool
  • Enhances convenience and accessibility
  • An instrument of communication

Email Marketing

Email marketing is much more than simply reaching out to your clients from time to time. It’s a structured strategy to connect with existing clients and prospects by leveraging an automated sequence of emails.

A well-written series of emails can pique the client’s interest and be educational and engaging. Here are a few ways email marketing can boost your law firm’s marketing efforts effectively:

  • Builds business development
  • Customer experience
  • Increasing customer “touchpoints.”

Social Media Marketing

Social media marketing is quickly becoming the building block of any good digital marketing strategy. This stands true for law firms as well. There’s no getting around it: your competitors, customers, and colleagues use social media. To keep up, you must use it too.

Here are a few ways you can use social media to stay ahead of your competition:

  • You can reach more high-value clients using social media. According to the American Bar Association, 67% of lawyers use social media for networking, and 49% use it for client development
  • Social media platforms are a great way to engage with your community
  • Share content that showcases your legal expertise

Content Marketing

Content marketing refers to publishing any content designed to grab your clients’ attention and educate them on your firm’s legal services. Remember that your content marketing strategies should offer a blend of creativity and information. You need to understand your audience to know what kind of content they’d be interested in. When executed correctly, you can gain a lot of high-value clients.

Here are a few things to keep in mind while constructing your content strategy:

  • Keep it simple
  • Make it skimmable
  • Incorporate keywords
  • Avoid language that dates your content

Lead Generation

To attract new clients, you must be able to generate high-value leads. Law firm lead gen tactics involve engaging potential clients through your website and social media platforms. Once you’re able to secure a steady about of traffic to these outlets, you can convert them by providing them with valuable information and service that can result in a conversion.

Here is how you can use lead generation as part of your law firm’s marketing efforts:

  • Get consistent work
  • Build your credibility
  • Collect data


We understand how overwhelming it can be to create a robust digital marketing strategy surrounding these seven tactics. Doing all this while running your firm on a date-to-date basis can be daunting.

It’s incredibly distressing when you have no prior experience in marketing and have to learn on the job. Because of this, many law firms opt to hire professional digital marketing services such as that Gorilla Webtactics.

We help you define your digital marketing strategies and up your lead generation game. We offer services from web design to SEO, PPC, and much more. We’ve partnered with big names in digital marketing such as Semrush and Google to help you get the most out of our services.

Get in touch with us for more information.