Law firm marketing doesn’t have to be difficult. In fact, attorney marketing results should be predictable with the right strategy. As an attorney, it’s difficult enough to keep up with all your cases, new clients, organization memberships, and local events. Then you’re also trying to spend enough time on proper law firm marketing.
At Digital Logic, we understand how difficult digital marketing and lead generation can be for your law firm, big or small. That’s why we’ve put together this list of 20 Law Firm Marketing Ideas. These ideas here help get an understanding of the fundamentals of law firm marketing today. The focus of these marketing ideas is law firm internet marketing.
Predictable Revenue for Law firms and Attorneys
Since 99% of your new legal clients are on the internet now, we’ve focused on law firm and attorney internet marketing ideas and reference points.
Some of these law firm internet marketing ideas will be easy to put in place. But it’s best to have an experienced guide to help you through some of the more advanced digital marketing tactics and ideas. The marketing trends for law firms show that everything is moving digital, so should your marketing plan.
We don’t have a complete instruction manual on how to use all these internet marketing ideas and techniques. But we’re skilled at using these ideas and tactics to grow our law firm clients’ practices using many of the items on the list. Please leave a comment at the bottom of this post with any questions you may have. Let us know if we can help you, or if there are any other ideas you’d like us to cover.
WHAT YOU WILL LEARN:
Steps you can take to understand how your law firm internet marketing measures up today
Where to go to get information about your law firm’s competition
How to develop a roadmap for your law firm’s digital marketing success
Easy ways to build your law firm’s brand (for free) using social media marketing
Where to invest your money online to get high-quality leads and referrals to your law firm
Your law firm website is the core focus of your law firm’s marketing initiatives. One of the first things you should do is measure your law firm’s website performance. You need to see if everything is working the way it should. Site speed is fundamental since your customers don’t want the site to take a long time to load. This will cause them to have a poor user experience.
40% of people will leave your website if it doesn’t load in 3 seconds. Your website page load speed is a high-value indicator for website performance. Making sure that your website is serving static pages or uses a content delivery network (CDN) may help reduce the load time for your visitors. Google offers a free PageSpeed Insight tool for you to check your website with.
This page speed report from Google will let you know how quick your site loads. It will also provide guidance on quick steps you can take to optimize your website’s performance. From there, you can send this information to your web developers to make adjustments on your site.
Screenshot from PageSpeed Tools
2. CHECK YOUR LAW FIRM’S SEO PERFORMANCE AND SCORE
Another easy and important first step is to test the SEO performance of your website as a part of your law firm digital marketing strategy. The analysis will make suggestions that you can put in place immediately to advance your website’s search engine performance.
This is not a complete SEO Audit, but it will give you an overview of what your website “looks like” to Google and other search engines. With this, you can make sure that your website is meeting all the criteria to achieve the results you expect. We recommend using SEOPTimer.
There are roughly 200 factors that determine how well your law firm’s website will rank on Google. You can boil down the top Google SEO ranking factors to 4 principal items for Law Firm Search Engine Optimization. For more on this topic, check out SEO vs SEM.
Legal Website Content
Quality website SEO content is the most important factor for law firm SEO and search engine rankings. If you don’t have content that matches up with what people are searching for, it’s unlikely that you will rank very well on Google
Be extensive with the amount of content you have on your website. For every practice area, make sure you have a page of content that matches to the practice area. If you’re a personal injury attorney, you’ll want to have a comprehensive page on personal injury law. You’ll also need sub-pages to cover each of the specific practice areas in personal injury law.
Backlinks To Your Website
You will want to be sure that you have as many relevant links to your website as possible. Don’t go out and get “any link” possible to point back to your website. You want to get links that have law firm/attorney/lawyer related content. There are many free lawyer listings and profiles that you can set-up to link back to your website.
The key to generating quality backlinks is to publish quality content that’s relevant to your target audience. By doing this, you can begin to perform outreach campaigns so other websites will link back to you. You may also want to consider Guest Posting for link building. There is a great resource for Guest Posting Tips by Authority Hacker.
Mobile-First User Experience
Google has switched to a mobile-first index. This means that mobile design is more important now than ever. Google is crawling the mobile version of websites first, and gives them priority over desktop. Make sure you have fast page speed for mobile and that you don’t have two separate websites for mobile and desktop.
Go with a mobile-first design and mobile-first experience. The vast majority of users are now using mobile devices to search online.
There are many of free resources available that will let you run a free site audit to discover any technical issues with your website.
Fixing the technical SEO issues on your law firm’s website will be the main work for your for your law practice’s SEO.
3. DIG INTO YOUR LAW FIRM’S WEBSITE GOOGLE ANALYTICS DATA
Google Analytics is the preferred platform for webmasters and law firm digital marketers. But you may have another tool in mind to examine your website’s traffic. By digging into your website traffic, you will notice trends that develop. Find peak visitor hours, devices, actions, and behaviors. You need to find out where your traffic is actually coming from.
By taking note of these trends, you’ll notice changes over time. This allows you to move your focus from one aspect of your law firm’s digital marketing strategy to another. Boost your Twitter outreach if there’s a high number of actions from links posted there.
Google Analytics for a Law Firm Website Example
4. AHREFS AND LAW FIRM MARKETING COMPETITOR SEO/SEM RESEARCH
Ahrefs is an amazing tool for competitor link profile research for law firm and attorney SEO. In fact, we know it’s the best tool available for this purpose. Law firm marketing is some of the most competitive. With this tool, you can examine the keywords that competitors are ranking for. The report has a list of their backlinks acquired and estimated paid search spending.
Of course, there is no way to guarantee complete and accurate information. But you’ll be able to gather a large amount of data about your competitors. This helps determine the best course of action for your digital marketing strategy. As well as ongoing progress tracking for link building.
Ahrefs Law Firm profile screen shot
The best way to do competitor research is with a search using the same keywords that your law firm targets. If your law firm specializes in immigration law, you know that you’re not the only one doing this. You’ll want to know who is already successful in the space you are targeting.
Unless you’re starting out with millions of dollars, you’ll have to work hard to compete with much larger firms. As well as some smaller firms who are using digital marketing to the fullest potential. Ahrefs is a fantastic tool to determine what you’re up against. We use this program for all our law firm clients’ SEO. Below is a great example of Ahrefs on how to do a competitor law firm domain comparison.
Screenshot of law firm domain comparison from Ahrefs
Run the domain comparison with your own domain and all the local law firm domains you compete with. You’ll be able to get an idea of how many inbound links you’ll need to get to meet or exceed what your competition is doing. With backlinks being a major factor for Law Firm SEO, pay attention to the ones that competitors have.
5. GOOGLE & BING SERPS FOR LAW FIRM, ATTORNEY, AND LAWYER + GEO SEARCHES
Google’s SERPs, or Search Engine Results Pages, show what’s happening with keywords or competitors. Type in the search terms you’re hoping to rank for, and you can find out where your website ranks among competitors. Discover what’s considered to be “good content” by the search engine ranking factors.
It’s surprising what floats to the top. If you hope to get there, you’ll need to understand what makes it happen and how to overcome it. Make sure you’re logged out of your Google account. The results are different depending on your location.
You may not rank for all the lawyer, law firm, attorney + city + practice area related keywords you hope to. The keywords you are ranking for on Google will be different on other search engines like Bing and Yahoo. This is because each search engine has its own users with different behaviors. The algorithms calculate your website’s value and relevance in a different way.
Search engine optimization has to be a part of your digital marketing strategy if you want to be competitive. The first thing you want to take care of on the search engine results page is making sure you can own as much of the real estate for brand related search terms.
You can do this by setting up directory listings and making sure you are getting client reviews. There are hundreds of law firm business profile pages you can use to control exactly what users find when they search for your law firm + city name.
6. DEFINE YOUR LAW FIRM’S MARKETING GOALS
Many law firms don’t focus on digital marketing because they’re used to “traditional marketing” like print, radio, and billboard advertising. These days, digital marketing should be a cornerstone of law firm marketing. The ability to target and measure your law firm’s marketing efforts is major.
Spending a large sum of money for “impressions” or value-added placement is also common. With digital marketing, you can split your budget into categories that reach many audiences with different messaging. This will increase the effectiveness of your marketing strategy online. Attorneys may want to take part in this process so they’re able to connect field work with your digital strategy. This will lead to the most effective results for your law firm.
A sample of a basic marketing plan for a Law Firm
Spend some of your digital marketing budget on online video advertising through YouTube and Facebook. Add remarketing to bring visitors back to your website. These earn far more targeted views than you receive with “traditional marketing” methods. Also, you’ll be able to track your metrics ongoing and make adjustments as necessary! Our law firm clients are always satisfied with our results using search engine advertising campaigns. That’s because we’ve done them for so many clients over the years. We know which pitfalls to avoid and which areas to target to start bringing new legal leads to you sooner.
Sample Goals For Your Law Firm Marketing:
Monthly Revenue Target
Number of phone calls from your website each month
Number of visits to your website
Number of online forms
Number of new clients
7. A/B TESTING WITH SEM & PAID DIGITAL MEDIA
Reduce your law firm’s expenses by A/B testing with your law firm’s digital advertising campaigns. By running the same ad for many audiences, discover which audience responds best to each ad. Also, test different ads on the same target audience to find which message is the best for that group.
Your lawyers would be able to tell you that each client is unique. The approach to dealing with that client needs to be different. This is where messaging has a huge impact in connecting with your potential audience. You can get the case with good content over a competitor who is not relatable.
Once you find the best ad for your ideal target audience, set aside more of your budget for new content focused on bringing in quality leads. Spend less money on the paid search advertisements that don’t. Since we’re able to pull all the analytics data about how your tests are performing, we can discover the best ads to spend your budget on. Compare this to outdated methods that relied on much more guesswork.
The other part of your A/B testing is to make sure you are using landing pages that match up with user intent. For example, you don’t want to send all your traffic to your homepage. If you’re targeting personal injury cases, send users to a section of your site that matches the user intent.
Adjust your website’s content based on the data you collect from paid search campaigns. You can further amplify your message to the audience you intend to target. Law firms are very competitive on the internet when ranking high on search engines. You need to use every tool in your arsenal to get traffic to your service offerings. How else will you land the big-ticket clients you are aiming for?
Make sure you list all the attorneys at your firm on the website. Potential clients may also be seeking your law firm based on the lawyers that work at your company. You’re going to need to spend a lot of time doing search engine optimization by yourself. If DIY doesn’t seem like a good idea, we offer specialized law firm SEO marketing and search engine optimization services. We want to help to keep your website bringing in high-quality leads.
If you don’t have time to work on new content or do link outreach campaigns, then hire an expert law firm marketing company with a proven track record.
9. CATEGORIZE YOUR LAW FIRM WEBSITE ON DIRECTORIES
Many law firms and their attorneys fail to state which practice areas they specialize in. Some don’t even show which locations they are able to cover for their clients. This is vital information for your firm’s website visitors to know. They’re searching for you online, and won’t know unless you include that information.
Keep your law firm’s details up to date and complete on all the directories potential clients will likely discover your law firm.
Recommend that your practicing attorneys connect their digital profiles to your law firm’s website so you can get the added boost from their good reputation.
Free law firm directories like Google Business Listings, Avvo, and others are a great place to update your practice areas and location details. Make sure that search engines know your information is complete and accurate.
The more places online that verify your online identity to be complete and accurate, the more trustworthy that search engines will take your information. Then, they’ll serve it back to potential customers that are looking for things related to your law firm’s specializations. It’s a win-win for everyone!
This is a great resource for free directories that you can publish your information to. A major ranking factor on Google is making sure your Name Address and Business information are consistent across the web (NAP). Leverage the free tools available and go through the steps to list your law firm across as many online directory sites as possible and fill out the profiles.
10. EMBRACE LAW FIRM SOCIAL MEDIA MARKETING
Social media marketing for law firms is such a powerful influencer, you can’t ignore it if you’re planning to market your practice online. Facebook is still the most effective social media platform to connect with your potential clients, since everyone is on it. Use it to keep existing clients informed about changes in your law firm or new practice areas you cover. It’s important that you do a great job with your social media management.
Develop social media content for existing clients to share it with their network. You’ll find that the rewards are great for your law firm once your social media referral funnel is setup.
The only caveat to social media marketing we have to point out is the increased sensitivity potential clients may hold with current events or heated topics. We know that your experienced lawyers know to stay away from trouble on the internet, but a poor reputation on social media could reflect poorly on revenues for your organization if something goes wrong when using this digital marketing technique.
To read more about social media marketing for law firms, you can take a look at this comprehensive guide we wrote:
Keeping up with your existing clients using social media marketing. Follow the trends they like to create new content they’d be willing to share with their network.
Read your clients’ daily communications to get ideas for a new content strategy. Inform them of your law firm’s expertise and share some helpful legal hints that they can share with loved ones. During holidays, connect with your existing clients and their network.
You don’t have to use every opportunity in your digital marketing strategy to promote your law firm. But you do want to establish a regular presence in your local community. The trust that develops may be the key factor in a potential client’s final decision for an important case. If there’s something special that one of your attorneys do for their clients every year, think about showcasing them to invite a more personable approach to your Law Firm’s digital marketing.
12. POST BLOGS REGULARLY ON YOUR LAW FIRM’S WEBSITE
While most law firms do this, you should use this opportunity to connect with your audience. Seek to prepare them for working with your law firm. Create high-quality content marketing instead of useless legal mumbo jumbo on your website. Search engines and website visitors will appreciate it more and interact with you.
Since the website seems to be delivering more value to your visitors, search engines will take notice and elevate your law firm’s website above the other digital participants who are not doing as well with their content strategy.
Sample Attorney Blog that posts regularly
By focusing on very high-quality law firm blog content, and posting blogs often, you can dig deep within your law firm’s practice area niche. Soon, you’ll become the ultimate authority for the area of law you most desire to practice. While this effort does take time, the results are amazing once the search engines start to agree that your website is the most relevant for the keywords you are targeting.
Google likes when you publish fresh, relevant content. If lawyers from your firm are able to share the results of recent cases with your website visitors and social media followers, they may want to reach out to that individual attorney for his experience working with similar cases.
13. WRITE FAQS FOR POTENTIAL CLIENTS
FAQ’s pages are a great way to preempt qualified responses from your legal team. Cover the services you offer and the manner you wish to convey them to your potential customers. Voice search has become more relevant to search engine ranking. Questions such as “How can I get my immigration visa renewed?” through voice search on a mobile device may bring a potential client to your website. Prepare by supplying a direct answer to this question on your FAQs page.
By giving a sample of the voice that you present to your clients, prospects can begin to relate to your law firm’s brand. This will build their confidence in your legal team to consider you for their important case. There are hundreds of questions you could write down that potential clients will ask you. Get these questions indexed on search engines under your law firm.
Think about how many previous client questions you’ve had in the past. Write them down and answered in a blog or a section of your website.
14. SHARE ON TWITTER FROM YOUR LAW FIRM’S PROFILE
We do not recommend spending much time on Twitter to bring in leads for your law firm. But we do recommend working with the platform in some capacity as it grows in popularity. This is because of the way search engines pick up on content shared across Twitter.
Have your law firm’s Twitter feed publish content from your website like new blogs or press releases. Share content from Facebook to send your followers to more attractive digital assets. The more social platforms you share on will also play a role in SEO with linking and content discovery. Build a base of potential clients in your region so you can advertise special offers to these target audiences on Twitter. This is something that will help boost credibility online in general. You’ll create unique opportunities to reach out to a new client base. Social media marketing requires companies to be active on many platforms to meet the demands of clients in the information age.
15. LAW FIRM SPONSORSHIPS
Your law firm’s website needs backlinks from high authority websites in your area. Contribute some of your marketing budget to events, causes, and charities in your area. This boosts your brand recognition in the region, and high-quality SEO to your website.
Funding a scholarship for a local university is another creative way to connect your law firm with a reputable university. This will lend its credibility to your website for such an honorable placement.
This adds to a lasting appreciation and the community will give back to your law firm’s contribution. Building relationships with the community you hope to serve is the best way to reach out to clients. This opportunity will not only help your law firm’s brand grow and build credibility, but you will see an improvement over time with your digital marketing efforts. This happens if the relationships that your website builds with others are relevant to your potential client’s interest.
16. USE VISUAL AIDS WHEREVER POSSIBLE
Law firms can often appear as “dry and boring” online. It’s from the high volume of text content necessary to cover all the legal material on one’s website. Develop unique visual aids like photographs, images, info graphics, or other custom design. You’ll be giving your audience something valuable to share with their network. Allow the attorneys and staff at your law firm to take part in developing your brand’s image online. They are the ones that clients will face when they actually interact with your law practice. They’ll feel satisfied with the experience if the marketing is genuine and accurate.
Interesting visual content, if it provides value to viewers, will increase your law firm’s brand reputation. It will also encourage people to connect with you through Facebook, Twitter, and other social media platforms. They might even check your website out on their own to see what else you might have to offer if they’re interested. And that doesn’t cost a penny!
17. EMAIL MARKETING
Did you know that email marketing has the highest ROI of all digital marketing strategies? While it’s not typical for all law firms to use this tactic, you can connect with and pitch your existing client base. You might be surprised at the results you’ll get! Lots of the email marketing for your law firm can be setup using sequences. And much of it can be automated after the initial setup for your law firm marketing processes.
Since almost everyone on Earth uses email, you’ll need to make sure yours sticks out and has value to its reader. Write relevant blogs and share advice with existing or potential clients through email marketing. You can ensure that your articles have more visitors as soon as you publish, and continue to provide value to clients even before or after their case. Try asking followers on social media to connect with you via email to boost your readership. Content marketing can also take place away from your website. Make sure your content is getting viewed by sharing it with the people who are most likely to read it first.
18. ONLINE TESTIMONIALS OF YOUR LAW FIRM
The most important aspect of law firm marketing is establishing credibility and trust with the potential client. By sourcing your testimonials from your clients, you’ll be able to share your expertise with confidence. Potential clients will view your website to decide if your practice is able to handle their important case. You’ll want to ask through social media, email marketing, and even face-to-face for new testimonials. Send links to law firm directory listings you own like FindLaw and Avvo is a good idea to put your law firm’s reputation above the competition. Each attorney representing your law firm should able to bring in positive testimonials to your practice. Make sure to inform them on the best strategies to earn these reviews and have them posted on your website.
19. OPTIMIZE FOR MOBILE VIEWERS
Make sure your site is mobile optimized. 95% of smart phone owners use their devices to search for local information. It’s important that when they find your site, they can get the information they need quicker. Use click-to-call buttons, and create a site that resizes for all mobile devices. Also, ensure the page loads fast to boost responsiveness.
Google updated their algorithms to prefer websites that have mobile-ready versions in 2015. If you want to rank for the keywords that are important to gaining clients in your practice areas, make sure you have a good mobile experience on your firm site. Mobile users want to get the information they need quicker and easier. If you’re going to hire a law firm marketing agency for your next web development project, consider using our team to ensure your law firm’s online success.
20. REMARKETING FOR LAW FIRMS
Have you ever visited a company’s website and later noticed the same company’s banner ads on another website, mobile site, or even on Facebook? This is a simple yet effective marketing campaign called remarketing. You can set it up for a very low cost to make sure that your visitors keep coming back. They’ll see more of your pitch before deciding which law firm to represent them.
Now that you’ve been to this page of our site, you may see our ad online on other websites you visit.
Retargeting also supports an important marketing strategy known as brand differentiation. By remarketing your firm across many channels online, you will get more cases by staying top of mind.
Potential clients invest less trust in companies if they’re unfamiliar with them. They’ll build trust in your firm due to its high visibility on all the media channels that they visit daily.
How Much Should Lawyers Spend On Marketing?
Most lawyers want to have a better understanding of how much money they should spend on marketing and advertising. Considering the large budgets that law firms commit to new client acquisition, this is wise. The amount of online advertising spend you should run will vary depending on case type, case value and the practice areas you work in. It also depends on many other variables like total target population and geography.
For lawyers determining marketing budget size, the basic premise is to know what the average new client’s potential value is. Not the one-time value, but also the annual value and lifetime value of this average client. This is important, but understand it’s also going to vary for each practice area. We’ve seen lawyers start out doing family law because there is a higher case volume in that area. You’ll get to bring in a customer for the first time, who will end up using you for another type of case later on, like personal injury, criminal, or business.
Let’s take a look at case values, then we’ll be able to set a goal of how much you want to get new customers for (be realistic). When you start out, you won’t know what your cost per customer acquisition is. It’s something that you’ll need to test and keep experimenting with to improve your cost efficiency.
If a case value is worth $2,500, then you could spend up to $1,000 on advertising to get that case and still make a bit of money. Bring someone new in to do business with you to raise lifetime client value. The referral value of a new customer that came in from your brand’s marketing is fantastic. Especially when you think about the number of referral cases you’ve received from word of mouth from previous clients.
Some attorneys spend a significant amount of their operating budget on advertising (i.e. big personal injury lawyers). Since the value of a new case can be high, marketing investment will pay off if the reward is there. If a lawyer is collecting a 30% fee on a personal injury case, then the value of that potential client could be anywhere from $30,000 to $200,000, or even much higher. The 30% value on a personal injury case at $30,000 is $9,000, and on a $200,000 case at 30% it’s $60,000.
For Criminal cases, the average fee in most cases is between $3,000 to $5,000. To break even on a $3,000 monthly advertising expense, a lawyer needs to get one new customer. With a good sized personal injury case, one settlement could cover advertising for six months or more!
When Digital Logic runs online marketing for attorneys, we build out custom dashboards so there isn’t any guessing on marketing costs or the cost per acquisition. It’s important to use tools like Google Analytics and Call Tracking to measure what your cost per case acquisition is. Then we optimize future campaigns around the target CPA.
A FEW ROAS (RETURN ON AD SPEND) SCENARIOS, JUST USING GOOGLE SEARCH CAMPAIGNS:
Scenario 1: Criminal Attorney
Average Case Value: $5,000
Monthly Ad Spend: $3,000 Web Visits: 1000
Phone Calls: 50
Phone Call Conversion Rate: 5%
New Customers: 2.5
Total Customer Value: $12,500
Return on Ad Spend: 416%
Scenario 2: Personal Injury Lawyer
Monthly Ad Spend: $10,000
Phone Calls: 20
Phone Call Conversion Rate: 5%
New Customers: 1
Total Customer Value: $30,000
Return on Ad Spend 300%
For most lawyers, it doesn’t take a large number of new clients to break even and make a fantastic spread through online marketing. The reason for the elevated costs is that the value of a new client acquisition is generally high. There are sizable investments on personal injury cases where money spent on cases goes into medical bills, travel, or wage losses. This happens even before you reach a settlement.