Digital Marketing for Lawyers: Comprehensive Guide

Mastering digital marketing for lawyers isn't easy. The good news is that you don't have to navigate this journey on your own. Our  law firm marketing experts at Grow Law Firm have prepared a full comprehensive guide on what digital marketing for lawyers is and how to do it right. Our aim here is to help you get started on a long way to digital excellence.

Law firm growth strategies discussed here that can be adapted to suit any sized practice, from large law firms to solo practitioners. We are professionals with over a decade of experience in growing different law firms and our digital marketing solutions can definitely help you achieve business and marketing goals.

What Is Digital Marketing for Lawyers?

Digital marketing for lawyers is all about leveraging proven search engine optimization techniques and innovative digital marketing strategies to make your law firm and website more visible online. This involves a comprehensive set of practices designed to attract new clients, nurture relationships with existing ones, encourage repeat business, and expand your reach within the digital ecosystem.

Best Law Firm Digital Marketing Strategies

Legal digital marketing encompasses a vast array of strategies. Here, at Grow Law firm, we know how to make them work together and bring in results. Here are the most effective marketing tactics that will facilitate your law firm online growth, like it did for many of our clients:

• Set clear goals
• Know your audience
• Optimize your website
• Focus on SEO
• Start a PPC campaign
• Write useful content
• Engage potential clients on social media
• Build a backlink portfolio
• Start an email marketing campaign
• Facilitate client reviews

Here's Sasha Berson talking about how to succeed in digital marketing for lawyers.

1. Research Your Audience

Before you dive into creating content and advertising, it’s crucial to know where your law firm clients are coming from and which digital marketing channels are working for you. For example:

• Personal injury lawyers often find their clients through local organic searches that lead people to their accident blog, helping them rank higher on search engine results pages.
• Divorce lawyers might get case requests by actively engaging in community support groups online and answering common questions.
• Employment lawyers could see a steady flow of clients from their LinkedIn presence, where they share insights and case results.

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Pro Tip: Always ask new clients, “How did you hear about us?” It’s a simple question, but it can reveal valuable insights into which channels are bringing in the most leads, helping you focus your efforts where they count the most.

2. Build a High-Performance Website

The goal of most marketing strategies, whether traditional or digital, is to drive potential clients to your law firm website and boost your website's organic web traffic. Your law firm’s website is often the first impression potential clients get, and it can make or break their decision to stay or head over to a competitor. A modern, fast-loading, and user-friendly website is essential. Outdated fonts, clunky graphics, and slow load times can cause visitors to bounce within seconds. Keep it clean, current, and easy to navigate to turn those clicks into clients.

Mobile: The Preferred Way to Connect with Brands

Did you know that over half of all internet traffic now originates from mobile devices? According to Statista, mobile device traffic accounted for over 58% of all global traffic in Q2 of 2022.

To increase the chances of mobile clients contacting your company, you must thoroughly test your law firm website to ensure that it is mobile-friendly. If it is not, users will struggle to connect with your brand or soak up your great online content when browsing from their mobile devices.

Optimize Design for Conversions

Conversion rate optimization, more commonly known as CRO, is the process of making good use of leads generated through your other efforts. CRO involves capturing contact info from prospects and developing a process for following up with these potential clients in order to draw them deeper into the sales funnel. Without CRO, your lead generation tactics will not make a meaningful impact on your business.

3. Focus on Search Engine Optimization

Lawyer SEO is essential for enhancing your online presence and attracting new clients. Optimizing your website with targeted SEO strategies, you can ensure it ranks high in search results, making it easier for potential clients to find you when they seek legal advice or representation. Answer common legal questions on your website to further boost your visibility, positioning you as a helpful resource. Effective SEO services for lawyers not only improve your chances of being found but also help establish your credibility, setting you apart from competitors.

Actionable SEO Tips for Lawyers

SEO is an ongoing process that requires time and patience. Our tips here are focused on helping you get started. Keeping that in mind, here are a few quick SEO fixes you can apply to your website:

• Make good use of you focus keywords in content and on service pages
• Research the competition and adopt strategies that work
• Check if you are doing lead qualification right for better analysis
• Keep your messaging in line
• Check if your content is useful and well-structured
• Make sure all your meta data is in order
• Check your internal link structure for mistakes and errors

However, probably one of the most important and effective tips is to look for an outside help. Sure, you can learn how to do it all yourself, but it will take away valuable tie you could have spent refining your practice and helpimg your clients win cases. SEO agencies, like Grow Law Firm, have the know-how and teams to get you on top of Google quicker and more efficient than DIY marketing approach.

4. Utilize Pay per Click (PPC) Advertising

If there is such a thing as a “firehose” in law firm lead generation, it is PPC and paid ad campaigns. Lawyer PPC services can help to generate leads much faster than organic content, because ads go straight to the top of search results. Overnight, your website can be in front of thousands of potential clients.

The biggest downside of PPC advertising is that once you turn off your funding, the leads go away. Paid ads can be quite expensive, depending on the types of cases you are targeting. For example such keywords as "elder neglect attorney" cost $82 per click, or "car accident lawyer" - $40 per click. Depending on how well the ads perform, a lawyer may sign up only a handful of cases from many clicks. 

Tips for Running a Successful Lawyer PPC Campaign

If you want to set the stage for a successful PPC campaign marketing strategy, we suggest that you:

• Target budget-friendly long-tail keywords
• Closely monitor traffic volume
• Be willing to pivot to other target keywords
• Support your PPC efforts with SEO
• Monitor Google Analytics for success

5. Drive Leads with Content Marketing

Every piece of content that you publish on your website, blog, and third-party websites is an opportunity to drive new traffic to your website and bring in new leads to your law firm. Content marketing is directly linked to search engine optimization. 

Watching your competitors is crucial for a solid content marketing startegy. How they use keywords, the amount of words they have, their text structure - you need to analyse all of it. If your posts are significantly different from top SERP results Google is more likely to place your content lower.

Organization of your attorneys website content is also important. Using headers, paragraph breaks, bullets, and images can make your content more readable. This helps with search engines, as well as your website user experience (UX).

Tips for Lawyer Content Marketing Success

Content strategy usually comes down to consistency, time, and having the right team of writers in place. If you produce your content in-house, hire writers who:

• Fully understand your scope of work and can explain it simply to people without a legal background (your website visitors) 
• Are able to meet deadlines 
• Produce high-quality content that requires minimal editing

You can also hire an outsie law firm amrketing company to help you create content that is both useful for readers and optimized for search engines. Team of experienced and knowledgeable outside writers can accelerate your content marketing, while letting you work on your legal practice.

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6. Pay Attention to Social Media

Social media marketing for attorneys is an essential component of online marketing that continues to grow in importance. Lawyers can use social media posts in different ways, including sharing information, participating in groups, and engaging directly with members of the community. With social media you can widen your reach, drive more traffic to your website and be always in the preifery of your potential clients.

Tips for Success on Social Media

Start with auditing your social media platforms. Most law firms have social media accounts on Facebook, Twitter, Linkedin, and Instagram. Law firms should implement the following social media best practices:

• Publish regularly: all social media content is time-stamped, posting content regularly and consistently - at least several times a week - is advisable. 
• Interact with your social media audience: Engaging with your social media audience drives your law firm's brand awareness. For example, if you positively interact with online audiences, they will think of you when they need legal services. 
• Create unique content that offers value: Whether you are creating videos or publishing blogs, focus on meaningful, educational, unique content that people want to share. Also, commentary and analysis of news events can be beneficial for all practice areas.
• Use humor only occasionally - and carefully: Remember your target audience is potential clients, not necessarily your colleagues or friends. Humor can be valuable from time to time but should be used sparingly, light-heartedly, and never at anyone's expense.

7. Build A Quality Backlink Portfolio

Off-page SEO is the other side of SEO work we talked about earlier. Here people are finding you not through search egines, but by reading other people's content. Acquiring backlings via guest posts, buying domains or simply providing great content other people will link to - are all valid ways of building quality links.

Well-executed offsite attorney digital marketing strategies will establish your law firm as an authority. When reputable websites reference your content, Google and other search engines will view your page as a reliable and reputable source of information.

8. Start an Email Marketing Campaign

It can be all too easy to overlook email marketing for lawyers and get distracted by modern online marketing strategy tools. While the latest tools and strategies are an important part of building your brand, so is email marketing.

Email marketing campaigns provide a simple and effective way to stay in touch with clients. With customer relationship management tools, you can create custom email lists, send out automated messages to clients, and build trust between your practice and its target audience. You can use email marketing to follow up with past clients, wish customers a happy birthday, or encourage recent site visitors to schedule a consultation with your firm.

9. Get More Reviews From Your Clients

One of the most essential strategies for nationwide and local law firms is to have positive online reviews on lawyer review sites and different directories. They serve as a powerful form of social proof and a very effective marketing tool. The vast majority (93%) of customers won't make a purchase until they have read reviews, and 58% state that they would travel further or pay more to work with a highly reviewed business.

The question, then, is this: How can you acquire more Google lawyer reviews from your client base and get them in front of other prospective clients? The answer is simple enough: All you have to do is ask. As you are wrapping things up with a client who had a good experience with your firm, ask them to leave a review on Google or the platform of your choosing.

10. Find New Platforms For Law Firm Promotion

Lawyers often come to us believing that SEO is the key to their success on the internet. While SEO is one essential ingredient, successful firms do far more than just have an optimized website. Online marketing provides numerous unique ways a lawyer can market their law firm: 

• Being listed in online legal directories like Avvo and Lawyers.com
• Publishing articles on legal information websites like HG.org
• Obtaining reviews on online business directories like Yelp
• Using organic search engine optimization to channel traffic to a law firm's website
• Generating more leads from local SEO and Google ads
• Being listed on local neighborhood directories like Patch
• Publishing press releases highlighting attorney achievements and awards
• Posting social media feed posts and paid ads
• Using pay-per-click ads to target clients
• Offering resources like E-books and white papers.

11. Enhance Customer Experience

Website marketing for attorneys is essential for reaching potential clients and establishing a strong presence in the legal industry. By implementing effective online strategies, law firms can ensure a seamless transition from initial website visitor to retained client. Optimizing your law firm's website for search engines enhances visibility and makes it easier for potential clients to find your services.

Providing multiple communication options, such as email, phone, and video conferencing, meets client expectations and reduces friction in their search for legal assistance. A positive online experience fosters trust and confidence, increasing the likelihood of positive reviews, referrals, and repeat business. In a competitive market, a well-executed digital strategy is key to standing out and growing your client base.

12. Build Trust for Your Law Firm

Attorneys who invest in legal content creation can significantly enhance their practice's visibility and credibility. By utilizing EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) principles in online marketing for law firms, you can position your firm as a trusted source for legal services.

Discussing relevant topics and recent developments on lawyer blogs or third-party forums demonstrates your industry expertise and makes your firm a go-to resource for those seeking legal guidance. Potential clients will have a positive impression of your abilities before even contacting you, increasing the likelihood of earning their business. To build trust, incorporate citations from case law, state statutes, or relevant news articles, solidifying your firm's authority and reputation in the competitive legal market.

How Much Should Lawyers Spend on Digital Marketing

You can expect to spend about 7% to 8% of your gross revenue on advertising in order to make a meaningful impact on your business with internet marketing efforts. However, this number will vary depending on your practice area, the size of your firm, and the competitiveness of your market. Spending less than 7% on law firm digital marketing might not significantly enhance revenue, while allocating too much of your revenue to online advertising can diminish your return on investment.

Newly established “start-up” law firms are likely to spend more on marketing than law firms that have been in business for 20 years or more. 

With a multi-pronged digital marketing approach that is measurable, you will be able to see where you can get your best “bang for your buck.”

What Is a Good ROI for Attorney Internet Marketing

In ideal circumstances, you might see a return of up to 1000% on your digital advertising efforts, although 500% is more common. Keep in mind that the cost of acquiring a client will vary based on how you acquired them, market conditions, and your practice area.

For instance, let's say that you recently acquired 10 more clients via a targeted PPC advertising campaign, using digital ads with competitive keywords, and targeting online leads. The campaign cost you $2000 and ran for one month. In this scenario, all 10 clients clicked on your PPC ad after searching for the type of services you offer. They subsequently contacted your firm via your on-page contact form and hired you to resolve their legal issues.

In this example, your per-client acquisition costs were $200. Let's assume that you made $20,000 in total profit from these clients. As such, your ROI would be 1000%.

While an exact calculation for your ROI would require you to account for a few other variables, including payroll and other operating expenses, this example provides a basic framework for calculating the ROI of your online marketing efforts.

Common Lawyer Marketing Mistakes 

Avoid these common lawyer marketing mistakes that prevent potential clients from finding you on search engines. In this section, we are sharing solutions and digital marketing tips to help you stand out and attract more business.

1. You Do Not Know What Your Clients Really Want

Lawyers often struggle to convert potential clients if they don’t effectively connect with their target audience. Many don’t realize that clients are seeking someone who can guide them through some of the most challenging and complex legal situations of their lives.

— Solution

Video testimonials from past clients can be powerful tools to demonstrate your empathy and success in handling similar cases, helping to attract quality leads. Additionally, video FAQs can address common concerns, making prospects more informed and engaged, leading to higher-quality leads when they reach out for a consultation.

2. You Stick to Traditional Marketing Methods

Years ago, phone book advertising was effective because everyone had one at home, but with the decline of landlines, phone books have become obsolete. Today, Google is the primary starting point for potential clients seeking legal services. Online marketing for firms is now essential, offering cost-effective and powerful digital marketing strategies that build trust with clients even before they reach out.

Besides being more cost-effective, digital marketing can be more effective than traditional marketing in that it can build trust with clients even before an initial consultation. 

A prospective client who spends hours exploring your website, social media profiles, Facebook page, and YouTube channel will have a much deeper understanding of your firm compared to one who only sees traditional ads.

— Solution

Many firms can generate cases solely through digital channels. Using a mix of internet marketing tactics, including social media marketing and search engine optimization, law firms can effectively attract and convert quality leads, depending on their location and competition.

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3. You Underestimate the Power of Online Reviews 

Think about your own experiences as a consumer—whether you're looking up reviews for a movie, restaurant, or product on Amazon, reviews play a significant role in decision-making. Even if you rarely write reviews, you've probably read them before choosing a product, service, or business.

An estimated 93% of customers read online reviews before making a purchase or contacting a business. Positive reviews not only build trust but also enhance your local SEO, making it easier to attract clients through your digital marketing efforts.

— Solution

Many law firms can benefit from developing a structured process to request reviews from clients at the end of their case. When you sign up a new client, inform them that you'll request feedback after their legal matter is resolved. This proactive approach encourages clients to address concerns directly, reducing the likelihood of negative reviews.

Tip: To keep your marketing efforts up to date, monitor review sites regularly and respond thoughtfully. Acknowledging both positive and negative reviews can strengthen your online presence and reflect well on your brand.

4. You Are Not Investing in Professional Website Design 

Neglecting professional website design is a common mistake that can significantly impact a law firm’s ability to attract clients. A poorly designed or outdated law firm's website can hurt online visibility, create a negative impression, and reduce user engagement. Many law firms underestimate the importance of having a modern, user-friendly site that showcases high-quality content and services.

— Solution

Invest in professional website marketing for law firms. Ensure your site is visually appealing, easy to navigate, and mobile-friendly. Create high-quality content that addresses potential clients' concerns and showcases your expertise. Regularly update your website to maintain strong online visibility and provide a seamless user experience that converts visitors into clients.

5. You Are Inconsistent in Your Digital Marketing Strategy 

Reaching page one on search engines like Google is an accomplishment, but staying there requires consistent effort. Many law firms make the mistake of relaxing their digital marketing for law firms once they achieve top rankings, giving competitors the chance to catch up. To maintain your position and attract potential clients, it’s essential to keep your marketing strategies active.

— Solution

Consistency is key. Regularly update your website with fresh content, optimize on-page and off-page SEO, and implement effective local SEO strategies. Continuously monitor traffic, rankings, and other digital marketing metrics. Follow each campaign with another, using insights from previous efforts to refine and enhance your approach. This ongoing effort will help sustain your visibility and keep potential clients engaged.

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Grow Your Legal Practice with Effective Law Firm Digital Marketing

If you're ready to get started with a digital marketing strategy or scale up your existing efforts, the professional legal marketing experts at Grow Law Firm can help you with competitive-grade law firm SEO services, website design, social media marketing, PPC ads, and everything else. 

Our law digital marketing company specializes in helping law firms with online marketing and SEO strategies. We can help your law practice realize the full potential of online marketing for lawyers - as cost-effectively as possible. You can arrange a free marketing audit and talk to one of our knowledgeable legal marketing professionals.

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