Attorney Marketing: 14 Ideas For 2025

Promoting your law firm services is a full-time job – one that you may not have all the time and resources for. While you can manage all aspects on your own or with a team, it can get overwhelming and lead to poor results. 

In this guide, we’ll discuss everything there is to know about law firm marketing and how law firms can get better results from each strategy. 

What is Law Firm Marketing?

Law firm marketing is the practice of promoting your legal services to achieve brand awareness and attract potential clients. Some law firms use traditional marketing (print ads, billboards, referrals) while others use digital marketing (social media marketing, Google ads, content marketing). 

Why Should Law Firms Hire A Marketing Agency?

Law firms should hire a marketing agency to get the best results from their online marketing campaigns. These agencies have years of experience in using a tailored law firm marketing plan for each client.

Common Marketing Terms You Should Know

To better understand how law firm marketing works, here are some common terms that you should familiarize yourself with:

• Search engine optimization (SEO) – The process of improving your website’s visibility and ranking on search engine results pages (SERPs) like Google
• Keywords – Words or phrases that people use to find something on search engines
• Pay-per-click (PPC) – Is a digital advertising model where advertisers pay every time someone clicks on their ads
• Leads – People that interact and show interest in your business (filling out a contact form, subscribing to a newsletter, etc.)
• Traffic – The number of people who visit your website during a specific period of time
• Engagement – Measures the time, clicks, and interactions of your website visitors
• Conversions – When website visitors take the action that is asked of them
• Return on Investment (ROI) – A metric used to evaluate profit (or loss) from a marketing campaign
• Google Business Profile – A free tool to list businesses and manage its online presence
• Link Building – The process of getting other websites to link to yours
• Call-to-action (CTA) – A direct instruction telling your audience what you want them to do

How Is Digital Law Firm Marketing Different From Traditional Marketing?

Digital law firm marketing is different from traditional marketing in the following ways:

Marketing Method	Reach	Measurability	Cost	Targeting
Traditional	Limited to geographic area	Hard to track ROI and campaign performance	Higher upfront costs	Broad audience reach
Digital	Global potential	Many tools to track website traffic, conversions, and ROI	Lower upfront costs	Precise targeting

Things To Do Before Your Start Your Legal Marketing Campaigns

Before diving into marketing tactics, you need to make sure that these things are taken care of first:

1. Set a marketing budget

Whether you’re a small law firm or a big one, you will need to have a clear, detailed marketing budget. To create a budget that works, you can:

• Assess your marketing goal and how you want to achieve it (SEO, PPC, etc.)
• Follow industry standards that show law firms invest at least 2 percent (up to 18 percent) of their revenue in marketing.
• Allocate a budget for each marketing channel that you are planning to use.
• Use data to analyze your marketing performance and maximize ROI.

2. Identify your audience

A successful marketing campaign relies on knowing who your target audience is. Create a customer profile to understand who needs your legal services and create your marketing content with this in mind.

Ask yourself these questions about your ideal audience:

• What specific legal battles are they facing?
• What is their demographic?
• How do they look for legal advice?
• What are their expectations from a law firm?

3. Conduct keyword research

To carry out an effective law firm SEO campaign, you need to do keyword research. You can use free tools like Google Keyword Planner or paid ones like Ahrefs to get data on what keywords people are using to find a law practice like yours online.

Some things to remember when looking for keywords:

• Only use keywords that are relevant to your law firm’s services.
• Target keywords with low to medium difficulty, or those with high-volume search but low to medium competition.
• Include keywords with buying intent, which are words or phrases that indicate that the person searching is in the buying stage of the customer journey (i.e., personal injury lawyer near me, best divorce lawyer in Los Angeles, family lawyer cost, etc.)

4. Decide on your brand

Choose a brand that resonates with your law firm and what you stand for. From imagery, logo, text, and colors, your branding should be consistent with your firm’s message and should look the same across all your online platforms. 

The website of Austin-based personal injury law firm Hendler Flores Law is a great example of memorable and thoughtful branding.

Ways You Can Promote Your Law Firm Services Online

There’s no one way to get new clients for your law firm. Here are the many ways of promoting your firm online:

1. Ideate and execute an SEO strategy

Be in front of prospective clients in search engine results pages (SERPs) with a strong SEO strategy. This means your law firm’s website should rank on the first page of Google for your target keywords (i.e., personal injury attorney in Florida, divorce lawyer near me, etc.). 

2. Build an optimized law firm website

Your website should not only hold the attention of your target audience, but should be optimized for search engines like Google so it ranks on SERPs and gets discovered by people looking for lawyers online. 

Make sure to incorporate your firm’s target keywords on your website’s home page, making sure to use local search terms to help your firm standout, like what HagEstad Law did with their site.

Other aspects to focus on in website optimization are creating optimized content, improving website speed and structure, and making sure your site performs optimally on mobile devices. 

You can study and implement SEO best practices or hire a web design agency to take care of this for you.

3. Get measurable results with paid ads (PPC)

Pay-per-click (PPC) ads work well alongside SEO to generate leads and boost online visibility. 

Some pointers in creating PPC ads are:

• Use relevant keywords. Your keywords should match the service or practice areas you are advertising.
• Use long-tail keywords. More specific keywords like “injury lawyer in Miami” might be more effective than just “injury lawyer”.
• Use clear and concise language with a strong call-to-action (CTA). Speak in simple words and have one compelling CTA.
• Create a conversion-focused and fast landing page. Your landing page should load fast and should be optimized for conversions.
• Perform A/B testing. Create two different versions of your ads to test which one performs better.
• Track ad performance. Monitor how your ads are performing to learn what strategies are bringing results.

4. Grow your social media profiles

If you haven’t done so, you’ll need to align your branding and marketing campaigns with your social media profiles. 

Choose one or two platforms (LinkedIn, Facebook, Instagram, TikTok, etc.) and come up with your social media marketing strategy. Make a content calendar to ensure you have fresh content offering free, valuable information to educate and attract potential clients.

Some ideas for social media posts include legal advice and information, guides, explainers, case studies, company updates and events, and actual case achievements like this one for Gray Injury Law.

5. Publish engaging, helpful content

You don’t want to tire your audience by always advertising your law firm. Writing helpful articles and guides that teach people how to navigate legal situations like filing an injury claim or hiring a divorce lawyer are great ways for lawyers to build trust with people. 

This blog post about dog laws in New York is an example of quality content that is relevant to the firm’s audience. 

Using a law firm blog to connect with potential clients helps ‌establish your desire to help and demonstrate your expertise, which helps attract quality leads.

6. Start a link-building campaign

Link building is the process of acquiring backlinks from reputable websites to boost your site’s credibility and visibility. Getting high-quality links for your site shows Google your site is trustworthy and an authority in your industry. 

There are many steps to get other sites to link back to yours, but some of the most common methods include:

• Write a guest post for a blog or get interviewed on a podcast
• Publish shareable, relevant content that people want to link to
• Claim unlinked mentions of your law firm on the web
• List your firm in legal directories

Link building for law firms can take time and involve different approaches, but remember to focus on getting quality links from reputable websites (quality) rather than getting any link as long as it adds to your link profile (quantity).

7. Create and optimize your Google Business Profile

Creating a Google Business Profile for your law firm is essential to the success of your local SEO campaign. Your GBP listing boosts your presence in your area and tailors your reach to people looking for lawyers near you. 

Having an optimized profile can help place your law firm in the local 3-pack, which are the first three businesses that appear on Google Maps for location-based queries. For instance, searching for “Florida divorce lawyer” shows the local 3-pack like this:

Google Business Profiles also show your overall online review ratings, which means getting positive testimonials from past clients is important.

8. Check your website’s technical SEO performance

Your website should have technical SEO optimization to ensure that visitors get the best user experience and are able to navigate your site with ease. 

Some ways to check and improve your site’s technical SEO include:

• Do a technical SEO audit
• Optimize your site for mobile devices
• Improve website speed
• Check for broken links
• Check for duplicate content

If you’re not sure how to do these steps, it’s best to hire a web developer or web design agency to make sure your site’s technical SEO is at its best.

9. Experiment with video content

Video is now becoming a preferred way for people to consume content. As lawyers, video marketing can put a face to your firm’s name and help you connect better with your audience.

Choose a platform where you’ll be uploading your videos (YouTube, Facebook, Instagram, TikTok) and get started with shooting and production. 

No matter the platform, you can create the following videos:

• Explainer videos. Give a detailed explanation of a legal process like divorce or adoption.
• Guides and tutorials. Provide a step-by-step guide on how to go through a legal situation.
• Q&A videos. Answer questions from your audience. 
• Interviews. Share videos of your interviews on TV or digital media.
• Client reviews and testimonials
• Funny skits

Remember that these videos should offer value to your viewers and not just a promotion for your legal practice. 

10. Try Local Services Ads

Local Services Ads (LSAs) are like regular ads on Google search pages. However, they appear at the top of the search results, above both local search ads and standard Google ads. 

Legal practice ads display the lawyer’s contact information, headshot, business address, business hours, review score, and years in business, as well as a link for mobile device users to call the firm. 

Instead of paying every time someone clicks on your ad, you only pay for LSAs when someone calls your law firm (pay-per-lead). These types of ads attract new leads that are ready to talk to a lawyer at that particular moment. 

It’s important to note that you won’t be able to target keywords with Local Services Ads. Google decides whether or not the ad is relevant to the person searching for the business.

While LSAs have limitations, the pay-per-lead model can be a cost-efficient way to boost lead generation and conversion rates. 

11. Manage your online reviews

Reviews are important for local businesses when it comes to local SEO performance. The more reviews a business has, the higher it’s likely to rank in local search results.

Here are some ways that your law firm can get more reviews, especially on Google:

• Ask for reviews. As long as you’re not incentivizing reviews, it’s okay to ask past clients for reviews.
• Make it easy for people to leave a review. Allow clients to leave reviews via different methods like email, text messaging, in-person, or social media.
• Respond to all reviews. Write a professional response to all reviews, whether they are negative or positive.
• Track and manage your reviews. Create a system for monitoring, tracking, and responding to new reviews.
• Improve your firm’s customer service. Ensure that you’re providing the best possible client experience to get positive reviews.

12. List your firm in legal directories

Legal directories help with SEO and building your website’s backlink profile. These directories allow lawyers to create a profile with information about their practice area, educational background, law firm address, phone number, and website. 

Some great law firm directories are:

1. HG.org
2. Lawyers.com
3. Avvo
4. Nolo
5. Lawyer.com
6. Justia
7. FindLaw
8. Martindale
9. SuperLawyers
10. LawTally

When you have a profile on these websites, you are expanding your reach and giving people more platforms to find your firm outside of your website and Google search.

13. Start and maintain engaging email marketing campaigns

Email marketing continues to be a strong method of nurturing your firm’s client base. You can use it to communicate with leads and keep in touch with current or previous clients. 

Some basic steps to start an email marketing campaign are:

• Sign up for email marketing tools like GetResponse or MailChimp.
• Build email forms on your website. Add pop-ups or sections on your website where people can sign up for a newsletter or download a free resource in exchange for their email address.
• Group your subscribers. To tailor the content they receive, it’s important to segment subscribers according to a certain category (i.e., leads, new clients, current clients, past clients, etc.)
• Create content to engage your subscribers. Build personalized email sequences that send automatically to your subscribers to keep them engaged.
• Monitor and track your email conversions. Use the analytics tool in your email marketing software to find data on which campaigns have conversions.

14. Track the performance of your marketing efforts

Learn how effective your marketing campaigns are with tools like Google Analytics (for website traffic), Ahrefs (SEO), and TrackRight (Local SEO).

Gathering data from your marketing activities is crucial in making sound decisions for your campaigns. 

Achieve Your Marketing Goals Faster With Law Firm Marketing Experts

You don’t have to figure out everything on your own. Get leads and customers for your law firm with our help. Contact us today for a free consultation.