Digital Marketing for Lawyers – A Detailed Guide

Read this detailed guide for digital marketing for lawyers.


Digital marketing is a powerful tool in building a trusted online presence and lead generation for potential clients. It helps lawyers raise awareness of their firm and generate new business opportunities. According to the recent studies, 97% of people go online to learn more about local businesses. 

Effective digital marketing for lawyers requires a powerful website, well-maintained social media profiles and proper advertising. The following steps include successful digital strategies to help your law practice reach new clients and grow your business.

Plan your marketing framework

For an effective digital marketing, start with planning a detailed strategy. Research which platforms are best for your business model. Furthermore, which strategies will give your law firm the greatest competitive advantage. 

Think in terms of growth frameworks and long-term business objectives. Prepare a well-structured marketing plan that determines the direction of your firm’s campaigns, goals and growth. Afterwards, follow it in order to achieve your desired goals. Review it occasionally and update it, if needed.

Focus on your audience

Consider your past, current and prospective clients to be the key factor for your law firm success. Therefore, your first step should be to discover their interests and their online content interactions.

Research their biggest problems and offer them a solution in order to successfully achieve client engagement. Furthermore, create your ideal buyer persona and align all factors of your firm’s online marketing strategy with it.

Build a professional website

Your law firm needs to have a powerful website in order to compete in the legal market. Therefore, your website should serve as the foundation of your online marketing efforts. Moreover, it will probably be the first place your potential clients will visit to collect information about your legal practice. Therefore, it should be an accurate reflection of your law firm, its practices and values.

For a start, provide basic information about your services. However, include special offers and high-quality content for your audience. Develop your website around your target audience in order to deliver the best return on investment. Besides high-quality content, provide satisfying user experience and don’t forget to make your website mobile-friendly.

Include SEO in digital marketing for lawyers.

Utilize SEO effectively

Search Engine Optimization is an essential part of any effective online marketing strategy for lawyers. SEO is the process of growing the quality and quantity of traffic to your website. This process is done by improving your website rankings on search engines.

It generates traffic to your website by allowing visitors to find your firm easily when searching online. Hence, the better your website’s SEO, the higher your website will appear in search results. This step is one of the best ways to draw in new website visitors and turn them into clients.

SEO strategy is primarily based on keyword research. It is a process of identifying what terms your target audience is using to search for law firms like yours. There are multiple keyword tools, based on the number of generated searches per month and their competitiveness.

Using these keywords strategically throughout your site will increase your chances of ranking in the search engines. Furthermore, it will increase your visibility and the chance you’ll attract clients.

The other effective SEO strategy is categorizing your website to make it easier for search. This is essential for legal practices that offer different services so that clients can easily navigate to desired topic. Moreover, optimizing your individual pages can make it easier for search engines to read. This includes optimizing images, text, video, HTML tags and more.

Include social media marketing

The biggest social media advantage is your connection with a potential client before they step into your office. Furthermore, it can be used to build your law firm’s brand, drive website traffic and increase leads. That involves publishing quality content, engaging with your audience and analyzing your results.

Social media marketing for lawyers involves creating company profiles on top social media networks. This includes platforms such as LinkedIn, Facebook, Twitter and Instagram. Once you’ve established your law firm’s online presence, consistently post engaging content and interact with your audience. That way you will build trust, grow your social media following and attract more potential clients.

Practice content marketing

Publishing relevant, high-quality information is an excellent way to show your expertise and position your firm as an authority. This is essential if you want people to trust you with their legal issues. Quality content function as a communication channel and will ultimately strengthen your relationship with your clients.

Content marketing includes blog articles, e-books, webinars, guides, quizzes, videos, podcasts etc. Whatever you choose, focus on creating detailed and educational content customized for your audience. You can use a variety of mediums to help your audience learn more about how can you help them.

Engage in email marketing

Email marketing is another effective internet marketing tactics to promote your law business. You can reach out to your users by asking them to subscribe to your website. In addition, you can ask for their email address in exchange for relevant content.

Email marketing is still useful way to communicate business or maintain your law firm’s online presence. Hence, practice a weekly or monthly newsletter to stay in touch with your audience. Furthermore, create your content in form of personalized emails with lots of useful information.

Consider emailing in digital marketing for lawyers.

Try search engine marketing

SEM also referred to as online advertising, pay-per-click (PPC) or paid search. SEM is an effective method of delivering quality traffic and leads to your law firms’ website. It involves paid advertisements to increase your law firm’s visibility and attract new clients. Every time a user clicks on your ad, you pay a certain fee amount.

Unlike SEO, that can take several months to pay off, PPC starts generating leads right away. In the other hand, PPC is more expensive but provides faster results and lots of insightful data in the process. When used correctly, paid search can multiply the results of your online marketing campaigns. 

Google and LinkedIn are the best channels for lawyer advertising. Lastly, consider paid ads to improve your digital marketing efforts. Paid ads help you target specific audiences and allow you to quickly gather client insights.

Organize live Webinars

80% of law firms are using webinars as a part of their online marketing strategy. They are the ideal tool for establishing your law firm as a leader in your field of practice. Webinars give you the opportunity to speak directly with your potential clients. However, they require detailed preparations.

When planning a webinar, focus on your firm’s practice areas and expertise. Moreover, have in mind your business goals and core strengths. Prepare lots of valuable information to share with your audience while presenting your expertise.

To get started, determine your target audience and your webinar topic. Create a landing page and promote it through email, social media, website and other online marketing channels. Consider inviting a guest speaker to enhance referrals.  

Use a webinar platform such as GoToMeetingAdobe Connect or Zoom for hosting the webinar. Generate leads by preparing a lead generation funnel and a lead nurturing strategy for your attendees.

Analyze & Improve

Digital marketing for lawyers includes one final step. In a constantly changing business landscape, it’s important to measure online marketing success as efficiently as possible. That way you will gain deeper insights in effectiveness of your online activity. Furthermore, you will know when and how to change and optimize your strategies in order to continue progressing.


In today’s digitally connected world, if you want your law firm to remain competitive, you have to be present online. By following these steps, you can easily improve your digital marketing strategies and generate more leads for your law firm.

Start with SEO, PPC, social media and content marketing to support all of your future marketing efforts. In addition, access key data and use them to optimize your online marketing campaigns. Use all the benefits of the digital world that can improve your law business in order to grow your practice.

Digital marketing is an important part of your business strategy.

Start planning your marketing strategy and contact us today.

Fill in the application form below and schedule a consultation with us!

Comments are closed.