How to Create a Law Firm Marketing Strategy That Gets Results

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Over 60% of potential clients who reach out to your law firm won’t feel ready to convert for at least three months. Meanwhile, over 60% of marketers find it difficult to generate leads at all. Without a law firm marketing strategy in place, your law firm might not grow.

An effective law firm marketing campaign requires multiple components to ensure you’re reaching potential clients at multiple touchpoints. Then, you can start generating brand awareness, web traffic, and leads.

Not sure how to develop an effective law firm marketing strategy for your firm? Read on for the tips you need to start generating results today. 

Establish Goals

If you want to develop an effective law firm marketing strategy, you first need to outline your goals. Otherwise, you could waste time and money on the wrong marketing strategies. Outlining your goals will help you determine the best tactics to use to achieve success.

Determine what you want to accomplish through your law firm marketing strategy, such as:

  • Generating brand awareness and recognition
  • Improving search engine rankings
  • Generating website traffic
  • Gaining social media followers
  • Boosting engagement
  • Positioning yourself as a thought leader
  • Producing more content
  • Generating form submissions and phone calls
  • Improving your cost-per-acquisition and ROI

Once you determine your goals, consider what digital marketing strategies will help you accomplish each one. Establish goals that are SMART to determine your course of action moving forward.

For example, you might set a goal to generate 15% more unique website visitors through content creation and search engine optimization (SEO). Establish a deadline for each goal and consider what KPI you’ll track. 

Establishing SMART goals can also help you determine where you might need help. For example, you might lack SEO or pay-per-click (PPC) advertising experience. In that case, consider hiring an agency to develop your campaigns for you. 

Gather Audience Research

Establishing a marketing campaign without research could waste your time and money as well. Understanding your target audience can help you use precise targeting. You can also develop personalized messages to forge stronger connections with your clients.

Define your target audience based on demo- and psychographic research, including:

  • Legal needs (personal injury, criminal, estate planning, etc.)
  • Age
  • Gender
  • Location
  • Household income
  • Marital status
  • Career
  • Language
  • Education
  • Hobbies
  • Interests
  • Buying behaviors
  • Online behaviors
  • Pain points

Segment your overall audience into distinct personas. Focusing on smaller audience groups will help you personalize messages for each one. 

Create a Keyword List

During the research stage, make sure to gather keyword research, too. Keyword research will inform your SEO and content creation strategies. 

You can use tools like SEMRush, Google Trends, and Keyword Planner to get started. Look for long-tail keywords (featuring four or more words) or queries phrased as questions. These keywords are more precise, enabling you to determine the search intent. 

Develop Your Brand

It takes over five impressions before clients become aware your brand exists. Meanwhile, 60% of people prefer choosing familiar brands. Make sure to develop your branding before using the rest of these law firm marketing tips.

Your brand guidelines should include your:

  • Mission and vision statements
  • Core values
  • Unique value proposition 
  • Voice
  • Tone
  • Personality
  • Logo
  • Color palette
  • Font styles
  • Image styles

Maintain brand consistency across all marketing platforms to encourage brand awareness and recognition. 

Update Your Website

A slow, outdated website could hurt your entire law firm marketing strategy. Prospective clients might think your firm is behind the times. They might decide to choose one of your competitors instead. 

Meanwhile, a neglected website could also hurt your SEO and PPC marketing efforts.

Make sure your site is fast, mobile-optimized, secure, and user-friendly. You can work with a digital marketing agency to make improvements across your site.

Make sure visitors have multiple ways to contact you through your website, too.

Create Content

Use your keyword research to create content that provides your clients with the help and advice they need. When writing content, make sure to convey EAT: expertise, authority, and trustworthiness.

EAT can help boost your credibility and authority, encouraging prospective clients to trust your firm.


Nearly 70% of all online activities begin with a search engine. 

SEO can help improve your organic search engine rankings. Ranking at the top of search engine result pages will help more clients find your firm online.

You can begin your SEO strategy by optimizing your website content based on your keyword research.

Make sure to claim and optimize your Google Business listing as well. Ask previous clients to post reviews on your profile, too. 

Design Ads

Pay-per-click (PPC) and programmatic advertising can also help you appear in front of prospective clients online.

Use your audience and keyword research to ensure you appear in front of ideal clients. Then, use eye-catching text and display ads to attract them to your brand. When they click on your ad, they’ll reach a landing page on your website. 

Consider working with an experienced advertising agency before using these law firm marketing tips. They can ensure your ads are effective, allowing you to improve your ROI.

Stay Social

Social media marketing can help you engage prospective clients online. Take the time to answer any questions your clients have. Let them know you’re available to help.

Reformat the posts you created for your blog for the social media platforms you use. Then, add a link to the original post to generate website traffic. Generating traffic through social media could benefit your organic rankings. 

Email Often

Add a lead magnet to your website and encourage visitors to subscribe to your email newsletter. Then, use email marketing to nurture your existing leads.

Keep subscribers up-to-date about new laws, news regarding your firm, or your latest blog posts.

Hire Professionals

You don’t have to develop your law firm marketing strategy alone. Instead, consider outsourcing to an experienced digital marketing agency.

While you remain focused on your clients, the agency will ensure your marketing campaigns accomplish your goals, allowing you to grow. 

Drum Up Business: Develop Your Law Firm Marketing Strategy Today

An effective law firm marketing strategy can help your business grow over time. Use these marketing tips to get started. Otherwise, consider hiring an agency this year.

With help from an experienced agency, you can set your firm up for long-term growth.

Eager to get started? We’re happy to help.

Contact us today to learn more. 

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