Law Firm Marketing: How to Grow Your Legal Practice This Year

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About 65% of businesses, including law firms, are struggling to generate website traffic and leads. Meanwhile, 80% of the leads you do generate won’t convert. Without a strong law firm marketing strategy, your firm won’t grow.

Here are a few effective law firm marketing tips that can help you reach potential clients this year. With these results-driven strategies, you can generate more leads and help more clients. In time, your firm can experience lasting growth.

Get ready to get leagues ahead of the competition with these law firm marketing tips today!

Establish Goals

In order to develop an effective law firm marketing strategy, you first need to outline your goals. Otherwise, you won’t choose the right marketing tactics to accomplish those goals.

Think about the marketing challenges you’ve experienced in the past year. For example, some firms struggle to innovate, engage clients in real-time, and create cohesive online journeys. You might also want to prioritize:

  • Building brand awareness and recognition
  • Generating website traffic
  • Improving search engine rankings
  • Gaining more social media followers
  • Generating more leads
  • Booking more consultation appointments
  • Establishing your authority and credibility
  • Improving your cost-per-acquisition and ROI

Outline goals that are SMART along with a key performance indicator for each goal.

For example, maybe you want to generate 15% more traffic each month using optimized blog posts. You can track unique website visitors, bounce rates, and dwell times.

Establishing goals and KPIs will help you track your progress along the way. If you’re struggling to accomplish your goals, you’ll know it’s time to adjust your strategy. 

Research Your Audience

You should also gather audience and keyword research before developing your law firm marketing campaign. Otherwise, you might make costly assumptions, which could waste your time and money.

First, determine who your clients are based on demographics and psychographics. For example, you might segment your clients into personas based on:

  • Age
  • Location
  • Gender
  • Household income
  • Education
  • Marital status
  • Language
  • Career
  • Pain points
  • Buying behaviors
  • Interests
  • Hobbies

You might also want to group clients based on the legal services they need.

Creating distinct personas will enable you to gather more accurate keyword research. It can also help you create personalized content for each group. Personalization will help you forge stronger, deeper emotional connections with clients.

Potential clients will recognize that you understand the problems they’re facing. They might lean on you for help as a result.

Use tools like SEMRush, Keyword Planner, and Google Trends to gather keyword research. Choose long-tail keywords that include four or more words. These keywords are more precise, allowing you to better understand the reader’s needs. 

Develop Your Brand

It can take multiple impressions in front of a client before they realize your law firm exists. Without a distinct brand, they might confuse your firm for another. Before going live with a law firm marketing campaign, develop your brand.

Your brand includes your:

  • Mission statement
  • Vision statement
  • Logo
  • Color palette
  • Imagery styles
  • Font styles
  • Voice
  • Tone
  • Personality

As you use the rest of these steps, ensure brand consistency across all platforms. Keeping your visual branding consistent will help awareness grow into recognition. 

The next time someone needs legal services, they might recall your law firm’s brand. 

Update Your Website

You could also struggle to use these law firm marketing tips if your site is old and outdated. Your website will market your law firm 24/7, even if you’re unavailable.

Run your URL through Google’s Mobile-Friendly Test, PageSpeed Insights, and Core Web Vitals.

Make sure your site is secure, fast, mobile-optimized, and user-friendly. If it’s not, your organic rankings might drop. Potential clients might struggle to find you during online searches.

You could also struggle to generate leads. Create more than one conversion opportunity on your website. 

Create Content

Content marketing can help you demonstrate your legal experience and expertise. Potential clients might feel more inclined to trust your brand after reading your content. 

In fact, content is three times more efficient for lead generation than outbound strategies. Over 70% of companies say content generates leads. 

Use your keyword research to determine what topics to cover in your posts. Diversify your content creation strategy with:

  • Articles
  • eBooks
  • Case studies
  • Webinars
  • White papers
  • Quizzes
  • Polls
  • Lists
  • Forms
  • Videos

You can also reformat one post into another. For example, you can combine a series of articles into an eBook. You can turn an old article into an eye-catching infographic, too.

Develop a content distribution strategy to ensure clients can find your posts online. 


Search engine optimization (SEO) can help potential clients find your blog posts on search engine result pages (SERPs). Improving your organic Google rankings can help you generate more web traffic. It will also ensure clients find your website before another law firm’s.

You can work with an experienced law firm marketing agency to start developing your SEO strategy.

Otherwise, use your keyword research to optimize your posts. Claim and optimize your Google Business listing, too. 

Design PPC Ads

You can use digital pay-per-click (PPC) ads to appear as potential clients look for legal services online. Use both text and display ads.

Create a remarketing campaign to reappear in front of previous website visitors, too. 

Get on Social Media

You can reformat your blog posts for the social media platforms your clients frequent.

Try hosting live Q&A sessions to engage your audience in real-time. Make sure to answer any questions they have. Engaging your audience can make your law firm more memorable. 

Analyze the Results

Once you begin using these law firm marketing tips, analyze the results from each campaign. Determine which tactics are helping you reach new clients. For example, you might consider which blog topics generated the most traffic.

Reviewing your analytics can help you improve your campaigns and ROI over time.

If you’re struggling to generate results, consider working with a law firm marketing agency this year. 

Grow Your Practice: Use These Law Firm Marketing Tips Today

Want to start growing your legal practice? Make sure to apply these law firm marketing tips as you get started. Then, keep improving your campaigns over time to generate even more results.

Remember, you don’t have to develop your law firm marketing strategy alone. We’re happy to help.

Contact our team today for personalized, full-service marketing services. 

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