For a good reason, law firm digital marketing or digital marketing for lawyers is a popular topic. Studies show that since 2020, a third of potential clients have started their search for a lawyer online. So without a solid strategy, firms immediately reduce their potential client base by 33%.
But how do you create a digital strategy that helps your law firm stand out and get clients? And how do you know if you are getting a good return on investment (for time and money spent)?
To be successful, you’ll need to focus on your target customers, let it be known that you offer what they’re looking for, and quickly build trust and credibility. A comprehensive digital marketing strategy is one of the key actionable levers to grow your business.
Create An SEO-Focused Law Firm Website (The Goal Is To Convert)
For many law firms like Comrade law firm marketing agency for example, a website will be the cornerstone of your digital marketing strategy. Unlike directory listings or social media profiles, your website is an asset that belongs to you and is essential for your credibility – a client who searches for you online and finds a bar registration but no website. I will potentially never find your contact.
Your website is essential for your brand image and that of your firm. This is where potential customers will find information about your employees, references, accomplishments, and services you offer.
Search Engine Optimization (SEO) is essential to get found in search results and drive organic (free) traffic to your law firm. This is a thriving and competitive area of law firm digital marketing, with entire agencies focusing solely on SEO for law firms. Start by sticking to the basics, and you’ll be halfway there:
Make sure your site is clear, simple to navigate, and easy to read
Include target keywords that you want to be found for across your entire site (e.g., “personal injury attorney”).
Write Informative Content, Like Blog Posts, To Show Your Expertise To Customers
In addition to attracting visitors to your site, you need to turn them into paying customers. Convince customers to hire you by presenting them with professional reviews, images, and texts and giving them a clear idea of what they can expect regarding services and prices. Make it easy for customers to engage you by providing your contact information and clear calls to action throughout your website (e.g., “contact us” or at “
Measure The Success Of Your Digital Marketing Strategy
Once you have written down key information about your target customers, goals, success measures, channels to invest in, and areas for improvement for your website, regularly check that everything is working. Various online tools will tell you where new clients are coming from, allowing you to determine which channels to invest more in and which ones you should ditch in your law firm’s online marketing strategy. The most classic (and essential): is Google Analytics.
Your law firm’s digital marketing strategy should be a living and dynamic document. Modify it as needed to ensure you get a good ROI from your digital marketing spend.