Clients look for legal advice online before they choose a law firm. Building a strong digital ecosystem as part of your law firm marketing strategy ensures your expertise is found and they call you first.
Specialized agencies can help legal firms develop and execute effective digital marketing strategies, including PPC management and content creation tailored for legal services. Additionally, strong branding—such as a distinctive logo, consistent visual identity, and clear brand messaging—plays a crucial role in differentiating your law firm online and attracting potential clients.
Which challenges can a law firm marketing strategy solve?
Finding (and winning) new clients.
Traditional ‘outbound’ marketing strategies are inefficient. Reaching potential clients with advertising is expensive and anticipating the legal services they need is impossible.
By implementing digital marketing strategies such as SEO, social media, and engaging content, law firms can build a strong online presence and attract more clients.
Improving operational efficiency.
Building a digital marketing team is complex and expensive. It is important to have a clear process in place to decide whether you need an SEO consultant, graphic designer, copywriter, or full-stack programmer.
Keeping ahead of the technology curve.
Tech moves quickly. New services become old news in an instant. Which social media platforms should your law firm use to build a strong digital presence?
Artificial intelligence is also transforming digital marketing for law firms by automating content creation, improving client engagement, and enabling more effective customer segmentation.
Differentiating your law firm.
Google returns over 100 million pages for ‘law firm’. How will yours stand out?
Developing a strong branded identity, including a unique logo and consistent brand elements, can help your law firm stand out in search results and attract more clients.
Growing your firm’s profits.
Your prospective clients increasingly use Google to seek legal advice and discover the law firm they’ll hire. Can you afford to be left out?
Digital marketing strategies help legal businesses grow profits by reaching more potential clients online.
How can my law firm generate hot leads with a digital content strategy?
Modern ‘inbound’ marketing is about creating high-quality digital content that explores solutions to the challenges your potential clients are experiencing. Content marketing is a key aspect of law firm digital marketing, helping firms produce valuable content that attracts and engages clients.
Get your digital content strategy right and you will generate a stream of high-quality leads.
Your potential clients are using the internet to search for solutions and often approach law firms ‘warm’ – with a strong idea about the service they require and some awareness of what competing firms might offer.
Digital content helps your prospective clients learn about the service they need and pitches the expertise of your firm’s lawyers in delivering that service. Adopting best practices for content creation ensures your firm stands out and effectively addresses client needs.
An intelligent website structure then converts them into hot leads by funneling each visitor to a lawyer that can provide the service they require and has a clear call-to-action.
Investing in a digital content strategy as part of your law firm marketing strategy is therefore a powerful way to shape the growth of your business. A law firm’s digital marketing success depends on strategic content marketing that supports online visibility and client engagement.
But what does an effective digital content strategy look like? Law firm digital marketing involves ongoing optimization and analysis to maintain competitiveness and attract high-quality leads.
Structure is key.
Generating traffic (visitors) is important. But converting traffic into hot prospects requires a structure that funnels them towards dialling your law firm’s number.
We achieve this by designing an intelligent website structure, mainly using these three components:
Continuous development of your website structure is essential to maximize lead generation and ensure your firm stays ahead in a competitive market.
How can blog articles capture and build traffic on my law firm’s website?
- Providing solutions to popular or relevant problems:
- ‘How do I avoid capital gains tax?’
- ‘What’s a Power of Attorney?’
- ‘Should I setup as a sole trader or limited company?’
- Generating ‘organic’ traffic:
- Ranking highly on search engine queries for being popular and high-quality.
- Being shared on social media.
- Generating ‘inorganic’ traffic:
- Advertising.
- Pay-per-click (PPC) campaigns.
Blog articles are a crucial part of online marketing for law firms, helping to attract potential clients and improve search engine visibility. Effective marketing for law firms should include a strong focus on content and blog strategy as part of a comprehensive digital marketing approach.
How can expertise statements funnel traffic towards calling my law firm?
- Demonstrating your law firm’s ability to provide each legal service you offer and showcasing the expertise of your attorneys.
- Bridging traffic from blog articles about legal problems to the lawyers who are able to help them.
- Proving your firm’s expertise, currency and position ‘ahead of the curve’.
- Setting the tone for your website content and legal services.
- Providing a focus point for future articles and campaigns.
- Complementing each staff profile with demonstrated expertise.
Effective marketing for lawyers should highlight individual expertise and authority to attract clients and build trust.
How can staff profiles convert traffic into hot leads that call my law firm?
- Pitching each lawyer as an expert in their field and a trusted advisor, positioning your team as legal professionals.
- Issuing a call-to-action – because clients hire lawyers, not brands.
- Demonstrating their problem solving ability.
- Placing a face to your brand, highlighting your professionals.
Whichever page a visitor lands on, your website’s structure should guide them through high-quality content that educates and warms them up – before presenting an expert partner at your firm who can provide the service they need. Staff profiles help establish your professionals as trusted advisors and reinforce your reputation as leading legal professionals in the field.
How can I produce great content for my law firm?
Targeted, high-quality content is king.
High-quality website content blends your legal expertise with our digital copywriting skills and knowledge of search engine optimisation techniques, built over many years of experience in legal content creation.
Our combined talents will produce content that captures traffic; educates and warms it into excited and informed potential customers – then funnels it to your lawyers for conversion into hot leads and phone-calls.
Deciding the direction in which you want to grow your law firm is the first step.
After all, creating content for legal services that you don’t find profitable or rewarding isn’t exactly helpful.
Instead, we’ll craft articles that promote the services your firm is keen to build.
This can include services in which you have deep knowledge and decades of expertise – and also new, exciting areas of legal practise that you’re not involved in yet, but are keen to develop. Content can drive and shape your law firm’s growth.
What should my law firm marketing strategy consider?
If you need any help or guidance, get in touch. Our team offers complete packages, individual services, or discovery consultations to help build, manage, and continually improve your law firm’s digital presence and ecosystems, with a focus on marketing law firms using tailored strategies.
A strong digital presence is essential for any legal business to attract and retain clients in today’s competitive market.
Consider the following for your law firm marketing strategy:
- Utilize digital marketing strategies specifically designed for marketing law firms.
- Take advantage of local seo services to improve your visibility in specific geographic areas and attract more local clients.
Mobile-first, responsive website
Mobile is key. Potential clients will scan your website quickly to decide whether your law firm has the expertise they need – so serving-up the most useful information, in a clear, attractive format will win more business.
Being easily found in search engines
To be found in search, your firm should target your website and its content to your strengths, niches and areas of desired growth. For example, if your niche is families, it’s better to rank on page one for ‘family law firm in Sydney’ than on page ten for ‘law firm in Australia’.
Targeted, clear and valuable content
Engaging articles will get shared and drive people seeking legal services to your website. When visitors spend significant time reading your content, it will increase your ranking within search results for related queries – so even more people find your website. A double win.
Great user experiences at all touch points
User experiences should be consistently excellent on each social media platform. This means doing inconsistent things. LinkedIn requires a different style of engagement to Facebook. Twitter uses snappy hooks to grab your attention. Instagram needs slick graphics.
Brand, social and competitor monitoring
Which tools are you benchmarking your digital marketing efforts with? Are you tracking your competitors too? Which website features do your customers engage with the most? If you’re too busy to keep up with analytics trends and techniques then let us help.
Integrated print media and outdoor advertising
Graphic designers can produce banners, business cards and any physical designs you need for events and networking. Design assets should be consistent with your digital presence – building a cohesive brand for your law firm.
Smart inbound and outbound marketing
Modern ‘inbound’ marketing is about creating valuable content and serving it to people seeking advice. Positioning your law firm as an authoritative source of legal expertise will drive users to your website and increase their engagement – boosting your ranking in search engines like Google.
Digital support and growth-driven design
Websites are an environment for capturing and feeding traffic. When you stop tweaking, updating and creating new content, your pages gradually sink into obscurity. Refreshing your design and content every couple of years is wasteful and inefficient. Pursue growth that delivers traffic, leads and conversions.
How can Google Ads help my law firm attract high-value clients?
Google Ads is an excellent channel for law firms looking to attract high-value clients and boost their digital presence. By leveraging Google Ads as part of your law firm’s digital marketing strategy, you can ensure your services appear at the top of search engine results when potential clients are actively seeking legal services. This targeted approach allows your law firm to reach the right audience at the right time, driving more traffic to your law firm website and generating more leads.
With Google Ads, law firms can select specific keywords and phrases relevant to their practice area, such as “family law firm in Sydney” or “commercial legal services.” This level of precision means your advertising budget is focused on attracting potential clients who are most likely to need your expertise. In addition, Google Ads offers advanced targeting options—including location, language, and device targeting—so your marketing efforts are tailored to your ideal client base, whether you’re serving local clients in Australia or reaching a broader market.
A well-structured Google Ads campaign not only increases your law firm’s visibility but also helps establish your brand as a leader in the legal profession. By using compelling ad copy and relevant legal content, you can position your firm as a trusted authority, encouraging more people to visit your website and engage with your services. Google Ads also supports a variety of ad formats, from text and image ads to engaging video ads, allowing your law firm to showcase its expertise and unique value across various platforms.
To maximise the return on your investment, it’s wise to partner with a marketing agency that specialises in legal marketing and has a proven track record with Google Ads. An experienced agency can help you develop a tailored marketing strategy, manage your campaigns, and continually optimise your ads for better performance. This professional support ensures your law firm’s digital marketing efforts are effective, efficient, and aligned with your business goals.
By incorporating Google Ads into your law firm marketing strategy, you can attract more high-value clients, increase your online visibility, and drive sustainable business growth. In today’s competitive legal market, Google Ads is a crucial tool for law firms aiming to generate more leads, win new clients, and establish a strong online presence.
Why should my law firm go digital?
- 96% of people seeking legal advice use a search engine in their research
- 87% of people who contact a lawyer go on to hire one. 72% only contact one lawyer.
- 74% of people seeking legal advice visit a law firm’s website before taking action
What should my law firm do next?
- Design a law firm marketing strategy that will grow and develop your business.
- Position your law firm’s image and content to your target audience.
- Create your content and optimise it for search engines.
- Build and update your digital touch points
- Website
- Social media profiles
- Campaigns
- Website
- Social media profiles
- Campaigns
- Generate new, high-quality leads.