Beyond Billboards:

A Cutting-Edge Digital Marketing Strategy for Forward-Thinking Attorneys.

Our strategy takes one-off services like pay-per-click (PPC), search engine optimization (SEO), web design, content marketing, conversion optimization and others and combines them.
It provides you with a clear strategy and results, not confusion and wasted marketing dollars.
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Digital Marketing for Attorneys and Law Firms

Start Getting More Clients for Your Law Firm With a Proven Digital Marketing Strategy that Works.

When it comes to digital marketing for law firms, the landscape is riddled with “try this” one-off solutions. And while some of these tips and ideas might generate sporadic leads, they fall short of the cohesive strategy required for long-term growth and success. To market your law firm successfully online, you need more than a collection of one-off ideas; you need a complete digital marketing strategy tailored not only to the legal sector, but also to your specific area of practice—one that is comprehensive, data-driven, and client-centric. This guide provides precisely that.

Online marketing for your legal practice does not need to be complicated or overly expensive, and when done correctly it should bring in new clients and leave you with a substantial return on your investment.

When executed correctly, the digital marketing strategy covered in this guide has proven to be highly effective at generating new clients for attorneys and law firms.

It can pave the way to sustained growth via a marketing plan that delivers consistent results, not fleeting success (or even worse, no success at all).

Digital marketing is an extremely effective way for attorneys and law firms to attract more of their ideal clients on autopilot, freeing them from the concern of where their next client will come from. It can empower them to be more selective with the clients they choose to work with and to start charging more for their services.

The Importance of Developing a Complete Digital Marketing Strategy for Your Law Firm

The #1 mistake I see attorneys making when marketing their law firm online is that they don’t have a cohesive plan or strategy.

I talk to a lot of attorneys who tell me they’re spending thousands of dollars on multiple marketing companies and online directories, all offering different “one-off” services, and that they’re just hoping that it’s all working.

Key to marketing your law firm successfully online is to understand that “digital marketing” is made up of many individual components.

Things like search engine optimization, pay-per-click, web design, content marketing, social media, and others. What we’ve found, is that while each of these things can potentially help you get clients from the internet, often they are completely ineffective on their own.

To beat your competitors and market your law firm successfully online you need a comprehensive strategy that works together. A strategy where every decision is intentional, every action measurable, and every investment yields a tangible step towards the growth of your law firm.

It’s time to move beyond trends, buzzwords, and one-off ideas and instead anchor your efforts in a proven, successful strategy that works.

Let this guide be your roadmap in the crowded world of law firm digital marketing.

4 pillars of digital marketing for lawyers and law firms

Our “4 Pillar” System for Marketing Your Law Firm Online

Pillar 1


Getting Your Law Firm Found

Pillar 2


Standing Out from Competitors

Pillar 3


Demonstrating Expertise & Authority

Pillar 4


Tracking Results & Adjusting

Pillar 1:


Getting Your Law Firm Found Online

Internet traffic is the lifeblood of any digital marketing strategy. You can be the most qualified, most experienced attorney in town, but if your law firm isn’t being found online when prospective clients are searching for answers to their legal problems, you’re losing out on a lot of business.


Getting Your Law Firm Found Using Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a powerful, cost-effective marketing strategy for lawyers and law firms across most practice areas. This overview focuses on the key elements that produce the majority of SEO results, enabling firms to enhance their online visibility and attract more clients.

The Value of SEO for Law Firms

SEO offers significant return on investment potential for law firms. By ranking high for relevant keywords, firms can attract numerous potential clients actively searching for legal services. For instance, ranking for a keyword like “divorce lawyer [your city]” could bring dozens (or even hundreds in some markets) of prospective clients to a law firm’s website each month. Capturing even a fraction of those leads could substantially boost a law firm’s revenue.

SEO stands out as a marketing strategy with one of the highest returns on investment for lawyers, capable of transforming your law firm’s visibility and profitability.

Believe it or not, it is actually quite easy to find very good lead generating keywords for attorneys in the majority of geographic service areas in the U.S. This is because the vast majority of attorneys and law firms are still not taking advantage of these opportunities. Here’s an example:

chicago personal injury law SEO keyword example

In the chart above, SV stands for “search volume” and “KD” stands for “keyword difficulty.” With that in mind, you can see from the chart above that even in an extremely competitive city like Chicago, and even in an extremely competitive marketing space like personal injury SEO, there are still a lot of really great, lead generating SEO keyword opportunities.

Now notably, this list comes from an SEO tool that bases keyword difficulty on their own metrics, but what it’s implying (and we’ve found to be pretty accurate) is that there likely are not a lot of attorneys in Chicago who are actively trying to rank for many of these keywords organically.

This leaves the door wide open for an attorney to come in and start to rank for these keywords with even a basic SEO strategy.

SEO Strategies for Lawyers and Law Firms: Key Elements

When it comes to SEO, there is a long list of technical ranking factors believed in the industry to produce results. But truth be told, you really need to focus on just five key elements. These are:

  • Website Structure
  • Content Strategy
  • On-Page Optimization
  • Backlinks
  • Google Maps & Local SEO
Furthermore, around 80%+ of your SEO results will come from just two of these key elements: Content Strategy and Backlinks.

Initial efforts need to be made on setting up the on-page SEO and site structure correctly, but once these foundations are in place, it really just comes down to content and backlinks. This is where you should be focusing a majority of your resources and efforts.

The intricacies of algorithms, keyword density, and the myriad of SEO tools out there can distract from these core components. However, consistently creating valuable content and establishing a strong backlink profile are the main drivers that will propel a law firm’s website to the top of search engine results.

Here is where to focus your attention and SEO budget:

Keyword Research

Effective SEO begins with thorough keyword research. Identify and target the keywords potential clients use to search for legal services. Focus on both general and niche-specific keywords to cover a broad range of search queries. Tools like Google Keyword Planner and SEMrush Keyword Tools can help you find relevant keywords with good search volume and low competition.

Website Structure

A strategically structured website with dedicated service and location pages is critical to high search engine rankings for law firms. Google’s algorithm favors well-organized sites that clearly delineate specific services and cater to specific localities, improving the user experience and search engine rankings.

Content Strategy and Topical Authority

A solid content strategy is key for law firms aiming for SEO success. Create high-quality, informative content that aligns with user intent and addresses potential clients’ questions and concerns. Establish topical authority by focusing on specific legal topics, showcasing your expertise, and building trust with both search engines and potential clients.

On-Page Optimization

On-page SEO involves optimizing the elements on your website’s individual pages to improve their ranking in search engine results. Key components include optimizing meta tags, headers, and content, ensuring titles and descriptions are engaging and keyword-rich, and using header tags to structure content logically and in a reader friendly way.


Off-page SEO focuses on building your website’s authority and credibility through external efforts. Acquire high-quality backlinks from reputable websites within the legal industry through guest blogging, partnerships, and legal directories. Quality backlinks signal trust to search engines, boosting your site’s visibility.

Google Maps and Local SEO

Local SEO is particularly important for law firms, as clients often search for legal services within their geographic area. Enhance your local SEO by claiming and optimizing your Google Business Profile, including location-specific keywords in your content and meta tags, and ensuring your law firm’s name, address, and phone number (NAP) are consistent across all online directories and your website. You can use tools such as Brightlocal to automate the process of updating your law firm’s contact information across 100s of directories on the internet.

Actionable Steps for Key Elements

  • Website Structure: Create dedicated pages for each type of legal service and geographic area you serve, ensuring clear and organized content that aligns with user queries.
  • Content Strategy and Topical Authority: Develop a content roadmap focused on keyword-rich topics that address potential clients’ needs and questions.
  • On-Page Optimization: Optimize your website’s titles and meta descriptions to ensure they are engaging and include relevant keywords.
  • Backlinks: Analyze the backlink profiles of top-ranking competitors using SEO tools like Ahrefs, and prioritize acquiring high-quality backlinks from authoritative domains.
  • Google Maps & Local SEO: Claim and verify your Google Business Profile, ensuring accurate information and actively soliciting positive client reviews to boost local SEO signals.

By implementing these SEO strategies, lawyers and law firms can improve their online visibility, attract more clients, and beat their competitors in search engine rankings.

To learn more about how you can outrank your competitors and dominate your local market with SEO, check out our in-depth guide to personal injury SEO. This guide, while written specifically for the practice area of personal injury law, can still be directly applied to any other area of law you practice. The concepts and strategy are the same, the only thing that will change are your target keywords.

Getting Your Law Firm Found with Pay-Per-Click Ads (PPC)


Pay-per-click marketing platforms like Google Ads are a great way for law firms to quickly start driving prospective clients to their website.  When done correctly, PPC advertising for attorneys can become a major asset in the effort to grow for your legal practice or law firm.

Pay-per-click ads are extremely effective for law firms because they identify people at the exact moment they are searching for legal help and show them a relevant ad, phone number, and link to your website.

But, with legal keywords costing anywhere from $10 to $100+ per click, it’s extremely important that your campaign is setup correctly in order for it to be successful. If you bid on the wrong keywords, or direct paid traffic to a bad website (one with an unprofessional appearance and thin content), it won’t work.

For example, if you’re a personal injury lawyer, you could be looking at costs-per-click of $50+ (depending on your geographic service area). To compete, it’s imperative that your website be set up to convert prospective clients before you ever spend a dime on PPC ads.

Your website must be setup to convert prospects into clients before you start paying to send traffic to it. If it’s not, you’re simply lighting those marketing dollars on fire.

Setting Up Your PPC Campaign for Success

If you’ve tried PPC marketing and haven’t had the results you’d hoped for in the past, it’s likely due to one or more of these reasons:

  • Targeting the wrong keywords (or using the incorrect match type). A “broad” match keyword for example can show ads for the wrong practice type. And if you’re not using the correct ppc strategy, the wrong match type can quickly spend your budget and leave you with no new clients to show for it.
  • Your website isn’t setup correctly to convert prospects into clients.
  • Your campaigns are not optimized correctly (this includes ad copy, ad extensions, and landing pages).

So, how do you execute a PPC campaign that attracts your ideal leads while maintaining a healthy ROI?

Target the Right Keywords

It’s vital you ensure your target keywords speak to the search’s intent and readiness to hire an attorney in your specific legal practice area. You don’t want to target keywords as broad as “attorney” or “law firm.” These keywords can cost as much as $50 per click and will convert at a very low rate.

Make certain that you are only paying for your ad to show up for extremely specific keywords related to your practice area(s) (i.e. “estate planning attorney Houston”). Paying for traffic from keywords that are too broad is the fastest way to waste your PPC budget with no results to show for it.



Refine your traffic with negative keywords. Negative keywords are terms that you don’t want your ad to show up for. For attorneys and law firms it’s important to include negative keywords such as “jobs” and “salary” to prevent your ad from being clicked by employment seekers. There are many other negative keywords you may want to include as well, such as local competitors and specific keywords pertaining to cases that are not ideal for your firm.

Target the Right Geographic Area

Targeting too broad of an area is another way to quickly spend ad budget without a return. Take the time to look into your target market and know what areas they would be searching from. If you have multiple locations, separate these into their own campaigns so you can target each accurately and individually. You can target your ads at zip codes, cities, and even a radius around a specific address (such as your office).


Use Keyword Targeted Landing Pages

It’s also importance to direct specific keywords to a matching targeted landing pages. For example, if you practice criminal defense law and somebody clicks on one of your DUI ads, make sure that ad takes them to your DUI page and not your homepage.

The more specific you can make your whole sales process using Google Ads, the better your results will be. Remember, prospective clients go through a progression of searching keywords. They scan results, clicking on a compelling one, and land on a page. They then either read and call you, or click the back button depending on how relevant your page is.


Tracking conversions is the single most important thing you can do to ensure your PPC campaign is successful.

It’s not enough to simply measure success by how many people click your ad. An ad might be getting clicked a lot, but if those clicks don’t result in an acceptable conversion rate then that keyword needs to be eliminated from your campaign.

You need to know things like how long prospects are on your website, how many pages they visit, and ultimately if they called or filled out a contact form.

At a minimum, your campaigns should be setup to track all contact form submissions and phone calls. You can track conversions using the call tracking tools offered by Google Ads, Google Analytics, and paid third-party call tracking tools such as CallRail.


Getting Your Law Firm Found with Google Local Service Ads

Example of an Local Service Ad for Lawyers

Google Local Service Ads are a type of pay-per-lead advertising offered by Google, designed to help local service providers (including lawyers) connect with potential clients in their geographic service area. These ads appear at the top of Google search results and prominently display your law firm’s name, phone number, reviews, and a “Google Guaranteed” or “Google Screened” badge where applicable.

Google Local Service Ads for lawyers target users who are searching on Google for legal services in your area, increasing the likelihood of attracting relevant leads. When a user clicks on your ad, they can either call your legal practice directly or visit your LSA profile for more information. You only pay when a potential client contacts you through the ad, making local service ads a cost-effective marketing option.

Google Local Service Ads offer many advantages for attorneys looking to advertise their legal services. One of the most notable benefits is the instant increase in online visibility. By utilizing the Google LSA platform, attorneys can now potentially be listed on the first page of Google up to four times. These placements can include the Local Service Ads (LSA) position, standard Pay-Per-Click (PPC) position, Google Maps (also known as the “3 pack”), and the standard organic search results.

Another significant advantage of LSAs is their potential for an excellent return on investment. Unlike traditional PPC models used by Google Ads, LSAs operate on a pay-per-lead basis. This model ensures that attorneys only pay for leads directly resulting from the LSA. These leads tend to be highly convertible and action-oriented, further maximizing the return on the ad spend. Additionally, Google provides the option to dispute any charges for leads that are not deemed relevant, further enhancing the profitability of the LSA campaign.

Lastly, Local Service Ads can foster enhanced trust through the use of “Google Guaranteed” or “Google Screened” badges. These badges can instill confidence in potential clients, thereby increasing the number of new client calls generated by the ads.

Google Local Service Ads offer attorneys a powerful, cost-effective way to attract new clients and grow their legal practice.

Getting Your Law Firm Found by Leveraging Digital PR

Evolving Search Landscapes and Digital PR for Attorneys

At its core, digital public relations, or digital PR, is about enhancing your firm’s visibility and establishing thought leadership through strategic online placements, content and partnerships. This digital-centric approach to PR is powerful for attorneys and law firms for several reasons.

As search technologies become increasingly sophisticated with AI integration, digital PR is becoming more important for attorneys who want to get found and stand out online. Digital PR positions your firm as a credible source of legal expertise, which is critical in an era where relevance and authority drive search visibility.

Digital PR enhances your online presence by:
  • Building online authority and brand awareness: Digital PR efforts, such as securing mentions on well-known platforms and generating authoritative content, directly enhance your law firm’s online identity. This consistent presence across various media outlets creates a recognizable and reputable brand. Potential clients are more likely to engage with a firm they’re familiar with or have seen referenced across multiple platforms and websites online.
  • Supporting Google’s E-E-A-T principles (Expertise, Experience, Authoritativeness, Trustworthiness): Google’s E-E-A-T principles are paramount in today’s digital ecosystem. Digital PR activities directly feed into these aspects by showcasing your expertise through content, building authority through mentions and backlinks, and fostering trust through consistent, valuable information sharing.
  • Fostering trust, which translates into higher conversion rates: In the legal field, trust is a currency that translates into client acquisition. As potential clients recognize and respect your brand through various digital PR efforts, they’re more likely to consider your services when in need of legal assistance. This increased trust often leads to higher conversion rates.
  • Improving SEO through quality backlinks and enhanced local visibility: Digital PR and SEO have a mutually beneficial relationship. Backlinks from reputable sites (a result of successful digital PR campaigns) signal to search engines that your site is both credible and relevant, improving your search rankings. Business citations (name, address, phone number) and attorney profiles on legal directories and platforms such as Martindale-Avvo can enhance your local search engine rankings, making your firm more visible to potential clients in your service area.

Three-Step Strategy to Start Leveraging Digital PR for you Law Firm

Develop a Content Strategy

Start by creating content that addresses common client questions and concerns, positioning your firm as a local legal expert. Blog about relevant local events from a legal perspective to increase brand awareness and establish your presence in the local market. Utilize keyword research tools like Ahrefs Keyword Explorer and Moz Keyword Explorer to identify less competitive, high-value keywords. Focus on creating content for these keywords, such as “personal injury statute of limitations California,” which has a manageable keyword difficulty and decent search volume.

Build Business Citations and Attorney Profiles

Maintain accurate and consistent information across business directories and legal citation sites to enhance your credibility and improve local search visibility. Leverage attorney profiles on legal directories for valuable backlinks, which can boost your website’s authority in search engine algorithms. Regularly audit and update your listings, using tools like BrightLocal or Yext for efficient management. Many legal directories require bar status verification, which adds to their authority and makes backlinks from these sources particularly valuable for SEO.

Build Relationships With Media and Influential Platforms

Position your firm as a go-to source for expert legal commentary by actively seeking opportunities to provide insights on matters in your practice area. Utilize platforms like Connectively (previously HARO) and to connect with journalists seeking expert quotes and opinions for their stories. Each media mention serves as a third-party endorsement of your expertise, building credibility over time. Engage consistently with journalists, bloggers, and industry influencers to build relationships that can lead to ongoing exposure opportunities and significantly amplify your digital PR efforts.

By implementing this comprehensive digital PR strategy, attorneys can effectively amplify their online presence, enhance brand recognition, and ultimately attract more clients from the internet.

Getting Your Law Firm Found with Social Media

Social media can be a very effective way for attorneys and law firms to market themselves online. But, whether it’s worth it for you to market your legal services on social media platforms (and how you choose to do so) comes down to the type of law you practice and your overall marketing budget. It’s important for lawyers to weigh the return on investment (ROI) of their social media marketing efforts before diving in. Many lawyers invest significant time in generating leads through social media, yet often find that the ROI does not justify the effort.

Because many people looking for consumer facing legal services tend to do so reactively (meaning something happened and the person needs legal help now), many of these searches begin on Google and not social media. For example, a person who gets arrested for a DUI is most often going to go to Google and search “best dui lawyer near me.” They are likely not going to search on social media to find an attorney.

But, let’s say that same person gets arrested and tells a friend or asks for a referral. If that friend has been seeing your ads for months on social media, there is a good chance that they recommend you. So it certainly can work, but what we find is that most people looking for a lawyer need one now, and again, most of those searches begin on Google and not social media.

That said, if you have a large marketing budget and you want to expand your reach to start getting more clients who may not be actively searching for an attorney, social media can be a great channel to advertise and find new clients.

There are two ways that you can market your law firm on social media, actively and passively.

Active Social Media Marketing for Law Firms

For attorneys and law firms who want to invest the time and resources, social media platforms can be powerful marketing channels that provide an opportunity to demonstrate expertise, offer compassion, and build trust with potential clients. Engaging effectively on these platforms requires a strategic approach, focused on thought leadership and authentic interaction. By sharing valuable legal insights, answering prospective client’s questions, and posting updates on changes in legislation, lawyers can better establish themselves as authorities in their field and geographic service area.

The essence of active social media marketing for law firms is to provide a blend of empathy, expertise, and evidence of success. These narratives not only serve as social proof but also help to humanize the attorney, making them more relatable and approachable. When potential clients see others who have navigated a legal problem successfully, it instills confidence and trust in the attorney’s ability to handle their case.

It’s important to recognize that active social media marketing is about dialogue. Attorneys must prioritize responsiveness—answering questions, commenting on relevant threads, and acknowledging messages. This two-way communication builds rapport and demonstrates their commitment to potential clients. While this strategy may be more time-consuming, it fosters long-term relationships and community presence, making it more of a branding play (as opposed to more direct and immediate lead generation like search engine marketing).

Passive Social Media Marketing for Law Firms

Passive social media marketing for law firms is about building brand awareness using paid ads. The idea is to simply target an audience who is likely to be in the market for your legal services either now, or in the near future. For example, if you’re an estate planning attorney, using Facebook to target adults aged 50+ who are homeowners, in specific income bracket, and in your geographic service area.

This type of social media marketing campaign usually is as simple as creating a 60 second video, and then serving it to your target audience with paid ad placements. Platforms like Facebook and Instagram offer some very specific audience and geographic targeting options, so if you get creative, you can usually find a way to build a relevant audience for your legal services regardless of the type of law you practice.

Meta Facebook Instagram Ads Library

As a bonus, Meta (Facebook and Instagram) now has an “Ad Library” where you can search all the ads that any other attorney or law firm is currently running (or has run in the past, going back about 5 years).

This can give you a great starting point on what might be working for other attorneys and law firms in your geographic service area and across the country.

All of this underscores the importance of a balanced digital marketing strategy that evaluates the effectiveness of each channel to attracting quality leads. While social media can be a powerful tool for building connections and demonstrating expertise, lawyers should be mindful of the time and resources spent, ensuring they align with overall marketing objectives and lead to meaningful engagements with potential clients.

Pillar 2:


Standing Out from Competitors

When it comes to marketing your law firm online, distinguishing your law firm from others is critical for success. Building a unique brand identity and leveraging effective marketing strategies can set you apart, attracting more clients while building your firm’s reputation. By implementing these strategies, you can position your firm as the go-to choice for potential clients, outshining your competitors and driving growth for your legal practice.


Standing Out from Competitors with Your Law Firm’s Brand

Start by Creating a Solid Brand

At its core, your brand should position you as an expert and not just a service provider. Experts can always charge more, they will stand out, and they will convert prospects into paying clients at a higher rate.

As you’re developing a marketing strategy for your law firm, having a clear definition of your brand is important. Your brand needs to be central to all of your marketing in order to maximize the effectiveness of your efforts.

What is a Brand?

A brand is an identity. It’s the image you project to your clients and prospects. It says who you are, what you do, what you stand for and what clients can always expect from working with you.

Your prospective clients need to feel confident about working with you. Feeling confident can mean a number of things for prospects. They want to know that you can help them solve their legal problems, that you can do it for a fair price, and that you have expertise in your practice area.

You’ll notice that these feelings are primarily rooted in trust, reputation, and authority, all of which can be built into your brand and expressed in your marketing endeavors.

Choosing a Logo for Your Law Firm

A logo is an important step in branding and marketing your law firm. A good logo can drive conversion rates up, while a bad one can drive them down. The font, images and colors in your logo should be designed to resonate with your prospective clients.

It should look sharp and professional. We have found it to be a plus for logos to visually represent the type of legal services you provide and or the geographic area of your legal practice. This helps to set you apart from the myriad of “national” directories and lead generation companies. It should convey to prospects immediately that you are the local expert, capable of solving their legal problem(s).

When choosing colors, consider the emotions evoked behind your choice. Colors are psychologically associated with different emotions. You can refer to this post to see a color wheel and get some ideas for your logo.

Your website colors and design can then be designed around your logo so that everything is cohesive, giving prospective clients a perception of professionalism and attention to detail.

Choosing a Name for Your Law Firm

The name of your law firm can also have a big effect on how prospective clients perceive you, and therefore an effect on your conversion rates. While many attorneys opt to simply use their own name, there can be disadvantages to doing this.

In our legal marketing survey, the two things that are most important to people when selecting an attorney are experience and specialization in the area of law they are seeking help with. I.e., people are more likely to select an attorney who focuses or “specializes” in the area of law they need help with, and based on how much experience the attorney has in that area of law.

This is where the name you choose for your law firm can go a long way in helping prospective clients choose you over your competitor down the street. For example, if you are an attorney in Denver, Colorado practicing in the area of criminal defense, and more specifically DUI Defense, you would give yourself an immediate edge over your competitors by choosing to name your firm “Denver DUI Defense” over “Smith Law, PLLC.”

logo-dui-criminal-defense-attorney-branding-exampleThis will also go a long way in giving you an instant competitive edge in search engines and Google Maps rankings. Many attorneys I talk to don’t want to put all of their eggs in one basket by using a naming strategy like this. A solution to this is simply to register a DBA (doing business as) or ABN (assumed business name). So you can still register your law firm as “Smith Law, PLLC” but your website, Google Business listing, and logo would all be under your DBA of “Denver DUI Defense.” This gives you the best of both worlds, flexibility in your law firm in general, and also a big advantage in marketing yourself and your law firm online.

Using Sales Copy to Build Distinction and Stand Out from Competitors

Importance of Good Copywriting for Law Firms

Effective copywriting is crucial for law firms in today’s competitive digital landscape. It serves as the voice of your firm, communicating your expertise, values, and unique selling points to potential clients. Well-crafted copy can differentiate your firm from competitors, establish trust with your audience, and ultimately drive conversions.

In the legal industry, where trust and credibility are paramount, your copywriting needs to strike a balance between showcasing your professional knowledge and being accessible to lay readers. It should not only inform but also persuade, guiding potential clients towards taking action, whether that’s contacting your firm for a consultation or subscribing to your newsletter.

Defining Your Target Audience: Before writing any copy, it’s essential to clearly define your target audience. This involves creating detailed client personas that represent your ideal clients. Consider factors such as demographics, legal needs, pain points, and decision-making processes.

Understanding your audience allows you to tailor your messaging to address their specific concerns and aspirations. For instance, the language and tone you use for corporate clients will differ significantly from that used for individuals seeking personal injury representation. By speaking directly to your target audience’s needs and preferences, you increase the effectiveness of your copywriting and improve your chances of connecting with potential clients.

Unique Value (Selling) Proposition: You should spend some time considering the benefit of your services, how you solve your client’s problems, and what distinguishes you from the lawyer down the street. You should communicate the value of your services quickly and in a way that is obvious to your potential clients.

Crafting Compelling Headlines and Taglines: Headlines and taglines are often the first elements of your copy that potential clients will see, making them crucial for capturing attention and encouraging further engagement. Your headlines should be concise, impactful, and relevant to your audience’s needs. They should highlight your unique value proposition or address a key problem your clients face.

For example, instead of a generic headline like “Experienced Personal Injury Lawyers,” consider something more specific and compelling such as “Maximizing Your Recovery: Our Personal Injury Attorneys Fight for the Compensation You Deserve.” Taglines, while shorter, should encapsulate your firm’s core values or unique approach. For instance, “Compassionate Counsel, Aggressive Advocacy” quickly communicates both empathy and determination.

Writing Engaging Website Content: Your website content should be informative, engaging, and easy to understand. Avoid legal jargon where possible, and when it’s necessary, provide clear explanations. Use a conversational tone to make your content more approachable, but maintain a professional demeanor.

Break up long blocks of text with subheadings, bullet points, and short paragraphs to improve readability. Include relevant statistics, case studies, or examples to support your points and demonstrate your expertise. Remember to focus on the benefits you provide to clients, not just listing your services.

Optimizing Copy for Search Engines: While writing for your human audience should be the priority, it’s important to consider search engine optimization (SEO) in your copywriting. Research and incorporate relevant keywords naturally into your content, including in headlines, subheadings, and body text.

However, avoid “keyword stuffing,” which can make your content seem unnatural and may be penalized by search engines. Instead, focus on creating high-quality, informative content that naturally includes your target keywords. Use local SEO techniques by including location-specific terms for your practice areas.

Drafting Specific and Persuasive Practice Area Pages: Each practice area page should provide comprehensive information about your services in that area of law. Begin with a clear overview of the practice area and why potential clients might need these services. Detail the specific types of cases or issues you handle within this practice area. For example, if your practice personal injury law and focus in motor vehicle accidents, you should have a separate page for each type of motor vehicle (i.e. car, motorcycle, truck, etc.). This is because this is how your prospective clients are searching for these types of legal services. It greatly increases your abilitly to rank on page 1 for these keywords, while also increasing your conversions as it demonstrates that you practice and have experience in these (very specific) areas of law.

lawyer-digital-marketing-keyword-examplesExplain your approach to handling cases in this area, highlighting any unique methodologies or experiences that set you apart. Include relevant statistics, successful case outcomes (without violating confidentiality), and answers to frequently asked questions. End with a strong call-to-action encouraging potential clients to contact you for a consultation.

Incorporating Call-to-Actions: Effective call-to-actions (CTAs) guide your website visitors towards taking the next step in engaging with your firm. Your CTAs should be clear, action-oriented, and create a sense of urgency. Use strong verbs like “Contact,” “Schedule,” or “Download” to encourage action.

Place CTAs strategically throughout your website, not just at the end of pages. Consider using different CTAs for different stages of the client journey. For example, “Download Our Free Guide” for those in the research phase, or “Schedule Your Free Consultation” for those ready to speak with an attorney.

Utilizing Client Success Stories and Testimonials: Client success stories and testimonials provide social proof of your firm’s capabilities and can significantly influence potential clients. When crafting these, focus on specific outcomes and the impact on the client’s life or business. Use direct quotes where possible to add authenticity.

Ensure you have proper permission to share these stories and adhere to confidentiality requirements. Consider using a variety of formats, such as written testimonials, video interviews, or case study write-ups, to appeal to different preferences.

ABA and State Bar Ethics Considerations: When writing copy for your law firm, it’s crucial to adhere to the ethical guidelines set by the American Bar Association (ABA) and your state bar association. Avoid making guarantees about case outcomes or using superlatives like “best” or “top” unless you can substantiate these claims.

Be cautious about how you describe your expertise or specializations, as some states have specific requirements for claiming specializations. Ensure all client testimonials comply with ethics rules, which may require disclaimers stating that past results don’t guarantee future outcomes. When in doubt, have your marketing materials reviewed by an ethics attorney familiar with the rules in your jurisdiction.

The takeaway here is your website sales copy should convey how your legal services benefit your clients and what makes you unique, helping you to stand apart from your competitors.

Using Video to Showcase Your Brand, Illustrate Your Sales Copy, and Differentiate Your Law Firm

Video marketing has emerged as one of the most effective digital marketing tools currently available to attorneys and law firms. It can help you to both differentiate yourself from competitors while also increasing your conversion rates. By effectively leveraging video content, you can showcase your law firm and illustrate important information. This can help you stand out from your competitors in ways that other marketing methods simply cannot match.

The Power of Video in Digital Marketing

It’s more important than ever to incorporate video marketing into your law firm’s digital strategy. Data from Lemonlight showed that they typically see boosts in organic traffic ranging from 10% to a whopping 250% when they add video content to existing posts. This significant boost in search engine visibility can give you a considerable edge over competitors who rely solely on text-based content.

Moreover, video has become an increasingly popular way for legal consumers to gather information from the internet. By meeting potential clients where they are and in their preferred format, you’re more likely to capture their attention and win their business.

Creating Compelling Attorney Profile Videos

One of the most effective ways to use video for differentiation is through attorney profile videos. These short, personal introductions allow potential clients to see and hear from the attorneys they might be working with, helping to build trust and familiarity before the first consultation.

In these videos, attorneys should introduce themselves, briefly discuss their areas of expertise, and share what motivates them in their legal practice. The tone should be professional yet approachable, allowing the attorney’s personality to shine through. This personal touch can significantly set you apart from competitors who remain faceless names on a website.

Developing Informative Legal Topic Videos

Another valuable use of video is to create content that educates viewers about specific legal topics relevant to your practice areas. By providing clear, concise explanations of complex legal concepts, you position yourself as an authority in your field and offer tangible value to potential clients.

For example, if you practice personal injury law, you might create a video series explaining the process of filing a claim, what to do immediately after an accident, or common mistakes to avoid when dealing with insurance companies. This approach not only demonstrates your expertise but also shows your commitment to educating and empowering your clients – a distinguishing factor that can set you apart from firms that take a more traditional, text-based approach.

Optimizing Videos for Maximum Impact

When creating video content, keep in mind that video can be a powerful tool for improving your search engine rankings and social media engagement also. By cutting your videos down into 15, 30, and 60 second clips, you can now use them to not only gain distinction from your competitors, but also to be found through different online channels that favor video over text.

You can produce just one video and then share it across multiple platforms, including your website, YouTube channel, and social media profiles. Short, attention-grabbing clips can be particularly effective on platforms like Instagram and TikTok where they reach a younger demographic.

Building Trust and Improving Conversion Rates

Videos can help you build trust with your potential clients, which will improve your conversion rates. By allowing potential clients to see and hear from you directly, you create a sense of familiarity and credibility that text alone cannot achieve. This trust-building aspect of video marketing can be a significant differentiator, especially in the legal field where trust is paramount.

By effectively leveraging video content, you can bring your sales copy to life, showcase your law firm’s brand, and really set yourself apart from competitors, making your firm the clear and compelling option to prospective clients. When it comes to legal marketing, distinction is a critical component, and video provides a uniquely powerful tool to achieve that distinction.

Pillar 3:


Demonstrating Expertise & Authority

Establishing trust with potential clients online is crucial for law firms. As digital marketing becomes increasingly competitive, law firms must prioritize building credibility and demonstrating expertise through their websites and other online channels to maintain a competitive advantage. This approach not only helps differentiate a firm from its competitors but also plays a vital role in convincing potential clients to choose their services.


Building Trust and Demonstrating Expertise with Your Law Firm’s Website

Your law firm’s website should be the central piece of your digital marketing efforts. From a prospective client’s perspective, your website is a direct reflection of your law firm. It’s often their first, most lasting impression of who you are, what sets you apart and how well you can meet their legal needs.

It is important to consider how effective your website will be at getting people to want to hire you. You can drive all the traffic in the world to your website, but if the website lacks fundamental elements, you’ll likely convert little to none of that traffic and have very little to show for it at the end of the day.

This is one of the reasons many lawyers and law firms believe that SEO and PPC marketing doesn’t work. If you’re sending good traffic to a bad website, it won’t convert (and those clicks can be expensive). For these reasons, it’s imperative that your law firm’s website be built to convert prospects into paying clients before you spend any time or money on getting visitors to your website.

Elements of Good Law Firm Website Design

The design of your website is critical to communicating the right message to your prospective clients. A clean, simple to use site with a strong, unique personality can instantly set you apart and help increase conversions.

Many lawyers struggle to articulate what services they provide in terms that their prospective clients can easily and quickly understand. When designing your site, always put yourself in your ideal client’s shoes. Your website should be able to communicate the value of your legal services in a matter of seconds and your message should be crystal clear, enticing and memorable.


Minimize Practice Areas Whenever Possible

We conducted a legal marketing survey that shows people tend to seek out a “specialist” when looking to solve a legal problem (and Google knows this). When a website is completely branded for a specific practice area and all of the content matches that practice area it does two things.

First, it can give you an advantage in search engine rankings compared to other attorney websites with multiple practice areas. Second, it can give you an advantage in the mind of a potential client because you appear to be an “expert” or “specialist” without having to say so.


Showcase Client Reviews and Testimonials

Displaying testimonial videos and embedding online reviews from sources like Google and Facebook are a great way to increase conversion rates. You can use tools like EmbedSocial and YouTube to do this easily.


Display Relevant Badges and Awards

Board-Certified-Legal-Specialization-badge-exampleIf you have awards, recognitions or any other badges that can bolster your credibility and expertise, add them to your website. Websites like Avvo offer opportunities to get impressive third-party logos to improve your website’s conversion rate.

In some states, attorneys are able to become “board certified” which comes with a badge that can be displayed on their website. We’ve found that these types of certifications are well worth the effort as they further increase the impression of expertise and specialization in a specific area of law. We’ve seen this increase conversion rates significantly.

Showcase Your Brand and Your Personality

Don’t just be another “stock” website. Keep in mind that while you’re selling legal services, you’re also selling yourself. Don’t be afraid to add personal touches such as your photo to your website.

Also keep in mind that people are looking for a local expert. Avoid using too many stock photos. Choose images that reflect your personality, practice area(s) and geographic area you serve. Then, reinforce those messages in headlines and other prominent blocks of ad copy.

Keep the Design Clean and Simple to Use (especially on mobile devices)

Your website should be mobile optimized with easy to read content on all devices. Fancy features such as Flash video and graphics, sliders, or other memory-consuming content can actually make the user experience worse. Expensive features like this rarely increase conversion rates. Keep your website straightforward and easy to use.

Make sure that mobile versions of your website include features like “click to call” buttons and very simple contact forms. It should be easy for people to know how to contact you.


Create a Content Roadmap to Showcasing Your Legal Experience and Expertise

One of the best ways to position yourself as an expert online is through the creation of quality content. Your website content should help answer prospective clients questions while highlighting your experience and expertise. It should make clear to prospects what sets you apart from other law firms, and why they should do business with you.

Google’s algorithm has been refined to both reward websites with quality, useful content and to devalue the ones that have none. It’s never been more important to create good quality content for your website than it is now.


This is why you should take the time to create a content roadmap which will serve as the blueprint of your content strategy. If you’re looking to achieve long-lasting, effective SEO results for your law firm building out a content roadmap should be your first step.

Elements of Good Law Firm Website Content

Knowing Your Audience – We see a lot of attorneys and law firms describing what they are selling. This makes for very boring and repetitive content. Instead, we suggest you start with your ideal client. What problems are they looking to solve, what questions might they have? What’s going on in their lives? How can you help? Think about what information would be most helpful to them.

Answering your ideal client’s potential questions should be central to all of the content on your website.

Make it simple for prospective clients to know that you are the answer to their legal problem(s). A well-designed website clearly communicates this upfront by answering questions they have before ever speaking with you.

You can do this by answering frequently asked questions that you hear when speaking with prospects and current clients alike. Include these questions and answers throughout your website, in headlines, blog posts, FAQ pages, and anywhere they fit naturally.

Keyword Identification and Targeting –The first step in content creation is to make a list of topics to create content for. Think about your conversations with prospective clients when they first call you. What word choices do they use when they discuss their potential case or issue? Take notes of these word choices, most likely this is what they (and many others) would type in a keyword search.

You can then use free tools like Ahrefs Keyword Generator to find keywords and content that your prospective clients are searching for. You can also start typing something into Google, and you will see suggested search results. This usually is a good indicator of what your prospective clients are searching for. You can also scroll down to the bottom of Google’s search results where you will see “People also search for” with more ideas you can use.


Google keyword search examples

Your content should be robust, well-written, accurate and most importantly, useful to your potential clients. There is no minimum or maximum ideal length; it just needs to be long enough to serve its purpose. Sometimes that may mean just a few hundred words, and other times, that may mean several thousand words.

Types of Content to Create for Your Law Firm’s Website

Website Pages

website-page-content-creationYour website pages should be used to introduce your firm, describe services, and answer common questions. Your pages should be used to build credibility and authority around your firm. It’s important to use these pages to communicate the full extent of who you are, what services you provide, and your capability to deliver results for your potential client.

You want to be very clear about the extent of your legal services, as well as the geographic area you serve. There should be no doubt left in a prospects mind about what the services you provide are, and how you can help.

Blog Posts

blog content for better search engine visibilityYour blog exists for two reasons. First, to show prospective clients that you’re a knowledgeable, trustworthy professional, and second to get people to find your post, come to your site, and eventually contact and hire you. Your blog posts should be centered around keywords and topics your prospective clients are searching for (see “keyword identification and targeting” above). If you do this, and create quality blog posts, you really only need to write a blog post once or twice a month to get big benefits from it.


website-images-camera-iconThe images on your website should look professional and be used to visually represent the content you’ve written. They should be a visual representation of your content so that main points and key ideas are highlighted and illustrated. Images are a great way to subtly and subliminally convey that you are a local expert.

You can find images to use for your website pages and blog posts from sites like Adobe Stock and Pexels. It’s important to use at least some of your own custom images as well. Cell phone cameras are now fully capable of taking a high-quality picture that can be used on your website. You can also hire a local photographer to make your website images more personal. People respond to local and personalized images far more than stock images, so it’s best to use stock images sparingly.

Demonstrating Expertise and Building Trust with Video Marketing

video-marketing-for-law-firmsIn 2024, it’s more important than ever to get going with video marketing for your law firm. Videos are one of the best ways for law firms to demonstrate expertise, showcase experience, and build trust with potential clients, leading to improved conversion rates.

Use Video to Showcase Your Firm’s Culture and Values

This could include your personal “why” story (what made you decide to become a lawyer), footage of your office environment, team members collaborating, or attorneys participating in community service events. These videos help humanize you and your law firm and can resonate with clients who are looking for a legal team that aligns with their values.

By showcasing your firm’s unique culture and commitment to your clients and the community, you create an emotional connection with potential clients that goes beyond your legal expertise, differentiating you from competitors who may appear more impersonal or corporate.

Incorporate Client Video Testimonials

Video testimonials from satisfied clients can be incredibly persuasive. They provide social proof in a format that feels more authentic and relatable than written testimonials alone. When creating these videos, focus on clients who can speak to specific outcomes and the impact your firm had on their lives or businesses.

Remember to obtain proper permissions and adhere to ethical guidelines when featuring client testimonials. Some jurisdictions may require disclaimers stating that past results don’t guarantee future outcomes.

Building Trust with Online Reviews and Reputation Management

Online reviews have become essential to any law firm’s brand and marketing efforts. A legal marketing survey we recently conducted revealed that 80% of people surveyed said that they would seek out and take into consideration an attorney’s online reviews before hiring them.

Online Reviews Help Increase Search Engine Rankings

Positive online reviews can help to get your website and your local Google “Maps” listing ranked higher in search results. This is because reviews are a big factor in how Google’s algorithm ranks your website locally.

The more reviews you have across a variety of platforms like Google, Yelp, and Facebook, the more positive ranking signals you’ll send back to Google.

Positive Reviews Increase Conversion Rates

The second reason that online reviews are important is that they help convert more prospective clients into paying clients. Beyond search ranking factors, reviews serve as social proof to prospects that your firm will provide them with great service.

Many lawyers say that word-of-mouth referrals are a central part of their marketing strategy. However, data suggests that more people leave online reviews than give reviews or referrals in person.

Positive online reviews are worth their weight in gold and should be a top priority in marketing your law firm. Google and Facebook are two of the best places to direct clients or colleagues to leave you a review.
How Lawyers and Law Firms Can Get More Online Reviews

If you want to generate more online reviews, asking for reviews is key. Simply sending an email or asking in person is the first step. You can do this very easily by creating a Google review link and sending it to clients directly. Another effective way to build your online reviews is to use a tool like BirdEye or GatherUp which helps automate the process of requesting reviews.

Pillar 4:


Tracking Results and Adjusting

Conversion Rate Optimization (CRO) is a critical yet frequently overlooked component of any successful law firm digital marketing strategy. While many attorneys and law firms focus solely on driving traffic to their websites, they often neglect the critical step of optimizing their sites to convert more visitors into clients.

By implementing CRO strategies, law firms can significantly improve the return on their marketing investment by lower client acquisition costs. This in turn can give them a significant competitive advantage in an increasingly crowded and expensive digital marketing landscape.


Improving Marketing ROI by Tracking Results and Making Ongoing Adjustments to Campaigns

In the competitive world of legal services, many law firms invest heavily in marketing to attract potential clients. However, a critical aspect often overlooked is Conversion Rate Optimization (CRO). CRO is the process of improving your website and digital marketing strategies to increase the percentage of visitors who take desired actions, such as contacting your firm or scheduling a consultation.

At its core, CRO is about understanding what potential clients are looking for when they arrive at your website and presenting that information in the most effective way possible. It involves analyzing user behavior, testing different website elements, and making data-driven improvements to enhance the user experience in an effort to increase conversions. For law firms, this could mean the difference between a potential client choosing your services or moving on to a competitor.

At the end of the day, a law firm digital marketing campaign should be designed to do one thing… get you more clients.

If you follow the key elements in Pillars 1-3 of this guide, you’ll already have the vast majority of your CRO completed. From there it’s simply a matter of A/B testing things like images, ad copy, and offers.

Conversion rate optimization (CRO) is a combination of your branding, content, website, customer reviews, and calls to action (click to call buttons, contact forms, etc.). This is where it becomes important to review all the previous parts of this guide, and ensure they are working together.

If you aren’t seeing the success from your digital marketing efforts that you want, it’s likely because you are not utilizing conversion rate optimization.

The Importance of Tracking Marketing Results and Conversions

conversion-tracking-google-analyticsOne of the fundamental aspects of successful CRO is tracking your digital marketing results. This is the single most important step to running a successful law firm marketing campaign, and the one we most often see overlooked. You will never know how successful your marketing dollars are, or how to optimize your campaigns for more success unless you track conversions.

Without proper tracking, it’s impossible to know which elements of your marketing strategy are working and which need improvement. Fortunately, you can easily track conversions using the free call and form tracking tools offered by Google Ads, Google Analytics, and paid third-party tools such as CallRail and WhatConverts. These tools provide valuable insights into your website traffic, user behavior, and most importantly, conversion rates.

Analyzing Tracked Data and Making Adjustments

Once you have a system in place for tracking your results, the next step is to use this data to make informed adjustments and optimizations. This is where the true power of CRO comes into play. By analyzing your tracking data, you can identify areas of your website or marketing funnel that may be underperforming.

Perhaps your landing pages aren’t clearly communicating your value proposition, or your contact forms are too lengthy and causing potential clients to abandon the process.

With this information, you can make targeted improvements. This might involve A/B testing different versions of your website pages, refining your call-to-action buttons, or adjusting the content on your site to better address the needs and concerns of your potential clients. The key is to make changes based on actual data rather than guesses or assumptions.

Using Powerful Free Analytics Tools Like Microsoft Clarity to Make Adjustments to Marketing Campaigns

Microsoft Claritylogo-microsoft-clarity is a powerful, free analytics tool that law firms can use to enhance their CRO efforts. It provides valuable insights into user behavior on your website through heatmaps and session recordings. These features allow you to visualize where potential clients click, scroll, and spend time on your pages, helping you identify which elements are effective and which might need improvement. For law firms, this can be particularly useful in understanding how users interact with practice area pages and contact forms.

Furthermore, Clarity can help optimize landing pages for different marketing campaigns. By analyzing user behavior, you can identify friction points that might be preventing conversions. The tool’s scroll depth analysis and integration with Google Analytics allow you to tailor your pages to specific marketing channels.

Incorporating Microsoft Clarity into your CRO strategy enables your law firm to make data-driven decisions, enhancing user experience and improving conversion rates across your digital marketing efforts.

Increase Conversion Rates by Improving Your Intake Process

One of the most effective ways to boost your law firm’s client acquisition without increasing marketing spend is to optimize your intake process. This starts with ensuring that every call is answered by a real person. In our recent legal marketing survey 63% of people said that they would immediately call the next attorney in line if their call goes to voicemail during business hours.

missed-callsResponding to all leads within 10 minutes (ideally within five) can significantly increase your chances of securing new clients, as people often hire the first attorney they speak with directly. Additionally, eliminating phone trees in favor of personal interactions can create a more positive first impression of your firm. While phone trees may seem efficient, they are impersonal and often discourage potential clients. Many will simply hang up when a recording starts.

To further improve your conversion rates, implement a structured approach to refining your intake process. Begin by assessing your current system and identifying areas for improvement. Develop and implement a plan to address these areas, ensuring your staff is thoroughly trained on the new procedures.

Continuously gather feedback from clients and track key metrics such as lead generation, consultation scheduling, and client retention rates. By focusing on these aspects of your intake process, you can maximize the return on your existing marketing efforts and drive growth for your law firm.

Staying Ahead of Competitors and Marketing Trends with CRO

It’s important to note that CRO is an ongoing process, especially as the digital landscape continues to evolve with emerging technologies like AI-powered search engines. The needs and behaviors of your potential clients are changing, as are the ways they search for legal services. With the rise of AI tools like ChatGPT, Bing AI, and, the way people find and interact with law firm websites is likely to shift.

Regular analysis of your tracked data and continuous optimization efforts are necessary to maintain and improve your conversion rates over time. This includes staying informed about how AI search engines present information about law firms and adapting your digital branding strategy accordingly. By implementing a solid CRO strategy for your law firm, you can ensure your firm remains visible and competitive in this changing landscape.

Thanks for Checking Out Our Guide to Law Firm Digital Marketing

There is still a ton of opportunity for attorneys and law firms to grow their legal practice with digital marketing in 2024. If you follow the fundamentals in this guide, you’ll be well ahead of the vast majority of other law firms.

We hope you’ve found this guide helpful, but also empowering. You can absolutely still win online, the gold rush has only just begun. If you have any questions about anything you read in this guide, please don’t hesitate to reach out!

If you’re interested in digital marketing services for your law firm, we’re here to help. Schedule a strategy session with us today!

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