The Best Digital Marketing Techniques for Law Firms


Having solid digital marketing techniques is vital for any business looking to reach possible clients online. For law firms, here are the techniques for you.

About 70% of businesses don’t have a structured or documented conversion rate optimization (CRO) strategy. Without a strategy in place, you could waste valuable time trying to convert potential clients. You might struggle to grow your law firm or get ahead of competitors as a result.

Instead, consider using the latest digital marketing techniques for law firms. Using these online marketing strategies can help expand your reach online. It can also help you acquire new clients at a low cost-per-acquisition (CPA).

Improving your ROI this year can help your law firm experience lasting growth.

Discover how to generate brand awareness, website traffic, and fresh leads for your law firm! Get started with these seven effective online marketing strategies today.


1. Ensure Your Brand Stands Out

First, it’s important to make sure your law firm stands apart from others in the area. Otherwise, potential clients might confuse your firm with another. You might struggle to generate leads if you can’t remain top-of-mind.

Instead, take the time to update your brand. An eye-catching, distinct brand can help you generate more brand awareness. 

After all, about 60% of consumers prefer choosing familiar brands. The more clients recognize and believe in you, the more they’ll trust you. Building brand trust can help you attract new clients. 

In fact, you only have seven seconds to make a strong first impression. Within those seven seconds, clients decide whether or not they like and trust you. With that in mind, consider investing in quality visual branding this year. 

Your brand includes your:

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

Create brand guidelines for your law firm. Brand guidelines will ensure every member of your team is on the same page. Otherwise, inconsistent branding might confuse your clients. 

Then, maintain brand consistency across all marketing channels. Maintaining consistency can help more people recognize your brand. 

Once you update your branding, you can use digital marketing techniques to encourage brand awareness and recognition. For example, you can create more digital pay-per-click (PPC) ads this year. You can also build brand recognition using social media and email marketing. 


2. Make It Personal

About 84% of people say being treated like a person (rather than a number) is important to winning their business. About 74% of people get annoyed when content doesn’t align with their interests. As you begin using these digital marketing techniques, keep personalization in mind.

Understanding your clients will help you create content that appeals to their needs and interests. You’ll have an easier time connecting with them on an emotional level, too. You might have an easier time attracting clients as a result.

In fact, personalization could lead to eight times the ROI on your marketing spend. 

Take the time to research your clients. Consider the demographics and psychographics they fall under. Then, segment your overall audience into smaller brand personas.

For example, you might want to segment clients based on their legal needs (auto accidents versus criminal cases). Perhaps you want to focus on clients who fall within a higher household income. Maybe you want to use location-based language when advertising to clients. 

Segmenting your clients into groups can help you create personalized messages. It can also better inform your content and design choices. 

Otherwise, you might make assumptions about their needs or the pain points they’re experiencing. Generalized messages might not connect with your clients. They might decide to take their legal needs elsewhere. 


3. Generate Leads Through Your Website

In order to develop a successful online marketing strategy, take the time to update your website. A slow, outdated website might scare off clients. Make sure your site isn’t creating a negative user experience. 

A positive user experience will ensure your site is easy to navigate and explore. Visitors will have an easier time finding the content they need.

Add multiple lead conversion opportunities across your website, too. For example, you can add a chatbot to improve the user experience. Visitors can gain easy access to the help they need.

You can add pop-ups and forms across your site to generate more leads, too.

Make sure your forms are simplified and quick to complete. Otherwise, visitors might feel too frustrated to complete and submit the form. 

Your website can become your most effective lead generator if it’s up-to-date and optimized. 


4. Boost Your Online Reputation

Potential clients will want to learn as much about your law firm as possible before scheduling a consultation appointment. As part of your digital marketing strategy, take the time to improve your online reputation.

First, update your Google My Business listing. Ask recent clients to post their reviews on your profile. Then, feed those reviews to your website.

Generating reviews throughout the year can benefit your search engine optimization (SEO) efforts, too. 


5. Improve Your Organic Rankings

Higher search engine rankings will help you generate more website traffic, which can help you generate more leads. As part of your online marketing strategy, consider your SEO strategy. 

Start by creating blog content based on the search terms your clients use when looking for law firms online. You can also create infographics, videos, and eBooks as part of your content strategy. 

Consider working with a digital marketing agency for more effective ways to improve your organic rankings, too. 


6. Advertise and Remarket

Pay-per-click (PPC) advertising can help you generate brand awareness, website traffic, and leads. You can use platforms like Google Ads or Facebook Ads to start marketing online.

Use remarketing to reappear in front of people who previously visited your site as well. You’ll get a second chance to encourage them to convert. 


7. Remain Top-of-Mind

You can remain top-of-mind with email and social media marketing. 

First, add a newsletter subscription form to your site. Offer a lead magnet to draw people in. 

You can also share your blog content on social media to draw visitors to your website. 


Get in Order: 7 of the Best Digital Marketing Techniques for Law Firms Today

Don’t miss the chance to draw new clients to your law firm this year. Instead, use these digital marketing techniques to generate new leads. With these tips, you can expand your reach online before setting your law firm up for success.

Start marketing online with these seven strategies today. 

Need help with marketing for law firms? We’re here to help. 

Contact our team today to get started!

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