5 Marketing Strategies of Successful Law Firms

Whether your law practice has an established marketing strategy or you are looking to maximize its effectiveness, consider using strategies like focusing locally, posting new content regularly, and expressing your genuine interest in serving people to cultivate client trust.

All law firms recognize the importance of marketing their services in some way. While some firms have devoted significant time and resources to establishing a robust and comprehensive marketing strategy, others consider having an active website and a few online reviews sufficient to engage potential clients. Marketing is far from a one-size-fits-all approach; firms must be purposeful in their rollout of a new marketing strategy and measure its effectiveness to assess whether it accomplishes the underlying goal—bringing in a steady stream of clients. Whether your law practice has an established marketing strategy or you are looking to maximize its effectiveness, it’s worth taking a look at some of the most impactful marketing habits of successful law firms. Using some of the strategies outlined below can help to grow your practice and reach more clients in the near and long-term future.

Start Locally

As online search engine algorithms like Google change and evolve, location matters more than ever. When someone enters a question or topic in the search bar, the algorithm uses the person’s location to provide them with links to nearby services. For instance, if someone is looking for a personal injury lawyer or has a question about filing a claim, the search engine algorithm will prioritize results matching the location of the searcher. It’s critical that your firm creates as many local business listings as possible; the more listings your law firm has, the easier it will be for potential clients to find you. Create listings on Google, Yahoo!, Local, Yelp, Bing, Internet Yellow Pages, and other publicly available online directories. Don’t forget to make sure your firm’s information (address, phone number, etc.) remains consistent across all the directories. Even a minor typo can limit your visibility and ranking on the search results pages.

Creating and Sharing New Content

Building a user-friendly website is just the beginning of a long-term marketing strategy. Search engine algorithms prefer sites that post regular updates or share fresh content. Creating a schedule for posting new blogs to your website is a solid and effective way to share updates and attract the attention of search engines. Additionally, your firm can use social media to transmit your updates and content to a larger audience. For example, you can write a new blog post and link it to your website, then share a link to the new post via your law firm’s Twitter, Facebook, or LinkedIn profile. However, it’s helpful to recognize that “effective” doesn’t always mean “more”—creating fewer posts that are carefully written and engaging will perform better than hastily posting several blogs for the sake of quantity.

Create Goals and Track Effectiveness

The strength of a marketing strategy depends on how specific, achievable, and measurable the underlying goal is. As you focus on growing your law practice, take some time to identify a clear and trackable goal. Perhaps you want to see a certain number of new clients schedule consultations with you, or you want to focus on promoting a specific practice area. Use your goal to design a marketing strategy, then use the tracking tools and metrics to gauge its effectiveness. Tools like Google Analytics allow law firms to track a wide range of metrics in real-time, allowing you to use immediate feedback to make the necessary changes and improvements as you go.

Focus on a Niche

One of the most challenging aspects of attracting more clients is setting your law firm apart from others in your area who provide similar legal services. Law firms with multiple practice areas often find themselves struggling to distinguish their firm from their competitors, especially since websites highlighting too many practice areas can come off as too general. It’s worth taking some time to identify the services or qualities that set you apart—what can clients receive from you that is unique and memorable? Even if your law firm provides legal guidance in several practice areas, consider framing yourself as an expert in one or two of these areas. The search engines and site viewers will notice your website’s emphasis on particular legal fields, establishing you as a reliable legal professional and the “go-to” attorney in your field.

Showcase Who You Are

While people want to trust that their attorney has the experience and expertise necessary to resolve their issue, they also crave reassurance and support. Most clients need legal guidance for deeply personal matters, and they may fear judgment or criticism for finding themselves in these vulnerable situations. As you update your website, think of how you can convey your genuine concern for your client’s well-being through your content, tone, and images. Show your site visitors that you are so much more than a capable legal professional—you are a caring human being who wants to help them secure the best possible outcome.


Get in touch with LegalRev today by calling (800) 893-2590 to discuss your law firm’s digital marketing goals.

March 17, 2023