Developing a Law Firm Marketing Strategy That Actually Works

Your law firm depends on a steady and sustainable influx of clients, so your marketing strategy should include actionable steps to support this goal. The look, feel, and tone of your website matter greatly, so set aside some time to make your site client-focused and SEO-friendly.

Most small- to medium-size law firms are looking for ways to attract and engage more clients. Your business depends on a steady and sustainable influx of clients, so your marketing strategy should include actionable steps to support this goal. Unfortunately, marketing is not a top priority for many firms, as their primary concern is providing their clients with outstanding legal services. Neglecting to set aside time to focus on improving your law firm’s marketing strategy can lead to a plateau or even a decrease in attracting more clients. This post will highlight the essential need to invest in a successful digital marketing strategy and explore some simple steps to guide this important process.

Why Law Firm Marketing Matters

Some small law practices assume that creating a professional website is enough to make themselves visible to potential clients. While websites are essential, the ever-evolving landscape of digital marketing means that law firms need to monitor and update their websites regularly to ensure that search engine algorithms continue to view their content as relevant and useful to web searchers. However, according to recent survey data, 87 percent of law firms reported that their firm has a website, while only 59 percent of solo practitioners stated that they have a website. Those with client-focused, mobile-friendly websites say they have experienced a substantial increase in new clients after implementing a digital marketing strategy.

Start With the Big Picture

Creating an effective digital marketing strategy for your law practice is not a one-time endeavor. Rather, it is an ongoing and evolving process as you assess the success of each strategy and adjust accordingly to ensure you are reaching as many potential clients as possible. However, before you rush to add a new page to your website or start a Twitter account for your law practice, take some time to consider the why behind your strategy. Many law firms benefit from conducting a SWOT analysis (of your practice’s strengths, weaknesses, opportunities, and threats) and using this information to inform and guide their marketing strategy. For instance, if you identify several firms in your area offering similar services, you can use this realization to channel your efforts into differentiating your practice from these other firms. Focusing on creating a meaningful “About” page showcasing what sets you apart from other attorneys can attract more clients who are looking for a genuine and authentic attorney who seems interested in putting clients first.

Leveling Up Your Law Firm’s Website

Simply having a website just doesn’t cut it anymore. Stale websites full of legal jargon often fail to engage site visitors. As you consider revamping your website, it’s important to understand what the average potential client is looking for. In today’s increasingly digital world, the look, feel, and tone of your website matter greatly. Site visitors make snap judgments as soon as the website loads (or, if it takes more than 2 to 3 seconds to load, they will often leave your page). Viewers gravitate toward clean and simple layouts with short blocks of text that facilitate easy consumption and navigation. Many people with legal issues are in need of reassurance, so respond to this need with your calming visuals and color palette, gentle tone, and frequent encouragement to contact your office.

Showing Potential Clients Who You Are

People struggling with legal issues often have several options for legal services in their area, especially those in urban centers. Consider implementing ways to set your law practice apart from those offering similar services in your community. Take some time to identify what qualities your clients most appreciate when working with you, and showcase these qualities through your website, social media, and other digital marketing efforts. A good place to start is the About page on your firm’s website. Instead of listing your educational background and professional accomplishments—which are important—think of how you can present a more comprehensive picture of who you are and what motivates you. Clients are looking for someone they can trust with their vulnerabilities and anxieties, so highlight your commitment to putting the needs of your clients first.

Making Your Website Client-Focused and SEO-Friendly

While you should design your website with your clients’ needs in mind, you should also remember that the search engine algorithm favors websites that take specific steps to make themselves search engine optimized (SEO). It used to be that search engines ranked sites with certain keywords higher than sites with fewer keyword mentions, but this practice led to many sites that sounded “keyword-stuffed,” clunky, and unnatural. Since then, search engines have evolved to reward sites that sound more natural and respond directly to common search engine queries. As you improve your website, try to strike a balance between incorporating relevant keywords and your firm’s location and addressing common client questions in a responsive and authentic way. Over time, search engines will start ranking your site higher, and more viewers will visit your site and respond positively to what they see.


If you’re looking to kick your law firm’s digital marketing up a few notches, call LegalRev today at (800) 893-2590 to discuss your goals.

July 17, 2022