As we move into the final weeks of 2024, it’s a good time to reflect on your law firm’s successes over the last year. Perhaps you were pleased with a recent uptick in client inquiries this year, or you noticed that a specific practice area your law firm offers performed particularly well. It’s also helpful to set some goals for 2025 so that your law practice can start creating actionable strategies to maximize your chances of success. The most effective content marketing goals for law firms are specific and measurable, so it’s important to encapsulate these intentions as clearly and quantifiably as possible. This way, you can track your progress using metrics and other forms of feedback that allow you to adjust and adapt your digital marketing strategy accordingly.
In the spirit of reflecting on the year’s achievements and mindfully preparing for a strong year ahead, it’s worth taking a look at some of the most anticipated law firm digital marketing trends to watch for in 2025. Naturally, the implementation of artificial intelligence (AI) generative technologies tops the list, as the applications and impacts of these tools are vast and varied throughout virtually every industry. To get the most out of your digital marketing for lawyer strategy, consider working with a boutique content marketing firm that specializes in serving the needs of smaller businesses. At LegalRev, we have the tools and expertise to help you obtain the results you’re after. We encourage you to reach out to our office today to learn more about how integrating some of the following digital marketing trends into your overall strategy can grow your practice steadily and effectively. Let’s take a look at just a few of the hotly anticipated content marketing trends for law firms that are sure to unfold in 2025.
1. Approaching Generative AI Tools Smartly and Cautiously
By now, your law firm has likely considered how generative AI tools like ChatGPT could be used to save you valuable time and money. These free online tools can deliver seemingly high-quality written content in a matter of seconds, making them a very attractive option for smaller law practices that may not have the considerable marketing budgets of larger, more established law firms. However, it’s essential to recognize that although the content generated by AI technologies is often perfectly readable and cohesive, it’s still best to exercise caution before entrusting AI with all of your law firm’s digital marketing needs. Tools like ChatGPT still have several documented limitations, such as potentially biased responses or content that’s generated using outdated, inaccurate, or dubious information. While the decision of whether to use these tools to generate content for your website or social media accounts is up to you, it’s best to weigh this decision carefully before immersing yourself completely. For now, human-written content still resonates more impactfully with consumers and potential clients—so it’s probably worth keeping this tried-and-true content marketing strategy for law firms as we move into the new year.
2. Prioritizing Mobile-First Web Design
It’s no secret that more and more people are using their smartphones to search for products and services. Unlike desktop computers and laptops, our phones are always with us to offer the convenience of search engines and information within mere seconds. If your law firm has not thought much about mobile-first website design or accessibility, now is the time to do so. Check to see how your firm’s website displays on various mobile devices, including phones and tablets. If there are any issues, such as pictures that will not display properly, considerably slow loading times, or messy layouts that differ from how the website looks on a computer screen, it’s time to adjust the website so that it displays seamlessly from any device.
3. It’s All About Voice Search Optimization
The rise of voice assistants (think Siri and Alexa) has exploded within the past few years. People are becoming increasingly adept at using voice commands to gather information from search engine algorithms. As a smaller law firm, understanding the subtle differences between voice searches and written searches is critical for your law practice to remain relevant and accessible to those looking for legal services in your local community. For instance, someone looking for an estate planning attorney in New York might type in the search terms “estate planning lawyer New York,” while someone using voice search might say “Hey Siri, is there an estate planning lawyer near me?” Integrating keywords that appear in both types of search queries is the best way to appeal to as many potential clients as you can—whether they search for legal services online or via voice search.
Find out where you stand with a local keyword report.
4. Video Marketing Improves SEO Performance
There’s a reason why apps like TikTok and Instagram continue to dominate the social media landscape. People are drawn to visual content, especially videos, more than they are to written content. As an attorney, you can harness the power of video content to improve the reach and effectiveness of your social media marketing for lawyers strategy. Filming and posting short, engaging videos that answer common client questions about your practice areas or that give potential clients a better sense of the person behind the law firm can go a long way in encouraging someone to enlist your services. Potential clients will appreciate your genuine interest to interact with them in a visual and meaningful way, which may be the deciding factor in their decision of whether to schedule a consultation with your law firm.
5. Investing in Local SEO Strategies
Search engines like Google are constantly finding ways to make their search engine algorithms (and the results they generate) more relevant to the individual searcher. To take your digital marketing strategy for law firms efforts to the next level, it’s worth engaging in local SEO strategies that tailor your marketing content to appeal to potential clients in your particular location and the surrounding areas. Make sure your Google Business Profile is complete, accurate, and up-to-date, and try to include several backlinks between your website and other reputable local directories or community organizations to make the most of your local SEO endeavors.
When it comes to an effective and impactful digital marketing strategy, your law firm deserves the best there is. At LegalRev, we believe in data-driven, results-oriented marketing solutions that deliver you the results you’re after. Give us a call today at (800) 893-2590 to get started with one of our knowledgeable law firm content marketing experts.
