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Why Law Firms Need Marketing

No matter the size of your law firm—whether it’s a small practice or a national firm—marketing is essential to:

  • Attract new clients
  • Increase brand visibility
  • Establish credibility and authority
  • Build trust and loyalty with clients
  • Strengthen your online reputation
  • Collect data to enhance marketing strategies

These are just a few of the many advantages of law firm marketing, with the ultimate goal being to draw in potential clients.

Why Law Firms Need Marketing

12 Simple Legal Marketing Tactics to Implement in 2024

Marketing your legal services effectively is key to reaching your target audience. Whether you’re a solo attorney, a small law firm, or operate across multiple locations, here are some initial steps to kickstart your marketing efforts.

1. Establish a marketing budget. On average, law firms allocate about 49% of their annual budget to marketing efforts. A useful budgeting framework is the 70-20-10 rule: allocate 70% to proven tactics, 20% to exploring new strategies, and 10% to experimental approaches. This combination ensures reliable outcomes while still fostering innovation.

The amount you spend should be aligned with your business goals and competitive landscape. Practice areas like personal injury and family law tend to require higher marketing spend, especially for newer firms seeking to establish their presence.

2. Develop a marketing plan. A well-thought-out marketing plan serves as your roadmap for all marketing activities. This plan should include:

  • Clear marketing objectives
  • Target audience specifics
  • The marketing channels you’ll focus on (SEO, PPC, content marketing, social media, email campaigns, etc.)
  • A properly allocated budget
  • A timeline with designated individuals responsible for various marketing tasks
  • A performance tracking system for each marketing channel

Having a structured plan helps ensure your efforts remain organized and results-driven.

3. Invest in a professional law firm website. Your website is the cornerstone of your online presence, so it’s important to invest in a professionally designed site that reflects your firm’s message and is SEO-optimized. Essential elements include:

  • Responsiveness. It should look and function well on any device.
  • Security. Ensure the site is secure for users.
  • Speed. Aim for a load time under three seconds.
  • User-friendly navigation. Make it easy for visitors to find important information, especially contact details.

Review examples of top attorney websites or work with professional web designers to create a high-performing site.

4. Claim your free online listings. Start your local SEO efforts by listing your firm on online directories. This boosts your visibility for local searches when users are looking for legal assistance in your area. Law-specific directories like Avvo and Lawyers.com are good starting points but don’t forget to claim your Google Business Profile to collect client reviews and enhance your local SEO.

5. Establish a presence on social media. Having a presence on platforms like Facebook, Instagram, and LinkedIn is a must for law firms. After setting up your profiles, create a content strategy aligned with your marketing goals. Some effective post ideas include:

  • Firm updates and achievements
  • Lawyer spotlights
  • Case studies
  • Behind-the-scenes content
  • Q&A sessions
  • Testimonials and client reviews

Although social media may not always generate direct leads, especially in practice areas like divorce or criminal defense, it helps maintain brand visibility and build trust over time.

6. Build authority and trust (E-E-A-T). To stand out in search results, focus on establishing your firm’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This can be achieved by creating author profiles for blog posts, contributing to authoritative websites, or engaging in offline activities like speaking at bar association events or offering community legal workshops.

7. Encourage positive online reviews. Online reviews play a significant role in attracting new clients. Positive reviews can increase your visibility in local searches and help establish trust. However, avoid incentivizing clients for reviews, as it may violate advertising rules set by the American Bar Association (ABA). Instead, provide excellent service and politely encourage satisfied clients to leave reviews.

8. Start organic SEO. Investing in SEO is a long-term strategy that can generate significant returns. While it requires time and money—typically $3,000 to $5,000 monthly for 6-8 months—it’s worth the investment. Over time, organic leads from SEO tend to be more cost-effective than paid advertising. Consider hiring an SEO agency or building an in-house team to manage SEO efforts.

9. Use paid marketing for immediate results. If you’re looking for quick leads, consider incorporating paid marketing tactics like Google Ads or Local Service Ads (LSAs). While clicks can be costly in competitive areas such as personal injury law, these channels can deliver high-quality leads quickly. Allocating part of your budget to both SEO and PPC can create a balanced approach to lead generation.

10. Define your ideal customer profile (ICP). An Ideal Customer Profile (ICP) helps you target the right audience. By tailoring your marketing campaigns to meet the needs of your ideal clients, you increase the likelihood of attracting quality leads and boosting your conversion rates.

11. Measure your marketing efforts. Tracking your marketing performance is essential. Utilize tools like Google Analytics to monitor your website’s traffic and user engagement. For paid ads, use platforms like Google Ads to track conversion rates and return on investment (ROI). Regular reporting helps you adjust your strategies and stay on track toward your marketing goals.

12. Adhere to lawyer advertising rules. The American Bar Association has specific rules governing legal advertising. Some key guidelines include:

  • Avoid making unsubstantiated claims or using superlatives like “best” or “top.”
  • Don’t claim certifications unless verified.
  • Do not offer incentives in exchange for reviews or recommendations.

Understanding and following these rules is crucial to maintaining your firm’s professional reputation.

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