Law Firm Marketing Strategies

Digital Marketing Strategy Guide for Attorneys

Gain Qualified Client Leads for Your Law Firm
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Welcome to our ‘Law Firm Marketing’ guide for 2023, a comprehensive resource designed to illuminate the often confusing world of digital marketing. By the end of this informative journey, you’ll be able to employ a mix of strategies, ensuring your legal services gain the visibility they truly deserve.


In this guide, you’ll learn the fundamentals of digital marketing, such as keyword research and content optimization for search marketing, and more advanced strategies such as link building and ad budget optimization. 


We’ll also provide helpful tips and best practices for leveraging digital marketing to promote your law firm, from creating captivating SEO content and engaging your audience to leveraging the power of social media.


Ready to grow your firm’s online visibility? Let’s go!

SEO: Search Engine Optimization

The term may sound tech-heavy and intimidating, but SEO simply refers to the practice of optimizing your digital presence for search engines. This way, Google and other engines can better find, understand, and recommend your law firm to those in need of your legal services. 

Starting Your SEO Plan

Did you know that 96% of people seeking legal advice start with a search engine? Or that 74% of consumers visit a law firm’s website to take action? 

These facts alone emphasize the importance of having an online presence that is easily discoverable. To stay competitive, it’s crucial to understand and implement effective SEO. 

Here’s how SEO can be beneficial: 

  • Increased Visibility: This leads to additional online traffic.
  • Audience Targeting: Ensures your content reaches the right eyes.
  • Competitive Edge: Helps your site rank above competitor’s websites.
So buckle up! We’re about to dive deep into the realm of search engine optimization, specifically tailored for legal professionals.

✅ Plan Your Keywords – Keywords are the foundation of SEO. Start by identifying relevant keywords and phrases that potential clients might use to search for legal services. Think about the specific areas of law you specialize in and the questions your target audience might have.

Once you have a list of keywords, you then use them to optimize your website content, titles, and meta tags of your website. By creating themes based around keywords for your page, search engines understand what your website’s content is about and makes it easier for potential clients to find your website.

Tools like Google’s Keyword Planner can help you find valuable keywords with high search volume and manageable competition. 

✅ Full Site Audit – Before making any changes, assess your current website’s SEO performance. A comprehensive site audit will uncover issues like broken links, slow-loading pages, and missing meta tags. This step provides a clear picture of your site’s strengths and weaknesses, helping you prioritize improvements.


✅ Build Your Site Hierarchy – A well-organized website is not only user-friendly but also SEO-friendly. Structure your site with a logical hierarchy, ensuring that each page is easily accessible from the main menu. Use descriptive and SEO-friendly URLs, and create a sitemap to guide search engines through your content.

Optimize your content with relevant keywords, and make sure to include internal links to help search engines better understand your site. Monitor your site’s performance regularly and make necessary adjustments to ensure your site remains optimized.

✅ External Link Building – High-quality backlinks from reputable websites can significantly boost your SEO rankings. Start by building relationships with legal directories, industry-specific websites, and authoritative sources. Write guest posts, participate in interviews, or collaborate with legal bloggers to earn valuable backlinks.


✅ Local SEO Considerations – For law firms serving specific geographic areas, local SEO is essential. Ensure that your firm’s name, address, and phone number (NAP) are consistent across all online platforms by claiming and optimizing your Google My Business listing. Because you’re focusing on local SEO for your law firm, you should be versed in this area more than any other

Measure Your Firm's SEO Results

Knowing the best way to gauge how well you did is important, and knowing a few tools to help you out along the way doesn’t hurt either! 

Now, it’s time to assess your progress on your SEO efforts and see if you are yielding the results you want. Here are some important factors:

Plan Your Key Performance Indicators (KPIs):

To measure SEO success, set actionable KPIs that match your law firm’s goals. These KPIs could include metrics like organic search traffic, keyword rankings, conversion rates, and bounce rates. Set clear, measurable goals for each KPI to track your progress over time.


✅ Finding the Right SEO Tool:

Investing in the right SEO tools is essential for accurate measurement and analysis. Consider tools like Google Analytics, Google Search Console, and third-party SEO platforms like Moz Domain Analysis or SEMrush for keyword research. These tools provide valuable insights into your website’s performance, keyword rankings, and user behavior.

Once you have access to the necessary data through your chosen SEO tools, it’s time to build actionable reports. Create custom dashboards or reports that display your selected KPIs and track them over time. These reports should be easy to understand and highlight trends, successes, and areas for improvement.


✅ Analyze and Adjust:

Regularly review your SEO reports to identify patterns and opportunities. Are your chosen keywords performing well?

Are there pages with high bounce rates that need optimization? Use your data to make informed decisions and adjust your SEO strategy accordingly. Continuous improvement is key to long-term success.

Measuring your law firm’s SEO results is not a step you want to skip. Set goals, use SEO tools to extract insight, and create reports – using these methods correctly, you’ll always be imporving your growth plan.

Remember! SEO is an ongoing process, and it may take time to see significant improvements. Be patient, stay committed to your strategy, and adapt to changes in the digital landscape.


It does you no good if you put effort into building out your SEO strategy but don’t know how to measure the results. Make sure you set up your analytics tracking the best way for you and your firm.

PPC: Pay Per Click

Paid Advertising channels can be amongst the most successful for a law firm if set up correctly.

PPC (aka Pay Per Click) aims to marry user searches on search engines with highly targeted, qualified ads.

But, as they say, it’s easier said than done! So, let’s take look at some of the most important areas and concepts you should be looking at when building out a PPC campaign for your law firm.

Online Paid Advertising as a Lawyer

The following guide was put together by our experts to help lawyers and attorneys get a wholistic view of setting up a digital marketing strategy for law firms.

Sure, there’s lots of competition.To become a PPC master and achieve success for your own firm quickly, you need the right guidance, tools, and stategies.

That’s where we come in!

Let’s go through some of the most important aspects of creating a successful PPC campaign as an attorney.

✅ Start Your PPC Plan with Keyword Research:

Keyword research is the cornerstone of a successful PPC (Pay-Per-Click) campaign. Begin by identifying relevant keywords that potential clients might use to search for legal services. Utilize keyword research tools like Google Keyword Planner to uncover high-value keywords with manageable competition.

✅ Make Dedicated Landing Pages for Your Most Important Keywords:

For maximum conversion rates, create dedicated landing pages that align with your chosen keywords. These pages should be highly relevant to the ad’s message, providing a seamless user experience and encouraging visitors to take action.

 Setting Up Your Campaigns:

Navigate through the PPC platform of your choice, such as Google Ads or Bing Ads, to set up your campaigns. Organize your campaigns and ad groups logically, ensuring that ad copy, keywords, and landing pages are tightly related. Consider ad extensions to enhance your ads’ visibility and relevance.

✅ Copywriting for Law Firm Ads in a Competitive Space:

Writing compelling ad copy is essential in the competitive legal industry. Craft attention-grabbing headlines, highlight your unique selling points (USPs), and include persuasive calls to action (CTAs). Ad copy should be concise, clear, and tailored to the specific needs of your target audience.

✅ Budgeting Your Firm’s PPC Spend:

Determine your advertising budget based on your law firm’s goals and financial capacity. Think about keyword competition factors, location targeting, and the expected cost per click (CPC). Monitor your spending closely and make adjustments as needed to stay within budget.

Why Your PPC Metrics are Important

Knowing the best way to gauge how well you did with your PPC is important, and knowing a few tools to help you out along the way doesn’t hurt either! 

Using the right metrics and tracking tools can help identify your strengths and weaknesses, then you can adjust your campaigns accordingly. It’s important to track your progress over time to make sure you’re making the right moves.

Now, it’s time to assess your progress on your paid advertising efforts and see if you are yielding the results you want. Here are some important factors:

Here, we’ll explain why these measurements are important and how they can help you make successful PPC strategies and reports.

✅  Why Your PPC Metrics Are Important:

Your Law Firm’s PPC metrics are your window into the return on investment (ROI) of your advertising efforts. They reveal how effectively your ad spend translates into tangible results, such as leads, conversions, and revenue.

  • Measure Campaign Performance: Key indicators like CTR, conversion rate, and quality score help evaluate ad and keyword effectiveness. This information aids you in directing resources toward the most successful campaigns.
  • Refine Strategy: By tracking metrics, you can make data-driven decisions to refine your PPC strategy. Adjust bidding, ad copy, and targeting based on what’s working and what’s not.
  • Cost ControlMetrics like cost per click (CPC) and cost per conversion help you manage your budget effectively. You can identify areas where costs are high and optimize accordingly.

✅ Continued PPC Optimization:

Armed with PPC metrics, you can embark on a journey of continuous optimization. Regularly review your metrics to uncover underperforming keywords, ads, or landing pages. Make adjustments to improve efficiency and maximize results.

Learn to master A/B testing to refine your paid ad copy, landing page design, and CTAs. By analyzing metrics, you can determine which variations yield the best results and implement those changes. This is a critical step for your firm’s success – make sure you strike while the iron’s hot!


Remarketing is a powerful strategy to re-engage with visitors who have interacted with your website but haven’t converted. PPC metrics, such as audience segmentation and conversion tracking, are essential for creating and optimizing remarketing campaigns. Make sure you use specific messaging for remarketing audiences based on their previous interactions with your site – very important!. This personalization can significantly boost conversion rates and ultimately more client leads.


In this beginner-friendly guide, we’ll delve into the world of social media marketing specifically for lawyers. We’ll equip you with the knowledge and insights you need to establish a strong online presence and generate new leads.

You want to amplify your law firm’s visibility, engage with prospective clients, or position yourself as an industry thought leader: the key lies in harnessing the power of social media effectively.

Dominate The Competition with Social Optimization

Being active on social media optimization as an attorney is important in order to stand out, engage your audience, and outperform competitors. 

Getting started on any social channel early is always the best approach. Why let your competitors be the only one in that space?

Most channels have metrics that allow for associating history with trust. Let’s go over the steps to craft a winning social media strategy that maximizes your law firm’s brand presence and success. Make sure to always plan ahead; this is the key to success.

Creating Your Content Strategy:

A well-defined content strategy is the foundation of social optimization. Start by identifying your target audience, their interests, and pain points. Tailor your content to address these needs while showcasing your legal expertise. Plan a content calendar to ensure consistency and relevancy in your posts.

Use Rich Media to Get the Most Interaction:

Visual content, including images, videos, infographics, and live streams, captures attention and fosters engagement. Incorporate rich media into your social posts to convey complex legal concepts effectively and make your content shareable.

Your Law Firm’s Brand Across Social:

Consistency in branding is vital. Maintain a cohesive visual identity, including logos, color schemes, and tone of voice, across all social platforms. This fosters brand recognition and trust among your audience. You’re ultimately trying to build some brand advocacy for your firm, and social currency likewise. Remember to keep this in mind as you’re always representing your firm!

Compliance and Ethics:

Legal professionals must uphold high ethical standards on social media. Familiarize yourself with the rules and guidelines governing lawyer advertising in your jurisdiction. Ensure that all content adheres to these regulations. While this sounds obvious, as a lawyer, it’s important to understand the regulations involved in these channels, as they’re all unique.

Is SMM important for Digital Marketing? Check The Data!

Knowing the best way to gauge how well you did is important, and knowing a few tools to help you out along the way doesn’t hurt either! 

Now, it’s time to assess your progress on your SEO efforts and see if you are yielding the results you want. Here are some important factors:

Analytics and Monitoring Your Email Campaigns:

The first step in assessing the importance of SMM is to examine the data. Use analytics tools to measure the impact of your social media efforts. Analyze key metrics such as:

  • Engagement Rates: Assess how effectively your content resonates with your audience. High engagement rates indicate that your content is compelling and relevant.
  • Click-Through Rates (CTR): Measure the effectiveness of your social media campaigns in driving traffic to your website or landing pages.
  • Conversion Rates: Track the number of social media leads or sales generated. Conversions are a direct measure of the ROI from your SMM efforts.

To understand how Social Media Marketing affects your digital marketing, you must monitor your reporting, and make actionable insights from the data.

Engagement and Interaction on Your Posts:

One of the distinctive strengths of SMM is its ability to foster engagement and interaction with your audience. Social media platforms provide a unique space for two-way communication between your brand and your customers.

Analyze the level of engagement on your social media posts consistently, and pivot where needed to adapt to your high level strategy.

Boosted signals of likes, comments, and shares indicate that your content is resonating with your audience. Engagement is a sign of brand loyalty and trust.

Planning Future Growth on Your Social Channels:

The data from your social media campaigns can guide your future growth strategies. Identify trends in your audience’s behavior, content preferences, and platform usage.

Consider expanding your presence on platforms where your audience is most active. Explore new content formats and creative approaches based on what has worked well in the past.

SMM is not just a trend; it’s a dynamic and influential tool that can drive engagement, boost brand awareness, and directly impact your bottom line.


The data will likely reveal that SMM plays a pivotal role in your overall strategy, helping you connect with your audience, drive traffic, and achieve your business goals, so don’t forget to utilize this to your firms advantage.


Despite the rise of various other forms of digital communication, email retains its position as a preferred method of correspondence for many clients. This makes it an invaluable tool for law firms aiming to build meaningful relationships with their clients, nurture potential leads, and strategically grow their business.

Let’s explore what email marketing for lawyers entails and its power to catapult your firm’s success.

Digital Email Strategies for Success

Getting started on any social channel early is always the best approach.

Most channels have metrics that allow for associating history with trust. Let’s go over the steps to craft a winning social media strategy that maximizes your law firm’s brand presence and success. Make sure to always plan ahead; this is the key to success.

To achieve success with your digital email strategy, consider these key principles:

Target Your Audience Using the Right Segmentation: One-size-fits-all emails are a thing of the past. Effective email marketing begins with segmenting your audience.

Divide your subscribers into distinct groups based on factors such as demographics, behavior, purchase history, and engagement level. Segmentation allows you to send tailored messages that resonate with each group’s interests and needs. It’s about delivering the right message to the right people at the right time.

Release Quality Content: Content is king, even in the realm of email marketing. Your subscribers should eagerly anticipate opening your emails because they know they’ll find value inside. Craft engaging, relevant, and informative content that addresses your audience’s pain points and interests. By consistently offering valuable content like blog posts, newsletters, and special deals, you can gain trust and keep your audience interested.

Automate Your Strategy Using Drip Campaigns: Drip campaigns are a game-changer for email marketing efficiency. These automated email sequences allow you to send a series of messages to subscribers based on their actions or specific triggers. For instance, you can welcome new subscribers, nurture leads, or re-engage inactive customers.

Here’s a quick breakdown of a drip campaign:

  • Welcome Series: Greet new subscribers with a warm welcome email, introduce your brand, and set expectations for future emails.
  • Lead Nurturing: Send educational emails to guide leads through the buyer’s journey and offer incentives to get new clients.
  • Reactivation: Re-engage dormant subscribers with enticing offers or content that piques their interest.

To succeed in your digital email strategy, remember these key principles: segment your audience for personalized messaging, prioritize high-quality content to engage subscribers, and harness the efficiency of drip campaigns for timely and relevant communication. 

These strategies collectively enhance your email marketing efforts, fostering stronger connections and boosting effectiveness.

Use the Right Email Tools to Measure Growth

Tracking your email behaviors not only allows you to measure the impact of your communications but also refine and enhance your approach for better outreach.

When tracking your email behaviors, you can measure how often you send emails, which emails are opened, which emails are clicked on, and which emails are responded to.
This data allows you to make informed decisions about which emails to send and when to send them. In addition, it allows you to know which emails should be sent less frequently.

Innovation and adaptability are key, and it’s within your grasp to make the most of them.

Automation :

Automation in law firms simplifies repetitive tasks like client onboarding, document generation, and appointment scheduling. 

As a result, efficiency and communication with clients improve.

Email drip campaigns, on the other hand, nurture leads and maintain client relationships through email. Attorneys can educate, onboard, update prospective clients on case progress, and offer ongoing legal education.

Measuring Email Marketing Success in Law Firms:

Law firms should monitor open rate, click-through rate, conversion rate, unsubscribe rate, and bounce rate as important metrics. The ROI of a campaign is critically important for assessing its profitability.

The results can be optimized by segmenting the audience and running A/B tests.

Lawyers can acquire understanding about the effectiveness of their campaigns and identify the components that function well. The results can be used to improve campaigns. This can be done by splitting the audience, trying different versions, and tracking the ROI of each campaign.

press releases

Think of press releases as a comprehensive approach that seamlessly combines news distribution, brand visibility, and public awareness, all encapsulated within the confines of a well-crafted press release.

From conveying newsworthy content to announcing product launches, company updates, or noteworthy achievements, press releases adeptly manage these processes, ensuring they are both efficient and effective.

How to Utilize a Press Release for Your Law Firm

One often-overlooked yet potent tool at your disposal is the press release. As one of the most cost effective tools, a press release can garner you view for your branding efforts where you may not have considered.

Many times, a target audience may have other avenue’s of discovering your brand. They may not all be on social media or searching for a law firm on Google, for example. So, it’s important to consider a press release for added opportunity.

Here’s how you can leverage it effectively:

Announcing Your Significant Achievements: Your law firm’s milestones, successes, and noteworthy cases deserve recognition. A press release provides a formal and impactful way to announce these achievements. Crafting a compelling press release enables you to share your achievements with a broad audience. These achievements could be a notable legal triumph, a beneficial collaboration, or a distinguished honor for a local event or accomplishment.

Building Your Reputation and Credibility: Trust is paramount in the legal profession. A well-crafted press release enhances your firm’s credibility by showcasing your expertise and accomplishments. When potential clients, peers, and partners see your firm consistently featured in press releases, it instills confidence in your capabilities. Not only is reputation established on legal expertise, but also on the image of authority, which can be nurtured through press releases.

Attracting Media Attention to Grow Your Online Presence: Media attention translates into increased online visibility. Journalists and bloggers are always on the lookout for compelling stories. Crafting a newsworthy press release can attract media coverage, leading to articles, interviews, and mentions in reputable publications. This exposure expands your online presence, reaching a broader audience SEO by giving authority to your site through an extrnal marketing channel.

Finding Unique Ways to Build Your Story: A press release isn’t merely a dry recitation of facts. It’s an opportunity to tell a story that captures attention and engages your audience. A story about who, what, why, when, and how – And it’s all about you!

Find the unique angle in your achievements or cases. Highlight the human element, the challenges overcome, or the impact on your clients or the community. Crafting a compelling narrative turns a press release into a captivating story that resonates with readers.

Discovering Reliable PR Connections for Your Industry: Building strong connections with media outlets, journalists, and PR professionals . They can help amplify your press releases and navigate the complexities of media engagement. At Busy Bee Media, we know your industry well, and can strategically distribute your press releases for maximum impact.

Press releases are important for your company’s reputation, getting media attention, and growing your customer base. Be sure to add this tool to your roster!

Finding Your Successful Campaigns

Tracking the success of your press release is essential to understand the reach and impact of your communications effort. It provides valuable insights into how well your message resonated with your audience and how it influenced their perceptions about your law firm. But, how do you track your press release success? 

To track the success of your press release, consider these key elements: Overall Reach, Engagement, Conversions, and Feedback.

Let’s look at why these are important.

The Crucial Role of Timing: Timing is crucial when it comes to getting your press release in front of the right eyeballs.

If you send it out too late, you might miss the opportunity to get media attention and shape the narrative.

On the flip side, if you release it too early, your news could easily get lost amidst the flood of other stories.

Measuring Your Results: Indicators such as media coverage, online engagement, and website traffic can gauge a great press release. 

It’s essential to track these metrics in Google Analytics, along with other external performance indicators to determine the impact of your press releases accurately. The SEO benefits are worth setting up reporting that is actionable as well.

Analyzing the results allows you to identify what worked and what didn’t. Did your timing align with current events? Was your content truly relevant to your audience? Use these insights to adapt and refine your approach for the next press release.

video marketing

As an attorney, you’re an expert in the law, not necessarily video marketing. But in today’s digital world, understanding how to leverage video content effectively can greatly elevate your law firm’s online presence.

Now, where do you start? It all begins with understanding your audience and setting clear goals. Crafting educational content that resonates with your audience and showcases your expertise is equally crucial. 

Use Video Marketing to Boost Your Firms Online Presence

First and foremost, it’s essential to understand who your audience is. Ask yourself, who are the people who need your legal services? Understanding these factors will guide you in creating video content that resonates with them.

Next, you need to clearly define your goals. What do you want to achieve with your video marketing? Do you aim to contribute to brand awareness, generate leads, improve client retention, or all of the above?

Having clear, measurable goals will help you shape your video strategy and measure its success. Now, let’s look at how we can dive deeper and utilize these strategies for growth. 

Understand Your Audience and Goals:
Video marketing for lawyers starts with knowing who your audience is and what your goals are. Using video marketing effectively requires a thorough investigation of your target market and your goals. Are you aiming to educate, build trust, or generate leads? Knowing your objectives will shape your content and strategy.
Video marketing for lawyers is like building a house; you need a solid foundation, the right materials, and the right tools to build something that will last. Without those elements, your efforts will be in vain.

✅ Create Educational Content:
Law firms can build credibility by creating informative videos. Consider producing content that explains legal concepts, recent legal changes, or common legal issues. Educational content can establish your firm as an authority in the field, attracting potential clients seeking reliable information.
Videos are a convenient way to quickly explain complex topics, and clients can trust the content because law firms have a vested interest in providing accurate information. Furthermore, producing videos can help establish an online presence, as videos are shared more often than written content.

✅ Showcase Expertise and Team:
Introduce your attorneys and showcase their expertise through video profiles. Share their experience, credentials, and the types of cases they handle. This helps potential clients connect with your firm on a personal level and build trust in your legal expertise.
For example, you could include an interview-style video, which asks your attorney to share their story and how they came to specialize in a particular area of law.

✅ Testimonials and Success Stories:
Client testimonials and success stories can be powerful tools for building trust. Share video interviews or case summaries highlighting successful outcomes. Real-life experiences from satisfied clients can resonate with prospects, showing that your firm delivers results.

After all, if a picture is worth a thousand words, then video must be worth millions!

Measuring Video Marketing Outcomes

✅Optimize for SEO:
Ensure your video content is search engine optimized to increase visibility. Use relevant keywords, write descriptive video titles, and provide comprehensive video descriptions.

Having your videos rank high on search engines makes it easier for potential clients to find your content. Track this carefully! Use Google Analytics to keep track of your most important metrics.

For instance, when writing a video title, use keywords that correlate to the content of the video, and also include relevant keywords to help the video rank higher.

Additionally, make sure the title is concise and to the point, since this will help draw visitors in as well as make them more likely to watch.

✅ Call-to-Action (CTA): Include clear and compelling calls to action in your videos. Encourage viewers to take the next step, whether it’s contacting your firm for a free consultation or visiting your website for more information. A well-crafted CTA guides potential clients toward conversion.

Just make sure your CTAs aren’t too pushy, or you might end up with more unsubscribes than conversions!

Analyze and Adapt:
Regularly checking in on the performance of your video marketing efforts. Use appropriate analytics tools to track metrics and Key Performance Indicators (KPI) like views, engagement, and conversion rates. Analyze this data to adapt your strategy, focusing on what works best and making improvements as needed.

For example, if you notice that a particular video is getting a lot of views, but has a low conversion rate, you might decide to create more videos with similar content.

On the other hand, you might also decide that the video is not working because the content is not relevant or engaging. In this case, you might want to create more videos with different content.

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