Best Practices

Digital Marketing for Lawyers: A How-To Guide

Gabriela Jhean
Gabriela Jhean
February 15, 2024

As the legal industry evolves, so do the avenues for connecting with potential clients. In this digital era, information is just a click away and a strong online presence is your ticket to new cases.

Enter law firm digital marketing—the ultimate tool for growing your business.

In this how-to guide, we'll delve into digital marketing for lawyers, shedding light on why it's essential, how to optimize your strategies, and whether seeking professional assistance is the right path for your practice.

What Is Law Firm Digital Marketing?

Law firm digital marketing uses various online channels and strategies to promote legal services. A marketing strategy will guide your efforts to engage your target audience, boost brand awareness, and acquire new clients.


Digital marketing for lawyers encompasses a spectrum of tasks, from optimizing your website for users and search engines to cultivating a social media presence.

Ultimately, digital marketing is about connecting with people. It aims to elevate your law firm's visibility to get you in front of new, potential clients and provide ongoing value to existing ones.

Why Is Digital Marketing for Law Firms Necessary?

With online activity higher than ever, the right legal marketing strategy is critical for standing out against the competition. The greatest benefits it brings to your firm include:

  1. Visibility: Potential clients are actively searching for legal services online. An effective digital marketing strategy ensures that your law firm stands out and is easily accessible to individuals seeking legal assistance.
  2. Credibility and Trust: Clients are more likely to engage with a law firm that has a reputable digital presence, including an informative website and engaging social media content. Online reviews are particularly important, with 59% of consumers using reviews to choose their lawyer. By fostering a positive online presence, you'll make your firm more appealing to prospective clients.
  3. Targeted Reach: By understanding your audience and their online behavior, you can create targeted campaigns that resonate with the right individuals. This approach increases the likelihood of conversion.
  4. Competitive Edge: When done right, lawyer online marketing can help your firm become the preferred choice for legal services. A professional and robust online presence not only distinguishes your practice but also solidifies its standing as a trusted authority in the legal realm.


How to Optimize Your Law Firm's Digital Marketing

Now that you understand the importance of a law firm digital marketing strategy, let's look at how to do it. Below are seven essential digital marketing tasks for your firm:

1. Improve the Legal Website User Experience (UX)

Your website serves as the virtual front door to your practice. It's crucial to make a good first impression on potential clients. Optimize the user experience to create a seamless and engaging journey for visitors. You'll want to ensure easy navigation, quick load times, and mobile responsiveness. A well-designed website should ultimately captivate visitors and compel them to explore your legal services further.

2. Invest in Search Engine Optimization (SEO)

Whether it's about saving time, money, or some combination, skipping out on SEO is not an option in today's competitive landscape. In fact, it's the cornerstone of every successful digital marketing strategy.

SEO is the practice of optimizing your website to rank in search engines. It focuses on understanding how users search for information so you can rank your website in search results. And the higher you rank, the more traffic you'll get.


Some SEO basics for your site include:

  1. Get an understanding of your audience's search intent.
  2. Perform keyword research. What terms would they be searching for to find you online?
  3. Craft high-quality content that is optimized to match your target keywords.
  4. Make technical optimizations, like faster loading speeds, to improve your clients' user experience.
  5. Link internally across your website and from other platforms.

It should also be noted that search engines treat law firm SEO differently than non-legal sites. Law firms are under higher scrutiny by search engines because legal content falls under the YMYL (Your Money or Your Life) category. YMYL content can directly influence an individuals' health, well-being, or financial stability. That's why it's vital to hold your content creation process to the highest standards.

3. Implement Paid Advertising (Pay-Per-Click)

Paid advertising, also referred to as pay-per-click (PPC) advertising, can complement your organic efforts by expanding your reach to specific audiences. Platforms like Google Ads and social media advertising enable precise targeting, allowing you to reach potential clients based on their search intent, demographics, interests, and behaviors.

With Google Ads, you can bid on relevant keywords to ensure your firm appears prominently in search results, capturing the attention of users seeking legal services. Social media advertising, on platforms like Facebook and LinkedIn, empowers you to tailor your social ads to specific audience segments, enhancing engagement and conversion rates.

To optimize your PPC efforts, it's crucial to monitor performance metrics closely. You'll need to allocate your budget strategically and refine targeting parameters based on performance insights for maximum return on investment (ROI.)

4. Leverage Email Marketing

Targeted email campaigns can help you establish a direct line of communication with your audience, foster client engagement, and ensure your services are top of mind. Craft informative, engaging content to meet your clients' needs. This may include sharing legal insights, updates about your firm, or personalized newsletters.

5. Cultivate Your Social Media Presence

Social media platforms offer a dynamic space to connect with your audience on a more personal level. You'll want to identify the platforms where your target audience is most active and create content there that provides value and boosts engagement. Consider promoting your latest blog, engaging in conversations, and showcasing the human side of your firm.

Tip: Check out this webinar on Ethics and Social Media in Court. This CLE course uses real-world examples to show how lawyers have voluntarily or involuntarily breached rules of ethics using social media platforms.

6. Build Out a High-Quality Blog

A well-maintained blog is a valuable resource for both prospective and existing clients. It's also a great way to get noticed by search engines. Regularly publishing high-quality, comprehensive content can help you establish authority and rank higher in search results.

As for what to write, conducting keyword research will help you discover terms and ideas for your content—and working these terms into your content will help it rank.

7. Analyze and Adjust

By watching over your site's performance, you'll be able to make informed decisions about future marketing efforts. This approach will also ensure your strategies align with the evolving needs and preferences of your audience. Regularly analyze your law firm marketing efforts by using tools like:

  • Google Analytics
  • Google Search Console
  • Social media engagement tools
  • Email campaign metrics

Should Your Law Firm Use a Marketing Agency?

Deciding if your law firm should collaborate with a marketing agency often comes down to available resources. Most often, finances and time are the two determining factors.


Here are some pros to hiring a legal digital marketing professional:

  • Expertise: Professionals bring specialized knowledge of law firm branding and digital marketing best practices.
  • Efficiency: Save time with streamlined processes, allowing your team to focus on cases and clients.
  • Strategic Planning: Agencies offer a strategic approach, aligning marketing with business goals for maximum return on investment (ROI).
  • Adaptability: Agencies follow the latest digital trends and implement strategies that keep your firm at the forefront.

And here are the cons:

  • Expensive: Specialized services come at a cost. The financial investment of hiring a professional might be challenging for smaller law firms or those operating on a tight budget.
  • Onboarding Time: There might be a learning curve when onboarding with a marketing agency. It will require communication and time before the agency fully understands the nuances of your firm's practice areas and goals.

Can Your Law Firm Manage Its Digital Marketing by Itself?

It's feasible to handle lawyer online marketing internally. It can even be a strategic advantage.

By leveraging internal talents, you can harness a team that understands the intricacies of your practice. Your team's familiarity with the firm's values and goals will also ensure that marketing efforts are aligned.

Furthermore, leveraging internal talent is often a more cost-effective approach than external hires.

Final Notes

Legal digital marketing is here to stay and belongs in every firm's growth strategy. But that doesn't mean it looks the same at every firm. At the end of the day, you'll need to align marketing efforts with the needs, resources, and goals of your firm.

To make the most of your team's time and efforts, consider legal software like LawPay and MyCase. These tools help you streamline workflows and maximize efficiency.

LawPay is the leading legal payment management software and helps your firm get paid 39% faster. No more chasing late payments, just easy and effective legal billing and a suite of tools that makes accepting payments a breeze.

LawPay also partners with MyCase, a legal case management software that can help you get 3+ billable hours back a day. This all-in-one solution compliments your marketing and lead gen efforts with streamlined client intake processes and optimized workflows.

Sign up for a free LawPay demo or MyCase demo today to see how they can enhance your firm's operational efficiency and free up more time to focus on cases, clients, and growing your firm.