How to Digitally Market Your Law Firm (Successfully)
Digital marketing has been around since the 1990s, after the creation of the Internet and Web 1.0. Since then, the web has been a powerful tool for connecting businesses with potential customers.
Law firms benefit from digital marketing in a big way. Law firms can not only stay connected with existing clients and contacts, they can also attract high-quality clients and cases.
Do you want to digitally market your law firm and see real, tangible results? That’s how.
1. Give your law firm a digital home
First, you need a “home” to bring potential customers to. Of course, we are talking about your law firm’s website.
Your law firm website is one of the only platforms you “own” that allows you to post your own content, capture your own leads, and track your marketing performance. And it’s one of the first places people go to learn about your business.
Whether it’s WordPress, Wix, Squarespace, or another content management system (CMS), there are many platforms you can host and build your website on. Many of these platforms offer free or low-cost templates to get you started.
If you have a bit more budget to spend, you may decide to hire a professional web designer. A professional will be able to achieve a more refined look and apply the appropriate functionality that he needs for his business.
Your law firm website will be the “home” to which you will drive traffic from social media, ads and SEO.
2. Optimize your law firm website
Once you have your law firm website up and running, it’s time to optimize it.
Search engine optimization (SEO) is the process by which you optimize your website for search engine traffic. This means capturing people who are already looking for services like yours.
SEO is one of the most effective digital marketing strategies for law firms. But, to achieve great results, you need a great SEO strategy.
In its simplest form, SEO for a law firm involves:
Research the words (i.e., “keywords”) that people use to find legal services
Include these keywords in the “metadata” and content of your website
Optimize the technical aspects of your website (such as site structure and speed)
Submitting your business to local directories and creating a Google business profile
Create engaging and well-optimized website and blog content
There is much more to SEO than just these steps, which is why I have written How to Plan Your SEO Strategy here.
3. Create a digital content strategy
Content is the substance of your digital marketing strategy. They are the words on the pages of your website. Posts on your social media channels. And the copy in your email newsletter.
But with so many types of content, tools, and strategies out there, it’s easy to get off task. That’s why creating a digital content plan is your best bet for staying organized.
Your digital content plan can be as simple as a Google spreadsheet or as elegant as project management software; the purpose is simply to organize your content topics, materials, dates, and information. This will help you create content more consistently.
When creating content, think about:
What topics are of interest to my audience?
What questions may you have about our services?
What digital platforms do our potential customers use the most?
What news do we have to share about our law firm?
What industry trends should we highlight now?
What are some interesting, funny, or insightful topics to write about?
In general, your goal is to create content that is focused on the needs and interests of your audience. And to help you out, I have this Complete Guide to Law Firm Content Marketing.
4. Market your law firm on social media
Social media marketing can seem a bit daunting, especially with so many social platforms available. From Facebook to LinkedIn to Twitter to TikTok, it can be hard to know where to start.
But that’s the thing: you don’t have to be everywhere at once. Sometimes it’s just okay to start with one platform, learn the ropes, try different types of content, and expand from there.
For law firms, we typically see Facebook and LinkedIn as popular places to start. These tend to appeal to a more serious audience (compared to the entertainment factor on TikTok or Twitter).
As part of your digital content strategy, you can plan your social posts in advance. Here are some ideas:
Long-form posts (for example, “Here’s what I learned from a difficult case we had…”)
Question and answer (i.e. ask your audience to ask you questions and you answer)
Interviews (article or video format)
facebook live video
Top Tips (for example, “3 Things to Know When Writing Your Will”)
Legal memes, cartoons or gifs
photos of your team
Industry News Stories
The list of ideas can go on and on! Don’t be afraid to get creative with your social content, monitor the results, and adapt your approach as you go.
5. Grow and engage your email list
With your law firm website and social media marketing, you can start growing your email list. This can be by capturing signups on your websites or by asking users to join your newsletter via social media.
Email marketing can be a great way to stay top of mind with potential customers. Keep your email list fresh with engaging content and you may attract new clients (or referrals)!
Your email marketing doesn’t have to be just a newsletter either. You can send all kinds of content, such as:
Again, the goal is to share content that interests your customers or potential customers. Try to send emails at least once or twice a month to keep your list “hot.”
6. Keep up with your law firm’s blog
Blogs are largely underrated, especially in the legal field. Many legal professionals think that people don’t want to read legal content.
But here’s the thing: people just don’t want to read boring legal content. They want to read interesting legal content!
Each law firm has its own unique voice, perspective, and personality. The more you can make it shine in your blog articles, the better results you’ll see from your content!
I recommend posting to your blog at least once a month. Quality is really more important than quality here.
What you post will depend on your area of practice and the interests of your audience, but here are some general ideas:
7. Invest in paid ads
If your law firm caters to a competitive niche or service area, you may have to pay to play. Paid ads can be a great way to beat the competition and bring more customers to your business.
There are many types of paid ads: Google Ads, Facebook Ads, Instagram Ads, and LinkedIn Ads, just to name a few. Most of these are considered “pay per click” (PPC) platforms, because you (as the advertiser) pay each time a user clicks on your ad.
The key to the success of paid ads is targeting. You need to set the right targeting parameters (geographic area, audience demographics, keywords, etc.) to get the most out of your ad spend.
For example, if you are a family lawyer in Seattle, you would not want to target people who are looking for a DUI lawyer in Los Angeles. You may want to target terms like “Seattle family law”, “Seattle WA divorce attorney”, etc.
Similarly, with Facebook ads, you’ll want to reach the people who would be most interested in your services. For family law, this could be married parents ages 30-55 rather than college students ages 18-24.
PPC advertising can take some time to get right, so I’ve provided 5 expert PPC tips here. Of course, if you need more help, consider working with a professional advertising agency.
8. Consider hiring a digital marketing company
As a small law firm, you can certainly take a DIY approach to your digital marketing. But, as you grow (and/or your competition grows), you may need a little help. That may be the time to hire a marketing company.
Marketing companies provide a range of services, from Social Media Marketing to SEO, Email Marketing and more. What you need will depend on your firm, your practice areas, your audience, and your budget.
I recommend researching marketing companies before hiring one. Read their reviews, find case studies, visit their website, and see if anyone can vouch for their services. See how their own marketing level rises and if they have worked with law firms before.
It is best to find a digital marketing company that has experience working with law firms, particularly in the area of SEO, social media marketing, and paid ads.
Digitally marketing your law firm is easier than it sounds
Digital marketing can seem intimidating, but the hardest part is getting started. Don’t let “analysis paralysis” stop you from trying a few strategies, tracking the results, and seeing what works for your law firm. You may be surprised at the results.
A Google search for law firm digital marketing strategies will yield tons of creative ideas. Try a few ideas, see what works, and ask what your followers want to see. And bring your own unique personality into the mix to make you stand out from the competition online!