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Laura Nicholson

How to master online marketing for law firms and the legal sector I Hitsearch

When it comes to your legal firm, it’s understandable that you want to shout from the rooftops about what you do and how well you do it, but if you don’t do so on the right platform, no-one’s going to hear it, let alone listen. The ultimate aim of any successful marketing strategy is to show the world what your business can do. So, don’t sit back and let your competitors talk for you, begin your journey to mastering online legal marketing, today.



For most people that require the help of a professional, a search engine is often now their first port of call; so, if you’re a law firm that provides the services that they’re looking for, you’re going to want to appear in their search results. Put it this way, if you’re not appearing high up in the SERPs as a direct result of your legal website marketing strategy, then a competitor will. It’s as simple as that. If you’re wondering how to market a law firm online, it’s important to remember that there are several components that make up a successful online legal marketing strategy and this guide aims to explain them all a little more clearly. Marketing techniques are used for a whole range of different business niches, but with a lot of law firms previously relying on word of mouth and recommendations to get by, it’s especially important that they’re brought up to date with a digital strategy.

Content marketing and SEO (Search Engine Optimisation)

At the heart of any legal web marketing strategy is a strong content marketing plan. As a law firm, you have plenty of information that needs to be shown to your target market in a way that enables them to read it quickly and efficiently and gather the information that they want. Your content marketing plan will not only involve creating high quality content but will also be optimised with relevant keywords to ensure that Google is showing your content to those that really want what you’re offering. Your content should be focused, yet in-depth and both authoritative and valuable, demonstrating knowledge and expertise, without being overwhelming. Your website should include useful information that is enough to answer your potential client’s initial questions, helping to position your company as an expert in its field, which is a great way to build trust. With the majority of your target users using search engines, your content should include the relevant keywords that your potential clients are searching for, all of which can be determined by undertaking in-depth keyword research. Ranking for specific keywords in search engine results makes it easier for your potential clients to find your firm online.

Embrace social media marketing

For word of mouth and trust-based advertising, there’s no denying that social media is a powerful tool and should be included in any strategy for web marketing for law firms, as long as your audience are present on those platforms. Social media offers the opportunity to build a relationship with a client before they’ve even walked through the door and should therefore be used wisely. You can use social media organically to respond to direct messages and comments as a way of quickly answering the questions of your audience or you can elevate your presence online by taking advantage of paid social media to attract new potential clients to your profile and website.

Paid social for law firms

Picture2-4Facebook ads allow text and supporting images to really speak to your target audience. The ‘get a quote’ button finishes the advert with the perfect CTA.

If you would like your legal web marketing strategy to be as effective as possible, then paid social is a great way to speak directly with your target audience. Whilst once upon a time, a small, organic social media marketing strategy for your law firm was enough; things have now moved on and for many businesses in this sector, it makes total sense to include paid social media in your law firms marketing strategy. This is because paid social media allows you to curate and execute social media posts that are targeted specifically at those who are looking for this type of information, whether that’s through a boosted Instagram post, a sponsored Tweet or a Facebook ad. This type of approach, when showing the ad only to your chosen demographics, can result in quality lead generation, and thus a return on investment, pretty much straight away. The beauty of paid social media is the versatility of your ads. Not only can you decide exactly how long you’d like your ads to run for, you can also decide where in the world they’re shown – which is perfect for law firms who often operate only in specific areas. Developing ad creative that will resonate with that particular audience segment is key. If you seek out a law firm internet marketing company with experience working with firms in the legal sector, they’ll ensure that your social media ads are optimised and displayed only to the most relevant users - helping provide a great ROI.

Pay-per-click Advertising

Picture3-3Pay-per-click advertising will allow your law firm to appear at the top of your target audience’s search results.

Pay-per-click advertising can often play a significant role in delivering ROI as part of a wider strategy for legal website marketing. With PPC advertising, your company can appear at the top of Google’s search results for relevant keywords and you’ll only pay if someone clicks through to your site. However, the cost of bidding on the more competitive keywords does need to be balanced with the potential rewards, based on your usual conversion rates, to ensure you get value for money from this type of activity. These adverts are highly targeted and so are extremely effective when it comes to generating leads that are looking for your specific services.

Email marketing


These days, tapping into email marketing is worthwhile for your law firm simply because the whole entire world uses email. There are several ways in which law firms can tap into this strategy, including asking users to subscribe on your website, asking users for their email address when filling out an enquiry form or even offering a discount on important services in exchange for an email address, so that you can build a list of opted in people who have a strong potential for becoming a client or a repeat client. This might seem like it’s only suitable for retail-based businesses, but if a client has used one of your legal services, you never know if they might need another in the future, too.

Download our organic step guide for law firms



If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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