Marketing For Law Firms: A Primer

You’ve employed the best people, worked numerous late nights, and studied all the texts, to establish your own practice. Yet if the right people don’t know about your firms and the services you offer, you can struggle to claim the success you deserved. Fortunately, by correctly marketing your law firm, you can increase your matches with the people that can best benefit from your services. Read on to find out how.

Make sure your website is solid

Before anything else you have to ensure your website is correct. Indeed, you can think of your firm’s website as the cornerstone of all your digital marketing, and as most clients will have their first interaction with you online, this makes it all the more important.

Of course, there are many tactics you can use to make sure your website both correctly represents your firm and offers a positive experience for the potential and current clients that use it.

The first of these is to optimize the UX or user experience. This is all about making your site as simple, logical, and easy to use as possible. Indeed, this is something that needs to be done at the design level by a professional and will include issues such as designing how users will interact with your site, and how the information will be structured and accessed. The best way to approach this is to outline your ideal customer and use this model to predict how visitors are likely to use the site.

The other important aspect of optimizing your law site is UI or User interaction. Ui is all about the visual design of your website and ensuring it is clear, legible, presentable and that it reflects your business. With high-level professional services, in particular, such as law firms there are some pretty strict rules to abide by here when it comes to using colors, text, fonts, and images. The idea is that you will want to maintain a professional image on both your website and all your touchpoints online.

Also, when it comes to UI you must have your contact info displayed clearly on every page. If you offer a 24/7 service be sure to note this too, as being able to contact legal representation immediately can be an important feature a client looks for.

In addition to great UX and UI, be sure to add things like reviews and testimonials to your front page. Indeed, testimonials are very impactful because they sell your services without having to push what you are offering down your clients’ throats. Indeed, testimonials are all about previous clients attesting to how you helped them, which is one of the most convincing ways to market your services that there is.

Manage online reviews effectively

Similar to testimonials are online reviews. These take the form of feedback that the previous client gives, but instead of giving this feedback directly to you, they use independent third-party sites like Google, Trustpilot, Yelp, and even social media platforms like Reddit and Facebook.

First of all, you must monitor any independent review sites ( as well as social media). Fortunately, you can get services/software that will help you whenever someone mentions or @ at your company anywhere on the web, which can be very useful.

Next, remember that while it is always wonderful to read positive reviews, the negative ones you need to watch for. Indeed, these both contain the best value and the worst threat. This is because when a customer reads a negative review it can lower their faith in your firm. However, negative reviews also contain vital information on where and how you can improve the services that you offer to your clients, which should help you get more in the future.

Also, by responding publicly and professionally to negative reviews you have the opportunity to show both your disgruntled client and any future clients that you care about the service every single one receives and will do everything in your power to improve. Indeed, a complaint met with a balanced and adult response can go a long way to reassuring potential new clients.

Use SEO to get your firm found online

The facts of the matter are, that the first place people look for legal representation these days is online. That means it’s vital that your firm shows up in the search engine results.

Of course, the best way to do this is to make sure that your SEO is on point. Happily, there are a myriad of tactics that you can use in tandem to help. The first is to use both on and offsite SEO to help your firm be found.

Off-site SEO relates to any actions you take outside of your website to improve your SERPs. For example backlinks for high authority, related sources are a great form of offsite SEO for law firms. A backlink is simply a link from someone else’s site to yours. Of course, by getting backlinks from sites discussing law issues that are well regarded you gain two valuable benefits. The first is that it allows those reading those posts to click on your link and be directed to your site. While the second is that link to your site from another, that is the high authority (highly placed/trusted by the search engine algorithms) acts as a kind of reference for your site, increasing your authority and recognition by the search engine algorithms too.

Onsite SEO includes things like using keywords in your titles, tags, content, and meta descriptions. Long-tail keywords, In particular, are very useful because getting ranked for a single keyword is much harder than for a more specific phrase. Additionally, with long-tail keywords, you can put yourself in the mind of your potential clients and work out what they are likely to search for. You can even use SEO software to help you do this as they will provide a list of terms people are searching for that relate to your business, and show you how many other businesses are ranking for them. That means you can then target the terms that people are searching for, but most businesses are currently ranking for and so create a much more effective SEO strategy that should help you work your way to the first page of Google. ( where most client click-throughs occur).

Don’t forget that local SEO is also vital, so that means using local SEO terms in your content, as well as claiming your Google Business listing so when people search for law services in your area you will show up.

Embrace social media

I know that social media may seem a little frivolous to be of use when marketing your law firm, but when you pitch it right and align with your practice’s value it can be a very useful tool indeed.

As so many people are spending so much of their time on social media, it only makes sense that you have a presence there. Of course, maintaining a respectful and professional approach is important here, and one way to do this is to make sure you have a social media policy in place that outlines what type of content, subjects, images, comments, and likes you will post. Additionally, maintaining brand consistency across your website and social media profiles is a good idea, so be sure to come up with a guide on Logo, text, font, and color use.

The good news is that social media can be a great platform to establish yourself as an expert in your field. Indeed, by publishing valuable and helpful content for both clients and other legal professionals on platforms like LinkedIn and Facebook you can spread the word that your firm is the go-to for anyone needing help.

Additionally, getting involved in legal conversations on social media sites such as Facebook and Twitter can be a good way to get your name associated with the leading thinkers and issues in your field. Although, for most firms, steering clear of the more entertainment-centered platforms like TikTok, Snapchat, and Instagram is generally a good idea, as they may compromise your customer’s trust and faith in your services.

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