law firm marketing strategies

Top Effective Marketing Strategies That Will Take Your Law Firm To The Next Level

Ezra Cabrera | September 7, 2021


    In today’s digital era, there is cutthroat competition in the legal industry. So in order to make your business stand out from the rest, you need to incorporate effective marketing strategies and techniques. By keeping your firm’s goal in mind, make sure to choose tactics that can be successfully executed in your marketing plan. This will ensure that your brand reaches potential clients and attracts a steady stream of customers. Aside from brand awareness and ongoing business, a functional marketing plan will build your firm’s credibility which is the most essential factor in the legal marketplace.

    Here are the top marketing strategies that will act as a tool in growing your firm’s business:

    Building Your Law Firm’s Brand

    Proper branding is an essential element for the success of your business. Having expensive letterheads and business cards is not enough, you need to have a well-designed website and content that properly represents your firm’s image. Your branding is what will help potential clients decide if they resonate with your firm and want to work with you. Additionally, defining how your firm differentiates from other competitors to your target audience will help you gain clients. Thus, it’s highly important to send out the right message and specify your specialty.

    Identify and Establish a USP

    You may offer the same value proposition as other firms but it’s important for you to figure out what makes you stand out. You need to showcase in your firm’s marketing the benefits only you can offer to customers.

    Clarify Your Target Audience

    Identify your target audience because if you target everyone, you’re less likely to attract specific clients. After you’ve done this, it’s necessary to provide the services your clients require.


    Many law firms choose to neglect the opportunity of using the internet as a tool. Most people look for a lawyer on their own and the best way to find one is by searching online. An important marketing strategy for any law firm is to have a website that is SEO optimized. This is because your prospective clients will decide to choose you through your firm’s website. However, they can only reach your website if you rank high on a search engine results page (like Google). For this reason, you should consider hiring a digital marketing agency that will help increase the organic traffic on your website and also help you reach potential clients on social media.

    Social Media Presence

    Social media is a great tool to increase leads and expand your business. Having a strong social media presence might be the very thing that takes your law firm to the next level. Moreover, digital marketing is essential these days as it helps bring more exposure and build a community. To do so, you need to understand how to use multiple social media channels and ultimately, create a strategized social media existence. You can target potential clients by being visible on multiple feed-based platforms like Facebook or Instagram and combine it withpaid advertisements. Along with this, you should also make sure to provide relevant quality content to your audience to boost connections and in turn, grow your business.

    Content Marketing

    Content marketing is another tactic that will help build authority online and drive more people to your website. Your content is what describes you and the services you provide. Therefore, it’s necessary to post fresh content related to your field so that prospective clients can see it and find it trustworthy. Whether you produce blog posts, infographics, case studies, or videos online, the quality and quantity of your content are what will give you a higher ranking on the SERP. The presence of digital media has made marketing for lawyers incredibly easy. They can do it by creating content pieces including legal advice, informative articles, interviews with staff, answers to questions that potential clients may have, or anything to boost engagement on your social media page.

    Demonstrate Credibility and Establish Authority

    To gain the trust of potential clients, your marketing strategy should include passive marketing activities. Thus, you need to first establish authority in the legal industry. To achieve this, you can hire a digital public relations team that can help you establish an online reputation to maximize the number of inquiries you receive. Your PR team< can either provide a case study on your website that exhibits your level of knowledge or write press releases having information about the cases you’ve won. This will help show how much experience you have in your field. Another way that you can establish instant credibility and secure more clients is by featuring details about awards you’ve won and the reviews you’ve gotten from past client

    Legal Directories

    Legal directories are an excellent tool and resource for marketing law firms online. These directories get lots of monthly visits by potential clients. They list the name and contact information of a firm or attorney and also specify their practice area. Getting listed on these websites can provide a lot of benefits to a law firm with very little cost. They rank high on google searches because of their relevant and proven content that people find useful. You should look to get listed to gain an advantage from the traffic on their website.

    Data Analysis

    Finally, as important as the rest of the strategies are, data analysis is an incredible tool that allows you to connect with your audience and manage your legal work. By analyzing the data, you can focus on the clients behind all this data and help determine the profitability of a case. It helps to gauge the user response and spot industry trends. You could implement all the strategies above but without having data and doing predictive analysis you could be left behind in this competitive world of content. The only way you can identify problems and change or improve techniques in your marketing plan and uncover areas of growth is by analyzing the performance of your marketing strategy.

    The Bottom Line

    It can be difficult and overwhelming to manage and market a law firm simultaneously. However, with the help of advanced tools and the implementation of these effective strategies you can establish a paramount position in the industry.

    About the Author

    Ezra Neiel Cabrera has a bachelor’s degree in Business Administration with a major in Entrepreneurial Marketing. Over the last 3 years, she has been writing business-centric articles to help small business owners grow and expand. Ezra mainly writes for SMB Compass, but you can find some of her work in All Business, Small Biz Daily, LaunchHouse, Marketing2Business, and Clutch, among others. When she’s not writing, you’ll find her in bed eating cookies and binge-watching Netflix.