Top 10 effective ways How to market to lawyers


How to market to lawyers?

If law firms want to continue to attract new business and build their revenues in today’s competitive market, they need to update their marketing strategy constantly. Otherwise, they will fall behind their competitors. The days are long gone when having exceptional legal skills and relying on word of mouth were sufficient to keep clients happy and bring in new business. Clients have come to anticipate innovative approaches and technological leaps, a requirement that applies to the practice of law and marketing activities. You can ensure that your law firm is headed in the right direction toward reaching new clients and expanding your business by following the marketing guide for lawyers in the following paragraphs.

How Can Digital Agencies Market to Law Firms?

Marketing to law firms is an uncommon and challenging endeavor.

Most lawyers have a negative outlook on marketing and have little time even to consider the possibility of outsourcing.

However, many organizations can’t pass up on this opportunity because of the lucrative nature of this field.

Lawyers have a lot going on, a lot of disposable income, and minor marketing knowledge, and they work in a highly profitable and easily searchable industry.

Such a client profile is ideal for any advertising business. In general, marketing services in the legal industry can command a hefty retainer while still providing a satisfactory return on investment. Also, as long as you produce results, your client will not constantly monitor your progress.

Many marketing businesses should make law firms a primary focus, but how can you ensure that your firm’s value offer reaches the proper people?

Since legal services is one of the top five industries served by our white-label PPC customers, we’ve picked up some valuable insights into the legal business. Insights like this have helped us immensely, and we hope to impart some of them to you here.

You must modify your frame of reference and strategy to meet law firms’ needs better if you hope to sell your services to them.

Ten steps to market your law firm

A marketing strategy for any size law business is within reach with the appropriate approach. Whether you want to start a successful solo practice or expand your current company quickly, the following steps can help you get there.

In developing a plan to promote your legal practice, you should think about the following nine factors:

  1. Establish a marketing budget.

A legal company needs to have a well-developed marketing plan and budget. Identifying your goals and the revenue you need to make them a reality will tell you how much money you should put into marketing your law practice. Next, calculate how many annual instances you need to bill to reach that income target. This depends on the specifics of your line of work.

After you’ve put in the time and effort, you’ll have a better idea of how much you should spend on advertising for your law practice. Be mindful of where your legal practice currently stands; for example, have you recently opened up shop, or has your business been around for some time? It would be best if you also thought about how crowded the market is in your niche. For instance, do you represent businesses in a crowded market like New York or handle family law as the only attorney in a small town?

Don’t forget to include the cost of law firm marketing technology in your budget if it’s going to play a role in your entire marketing strategy. Content marketing platforms like HubSpot and specialized tools for search engine optimization (SEO), social media content calendaring (SMC), and email marketing are examples of law firm technology.

A legal firm’s marketing efforts should not exceed the funds allotted. More cases won’t expand your business if you’re not also paying attention to your bottom line.

  1. Make a well-designed website for your law firm.

A potential client’s initial impression of you in today’s digital world may come from your law firm’s online presence. It is your opportunity to make a positive first impression on potential clients who may visit your website.

Start strong with professional photos and an impressive logo for your legal practice. Then, briefly but precisely, list the services you offer and the areas of law you practice. Be sure your contact information is front and center, and highlight any relevant honors, recognitions, or experience you may have.

Our law firm website checklist should be used whether you already have a site or are planning to develop one from scratch. You’ll learn everything you need to know to build a professional and effective website for your legal practice.

Read our article on the 11 questions you should ask when choosing a law firm website designer if you need assistance developing or maintaining your website. You will be well-equipped with information from this article to make informed contract-signing decisions.

  1. Make sure your site is optimized for search engines.

What good is it to market your law practice by building a website if no one ever sees it since it doesn’t appear in any search results?

Ensuring your legal firm’s website is optimized for search engines is essential. The design of your site is necessary. Having information that is both helpful and high-quality is vital. Search engines like Google and its users want this kind of content.

Long-tail keywords are something you should also aim for in your content. Put your city’s name and the word “lawyer,” for instance. It would be best if you focused on long-tail keywords to stand out from the crowd and get discovered by potential customers.

Also, create a Google Business listing if you’re trying to reach people in a specific location. Offer a concise, informative explanation of your offerings and a way for interested parties to get in touch with you.

Read The Quick Guide to Law Firm SEO for more information on keyword research, local SEO, and SEO best practices for law firms.

Gyi Tsakalakis of AttorneySync is a subject matter expert; we recommend his articles if you’re interested in learning more.

How to market to lawyers

  1. Set up free online profiles for yourself.

Potential clients can look you up on your law firm’s website, but it’s not the only place they could look. Numerous free internet profiles can be claimed, from those on review sites like Yelp to those on local state bar directories.

I have compiled a list of 10 free web advertising options for legal services. Make sure you’re making the most of every opportunity by consulting this list.

  1. Make sure that your law firm is present on social media.

You need to advertise in places frequented by your target audience if you want to win over new customers online. This is a reality with the rise of the Internet and social media. There are many options for social media sites; as a lawyer, you should evaluate each to determine which is most useful for your company and specialty. Your legal firm’s expansion can benefit significantly from the strategic use of social media marketing.

You can promote your legal company in several ways using social media, including the following:

It’s a good idea to follow prominent lawyers on Twitter and have deep discussions with them.

Create a successful LinkedIn profile for your legal practice. Keep it distinct from your personal LinkedIn page, which you should also polish to stand out to colleagues and clients.

Launch a Facebook advertising campaign to establish your credibility as an industry leader and gain new customers. Read up on lawyer-client acquisition to gain insight into the process.

Lastly, check the legal industry’s local rules for advertising and ethics. For instance, unless you have the proper credentials, you shouldn’t refer to yourself as a specialist or an expert, and you should avoid establishing relationships with clients that aren’t representative of the nature of your profession.

  1. Handle online reviews of your law firm well.

Customers may leave testimonials once your law practice has a significant web presence, such as multiple accounts. These need to be managed with utmost importance. In the search for legal representation, 82% of consumers surveyed in the 2021 Legal Trends Report said they had looked at client evaluations and 81% had sought references. Critical comments won’t hurt you, but a steady stream could scare off customers.

Make it standard practice to ask for an online evaluation once every case is closed, especially if the client is pleased. However, before submitting your request, be sure it abides by the advertising guidelines of your state bar. It’s not a good idea to brush off criticism. When responding to a client’s feedback, it is essential to follow best practices for managing a lawyer’s online reputation.

  1. Give content marketing a shot.

You have a natural talent for writing; put it to use expanding your legal practice. Building your name recognition and reputation is best accomplished through consistent blogging and other forms of content marketing.

You can demonstrate your mastery of a subject area with the right content. You may win over customers’ trust and respect by responding to their inquiries and answering their basic questions. Increasing the likelihood that they will hire you is achieved by demonstrating that you are an expert in your field. 

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If you’re considering starting a blog, it’s in your best interest to adopt a systematic approach and zero in on specific “evergreen content marketing subjects” in law. Maintain a consistent publishing schedule and focus on providing high-quality, helpful content (without offering particular legal advice, of course).

Check out our guides on effective legal writing and launching a legal blog if you’re interested in learning more about blogging for lawyers.

  1. Spend time networking and building your business.

It’s essential to make the most of your time spent networking with other lawyers. Make a plan for your time and effort to determine the best conversational tactic. Get ready to have conversations that will strengthen your reputation and bring in new customers.

A law firm’s business growth and revenue depend almost entirely on referrals from other attorneys. Learning the art of cultivating referral relationships with other lawyers is necessary to ensure the long-term success of law practice.

  1. Know your target audience: What demographic are you trying to reach?

Finding out who you’re writing for will help you produce content that converts visitors into paying customers. If you’re a divorce lawyer, you probably already know your typical client’s age. Which social media platforms you use to communicate with them may depend on this.

Your content, in whatever form, should be geared towards attracting new business. Keep these in mind whether you’re composing a website update, an email, or a blog post.

  1. Keep track of your law firm’s marketing efforts.

Regardless of your tactics to promote your legal practice, you must track the results you achieve. If you don’t follow your marketing efforts, you have no idea which ones are successful and waste your time and money. Suppose you want your marketing strategy to be successful. In that case, you need to know which of your designs is underperforming so you can stop wasting resources on it and put those resources towards the systems that are producing results.

Perhaps you’re thinking of revamping your website to attract more customers. Or perhaps you’ve established a solid reputation over the years and are regularly praised by satisfied customers. Statistical analysis is the only technique to get the answer.

Initially, it would be best if you inquired as to the source of your clientele. Although this somewhat low-tech approach provides anecdotal evidence, it is a good starting point. However, you will need to do additional research to determine the efficacy of your marketing efforts.

Website tracking is the most reliable method for monitoring the success of your legal practice’s digital advertising campaigns. Most law firms can benefit from using Google Analytics, a web analytics service provided by Google that offers a free version that is sufficient for their needs. Follow these steps to add it to your website.

Useful metrics, such as the domain from which visitors came to your website (also known as a “referring domain”), the average time spent on your site by each visitor, and the total number of visitors, may all be determined with the assistance of Google Analytics.

Select the Best Marketing Tools for Law Firms.

To attract more lawyer customers, you must be familiar with the many marketing services available to the legal profession and how each may be used to the best effect. That is, deciding which form of promotion will be most effective.

SEO and Websites

These days, people mostly find lawyers through online searches.

People don’t think about hiring an attorney until they need one, so they aren’t prepared to do so when it comes. As a result, we count it a success whenever we can promote our clients and increase their visibility. To quote Melissa Diaz of Premier Legal Marketing:

  • Expose your organization’s quick thinking and responsiveness by highlighting how it handled a recent incident or emergency.
  • If your team has proven capable of responding swiftly to spikes in searches for terms like “law firms that handle personal injuries” or “car accident attorney,” the prospective attorney is more likely to pay attention to your driven PPC strategy.

Suppose you want people to find your marketing agency while actively searching for it. In that case, you need effective search engine optimization (SEO), including an accurate GBP listing and other SEO strategies for lawyers.

Social Media

Online communities like LinkedIn and Twitter can help you find and connect with the kind of customers you want to work with (ICP). Business professionals, such as attorneys frequently use these networks.

They provide channels for communicating with prospects at various sales funnel stages and may yield information about target demographics that can inform more targeted advertising campaigns.

Exhibit your agency’s competence in supporting a law firm in social media by, for instance, publishing helpful blog posts. By advertising them here, you can attract more potential customers to your website, where they can read more about your credentials and experience. It’s also good to inform law firms about relevant webinars and other networking events.

Pay-per-click (PPC)

Believe it or not, even the legal profession has embraced the wonders of Google.

Keywords like “lawyer” and “attorney” are frequently used by people looking for legal counsel, so your agency and client campaigns must use different keywords. Instead of focusing on the clients, your agency’s keyword strategy should address the law firm’s problems.

Investigate (or update) the current state of their legal firm’s traffic and conversion rates, keyword rankings, and areas for improvement. Is there anything you can do to improve their call volume using PPC? They might need to refresh their homepage.

You need to know how to implement the various forms of keyword matches to sort through the thousands of attorney-related keywords to find the most relevant ones to your firm’s offerings.

You would think that “Attorney Marketing” is an excellent example of a relevant keyword in your area, and you’d be correct. But if you change “Advertising Attorney” to “Marketing Attorney,” you can run into a niche area of the law that could cost your firm a lot of money in unnecessary pay-per-click expenditures.

With these details in hand or at least a working hypothesis, your PPC firm may design an optimized campaign for you through search and display ads or retargeting.


Although defining a law firm’s brand may necessitate extensive analysis of the competition, conventional marketing methods such as billboards and business cards can be employed.

Putting your firm in a position to provide branding services increases your chances of being offered additional upsells. Since brand identities are so individual, it’s important to discuss where a client’s brand should be updated with them.

By demonstrating your agency’s reliability with something as sensitive as their company’s branding, you’ll show your capacity to manage greater services and budgets.

To what extent an attorney will accept subsequent offers from your agency depends on how you use branding as a “gateway” tactic into other services.


Be prepared with the correct frame of mind and sales strategies if law firms are a primary target for your marketing agency.

First, zero in on the specific kind of law firm you’d like to work with, learn what motivates the decision-makers there, and be aware of and ready for their skepticism.

Starting with low-effort marketing services and tailoring your sales pitch to the typical lawyer’s personality and interests is a good strategy for getting your foot in the door. Weirdnewsera that you might not find any other platform which gives you all content about health sports business technology and entertainment. 


How can a law firm bring in more clients?

Where can I start looking for internet clients for my law firm? Customers might be attracted to a website through organic search results, paid advertisements, social media, content marketing, and personal recommendations. When executed correctly, SEO has the potential to be quite fruitful.

Who ranks above a lawyer?

According to the job board Indeed, a principal is a partner or managing partner of a law firm or the equivalent of a CEO.

What lawyer is the least stressful?

Is there a certain kind of lawyer that causes the least amount of anxiety? Commonly recognized as the least stressful areas of law to practice are real estate law, estate planning law, and intellectual property law.

Who earns more than a lawyer?

Data, however, suggests that doctors earn more than attorneys. Although this may shock some, the gap is significantly more significant than previously thought. When comparing the median annual incomes of doctors and lawyers, the former brings in $208,000 while the latter averages $118,160.