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Law Firm Marketing

10 Modern Tactics Legal Services Providers Can Use In 2022


Is your law practice ready to be more competitive in 2022? If that's the case, this article is for you. According to a recent study:

70% of legal office managers are investing heavily in content marketing. ( HubSpot recently found that 24% of legal marketing managers anticipate they will increase their 2022 content marketing budgets. Hubspot 's survey also found that 75% of people never look past the first page of Google! And over 33% of consumers search for a lawyer online.

Does your law firm marketing strategy take these facts into account? Are you using search engine optimization to get to that first page of Google? Are your online marketing efforts specifically geared toward legal clients who need you?

It could be time to revisit your law firm marketing tactics. As CEO of an online marketing company with some pretty amazing success stories from our work with law firms, I'm going to share the basics of marketing for law firms with you. These are the modern techniques used by the top firms in the country. Let's get started.

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First, you need a baseline

First, you need a baseline. A good starting metric is your website's domain rating (DR). Your domain rating determines where you're showing up on Google with the top score being 100. You'll probably also want to know your competition's domain rating too! All you need is the website address to see how your digital marketing efforts are stacking up.

Click here to find how you rank.


Now that you know your website's authority score, you need to ask yourself what you intend to accomplish by investing your marketing dollars into your website and digital marketing? Your law firm's marketing plan is meant to address these very questions.

You'll want to start by defining your objectives. This is an important step as it is the foundation for everything you do. It's the framework by which how you'll prioritize projects and will drive where you invest your limited budget. Law firms invest in digital marketing for a variety of reasons, but they should be able to answer the following questions:

What is the goal of your 2022 strategy?

What do you plan to accomplish?

To build your client base, you might want to do more than just "open more cases". The tactics listed below work for all practice areas of law. It doesn't matter if you want more MVAs, PI or WC. I want you thinking about how you might:

  • Establish your firm as a leader in the field of “insert your practice area” of law in your community.

  • Make your firm the obvious choice for “insert your practice area” cases in your area.

  • Ensure that the firm's online presence, messaging and online reviews are in line with your real reputation.

  • Engage your website audience and content readers to create raving fans.

  • Create new leads and open x number of new cases in your geographic area.

  • Focus your efforts on those priorities that will have the biggest impact. Everyone wants to generate more revenue and open more cases. We have to get more granular than that.


1. Create SMART Goals

To begin, you'll need to establish your marketing objectives. You've probably heard of SMART Goals These are the basics. You want to start here. The goal of your marketing strategy is to create achievable objectives. You'll be more likely to meet your objectives if your goals are SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).

Set the goals ahead of time so we can see what's working and what isn't performing as expected. Consider the following when defining your goal:

Each month, how many new leads (new cases by case type) would you like?

What quantity would you consider "good" or "successful" in a month?

How many would be deemed "insufficient"?

After that, provide a purpose to each goal. What makes this one of your objectives? What do you hope to accomplish? Consider the following law firm internet marketing objectives:

Brand recognition:

  • Generate "x" number of "type" leads (MVAs, PIs, etc.) per month

  • Open "y" new "type" of cases per month Increase case value

  • What social proof do we need to curate? (e.g. online reviews and video testimonials)


2. Develop Your Brand

Legal firms must include brand development in their marketing goals. A great brand allows you to connect and engage with the proper type of client, which is critical for growth.

How can you do this in the legal industry? 

  • Determine your vision statement. Begin by considering your brand's fundamental beliefs, then distill those beliefs into a one- to two-sentence summary.

  • Then, condense those beliefs into a single sentence that summarizes what they stand for.

  • Next, determine what your value proposition is. What is it that sets you apart from the competition?

  • Finally, use what you've learned to create your unique selling proposition (USP). It's a one-sentence summary of your value propositions that highlights what sets you apart.


3. Define Your Target Market

The next step is to create a customer persona. This is a virtual representation of your perfect client. This allows us, as law firm marketing pros, to focus your efforts on creating messaging and valuable content that resonates with your perfect client. You'll attract better clients, you'll receive better online reviews (which is social proof), and you'll end up getting more referrals from your successful clients. A little investment at the beginning of the process has a big upside. Don't skip this step.


4. Identify Your Market Gap

Identifying where your law firm fits into the market can help you gain a competitive advantage among your target clients. You'll also come to understand what you need to do to stand out and get positive reviews from your current clients.  You should also learn who your competition is and document their strengths and weaknesses. Law firm websites from your competitors will provide valuable industry insight and will help you to establish your business goals.

For instance, if competition law firm A doesn't seem to bet putting much effort into their Google My Business page or Google Local Service Ads, you can take advantage of this by making your Google business site the best it can be. This will assist you in gaining local clients who are using specific search terms -- your better marketing strategy will get you found through Google analytics, and will ultimately get you the business. 

Competitor analysis does not have to be difficult, and it does not require complicated analytics tools. The simplest thing to do is look for law firms that practice in the same area as you. Then, evaluate their websites, review their Domain Rating and evaluate their social media profiles to see how they compare. And don't forget to check out competitors' YouTube channels - are they producing informative content? Is it connecting with potential clients? Are their videos getting positive reviews. It's important to get the overall picture of what content they are producing and how it is being received.

5. 'New Business' Acquisition Costs


Your marketing budget should be a percentage of your annual revenue, to put it simply. B2B enterprises should spend between 4 and 8% of their yearly revenue on marketing. The amount is typically greater for B2C businesses like law firms, ranging between 7 and 13%.(Source: HubSpot)

In many markets, the cost per click for a Google Search can range from $20 to $200, depending on the case type. DUI and criminal defense cases cost much less than motor vehicle accidents. The costs associated with your SEO campaigns can vary widely by geography and competition.

Within the first month or two of starting your campaign, you'll have enough data to determine how many new leads you can realistically produce per month and how much those leads will cost. You should be tracking open cases by lead source. It's critical to keep track of this data so you can give priority to the tactics and platforms that are producing the best results.


6. Create Your Strategy

The next step is to use the information gathered in the previous steps to select which techniques you'll deploy to achieve your objectives and develop your legal marketing strategies. Since you want to be found across channels for client inquiry, we recommend using a combination of Facebook, Instagram, Google Search and YouTube advertising to reach and retarget your geographic area. These social media sites are all easily available as easily on a mobile device as they are on a desktop computer. 

Developing a true digital media experience requires you to develop both written content (think blog post, email newsletters, and more traditional marketing efforts) and compelling videos that present your capabilities and the client satisfaction you have achieved. Let's keep moving forward.


7. Crafting Your Brand Story

The majority of law firm marketing efforts have a similar tone. Do these ring a bell?

  • "If we don't win, there's no fee." -- Personal Injury

  • "We will represent you aggressively." – Criminal Defense

  • "We're caring and compassionate." – Family Law

Your law firm marketing plan needs to make you stand out. It needs to define what makes your business unique. That's your USP, or Unique Selling Proposition. Once you know what that is (and if you've followed all of the steps above), you can create an original brand story around it.

It should be a distinct, defendable characteristic that sets your organization apart from the competition. It's tempting to turn your efforts toward the message that you are better than other successful law firms in your area. We believe it's more important for your story to be something that interests your target client.


8. You Need Social Proof

Social Proof comes in many forms today. Having a modern design and mobile-friendly website is a start. What else can help your organization gain reputation and authority?

Online reviews

It's necessary to have a system in place to ask past clients to leave you a 5-star review on relevant platforms. We believe Google offers the best value and should be the destination for all reviews these days. Google reviews help with your overall reputation scores and ranking. and impacts your organic search and paid search results.

The days of cherry-picking reviews and posting them to your site is over. You'll want to use a widget that pulls in Google reviews onto your site. That provides the social proof that today's savvy consumer requires.

Client testimonials

We recommend creating video testimonials . There is absolutely no social proof like a testimonial! When done well, these stories help prospective clients connect with your other clients who love you. Best of all, these kinds of videos make you an authority.

Video testimonials are regarded as more trustworthy because they're less likely to be fake, making them feel far more powerful and genuine.

Announcements about awards and achievements.

Don't be afraid to brag about your achievements to establish your reputation in your profession. It's acceptable to add text (and it's good for SEO), but it's even better if you can incorporate logos or photographs and stories of what got you recognized.


9. Content Reigns Supreme

It's important to start with website and search engine optimization. That does NOT mean we need to build you a new website. Rather, it is the process of improving your existing website's content, user experience (UX), architecture, and code to make it more search engine friendly. There are a wide variety of components to consider. Most measures necessitate the assistance of someone who is familiar with your website's technical aspects and who understands SEO. for lawyers.

The primary goal of content creation should be to establish yourself as a subject matter expert in your field. That is, someone who is regarded as an expert in a specific specialty service.

You can do this by creating in-depth, original written content that answers the types of issues that your target audience is thinking about. We follow the ‘They ask. You answer' philosophy. Search engines love connecting Search queries to the right answer. That is how "Search" started in the first place.

We use Google Analytics to ensure that we are optimizing the site. There are two metrics that we are particularly focused on.

First, we look at time on-page . We prefer time on-page to be over 2 minutes per visitor. Anything under 60 seconds and that tells us that the website visitor doesn't find your content engaging.

Second, we evaluate the bounce rate . We're looking for a bounce rate under 20%. Is it bad to have a high bounce rate? That may be debatable in some circumstances, but we believe that a lower bounce rate means visitors to your website are having a better customer experience.

As an example, a high bounce rate is bad if your site's success depends on users viewing more than one page. If your home page serves as a portal to the rest of your site (e.g., news articles, product pages, and your checkout process), you don't want a high bounce rate.


To boost your visibility in Google's search results, run an SEO strategy evaluation. SEO is an important aspect of most law firms' marketing strategies. This is why:

  • 75% of people never look past the first page of Google results.

  • A search engine is the starting point for 93 percent of online experiences.

  • To gain clicks and visitors, you need to be visible on search engine results pages (SERP).

Certain components of SEO will always be required in successful law firm marketing. Best practices for SEO include conducting thorough keyword research, utilizing professionally written titles and descriptions, optimizing pictures, maintaining a logical website layout, and employing a fast and secure hosting platform.

With that in mind, let's take a closer look at some of the aspects of SEO that any legal marketing professional can, and should, examine.


Each high-quality piece of content produced is another opportunity to reach Google's coveted first page. High-quality content has the potential to become a Google-featured snippet on at the top of Google's first page -- in other words, the most prominent entry.

Increase the number of inbound links

In order to improve your rankings, you must develop links. It's a major ranking element since Google considers high-quality inbound links to be "votes of confidence." Creating high-quality content that people want to share is a key component of many of the most effective techniques.

Here are a few more ideas for attracting links:

  • Guest articles: To gain useful backlinks, submit guest posts to prominent websites in your field.

  • Infographics: Infographics have the advantage of being both informational and easily shareable. You should obtain a backlink every time your graphic is posted on another website.

  • Blogging: High-quality content will naturally draw attention and create backlinks from other websites.

  • Podcasting: Create a podcast where you explain legal themes or answer inquiries, generating backlinks in the process.

  • Downloadable content such as eBooks, case studies, and other resources: books, eBooks, studies, white papers, and other high-quality material can be leveraged as lead magnets or freely supplied to generate backlinks from other websites that could find your information helpful to their readers.

Listing Management.

You may enhance your local SEO by increasing the number of citations in the most prestigious directories.

It's best to use a service that can manage the 400+ listing sites to ensure accurate citations. This includes structured citations in internet directories such as Yellow Pages, Yelp, Lawyers.com, and Avvo, as well as unstructured citations on blogs, government websites, and media websites, among other places.

10. You Need Video

Whatever it is, the way you tell your story online can make all the difference.

Whatever it is, the way you tell your story online can make all the difference.

The most successful law firms are creating video content that is compelling and educational, and this trend will be a significant component of law firm digital marketing strategy for the next decade or more. Although producing video can be a challenge for many legal offices, it doesn't have to be when you partner with the right team.

According to an infographic from Filmora , including video increases your chances of appearing on Google's first page by 53 times. Video improves your conversion rate by increasing credibility and trust, as well as generating new leads.

It's a widely discussed topic, so let's look at a few areas where you can concentrate your efforts to attract new clients using video.

Video commercials

Advertising videos are typically used to showcase your firm and its attorneys to the general public. We incorporate video testimonials into advertising videos to reinforce the message and establish credibility, which goes a long way toward persuading prospects that you're the best attorney for them.

Educational video content

Educational videos are also required. People who are searching for representation are looking to solve a problem. Help them understand the issues at hand and common outcomes. Provide testimonials to let the visitor know that they are not alone and that you've helped people with a problem just like them, or others who were worse off. Demonstrating competence in your professional areas helps show potential clients how effective you will be as their attorney.

Bio videos

Oh Ya! Marketing will help you to attract new clients by creating memorable content to deliver the right message to the right audience. And it all starts with telling your story . Offering engaging content builds trust while simultaneously converting viewers to potential clients.

Our law firm-specific, digital marketing strategies combine video content marketing, paid social media, SEO, reputation management, call-tracking, and more to humanize your practice and turn prospects into real clients.

Who are you? What's your business philosophy? Is your law firm a good fit for me? Video helps answer those questions while demonstrating your knowledge and passion.

Prospects Want to Hear Your Story Before They Hear Your Pitch


Here are a couple examples of effective videos we've produced.

Attorney Profile Videos

Who are you? What's your business philosophy? Is your law firm a good fit for me? Video helps answer those questions while demonstrating your knowledge and passion.

Client Testimonial Videos

What can I expect? How have you helped others in my situation? Client testimonials are authentic and help build your firm's credibility and trust.