Top Marketing Strategies for Law Firms | Explore Law Firms and Legal Advice


Maintaining a solid digital presence is crucial to promoting your law firm.

“Expertise in marketing strategies is just as important to maintaining successful law practice as understanding the law itself,” says Marcus Fernandez, attorney and co-owner of The Law Offices of Kinney, Fernandez & Boires P.A. in Florida.

By leveraging the right marketing strategies, you can make sure your firm is easy to find and contact. Plus, you can improve the odds that you’ll have a steady stream of new clients.

Law firm marketing strategies run the gamut. But here are five key marketing law strategies law firms should use.

  • Create competitive web content and use SEO.
  • Engage in social media marketing.
  • Use pay-per-click advertising.
  • Engage in local advertising.
  • Develop relationship-building skills and strategies.

Read on for more insights into each strategy.

Create Competitive Web Content and Use SEO 

A competitive website with good content and search engine optimization, often called SEO, is a critical priority for marketing your law firm, says Kathryn Schwab, founder of Make It Count Creative Solutions.

“A few ways to optimize for local SEO include optimizing your Google Business profile, making sure that your website includes key terms that you would like to rank for and your location, and creating content specific to your area,” Schwab says.

Maximizing your website involves creating informative content within your niche, including articles, blog posts and shareable information for social media, as well as publishing strategic marketing copy across your website that is optimized for keywords in your area.

“A well-optimized website with strategic use of keywords relevant to your legal services will not only increase your ranking on search engine result pages (SERPs) but provide better visibility to potential clients as well,” Fernandez says.

Plus, he adds, publishing content and ranking for keywords within your space targets individuals already searching for terms related to the legal services you provide – increasing the chances of converting them to a client.

Engage in Social Media Marketing

Alongside a well-crafted website comes a solid social media presence. If you publish original content, you can mine that for advice and snippets to share on social platforms. Even if you don’t publish original content, it is crucial to maintain a social media presence so your business is easy to find.

“It’s important to maintain an active presence on platforms like Facebook and Instagram,” Schwab says. “Social media allows law firms to interact directly with the audience, enhance brand awareness, foster engagement and showcase their expertise, thereby attracting potential clients and referrals.”

Even a few posts per week can show that you are a business that actively engages with its clientele, which may introduce your services to more potential clients.

Use Pay-Per-Click Advertising

Generating clicks from a Google search to your website comes from a few different channels, including organic results (from quality content and an optimized website) and paid results from Google advertising.

Pay-per-click, or PPC, advertising allows you to rank at the top of the search page for certain terms and can be worth the investment.

“Identify the key terms and phrases prospective clients use when searching for services like yours,” says Cady Darago, client engagement manager for Altitude Marketing. “Then run them through a tool like Semrush or Google’s Keyword Planner to see what they might cost to bid on.”

This will help you to use your marketing budget strategically, as PPC advertising can get pricey quickly.

Engage in Local Advertising

These days, digital advertising is certainly king, accounting for the majority of media ad spending as of 2022. But local advertising can still bring in valuable customers to your law firm when you leverage it strategically.

“Traditional methods such as local advertising still hold value, particularly in reaching out to the older demographic who may not be as tech-savvy,” Fernandez says. “Utilizing local radio, newspapers and billboards can generate awareness and even yield direct inquiries.”

Develop Relationship-Building Skills and Strategies

“Relationship building should never be underestimated. Networking with other professionals – particularly those in related fields, such as insurance or real estate – can have mutual benefits and increase referrals,” Fernandez says.

No matter what combination of digital and other advertising you use, don’t forget the power of word-of-mouth recommendations. Regular networking with other professionals can still be a valuable way to attract clients.


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