Top 10 Law Firm Marketing Tools

Article by Kim Barloso Kim Barloso

Last updated

Using software for your law firm marketing can help you save time, implement accurate processes, and increase the performance of your campaigns. In this article, we’ll list the best law firm marketing tools you can use to help you with your daily marketing tasks.

Top 5 Free Marketing Tools for Law Firms

It’s good practice to check for a free tool before paying for a legal management or marketing software. Some of these tools have all the features you’ll need to accomplish basic and even advanced tasks. 

Google Analytics 

For Analytics

Google Analytics is the standard free tool for tracking and measuring the performance of your law firm website. With this tool, you can see website visits, engagement, returning visits, traffic sources, and conversion rate. 


You can generate reports for the following:

  • Acquisition – Shows where your website visits are coming from (direct, cross-network, referral, etc.)
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  • Engagement – How many users engage with your site
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  • Monetization – How much sales were made in the site and a list of the top-selling products
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Google Analytics integrates with other tools in the Google platform, such as Google Ads, Google Business Profile, and Google Search Console.


For Lead Generation

Avvo is an online database of lawyers from all practice areas from personal injury to real estate law. Listing your lawyer profile is free and it gives you increased online visibility outside of your law firm website and social media profiles. 

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Claiming a lawyer profile in Avvo is free and won’t take more than a few minutes. As an online directory, Avvo has achieved high traffic volume which is a strong marketing platform for lawyers and law firms.

Google My Business Profile

For Local SEO

Google My Business Profile is where you can list your law firm to get high-quality leads from potential clients looking for legal services in their area. You’ll need to sign up for Google Business Profile and provide information about your legal practice such as location, business hours, and phone number. 

Listing your law firm in Google My Business is an essential step in implementing a strong Local SEO campaign as it helps your firm appear on location-based queries in Google Search.

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For Content Management

WordPress is a free content management system (CMS) used for creating websites. It is ideal for people without web development knowledge as there are hundreds of plugins available for modifying website content. 

You can use WordPress to publish your blog posts, create landing pages for your ads, and organize your content according to your content marketing plan.

WordPress has designed its web page editor, called Gutenberg, to be intuitive and flexible even to beginners. 

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For Event Management

MeetUp is an online platform that enables users to host virtual and in-person events. This free tool can be used by law firms to create and host events that can help them connect with prospective clients and generate quality leads for their practice. 

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Some meetup event ideas for law firms include:

  • Networking – Connect with other lawyers and swap referrals
  • Seminar/workshops – Conduct workshops on topics related to the law firm’s practice area
  • Community collaboration – Partner with community organizations for a charitable cause

Top 5 Paid Marketing Tools for Law Firms

Some legal marketing software and tools require a paid subscription or one-time payment. If these tools will help your law firm get better digital marketing results, then it’s worth the investment. 


For Tracking Your Local Rankings

TrackRight is a local rank tracker that allows users to track Local SEO data in an easy-to-use platform. It’s the only tracking app that offers form, call, and live chat messaging tracking in one place, which makes it great for small law firms with a limited budget.

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TrackRight’s main features include:

  • Lead Management and Tracking – Track all your leads from form submissions, phone calls, and live chats
  • Keyword tracking – Track keyword rankings on Google, Yahoo, and Bing
  • Geo Grid Rank Tracker – Monitor website ranking in a specific location which helps optimize Google Business Profile listings

TrackRight’s plans start at $25/month and they offer a 7-day free trial. 


CRM For Legal Case Management

For an automated and responsive approach to client intake, law firms use Clio. Clio is a legal customer relationship management (CRM) software that helps law firms seamlessly onboard new clients and manage existing ones with time-saving workflows and advanced functionality.

Clio’s features include:

  • Client intake
  • Document management and e-signatures
  • Case management
  • Billing
  • Calendar scheduling
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Law firms that use Clio’s CRM software are able to provide a smooth intake process for their clients with an organized dashboard that shows client status at a glance. This software enables law firms to quickly create documents and get client signatures, automate client follow-ups, and organize client bookings. 

Clio’s pricing starts at $39/month with an annual subscription. They allow users to try the tool for free for 7 days.

Constant Contact

For Email Marketing

Constant Contact is an email marketing software that most companies use to implement their email marketing strategy. Law firms can benefit from email campaigns to nurture client relationships while also acquiring new leads.  1qgerd tdxgwqdjgkluecltrbvhy1ontnc9xquypszheinajkjks swhxc822otot3anmzjxqx1lmjhvjry5murbqqtzgppu5a2jrlbis4bcci1kgb8wtcxaqupn53ihlu so3g8vla505epghejzaThis tool has a user-friendly interface for creating emails, as well as an AI feature that writes email copy from a provided keyword. 

Making visually appealing emails is made easier with this tool’s drag and drop email builder, as well as pre-made email templates that’s ready in minutes.

Most importantly, Constant Content allows users to create automated email paths for subscribers which changes according to customer response. 

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For instance, you can ask subscribers a question answerable by “yes” or “no”, and you can segment their paths according to their answers. 

For law firms, it’s a great way to send emails that are relevant to clients and are tailored to their specific needs.

Constant Contact’s pricing starts at $12/month and goes up to $80/month for Premium accounts.


For Keyword Research and SEO

Ahrefs is a search engine optimization (SEO) tool that provides advanced keyword research and analysis features to help marketers run successful SEO marketing campaigns.

Ahref’s features include:

  • Dashboard – An overview of all SEO campaigns and their performance
  • Site Explorer – Find out detailed SEO data about any website, including keywords, backlinks, and paid traffic performance
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  • Keyword Explorer – Get keyword suggestions and see its difficulty, search volume, and traffic potential
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  • Content Explorer – See the top content in your niche, get content ideas, find blogging opportunities, and improve your content creation strategy
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Ahrefs has more tools like Site Audit, Rank Tracker, and Broken Link Checker. Its monthly plans start at $99 and go up to $999 for Enterprise accounts.


For Organizing Your Marketing

CoSchedule is a social media and content management software that helps users organize and schedule their content. This paid tool is valuable to people working in the legal industry who often don’t have time to manage their social media profiles because they focus on their law practice.

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CoSchedule has a Social Calendar which is a visual calendar where you can create and schedule publish dates for each social media post. The other feature is called Content Calendar which has collaboration features to complete content publishing tasks from writing, editing, to promoting.

CoSchedule has a free plan but most of its advanced features are only available in its paid plan which starts at $19/month paid annually ($29/month paid monthly). 

How To Choose The Right Marketing Tool for Your Law Firm

Don’t let your marketing efforts go to waste by using the wrong tools. You need to learn as much as you can about a specific software before considering spending money on it. 

In general, you should choose a tool that is essential to carry out your law firm marketing strategy. The tools should also be easy to use, accurate, secure, and aligned with your budget.

If you need help choosing the right legal marketing app or law firm CRM for your practice, reach out to us and we’ll help you identify the best tools that match the needs of your legal practice.

Kim Barloso

Article by Kim Barloso

Kim Barloso writes different types of content that helps businesses and brands establish their online presence. Before venturing into writing ten years ago, she was a communications trainer for customer support companies. These days, she keeps herself busy with writing and catching up on true crime documentaries.