Article by Kristaps brencans Kristaps Brencans

Law Firm Marketing Strategy: Ultimate 2024 Growth Guide

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Law Firm Marketing Strategy » Law Firm Marketing Strategy: Ultimate 2024 Growth Guide

If you are not seeing results from your law firm marketing, it might be time to revisit and revise your approach. The legal industry is highly competitive and law firms are adapting their marketing techniques to stand out from rival firms and win over more clients. 

We’ve created this comprehensive guide to help you implement a successful digital marketing plan from start to finish. In this chapter, we’ll discuss an overview of basic marketing concepts, understanding different marketing strategies, and brief descriptions of how they work to achieve your business goals.

What Is a Law Firm Marketing Strategy?

A law firm marketing strategy is a cohesive set of plans that are implemented towards achieving a specific goal. For instance, a personal injury law firm might create a marketing strategy for attracting new clients using paid ads. 

Law firm marketing strategies are created to ensure that every marketing initiative has a purpose and can be tracked, measured, and tweaked to improve performance.

Why Do Law Firms Need Marketing?

Whether you’re a small law firm or a national firm, you need marketing for the following reasons:

  • Attract new clients
  • Create brand awareness
  • Establish authority
  • Build customer trust and loyalty
  • Improve online reputation
  • Gather data to improve your marketing strategy’s performance

These are just some of the many benefits of law firm marketing, on top of attracting potential clients.

Marketing Strategy Vs. Marketing Plan for Lawyers

How does a marketing strategy differ from a marketing plan? 

A strategy is the reason behind all your marketing initiatives. It is the overall principle of why you are going in a certain direction in your campaigns. This includes choosing your target audience, creating a unique selling proposition (USP), and a long-term goal that will be your main focus for the duration of your marketing activities. 

A marketing plan is how you will implement your strategy. You can have several marketing plans like paid advertising, SEO, or content marketing, but they all follow one strategy.

How To Arrive at Your Law Firm Marketing Budget?

Your law firm marketing budget will depend on your marketing strategy, whether you’re going to pay for ads or do less costly methods like search engine optimization (SEO). Being in competitive practice areas like personal injury and family law can also be a factor that determines how much you need to spend to market your firm effectively. 

In general, law firms invest 49% of their yearly budget on marketing. A good technique in creating a budget for your law firm is the 70-20-10 rule: 70% for proven tactics, 20% for exploring new avenues, and 10% for experimentations. This allows you to achieve results from trusted and proven methods while being innovative at the same time.

Law Firm Marketing Glossary

SEO (Search Engine Optimization)

SEO is the practice of optimizing content (such as a website) to improve its visibility in search engine results pages (SERPs). 


A keyword or keywords is a word or set of words that people use to search for something on a search engine (like Google). 


PPC (pay-per-click) is a paid advertising method where an advertiser pays when someone clicks on their ad. PPC is usually offered by Google Ads and allows businesses to show up on top of SERPs.


Backlinks, also called inbound links, are links to your website from another website. They are valuable as they can improve your website’s authority and search engine ranking.


CTA (call-to-action) refers to a line that tells a reader what to do next. Most CTAs in marketing campaigns encourage a person to buy a product, schedule a consultation, or sign up for a service.


ROI (Return On Investment) is a way to measure the profit gained by an initial investment. An ROI is calculated by:

Net income/Cost of investment x 100

Conversion rate

A conversion rate is an important metric that measures how effective your CTA is. It is a percentage of how many people (who saw your ad) took action versus how many people saw your ad. The formula for conversion rate is:

Number of conversions / Number of Clicks x 100 


Traffic refers to how many people view or click on a website or piece of online content. 


Leads refer to people who have shown interest in your business.

Google Local Pack

Google Local Pack, also called 3-Pack, is the top 3 business listings that appear on location-based search queries in Google Search.

12 Simple Steps to Start Legal Marketing in 2024

There are many effective ways of promoting your legal services to your target audience. Whether you’re a solo lawyer, a small firm, or a multi-location firm, you can benefit from these law firm marketing best practices. 

1. Decide Upon a Marketing Budget

We’ve mentioned creating a budget earlier on this article. Deciding on a marketing budget is the first step in implementing your strategy. Be generous with your budget, if possible, to ensure you have enough freedom to run marketing campaigns for the long term.

2. Create a Marketing Plan

A marketing plan is your guide on what needs to be done to start your law firm marketing journey. It should include:

  • A specific marketing goal
  • A definition of your target audience
  • A list of marketing methods you’re going to use (SEO, PPC, content marketing, social media marketing, email marketing, etc.)
  • Your budget
  • A timeline and designated people responsible for every campaign
  • A method of measuring performance in all marketing channels

When you have this all listed, then you can be organized, focused, and efficient when executing your new business strategy.

3. Get a Professionally Designed Law Firm Website

It’s worth investing in a professionally designed law firm website to ensure that your site does not only look great, but that it is built with technical SEO in mind. This means your site should be:

  • Responsive – looks great in any device
  • Secure – safe for web visitors to use
  • Speedy – loads in less than three seconds
  • Easy to navigate – has a web design layout that is easy to understand
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When you achieve this level of quality for your site, you are more likely to increase traffic and generate high-quality leads, helping you get closer to your business goals.

4. Claim Your Free Online Listings

This online marketing platform is a free but effective way of lead generation and increasing visibility online. 

Listing your law practice in online directories can help you gain more visibility outside of your website and social media pages. These directories show up for people looking for legal assistance. Law firm directories like Avvo and allow lawyers to create a profile as part of their marketing tactics.

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5. Get Your Firm on Social Media

If you have no social media pages for your law firm yet, then it’s time you start creating one or two in the appropriate platform. You can choose from Facebook, Instagram, LinkedIn, or do all of them if you want to get the best results.

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Once your social media profiles are created, you need to create and implement a social media content strategy that aligns with your law firm marketing plan. 

Some examples of social media posts include:

  • Firm updates and achievements
  • Featured lawyers
  • Case studies
  • Behind-the-scenes
  • Q&A sessions
  • Podcasts
  • Interviews
  • Testimonials
  • Webinars

Being active in social media helps your law firm show its brand and connect with the audience on a more personal level. It’s a great way to stay top of mind with potential clients, earn trust, and convert followers to customers.

6. Promote Yourself And Build Your E-E-A-T

As a law firm, one of the most effective ways to stand out in SERPs is by focusing on improving your E-E-A-T, a criteria for Google’s Search Quality Rater Guidelines, which is used for evaluating content quality online.

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E-E-A-T stands for:

E- Experience

E – Expertise

A – Authoritativeness

T – Trustworthiness

Google looks at the authenticity of a content, including its author. One way to meet this standard is to create an author profile for your blog posts and make sure that it shows at the bottom of each post. 

An author profile should provide information about the author and what makes them an expert in the topic they are writing about. For instance, a trusts and estates lawyer is qualified to write a guide on estate planning, so it should fit the E-E-A-T standard.

7. Encourage More Online Reviews

Getting positive online reviews for your law office can be a highly effective way to attract quality leads and give you a steady stream of new clients. Reviews are prominently displayed in Google search results for businesses, so people gravitate towards businesses that have 4 stars and above and quickly become prospective clients.

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There’s no formula or shortcut to getting positive online reviews, so you need to focus on providing an impressive client experience that will motivate past clients to write a review.

Although you can encourage past clients to write reviews for your law firm, there should be no reward or incentives offered, as a rule stated by the American Bar Association (ABA).

8. Start Digital Marketing With Search Engine Optimization

With its long-term benefits, SEO is worth your time and effort. You may not see immediate results, but the return on investment with SEO compounds over time.

SEO might seem daunting to lawyers because of some technical aspects, but learning the basics is all you need to start implementing it on your website. For best results, you can hire law firm SEO experts that have experience and proven results with law firms. 

9. Business Development and Networking Aren’t Optional

Word-of-mouth or referrals continue to be a reliable source of leads for most law firms. It’s important to remain active in advocating for your firm offline. Make it a conscious habit to mention your legal services to your peers, past clients, and other professionals who might have clients who need lawyers. 

Some ways to nurture your leads with networking include:

  • Volunteering in or sponsoring community events
  • Hosting legal seminars
  • Speak at industry events
  • Do pro bono work 
  • Join bar associations

Doing these things not only creates awareness for your firm but grows your career and know-how as a lawyer, which benefits your future clients and your firm.

10. Always Keep Your Ideal Customer Profile (ICP) in Mind

Your Ideal Customer Profile (ICP) is a detailed description of the perfect client. Having an ICP in mind helps guide your marketing campaigns, from the content you create for your social media page to the strategy you take when writing ads or blog posts. 

When your campaigns focus on meeting the needs of your ideal customer, you are more likely to generate quality leads and improve conversion rates.

11. Measure Your Marketing Efforts and Iterate 

As mentioned before, part of your marketing plan should include how to measure the performance of your marketing projects, from website traffic to your ad conversion rates. 

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If you don’t have a marketing team and you hired a digital marketing agency, make sure to ask for progress reports to track how your campaigns are performing and whether you’re close to achieving your marketing goal. 

You can also track and measure performance on your own. For instance, you can use Google Analytics to learn about your website’s performance like number of visits, engagement, and bounce rate. For tracking ads, you can use the Google Ads dashboard to see your ad’s conversion rate and ROI.

12. Be Mindful of Lawyer Advertising Rules

The American Bar Association has specific rules on advertising legal services. It’s your utmost responsibility to learn this by heart and avoid practices that violate these rules. 

Some of these rules say that lawyers should:

  • Never claim to be certified unless there is proof
  • Not make false claims
  • Not use superlatives in their communication (best, most, lowest, highest, etc.)
  • Not pay people in exchange for referrals or recommendations

These advertising rules are enforced strictly and should be followed to maintain your good standing as a lawyer. Note that specific states like Florida have additional rules for lawyers in the said state.

Pro Tip: Leverage AI Tools to Improve Your Marketing

Using artificial intelligence as a marketing tool can help you save time and implement your strategy efficiently. 

Some examples of using AI include:

  • AI content writing tools – create blog posts and write social media copy 
  • AI-powered SEO – suggest how to optimize content
  • Chatbots and virtual assistants – these are tools you can install for your website to address common questions, acquire leads, get contact information, and even schedule appointments

With AI, you can streamline your processes while still adding a human touch with your potential customers. 

Final Thoughts

Law firm marketing need not be a complicated maze to navigate. With a strong strategy and detailed plan, you should be able to implement solid campaigns that help you reach your goal.

However, you do have the option to hire a law firm digital marketing agency to ensure you get better results. On The Map Marketing has provided high-performing marketing services to law firms from SEO to web design and beyond.

Contact us today to get started with creating a tailored marketing plan for your firm. 

Need more marketing advice? Read the next chapter to learn how to create a marketing budget for your firm.