Law Firm Marketing Strategy: 5 Tactics for 2021

Marketing a law firm online can be challenging for a variety of reasons. Not only must you target a specific geographic area in most cases, but you also need to be able to target the correct demographic, especially if you specialize in one particular kind of law.

The good news is that by following a few proven-to-work strategies, you can attract more clients and grow your business. This being the case, let's take a look at five tips for marketing your law firm that really works.

Print Advertising

Print Advertising

Print advertising may seem old fashioned, but it still works for certain demographics. If you know that your target demographic still engages with print media, then it is certainly worth putting out ads in the publications that they read. Just make sure that you do your research first. Print ads can be expensive, and as with most offline marketing methods, less forgiving than their online counterparts.

Google My Business

Google My Business is a free service that allows you to list your business online. It works like a business directory but has more bells and whistles that will help you zero in on your target demographic. Here are some of the benefits:

  • Your law firm shows up in Google Maps
  • People can read reviews on your law firm
  • Your contact info will be displayed
  • You can include a link to your website
  • You get data on how people are finding your business

Since it's free, there is really no reason not to use Google My Business. In addition to the benefits listed above, it will also help with your SEO (search engine optimization) efforts.

Local SEO

Local SEO

Speaking of SEO, if your law firm practices in a specific city, state, or province, you need to make sure that your digital marketing efforts are reaching out to people in your area and not all over the world.

An SEO Agency that specialises in local SEO will target search terms related to your businesses service area, this is because your law firm may be located in London, but you can also service surrounding suburbs. This increases your client reach, while keeping your local targeting. This is where local SEO comes in. Just as people now buy mattresses online, they also shop for attorneys online, and if you want clients, you had better be there.

Local SEO consists of several strategies used to make sure that the search engines like Google recommend your law firm to people doing searches in your area. This includes things like using area-specific keywords such as “Denver CO divorce law firm,” listing your law firm with online directories, and making sure that your website is mobile-friendly.


PPC stands for “pay per click” and is a very powerful form of advertising if you have the budget for it. The main drawback here is that you will lose money during the testing phase as you find which ads convert and which don't. If you can make it through the testing phase, you will have an incredibly reliable way of getting leads. You can join a number of PPC networks, but Facebook, Instagram, and Google Adwords are the most popular these days.

Gain an extra edge with management platforms specifically designed for law practices. Convert IT, a company based in Fort Lauderdale, Florida, provides an industry-specific service with targeted PPC ads, lead tracking, and conversions; their platform covers various attorney specialties, from criminal law to estate planning to bankruptcy law marketing.

Social Media

Social Media

You can advertise your law firm using social media, but you have to be smart about it. Social media is all about engagement and entertainment. If your content is boring and uninteresting, then no one will want to follow you. On the other hand, if you can create content that people will want to engage with, you'll get plenty of followers, some of which will either do business with you or recommend you to their family and friends who need your services.

Casting a Narrow Net

One thing that may surprise you is that when it comes to marketing your law firm, it works better to cast a narrow net than a wide one. This is because the market for law firms itself tends to be very narrow, especially if you specialize in a certain kind of law.

This being the case, you will see better returns on your marketing investments if you take the time to research your demographic and really focus your marketing efforts on the people most likely to need your services.


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