Digital Marketing

The Ultimate Guide to Online Marketing for Attorneys

By Hugo Fernandez
The Ultimate Guide to Online Marketing for Attorneys

We all know how tough and competitive marketing for attorneys can be. Standing out from thousands of other firms is no small task – it takes a lot of hard work to get a client to choose your firm. However, an effective way to attract more clients is to improve your firm’s marketing plan, and the best way to start is through digital marketing.

Digital marketing for attorneys is a great way to establish your credibility and broaden your reach for potential clients. If you want to get more leads and turn those leads into customers, then it’s time to up your marketing game!

So how do you do that? Here are 6 things you should and shouldn’t do to take your attorney marketing game to the next level.


marketing for attorneys

Build A Great Website

The most important thing you can do to up your online marketing game is to create an effective website. Building a website is how you start your online presence. It’s the place where potential clients will be able to find you. Think of your website as your digital office.

There are many ways you can build a website. You can try a DIY website builder. The upside to a DIY website builder is it’s cheaper, but you won’t have as much control over how the website looks or what it does. You also have the option to hire an agency to do everything for you. Hiring an agency will give you more control and will make your website customizable, but be prepared for the higher cost.

In the end, it’s something for you to decide, taking into account what resources you can spare. If you have time to do it yourself, then go for the DIY website builder, but if you don’t have time and can include hiring an agency in your budget, a digital agency is definitely the way to go.

For more on building a great website, check out our curated list of the 25 Best Law Firm Websites for helpful information, tips, and website inspiration!

Hop On the Social Media Train

Social media is way more important than most law firms believe. It can be a game changer when marketing for attorneys. It also plays an important role in establishing your online presence. Social media is where you can engage with others from your field and potential clients. It’s also where you can post relevant content in your field and share articles like law news or important announcements that might be of interest to future clients.

There are many social media platforms you can use, but you don’t have to be on every single one. Create accounts only for the platforms you know potential clients will be on. Effective marketing for attorneys is allI all about knowing your market.

The best places to start are Facebook and LinkedIn. Facebook has the most users, while LinkedIn is where all the professionals are.

Once you’ve established your social media accounts, you can consider trying Pay Per Click advertising, or PPC. Facebook offers this feature and your ads will only appear to users who are interested in your services. Check out our article on Facebook Ads to learn more about this effective form of advertising.

Get a My Business Profile

Google My Business is a service operated by Google. It gives business owners control over what shows in the search results when a business name is Googled. You can list your hours, website URL, and add images. This service will give your law firm a better chance of showing up when a person searches for a lawyer near you. Having a business profile will also allow clients to post their reviews on your services. The reviews will also show up on the search results and will increase your online credibility.


marketing for attorneys

Ignore the Tips Above

This is probably the biggest mistake you can make. Ignoring the tips above would mean not establishing an online presence at all. How can you market online without having an online presence?

In today’s world, not marketing online is almost like not marketing at all.

The majority of the population goes online to look up anything a person can think of. It’s the most convenient thing for us. People go online to do all sorts of things, but most importantly for you, people go online to look for solutions.

There is a high chance that those who are looking to hire a lawyer in their area are searching the web as you’re reading this right now. If your law firm isn’t online, then they will choose a law firm that is.

Go Against the Trend

Marketing trends come and go, especially digital marketing. It’s a very fast-paced world where trends are always changing. When it comes to marketing for attorneys, you have to hop on the bandwagon to stay on top.

Content marketing has been the big thing for the past several years. It’s all about creating the best content online with an emphasis on videos and photos. Many law firms are already adapting to this trend, posting more videos for potential clients to consume.

Not keeping up with marketing trends will put your law firm at a disadvantage against competitors who do. Don’t waste your time and money on a marketing plan that’s no longer effective and trendy. Adapting to these trends will only help boost your law firm’s presence and keep your marketing strategy up to date.

Ignore the Importance of Branding

The brand of your law firm is like your sense of style or its persona. It’s an extension of the company and its values. Always make sure that you stay professional, even on the Internet. Use the platform to show your expertise so you can be taken seriously. Respond professionally in engaging with clients, be mindful of what you post, and never use your law firm’s social media accounts for personal use.

Of course, there’s a lot more to branding than being professional. When’s the last time your logo got an update? Are your digital assets giving away the fact that you haven’t invested in your brand for years? If so, it may be time to talk to a branding agency. (See a list of California branding agencies here!)

Online marketing may seem intimidating, but it’s one of the most effective and easiest ways to gain more clients. Set marketing goals for your law firm so you have something to work towards.

Now all you have to do is follow the tips above and watch your client list grow.


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