A Complete Legal Marketing Guide For Lawyers & Law Firms (2020)

A Complete Legal Marketing Guide For Lawyers & Law Firms (2020)

In law schools, lawyers are mostly taught just law, not how to run a law firm. To run your own profitable practice, you need to become an expert in the fields of client acceptance, bookkeeping, office management, and marketing. Learning about legal marketing is undoubtedly one of your most valuable skills when you launch your law firm. It drives the reputation of your law firm and draws clients to your practice. There are plenty of topics, from analytics to email marketing for lawyers.

Legal marketing can be daunting, but it is important to understand how you grow your practice and stand out in the unsaturated legal market. Effective legal marketing allows you to differentiate between rivalry and clients.

It would be best to have a marketing strategy, and some business know-how to market your law firm. We’re going to help you start.

Law Firms’ Methods, Tactics, and Plans

Marketing should not be haphazard or too process-based. It should be strategic and based on experiments based on data. It also requires awareness, methods, and plans that vary. You need all three as a law firm.

Strategies are long-term approaches, and strategies are short-term tools and techniques to accomplish the objectives. Strategies are generalized, whereas strategies are more precise. You prepare on how to incorporate your plans and methods to achieve your objectives. With these three, you will need to market your law firm effectively. All three allow you to envision your marketing targets better.

For example, you can try to get more visitors to your law firm’s website through organic searches. Your strategy for this may be to concentrate on enhancing your SEO. Your strategies could involve building ties. Your strategy will take measurable measures to create additional links to your website.

What should I do to Grow My Practice?

It would help if you create a legal marketing toolkit before you design your law firm’s marketing plans. Your marketing toolkit should include brand guidelines, clients, a sense of what your marketing funnel looks like, and a good website. From there, you can extend your toolkit to include stuff like a publishing calendar or a guide, but first, you need your basics.

Your priorities, strategies, methods, and plans can change over time, so it is vital to keep them in mind to get a better understanding of how to get your law firm where it is supposed to be.

Create your Brand

Your brand should be the first tool in your legal marketing tool kit. The brand of your law firm is what you are selling. You actually market your law practice, of course, but what is your practice, exactly? How would you like people to see your law firm? What is the brand of your law firm? What sort of brand experience would you like your clients to have? At the very least, the brand can provide law firms and lawyers with importance, confidence, and consistency in improving your clients’ lives. Also, you want to think about the picture, style, and voice you want to transmit and how you can consistently transmit this.

The ultimate purpose of branding is immediate visibility and a good feeling when you connect with your law firm’s brand. Ensure that your brand represents you, your field of practice, and your personality.

When you have developed your brand, you would want a one-sheet overview of your law firm’s brand, voice, and personality. 

Client Profile

You will need to know to whom you are selling after creating your law firm name. You need to build a composite “ideal client” profile to direct your marketing efforts. A client is your composite. It’s a summary of your law practice as an ideal client. You may have many individuals who come under the umbrella of the ‘ideal client’ for your law practice.

You can build at least one person for each service you offer to help you create more oriented marketing for your services. You should consider the population, context, motivations and goals, and problems or pain points of your individuals. You can do this alone or with the support of your staff and clients. Think about some profiles of the characteristics of your ideal customer.

Developing The Funnel for Marketing

An inbound marketing funnel can capture your ideal client journey’s understanding, assessment, and conversion phases.

A marketing funnel outlines the journey of your clients to find you and recruit you as their lawyer. It can be divided into three phases:

  1. Sensibilization stage: The client understands that they have a problem and begins to perform research to understand better and frame their problem.
  2. Consideration stage: The client begins to identify his dilemma and is committed to looking for ways to solve it.
  3. Decision stage: The client begins to pursue a lawyer to help them solve their dilemma.

Your marketing funnel will concentrate on your clients and how they view each stage of their journey. In general, the funnel will concentrate on attracting traffic to your site, potential clients, qualifying potential clients to decide whether they can hire a lawyer and turn potential clients into real clients.

The Website of Your Law Firm

The first impression of most people about you and your practice is your website, so you want to make sure that it reflects your law firm and is simple, well-designed, and stable. You should at least have an “About Us” page when making your website, which tells your clients about you, and what you do better than anyone else. You can also have a practice area page listing your services, a page listing your mission and vision, client testimonies, blog, case study, or even a FAQ on your website, etc.

Creating a Marketing Strategy

You want to start promoting your business once you have your brand, and a website ready to go. However, it depends on your marketing objectives on how you promote your law firm. Your marketing objectives should be motivated by the ability to address the issues of your ideal client.

Setting targets helps to build a more oriented legal marketing strategy so you can attract the right client and keep mindful of your marketing research, KPIs, and ROIs to see if you meet your budgets and deadlines. If your goals have been established, you need to tie each goal to a certain metric. For instance, if your target is to increase website visitors to your law firm website and you want to track the activities of your website visitors then Google Analytics will be very helpful for you.

Google Analytics offers helpful tools to calculate your metrics and performance, which allow you to see how many people have visited, seen, and visited your website. It can also monitor downloads, the length of your visitors, and other site metrics. Social media platforms have their own reports to measure interaction, but you can combine these data into one source using social media management systems. You may also use CRMs to learn about your marketing activities. HubSpot or Salesforce are low-cost solutions that include simple metrics reporting if there is no CRM in place, and the law practice management software does not provide such reporting.

To calculate these metrics, you have many ways to advertise your law firm online and offline and to drive traffic to your website.


SEO: SEO is the optimization of the search engine. SEO is used to make your website search engine easier to use (“optimize” your website), so you can rank higher in the SERP (such as search engine results pages). A variety of variables, including keywords, connections, local SEO considerations, and metadata, are best SEO practices. In case if you’re new to SEO, just put some good content on each web page like a human, not a robot, and you’re going to get off to a good start. You could also consider seeking expert assistance from SEO experts or marketing agencies.

Pay Per Click, known as PPC: these are web advertisements you pay when you click. The most famous example is Google AdWords, the advertisements you see at the beginning of your search for Google.

An important thing to be careful about is that they should always connect to a defined landing page for the ad you are using for PPC advertising or any ads you place online or in an email newsletter. Your landing page should show what your ads give for email marketing lawyers to function. For example, if you sent your potential clients to a website about your personal injury work by clicking on your ad, they would probably lose interest, and you would lose the prospects of anyone looking for an employment attorney.

Social Media: If you don’t use social media or have a Facebook profile, you don’t benefit from a huge forum with an interactive audience. Social media can be used to connect with and learn more about your customers, friends, scholars, or actually, anybody, organically, or by advertising, which is more real and personal. We suggest you be at least on Facebook, Twitter, and LinkedIn when it comes to social media for lawyers. There are social media platforms for lawyers where most of the clients can spend time.

Legal Directors: One quick way to boost your website SEO is to et listed in legal directories. Some directories can be listed for free. For example thelawq.com. 

Google My Business: You can also assert your company profile for Google. Given the number of people who search for lawyers in legal directories through Google, saying your profile on Google Business is a vital way to be seen online. This is a way to be heard with no advertising. Keeping your profile up-to-date, obtaining and reacting to your firm’s feedback, and adding an FAQ section to your listing will help improve your SERPs’ visibility.

Email marketing: Email marketing is an ideal way to create new business and to replicate it. You can create advertising, newsletters, alerts, and other emails to the people on your (segmented) lists. Like every other marketing campaign, email marketing for lawyers needs continuity and frequent review of the plan.

Guest posting: Guest posting/blogging is another great way to help create traffic on your web. To start with, create a list of blogs that you would like to post to your guests, review the guest blogging policy, and then submit. To maximize the prospects for publication, begin to develop a partnership with the company first, if possible, study and write postal ideas, adopt publication policies on guest mailing, and then pitch your idea!


Marketing offline or typical may include banners, televisions and radio advertisements, business cards, posters, snail mail ads, and summer T-ball teams. This marketing kind is particularly relevant when you want to create yourself as a pillar in your community or generate word of mouth references.

You should not rely on conventional or digital marketing alone. You should combine both in your marketing plan because only one or the other will not necessarily carry your growth. And if anything doesn’t perform as you want, you can change your marketing strategy and adapt it according to your requirements and objectives.

Measure Performance and Change Your Goals

In different ways, success can be defined, also at different times in your content marketing strategy. Setting up and periodically reviewing your objectives can help you monitor your performance better and calculate your ROI. Your goals can range from growing your law firm awareness to increasing access to your website, increasing the number of potential customers on your website, showing your experience, or establishing ties with strategic partners.

It’s all right to change your policies, approaches, and plans as your law firm expands or as your priorities change. Only be sure where you are and where you want to be when you reassess your marketing plans.

Convert Visitors into Clients

Naturally, all this marketing works like magic, but you need to be able to conclude the contract. “Sales” must not be a negative or clever thing. “Sales” basically means that you have a mechanism in place that suits your marketing strategy to sign your target client. It’s business growth, ultimately. You have put all the time and effort into your marketing campaign. It’s not a follow-up plan to sign all future clients who want to hire you.

Ideally, sales are the last component of the marketing funnel and operation, emphasizing “process.” You can’t just “set it and forget it.” You need to pay attention to your dimensions, your priorities, and how your marketing strategy impacts them to change and improve.

Continue to improve calls for action on your website. If people want to contact you, have a form readily available. Make sure your ads do the way you want them. Consider syncing your website to a CRM to track and track leads to fill out your forms. Legal marketing is not a sprint but a marathon. You want a steady flow of people into your funnel to not runoff from new clients.

Just note, your marketing campaigns were to target your ideal clients. You are entitled to say “no” to people you don’t think your practice will suit well. 


We can help you overcome all the digital marketing obstacles you’re facing and help you develop the perfect website to rank higher on google search results, which will eventually generate more leads. Discover more about our digital marketing solutions by simply emailing us. Our email address: info@acelegalmarketing.com.

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