The legal industry is a notoriously challenging one in which to thrive.

With so many attorneys and law firms competing for the same clients, marketing yourself and your services to stand out from the crowd is essential to success.

You need some excellent attorney marketing tips to meet that challenge and stand out from the crowd.

As a law practitioner, you must develop your brand and an online presence that reflects your unique voice and style.

In this guide, we’ll explore 12 ways to use marketing tactics to expand your sphere of influence as a lawyer and a businessperson.

Discover expert advice on improving your law firm’s visibility, increasing its online presence, and building brand recognition to grow your practice while staying authentic.

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1. Know Your Clients

First, you’ll want to know the type of clients you have.

  • Are they business owners?
  • Are they professionals?
  • Are they emerging entrepreneurs?
  • What is their legal need?
  • Is it transactional?
  • Is it contract-based?
  • Is it litigation?
  • Do you specialize in one area of the law or offer a broad range of services?

Understanding your client’s needs and problems is the first step in creating helpful, compelling attorney marketing tips. You can then articulate how you plan to help them solve their problem.

After all, your clients are your brand ambassadors. And it would help if you took the time to get to know their needs and challenges so that you can provide them with the solution they need.

2. Know Your Competitors

Next, you’ll want to know about your competitors.

  • What do they do well?
  • What opportunities do they miss?
  • What are their weaknesses?

The more you can understand your competitors, the better you’ll be able to market yourself as a better solution to the client’s problem.

  • What keywords are they ranking for in Google?
  • What type of content do they create and promote?
  • How are they positioning themselves in the marketplace?
  • Do they have a solid online presence?

Learning more about the strengths and weaknesses of your competitors will help you create better attorney marketing tips that will put your law firm at the top of the game.

Most people seek a solution to their problem and want to find it quickly.

If your law firm is competing for those clients against other law firms that are doing a better job at reaching those same clients, you’ll lose out.

3. Build Your Brand

You must take the time to define your brand and find a way to position yourself as a thought leader in your field.

  • What is your unique selling proposition (USP)?
  • What makes your law firm unique?
  • What are you known for?
  • How do you want to be perceived in the marketplace?
  • What is your promise to the client?
  • What is the one thing that your law firm does better than anyone else?

To build a strong brand and powerful attorney marketing tips, you must first understand what makes your law firm unique.

It could be your approach, your style, your expertise, or the results that you achieve for your clients.

However you do it, you must find a way to differentiate yourself from other law firms.

4. Start a Business Newsletter

A business newsletter is a valuable tool for engaging with your clients.

Newsletters often include:

  • A welcome message
  • An update on recent projects
  • A challenge or question
  • A call to action

Newsletters let you promote new services, highlight special offers like discounts on services, or announce free consultations.

  • What topics should you cover in your business newsletter?
  • How often should you send your newsletter?

Your topics can vary depending on your industry. However, most newsletters have the same essential components.

Business newsletters provide a valuable service to your clients and build relationships and trust, positioning you as a thought leader. Ultimately, they can increase your law firm's SEO ranking.

Use it to market your law firm and stay on top of mind with your audience while providing valuable content they can use.

5. Create Educational Content and Promote it on the Right Platform

Creating educational content is another excellent way to get your name out there, build trust with your clients, and position yourself as a thought leader.

You can cover a wide range of topics, but be careful not to get too general. Topics should be specific enough to make your content valuable to your readers.

You might cover entrepreneurs' strategies to raise capital or how businesses can protect themselves from cyber threats.

The best way to promote your content is to create it in various formats. The more types of content you produce, the more places you can post it, and the more people will be exposed to your work.

If you're creating an article on how to get a divorce in Florida, for instance, consider making a video version or a blog, then publish them on social media.

Each platform offers its unique benefits. While Facebook allows users access only through the app, Twitter offers multiple ways for viewers to engage with your video by replying or retweeting.

6. Use LinkedIn

LinkedIn can be an excellent platform for law firms, providing a space for lawyers to network and make connections.

Below are some essential LinkedIn strategies that lawyers should use:

  • Post more about the firm's philosophy and tips for success.
  • Link each post to your main site so viewers can find more information, watch a video, or get a downloadable report.
  • Tag company leaders and include their profile pictures on posts to boost engagement and visibility.
  • Share a link from one of your blog posts daily, so readers know you're still around, commenting, and posting new content worth their time. - Maintain a professional tone and avoid sounding like an advertisement. Instead, think of it as providing valuable insight into how they might be able to market themselves better.
  • Add relevant keywords (i.e., lawyer or attorney) when describing yourself and your services in an update box on your LinkedIn page. Include the area of law you practice in your headline, too.
  • Engage with other attorneys both inside and outside of your network by asking questions via LinkedIn InMail, updating them on articles they'll find useful or helpful based on their interests, and thanking them publicly for mentioning your firm somewhere online.
  • Schedule an event on your LinkedIn homepage to remind users that something is going on at the law firm, even if it's just a single speaker appearing at a conference. Keep in mind that some people use LinkedIn as much for keeping up-to-date with industry news as they do when finding new clients.
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7. Invest in SEO

Plenty of benefits come with ranking high in Google search results. Studies show that the top three results get approximately 54.4% of the clicks.

SEO can help you attract more clients and stay competitive; on top of that, it's usually affordable.

The best way to optimize your website for SEO is to hire a professional or an agency that can implement a robust SEO strategy.

They can create a plan for what content you should publish, where you should publish it, and how often you should publish it.

They can also search for keywords you should target and how to get those keywords to rank in Google.

What can you do to increase your website's SEO? First, you want to ensure that your website has a clean design and loads quickly.

Next, you want to make sure that it is easy to navigate. You also want to ensure that it is designed for humans and Google.

  • Include your keywords. Make sure your website has the right keywords so that Google knows what your site is about.
  • Create quality content. Google prefers websites with unique, quality content. To rank your website, you'll need to create great content people want to read.

8. Claim Your Business on Google and Prioritize Positive Reviews

You want to make sure that your business is claimed correctly on Google. You can do this by signing into your Google My Business account and by verifying your business address.

You can also claim your Yelp page and your Bing profile. You'll want to fill out all the information correctly, including your law firm's hours of operation, address, and phone number. Once you've verified your business location, you can claim your law firm on Google.

It will allow you to create a particular landing page that will show up when people search for your name. This one's an excellent way to direct clients straight to your website.

Once you've claimed your business on Google, you can then start working on optimizing your business listing.

How do you do that? There are a few things you can do.

  • Post great photos. One of the best ways to increase the likelihood of a positive review is to publish high-quality images. You want your photos to look professional and to show potential clients what your law firm is like.
  • Ask for reviews. Once you have happy clients, you want to make sure they leave a review. You can do this by including a sign-off that asks your clients to leave a review.
  • Reply to negative reviews. If you get a negative review, make sure that you reply to it. You don't have to argue with the reviewer. All you have to do is say "thank you" and "we appreciate your feedback."

9. Engage with Your Online Community

You want to make sure that you are engaging with your online community.

Engaging with your online audience can be a powerful tool for growing your law firm. By putting yourself out there, you will establish a presence on all major social media platforms and open yourself up to the possibility of reaching new clients.

  • Which communities are you a part of?
  • What are you doing to increase your visibility within those communities?
  • What types of content should you be sharing?

Join groups related to your practice area or industry. Consider looking for local groups where you live and engage with members by answering questions, sharing content, and getting involved in conversations.

And then share industry-related news, insights, and helpful tips. Keep up with your blog posts and share them across your social media channels.

10. Connect with Referrals

One of the most valuable ways to grow your law firm is by connecting with referrals.

Referrals are a lawyer's best friend. Most clients come in through referrals, and building your client base can be challenging when you're starting.

Many lawyers rely on word-of-mouth advertising for new business, but this can only get you so far.

Asking for referrals is integral to growing your law practice because it can open doors to new clients that may not have been available otherwise.

It shows others that you seek work and can go above and beyond for those who trust your abilities as a lawyer.

11. Use Targeted Advertising

As a lawyer, you likely understand the importance of word-of-mouth marketing.

You want your clients to speak highly of your firm and refer their friends, family, and colleagues to you. But how can you get the word out in today’s social media world?

There are several ways that lawyers can use targeted advertising on Facebook and Google Ads.

Create a landing page for each ad campaign - Create a new webpage with unique content on it for each ad campaign that is created. Each landing page should include the same information as other pages on your website but also contain a call-to-action at the end asking users if they would like more information about hiring lawyers.

Test different types of ads - When testing other ads, they should not overlap, so only one type runs at any given time. It could lead to confusion among visitors who may think there are multiple firms behind them when only one exists!

Use targeting options wisely - When targeting audiences, use demographics such as age groups, gender, and interests.

12. Turn Leads into Potential Cases

Once you have these marketing tips for attorneys in place, your law firm is on its way to generating leads.

26% of law firms don't track their leads, which is a mistake. Law firms forget to collect a number on an initial call 45% of the time.

Your leads are potential clients. To avoid these mistakes, manage your leads by using a CRM system.

The next step in this process is using the lead information and turning it into potential cases. If they are not a possible case, there are ways that the law firm can make them one.

For example, if someone had an accident and needed help with medical bills or lost their home to foreclosure and could use legal assistance with bankruptcy, it's time for your attorney.

By utilizing all the marketing tips above, your lawyer can reach out to more potential clients and turn those leads into cases.

Attorney Marketing Tips: Final Thoughts

If you're like most attorneys, your law firm's marketing efforts are probably limited to placing an ad in the local newspaper every couple of weeks, sending out mailers to prospective clients, and updating your website occasionally.

While these sorts of activities can be helpful, they're not necessarily going to bring in more business or inspire potential clients to choose your law firm over the competition.

The best way to expand your reach is by marketing your law firm. Today's legal landscape is more competitive than ever. You must adopt digital marketing strategies beyond making announcements about your services and using traditional marketing channels.

Creating a brand and visual identity for your law firm is just the beginning. Once that's done, you must maintain, consistently promote, and create new marketing materials.

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