12 Attorney Marketing Tips for 2024

Our marketing experts have gathered 12 ways to use marketing tactics to expand your sphere of influence as a lawyer and a businessperson. Discover expert attorney marketing tips on improving your law firm’s visibility, increasing its online presence, and building brand recognition to grow your practice while staying authentic.

1. Know Your Clients

One of the most important steps to marketing a law practice is to collate information about your clients to get to know them:

• 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 will help you create valuable, compelling attorney marketing strategies and articulate how you plan to help them solve their problem, thus encouraging them to contact your firm.

Remember, your clients are your brand ambassadors. When you provide them with the solution they need, they may recommend your services to family members, friends, acquaintances, and colleagues.

Explore The Top Legal Marketing Agencies

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2. Know Your Competitors

Next, you should research your competitors. The more you understand your competition, the better you’ll be able to market your firm as a better solution to your target clients’ problems. Ask the following questions:

• What do they do well?
• What opportunities do they miss?
• What are their weaknesses?
• What keywords are they ranking for in Google?
• What type of content do they create and promote?
• How are they positioning themselves in your shared niche?
• Do they have an engaging online presence?

If your law firm competes against others that excel in marketing and outreach, you’ll lose out. Learning more about the strengths and weaknesses of your competitors will help you create an effective marketing plan that puts your law firm at the top of the game.

3. Build Your Brand

You must take the time to define your brand and find a way to position your firm as a thought leader in your field. To build a strong brand, you must first understand what makes your law firm unique. This could be your approach, style, expertise, or results you have achieved for previous clients that differentiate you from other law firms.

Consider the following questions:

• 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 your law firm does better than anyone else?

4. Start a Business Newsletter

One of the most effective attorney marketing ideas is to send business newsletters to engage potential clients. Newsletters enable you to promote new services, highlight special offers like discounts, or announce free consultations.

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

• A welcome message
• An update on recent projects
• A challenge or question
• A call to action to contact your law firm

Business newsletters provide a valuable service to your clients and build relationships and trust. Use them to market your services and provide valuable content they can use. Ultimately, newsletters can boost your law firm's overall performance.

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

Creating educational content is an excellent way to get your firm’s 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 be too general. Ensure that your content is specific enough to be truly valuable to your readers.

The best way to promote your content is to share it in various formats. The more types of content you produce, the more platforms you can post it on, increasing exposure to your brand. Post content on platforms your target clients frequent — this is an essential element of market research.

For example, if you’ve written a detailed blog post on how to get a divorce in Florida, turn the key points into infographics and post them on Instagram. You can also create a video using the same points to share on YouTube or TikTok.

6. Use LinkedIn

LinkedIn is an excellent platform for law firms, providing a space for lawyers to network and make connections. Below are some essential LinkedIn strategies that attorneys should use:

• Consistently post about the firm's philosophy and tips for success that are worth your followers’ time.
• Link each post to your main site so people can find more information about your services and engage directly with your firm.
• Tag company leaders and include their profile pictures on posts to boost engagement and visibility.
• Stay up to date with industry news and share links to related blog posts daily to maintain a consistent presence on platforms like LinkedIn.
• Maintain a professional tone and avoid sounding like an advertisement. Provide value to followers and readers so they will feel compelled to contact your firm.
• Use relevant keywords when describing your services in the update box on your LinkedIn page. Include the area of law you practice in your headline, too.
• Engage with other attorneys within and outside your network. Ask questions via LinkedIn InMail, update them on articles they'll find helpful based on their interests, and thank them publicly for mentioning your firm online.
• Schedule events on your LinkedIn page to apprise followers of your firm’s activities.

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 all clicks.

SEO can help you attract more clients and stay competitive. The best way to optimize your website is to hire a professional or an agency that can implement a robust SEO strategy. Agencies can create a plan for what content to create, where to publish it, and how often to update it. They can also perform keyword research, so you know what phrases to target and boost your rankings on search engine page results (SERPs).

To boost your website's SEO, ensure your website has a clean design and that your pages load quickly. Next, make sure it is easy to navigate and that it is designed for humans and Google.

The most important SEO best practices include:

• Choosing your keywords carefully: Ensure all your web pages, meta titles, meta descriptions, and image captions contain the right keywords so Google knows what your site is about.
• Creating quality content: Websites with unique, valuable, and engaging content rank well on Google search results.

8. Claim Your Business on Google and Prioritize Positive Reviews

One of the most important law firm marketing ideas is making sure your business is claimed correctly on Google, Yelp, and Bing. You can do this by signing into your Google My Business account and by verifying your business address.

Claiming your business on multiple platforms enables you to maintain a particular landing page that will show up when people search for your firm. This is a great way to direct clients straight to your website.

Once you've claimed your business on Google, optimize your business listing by doing the following:

• Post great photos. One of the best ways to increase the likelihood of a positive review is to publish high-quality images of your firm. Photos should look professional and show potential clients what your law firm is like.
• Ask for reviews. Encourage happy clients to leave a review on Google. You can offer promotions if they do so or send an email to prompt this action.
• Reply to negative reviews. If you get a negative review, reply as quickly as possible. You don't have to argue with the reviewer. Just thank them for their feedback and say that you will work on improving your services moving forward.

9. Engage With Your Online Community

Engaging with your online audience can be a powerful strategy for growing your law firm. You can reach many new clients by establishing an engaging presence on multiple social media platforms.

Consider the following:

• 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 online groups related to your practice area or industry or look up local groups in your service area and engage with members by answering questions, sharing content, and getting involved in conversations. Additionally, share industry-related news, insights, and helpful tips for your followers and community members.

10. Connect With Referrals

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 practice because it can lead to many more opportunities.

To get more referrals, you must first deliver top-notch services to your existing clients. Make the process as seamless and stress-free as possible for them and they will be happy to refer potential clients to your practice. You can also establish professional connections with other attorneys or firms that offer services that complement yours, so you can refer clients to one another.

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 the digital age?

One of the most efficient marketing ideas for law firms is targeted advertising on Google Ads, Facebook, and other platforms. Here are the steps to do so:

• Create a landing page for each ad campaign. Include a call-to-action to encourage visitors to seek out more information about hiring your firm.
• Test different types of ads. Tweak ad content and test each one to see which leads to more clicks and conversions.
• Use targeting options wisely. Use demographic information such as age, gender, and interests to accurately target potential clients.

12. Turn Leads Into Potential Clients

To cultivate your leads and turn them into paying clients, use customer relationship management (CRM) software to track communications and connections. Nurture leads with outreach strategies via targeted email marketing. Additionally, answer all questions and concerns promptly and showcase your expertise in your niche.

Follow these attorney marketing tips and your law firm will be on its way to generating leads. You can also contact these agencies to take the reins to advertise your law firm.

Top Digital Marketing Agencies for Law Firms

1. Touchstone Infotech

• Location: A19 1st floor sector 7 Dwarka, Delhi, 110075, India
• Average Hourly Rate: $29/hr
• Expertise: Digital Marketing, Website & APP, Graphic Designing

Established in 2013, Touchstone Infotech is a one-stop technology hub based in India that caters to clients in the US, Canada, and Australia. The agency offers a wide range of services in digital marketing, SEO, and web development. It helps businesses meet customer expectations and gain a competitive edge through digital solutions with a fast time to market.

Law firms can benefit from local SEO, content marketing, Google My Business, and reputation management services. The agency also caters to clients in other industries, such as tourism, hospitality, health, and education.

2. Digital Marketing With Ajay

• Location: J-7/16, 1st Floor, Rajouri Garden, New Delhi, 110027, India
• Average Hourly Rate: $500/hr
• Expertise: Content Marketing, Search Engine Optimization, Social Media Marketing, Digital Branding, PPC Advertising

Digital Marketing With Ajay is a creative digital company enabling brands to unlock their full marketing capacity. It specializes in SEO and content marketing that ensures more traffic and conversions for businesses. The agency crafts digital products from ideation to marketing and testing. Its expertise in content and social media marketing will have law firms welcoming more clients through the door.

3. Digital Success

• Location: 2001 Ross Ave Suite #700-140, Dallas, Texas 75201, United States
• Average Hourly Rate: $35/hr
• Expertise: Digital Marketing, Public Relations, SEO, Social Media Marketing

True to its name, Digital Success is all about tactics that work. This multi-disciplinary digital marketing agency unleashes the power of creativity and automation to help businesses grow fast. It provides tailored solutions like local SEO, PPC, and remarketing for law firms to boost awareness, lead generation, conversion, and revenue.

The numbers speak for themselves: Digital Success has delivered a 500% traffic increase and $4 million worth of opportunities for clients. The agency has worked with attorneys in various practices, from business to family, healthcare, and immigration.

4. Digital Cogency

• Location: Mahendru, Ashok Rajpath, Patna, 800006, India
• Average Hourly Rate: $50/hr
• Expertise: Digital Marketing, SEO, Website Design, Social Media Marketing

SEO, social media marketing, software and web development — Digital Cogency is a one-stop shop for all your needs. The agency prides itself on its technical expertise and high-ROI techniques. Its team is composed of experts in their respective fields, whose focus is to deliver tangible results and bring more customers to their clients. It provides 24/7 live support, which attests to Digital Cogency’s commitment to service quality.

Digital Cogency has worked with businesses in different industries, with almost 90 clients and 150 completed projects.

5. Fisher Green Creative, LLC

• Location: 7 Misty Lane, Cape Elizabeth, Portland, Maine 04107, United States
• Average Hourly Rate: $85/hr
• Expertise: Website Services, Social Media Marketing, Email Marketing

Fisher Green Creative provides "big support for small businesses" with comprehensive solutions at affordable rates that meet every client's unique needs. Whether your concern is your budget, time, or expertise, the agency can help. It effectively combines SEO strategies with dynamic visuals and a cohesive brand blueprint to make your business stand out online. Its strategies boost search engine rankings, increase social media presence, and improve overall marketing strategies.

Fisher Green Creative has worked with law firms, title companies, accountants, restaurants, small businesses, and more.

6. Ernst Media

• Location: 12402 N. Division St. STE 185, Spokane, Washington 99218, United States
• Average Hourly Rate: $95/hr
• Expertise: PPC Management, SEO Services, Social Media Marketing

A boutique digital marketing agency with over 15 years of experience, Ernst Media is a company of integrity, craftsmanship, and collaboration. With these values in mind, it drives digital strategies with measurable results and top-quality support.

The agency specializes in paid and organic customer acquisition through PPC management, SEO services, and social media marketing. It crafts PPC campaigns with much attention to detail according to client’s unique business needs.

Notable Ernst Media clients include DAV Network, Wisdom Labs, DNSFilter, and Silvertrac Software.

7. Fire for Effect Marketing

• Location: 59 Damonte Ranch Pkwy. B-564, Reno, Nevada 89521, United States
• Average Hourly Rate: $60/hr
• Expertise: Video Marketing, Social Media Management, Website Design

Fire for Effect Marketing is a Nevada-based digital marketing agency that serves small to midsize businesses, providing marketing on the same level as corporations but at an affordable price. For each client, the agency creates a custom package of marketing campaigns unique to its needs. If you want to take a step further, services include high-definition video production for web and social media, which can help engage more clients and drive conversions.

Notable Fire for Effect Marketing clients include Carson City Hyundai, Excimer Laser Repair Corp., Kieran Walsh Galleries, and Memory Spring.

8. Global SEO Services (STL SEO Services)

• Location: 12042 Debonnaire Drive, St. Louis, Missouri 63146, United States
• Average Hourly Rate: $60/hr
• Expertise: 360° Digital Services, SEO

If you’re looking for a marketing agency to handle all your digital advertising needs, look no further than Global SEO Services. Offering everything from 360° Digital Services and SEO optimization to social media management and link building, this Missouri-based agency takes care of your needs while you focus on more important business operations.

Notable Global SEO Services clients include Shadow Company, Dark Site Operations, and Zen Combat.

9. SBO Buzz

• Location: 1200 N Ashland Ave, Suite 203, Chicago, Illinois 60622, United States
• Average Hourly Rate: $100/hr
• Expertise: Digital Marketing, Website Development, Content Marketing, SEO, Social Media Marketing, PPC Marketing

SBO Buzz is an expert in helping small businesses reach their online potential. By offering services such as social media management and reputation management, SBO Buzz ensures that your digital footprint stays at the forefront of your target market’s minds while placing you at the center of your industry.

First founded in 2012, SBO Buzz has raked up an impressive client base, including Spectacular Eyecare, Todays Dental of Illinois, The Endorphin Effect, and Gardi & Haught.

10. Positive Medium

• Location: 1307 Park Ave, Williamsport, PA 17701, United States
• Average Hourly Rate: Inquire
• Expertise: Web Design, Branding Photography, Mail Marketing, Digital Billboards, Social Media Marketing, Content Writing, SEO

Positive Medium understands that having a robust online presence in today’s digital-centered world is one of the most important things you can do for your business. The agency’s expertise in web design, SEO, social media marketing, and content writing can help launch your business to new heights. Its team of professionals has 10+ years of experience under its belt, helping you reach limitless targets and providing excellent support.

Positive Medium offers a full stack of nifty, additional services, including project management, free consultations, in-person and on-site visits, flexible payment options, and custom packages, to name a few.

11. Outburst Marketing

• Location: 600 1st Avenue, Seattle, Washington 98104, United States
• Average Hourly Rate: $50/hr
• Expertise: Content Marketing, Content Strategy

Outburst Marketing helps businesses reach the top of Google’s search engine by using tried and tested SEO optimization tactics. The agency’s expertise lies in Google Maps SEO, technical SEO, and link building to increase traffic for your site.

Outburst Marketing has a proven track record of delivering efficient data strategy, a targeted process, and excellent communication throughout the project.

12. Web Copy Land

• Location: Georgia, Tbilisi, Vake district, Nutsubidze slope, building 21, Tbilisi, 0162, Georgia
• Average Hourly Rate: Inquire
• Expertise: Content Creation Plan, Content Strategy Audit, Consulting

Web Copy Land prides itself on its ability to cater to a wide range of industries. With a fantastic menu of services, the agency has worked with over 400 clients from eCommerce to niche sites and artist portfolios, and has assisted with considerable traffic growth within the first three months of working with them.

With 12 years of digital marketing, SEO, content marketing, and copywriting experience, it’s no wonder that 70% of their clients go for their plans after their initial one-off purchase.

13. Wishup

• Location: 204, Ambertower, Behind Akash Cinema, Azadpur, Delhi, 110033, India
• Average Hourly Rate: $9/hr
• Expertise: Blog Writing, Lead Generation, Project Management, Email Marketing, Social Media Management, Data Management

Wishup helps clients truly focus on essential business operations while its team takes care of the rest. You can hire virtual assistants, content marketers, and social media managers, or combine them all. Small businesses, entrepreneurs, and large enterprises will all benefit from having Wishup’s experienced team handling the nitty-gritty stuff.

Notable Wishup clients include Cubit and Joto PR.

14. Standard American Web

• Location: 1636 Popps Ferry Road, Biloxi, Mississippi 39530, United States
• Average Hourly Rate: $46/hr
• Expertise: Branding, Web Design, Mobile App Development, Website Development, SEO

Supplying many businesses with well-rounded marketing and design services, Standard American Web relies on successful, profit-driven tactics to ensure a solid digital voice. Established in 2008, this Mississippi-native agency has extensive experience in branding, app development (iOS & Android), software development, SEO, and so much more.

Notal Standard American Native clients include The Bismark Bicks and Love for Children.

15. Digital Auxilius

• Location: 28260 Franklin Rd, Southfield, Michigan 48034, United States
• Average Hourly Rate: $25/hr
• Expertise: Web Development, Software Development, Branding, Digital Marketing, Graphic Design

Digital Auxilius harnesses the power of digital technology to craft strategies that will help you grow your brand and keep up with the ever-evolving market. The agency consists of hand-picked industry experts, from web and software developers to graphic designers, SEO specialists, and content writers who work in synergy to complete demanding and complicated projects. Its services also include branding, brand identity design, and logo and business card design.

Notable Digital Auxilius clients include Revival Research Institute, Lung-N-Sleep Disorder Center, and Tassels.

16. Unifage

• Location: 17 Mandrake Way, Orange County, California 92612, United States
• Average Hourly Rate: $150/hr
• Expertise: Digital Marketing, Content Marketing, SEO, Social Media Marketing

Unifage is a California-based digital marketing agency specializing in video marketing, website design, and CRM solutions. It empowers firms to integrate marketing automation with CRM solutions and develops comprehensive online marketing strategies that include social media, SEO, visual identity, and video marketing.

The agency uses robust reports and analytics to measure campaign success and drive continuous improvement, identify new opportunities, and track spending.

Notable Unifage clients include WholesomeChoice Market, SUNPEAK Construction, and MyCardiologist.

Attorney Marketing Tips: Final Thoughts

If you're like most attorneys, your law firm's marketing efforts are likely limited to placing an ad in the local newspaper every few 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 your competitors. The best way to expand your reach is by actively marketing your law firm. Today's legal landscape is more competitive than ever, so you need to adopt robust digital marketing strategies to capture your target clients.

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

Attorney Marketing FAQs

1. Why is law firm marketing important?

Law firm or lawyer marketing is crucial because it makes reaching potential clients through precise targeting possible. Detailed segmentation is an advantage of digital marketing that makes it simpler to connect with potential customers.

By investing in advertising, businesses can earn substantial profits. Even with lower expenses, they can expect a significant return on their investment.

2. What is the best form of advertising for a lawyer?

For small and medium-sized legal firms, digital advertising is highly efficient because it is targeted, cost-effective, and easily measurable. Digital ads have the advantage of being precisely focused on the intended audience and are relatively inexpensive. Furthermore, their performance can be quickly and accurately assessed.