The Importance of Digital Marketing for Lawyers

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If you’re a lawyer or law firm, choosing where to advertise your services can be difficult. Twenty years ago, if a lawyer wanted to place an advert, there were four basic channels to choose from: TV, radio, newspapers (print), or street ads like billboards. Today, the internet has disrupted these four main traditional channels.

As a greater number of law firms starting to get on board with digital marketing, we are starting to see them stepping up their marketing strategies and business development activities. Gone are the days where leads walked through the door on reputation alone. It’s a bigger, fiercer and more competitive legal market out there today.

The internet allows a firm to engage with consumers whilst simultaneously enhancing its brand, firms that lack an online presence are automatically put at a disadvantage. However, firms now must fight with digital marketing, social media, website development and sales training, on top of trying to improve efficiency and maintain staff retention.

Although the benefits of online marketing are obvious, how do you take advantage of the opportunities? Well, it’s about listening to what clients want, focussing and tracking all your marketing activities.

There are so many options to choose from but how do you work out which ones are right for your firm? See our top tips below on digital marketing and how to set your law firm marketing off in the right direction.

1. Showcase yourself and services online

Clients and professionals like to know who they are dealing with. People will search and look you up online and if you’re nowhere to be found, they you are missing out. It’s a captive audience, a perfect opportunity to display your up to date, professional profile on both your website and law firm social media profiles. This can showcase your expertise, any awards you may have won, reported cases and articles you’ve written.

2. Blogging and Vlogging

Blogs have been around for a long time, but they are still a great tool to use on your website. Each one creates a new page which helps with your domain authority as Google rewards sites that constantly put out new content. Google also owns YouTube and therefore creating video blogs (Vlogs) should be a part of your strategy. Whether it’s an article or a video, they both establish you as an expert in a certain area of law and if done right, it will also boost your SEO, raising your website in the google rankings.

3. SEO – Search Engine Optimisation

If you’re not sure what this means, then it is advised to do some online reading around the subject. There are over 2 million legal orientated search queries every day in the UK on Google and if you’re not grabbing that opportunity, by optimising your website, someone else will!

It’s time to get on board with law firm SEO, whether you do some yourself or outsource it to the experts it’s up to you. If your website is looking outdated or it consists of just a few pages, then it’s time for a re-design.

Grow the domain authority of your website by producing content that people want to link to and decide what type of work you want to attract. Then focus on producing content surrounding that type of work.

4. Content is King

Take charge for developing valuable content that is relevant to your practice. Invest the time in learning about what your target audience is interested in and develop content that aligns these interests and questions with what services you can offer. Clients expect you to be at the top of the search engines if they are to trust that you are the best choice or at the very least, they can find detailed information about you online.

Anyone can have a slick website to attract leads, however good quality content and expert guides which answer questions your potential clients may search will help deliver leads to your business.

4. Get your Website Basics Right

Whatever area of law you practise, your clients will at some point need to access your website to find your number, an office address or perhaps they found you online. Online users are becoming increasingly demanding in terms of the experience they expect from a website. They want a fast loading website as a minimum requirement on mobiles and tablets too. A responsive website design essentially responds to the type of device the user is viewing it on, allowing the information to display in the best format.

5. Digital Marketing and PPC

Digital marketing is highly targeted, the more you analyse your online efforts the more you can refine your law firm ppc strategy to increase your conversions. Digital marketing can have a huge effect on generating leads that are the right type of work for you, but in the absence of a sales funnel and a long-term SEO strategy, it is not a sustainable digital marketing method on its own.

6. Converting Leads

Tracking how you found the work and the route it takes to you is essential. Converting enquiries and cross-selling is more important than ever as the competition ever increases.

Sales skills are very important in understanding how to close the deal. Converting a lead into a paying client is what it’s all about!


In today’s on-demand, digital world just being a good at the law is no longer enough, going that extra mile can really help your firm stand out from the crowd. ‘Fee earners’ no longer just earn fees and those that have a greater understanding of the wider business world will be the ones to shine.

To find out more tips and to speak to us about growing your law firm leads, contact us on 0115 8700443  or visit

August 23, 2019 · Tim Kevan · Comments Closed
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