Mastering Online Marketing: A Comprehensive Guide for Lawyers

It’s no longer enough for law firms to rely solely on word of mouth and referrals for new clients.

Nowadays, lawyers need a strong online presence to stay competitive and attract clients searching for a lawyer online.

Online marketing for lawyers is the number one way for law firms to connect with those clients.

In this article, we’ll explore the importance of online marketing for lawyers, discuss various strategies that can be employed, and help you measure the success of your online marketing efforts.

Importance of online marketing for lawyers

Let’s dive into the importance of online marketing.

Expanding your client base

The Internet is the first place most people go to when looking for a new service or product, including those searching for a lawyer.

Online marketing can help you reach a wider audience and attract clients you otherwise wouldn’t be able to reach.

The lawyer who only does traditional marketing works with a much smaller pool of potential clients. Marketing online expands that pool and inevitably leads to many more clients.

Building a strong online presence

To expand, lawyers who market themselves online can build their online presence. That means establishing yourself as a thought leader not only in your practice area but in your city.

Online marketing allows you to showcase your expertise and ability to handle legal issues through many means. You could write blogs on common legal topics or build a portfolio of testimonials from happy clients to prove your ability.

It’s the best way to build your brand and become a law firm that’s top of mind.

Outperforming your competition

Getting your law firm online automatically places you ahead of your competition which only does traditional marketing.

And it opens you up to a different type of client, one that is more qualified and is a better fit for your firm.

With a strong online marketing campaign, you can come out on top in your local rankings and dominate the industry in your area.

Effective online marketing strategies for lawyers

There are many different digital marketing techniques you can use. Let’s break down a few.

Search Engine Optimization (SEO)

SEO is one of the most important components of online marketing for lawyers.

It involves optimizing your website and content to rank higher on search engines like Google.

Keyword research

One of the first steps of SEO is to identify relevant keywords that potential clients may use when searching for legal services.

Here are some examples of top-tier keywords for lawyers:

  • [Practice area] lawyer near me
  • [Practice area] lawyer [city]
  • Questions answering common questions related to your practice area, like “How to beat a DUI.”

You take these keywords and build webpages around them to rank at the top of Google.

Lawyer Keywords Head Body Long-Tail

Tools like Google Keyword Planner and SEMrush can help you find the right keywords to target.

On-page optimization

It’s not enough to stuff your keywords into an article.

You’ve got to optimize your pages for SEO.

On-page optimization involves optimizing your website’s content and structure to make it more search-engine friendly.

It’s an in-depth topic, and we’ve written extensively on it, but here’s a breakdown:

  • Use your targeted keywords in your title tags and meta description
  • Use keywords at least once in your headings and body text
  • Include internal and external links
  • Optimize your images with alt tags

This includes using targeted keywords in title tags, meta descriptions, headings, and body text, as well as optimizing images and internal linking.

Off-page optimization

Then comes off-page optimization.

It’s more technical than the other steps and is where we recommend always working with a professional law firm marketing agency.

Here are a few things your agency should do to keep your website at the top of Google:

  • Build high-quality backlinks
  • Make sure your website is mobile-friendly and loads quickly
  • Maintain a positive online reputation (reviews, Google Business Profile)

That’s just the tip of the iceberg.

Content marketing for lawyers

Content marketing and SEO go hand in hand.

To boost your organic visibility, rankings, and traffic, you have to invest in content. And it’s a grind.

When content and SEO mesh well, your website will shoot to the top of search engine rankings, bringing in tons of traffic.


When you think of content marketing, you probably think of blogging.

When you create SEO-optimized, informative blog posts, you can rank highly on Google for your targeted keywords. This brings in heaps of qualified traffic while boosting your credibility and authority.

Keep your blog content relevant to your law firm’s practice area. Consider addressing questions you frequently get asked by clients, as the odds are other people are typing those exact questions into Google.

law firm blog post

Regularly updating your blog with fresh content also keeps your audience engaged and coming back for more.


Videos are another powerful content marketing channel for law firms.

More Law Firm Clients VIdeo Marketing
(Image Source)

That’s why 91% of businesses use video as a part of their marketing strategy.

And law firms aren’t excluded from that number, despite many lawyers’ hesitancy to participate.

Here are a few things you could consider making videos about:

  • Share your opinions on popular legal cases
  • Answer frequently asked questions
  • Ask your clients to leave video testimonials

There’s much more you can do. Depending on your practice area, it might even be worth participating in TikTok trends.

Like blogs, videos can be SEO optimized. Use your targeted keywords in your title and description.

And don’t be afraid to film on your phone. It’s actually preferable, as they’re more authentic.

Long-form practice area pages

Your website pages are just as important as your blog. Comprehensive, long-form “power” pages on practice areas rank highly in search results, driving traffic to your site.

Like blog posts, these practice area pages should be keyword optimized and thorough. Strive for a balance between providing valuable content and avoiding information overload via jargon.

And create a practice area page for every practice area you work in.

Social media marketing

Law firms can use social media to promote their law firm, engage with their audience, and build brand awareness. It gives you the opportunity to connect with potential clients and showcase your legal expertise in a more personal and approachable manner.

Which is something many people appreciate, as more and more people are looking for authenticity in the services they hire.

But don’t just publish content on any social media platform. Choose the right one — the one that your target audience is at.

For law firms, platforms like LinkedIn, Facebook, and Twitter are the most common. Although some lawyers are beginning to use Instagram and TikTok to reach a younger audience.

popular social media for lawyers

We recommend picking one or two platforms and really mastering them before branching off into others. And remember — don’t overpromise. Set a realistic posting schedule that you’ll be able to follow consistently.

Here are a few ideas for what you could post:

  • Share your blog posts
  • Talk about industry news
  • Legal commentary on relevant cases
  • Showcase your employees

Last but not least, monitor your social media metrics to see what types of content are performing the best and adjust your strategy to match.

Email marketing for lawyers

Email marketing can help you nurture relationships with leads who may have landed on your website but weren’t ready to hire.

Put simply, you send highly targeted and personalized emails to your email list (who have explicitly permitted you to contact them).

But how do you build that list of subscribers?

We mentioned offering free e-books and guides (as lead magnets) in exchange for a website visitor’s email address. This is a pretty standard way of building an email list.

Then send out engaging emails with content your subscribers actually want to see.

Share much of the same content as you would on your blog or social media profiles like:

  • Promote new blog posts
  • Share legal tips
  • Highlight successful cases

If you want to get into the weeds of email marketing, you can segment your list into various identifying factors like location or occupation. This allows you to send out highly specific emails.

Measuring the success of your online marketing efforts

You could run a digital marketing campaign and not worry about performance, but you’d be doing yourself a disservice.

Setting goals in the form of key performance indicators (KPIs) and monitoring them helps you find what marketing tactics are working, what isn’t, and informs you on how to adjust accordingly.

Google Analytics

Google Analytics is a powerful tool that provides insights into your website’s performance, user behavior, and lets you track your KPIs.

The metrics you track depend on your goals, but for law firms, you might want to watch:

  • Organic traffic: The number of visitors coming to your website through search engines (mainly your content). An increase in organic traffic indicates the effectiveness of your SEO efforts.
  • Leads: You can track how many leads you receive and from what sources. This lets you know how successful your marketing is and what channels to invest more money into.
  • Conversion rate: The percentage of visitors who complete a desired action on your site, such as filling out a contact form on your blog or signing up for your email list.

We recommend reviewing your Google Analytics at least once a month so you can shift your marketing budget around and get the best results.

Frequently Asked Questions (FAQs)

1. What is online marketing important for lawyers?

Online marketing is essential for any lawyer who wants to reach new clients, build a strong online presence, and outperform their competitors. It helps lawyers showcase their expertise and reach their target audience.

2. What are some effective online marketing strategies for lawyers?

A few effective online marketing strategies for lawyers include search engine optimization (SEO), content marketing, social media marketing, and email marketing. These strategies help law firms attract, engage, and convert potential clients.

3. How can I measure the success of my online marketing efforts?

You can measure the success of your online marketing efforts by monitoring key performance indicators (KPIs) in Google Analytics. Look at stats like organic traffic, leads, and conversion rates.

4. How can I improve my law firm’s search engine rankings?

Improving your law firm’s search engine rankings involves employing SEO strategies, such as keyword research, on-page optimization, and off-page optimization. Creating high-quality, relevant content, and building a strong backlink profile is crucial for ranking higher on search engines.

5. How can I engage my audience through content marketing?

To engage your audience through content marketing, focus on creating valuable, informative, and engaging content in various formats, such as blog posts, videos, e-books, and guides. Ensure your content addresses your target audience’s needs and interests and showcases your legal expertise.

Use online marketing to bring new clients to your law firm

Modern lawyers should use online marketing if they want to keep up with their competitors.

Tactics like search engine optimization and content marketing can help increase your brand awareness and attract an entirely different group of clients than you would with only traditional marketing.

And you don’t have to do it alone.

Consider reaching out to a law firm marketing agency like JurisPage to take care of your digital marketing.