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Are you a newly solo lawyer looking to get your first clients? 

Or perhaps you work for a mid-sized law firm that could use some help generating a marketing strategy for new leads?

In addition to asking for more reviews and referrals, have you considered revamping your online presence — updating your law firm’s website, writing blog content, and branching out into online content marketing?

In this post, I’ve compiled the top 15 best legal marketing ideas to help lawyers and law firms expand their digital reach to attract new clients and generate leads.

Law firm website design tactics

First, you’re going to need a website. Follow these tips to make sure your website is fully functional and has the essential pages and features to help your audience get the information they need.

Optimize your website

Kaleidico offers web design for both new and existing websites. Contact us today to start generating new business with your legal site.

1. Revamp your law firm’s branding and mission statements

Choose the specific words, colors, and typefaces that convey your law firm’s core values and mission statement.

To come up with your mission statement, find your firm’s core values, purpose, and services to create a short, but powerful statement. For example, “Compassionate attorneys helping medical malpractice clients who suffered needlessly.”

Your mission statement should sit at the very top of your website to welcome visitors to your site. It tells visitors exactly who you are, who you help, and what services you offer.

Work with a graphic designer to discuss your branding goals, They’ll be able to find the right fonts, colors, and create a custom logo that will stand out among the generic law logos online.

2. Create a landing page for each of your key practice areas

You’ll need to create individual pages on your website for each of your law firm’s key practice areas.

For example:

  • Medical malpractice
  • Preventable death
  • Personal injury
  • Car accidents
  • Accidental death
  • Divorce

It’s not enough to just have a homepage that lists out all of your legal services, you need to create a new page for each service. Why? Because:

  • Each new page is an opportunity to add essential keywords that will make your website easier to find
  • You can go more in-depth on each topic and answer relevant questions your readers may have
  • Multiple pages will keep readers on your website longer
  • Each page will have its own contact form, multiply your chances of generating leads
  • Makes it easier for Google to find and rank your sites

3. Add social proof to gain your readers’ trust

Be sure to list out every certification and award your law firm has won as “social proof” and show them prominently on the homepage of your website, usually lower on the page, or near the footer.

For example, feature graphics that show your law firm is part of the state bar or has won the “best local law office” award.

If your company is famous for working on a high-profile case, then reference the case on your home page, or on your “About Us” page.

This not only gains trust but makes your website easier to find on the Google search results page, particularly if people are Googling your high-profile case.

Lastly, add client testimonials to your website, using a review plugin. A review plug will give you more control over which reviews you decide to show on your website.

Later in the article, I’ll discuss how to get more Google Business reviews.

4. Make sure your website has all the essential pages

Every web user is accustomed to seeing these top five pages listed at the top of each website:

  • Homepage
  • About Page
  • Blog page
  • Practice Areas and services page
  • Contact page

At the very minimum, you need to have these pages to offer your readers enough information to help them, and enough keywords for Google to notice your website and place it in the search results.

Also, make sure to add important information in the footer of your website, such as:

  • Physical location address
  • Email address
  • Phone number
  • Copyright notice
  • Social media icons
  • Email sign-up forms
  • Logo
  • Sitemap

5. Attorney Bios

Once you’ve added all the basic pages, you should really create an “Attorney Bios” page. This is a page that features the attorneys on your team with a headshot and a short biography.

There are two benefits to doing this:

  1. It’s reassuring for readers to see what the lawyers look like and learn their qualifications.
  2. When people search for a specific lawyer on Google, your law firm’s website will be near the top of the search results.

Website SEO and local SEO tactics

Search engine optimization (SEO) simply means making your website or blog posts easy to find in Google searches.

The goal of your law firm’s SEO is to rank your website higher than your competitors to receive more traffic. 

6.  Google Business

If you want your law firm to appear as a red pin in Google Maps searches, then you’ll need to add or claim your Google Business profile.

Once you’ve claimed your profile, follow these steps to optimize your Google Business profile for better visibility on search engine results pages:

  • Add your location on Google Maps
  • Enter your physical address
  • Make sure to delete any redundant or duplicate listings for your company
  • Add your law firm’s phone number and website address
  • Add links to LinkedIn and social media pages
  • Add business hours
  • Add photos of your location, office space, and staff
  • Add questions and answers to your profile page

Later in this article, we’ll discuss the importance of getting Google Business reviews to make your law firm rank higher in the “lawyer near me” Google search for your local area.

7. A help page or FAQ page for a fast track to Google’s SERP

Have you noticed how sometimes you ask Google a question, and the first search result will be a sentence or paragraph with the answer bolded for quick access?

This is an example of a “featured snippet” from a FAQ or help page on a website.

This is why you should create a frequently asked questions page or help page that’s filled with the most common questions you receive from your clients.

To get your snippet to show on the first page, this following this formatting:

Ask the question in the form of a header on your website. Then follow it with a plain text answer. I’ll give you an example:

“How do I get my FAQ page questions on a Google SERP snippet?

You get your search snippet shown by immediately answering the question to your header’s question, usually in the first sentence.”

8. Getting reviews online

First, you should know there are some extra ethical rules and regulations for lawyers advertising their legal services, both traditionally and online.

I recommend you learn more about this from our blog post “Ethical Regulations in Legal Marketing” however, I’ll simplify one interest point regarding online reviews:

“(b) A lawyer shall not compensate, give or promise anything of value to a person for recommending the lawyer’s services…” 

There is, however, an exception that lawyers can “(5) give nominal gifts as an expression of appreciation that are neither intended nor reasonably expected to be a form of compensation for recommending a lawyer’s services.” 

What’s considered a “nominal gift”? I’m not a lawyer, so I can’t really say. I’ve read definitions of nominal gifts ranging from under $15 to under $50. So if you plan on giving gifts, do your research ahead of time.

I encourage you to learn more about these rules.

But essentially the rule is saying this — you can’t pay people to recommend or leave reviews for your law firm, including Google Business reviews.

However, you can and should ask your previous clients for reviews online, you just can’t bribe them or harass them into doing so.

For law firms, content marketing means producing free content, such as blogs or downloadables, and publishing them online to be found in Google searches, or while your audience is browsing online. 

Content marketing is essential for lead generation — you create informative content that people search for to bring them to your website, where they eventually fill out a contact form.

9. Competitive research

A big part of marketing professionals’ jobs is to research the competition — see how much traffic they’re getting, which of their posts are ranking high on Google, and which specific keywords each law firm is ranking for.

Why do this?

Because if you know which blog posts and search terms are bringing people to your competitors’ sites, you can then copy their approach to bring those same people to your website.

Of course, when I say “copy” I don’t mean plagiarize. 

Your job is to take the article the competition has written, and entirely rewrite it to make it better, longer, and more updated. Google favors newer blog posts over older ones, so look to your competitors for inspiration, and then give your readers a newer version to read.

If you notice a competitor has a top blog page that says “The Complete Guide to Winning Your Personal Injury Case” you could write a similar article titled “How To Win Your Personal Injury Case: Everything You Need to Know.”

If you’ve ever wondered why so many blog posts have similar titles, it’s exactly because of this — they’re competing for the same keywords.

10. How-to blogs and educational content

Your website needs to be publishing blogs fairly regularly.

As a rule, four a month is the minimum you should be produce. For highly competitive spaces like legal services, you’d benefit from producing even more blogs monthly.

Besides looking to your competitors for blog post ideas, you can also think about the types of content your target audience would search for.

Write blogs based on your key practice areas in the form of “how-tos” or educational posts. For example:

  • When to know the right time to sue for medical malpractice
  • How to sue your partner for custody rights
  • How to prove medical malpractice
  • What documents do you need to prove citizenship

As I mentioned before, you should create a separate FAQ page with short questions and answers. However, for blog posts, you should aim for at least 1000 words per article.

Make sure to organize your information into different subheadings for improved scan-ability.

Also, you have to make sure you use your targeted keyword enough to get picked up in a Google search, but not so much that it seems spammy or too obvious.

11. Video content

Most law firms are not producing educational or even promotional videos.

Writing blog posts, while time-intensive, isn’t as hard as video editing. Therefore, there’s a lot less competition out there for lawyers who post high-quality videos on YouTube.

So you want to get discovered quickly? Create a high-quality YouTube video and optimize it with timestamps in the description.

I’ve seen examples of new YouTube videos that were only one-day old that made it to Google’s first page of search results. It’s kind of crazy how that works sometimes.

Just like text-based snippets in Google’s SERP, there are also video snippets that will play a video at the right time to answer a searchers’ relevant question.

Your YouTube video can then be embed onto your website, even your homepage to greet visitors when once they click.

Lead generation tactics

Once you’ve got traffic to your website, you’ll need a few different tactics to encourage people to submit their contact info. Follow these tactics to optimize your website for lead generation.

12. Forms on every one of your pages

The generic law firm website will have forms everywhere — pop-up ads, chat boxes, forms in the sidebar, click-to-call buttons at the top of the website.

This approach can be a bit overkill and potentially desperate looking. I know when I’m searching through sites I get easily annoyed with all the pop-ups. All people feel this way.

Instead, each page will have forms with clear calls-to-action (CTA).

Instead of bombarding visitors with contact forms everywhere, find ways to sneak in clickable buttons on the website. 

When people click these buttons, they’ll either be taken to a different page or an attractive pop-up will appear asking one simple question at a time until the form has been completed.

Don’t misunderstand what I’m saying, you do need contact forms throughout your website, but show some restraint so you don’t scare visitors away.

13. Chat Boxes

Yeah, I know I just said I don’t like chat boxes. Usually, it’s the ones that have a real loud “DING” when you visit the website. Nobody likes that.

But, chat boxes do have their purpose. They are another way to capture a lead and to ask qualifying questions to people who are interested in your services.

14. Lead magnets, downloadable content

If your visitors aren’t comfortable or willing to fill out a contact form, they may be willing to enter their email address to receive a free content download, called a “lead magnet.”

In addition to blog posts, consider writing a lengthy PDF eBook that people can download for free. And the only requirement is that they submit their name and email address so you can email them their download.

15. Webinars

You may consider hosting an online seminar “webinar” to give basic legal advice to people who are interested. 

Kaleidico is a law firm marketing agency, lead generation agency, and content creation studio for law firms.

Fuel your firm with qualified online leads created by our content strategists, PPC professionals, SEO specialists, blog writers, and editors.

Together, we can transform your law firm’s website and digital marketing strategy to help generate more case leads.

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About Matthew Dotson
Matthew Dotson is a freelance writer experienced in blog, copy, and technical writing. He covers everything from marketing and digital advertising to technology and senior living. Previously, he worked for a Y Combinator tech startup in the Silicon Valley and traveled the country covering auto shows for Ford Motor Company. Matthew is also a multi-instrumentalist who composes, produces, and records original music. He enjoys photography, videography, fine art, and cinema.

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