What's in this article?

Build a high-quality law firm website to generate legal leads
Create an SEO content marketing strategy to reach your audience
Invest in a legal PPC ad campaign
Try email marketing to convert more legal leads
Improve Local SEO for better visibility in Google searches
Create social media pages for your law firm
Do you need help with your law firm marketing strategy?

Regardless of your practice area, there’s no way of escaping competition as a lawyer. 

Another person is always trying to generate the same leads, with the same marketing efforts as you. There’s always another law firm that’s willing to spend more money to reach the top of the industry.

Fortunately, there’s no shortage of lawyer marketing ideas you can employ to consistently generate leads and compete with other law firms. Your goal is to pin down the handful of tactics that yield the results you’re seeking.

With this in mind, let’s examine 20+ proven lawyer marketing ideas. You never know where you’ll end up, but experimenting with each of these will point you toward a marketing strategy you can rely on.

See how Kaleidico can help you reach lead generation goals and get the best cases.

Without a high-quality, optimized law firm website, it’s difficult to generate leads. 

You need to give prospects a place to learn more about your services and to get in touch. 

Create landing pages for each of your key practice areas

Creating dedicated landing pages for each of your key practice areas serves multiple purposes. 

Help clients find you 

Firstly, it provides clear, focused information for prospective clients seeking specific services. For example, a visitor who has been involved in a motorcycle accident will find all the necessary information on the “Motorcycle Accidents” page.

This includes the services you provide, your approach to such cases, and even client testimonials related to motorcycle accidents. This targeted approach not only helps to reassure the visitor of your expertise in the specific area but can also increase the likelihood of them reaching out for a consultation.

Improve SEO

Secondly, these separate landing pages are a boon for your SEO strategy. By optimizing each page for specific keywords related to the respective practice area, you can rank higher in search engine results for those particular terms. 

For instance, the “Motorcycle Accidents” page can be optimized for keywords like “motorcycle accident attorney”, “motorcycle injury lawyer”, or “legal help for motorcycle accidents”. This level of specificity can significantly improve your visibility to potential clients who are actively seeking your expertise online.

Discover target audience

Finally, creating individual landing pages allows you to tailor your marketing efforts more precisely. By tracking the performance and visitor behavior on each page, you can gain insights into which practice areas are drawing more interest and where there might be room for improvement in your services or client communication. 

This data-driven approach can greatly enhance the effectiveness of your marketing strategy and drive more conversions in the long run.

Add lead path forms

Lead path forms are better than old-fashioned clunky forms that ask the same questions over and over. They’re more likely to result in a conversion. 

Create a FAQ page to get on Google’s first page

Sometimes adding a FAQ page can get your website’s answers prominently displayed in legal Google searches. Not to mention the fact that it also helps people on your law firm’s website learn more about your services and related information. Add to your FAQ page over time to keep it relevant.

Write a powerful attorney bio

When people Google an attorney in your local area, you want them to find your website. A powerful attorney bio is critical to your success in Google, as well as when your prospective clients land on your website to learn more. 

You want anyone who reads your bio to come away impressed. Also, you want those searching specifically for a lawyer on your team to find them on your website. 

Here are three tips to follow when creating an attorney bio page:

Personalize the bio

While it’s important to highlight professional achievements and qualifications, it’s equally vital to add a personal touch. This helps humanize the attorney and makes them more relatable to potential clients. For example, mentioning a lawyer’s community involvement, hobbies, or personal values can create a more well-rounded and engaging bio.

Focus on client needs

Remember, the bio isn’t just about the attorney; it’s also about how they can serve the clients. Highlight the attorney’s expertise in resolving specific legal issues that clients might be facing. This way, the bio serves as a direct reassurance to prospective clients that they’ve found the right person to help them.

Use SEO-friendly keywords

In order for people to find the attorney’s bio online, it needs to be optimized for search engines. Include relevant keywords related to the attorney’s practice areas and geographical location. 

For instance, if an attorney specializes in personal injury law in New York, some of the keywords could be “New York personal injury lawyer” or “personal injury attorney in New York”. This strategy can increase the visibility of the bio on search engine results pages.

Add client testimonials to your website as social proof

People want and need social proof before reaching out. Testimonials, reviews, and case studies give them exactly what they’re looking for. Get creative by asking past clients to create a video review. As you get these, post them to a dedicated page of your website and to YouTube. 

Obtaining testimonials from clients can be a great way to build trust and demonstrate the quality of your services. Here are three tips for acquiring these testimonials:

Ask at the right time

Timing is crucial when asking for testimonials. A good time to ask is shortly after a case has been successfully resolved. Your clients are likely to be most satisfied and willing to provide a testimonial at this point. Make the process as easy as possible for them by providing a link to where they can leave their review.

Guide the testimonial

While you want the testimonial to be in the client’s own words, it can be helpful to guide them on what to include. You could ask them to discuss the problem they faced, how you helped them, and the results achieved. This will give prospective clients a clear idea of what they can expect from your services.

Incentivize the testimonial

While many happy clients will be glad to provide a testimonial, offering a small incentive can increase participation. This could be a discount on future services or a gift card for a popular retailer. Be sure to check your local and national laws and regulations to ensure that this type of incentive is allowed.

Make sure your website has all the essential web pages

Homepage, services, about, contact, and a blog page is a good start. 

Think about the usual pages that every website needs to get “indexed” into Google’s search engine results pages. As your firm grows, your website will follow suit.

Creating high-converting web pages for a law firm website involves a combination of effective design, clear messaging, and strategic use of calls to action. Here are three essentials to consider:

Clear and compelling value proposition

Each webpage should clearly articulate the unique value that your law firm provides. This can be conveyed through a combination of headline, subheading, and supporting text. 

Potential clients should be able to quickly understand what your firm specializes in, why they should choose your firm over others, and what outcomes they can expect from working with you.

Trust-building elements

Trust is a crucial factor in a prospective client’s decision to hire a law firm. Enhance trust by incorporating testimonials, case studies, and success stories into your web pages. Displaying certifications, awards, and memberships in professional associations can also boost credibility. 

A professional, user-friendly design is another essential trust-building element. If your site looks outdated or is difficult to navigate, visitors may question the quality of your services.

Strong calls to action (CTAs)

High-converting web pages effectively guide visitors toward taking a desired action, such as contacting the firm, scheduling a consultation, or downloading a resource. Ensure your CTAs are prominent, persuasive, and easy to understand. They should stand out visually, use action-oriented language (“Schedule a Consultation”, “Download our Guide”, etc.), and make it clear what will happen when the user clicks.

Create an SEO content marketing strategy to reach your audience

Search engine optimization (SEO) is the process of improving your site to increase visibility in the search engines. Organic traffic is important to your long-term success as a lawyer — SEO should be a big part of what you do. 


Blogging regularly about your key legal practices is critical for several reasons.

Establish authority and expertise

Regular blog posts focused on your key practice areas can significantly enhance your reputation as an authority in those fields. When potential clients are searching for legal help, they’re likely to feel more comfortable choosing a law firm that clearly demonstrates knowledge and expertise in the relevant area of law. 

By providing thoughtful commentary, insights, and advice on legal issues related to your practice areas, you can show visitors that you’re well-versed in the nuances of their legal concerns.

Improve SEO

Search engine optimization (SEO) is key to improving your law firm’s online visibility, and regular blogging is an excellent way to boost your SEO efforts. Each blog post is a new page for search engines to index, and each post gives you the opportunity to target specific keywords related to your practice areas. 

Over time, this can help improve your rankings in search engine results, making it easier for potential clients to find you when they’re searching for legal help.

Engage and Educate Your Audience

Regular blog posts can be a valuable resource for your website visitors. You can use your blog to answer common questions, explain complex legal concepts in accessible language, and provide updates on relevant legal developments. 

This can help prospective clients understand their legal situation better, appreciate the value of your services, and feel more comfortable reaching out to you for help.

Encourage sharing and referrals

High-quality blog posts can be shared on social media, in email newsletters, and on other platforms, increasing your law firm’s visibility. If your readers find your content helpful, they’re more likely to share it with their own networks, helping you reach a wider audience.

Client acquisition and retention

The ultimate goal of your law firm’s blog is to acquire new clients and retain existing ones. 

By demonstrating your expertise, improving your online visibility, engaging your audience, and encouraging sharing, your blog can be a powerful tool for achieving these goals. Prospective clients who come across your blog may be more inclined to hire your firm, and existing clients may appreciate the added value your blog provides.

Create a “lead magnet” to collect email addresses

Creating a “lead magnet” is an effective strategy to not only collect email addresses but also to establish your law firm as a valuable resource. 

By offering high-quality content like an informative eBook, guide, or template, you can provide immediate value to potential clients in exchange for their contact information. This sets the stage for a relationship built on trust and mutual benefit.

A well-crafted lead magnet should address a specific issue or question your potential clients might have. 

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For example, if you specialize in personal injury law, you could create a step-by-step guide on what to do immediately after a motor accident. If your focus is family law, an ebook explaining the divorce process could be incredibly helpful to your audience.

Once you’ve created your lead magnet, it’s important to promote it effectively. Consider featuring it prominently on your website, in your social media posts, and in any paid advertising campaigns. 

You can use landing pages specifically designed to highlight the benefits of your lead magnet and encourage sign-ups.

Collecting email addresses through a lead magnet not only sets the groundwork for future email marketing messages but also gives potential clients a positive first experience with your firm. 

It’s a win-win scenario where users get valuable information and you gain a direct line of communication with individuals who are interested in your services.

Create a YouTube video or YouTube video series

Competition is lower for YouTube videos than for blog posts. You have more success with a video posted to YouTube. And of course, you can also embed this video on your website. 

Guest star on a podcast or local talk show in your area

There are some rules about lawyers giving advice outside of their jurisdiction, but this is still something to consider. Once you know what you can and can’t do, search around for popular podcasts and local talk shows that meet your needs. 

Host a free webinar

Webinars can be an invaluable tool for attorneys aiming to demonstrate their expertise, engage with potential clients, and generate valuable backlinks to their websites. 

As a platform for direct interaction, webinars provide an excellent opportunity to give audience members a taste of your professional approach and your firm’s values.

When planning your webinar, choose a topic that aligns with your area of legal expertise and addresses a common question or concern your potential clients might have. 

For instance, if you specialize in estate planning, you might host a webinar on “Understanding the Basics of Creating a Will” or “Top 5 Mistakes to Avoid in Estate Planning”. By providing practical, actionable information, you can establish your firm as a trusted resource.

During the webinar, make sure to engage your audience with interactive elements such as Q&A sessions, polls, or live chat. This direct engagement not only makes the webinar more valuable for attendees but also gives you insights into their concerns and needs, which can inform your future content and services.

After the webinar, consider offering a recorded version in exchange for an email address. This can further extend the reach of your webinar and contribute to your email marketing efforts.

Promote your webinar heavily on your website, in your email newsletters, and across your social media channels. You can also consider partnering with local businesses or industry influencers to increase your reach.

Finally, track the results of your webinar – how many attendees you had, how many new email subscribers you gained, and any feedback you received. This data will help you assess the effectiveness of the webinar and decide whether it’s worth repeating or adjusting for future efforts.

Create a list of target keywords

Don’t dive into SEO until you have a concise list of primary and secondary keywords to target. Without these, you don’t have an SEO strategy. You’re simply hoping for the best. 

Creating a list of target keywords is the foundation of any successful SEO strategy. These keywords represent the search terms that your potential clients are using when they’re looking for legal services like yours online.

Primary keywords are typically broader and more competitive, representing the main areas of your practice. If you’re a personal injury lawyer, primary keywords might include “personal injury lawyer,” “accident attorney,” or “injury claims.”

Secondary keywords, on the other hand, are typically more specific and less competitive. They could represent niche areas of your practice or specific types of cases that you handle. Examples include “bicycle accident lawyer,” “workplace injury claims,” or “dog bite lawyer.”

To identify the most effective keywords for your law firm, it’s important to conduct thorough keyword research. This process involves understanding the terms your potential clients are using, assessing the competition for these terms, and considering the relevance and search volume of each keyword.

Once you’ve created your list of target keywords, these should inform the content you create, from blog posts and page titles to meta descriptions and internal links. Remember, SEO isn’t about stuffing your content with keywords; it’s about creating valuable, relevant content that answers the questions your potential clients are asking.

Start a blog

A blog allows you to share content with your audience as often as you’d like. It also gives you full control of the topics you cover. And don’t forget about the potential for each blog post to rank in the search engines. From an SEO and content marketing perspective, regularly publishing blog articles is a must to stay relevant in Google’s search engines. 

Let Kaleidico reach your target audience right where they are so that you can provide the expert legal services they need.

Pay-per-click (PPC) advertising is a valuable tool in any law firm’s digital marketing arsenal. It’s an efficient strategy that drives immediate traffic to your website, helping you reach potential clients actively searching for legal services.

PPC operates under a simple principle: you only pay when someone clicks on your ad, hence the name “pay-per-click”. This ensures that your marketing budget is used efficiently, only being spent when a user takes the action of visiting your site.

Primary benefit of PPC advertising is speed 

Unlike SEO, which requires time to build up organic rankings, PPC ads can start driving traffic as soon as they’re launched. This makes them particularly useful for new websites or for law firms targeting competitive keywords.

PPC ads allow for precise targeting 

You can specify the demographics, geographic location, and even the time of day your ads are shown. This ensures your ads reach the most relevant audience possible, and in this case, that’s individuals who are likely to be interested in your legal services.

PPC platforms offer robust tracking capabilities. You can monitor the clicks, impressions, and conversions generated by your ads. This data is invaluable for optimizing your campaign over time, as it allows you to see which keywords and ads are performing best.

But remember this: a successful PPC advertising strategy requires careful management. It involves ongoing keyword research, continuous testing and optimization of ad copy and landing pages, and close monitoring of campaign performance. While PPC can generate quick results, it’s not a “set it and forget it” strategy. 

Investing in a legal PPC ad campaign is an effective way to attract targeted traffic to your law firm’s website. When executed properly, it can generate leads quickly and provide a strong return on investment.

Create a Google Ads campaign

Google Ads campaigns are active — they target people actively searching for legal search terms. And of course, Google is the largest search engine in the world (by far). 

Create a Facebook Ads campaign

Facebook Ads are passive — ads aren’t triggered based on search results, so your results may vary. Even so, it makes sense to run Facebook Ads alongside Google Ads to see what generates the best results. 

Create a Microsoft Ads (formerly Bing) Campaign

Most people forget about Bing, but millions of people use it. Compared to Google’s keyword prices, Microsoft Ads’ prices are way cheaper. 

It might be worth considering a Microsoft Ads campaign to reach non-Google users. It’s a good option to drive traffic for fewer marketing dollars.  

Email marketing plays a crucial role in maintaining a strong connection with your potential clients. It’s a direct line of communication that allows your law firm to regularly update and engage with your audience. 

Even more importantly, it’s a cost-effective strategy with the potential for a high return on investment, as you’re able to reach a large number of people at a relatively low cost.

Types of content for email marketing

When considering the types of content to share in your emails, remember that variety is key. News updates about your firm and the legal industry, informative blog posts, service updates, and event announcements are all valuable content. Providing a mix of content can help keep your audience interested and engaged. 

Personalization and segmentation

Personalization and segmentation are powerful tools in email marketing. Instead of sending the same email to your entire list, consider segmenting your audience based on their interests, location, or interaction with your firm. This allows you to tailor the content to each group, making the emails more relevant and engaging. 

Personalization can also be as simple as using the recipient’s name in the email, which can significantly improve open rates.

Automation and drip campaigns

Email marketing automation, particularly in the form of drip campaigns, can be a major asset. These are pre-written emails that are sent out automatically based on certain triggers or timelines. 

For example, a new subscriber might receive a welcome email, followed by a series of emails over the next few weeks introducing them to your services. Automation saves time and ensures consistent communication with your audience.

Measuring success

Finally, measuring the success of your email marketing efforts is crucial. Most email marketing platforms provide analytics that allows you to track open rates, click-through rates, and conversions. 

Regularly reviewing this data will help you understand what’s working and what’s not, allowing you to continuously improve your strategy.

Create a drip campaign

Drip campaigns are automatic email campaigns designed to send out a specific number of emails over a predetermined period of time. It’s a way to automate the entire process so you aren’t manually emailing hundreds of people. Use MailChimp or another email marketing tool to manage the process. 

Write a weekly or monthly newsletter

Consider doing a weekly Friday email news blast, or a monthly newsletter. Write about timely issues to get people interested or send out your best blog posts. 

Track the results for both weekly and monthly newsletters to see which performs best. 

Keep these tips in mind when crafting your newsletters.

Use catchy subject lines

The subject line of your email is the first thing your audience sees, and for that reason, it can significantly impact your open rates. Make sure your subject lines are enticing and give a clear idea of what the email contains. 

You could use a question, a surprising fact, or a compelling statement to pique interest. Personalizing the subject line with the recipient’s name can also increase open rates.

Add value

Ensure that every email you send adds value for your audience. This could be in the form of useful information, practical tips, or exclusive content. 

Providing consistent value not only keeps your audience engaged but also builds trust and positions your law firm as an expert in its field.

Include a call to action

Every email should include a clear call to action (CTA). What do you want your readers to do after reading your email? Whether it’s visiting a blog post, booking a consultation, or downloading a free guide, make sure to clearly communicate this in your email. A well-crafted CTA can significantly improve your click-through rates and conversions.

Track KPIs associated with your newsletter campaigns, focusing on the following:

  • Open Rate: This is the percentage of recipients who open your email. Click-Through Rate (CTR): This is the percentage of recipients who click on a link within your email. 
  • Conversion Rate: This is the percentage of recipients who complete a desired action after clicking on a link in your email, such as filling out a contact form or booking a consultation.
  • Bounce Rate: This is the percentage of emails that could not be delivered to the recipient’s inbox
  • Unsubscribe Rate: This is the percentage of recipients who unsubscribe from your email list after receiving an email. 

With this data, you can see what’s working, what’s not, and how to make changes moving forward. 

Include a video in your emails

Emails with videos get more clicks and engagement. It’s as simple as that. Give it a try to see if this holds true for your law firm. 

Improve Local SEO for better visibility in Google searches

Local SEO is just SEO that’s more specific to your local, geographic area. It aims to increase visibility in local, online searches. 

For instance, if you’re a personal injury attorney in Chicago, you’ll want to rank for keywords such as “Chicago personal injury attorney” and “car accident lawyer in Chicago.”

You can take this one step further by focusing on specific communities within Chicago such as Wrigleyville, Portage Park, Little Village, and Hyde Park.

By focusing on specific local keywords and phrases, you are optimizing your chances of being found by people who are not only in need of your legal services but who are also in a position to become clients due to proximity.

Utilize local directories and citations

It’s crucial to get your law firm listed in local directories such as Google My Business, Yelp, and others. This not only increases your online visibility but also helps to strengthen your local SEO. Ensure your listings are accurate and consistent across all platforms, with correct contact information and business hours. Also, consider seeking out legal-specific directories for even more targeted exposure.

Gather and highlight reviews

Encourage your satisfied clients to leave positive reviews on Google and other platforms. Not only do reviews provide social proof to potential clients, but they also factor into Google’s local search algorithm. Highlight these reviews on your website to increase credibility and trust with potential clients.

Optimize for mobile 

More and more people are using their mobile devices for search, especially when it comes to finding local businesses. Ensure your website is mobile-friendly and offers a seamless user experience. This can significantly impact your local search rankings as Google favors mobile-friendly sites.

Integrate local keywords in your content

Your content strategy should be tightly interwoven with your local SEO strategy. When you create blog posts or update your website content, make sure to include relevant local keywords. This could mean writing blog posts on local events or legal issues or making sure your page titles, meta descriptions, and H1 tags include relevant local search terms.

By taking these steps, you can significantly enhance your local SEO, ensuring your law firm is visible and attractive to potential clients in your specific geographic area.

Register your Google Business profile for your law firm

Improve visibility in Google searches by creating a Google My Business profile. It will give you a “knowledge graph” that shows your office’s location, phone number, links to social media, and more. 

You can add questions and answers to the knowledge graph too. Optimizing your Google business profile will also improve your local SEO. 

Ask for Google reviews

Businesses with positive Google reviews show up first in search results. Create a list of former (and happy) clients and ask them to give you a review. 

There are ethical regulations in lawyer marketing that you must follow, including how you go about requesting reviews. 

Attract more qualified case leads to your law firm with our results-driven marketing services.

Create social media pages for your law firm

Social media marketing is free and has the potential to reach millions of people. 

It’s also a good way to reach your local audience. Users may be more willing to trust law firms with a strong social media presence. You don’t need a social profile on every platform. Start with the two or three that you feel comfortable with from the list below. 

As you get started, here are some tips that apply across all platforms. 

Establish your brand voice

One of the first steps in successful social media marketing is to establish a consistent brand voice. This is the tone and style that you use in your posts and interactions. It should be professional, but also relatable and accessible to your audience. The goal is to communicate your firm’s values and personality in a way that resonates with potential clients.

Engage with your audience

Social media isn’t just about broadcasting your message, it’s about fostering a two-way conversation. When followers comment on your posts, take the time to respond. This can foster a sense of community and show that you value their input. 

You can also use social media to engage with other local businesses and influencers, which can help increase your visibility and reach.

Share valuable content

Your social media pages should provide value to your followers, not just promote your services. This could include sharing relevant news stories, legal tips, or insights into your firm’s work and successes. 

By providing valuable content, you position yourself as a thought leader in your field, which can build trust and credibility with your audience.

Utilize the unique features of each platform

Each social media platform has its own unique features and audience. For example, LinkedIn is ideal for professional networking and B2B marketing, while Instagram is great for visual content. 

Tailor your strategy to fit the specific platform you’re using. This could mean sharing infographics on Instagram, posting in-depth articles on LinkedIn, or hosting live Q&A sessions on Facebook.

Measure your success

It’s crucial to track your social media efforts to see what’s working and what isn’t. Use the analytics tools provided by each platform to track engagement and reach. This can help you refine your strategy over time to better connect with your audience.

LinkedIn profile

LinkedIn is the number one professional networking platform. You can generate leads on LinkedIn, while also connecting with other professionals who can refer clients to you.

Facebook page

Network with your target audience both through organic content, as well as paid ads. This is also a great place to post your content and blogs. 

Twitter page

Twitter is perfect for quick updates and links to your blog posts. It’s also a good platform for sharing links to industry news articles. 

YouTube page

Start a YouTube channel where you share videos related to your law firm and legal niche. Optimize the text description with a link back to your website for maximum SEO value. Most law firms aren’t taking advantage of video marketing. 

Tip: stay current with social media trends to ensure that you’re taking the right approach.

Do you need help with your law firm marketing strategy?

You don’t have a lot of spare time on your plate as a lawyer. 

In fact, you may find it difficult to locate a few minutes in your day for marketing-related activities. Rather than put this on the back burner, go all-in by hiring a full-scale digital marketing agency. 

Kaleidico has nearly two decades of experience building a full range of online marketing services for service professionals. Marketing is what we do. 

Let Kaleidico reach your target audience right where they are so that you can provide the expert legal services they need.

About Chris Bibey
Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.

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