Marketing strategy

9 Steps to a Successful Law Firm Website Marketing Strategy | Good2bSocial media

[Author: Noreen Fishman]

Many people confuse digital marketing with web marketing. Digital marketing is the science of promoting services using digital channels such as search engines, social media, websites, apps, etc. Law firm web marketing falls under digital marketing: it is the strategic promotion of your firm’s website to increase its attracting relevant traffic. To do this effectively, you need to understand what researchers – and your customers – really want and need. Here are the steps to creating an impactful web marketing strategy for a law firm.

Web marketing law firm

1. Know your business

What sets you apart from other businesses in the region? Why would someone work with your lawyers instead of others? Remember that when people search for topics online, they are looking for something specific. What is this information? Now is the time to do research to understand what people are looking for and what they hope to find. Without this information, all your efforts are based on wishful thinking.

2. Analyze your website

When a user visits your website, they want to feel like they’re in the right place. Will they determine from what they see, feel, and read that your website is worth their time? And just as important, will they want to stay and explore? Can they find it easily? Do they feel the website is credible and trustworthy? Obviously, you want the answer to all of these questions to be yes. Spend time looking at your website as objectively as possible. You can also seek advice from others in your organization or use third-party tools. It is often worth working with an experienced partner to ensure that the combination of words, images and messages is correct. A reputable agency will ask the right questions and provide expertise in color psychology, site design, SEO, content gaps, and more. so you can improve your law firm’s web marketing strategy.

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3. Take advantage of the power of search engines

Traffic is essential to your website efforts, but targeted traffic is your real goal. The people most likely to do business with you are your most valuable visitors. Google and other search engines play a powerful role in generating traffic. The things you need to focus on to build a solid search engine strategy are:

  • The right keywords – Well-researched words or phrases should be placed strategically in your content.
  • High quality content – Remember that content is what your visitors are there to see. It is also the channel used to highlight keywords and drive traffic to a specific topic.
  • SEO – Technical and non-technical components that make your website attractive to users and more “findable” online.
  • Important links – Links have the power to bring targeted traffic (or damage your credibility). Too many bad links can get you banned from Google, and an internal and back-linking strategy needs to be in place.

4. Create valuable content

If you follow our blog, this is something you have read a lot. High quality content is easy to understand and offers helpful solutions and information. You need a plan and process for developing targeted content that will enhance your law firm’s website marketing strategy. Lots of valuable content not only builds trust, but also provides a place to implement your keyword strategy. You also need a plan for sharing your content. Even the best content won’t be found without promotion.

For a deeper dive into creating a robust content marketing plan filled with high-quality content, check out this free eBook: The Law Firm’s Guide to Content Marketing eBook.

5. Be strategic about social media

The truth is, you don’t have to be active on all social media channels to benefit from social media marketing. Which platforms you should focus on the most depends on where your customers and prospects spend time. This is one area where data can drive your business. See which channels drive the most traffic to your website. If the numbers seem low, with social media not driving much traffic to your website, then you need to come up with a better social media plan. Look at the frequency and quality of your social media posts. Consistent social media efforts that help build trust in your firm will help future clients feel like they already know and trust you and, over time, will improve the site’s overall marketing strategy Web of your law firm.

6. Include email marketing

You may sometimes hear that email marketing is a relic, but that’s far from the truth. In fact, email often has one of the highest ROI rates – an average of $36 per dollar spent. Additionally, email is an important tool for building relationships and communicating effectively. To make email work for you, you need to grow your own list of email subscribers. Create email campaigns that offer things people want (for example, a guide to a common legal issue). You also need to develop email content that actually answers your audience’s questions. A good place to start is to ask your staff what questions they get most often, then email content that answers those questions in a direct and concise way (while also leading to content more in-depth on the subject). Emailing valuable content that leads to your website is another way to optimize your law firm’s web marketing strategy.

7. Supplement traffic with paid advertising

SEO and other digital channels often require a slow and steady approach. It can take months to see results, but there are tactics you can use in the meantime to drive new traffic. PPC is an effective way to reach large audiences outside of SEO efforts. Additionally, paid ads can help you learn which keywords are performing well for your space and provide valuable insights that you can apply in other parts of digital marketing. This is another area where it’s often a good idea to work with an expert when you’re just starting out. With an expert monitoring campaigns, you are more likely to see higher and faster ROI.

8. Conduct an audit

The performance of your website is tied to many different variables beyond the quality of your marketing. There may be back-end issues that prevent your site from providing a quality user experience. Start by performing an audit of your website. This will give you information on what you need to improve, like SEO issues or backend issues.

9. Google My Business

If your law firm hasn’t yet claimed its Google My Business listing, you should make it a priority. It won’t take long to set up and it can be an extremely valuable digital asset.

  1. Claim and verify your ad
  2. Answer everything google asks
  3. Encourage and respond to reviews
  4. Be ready to answer questions
  5. Check often and make sure things are accurate


Knowing your firm and your clients is the true foundation of an effective law firm website marketing strategy. From there, you can explore these steps: revamping the site, optimizing for search, and investing in paid advertising. Each of these steps are important for creating an engaging website that drives targeted traffic.