How to market your law firm without appearing pushy in the digital world? • Legal scoops


As a lawyer, you are selling a service, and like other service professionals, you do not have a physical product to sell. However, marketing your services without appearing arrogant requires a different approach in a digital world.

Here are some of the best tactics to follow:

Local search optimization

Your potential clients will most likely start their search for lawyers on Google. Local SEO helps your law firm rank higher while driving more organic traffic. Optimize your law firm’s website using keywords and terms your audience is looking for.

You must also create your local profiles on Google My Business and Bing Places. If you already have them, make sure the contact numbers, email address, and your law firm address are correct.

Make sure your Google Ads are geo-specific as well and look for high quality backlinks through content marketing and outreach.

Find your audience

You need to understand your audience to target them with the right information at the right time. Conduct surveys with former customers and your social media followers. Ask them:

  • What are they looking for when looking for a lawyer?
  • What legal problems are they currently facing?
  • If they have worked with a lawyer in the past, what has been their experience?
  • What is the most important goal for them when solving their legal problem?

Provide interesting legal content

Provide your potential customers with content that offers them valuable information. Legal content doesn’t have to be boring; use it to give your audience the important legal advice they are looking for. This content generates leads for you.

To deliver valuable content, you first need to develop a content strategy. This requires keyword research to help you identify terms people use to find law firms offering the services you provide. Also, look for long-tail keywords that relate to specific questions your audience might have about the legal process related to their issue. Your content strategy should also include a schedule for content across different platforms. Settle in when you post content, optimize blog content, social media marketing, and email marketing.

Expertise, authority and confidence improve your ranking

Google uses several factors to assess the authenticity of your website and emphasizes Expertise, Authority and Trust (EAT). As a law firm, there are several things you can do to showcase these attributes. For example, add positive customer reviews to your websites and social media, post case studies that back up claims, and always post accurate information.

Landing pages optimized for Google Ads

Create search engine optimized landing pages for the services offered by your law firm. You can either optimize landing pages for Google Ads or have separate landing pages that are specifically part of a pay-per-click campaign.

These pages can play a vital role in converting passive visitors into leads. The services of a skilled copywriter are invaluable as they can create compelling texts and engaging calls to action.

Target audiences with Google Ads campaigns

Organic search results may not have the desired results due to the huge competition in your legal field. Targeted Google ads, targeting specific keywords, can help your law firm rank very high in Google search, providing you with interesting links. Depending on your budget and goals, you can set how much you’re willing to spend on campaigns on a pay-per-click basis.

Drive clients through legal directories

Several reputable legal directories, free and paid, can help you attract more users to your website. These include Justia, FindLaw, Nolo, Avvo, etc. Additionally, you can sometimes increase your site’s authority with these as a source of backlinks.


These are just a few of the ways to market your law firm without appearing arrogant. One of the most effective aspects of the sales process is having an effective lead follow-up process that helps drive passive users to customers. Additionally, be sure to add new subscribers to your mailing list from all contact form submissions including social media inboxes, live chat messages, and more. Finally, always keep your marketing approach active!

Jacob maslow

Legal Scoops editor-in-chief Jacob Maslow founded several online newspapers, including the Daily Forex Report and the Conservative Free Press.

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