law firm content marketing

12 Online Marketing Tools for Small Law Firms

by Guy Alvarez • February 14th, 2022 • Marketing Technology | Blog

The digital marketing landscape covers everything from SEO to social media to PPC – and so much more. With so many channelsmarketing tools for small law firms to navigate, even the most seasoned marketing team needs a little help from time to time. Fortunately, many online tools are available to help you create and execute more effective marketing. In fact, according to the latest data, digital marketers can now access more than 7,000 technology tools to give their campaigns a boost.  To save you some time, we compiled a list of 12 marketing tools for small law firms:

  1. HubSpot– If you follow our blog, you know we are big fans of this platform. HubSpot offers a full suite of solutions, including marketing, sales, and customer service tools. Many of these options start out free. Explore everything from lead forms to email sequences and basic analytics. HubSpot also integrates well with other technologies.
  2. SendX – This tool helps marketers grow their email base. Features include pop-up forms, inline forms, and landing page templates that integrate with any website, along with an email editor – WYSIWYG – that allows you to skip HTML. $7.49 per month for up to 1,000 subscribers. 
  3. Proof – Social proof is essential for law firms. This tool allows firms to display their social proof on their website. It’s easy to copy and paste the pixel onto your site, where it will integrate with your CRM and show targeted clients reviews, video testimonials, and other social proof. Pricing is based on website traffic and starts at $24 per month. 
  4. Survey Anyplace – Surveys are a great way to obtain client insights. This platform streamlines the creation process by allowing you to build your own surveys and tailor them to your brand’s unique needs. Fees begin free and are tiered up to $42 per month. 
  5. Google Analytics – Any list of digital tools would be incomplete without this robust platform. This free service offered by Google is easy to use but powerful and highly customizable. All it takes to begin is the Google Tag Manager. Even a basic understanding of these analytics can provide valuable insights to improve digital efforts. 
  6. MailChimp – This tool is popular for many firms just starting out and looking to expand email capabilities. Features like website traffic tracking, email templates, and drip campaign designs can help you automate emails and make campaigns more effective. It’s free for small companies, and pricing goes up to $199.
  7. Canva – This service makes web design easier for people who do not have access to a graphic designer. Canva offers visually appealing drag-and-drop features that are also optimized for mobile. Firms use it to create things like logos, charts, graphs, or presentations. It costs $12.95 per month for teams, but there are also free versions.
  8. Screaming Frog – Designed to aid SEO efforts, this website crawler can help to identify issues in URLs and web pages, including broken links, duplicate content, metadata problems, and more. This tool is very helpful for analyzing the technical components of your website. Screaming Frog offers both a free plan and an advanced option for $195.
  9. Crazy Egg – This data collection platform allows marketers to gain insights through testing. Crazy Egg offers a range of tools, including click reports, heat maps, user session recordings, and A/B testing tools. Knowing how people interact with your site can help you to optimize your tactics. Pricing is tiered from $24 to $249 per month. 
  10. HotJar – Another user experience analysis tool, HotJar’s features help web professionals understand users’ behavior. Options like heatmaps, session replays, and on-site polls enable you to see what people are doing on your site so that you can make improvements. It’s simple to set up and very affordable (starting with the free option). 
  11. Optimizely – This tool is considered the gold standard in online experimentation. If you spend any time on CRO, this platform might be worth the investment. You can continuously run A/B and other tests to improve conversion rates. The tool has recently expanded capabilities to offer deeper personalization. But since it’s available by custom pricing only, Optimizely only makes sense if CRO is essential to your web strategy. 
  12. Sniply – This platform generates unique links to your content, which allows for better tracking and analysis. The links include a CTA and lead directly to your chosen pages. Users can also track visitors, bounce rate, conversions, or any other relevant data you might need. 


These are some of the top-performing tools that small law firms can use to accomplish a variety of goals. By thoughtfully leveraging even a few, you can create a fully integrated and impactful marketing strategy. Ultimately,  the tools that will work best for your firm will depend on its specific needs, budget, and processes.

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