how to market a law firmIn today’s digital age, the marketing strategy for your law firm must include the use of various digital platforms in addition to traditional marketing techniques. To help your law firm stay competitive, keep the following tips in mind so you can understand how to market a law firm in the current digital age.

See Things from the Client’s Point of View

Before launching your advertising campaign, take the time to view it from the potential client’s perspective. Think of this as an immersive experience that will give you additional insights into your clients. We recommend creating buyer personas for your law firm to go through a structured process of identifying your clients’ challenges and needs in order to provide the right solutions for them.

Create Designated Landing Pages

Since you will likely have multiple ad campaigns at the same time, create unique landing pages for each. This way, the call to action will bring viewers to content that is relevant to them. For a law firm, this could be a different landing page for each category of legal service you offer or perhaps landing pages for offers like eBooks or free consultations.

A Clear Call to Action

To take advantage of the digital world, ensure your marketing content includes a clear call to action. This will tell visitors or viewers the next step, whether that is signing up for your email list, calling your law firm, or sending you a message. Avoid ambiguity in the language and utilize words that are relevant to your brand and services.

Keep it Short and Compelling

Most digital advertisements are relatively small and will only be viewed for a few seconds. Because of this, you want the content to be clear and succinct while still remaining compelling. You just have seconds to a viewer’s attention, so do with something that sets you apart, like a free consultation or a discount.

Offer Value

Remember that your law firm does not need to provide compelling content in the form of discounts. You can also do so by offering other things of value, like information related to the most common issues clients face. For example webinars, free tools, and videos can help provide educational content to your prospects and clients.  As a bonus, this will build your reputation as an authority figure, which helps with SEO.

Opt for High-Quality Imagery

When striving to create a positive impression in just a few seconds, using high-quality imagery can make a significant difference. Use captivating imagery that relates to the content your sharing or your brand. While you want your visuals to be aesthetically pleasing and cohesive, you also want them to be relevant and varied.

Engage Users

To truly take advantage of the digital age for marketing, use your online presence to engage clients. Interact with potential clients on social media and your blog. Encouraging communication will lead to a business development boost. By liking, sharing, and chatting with prospects, you’ll get a better feel for your target audience will increasing the brand recognition of your law firm.

Personalize Any Automation

While automation is becoming a bigger part of marketing in the digital age, it cannot be a one-size-fits-all approach. Instead, your law firm should be using automation to help you personalize your marketing and business development efforts. Segment your clients based on data and personalize the content based on what each cohort of clients is looking for in order to see real results such as higher click and conversion rates.

Know that Money Is Not the Bottom Line

Thanks to the digital age, having the largest marketing budget is not enough to bring you ahead of other law firms. Digital advertising has helped level the playing field, letting you stand out if your ideas are creative. Go with quality instead of quantity to see results. In last year’s Social Law Firm Index research, it became clear that size doesn’t really matter, meaning many smaller law firms were using social media and thought leadership content just as effectively as the top 5 firms.

Test and Monitor the Advertising

For decades, some of the rules of advertising have been to test your campaigns before launching so you can make final adjustments and to continually monitor the success so you know when changes are necessary. These guidelines still apply in the digital age and technology has actually made it easier to follow this advice. There’s less risk in trying something new when it comes to advertising. Because you can see its impact in real time, you can make small changes immediately. Don’t let stagnant marketing keep you behind in changing times.


Knowing how to market a law firm effectively in the digital age is essential for having a successful practice. The best part about digital marketing when compared to traditional law firm marketing is that you’re able to measure performance and implement changes instantaneously, giving you more power to try and test new tactics. If your law firm needs help improving its digital marketing strategy, contact us for a consultation, no strings attached.