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How to best market lawyers on the internet - Law firm marketing

This how to market law firms on the internet article have you covered if you want to know the best methods to market law firms online.

Whether you are a big or small law firm that wants to acquire more clients, you will need good internet law firm marketing techniques like website design, speed optimization, internet content marketing, conversion rate optimization, search engine optimization for attorneys, etc.

We recommend that you hire one of the best attorney law firms internet marketing agencies like OnlineBusinessConsulting to help you apply the online marketing techniques you will learn on this web page.

Get ready to learn the best ways to market law firms on the internet like:

  • fast website speed
  • SEO
  • PPC
  • blogging
  • video marketing
  • social media

Let's rock n roll!

So what is law firm marketing?

We can't talk about how to market law firms on the internet without defining attorney law firm marketing in general.

Law firm marketing is a set of processes or strategies implemented by lawyer marketing companies or consultants as a part of the advertising and sales of a law firm's products or services.

This helps you find the type of potential clients that are suitable for your service and/or product.

This marketing can be done offline or online which is the focus of this article.

Marketing is needed by all businesses including law firms and there are many marketing agencies like OnlineBusinessConsulting that provide attorney marketing services.

With so many lawyers graduating yearly the field is very competitive. And to stay ahead a law firm needs to do marketing to increase their new client and referral base.

Besides competition, the demand for legal services is expected to keep growing. By marketing your law firm you will get and keep getting law practice a piece of the pie 😉.

Offline Vs Internet Marketing

Before hiring any company providing marketing services for your law firm it is necessary to understand their approach to marketing your firm.

Two major ways of marketing law firms are offline/traditional marketing and online/digital marketing.

Both can be done together if one has the budget.


Traditional/offline attorney marketing is an advertising approach that uses different media sources.

These media can be any source except the Internet.

Newspapers, radio and television broadcasts, banners, pamphlets, and more.


Digital or online marketing is the most trending marketing strategy now. It uses the internet to advertise, promote, and obtain law firms' target audience's attention.

Various ways of internet marketing include email campaigning, blogging, social media marketing, SEO, pay-per-click, and many more.

What makes internet marketing for big & small law firms great?

Internet marketing is essential for big or small law firm marketing. It is an advertising trend, that works. And you need it and the right marketing company to make it work for your practice.

The lawyer marketing agencies providing attorney internet marketing services can benefit your law firm in the following ways:

  • Easily manage the reputation of your law firm

Users may come across your website when searching for any services they require.

The first thing any user checks are the reviews and testimonials of your law firm.

Good reviews and referrals increase the trust of your potential clients.

  • Taking advantage of local search

Nowadays people use Google to search for nearby services they require.

Having a law practice listed and optimized on Google My Business makes it easier for regional and local consumers to find and contact you.

  • Measurability

You can actually measure the direct and indirect impact of your online marketing strategy using some of the best data analytical marketing tools like Google Analytics and Kissmetrics.

These tools show you the number of clicks on your ads and the visibility of your ad. You can also measure the effectiveness of a particular marketing strategy you have applied.

  • Exposure in the long run

Online marketing is not a once-done and finished approach rather it is a continuous strategy applied to reach a target audience if SEO is implemented properly.

  • Targeting the exact audience

Online marketing can precisely target a specific audience. Social media platforms like Instagram, Twitter, Facebook, and Google can display ads directly to the target audience and can measure how many people reached the ad.

Ads can also be specifically set to run for a particular type of audience, in a particular region and time frame. You can use keyword intent to write blogs that will attract the target audience.

  • Multiple ways and places to market your law firm.

There are several ways of displaying your law firm services ads online that can be seen by many people across the globe. Some of the ways of displaying your ad online are google ads, banners on third-party websites, Gmail custom ads, etc.

How to market a law firm on the internet: The best ways explained

Let's get to the best methods that are used to market law firms on the internet.

1. Attorney SEO

The holy grail of internet marketing for law practice is SEO.

It is a powerful method that can generate a lot of leads and traffic when done correctly.

Unlike PPC it is free traffic. It may take a while to see results but it can be fast when the right company is hired.

It is always good to have a basic understanding of SEO so you be informed. Being informed will help you hire the right agency too if you need one.

First, start with understanding the meaning of SEO.

Second, learn how Google discovers, crawls, and serves web pages.

2. Pay per click (PPC)

Lawyer Bing or Google Adwords are designed to attract customers fast.

These ads are placed high in SERP and appear to users when they search for legal services.

When these ads are clicked, you will pay for the click.

Your monthly budget can be set and accordingly managed for the maximum results if you hire an experienced consultant or company.

When optimized correctly and you have a decent budget for it, a law practice can generate a lot of quality lead fast with PPC.

The major benefit of PPC is instantaneous results, i.e. it boosts your site views immediately.

3. Attorney blogging with commercial keyword intent

Blogging with commercial keyword intent and solution-focused topics is another way to market to law firms online.

Blog posts, ebooks, and videos explaining legal topics and solutions firm provide quality content that search engines and people love.

Oftentimes, most legal blogs talk about the news that happened.

For example, a personal injury lawyer website blog post talking about an accident that happens on a freeway.

Those are not the type of content that drives targeted traffic to and converts on a commercial lawyer website.

Note to thyself -

People are not coming to a legal website to get the news. They come to get answers to their legal problems and find a lawyer to potentially hire.

As an expert attorney marketing agency, we spend a lot of time coming up with keywords that people are searching for that result in your phone ringing with targeted leads.

This is called search intent optimization.

For example, if you are a criminal law firm, we will blog on topic like "how much does a criminal lawyer cost."

That key phrase alone has over 320 search volume per month.

If you are a personal injury lawyer, we will write about topics such as "when to get an attorney for a car accident."

That key phrase alone is searched over 720 times a month.

Those topics with high search intent will get your law practice phone to ring with solid leads.

For further information on blogs, see the best way to start a blog and writing a blog tips.

4. Social media marketing

There is no other networking tool like social media. It helps lawyers connect with colleagues that introduce them to new leads.

Potential and current clients can also easily interact with the lawyer.

Lawyers can also use social media to showcase their expertise in the current legal affairs which will generate more leads.

5. Attorney web design

All the information on your website must be systematically arranged and easy to access.

People should not get confused as it may lead to a high bounce rate which is not good for conversion and SEO performance.

In short, a great web design should improve the user's experience.

The main things a potential client looks for on a law firm's website is the contact information, the attorney's expertise(practice areas), and blogs that answer questions.

Another thing to pay attention to when designing a website for law practice marketing is how design elements are presented.

When designing an attorney website, it important to present elements in ways that make it easier for Search engine bots to understand the information and contents.

This will lead to better crawling, indexation, and ranking of your law practice website..

Both onsite and offsite linking are two important ranking factors for search engines like Google and Bing.

They both affect how high a website is placed on SERP

High-quality links pointing to web pages( both offsite and internal links) lead to better search engine ranking.

Writing good quality content will help you get backlinks for your site.

On-site linking is to link keywords on your site to other pages (like FAQ) of your site itself.

It makes people stay on your site longer and thus going from potential customers to retaining clients.

Offsite link building is referring to your site by other sites.

This happens when your website has quality content and is worth referring to.

7. Law firm website speed optimization

Another method of marketing a law firm online is to create a website that is fast.

This is good for the user experience that will lead to better conversion and search ranking. We specialize in website speed optimization including WordPress sites.

For further reading about WordPress speed optimization, see how to improve your WordPress site speed.

8. Video marketing

Attorney videos when done correctly are a powerful method in online marketing.

Using it to create content that potential clients will love is powerful.

Doing it correctly means creating content that has high search intent. Videos that answer legal questions and educate consumers on their state laws basic.

It also means optimizing and marketing those videos so they will rank and drive traffic to your law practice website.

In order for any law firm's marketing campaign to work properly, the methods and strategies need to be solid.

Another way to generate new clients for attorneys from internet marketing is through legal directories.

There are great legal directories like FindLaw( Emmanuel-the founder of OnlineBusinessConsulting and author of this article a former lawyer marketing consultant for FindLaw), Avvo, Lexis Nexis, Justia, LawInfo etc.

These directories can generate great leads when a law firm profile(s) is optimized properly.

They are also great sources for building both no-follow and do-follow backlinks.

10. Niche practice area focused website

A powerful strategy for online marketing for law firms is creating niche focused SEO optimized websites.

For example, if a law firm practices criminal defense, you can create nich websites focused on attracting domestic violence cases.

This will laser target clients looking for a lawyer for lawyer domestic violence and topics. To see an example of a domestic violence lawyer target keyword only websites see, The San Diego Domestic Violence Pros,

The same goes with a personal injury law office.

A strategy that focuses on building a niche truck accidents site for example, will rank faster and attract high intent searchers looking to find a good motor vehicle accident law office.

This is one of the best ways to get high intent searchers that convert to leads and clients.

Questions to ask a lawyer digital marketing service provider

Before hiring a marketing company to provide internet marketing services, a law firm need to ask them the following questions:

  1. What's your agency and consultant's philosophy when it comes to Search Engine Marketing?
  2. What marketing services are you going to provide me?
  3. Which geographical regions will you cover for optimization?
  4. What type of keywords will you be targeting?
  5. What results should I expect from you?
  6. How would we track and measure results?
  7. Which content management system will you use and why?

Note: Our agency mostly use WordPress for SEO when doing law firm internet marketing.

Contact OnlineBusinessConsulting to discuss our services today!

If your goal is to grow or keep growing your practice then the chances are that you need digital marketing for lawyers.

And you will need the right strategies to make it work.

OnlineBusinessConsulting has many years of experience in providing both big and small digital marketing services that work.

You should schedule your consultation to speak to us about our custom services.


We hope that this article on how to market a law firm on the internet was helpful.

Many lawyer marketing agencies can provide many of the above internet marketing methods, however, only the best of the best knows how to apply them correctly.

Knowing how to apply them correctly means understanding advanced strategies within each method, doing them correctly for long-term results that avoid Google algorithm penalties, etc.

At OnlineBusinessConsulting, we have over 11+ years of experience working with law firms helping them get leads from the internet.

Emmanuel Okeke

A Los Angeles resident who loves to write awesome guides on SEO, WordPress speed/security, content strategies, business and personal finance, digital and growth hack tools, legal stuff, etc, that are helpful to businesses, solopreneurs, bloggers, and consumers.

What I write about is based on tests, extensive research, and 11+ years of experience as a former Senior digital & content marketing consultant with a division of Thomson Reuters and running a successful digital marketing agency...[Read full bio]