Our world has become increas­ing­ly inter­con­nect­ed, thanks to the inter­net. Con­sumers have respond­ed in kind, and the legal pro­fes­sion has not been left behind. In my expe­ri­ence man­ag­ing accounts for a vari­ety of legal clients, there are sev­er­al key aspects of a dig­i­tal mar­ket­ing cam­paign that should be empha­sized for suc­cess.

Organic Results

Organ­ic results mean that the peo­ple search­ing do not type in names of spe­cif­ic legal pro­fes­sion­als or firms. Instead, they use more gen­er­al terms, such as “advice about wills” or “divorce lawyer.” In oth­er words, these users will be will­ing to click and engage with the site that appears to pro­vide them with the best advice.

For a law firm to gain atten­tion from these search­es online, the firm needs to build a dig­i­tal pres­ence. It will need high-rank­ing spots on the search engine results page (SERP).

To gain these top posi­tions, you need to care­ful­ly cre­ate con­tent that your prospec­tive clients want to read. You need to under­stand what inter­ests them and cre­ate mate­r­i­al that will answer their ques­tions and con­cerns. You can then start to build trust with your clients.

To speak to those inter­ests and earn the trust of an audi­ence, first con­sid­er why some­one might vis­it an attorney’s web­site. They might want to learn more about a recent top­ic in the news and see an attorney’s per­spec­tive. Using this per­spec­tive to craft con­tent can cre­ate inter­est.

Per­haps the most impor­tant part of cre­at­ing engag­ing con­tent is address­ing the legal con­cerns of an audi­ence. Read­ers of law mar­ket­ing con­tent might be involved in or have a poten­tial inter­est in a legal mat­ter that they want to learn more about.

By nature, law mar­ket­ing con­tent tends to pro­vide per­spec­tive as opposed to spe­cif­ic answers. For exam­ple, a law mar­keter can’t tell a read­er how long it will take to resolve their case, sim­ply because every case is dif­fer­ent. How­ev­er, you can inform an audi­ence about a state’s statute of lim­i­ta­tions on a giv­en issue or tell them what they might gen­er­al­ly expect when tak­ing a legal action.

How do you know what top­ics might be of inter­est to a firm’s poten­tial audi­ence? Peo­ple are con­stant­ly seek­ing legal advice from attor­neys, whether for­mal­ly in an office or infor­mal­ly at a social gath­er­ing. In oth­er words, attor­neys are in a unique posi­tion to know exact­ly what inter­ests peo­ple regard­ing their pro­fes­sion. That exper­tise can be lever­aged to deter­mine what inter­ests an audi­ence. Mar­keters should talk to attor­neys to find out what ques­tions they’re fre­quent­ly asked and how that relates to their prac­tice.


You will also need to use pay-per-click (PPC) mar­ket­ing. With Google Ads, you can cre­ate paid ads that Google dis­plays through­out its net­work as well as on the SERP itself. Oth­er impor­tant PPC oppor­tu­ni­ties exist through var­i­ous social media plat­forms, such as Face­book and LinkedIn.

Like organ­ic mar­ket­ing, to be suc­cess­ful with PPC, you need to know what peo­ple in your tar­get group search for and what they want to see in return. You can use PPC to help your firm get the atten­tion it needs while you wait for your organ­ic efforts to per­form. There will also like­ly be key­words that have immense pop­u­lar­i­ty in your field. This can make it very com­pet­i­tive to try to earn the top posi­tions on the SERP. PPC can help you attract atten­tion with these com­pet­i­tive key­words to ensure that your firm still has a voice.

To deter­mine which key­words are most effec­tive, you’ll rely on your own test­ing and expe­ri­ence. One of the many ways to do this is to estab­lish a prac­tice of ana­lyz­ing the effec­tive­ness and pop­u­lar­i­ty of the terms and word­ing you use in a cam­paign. Refine your approach based on your click-through rates and con­ver­sions.

In a PPC cam­paign, remem­ber that your space is lim­it­ed, and the effi­cien­cy of your mes­sage is key. Trim away unnec­es­sary word­ing, and make sure you pro­vide the essen­tials. Include the city you prac­tice in and the ser­vice you pro­vide.

Social Media

Final­ly, social media will be an impor­tant part of your dig­i­tal strat­e­gy. These social plat­forms pro­vide a space for devel­op­ing per­son­al rela­tion­ships with clients. Reg­u­lar­ly post­ing con­tent that will inter­est them, engag­ing with fol­low­ers in con­ver­sa­tion, and answer­ing ques­tions prompt­ly and pro­fes­sion­al­ly can help you build more trust.

Just as your con­tent and PPC cam­paigns will be refined by ana­lyt­ics, so too will your social media strat­e­gy. Share your website’s con­tent online and fig­ure out what types of posts are most effec­tive. What posts tend to be pop­u­lar with your audi­ence? Which mes­sages did your audi­ence respond to? Social media plat­forms offer busi­ness­es ana­lyt­ics that will help you shape a strat­e­gy to opti­mize the time you spend on a plat­form.

Social media also offers a great oppor­tu­ni­ty to present the per­son­al­i­ty of your law firm. If there is an office par­ty, take pic­tures and share them with your audi­ence. If you work with a local char­i­ty or sup­port a local cause, use your plat­form to ampli­fy those orga­ni­za­tions.

Dig­i­tal mar­ket­ing now impacts near­ly every busi­ness field, includ­ing law firms. With clients turn­ing to the inter­net to find their answers, firms must will­ing­ly turn to dig­i­tal mar­ket­ing. When the facets of a dig­i­tal mar­ket­ing cam­paign work togeth­er, it can build an online pres­ence that will dri­ve traf­fic to your site and help you uncov­er new leads and clients.