The Attorney’s Beginner Guide to Marketing your Law Firm

Are you tired of seeing your competitors snagging all the top spots in search engine results? Wondering how to get your law firm on the first page? Allow us to introduce you to the world of SEO, PPC, social media, and content marketing.

Picture this: You’re a top-notch lawyer with a wealth of legal expertise, but for some reason, your law firm is struggling to attract new clients. Frustrating, right? The culprit could very well be your digital marketing strategy, or lack thereof.

But with countless marketing strategies available, it can be overwhelming to know where to begin. That’s why we’ve put together this guide, which will walk you through the basics of SEO, content marketing, PPC advertising, and social media marketing and show you how each of these techniques can benefit your law firm.

Search Engine Optimization

You know what they say: “If a tree falls in the forest and no one’s around to hear it, does it make a sound?” Well, if your law firm has an amazing website but it’s buried on page 10 of Google search results, does it even exist? (Considering 75% of people never scroll past the first page of search engine results, the answer is no).

That’s where  Law Firm SEO services (search engine optimization) comes in. Simply put, SEO is the process of optimizing your website to increase organic (non-paid) traffic from search engine results pages.

SEO improves a website’s visibility and ranking on search engines like Google. It implements techniques including optimizing website content, such as using relevant keywords, meta descriptions, and header tags, as well as improving website architecture and navigation to improve the website’s discoverability by search engines.

Insider Tip: Link building is an important part of SEO, as search engines evaluate the number and quality of links that lead to a website as an indicator of its authority and relevance. 

Content Marketing

Content marketing – the buzzword of modern-day marketing – is all about creating and sharing valuable content to attract and engage a specific target audience. It’s a strategy that puts the focus on creating content that is informative, relevant, and interesting, rather than interruptive, salesy, or pushy. 

And it’s cost-effective, too: Content marketing generates about three times as many leads and costs 62% less than traditional marketing.

Content marketing allows a law firm to showcase its expertise and provide value to potential clients without directly promoting its services. By creating content that helps people solve problems, learn about the law, or stay informed about industry trends, a law firm can establish itself as a trusted authority and build stronger relationships with its audience.

Pay-Per-Click Marketing

Have you ever noticed that the moment you search for a specific product or service, ads for it start popping up everywhere? That’s the power of pay-per-click (PPC) advertising, a type of online advertising where businesses pay each time someone clicks on one of their ads.

PPC advertising is effective because it allows firms to target their ideal audience with precision. Rather than paying for advertising space that may or may not be seen by the right people, PPC ads are displayed to users actively searching for relevant products or services. This means that firms can target their ads to users who are most likely to convert into customers.

However, PPC advertising is not without its challenges. With so many law firms vying for the top spot, competition for keywords can be fierce. This can drive up the cost of bidding, and make it difficult for smaller law firms to compete. So, if your firm is considering engaging in a PPC campaign, consider consulting a marketing professional

Social Media Marketing

Surveys show that 77% of marketers believe that social media marketing has been effective in improving their business. And, with billions of people using social media every day, it’s no wonder that social media has become a common tool for law firms to connect with their clients. 

Law firms can leverage social media platforms to promote a brand, product, or service. This can include organic posts, paid advertising, and other forms of social media marketing. 

Social media platforms (think: Facebook, LinkedIn and TikTok) allow you to: 

  • Share updates about your firm
  • Post links to news articles or firm blog posts
  • Upload short ‘explainer’ videos on relevant legal topics
  • Live stream events like webinars or speaking engagements.

And the best thing about social media marketing? It’s free! (at least, for the most part). You don’t have to spend anything at all to share content on social media, making it a great option for small and medium-sized law firms with limited budgets.

Of course, there are paid options available as well, like Facebook Ads or LinkedIn Sponsored Content. These can be a great way to reach a larger audience or target specific demographics, but it’s important to approach them strategically and with clear goals in mind.

Insider tip: Curious about incorporating social media marketing into your law firm’s game plan? Don’t miss our article on building a social media presence for your firm right here. 


It’s clear that the digital marketing landscape offers numerous opportunities for law firms to grow their online presence and attract potential clients. To jumpstart your journey to digital marketing success, we’re offering our FREE cheat sheet packed with insider tips and tricks.

We understand the unique challenges faced by law firms in the digital marketing space. That’s why our team of experts is at your service, committed to crafting a customized, comprehensive marketing strategy designed specifically for your firm.