10 Law Firm Marketing Strategies For 2022

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Digital Marketing has gotten so much popularity around the globe. It is crucial that you apply digital commerce as your Law firm marketing plans for 2022.

There are so many ways to market your law firm. Because of this, creating your legal marketing plan can feel overwhelming.

The good news is that there are important Marketing Tactics that work for law firms. Follow these 10 Law Firm Marketing Strategies:


1. SEO

Being easy to find online is one of the most critical marketing strategies for any law firm. Search engine optimization (SEO), can help with just that.

SEO strategies can increase your law firm website’s position in search engine results pages (like Google) to drive more visitors to your website. Learn more by reading this guide to SEO.

You also need to pay attention to local SEO.

SEO is important for ensuring your law firm shows up in online searches, but general searches aren’t the primary way potential clients will find you—especially if you’re a small law firm.

To ensure nearby clients can find you online, you also want to optimize your firm’s ranking in local search results, aka local SEO, as part of your law firm’s marketing strategy.

Local SEO Tactics

  • Set up a Google My Business page
  • Ensure your website has local keywords
  • Be consistent with your NAP
  • Get backlinks
  • Generate client reviews

2. Case studies

Showcasing case studies and successful cases on your website demonstrates your level of expertise whilst also fostering confidence.

If you organize your case studies so that people can find situations similar to their own, it’s a fantastic way to let them know that you are capable of helping them.

3. Search Advertising

While SEO is an organic way to drive visitors to your law firm’s website, you can also employ a paid online search advertising campaign to help bring potential clients to your website. 

Examples of search advertising strategies include:

  • Pay-per-click (PPC)
  • Google Advertising

4. Law Firm Website

If you’re investing in SEO strategies, PPC strategies, or both, your goal is to drive potential clients to your law firm’s website. Your law firm website is a powerful marketing tool in itself. 

Think of your law firm website as your law firm’s online real estate, and prioritize its user-friendliness.

Your website must be:

5. Social Media

When done right, social media can be a powerful marketing tool for your law firm, helping your firm:

  • Reach a large audience for little to no financial investment

Combining social media marketing on platforms like Facebook with paid advertisements can help you reach new clients for a relatively low cost.

  • Build community and brand authority
  • Give your clients another way to find your firm

6. Law Firm Branding

Finally, how your law firm differentiates itself from competitors—or your law firm’s branding—is an important element of your legal marketing strategy.

Finding ways to differentiate your firm from your target audience can also help you grow your law firm by gaining new, ideal clients. 

Here are some steps you should take to develop your law firm’s brand::

  • Establish a unique selling point
  • Clarify your target audience
  • Determine your core messages

7. Content Marketing

Content marketing involves creating quality content related to your field of practice and sharing it online via multiple mediums.

It is a marketing tactic that can help build your brand and establish expertise, offer value to potential clients, and help drive more people to your website. Content marketing could include content like blog posts, videos, infographics, or even podcasts.

8. Email Marketing

Email marketing for lawyers is an online marketing strategy that offers a lot of bang for minimal effort.

Sending out targeted and consistent marketing emails to your network can help you build your brand, establish your law firm’s expertise, and bring value to readers.

Email marketing is also easy to measure, with marketing platforms offering analytics like how many people open your email. This way, you will know how well your marketing efforts are received. 

9. Credibility, Authority, and Capability

A solid law firm marketing plan should involve both passive and active marketing activities.

For example, passive marketing can be achieved in the form of professional website copy and design that can help to build credibility and authority for your firm. Showcasing your expertise gives potential clients confidence in your capabilities.

10. Client testimonials and reviews

As previously mentioned, positive client reviews and testimonials are an excellent way to gain the trust of clients looking for representation right off the bat.

Consider implementing this into your email marketing strategy by setting up an automated process that encourages happy clients to leave public, positive feedback.

Did you find this helpful? Feel free to drop your comment and don’t fail to share with others.


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