A Guide to Choosing the Digital and Web Marketing Strategies for Your Law Firm

Like any business, all law firms aspire to uncover the secrets of online success. But the reality is that this secret sauce generally boils down to the proper use of the fundamentals. Without a firm foundation, even the greatest and newest strategies will fail. For this reason, you must establish your digital marketing plan’s core pillars from the outset.

For professionals in the legal sector looking to attract a greater volume of organic traffic, the pillars mentioned above must be based on how prospective clients search for and interact online. This can be on the Google search engine, engaging content, paid ads, and social media. And to succeed in this highly competitive industry, you must find ways to create internet visibility across all digital channels and engage users to your brand. Here are a few tips on selecting the right digital marketing strategies for your law firm. 

Create a buyer persona

Whether you’re keeping the job in-house or preferably securing the services of a law firm marketing agency, you must first know the people you’re marketing to. The best strategies in any form of advertising are built on comprehensive buyer personas, and digital marketing is no exception. So before you begin, you must first create yours

Your buyer persona must represent your ideal consumers, and you can create it through research, surveys, and interviews. It’s imperative that the information is based on real data because assumptions will only steer your strategies in the wrong place. To have a more balanced picture of the persona, you’ll want your pool to include various prospects, contacts, and other people outside your database of contacts who align with the intended audience.

It’s also equally important to know the kind of information you’ll need to collect from the target customers. In this case, it’ll mainly be about your law firm’s area of expertise and what legal services it provides. Again, if you’re unsure, it’s worth availing of a law firm web marketing services.

Determine your goals

The marketing goals of your law firm should align with the fundamental objectives of the business. For instance, if you’re looking to improve your revenue by twenty percent, then the marketing team’s goal will likely have to generate at least fifty percent more leads through your website than its previous year to succeed. Whatever the overarching goals are, it’s essential that you also measure how successful your strategies are with the correct tools. In this way, you’ll be able to make quick adjustments to your methods to generate greater returns if needed. 

Assess your current digital assets

When evaluating the strategies and channels to incorporate into your digital marketing campaign, it’s always a good idea to look at the big picture first. Doing so will allow you and your chosen law firm digital marketing experts to steer clear of confusion and complications. So start by gathering everything so you’ll have a better perspective of your paid, earned, and owned media

  • Owned media. It covers everything the company or brand owns, from the website and social media pages to blog material and imagery. In other words, these are all the elements that the business has control over.
  • Paid media. It is any channel, vehicle, or medium that the business spends money on to attract your ideal consumers’ attention. Some of the things that this includes are native advertising, paid posts in social media, or Google Adwords.
  • Earned media. It is all about the exposure that the brand earns via word-of-mouth. From customer reviews to the content you deliver, it refers to the recognition that has come out of your efforts.


Choosing the right Web and digital marketing strategies for a law firm doesn’t always have to be a complex affair. In fact, it’s no more complicated than any other business. And by keeping the tips listed above in mind, you’ll be able to select the right techniques that will best benefit your business.

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