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Law Firm Marketing Strategies

Build Your Brand, 
Strengthen Your Firm.

How to Market Your Law Firm

Just like legal work, marketing requires nuance and attention to detail.

The legal field can be extremely competitive, especially in specialties like personal injury and family law. That's why it's crucial to differentiate your firm from others with your messaging—and your tactical approach. Work with a legal marketing company who can help you win. Let's do some discovery!

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Leading law firms are embracing the digital marketing landscape.

"Our video pre-roll advertising lead to over 4,000 new prospective clients to the website. Time on website and online conversions continue to increase!"

Blaine Jones Law

"Bemis, Roach & Reed's cases are more than double YOY since working with CMG!"

Bemis, Roach & Reed

Marketing Quick Wins for Lawyers

No one would argue—these ideas get fast results

Just like a law firm must build trust with clients, so must they build their reputation and brand via long-term marketing efforts. But these quick wins will ensure strong, early traction.

Stay Social

One surefire way to spark your legal marketing efforts is to share your expertise and build your personal brand. Afterall, your clients seek you out for consultation and guidance. Why not bring that knowledge online to build your credibility and following? Post valuable legal tips and viewpoints to expand your potential client pool.

Be in Their Searches

When people need legal services—and don't have a reference from friends or family—they'll turn to Google. Make sure you show up near the top for key legal services in which you specialize. You can do this quickly by implementing a paid search campaign, then working on organic SEO efforts over time.

Keep Your Rep Clean

Trusting a lawyer can be incredibly high-stakes for new clients. So a law firm's reputation is everything—and it starts online. Before any other marketing efforts, check your online reviews and ratings and clean them up if need be (with help from a law firm SEO agency if your reviews and ratings need help)

Suggested Services


Primary Key Performance Indicator

Form Fills + Phone Calls

Recommended Time Frame

9 Months

A Step-By-Step Guide to Law Firm Marketing

Which law firm marketing tactics yield the best results? You be the judge.

Regardless of how established your law firm is, new digital marketing approaches can reinvigorate things and bring new client opportunities. This easy 5-step plan—and the right legal marketing agency—can help you find success with everything from SEO to paid digital media.

Assess the Competition

As mentioned, the competition can be fierce in the legal profession. And being able to stay ahead of the competition requires keeping tabs on them. This may be harder than it seems, though, so choose a law firm marketing company who knows what they're doing, and can access the right competitive information—from search rankings to ad spend.

Boost Your Online Presence

Todays lawyers and legal firms won't reach full potential without a strong cross-channel digital presence. This includes the right mix of all types of digital media—including SMS, SEO, paid digital, social and more. The targeting technologies with digital paid media, for instance, will allow you to get in front of the right prospective clients at just the right time.

Nurture Your Prospects

The buyer's journey for law firm clients can be longer—and sometimes winding. Even if they choose a different firm, they could come back around at a later date. That's why it's vital to nurture your known leads, with helpful content, automated email and SMS and digital retargeting ads. You'll stay top-of-mind and foster positive perceptions of your firm.

Build Your Law Firm Brand

For smaller firms, competing with the big guys can be hard. Fortunately, their are brand-friendly advertising channels that allow for incredible targeting, so you can avoid overspend and make the most of your marketing dollar. Invest in strong brand positioning and identity work, if need be; then leverage campaigns on connected TV, display networks and paid social to build name recognition and trust.

Track and Analyze

To ensure you're getting the most from your spend, you'll need expert measurement and analysis. When employing an omni-channel strategy, this can be tricky. You'll need a multi-touch attribution approach, because prospective clients will have multiple touchpoints with your brand before they convert; you'll want a true picture of the effectiveness of the full marketing mix.

Law Firm Marketing Trends

Review and tech matter for prospects choosing a law firm.

The legal profession is increasingly digital, whether that be law firms integrating new technologies to better serve clients or prospects researching their options online.

62% of law firms budget for technology

82% of clients say positive reviews are influential in their choice of lawyer

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Personal Injury Law Firm Boosts Marketing Conversions

Richardson Richardson Boudreaux sought to increase new monthly leads and increase the quality of each lead, focusing on personal injury cases. CMG built a highly effective combination of digital marketing tactics around a foundation of SEM, social and broadcast television to reach monthly goals.

75% Increase in Website Conversions

RRB Law has seen a steady increase in overall monthly cases, as well as a noticeable increase in the quality of each lead. CMG digital campaigns are driving more than 64% of all web traffic. After the addition of conversion rate optimization, the average number of monthly conversions grew by over 75%!

Get FREE Custom Insights

We have inside information on the audience and market trends affecting your law firm.

From information about the size and makeup of your local or national market to insights on your competitors and their marketing activities, we'll provide you with in-depth, free reports to help guide your attorney marketing strategy in the right direction. Fill out the form to get started.

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Our Partners and Publishers

When it comes to your digital marketing, we only partner with the top leaders in the industry to help get you the best results possible. Because we're a part of CMG, digital advertising with us is credible, accessible, data-driven and transparent.