How Do I Market My Legal Services Online?

Many law firms and lawyers have fallen into the belief that their reputation and skill set alone will help them keep a steady stream of new clients. While that may be true in some cases, in many situations, a law firm’s business and profits can be improved by having a solid online presence.

With a strong marketing plan, your law firm can stand out from the competition and actively attract new clients. It can also help boost your rank in search engines, ensure your site resonates with your target audience and helps you build a rapport with new clients quickly.

If you want to learn how to market your law firm, you are in the right place. Keep reading to learn some effective tips for building a marketing plan here.


Search engine optimization is when you use goal-oriented strategies to boost your website’s search ranking in search engines. If you don’t have the time to put into learning the more technical side of things, then hiring a third-party expert or even a copywriter that specializes in SEO is a smart move.

If you want to optimize your site alone, be sure to keep these best practices in mind:

  • Reach out for more backlinks to your site
  • Link to high-quality sites in your content
  • Conduct keyword research
  • Use available plugins, such as Yoast SEO to improve your page’s SEO

If you still aren’t sure where your website stands regarding SEO rankings, there are other tools you can use, too, like the Site Audit offered by SEMrush. This will provide you with a detailed overview of your site’s existing SEO health. It will even show you areas where improvement is needed.

Create Specialized Service Pages

There are many law firms (perhaps yours?) that has several different services that are offered to the public. This is the case even if you have a hyper-specialized law firm.

For example, if your specialty is family law, you may offer estate planning, divorce services, custody services, prenuptial agreements, or something else. These are all specialty services and deserve their own page. By creating optimized pages for each of your services, you will increase your UX (usability), which also improves client engagement with your site (which is a good thing).

Be Empathetic in Your Branding

Regardless of what your law firm specializes in, your branding is something completely unique. Usually, branding will tie into and relate to your mission statement. This is a huge and invaluable tool when you want to stand out from your competition.

Make sure you are using your copy, site design, and images to express what it is that sets your law firm apart from the competition.

Offer Your Clients Valuable Content

Value is always good. That’s because it helps ensure people continue coming back. Creating additional content not only provides more information that your clients are searching for, but it also helps you rank for more keywords and attract more relevant traffic. If you aren’t able to create the content on your own, hire someone who specializes in this.

As you can see, there are several steps you can take to begin marketing your law firm. However, in many cases, hiring a third-party service provider for this is a good idea. For more information about building your law firm marketing plan, contact The Legal Marketing Company by calling (904) 385-9124.

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