Are your marketing efforts producing the results you have been looking for? 

If not, it may be time for an overhaul of your marketing strategies. In this blog, PMP reviews some proven tactics to breathe new life into your law firm’s marketing strategy. From optimizing your website for search engines to leveraging social media and forming strategic partnerships, these methods can help your firm attract more clients, and ultimately sign more cases.  

Contact PMP to discuss our advertising services and learn how we can create a custom strategy tailored to your marketing goals.  

Optimize Your Website for Search Engines  

Most law firms have websites, but they may not be fully optimized for search engines. Search engine optimization (SEO) helps your law firm’s website rank higher in search engine results, enhancing visibility for potential clients.  

PMP conducts SEO audits of law firm websites to determine the strengths and weaknesses and identify areas for improvement. Often, some of the main areas to focus on include:  

  • Keyword Optimization: Research relevant keywords and incorporate them into your website’s content, titles and meta descriptions. Use tools like Google Keyword Planner or Ahrefs to identify the terms your target audience uses. If your site is not using terms your target audience searches for, your site is not going to show up when they look for legal services on Google or other search engines.  
  • User Experience: Ensure your website is mobile-friendly and loads quickly to reduce bounce rates. Tools like Google’s PageSpeed Insights can help you identify and fix issues affecting your site’s speed. Users are not going to wait around for a website to load, there are plenty of other websites that could provide the information they are seeking.  
  • Quality Content: Regularly update your site with informative blog posts, articles, and case studies to position your firm as an industry leader. Consider creating a content calendar to ensure consistent posts. Many law firms that have a blog do not post often enough, or when they do, the posts are short, time-sensitive articles that are not going to generate significant traffic. Optimized, detailed and comprehensive evergreen content has been showing to deliver consistent organic  traffic to law firm websites.  

Focus on Local SEO  

Implementing local SEO strategies can bolster your online presence for people who are searching in your local area.  

There are many aspects to local SEO, and the firms that implement a comprehensive strategy are more likely to see results. Here are just a few of the factors in local SEO to pay attention to:  

  • Localized Keywords: Enrich your content and meta tags with localized keywords, such as city names and local terms relevant to your services.  
  • Google My Business: Create and optimize a listing to improve local search results. Ensure your business name, address, phone number, and website URL are accurate and consistent. Making regular updates to your profile can also help your firm move up higher in local searches.  
  • Online Reputation: Encourage client reviews and respond promptly to feedback, whether positive or negative. You can use automated email reminders to request reviews from satisfied clients. Sometimes negative reviews are from people who never even contacted your firm, and you can get them taken down. Quickly responding to negative reviews can help lessen the negative impact to your online reputation.  
  • Community Engagement: Participate in local events and initiatives to build relationships and increase brand awareness. You can also sponsor local events or host free legal clinics. Law firms often ask for links back to their websites from local businesses and events, which can do wonders for local SEO.  

Enhance Your Credibility with Client Reviews  

Client reviews and testimonials build trust and credibility. When people look for a lawyer, they want to find one who has positive reviews. These reviews are especially helpful when they provide specific details about the experience of working with a law firm.  

Here are a few best practices with online reviews:  

  • Make it Easy for Clients to Leave Reviews: Provide links to review pages on your website and in emails. Use platforms like Google Reviews, Yelp, and Avvo to gather and showcase reviews.  
  • Respond Professionally: Thank clients for feedback and address concerns respectfully. Personalized responses show you value client input and are committed to improvement. Prompt responses also leave people with the sense that your firm values good communication with clients. This helps give people peace of mind.   
  • Showcase Positive Reviews: Display positive reviews on your website, marketing materials and on social media. Create a dedicated testimonials page and highlight reviews on your homepage and service pages. Reviews are one of the main factors potential clients use to qualify a law firm.   
  • Develop Case Studies: Highlight successful outcomes to demonstrate your firm’s expertise. Detailed case studies can illustrate how you have helped clients achieve their goals.  

Utilize Social Media to Enhance Engagement and for Networking  

Social media is a powerful tool for networking and lead generation. Your posts can also promote engagement with your firm.  

If you are looking to get more from social media, there are a few areas to focus on:  

  • Create Engaging Content: Share articles, success stories, and legal insights relevant to your audience. Use videos and infographics to capture attention. Platforms like Canva can help create visually appealing content. High-quality videos and graphics can cause people to stop scrolling and engage. If they like your page, they may see more posts in the future, which can help to build your brand.  
  • Targeted Ads: Law firms can use social media advertising to target specific demographics and interests. Facebook and LinkedIn offer robust targeting options to ensure your ads reach the right audience.  
  • Audience Engagement: Respond to comments and messages promptly. Encourage interactions through questions, polls and live Q&A sessions. Tools like Hootsuite can help manage and schedule your social media interactions.  
  • Showcase Expertise: Share case studies and testimonials to build trust and attract clients. Highlight your legal team’s accomplishments and expertise to position your firm as a leader in the field.  
  • Post About Involvement in the Community or Happenings in the Office: People are often afraid of contacting a lawyer, which shows there is a need to humanize lawyers and their firms. Pictures of lawyers and staff out in the community or fun events in the office, such as during the holidays, can generate significant engagement on social media.  

Develop Strategic Partnerships  

Strategic partnerships can expand your network and enhance your marketing efforts:  

  • Complementary Businesses: Collaborate with legal tech companies or financial advisors to offer comprehensive services. Joint webinars or co-authored articles can showcase your combined expertise.  
  • Local Entities: Partner with chambers of commerce, business associations, or non-profits to enhance your community presence. These partnerships can lead to referral opportunities and increased visibility.  
  • Industry Events: Participate in events and conferences to network and explore partnership opportunities. Speaking engagements or sponsorships at legal industry events can position your firm as an authority in your practice area.  


By implementing these tactics, you can revitalize your law firm’s marketing strategy, attract more clients, and position your firm as a leader in the industry.  

There are many elements of law firm marketing and there can be a lot of tactics to look into. Contact us if you would like our expertise to help boost your marketing efforts.