Law firms need digital marketing to stay competitive and reach more of their potential clients. As with any other aspect of marketing, digital marketing is not going to help your law firm unless it is done well.

Below, PMP offers some high-level tips to help your firm make the most of legal digital marketing. You can use these tips to help guide your decisions about digital marketing strategies.

PMP has been helping law firms develop custom legal digital marketing strategies for more than 15 years. Our experienced marketing professionals are trusted by law firms across North America.

Contact PMP to discuss our website services and learn how we can help your firm reach its full potential.

Understand Your Target Audience

Before you start developing marketing campaigns, it is crucial to understand your target audience, so that you can tailor your content, goals and strategies to them. This helps ensure your content effectively reaches the audience that is more likely to convert.

Studying your target market allows you to figure out what your audience is looking for, so that you can then be the law firm to provide that service to fit their needs.

Understanding your target audience also allows you to figure out where to allocate your resources and what platforms to invest your time in. For example, if you discover that a large portion of your target audience is female, you should consider using Pinterest, as most Pinterest users are female (69.4 percent).

Optimize Your Law Firm’s Website for Users and Search Engines

User experience and search engine optimization (SEO) go hand in hand. Websites with a positive user experience may be more likely to rank higher in search engines.

Think about it this way: no one wants to stay on a website that loads slowly and is difficult to navigate. People are impatient, and if they hit a roadblock when going to a website, they will just go somewhere else for the information they want.

When your users have a positive experience, it will make them more likely to stay on your website to learn more about your law firm. This gives you more opportunities to show potential clients why your firm is the right choice, making it more likely they will contact you for assistance.

One of the most important parts of your website is the calls to action. These should stand out and catch users’ attention. These statements should also make it clear what users should do next.

Create Compelling Content That Establishes Your Firm’s Expertise

With so many lawyers for clients to choose from, you want to establish yourself as an expert in the industry to build trust and credibility. One way to show your expertise is to create high-quality, detailed content that addresses frequently asked questions and concerns.

This does not mean you need to produce pages that are 2,500 words long and cover everything users would ever want to know about a specific topic. However, you can cover a lot in 700 or 800 words, especially when you break up the content into easily consumable chunks using subheadings and bullet points. Answer questions clients often ask in a way that is easy to understand.

Google prioritizes this type of high-quality content, which means it is likely to rank higher in search results.

PMP has been producing high-quality website content for law firms across the country. Our content delivers significant organic traffic to our clients’ websites, helping potential clients of these firms to learn more about the firms’ results, experience and lawyers.

Use Social Media to Engage with Your Audience

Social media platforms allow law firms to engage with their target audience through:

  • Comments
  • Likes
  • Direct messages


Your social media profiles can include important information about your firm, including your hours of operation, areas of practice and contact information.

You can think of your social media profiles as a community of past and potential future clients. Posting on your social media pages can help improve brand awareness and strengthen relationships.

While there are many aspects of a successful social media strategy, at a high level, you need to focus on posting consistently and making sure your content reflects the brand voice of your law firm.

Each social media platform has a different focus. For instance, X, formerly known as Twitter, is a place to go for breaking news. Facebook encourages a more personal connection with friends, family and brands. Law firms can use LinkedIn to demonstrate their legal expertise and connect with other lawyers.

Generate and Manage Online Reviews

Positive online reviews can help your law firm show up in search results, especially local search results.

Positive reviews are a strong signal to potential clients that your firm can handle their case. Positive reviews help to build trust.

Law firms should include asking for reviews in the process of concluding a case. They should also be sure to comment on reviews, whether those reviews are positive or negative.

Responding shows that your firm is paying attention to what clients are saying. Responding to negative reviews also shows you want to address the concerns that were raised. You want clients to know you are a reputable firm that greatly values your relationship with clients.

Track Your Legal Digital Marketing Efforts and Adjust Your Strategies

You cannot manage something effectively unless you are tracking it. The only way to know if your efforts are generating results is to look at the numbers. This will help you understand what is working and what is not so that way you can realign and adjust your approach. If a campaign is not producing results, you do not want to keep pouring resources into it.

Tracking your legal digital marketing efforts allows you to make decisions based on data, not intuition or gut feelings.

While it is important to innovate, you often do not need to reinvent the wheel to reach your marketing goals. You can use proven strategies that are refined based on your brand and marketing goals.

PMP is committed to helping law firms reach their marketing goals, using strategies tailored to their needs. Contact us to learn more about how can help your firm sign more cases and grow.