Proven Law Firm Marketing Tips: Strategies to Expand Your Practice in 2024

As an attorney, your  law firm  is not just about providing legal guidance but also about attracting potential clients.



It takes a lot more than a bar membership to attract profitable clients. You must develop an effective law firm marketing plan to grow beyond referrals.



We’ll explain the broader marketing strategy and specific, simple tactics you can use right now—you only need about a couple of hours—and we know that’s not cheap.



No fluff, no beating around the bush. Let’s dive into the marketing efforts that will transform your law firm.



But first, let’s think about your typical client and why it’s hard for them to find your law firm’s website.



Why It’s Hard to Find a Good Lawyer



Locating a skilled lawyer who is an excellent fit for your unique legal needs can be challenging. It could feel like searching for a needle in an enormous legal haystack. Many variables can make this process difficult.



Gone are the days of staring at 10-pound yellow pages and seeing a high-dollar law firm emblazoned on the spine.



Finding a new lawyer in a sea of TV, radio, and display advertising is difficult. You could be investing in these marketing campaigns and not getting any return.



Depending on the legal practice, the research process is high-stakes. There are different characteristics non-legal professionals look for.




Criminal cases:  Getting a superior defense is what matters most. The cost of a bad defense could haunt them for decades. Do they go with the one that advertises the most around town or the one that’s more qualified in their practice areas? Referrals matter, but online reviews matter more.



Civil cases:  While not as high-stakes, the thinking around civil matters is that the plaintiff or defense must win or settle amicably. Or they could be liable for attorney fees and damages, so balancing your budget with a firm with a solid track record is key. Both referrals and online listings are crucial to standing out.



General guidance:  Hopefully, not every client plans to go to trial, and for those who do, they view legal counsel as a wise investment, much like insurance. Are you knowledgeable on legal matters and can guide clients to avoid time in court or costly settlements? Referrals from satisfied clients matter more here, but online directories can be a huge help.




Potential clients face these obstacles when finding an attorney:




Outdated, hard-to-navigate law firm websites



Generic contact forms are on the website.



Complicated lead generation sites that result in dead ends



Office phone numbers that ring forever



Voicemails that don’t get returned



Days or weeks even to speak with someone



Overly positive client reviews



Emails that go into a black hole or land in spam




Bottom line: It’s tough for your law firm to stand out. 



Many new clients feel pressured to make a decision and may find themselves seeking an authority — you. They want to be reassured that they’re making the right decision at every step.



You must cover the basics before investing in any digital marketing growth tactic. You’re losing money and clients right now whenever leads fall out. (Their legal woes don’t disappear; your competitors scoop them up.)



So, what can you do about it?



We’ve compiled these eight marketing tactics so you can attract higher-paying clients, and so they’re ready to sign within minutes of speaking to you or your partners.



Law firm marketing limitations



Personal injury lawyers are limited in how they can reach consumers.



The interaction is an inbound motion where consumers contact you to initiate a deeper discussion. Otherwise, you must also include certain language or disclosures in your advertisements.



In reality, this means consumers fire up Google searches to look for a lawyer or attorney in their local area or with their specific needs in mind. If you’re lucky, they might have heard your brand on TV or radio and are trying to find your office.



But in most instances, content marketing through organic search, video content, landing pages, and Google Ads generates the most website traffic for law offices.



From there, they visit your website or your online listing. Only when they take the next step can you communicate with them.



Even with this marketing strategy, it’s worth it.  On the Map Marketing , marketing found that the personal injury market is worth over $50 billion.






So, how do you stand out, become trusted, and close more business?



We’ve listed several helpful marketing tips for personal injury law offices—or any law firm, really.



8 Law Firm Marketing Strategies to Try (In Less Than 5 Hours)



1) Claim Your Google Business Profile






Claiming your Google Business Profile is an often overlooked marketing channel. This free marketing tool increases your visibility on Google search results and Google Maps, driving more potential clients to your website.



But it’s not just about availability — it’s about credibility, too.



A complete and accurately listed Google Business Profile presents a professional and trustworthy law firm brand. Few things can hinder a client’s trust faster than incorrect or unclear information about your business. For example, imagine the frustration of a potential client who travels to your office only to find you working from home.



Claim and verify your Google business profile. Specifically, check that the business address, telephone number, and business hours prospective clients see are accurate. Plus, you can add photos of your team or office space, further personalizing your brand and promoting a sense of familiarity before a client contacts you.



Claiming your Google Business Profile is straightforward. Here’s a simplified step-by-step guide:




Log in to your Google account.



Go to Google My Business and click ‘Manage Now’.



Enter your law firm’s name.



Follow the prompts to enter your office location, category (law), phone number, and website URL.



Verify your business. Google will send a postcard with a verification code to the address you provided. Input this code into your profile once you receive it.
















Related Article
The Complete Guide to Business Listing Management In 2023

















2) Set up a professional phone system






A  business phone system  is paramount to communicating with clients and team members. With so much marketing effort invested in attracting potential clients, don’t disappoint them with an unresponsive or disjointed calling experience.



Here are several specific features every successful law firm needs.




Toll-free number:  Make it easy for clients with landlines to reach you. If you want the look and feel of a national presence, securing a toll-free number is a must.



Virtual phone numbers:  You should get a  virtual phone number  when you need to operate in a given local area. These numbers can direct calls to your team, wherever they’re located.



Distinct call flows:  When a new client calls in, craft a simple call flow directing them to the right person or team. For instance, law firms should have separate call flows for each practice area.



Automatic call forwarding:  When it’s after hours or if no one answers incoming calls, you should at least direct them to an answering service to quickly gather details so they can capture the lead and inform your team.



On-demand call recording:  call recording is an invaluable tool to capture witness statements. It’s easy to use, and you’re always in control. Calls are recorded with spectacular call quality in the cloud with Nextiva.



Voicemail transcription:  When a potential client leaves a voicemail, they really, really want you to return their call. Why listen to voicemails when you can get a  voicemail transcript  delivered to your email? This way, you can forward and respond to messages in an instant.



Softphone app:  Make and receive calls on your smartphone anytime securely and reliably. A  softphone  lets you keep your cell phone number private and still be responsive to the business number shown on your law firm’s website.




With these essential calling features covered, you can truly advance the marketing goals of your law office.



3) Enable business SMS for client follow-up






Truth be told, not everyone is ready for a phone call.



When following up on a potential client, they might respond faster via text message. This is why   business SMS  is necessary for your law firm’s marketing strategy.



Here’s why you should harness the power of business SMS:




Speed:  Text messaging gets your message across in seconds.



High open rates:  Text messages have jaw-dropping open rates. SMS open rates exceed 90%.



Increased engagement:  Clients are more likely to engage with texts than through email marketing messages. You can even receive photos, video content, or audio recordings via MMS.




To make  business text messaging  a valuable asset of your digital marketing strategy, we recommend you:




Gain consent. Ask your clients for permission to text them. It’s not professional or polite to blindside them with unexpected texts.



Be concise. Your message should be straight to the point. Nothing loses a client’s interest faster than unnecessary wordiness. Be direct with what call to action is required next.



Be accessible: Answer questions quickly and celebrate milestones. Clients will appreciate your engagement.




Tip:  After you help a client win their case, tactfully ask them to post a positive review on your business listing.  Get more ideas on how to ask →



4) Invest in helpful online content






Helpful content is a cornerstone of effective online marketing—you wouldn’t be reading this if it weren’t.



When you share specific advice around the needs of potential clients, each new asset is an investment in becoming a trusted thought leader. Here’s how to leverage online content for legal marketing:




Tap into your target audience’s pains.  One of the easiest ways to tackle law firm SEO is to create content around the problems and questions your target audience faces. Go beyond the basics and make your local business stand out with a unique perspective.



Publish regular blog posts.  Even a small law firm’s blog could be a powerful resource hub. Cover various legal topics, updates, FAQs, and the legal implications of recent news. Ensure that you utilize search engine optimization (SEO) strategies to improve your visibility on search engines and get more visitors to your website.



Pair great content with a CTA.  A call to action (CTA) will move website visitors to take the next step, such as a free consultation or case review. It’s helpful to align these closely with your practice area to ensure you attract good-quality clients.



Share engaging case studies.  Showcasing real-life examples of clients you’ve helped builds trust. These stories should be accessible on the law firm’s website and are ideal for social media marketing purposes. Of course, check with the client first and anonymize any sensitive details.



Create downloadable resources.  Dedicate a small chunk of your marketing budget to creating attractive checklists, templates for legal documents, guides, or infographics. These assets are ideal to add to separate web pages, which helps attract backlinks. These help your site stand out and appeal higher in search engine result pages (SERPs).




Beyond the specific content you publish, pay close attention to how you present it.



Break down complex legal jargon into easy-to-understand language. Make your text scannable with headers, bullet points, and short paragraphs. Keep your tone professional yet empathetic.