9 Attorney Marketing Strategies That Lawyers Use
08 Jun 2022 By: Brett Farmiloe
Updated
What is one marketing strategy that lawyers use to promote themselves?
To help legal professionals promote themselves online, we asked marketing professionals and business leaders this question for their best insights. From employing video marketing to blogging opinions on legal questions, there are several strategies that lawyers use to help them market their services to the public.
Here are 9 marketing strategies that lawyers use:
- Employ Video Marketing
- Feature Real-Life Testimonials
- Join Professional Associations and Groups
- Engage in Public Relations
- Rank Their Websites High With SEO
- Take Advantage of Local News and Media Outlets
- Conduct Virtual Legal Clinics
- Leverage Success From One Area
- Blog Opinions on Legal Questions
If your legal firm engages in business law, please review B2B Marketing strategies for B2B businesses.
How to Employ Video Marketing?
Video has been a popular digital marketing approach for lawyers. Video content is more interesting than long-form articles and has the ability to show emotions allowing legal firms/lawyers to turn leads into clients. To produce high-quality videos for your law firm, you need to understand what types of videos (like Client Testimonials, Attorney Bios, Video Ads, or Law Firm or Practice Area Introductions) you should be making, how to film the content, choose a distribution channel, and how to evaluate success.
Despite the obvious appeal of videos, lawyers may be hesitant to incorporate videos into their overall marketing approach. So, if you’ve been considering using video in your business, now is an excellent moment to get started and stay ahead of the competition.
Sanket Shah, InVideo
Feature Real-Life Testimonials
People want to hear from those who have hired a personal injury law firm that brought them a satisfying settlement. What is a better commercial or billboard? An actor (or attorney trying to be an actor) pounding a fist on a table saying, “I’ll fight for you,” or a real-life person who was an accident victim and won a court case? It’s an easy answer. In fact, certain state bars prohibit attorneys from airing commercials that resemble the former. Some members of the bar think they contribute to giving lawyers a bad name. Alternatively, using real-life testimonials from people has been proven to work. It’s effectively used on social media, as well as traditional media.
Alan Ahdoot, Adamson Ahdoot Law
Join Professional Associations and Groups
Join professional associations and groups: From my point of view, networking is still an effective way for lawyers to market themselves, no matter how long they have been practicing. Join local, state, and national legal organizations and groups. Don’t just participate; be an active participant.
Kenny Kline, BarBend
Engage in Public Relations
Public relations is an effective marketing strategy for lawyers. This can involve writing press releases, giving interviews to local media outlets, or speaking at community events. Referral marketing is also a powerful tool and involves networking with other professionals who may be able to refer potential clients to you.
Eugene Chimpoy, Church Helper
Rank Their Websites High With SEO
Legal firms implement SEO for lawyers as a strategy to optimize their websites and achieve higher search rankings. Most people go to Google to find a lawyer, ranking higher leads to better engagement with prospective clients. They use several methods of SEO to get to the top of the search results pages. This includes the use of target keywords and having websites that are mobile-friendly with fewer technical issues and better page-loading speeds. As you map out technical fixes, content, and quality links, partnering with the Best SEO Agency can turn that checklist into consistent execution—transparent reporting, clear monthly actions, and a team focused on sustainable growth rather than quick wins. Law firms’ effective marketing strategies revolve predominantly around better engagement with SEO. To move from ranking to real client growth, pair SEO with a holistic plan. FirmPilot Law Firm Marketing Guide: Strategies That Get Clients breaks down SEO, PPC, content, social media, and email into practical steps and templates so law firms can turn qualified traffic into consultations.
Anthony King, Transport Executive
Take Advantage of Local News and Media Outlets
From my point of view, you should pay attention to news stories in your area. Offer to answer inquiries or provide information on the subject if you have true experience in a field linked to local news. Inform reporters and others that you are willing to be a “source” for further information on popular news stories.
Max Whiteside, Breaking Muscle
How to Conduct Virtual Legal Clinics?
The best way for a lawyer to promote their services is by offering the service pro bono to those that need it most. The age of the pandemic has made in-person legal clinics challenging to organize, but in its place, virtual legal clinics are filling the gap efficiently. As a lawyer, partner with a designer or other digital artist to prepare your virtual legal clinics and share invaluable information with your audience. Twitter and Facebook are great avenues for conducting these free legal clinics for your target clients.
Gisera Matanda, WeLoans
Leverage Success From One Area
Lawyers use their success in one area and then promote that success in other areas. The most common examples I see are a lawyer who has written a book on real estate, who then promotes his law practice by referring potential clients to the book on real estate; or an attorney who has become very well known for his TV appearances as a forensic expert, who then promotes his legal services by writing articles about it.
Ivy Bosibori, USBadCreditLoans
Blog Opinions On Legal Questions
Whether they’re a large firm releasing opinions on legislative updates, or a small firm taking client questions and releasing opinions on them, one of the best marketing strategies for lawyers is to take client questions, delineate the factors involved, and post an opinion to it on a blog on their site.Oftentimes, people seeking legal services do research on the problem they have by asking the question about a certain law, legal practice, or steps they would need to take.
The easiest organic content that lawyers can implement into their marketing strategy is to release blogs or opinions on the options that people asking those questions would be happy with. Even better when it highlights jurisdictional nuance, be that region, or type of law.
Adam Casole-Buchanan, DeckLinks
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What is one effective marketing strategy lawyers use to promote themselves?
One particularly effective method lawyers employed is video marketing. Instead of depending only on detailed biographies or comprehensive service pages, lawyers create concise and targeted videos where they present themselves, describe their services, or answer common legal questions. These videos portray the lawyer as a human being, display traits like personality and understanding, and make potential clients more inclined to be in touch. When those videos are posted on the law firm’s website, YouTube channel, LinkedIn account, and other social media platforms, they create a very strong first impression which might result in consultation requests from website visitors.
How does video marketing help a law firm attract more clients?
Video is not as hard to digest as legal jargon and it allows people to see and hear the attorney even before making a call. A professional video can cover a specific area of law in simple terms, answer fears and objections, and at the same time exhibit the lawyer’s proficiency in just a few minutes. Since the viewers feel they have already “met” the attorney, they are more likely to give the firm their trust and take the next step, which could either be contacting the firm through the website or calling the office directly.
Why are real client testimonials so powerful in legal marketing?
Real client testimonials provide social proof that the lawyer keeps his/her word. Hearing a past client talk about the company’s role in resolving an accident claim, a business dispute, or any other tough situation is much more convincing than a slogan or a pre-recorded tagline. Authentic client feedback, whether in writing or through video, demonstrates genuine outcomes and genuine relief, thereby increasing the comfort level of potential clients with that lawyer’s choice for their case.
What is the application of SEO in attracting more online cases by lawyers?
SEO is a popular tool used by many law firms who spend a lot of money on it to ensure that their sites rank very high on Google when someone looks for “nearby personal injury lawyer” or “attorney for business in [city]”. Besides, they analyze the search phrases that their potential clients would use, produce informative content that caters to those queries, and also make their sites quite fast and user-friendly on mobile. This process gradually improves the site’s ranking, increases the number of qualified visitors to the site, and thereby also the number of inquiries and consultations the site generates.
What is the method lawyers can use to get the attention of public relations and local media?
Usually, attorneys try to gain the public’s trust by showcasing their professionalism through different media and their neighborhoods. They might give comments on legal affairs for local media, write guest columns or submit op-eds, or even participate in community and professional events. Each of these appearances cements the lawyer’s reputation as a knowledgeable and informative source. Later, when the public or the media people needing legal assistance, they are more likely to remember and reach out to the lawyer whose opinion they saw or who was interviewed.
