Legal Marketing Strategies to Increase Leads and Website Traffic


There is a world of digital marketing strategies that law firms can use to find clients online. But what happens when you feel like you’ve covered all the bases and hit a plateau? Now is the time to think outside the box.

It’s no surprise that the legal industry is a highly competitive space, so simply sticking to the basics won’t be enough. You need to be creative in marketing your law firm in order to stand out and move forward.

Here are 10 smart and creative marketing ideas for law firms looking to drive traffic to their website and attract more clients.

Your customers and potential customers scour the internet for legal documents, local laws, and more. Why not put all the information they need in one place, drawing users straight to you?

You can publish a resource library on your website that contains all the important information your clients would need regarding their legal issue. Not only will this serve as a resource for your existing customers, but it will attract more users who are looking for this information.

Execution Search engine optimization (SEO) can also help your resource library rank for searchable keywords and attract authority-building backlinks. An information “hub” for your website is a creative way to help your law firm reach more people online.


Content items like infographicsebooks, videos, how-to guides, etc. can become valuable link magnets and lead generation tools for your website.

We recommend creating information-rich resources that your target audience is eager to download, access, and read. Compelling content assets will encourage users to provide their content information (usually their email address) in order to access content.

With this information, you can then track users as potential leads. You could also attract backlinks from other websites that want to reference your amazing content.

Many lawyers know that video marketing is the way of the future, but few think of Facebook Live as an effective form of marketing. However, countless studies show that Facebook Live video can even be more engaging than traditional videos.

You can make live videos via your personal page or your professional Facebook page. With Facebook Live, you are likely to generate more reach than other forms of organic (unpaid) Facebook marketing.

It is best to ask your clients what questions they had before, during and after the legal process. You can then make a series of videos answering these questions and covering other topics relevant to your audience.

You can even download your Facebook Live videos and upload them to YouTube for even more organic reach. Combine that with SEO and it can be a great way to generate more traffic and leads.

YouTube is the #1 platform for video marketing and a powerful tool to help law firms get noticed online. YouTube SEO lets you rank for searchable keywords so people can find your content, learn more about you, and ideally contact you to work with you.

tools like TubeBuddy help you find keywords to use in your YouTube videos so you have the best chance of ranking. Use keywords in your video title, description, and tags to improve SEO. You can then embed your video in a blog post on your website to drive even more engagement and traffic.

If you picture yourself as a public speaker, events and conferences can be a great place to generate leads. Not only are you able to share your expertise with potential clients, but you can also build valuable relationships with other law firms in the process.

Conferences like LabCon Lawyerthe ABA TECHSHOWand the Clio Cloud Conference are great places to get your law firm noticed. You can ask to speak at these events or simply attend the workshops and network with other lawyers. Don’t forget to bring business cards!

Want to help someone pay for their education? Make a difference in someone’s life and advertise your law firm at the same time. Creating a scholarship fund is a great way to do this.

Simply write up the application requirements for your scholarship, post them on your website, and include a form and/or instructions on how to apply. Then you can contact local media, schools, and websites to advertise your scholarship.

Doing this is a smart strategy to get more attention to your site and even attract links from other sites. And, it’s for a good cause.

Geo-specific landing pages serve a variety of purposes for law firms. On the one hand, they serve to generate organic traffic and leads. At the same time, they can be used as landing pages for your paid ads.

When writing your landing pages, be sure to do thorough keyword research to identify the key terms your audience is searching for. Then it can be helpful to hire a professional copywriter to write copy that convinces users to contact you.

Pay-Per-Click (PPC) advertising is a type of marketing that involves delivering paid advertisements for your business. You can use Google Ads, Facebook Ads and more to generate more leads for your law firm by directing users to your landing pages.

Chatbots use artificial intelligence (AI) to track website activity, interact with users, respond to inquiries, and generate leads for your business. The biggest advantage here is that chatbots can respond directly to users so you don’t have to wait by the computer or phone.

Chatbots dramatically improve response time and help prevent prospects from falling through the cracks. If you want to convert more leads to your website, use chatbot tools like ChatBot are the way to go.

Some tools will even let you check in through your mobile device, integrate with your CRM software, automate tracking, and more.

Positive client reviews have a huge impact on your law firm’s SEO. From Google My Business to Facebook to Yelp, you simply can’t afford low star ratings and negative rants from past customers.

While there are many ways to generate positive reviews, conducting exit interviews is one of the easiest. You can schedule an exit call with a client, ask to save the video as a video testimonial, and ask them to leave reviews for you on Google, Yelp, Facebook, and LinkedIn.

This personalized approach is often more effective than email outreach. Plus, it gives you the opportunity to get feedback from your customer and address any concerns BEFORE they potentially leave you a negative review.

Legal blogs and other industry-related publications often allow lawyers to share their insights in the form of interviews and guest posts. If you manage to land contributor spots on these websites, your contributions could turn into a source of traffic and leads for your business.

Publications usually don’t pay for these articles, but you can often include a link to your website and/or include a bio with information on where readers can learn more about you.

Get creative with your law firm marketing

Who says you have to stick with the status quo when it comes to marketing your law firm? While there’s something to be said for doing “what works,” it often pays to think outside the box when it comes to creative marketing ideas for law firms.

Feel free to take inspiration from any of the ideas listed in this article or think of it for yourself. The key to each of these strategies is to listen to your audience to determine what they are looking for and where. This will guide your entire law firm marketing plan.


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