Online Advertising For Law Firms: How to Generate New Clients

Building your online presence is a critical part of advertising for your law firm. Online advertising has the potential to bring in a large number of clients, particularly since clients who are searching for a law firm in a hurry are likely to turn to the internet to provide them with information about the firms in their area.

No matter what type of law you practice, it’s important that you build your online presence in order to generate a larger number of clients for your firm.

Increase Your Organic Search Rankings

As a law firm, you often see clients when they’re desperate or in a hurry to sign on a lawyer. Many people start looking for a lawyer when they find out they need one due to their legal situation.

A quick Google search may be the first awareness of what law firms are practicing in their area. Falling below the first few search results can significantly decrease your chances of being seen.

In fact, 95% of search traffic comes from the first page of search engine results and most of these clicks go to the top few ranking websites.

Make sure you’re following these key tips to ensure that your law firm appears in those critical top results, increasing your SEO and building your business as a result.

Get Involved With Pay Per Click

Part of building search engine optimization may also include opting for paid ads, which will help highlight your firm and help push you higher on the search engine results page.

With pay per click, you pay each time someone clicks on your advertisement. With personal injury law firms, this can get expensive since these keywords can cost hundreds of dollars per click.

However, it’s economical for many other industries as well. If you’re looking to get listed in search engines quickly, PPC is a great option to start driving traffic quickly.


Build Your Social Media Presence

Social media is an excellent location to build your platform and your network. With 2.13 billion active users logging onto Facebook every month, it’s evident that this is a platform that you can’t afford to ignore.

Unfortunately, all too many lawyers fall into the trap of posting static, vague posts that are of little use to the people who are reading them. As a result, you may find yourself wondering if social media marketing is really worthwhile for your law firm. The short answer? It is–but only if you do it correctly.

Leverage social media ads. Facebook’s ads track customer interest in certain topics as well as past searches, which means that you can craft ads that are specifically designed to reach individuals who are looking for information about the type of law you practice.

Social media ads can also be specifically targeted to reach exactly the type of individual you’d like to have as your client, helping to narrow the people that you target with your ads.

Pay attention to hot topics. What is it that people genuinely want to know about? What types of information will generate awareness of your firm? For example, as a divorce attorney, you might consistently post information that will help people start over, rebuild their finances, or handle custody of the kids following a divorce.

A criminal attorney might keep a close eye on local events to help generate content that will be helpful to people in the area.

Keep building your presence. Posts that are designed to be liked, shared, and commented on will help build interest in your website and increase awareness of your firm–and that means that when locals in your area have needs in your field of expertise, they’ll be more likely to call you.

Develop Solid Page Templates

A landing page is a page intended to help tell customers exactly what to do when they’ve reached your site. They might have arrived there via an ad, through a social media post, or through an email–and chances are, they did so for a specific reason.

Make it easy for them to find the action they’re looking for, whether it’s providing you with critical information so that you can add them to an email list or contact them, make a phone call to your office, or read a specific post. Landing pages should include an intuitive design, be void of as much clutter as possible, and include only the necessary links in order to increase their efficiency and help you make the most of your online marketing efforts.

Improve Your Firm’s Content Creation

As a law firm, one of your most important online advertisements is the content you create. Your content will do more than just increase SEO and draw people to your website. It’s also a clear indication of your expertise in your field and how much you care about your clients. Keep these standards in mind when writing or outsourcing content for your firm.

Developing your online presence is a critical part of advertising for today’s law firms. You can’t afford to miss out on all the benefits that online advertising offers. Beginning with these simple strategies, you can increase your business and make it easier for the right clients to find your business.


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Casey Meraz

Casey is the founder and president of Ethical SEO Consulting and Juris Digital based in Denver, CO. Casey's specialties are in organic and local SEO. He is a regular contributor to the Moz Blog and the author of How To Perform The Ultimate Local SEO Audit. If you have an SEO question or need advice please feel free to reach out by email: Follow Casey on Twitter @CaseyMeraz.