Previously, the legal industry had been viewed as been a face-to-face, pen-and-paper industry. However, the digital transformation of law firms, not to mention the demands of an increasingly varied customer base has meant that many law firms have lost competitive edges over their larger compatriots. One way to retain a competitive edge is by exploring other options in regard to promotion, including highly specialised and engaging digital marketing.


For your law firm’s digital strategy, it’s best to start with the basics. You need to assess the situation of your markets, the actions of your competitors and what the future holds for the legal industry and the only way to find this out is by conducting thorough market research.

Although some fledgling law firms might regard this as time-consuming and costly, the long term benefits are immeasurable. Not only can understand the nature of your competition and identify gaps in the market which they are not exploring, you can also understand the wider factors affecting the legal market, including technological, social, economic and political factors.

By understanding and processing this information, your law firm will be able to position itself appropriately for your target audience.


However, how can you ensure that people choose your services ahead of other law firms? The largest and most successful law firms have a clear value proposition and can explain the vital question of ‘why they do it’.

Very few mid-market law firms are able to explain this and the ones that can usually have prominent digital presences. If you want to start formulating the ‘why’ for your law firm, a good place to start is by answering the following questions:

  • Why does your law firm exist, ignoring revenues and profits?
  • How can you impact your market and change it forever?
  • If your law firm was a person, how would you describe them?
  • What single world encapsulates the values and ethos of your law firm?
  • What emotional and rational factors are most important to you, and your brand’s identity?

Creating Your Website Content

If you can confidently and coherently answer the above questions, then it’s time to start setting up your website and ranking on the search engines. Although most companies have a simple shell already created for their online presence, the best performing law firms will cover all bases by creating location-specific, sector-specific and service-specific landing pages with correct headers, meta description, URL, alt-tags and image tags to best suit their markets.

By providing your customers with this clear pathway on your website, and informing them about your legal services through appropriate copy and imagery, you increase the chance of your customers converting on your website through enquiries, emails and calls.

Consequently, by having these content-rich pages with correct on-page and off-page SEO, your law firm will quickly be able to rank on page one for all major search engines.

Starting on Social Media

Ranking for search engines and having a good website is a good step forward, but law firms should not neglect another essential part of digital marketing – social media.

Some of the most enterprising and forward-thinking law firms have been able to carve out operational niches by promoting themselves and their brand through detailed content, customer success stories, case studies and other information on Facebook, LinkedIn and Twitter. What’s more, the direct response opportunities on these platforms has presented these law firms with a chance to generate qualified leads at a low cost using lead generation forms and advertising.

Once you’ve completed all of the above, you’ll have taken the first steps to differentiate your law firm and sowed the seeds for an effective long-term digital strategy for your law firm. However, you should always be aware of new opportunities for digital marketing for your law firm and keep reviewing your content to improve it whenever possible. The future of the legal sector is digital and your law firm needs to be ready for it.


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