Digital marketing is essential for connecting with potential clients. These days, it’s not just a nice-to-have. It’s a critical part of building trust and growing your law firm. Without a strong online presence, even the most reputable practices risk falling behind.
But getting digital marketing right isn’t easy. Between SEO, content, social media, and tracking results, it can feel like a second full-time job. And with the wrong strategy, you could waste time and money on efforts that don’t deliver.
Let’s look at six of the most common challenges law firms face with digital marketing—and how to tackle each one.
1. Unimpressive Search Engine Results
Ranking high on Google matters. When people search for legal help, they often click one of the first few links they see. If your law firm isn’t there, they may never find you.
But getting to the top of the search results takes more than a few keywords. Google prioritizes content that’s helpful, trustworthy, and easy to navigate. Here are a few ways to improve your visibility:
- Use specific keywords that reflect your top practice areas and location.
- Add those keywords to your titles, page headers, and URLs.
- Make sure your website answers the questions potential clients are asking.
- Get links from trusted sources like legal directories, news sites, or partners.
- Speed up your site and make sure it works well on phones and tablets.
Strong SEO takes time, but it pays off by bringing the right people to your site.
2. A Small or Inactive Social Media Presence
Most law firms have at least one social media profile—but posting now and then isn’t enough to build trust or stay top of mind.
Different platforms serve different audiences. LinkedIn is great for referrals and professional connections. Facebook can help you reach clients in your community. TikTok or Instagram might work if your practice is more consumer-facing.
Whatever platform you choose, the goal is the same: build credibility and keep potential clients engaged. Post regularly. Share helpful information. Let your personality and values come through.
Don’t try to be everywhere at once. Pick one or two channels that align with your goals and stick with them.
3. Attracting the Wrong Leads
If your website is getting traffic but few real inquiries, you may be attracting the wrong audience.
Often, this comes down to unclear messaging. Be specific about your practice areas. A family law attorney focused on custody cases should say so. A personal injury lawyer with deep experience in slip-and-fall claims should highlight that.
Clear, focused content helps the right people recognize your firm as a good fit—and filters out visitors who aren’t likely to reach out.
4. Leads That Don’t Convert to Clients
Getting contact info is just the start. The next step is turning leads into actual clients. If people fill out your form or call once but don’t follow through, you could be facing one of these issues:
- Website friction: If your site looks outdated or is hard to navigate, visitors might leave right away. A clean layout and clear message help build trust.
- No reason to take action: Give people a reason to contact you—like a free consultation or helpful guide.
- Slow follow-up: If someone calls and doesn’t hear back quickly, they’ll move on. Make sure your intake process includes fast callbacks or email replies.
Improving your conversion rate doesn’t always mean getting more visitors—it often means removing barriers that keep them from saying yes.
5. Keeping Up With Digital Marketing Trends
The pace of online marketing can feel overwhelming. New platforms pop up, search engines change how they rank websites, and client expectations shift.
That doesn’t mean you need to chase every new trend. But staying open to new ideas and paying attention to what works can make a big difference.
Try new tools or approaches when they make sense. And if marketing isn’t your strength, consider working with a team that keeps up with changes so you don’t have to.
6. Confusing Metrics That Don’t Tell a Clear Story
You might be tracking traffic, likes, or views—but do you know what they really say about your business?
Here are a few useful metrics, along with how they relate to common goals:
- Impressions show how many people are seeing your content. If your goal is brand awareness—especially when launching a new campaign or introducing your firm to a new audience—this metric helps you track whether your name is getting in front of more people.
- Engagement includes likes, comments, and shares. It shows whether your content is capturing attention and sparking interaction. If your goal is to build relationships or establish your voice as a trusted resource, engagement metrics show how well you’re doing.
- Bounce rate tells you how many visitors leave your site after viewing just one page. If your goal is to encourage people to explore your services or learn more through blog posts, a high bounce rate may signal that your content or navigation isn’t working well.
- Conversions track when someone takes a meaningful step—like calling your office or booking a consultation. This is the clearest indicator of marketing success when your goal is to generate more clients or secure new cases.
You don’t need to monitor everything—just focus on the numbers that help you make better choices.
Take the Guesswork Out of Attorney Digital Marketing
Digital marketing for a law firm can feel like a moving target—but it doesn’t have to. When you have a strategy that speaks directly to your audience, builds trust, and supports your business goals, everything gets easier.
That’s what Scorpion helps you build. Schedule a consultation today to find out how we can support your growth.
