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The Basics of Online Marketing for Law Firms

law firm online marketing on a laptop
Law Firms

Online marketing is important for every business—including your law firm. You must ensure you reach the clients you want to walk through the office's door. Whether you practice family law, criminal defense, high-asset divorce, or any other legal area, you want to ensure your services are well-known to the community. 

Legal marketing transforms potential clients into tangible business for your law firm. Quality online marketing focuses on search engine optimization (SEO) that captures readers' attention and makes them interested in your services. Your marketing should demonstrate your experience and skills so that clients know why they should pick you to represent them. 

The thing is, law school did not prepare you for this side of running a law firm. You are no doubt highly experienced in your legal area, but this reality of running a business is often too much for a busy attorney. 

With the right help, you can stand apart from your competition and trust marketing professionals to handle your law firm's needs. At Scorpion, our professionals are dedicated to creating and maintaining a marketing plan that builds your firm and provides a high return on investment.

We'll discuss the basics of online marketing for law firms to help you get started.

Basic Marketing Strategies You Need To Implement

There are several ways to build your law firm. The right law firm marketing strategy puts you in control of your own success. By following these basic strategies, you can intelligently build your legal practice.

Staying in Your Marketing Budget

Start by picking what types of advertising you will focus on and how much you want to spend in particular areas. Ultimately, you'll need to set an overall budget so you — and any marketing professional or team you are working with — can help you decide where to allocate that budget most effectively.

When you handle your marketing this way, you maximize your return on investment (ROI). If you work with Scorpion, you can be confident our team of legal marketing experts is optimizing your budget.

Creating Content for Your Audience

You want to create content that focuses on your particular audience. As a lawyer, your "audience" is the potential clients you want walking through the door. For example, if you are a family law attorney, you want to create content focusing on those legal issues. Whether you are creating web pages, blog posts, or social media advertising, you want something that inspires potential clients to pick your law firm over others.

Knowing how to focus on your specific audience is challenging without the help of a marketing professional. At Scorpion, our team is highly experienced in working with law firms of all sizes and focus areas. We know how to develop content and a marketing strategy designed specifically for your intended audience.

Developing a Marketing Plan

A legal marketing plan is a must-have for your firm. It outlines the strategies you will use in your online marketing. This is similar to a business plan, focusing on metric-driven checkpoints and specific goals that help you get your firm where you want it to be. This lets you develop a concrete plan with actionable steps instead of the general plans many companies offer law firms.

With a robust marketing plan, you know exactly what you are doing and the expected results. This translates into a higher ROI.

Marketing Channels To Be On

An essential strategy of any law firm's online marketing plan is to pick what "channels" to be on. Here, "channels" refer to the different types of advertising and the places to put that advertising. Some firms blanket the internet with ads with little regard for how effective that will be. However, legal marketing professionals understand that picking the right ad locations can save money and significantly increase the effectiveness of your marketing efforts.

Social Media Platforms

Social media can be a great place to advertise for your law firm. There are many different social media sites and apps that can be useful for online marketing. These include, but are not limited to, the following:

  • Facebook
  • Twitter
  • TikTok
  • Threads
  • LinkedIn
  • Instagram

There are also several ways to advertise on social media. One is to create an account for your law firm on one or multiple sites. Your social media presence helps potential clients learn about your firm, see the content you create, and potentially follow you online. This can create brand loyalty and further bolster your online presence.

You can also advertise on these platforms. Advertisements may include pay-per-click (PPC) advertisements, content posts, direct message outreach, and more. Social media sites themselves offer several advertising strategies you can pick from. Knowing what to pick can seem challenging, but a marketing professional knows what will best fit your law firm's needs.

Email Marketing

Email marketing reaches out to clients more directly and is still a powerful way to develop client relationships and foster new business. This is more specifically tailored to your audience and even to specific individuals. The right types of email marketing keep outreach specific — and to a minimum to prevent spamming a person's inbox.

Email marketing requires a consistent and knowledgeable approach. Clients appreciate emails when they are helpful and do not appreciate them when they are (or become) overwhelming. An experienced marketing team knows how to find that balance and tailor your email marketing plan to your needs.

Law Firm Website

Your law firm's website is one of the most essential parts of your online marketing. It is your firm's "face" online — and where clients will visit when seriously considering your services. 

You should create an elevated website that is visually appealing and easy to navigate. It should make it simple for clients to learn about you, your firm, and what legal services you offer. Your firm should look professional and offer concrete information to give clients confidence in your firm.

Your website should include pages that describe what you do and offer basic legal information on your practice areas. This helps drive organic search engine results for your website and demonstrates your knowledge in these areas.

Content Marketing Channels for Your Law Firm

Content marketing is a strategy to create legal content for your website and the rest of your online marketing. Legal content usually includes:

  • Landing pages
  • Blog posts
  • Social media posts
  • Videos
  • Podcasts
  • eBooks

Content marketing is more than just a simple advertisement. It helps your firm build brand awareness and demonstrate knowledge of a particular legal subject. This further fosters trust and encourages potential clients to pick you over your competitors.

Traditional Marketing Channels

Traditional marketing strategies do not occur online but often complement your online marketing strategy. Although it is not part of your direct "online" marketing strategy, traditional marketing channels could still play a crucial part in your marketing campaign. 

These strategies include:

  • Regular U.S. mail to potential clients
  • Radio and television ads
  • Sponsorships of local events
  • White or yellow pages
  • Billboards
  • Advertisements in local magazines or newspapers

How To Get Started With a Law Firm Marketing Plan

Now that you've seen the basics, you may wonder how to start with law firm marketing. Some firms attempt to handle this independently — usually with mixed or unsatisfactory results. 

You are a lawyer trained to handle cases and have a deep knowledge of your practice area. You are likely not a marketing expert, nor must you be. When you leave your online advertising to marketing professionals, you can focus on your cases and ultimately increase your bottom line.

A law firm marketing company knows how to handle your online presence. Scorpion has experience working with law firms in many practice areas, including:

  • Criminal Defense
  • Immigration
  • Personal injury
  • Employment law
  • Estate planning and probate
  • General legal
  • Bankruptcy
  • Family law

You can schedule your consultation with a marketing team to help you develop your plan, website, budget, and more. Once your website is live, Scorpion can customize an advertising plan across multiple online channels. 

We will research which channels are best for your particular needs and will best attract the clients you want. Our team can develop an entire online marketing strategy specific to your law firm — not a cookie-cutter approach like the ones many marketing companies offer.

Boost Your Law Firm's Online Presence

Scorpion Legal has what it takes to develop and manage your online marketing plan. Our legal marketing services are the best way to improve your client intake and grow your business. Thousands of law firms trust us because we get demonstrable results. We offer cutting-edge technology that makes it easy to customize your approach and boost your law firm's online presence.

Our team will help you increase your online presence, streamline your marketing efforts, and attract your desired clients. We work within our clients' budgets, so you can always control your spending but still see a high ROI. This frees you up to focus on your cases and higher-earning legal work rather than being bogged down by self-created marketing strategies.

Our experienced team is here to help you build the online marketing campaign you need. Get started with us today to learn more.

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