How to Promote a Law Firm in the Digital Age

How to Promote a Law Firm in the Digital Age

In the hyper-competitive legal industry, digitally separating your firm from your competitors can be a tall task.

Though promoting a law firm is similar to marketing any other business, there are a few key differences that can make or break the impact of your digital footprint. It is crucial that your firm aggressively undertake and employ a digital marketing strategy that includes SEO for a law firm. Having a well-devised SEO strategy for a law firm is an important part of your digital promotion work.

Devising an SEO Strategy

The first step in implementing a search engine optimization strategy is devising a list of relevant keywords for your firm. These keywords include your legal practice areas as well as the location or locations your firm wants to target. For example, “Divorce Attorney in Columbus, Ohio” is a relevant keyword string for a law firm that is practicing divorce law in Columbus, Ohio. If your firm in Chicago practices personal injury, then “Personal Injury Lawyer in Chicago, Illinois” would be a quality keyword string for your site.

After creating this initial list of keywords that is important to your firm’s business goals, it is time to implement them on your website. This can be done by implementing the keywords throughout the existing content on your site, if you have published webpages, or creating new pages that use relevant keyword phrases that complement the topic of the page.

Read Also: 14 Best Off-Page SEO Techniques 2019 that will Boost your Traffic

Each page must hit an appropriate keyword density ratio to impact your Google keyword rankings. This is an important metric for measuring the success of your SEO campaign. In addition to keyword-filled content pages, it is important that you also publish regularly updated content through a blog section on your site. Much like content pages, your blog posts should be filled with the relevant keywords pertaining to the topic on which you are writing.

Why Do I Need to Use Keywords?

Keywords are the most important component of SEO strategy. Without proper development and implementation throughout your website’s content, your firm’s site will not be found through search engines. Not utilizing search engines to put more eyes on your site is not something you want to take a chance on. A well-developed and executed SEO plan include keyword implementation. Simply put, if you want to be found on search engines like Google and Bing, you need to understand keywords and how they affect your organic web presence.

If you correctly implement keywords and continuously improve your content for SEO, you will have an effective digital presence without pay

Other Digital Marketing Initiates

While implementing effective SEO practices is an important piece of your promotional strategy, it is just one component in a complete digital marketing plan. Along with SEO, there are few other tactics your firm should employ to create a lasting digital footprint that separates you from your competition.

Read Also: SEO Ranking Factors 2020: 7 Strategies Which Can’t be Missed

Pay-Per-Click Advertising

The advertising strategy known as pay-per-click or PPC advertising uses search engine advertising to generate traffic to your website when a user clicks on the ad. This differs from organic SEO practices because you pay for the number of clicks you receive. PPC ads are prevalent in nearly all local searches on Google. They are housed at the top of the first page after a search.

Once you devise a PPC strategy based on the kind of advertising you want to do, you will begin to pay for the ads you implement after Google users click on your ad. Thus, the name pay-per-click. Based on the type of ad you run with Google AdWords, you will pay a set amount. This figure can vary depending on the competition that uses similar ads and the time of day you want the advertisement to appear. PPC is an effective method of digital marketing because it brings interested users directly to your website. The cost is offset by the number of conversions that PPC ads typically bring. If you pay $10 for an ad that results in a new client, you have paid for the add while still adding revenue to your bottom line.

Social Media Optimization

Another piece of the puzzle that is digital marketing, is social media optimization. With the boom in social media users, businesses are looking to target that new audience. By effectively implementing a social media optimization strategy, your firm can directly engage with potential clients. In addition to connecting with your client base, using social media effectively will also increase your firm’s digital visibility and strengthen your presence.

Each of these competencies is crucial for giving your firm a boost in its digital presence, relevance, and sales.


I am a Digital Marketing Professional with 5+ years of experience in SEO/SEM/SMM/PPC for various brands and online businesses. I have extensive experience in developing, leading, and delivering high-profile, multiple-channel campaigns and digital transformation. Also, I have expertise in B2B Lead Generation.

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