The best form of advertising is rarely a single channel; instead, law firms should implement a solid multi-channel strategy that catches potential clients in places where they’re most active. 

You also need to take into account stages of the customer journey - for example, Google Ads are ideal for leads in the decision stage who are actively searching for legal services. With the right keywords, you can outrank your competitors on the search engine results page and encourage potential clients to check out your website first. 

Prospective clients in the awareness or consideration stage will require more nurturing before they’re ready to convert - this is where educational content marketing and social media ads will help you gain their trust and confirm that they need the services you can offer.

On top of that, your advertising strategy needs to take into account your budget, goals, competitor analysis and audience behaviours. Speak to our team to find out more about a custom strategy and how this can be applied to your law firm.

SEO or search engine optimisation is used in law firm marketing to increase online visibility, improve authority (a feature highly desired by certain search engines), and outperform competitors. The best SEO strategy uses a combination of:

• On-page SEO - this helps your organic search ranking and includes optimising your website content, structuring your site in a user-friendly way, and implementing an internal linking strategy
• Technical SEO - this compliments on-page SEO for lawyers and helps improve the health of your website, such as fixing broken links and increasing your website speed
• Link building - as Google looks more favourably on authoritative websites, a link-building strategy helps you build trust and relevancy by connecting your business to other reputable brands

Local SEO is crucial for law firms who want to capture more market share, especially if you offer your services across multiple cities and states. This strategy can boost your rankings across a number of location-based searches, ensuring you show up online at the time when your prospective clients are actively seeking your services. 

Social media remains a great way to engage with your audience and build brand awareness. With so many platforms now available, it can be hard to utilise each one effectively. Firstly, you should work out which platforms your target audience is most receptive to and focus on those. Next, make sure you post a mixture of content, such as educational blog posts, brand stories that inject personality, and a sprinkling of soft sells with clear call to actions. 

To accompany your organic posts, you can implement a paid social media strategy. Facebook, Instagram, and LinkedIn ads can help you extend your reach, boost your online presence, and generate more high-quality leads. With a tool like EngineRoom, you can also track your campaign performance from one platform and ensure your ad budget is put to optimal use.