Legal Marketing Has Gone Digital
The legal industry is one of the most competitive spaces in digital marketing. With some keywords costing $200+ per click on Google Ads, law firms need smart strategies to generate cases cost-effectively. Here’s how to build a digital marketing engine for your practice.
SEO for Law Firms
Organic search is the most cost-effective long-term strategy for law firms. Target practice-area keywords (“personal injury lawyer [city]”), condition-specific terms (“car accident attorney near me”), and informational queries (“what to do after a car accident”).
Create detailed practice area pages for every service you offer. Each page should target specific keywords, answer common client questions, and include clear calls-to-action for consultations.
Local SEO Is Critical
Most legal searches have local intent. Optimize your Google Business Profile with practice areas, office photos, and attorney bios. Generate reviews from satisfied clients — the law firm with the most positive reviews in your area has a massive advantage.
PPC for Immediate Cases
Google Ads delivers immediate leads but requires careful management due to high CPCs in legal. Focus on high-intent keywords, use negative keywords aggressively to filter unqualified clicks, optimize landing pages for conversion, and track cost per qualified lead (not just cost per click).
Call-only ads and call extensions are particularly effective for law firms, as many potential clients prefer to call directly.
Content Marketing for Authority
Legal content marketing builds authority and generates organic traffic. Write about common legal questions, explain processes and what clients should expect, create guides about specific legal situations, and produce video content explaining complex legal topics in simple terms.
Reputation Management
For law firms, online reputation is everything. Potential clients research attorneys extensively before making contact. Build a strong review profile, respond professionally to all reviews (within ethical guidelines), and monitor your firm’s online mentions.
Ethics and Compliance
Legal marketing must comply with state bar rules regarding advertising, testimonials, and guarantees. Work with a marketing agency that understands legal advertising regulations.
Grow Your Legal Practice
Brandastic helps law firms across Southern California build their digital presence and generate qualified case inquiries. Get a free legal marketing consultation.
