Five Steps For Lawyers To Improve Their Digital Marketing

Roben Walker

Managing Partner at Price Benowitz and CEO of BluShark Digital (blusharkdigital.com), a digital marketing agency that specializes in SEO.

Digital marketing provides professionals with the opportunity to grow their businesses and audiences. However, if you’re a lawyer, your work schedule can probably be quite demanding, and learning how to market your legal services can be a time-consuming process. You may not have the time to become an expert in digital marketing, but you can still easily improve your digital footprint in five quick steps. Outlined below are my five essential steps to help you market your legal services and maximize your leads. 

Step 1: Get Local Leads With Directories And Listings 

When prospective clients and customers are looking for particular services, they will often visit directories and online listings. These list your legal firm and services and allow you to get your business’s name, website, phone number and address to potential clients in your area. Specific directories even exist just for lawyers and law firms, such as Avvo, Nolo, Martindale and Justia. There are also larger directories such as Yelp, Yellow Pages and Apple Maps where you can list your firm. By listing your legal services across these sites, you are building a path for potential clients to find your services. These listings boost your visibility, which can lead to increased traffic and more potential leads. 

Step 2: Boost Your Online Presence Through Google My Business 

People are online each and every day; thus, it’s important that your legal firm and services have an online presence. Google My Business is a great way to promote your legal services online to potential clients for free. A Google My Business listing showcases company information such as name, phone number, address, business hours and what services you provide. You also can include pictures of your office. Creating a Google My Business listing also can boost your online presence and help you build trust with potential clients through reviews. 

Step 3: Build Trust Through Client Reviews

After you maximize your online presence, focus on building a reputation online. An easy way to build your reputation and credibility is through client reviews. A good review can help legitimize your work and enable others to understand what to expect from your services. Positive client reviews tell other potential clients that your firm and legal services are reliable and trustworthy. 

While it’s important to collect good reviews, it’s also important to avoid receiving bad reviews. Therefore, the next time you have a client satisfied with your services and happy with their case, encourage them to write a review on your listing. These reviews can also act as feedback and suggestions from your clients that you can use to improve your services. 

Step 4: Encourage Clients To Consider Your Services With Risk-Free Offers

Another way to generate leads and draw in potential clients is through advertising risk-free offers or free consultations. A risk-free offer gives potential clients the opportunity to try something before they have to commit to it. For potential clients seeking legal services, it can be a stressful and overwhelming process. By offering a free consultation or case evaluation, you can help potential clients consider their options and be seen as a legal resource for them. This allows clients to slowly enter the process without the stress of committing to a service.

Step 5: Target Specific Audiences Through Paid Ads

Lastly, consider paid ads to help you improve your digital marketing efforts. Paid ads help you target specific audiences and allow you to quickly gather insights so you can understand your client base better. Many businesses use Google Ads to run their paid ads and look at audience insights through their Google Ads dashboard. You can apply what you learn from these insights to future promotions, allowing you to refine your audiences and adjust your efforts accordingly. 

Digital marketing is a cumulative process, with each action adding to and building up your overall presence online, but it doesn’t have to be time-consuming. By following these steps, you can easily improve your digital marketing strategies and generate more leads for your firm. 


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