Ultimate Guide to Marketing your Law Firm in 2024 -Ray Legal Marketing

Table of Contents

Marketing your law firm can be a daunting task, especially in today’s highly competitive legal industry and the age of ChatGPT

With the ever-evolving digital landscape, it’s important to have a strong marketing strategy in place. 

However, with the right strategy, you can attract more clients, establish your brand, and increase your revenue. 

According to recent research:

  • 85% of potential clients rely on Google as their primary source of information when searching for a lawyer. 
  • An impressive 70% of law firms have successfully obtained new cases through their websites. 
  • 84% of law firms generate leads through organic social media traffic.

In this guide, we’ll share 15 proven tactics that you can use to market your law firm in 2024 and beyond. 

Whether you’re a solo practitioner or part of a large law firm, these tactics will help you attract more clients and grow your practice.

Build A Brand Story  That Stand Out

As a lawyer, you’re an expert in the law. But when it comes to marketing your personal and professional brand or your law firm, you find it challenging to stand out from the crowd.

That’s where crafting a brand story comes in. 

Your brand story is the unique narrative that defines your law firm’s values, mission, and personality.

It’s what sets you apart from your competitors and makes you memorable to potential clients.

Think about it: when you hear the name “Coca-Cola,” what comes to mind? 

The brand’s iconic red and white logo, its signature taste, and its classic advertising campaigns are all part of its brand story. 

When you create a strong brand story for your law firm, you can achieve the same level of recognition and loyalty.

Start by defining your values and mission, and think about what makes your firm unique. Then, use your brand story to inform your marketing strategy and ensure that all of your messaging is consistent with your brand identity. 

For example, Arnold & Porter highlights its industry-focused solution and emphasizes its personalized approach to legal services.

The Ultimate Guide to Marketing Your Law Firm in 2024 | Law Firms Landing page

What’s your law firm’s USP?

Once you’ve identified what sets your law firm apart, you can use that unique value proposition to connect with your target audience. 

This includes incorporating it into your branding efforts, such as creating a distinctive law firm logo and designing a website that reflects your brand’s personality and values.

For example, we can clearly see what’s unique about Kirkland & Ellis,

The Ultimate Guide to Marketing Your Law Firm in 2024 | Website Landing page

They have developed a brand identity that emphasizes their approach to helping people with criminal charges.

How can you set yourself apart from the competition?

One of the most effective ways to differentiate your law firm from the competition is through your brand messaging, including your tagline.

Instead of using a generic tagline such as “Quality Legal Solutions” or “Your Legal Team,” consider creating a more descriptive and memorable message that captures the essence of your firm.

For instance, Fountain Court is a good example,

Another effective way to distinguish your law firm from others is through the tone of your messaging. 

While many law firms tend to use a formal and academic tone, no rule says you can’t adopt a more approachable and conversational style that better resonates with your target audience

By developing a distinctive tone that reflects your brand and values, you can stand out from other law firms and establish a more personal connection with potential clients.

Check out the language/tone used in this example from Ignition Law,

After developing your branding and messaging, the next step is to integrate it across all your marketing channels. This means incorporating your brand elements, such as your logo, tagline, and messaging, into your website, social media profiles, and professional networks.

Establish Your Law Firm's  Credibility & Authority

To establish credibility, authority, and capability, it’s important to combine passive and active marketing activities in your law firm’s marketing plan.

Passive marketing involves ongoing and evergreen activities, such as your law firm’s website copywriting and design.

For instance, well-written website copy showcasing your expertise and experience in your practice areas can build credibility and authority for your firm.

Here’s an excellent example of how to create credibility right away.

Shoosmiths demonstrate their instant authority by showing their experience, turnover, and employees right on the homepage. 

Let’s examine what prospective consumers want to see on your law firm’s website.

Testimonials and reviews from clients

When potential clients visit your law firm’s website, it’s important to give them what they’re looking for. 

One key element that can help build trust and credibility are client testimonials and reviews.

It’s essential to prominently feature positive testimonials and reviews from past clients on your website. 

You can choose to create a dedicated page for testimonials or incorporate them into your homepage or other key pages. 

Whichever approach you choose, make sure the testimonials are easy to read and stand out visually.

See this example from Harris-Sliwoski

examples law marketing | Client Success | Ray Legal Marketing

Irwin Mitchell is another great example of showcasing reviews on the homepage and establishing credibility right off the bat.

The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies

To take your law firm’s credibility to the next level, we recommend creating video testimonials for your website. Video testimonials are widely perceived as more trustworthy and authentic than written ones, as they are less likely to be fabricated or manipulated.

Awards you have received

Don’t hesitate to showcase your achievements and recognition on your website, as this can instantly enhance your reputation and establish your firm as a trusted authority in your field. 

Including logos or images of the awards can be even more visually impactful and help you stand out from your competitors.

While text descriptions are important for SEO purposes, incorporating images and graphics can make your website more visually appealing and engaging for potential clients.

Here’s an example from Shoosmith,

The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies

Show your expertise by highlighting successful case studies

Demonstrating your expertise through case studies and successful cases can instill confidence in potential clients.

One way to showcase your successes is by creating a dedicated page on your website that highlights your past cases like Hogan Lovells does with their comprehensive and organized page.

By making it easy for clients to find cases similar to theirs, you can help them feel more confident in your ability to handle their legal matters.

Run an SEO Campaign To  Improve Visibility in SERP's

Why settle for being buried on the second or third page of Google search results when you can boost your law firm’s online visibility and attract more potential clients? 

With 75% of people never venturing beyond the first page of Google and 93% of online experiences beginning with a search engine, law firms must prioritize their SEO efforts in 2024.

While good keyword research, professional titles and descriptions, optimized images, logical website architecture, and fast, secure hosting are always necessary, there are additional areas of SEO to consider for effective law firm marketing.

Let’s take a look at those areas of SEO.

Focus on your website

Content is king when it comes to SEO for law firms. The goal should be to establish yourself as a go-to source of information and expertise in your practice area. 

To do that, it’s important to create original and comprehensive content that answers the questions your target audience is asking. 

By providing valuable information, you’ll become a trusted authority in your field. 

A great example of this is Axiom, they create detailed blog posts and articles that address common legal issues and concerns faced by their clients. 

the Ultimate Guide to Marketing Your Law Firm in 2023

The creation of high-quality content provides an opportunity to increase your chances of ranking at the top of Google’s search results.

Feature Snippet

divorce settlement be reopened in USA ? | Ray Legal Marketing | SEO

Achieving a featured snippet, also known as position zero, is a great way to increase your law firm’s visibility and establish yourself as an authority in your practice area. 

By creating high-quality content that answers specific legal questions, you can improve your chances of appearing in this coveted position on Google’s SERP. 

Take inspiration from the above example of Holmes & Hill, who dominate the first page of Google for a legal query “Can a divorce financial settlement be reopened?”

They are listed in position zero in the organic rankings because, in Google’s opinion, they offer the best response to the query.

 That is, they wrote the best content about the topic: 

Divorce Settlement | The Ultimate Guide to Marketing Your Law Firm in 2024: 15 Proven Strategies | Ray Legal Marketing

Get more inbound links

Getting inbound links is crucial for improving your law firm’s search engine rankings

High-quality inbound links act as a vote of confidence for your website in the eyes of Google. To acquire more inbound links, focus on creating high-quality content that people are likely to share. 

Additionally, joining associations and participating in legal awards can help increase your visibility and credibility, leading to more inbound links from other reputable websites. 

Remember, the more high-quality links you have pointing to your website, the more Google views your website as a credible source of information.

Here are some other strategies to help you attract more links: 

How to Get inbound Links

Onsite Optimization

Onsite optimization is a crucial component of SEO that involves making various adjustments to your website to improve its search engine friendliness. 

This process includes optimizing your website’s architecture, content, and code, among other elements. 

It often requires technical knowledge and the expertise of an SEO specialist, such as a law firm SEO service, to ensure your website is properly optimized for search engines. 

By implementing effective onsite optimization strategies, you can enhance your website’s visibility and increase your chances of ranking higher in search engine results pages.

Top Onsite Optimization Items

Improve local SEO

In today’s digital age, most consumers search for local businesses online before making a purchase decision. 

Law firms are no exception, and without proper local SEO optimization, you could be missing out on potential clients. 

One effective strategy to improve your local SEO is to:

Build citation in top legal directories

This includes adding structured citations in online directories like The Legal 500,  The Law Society, and Avvo, as well as unstructured citations on blogs, government websites, media websites, etc.

Here’s what “The Legal 500” listing looks like:

MSB Attorneys Screenshots

Write Blog Posts and Articles  In Your Practice Areas

By creating and sharing legal content, you can establish yourself and your law firm as a thought leader in your practice area, demonstrate your expertise to potential clients, and improve your website’s visibility on search engines. 

You can offer various types of legal resources such as case studies, whitepapers, e-books, infographics, and webinars. 

Providing high-quality legal content can also help you attract links from other websites, which can further improve your search engine rankings.

Demonstrate know-how and expertise in your main practice areas

Best Lawyers publishes a wide range of articles on their website, reflecting their many practice areas.

Legal News, Editorial, insights, and Press | Ray Legal Marketing | Content Marketing

The key thing to remember is to consistently provide quality content on topics that you’re passionate about. That way, you’ll not only attract potential clients but also position yourself as a thought leader in the industry. 

And the more you blog, the more opportunities you’ll have to share your insights and expertise with others. 

Create Promotional & Educational Video Content

Video marketing is a powerful tool that can set you apart from the competition, boost your search engine rankings, and increase engagement with your audience. 

In fact, incorporating video into your website and social media content can make you 53 times more likely to appear on the first page of Google search results! Don’t be intimidated by the video. With a little effort, you can create high-quality, engaging content that showcases your expertise and resonates with your target audience.  From client testimonials to educational videos on common legal issues, the possibilities are endless.  To attract new clients with video, there are several areas where you can focus your attention.

Promotional videos

Promotional videos usually introduce your firm and your lawyers to the world. They are often highly polished, like this one from SPS Global:

Video Message About Attorneys | about Us The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies | Ray Legal Marketing

Don’t underestimate the power of video testimonials from satisfied clients. They can be a powerful tool for building credibility and authority, helping to convince potential clients that you’re the right person for the job. 

Consider reaching out to your best clients and asking them to share their positive experiences on camera.

A great example of this is PotterBurnett having a separate section for their client video testimonials, 

Client Testimonials | Ray Legal Marketing | Video Marketing

Educational videos

If you want to showcase your expertise and attract potential clients, educational videos can be a powerful tool. 

By addressing common questions and concerns in your practice areas, you can demonstrate your knowledge and build trust with your audience. 

Take an example from PotterBurnett  and create videos that address your clients’ major FAQs.

The importance of quality in video content

When it comes to creating videos for your law firm, it’s important to consider the quality of the content you’re producing.

While expensive, high-production, scripted videos can be effective in some contexts, it’s important to portray a professional and polished image in your promotional videos. 

On the other hand, educational videos are more focused on providing information to potential clients and don’t necessarily require a polished approach.

In fact, an approachable lawyer in a less-produced video may resonate better with clients. Ultimately, focus on substance over production value.

If you’re interested in incorporating video into your marketing strategy, check out our article on video marketing techniques for lawyers

Craft Compelling  Lawyers Biographies

Your law firm’s success is heavily reliant on the skills and expertise of your lawyers. 

It’s crucial to showcase the exceptional quality of your team by creating compelling lawyer bios for each member of your firm.

Unfortunately, most law firm bios are dry and read like a resume.

Your potential clients are searching for more than just a lawyer with the right education and credentials; they want to connect with someone approachable, experienced, and capable of delivering the results they need.

To create an effective lawyer bio, consider including,

A high-quality photo

A lawyer’s bio photo needs to be of professional quality, like this one from Hogan Lovells,

About Attorneys | about Us The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies | Ray Legal Marketing

A value proposition

What can you provide for your clients, and why should they choose you?

It’s a good idea to start with a value proposition, like the lawyers at Wiggin LLPA value proposition

Email Marketing | Ultimate Guide to Marketing your Law Firm in 2024 | RLM | Ray Legal Marketing

Professional Qualifications / Experience of the lawyer

A common mistake many lawyers make is to use their bio solely to list their educational background, qualifications, and experience. While these details are important, they should not be the only focus.

An effective lawyer bio should showcase the lawyer’s experience and expertise while also conveying their personality and approachability. Potential clients want to know that their lawyer has the skills and knowledge to handle their case, but they also want to feel comfortable working with them

One way to strike this balance is to include tabs on the bio page that highlight the lawyer’s relevant credentials, such as education and experience, while also providing information on their personality, interests, and approach to the law.

Clifford Chance, for example, has successfully implemented this strategy on their website.

About Attorneys | about Us The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies | Ray Legal Marketing

Prominent Contact info

If you want potential clients to contact you, make sure your contact information is easy to find and prominently displayed on your website.

This includes your phone number, email address, and physical address.

By making it easy for people to reach out to you, you’re increasing the chances of getting more leads and clients.

Justine Abel of Ashurst is a great example of prominently displaying contact information on her website.

about Us The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies | Ray Legal Marketing

Develop a Resource Center

If you’re looking to take your content marketing strategy to the next level, creating a comprehensive resource center on your website is a great way to go.

By offering a wide range of resources related to your practice areas, you position yourself as an expert in your field and build trust with potential clients.

Take a look at Clio as an example. 

CLIO | Ray Legal Marketing | Ultimate Law Firm Marketing Guide | RLM

They have a complete resource center on their website with helpful articles, case studies, and legal guides for their clients. This not only demonstrates their expertise but also provides value to their clients and helps them make informed decisions.

Consider creating a similar resource center for your law firm to showcase your knowledge and provide a one-stop shop for your potential clients to find valuable information.

Here are a few items to include in your resource center:

Current news

To stay relevant and demonstrate expertise, it’s important to keep your clients and potential clients informed of the latest developments in your practice area. One way to do this is by using your law firm’s blog to share current news and analysis. 

For example, Herbert Smith Freehills has a comprehensive section on its website, where they share news and relevant information.

The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies | Ray Legal Marketing

Blogs / Long-form Articles

Long-form blogs and articles can be a valuable addition to your content marketing strategy. They can provide in-depth information on a topic, showcase your expertise, and improve your search engine rankings.

Studies have shown that longer content typically ranks higher on search engine results pages (SERPs) than shorter content. 

This is because long-form content tends to provide more value to readers, covers a topic more comprehensively, and includes more keywords and phrases that can improve SEO.

Here’s an example from renowned law firm

Trending Articles | Ray Legal Marketing | Guide 2024

By creating long-form blogs and articles, you can establish yourself as a thought leader in your field, attract more traffic to your website, and ultimately convert more leads into clients. 

Just be sure to focus on creating high-quality content that provides real value to your audience.


FAQs can be a great way to address common questions and concerns your potential clients may have. 

By including an FAQ section on your website, you can provide valuable information that can help establish trust and credibility with your audience. Take inspiration from the

Rosten Law website, which features a list of FAQs on their website:

FAQ Small Business Attorney in DC | Ray Legal Marketing | RLM

Clicking on any of these FAQ topics reveals a separate page with related questions and in-depth answers. This way, visitors can quickly find the information they need without having to search through your entire website.

Provide a world-class  customer experience

In today’s world, marketing goes beyond just promoting your law firm and convincing people to hire you. 

It’s about providing an exceptional customer experience that encourages loyalty and referrals. The best clients are those who keep coming back and recommend your services to others.

To achieve this, you need to focus on building a positive culture within your firm that extends to your client relationships. 

Your clients expect a lot from you, and it’s essential to provide them with a seamless experience from the first contact to after the service is done.

Customer Safisfaction Rating ChatBot on Website Essential Digital Headlines | Ray Legal Marketing

You can stand out by prioritizing your clients’ needs and providing personalized messaging that helps them solve problems and make informed decisions based on the experience you provide.

A client-centered approach across all channels will help you earn more clients and set your law firm apart from the rest.

One of the best ways to enhance customer experience is to:

Add live chat to your website

Including a live chat feature on your website can provide a convenient and efficient way for potential clients to ask questions and get quick answers. 

This can increase the chances of converting website visitors into clients.

Moreover, a live chat feature can help you provide excellent customer service, which is a crucial factor in client retention. 

By promptly responding to inquiries and concerns, you can build a positive reputation and foster trust with your clients.

In fact, live chat has the highest customer satisfaction ratings of all communication methods at 82%, compared to 61% for email and 44% for phone. 

Customer Safisfaction Rating ChatBot on Website Essential Digital Headlines | Ray Legal Marketing

Using a live chat feature on your website can offer a multitude of benefits for your law firm:

  • It provides a quick and easy way for potential clients to reach out to your firm and ask questions.
  • It can help reduce bounce rates by giving visitors an immediate way to get the information they need.
  • Live chat allows you to provide personalized and timely responses to inquiries, which can help build trust and credibility with potential clients.
  • It can also help free up your phone lines and email inbox, as visitors can get the information they need without having to contact you through those channels.

The live chat options are extensive.

One effective example of a live chat feature can be seen on the website of Aaron & Partners Attorneys. Their live chat button is unobtrusive and “floats” as visitors scroll down the page, providing easy access to assistance if needed.

ChatBot on Website Essential Digital Headlines | Ray Legal Marketing

Leverage social media

Social media marketing may seem daunting for lawyers, but if executed properly, it can be a potent tool for reaching potential clients.

More than half of the world’s population is on social media, with over 4.76 billion active users.

Essential Digital Headlines | Ray Legal Marketing

It’s essential to identify the platforms where your target audience spends the most time and create a consistent presence.

While platforms like TikTok may not be the right fit for your firm, it’s essential to have a strong presence on Facebook and LinkedIn at the very least. 

By creating a Facebook profile, you’re providing another channel for potential clients to contact you, building credibility, and contributing to your SEO.

Take a look at the Digital Marketer Facebook page: 

Social Media Marketing | RLM | Ray Legal Marketing

Their page is a great example of how to leverage Facebook effectively to engage with their audience, share valuable content, and showcase their expertise. Don’t miss out on the potential benefits that social media can bring to your law firm.

They use different types of content to great success. See how many followers they have?

Facebook Page -Social Media Marketing | RLM | Ray Legal Marketing

And then there’s LinkedIn.

A well-optimized lawyer’s LinkedIn page should have a professional headshot, a well-crafted headline, a summary that highlights your expertise and experience, and a detailed list of your professional experience and education. 

It’s also important to showcase your skills, awards, and publications, and to engage with your network by sharing valuable content and participating in relevant discussions. 

This will help establish you as a thought leader in your industry and make it easier for potential clients to find and connect with you.

Here’s how an optimized lawyer’s LinkedIn page looks:

The Ultimate Guide to Marketing Your Law Firm in 2024 | Linkedin Profile

Don’t just stop at creating a LinkedIn profile for yourself, create a company page for your law firm as well. This is an opportunity to showcase your law firm’s brand, share industry news and thought leadership pieces, and attract potential clients and employees.

Linkedin Legal Marketing Or Profile | Ray Legal Marketing

Keep in mind that social media is not just about self-promotion. Engage with your followers, share valuable content, and participate in industry discussions. This will help build relationships and establish your firm as a trustworthy source of information.

Don’t forget about other social media platforms such as Twitter and Instagram, which can also be valuable for connecting with potential clients and sharing valuable content.

Enhance your local SEO

Local SEO is crucial for law firms, and your Google Business Profile listing is a key element in local search optimization.

It’s a free business listing that connects your firm to Google Maps and local search results.

Your Google Business Profile listing appears on the right-hand side of the search engine results page (SERP) in a prominent panel. 

Here’s an example of how Marcus Hill Attorney listing looks in Calgary:

The Ultimate Guide to Marketing Your Law Firm in 2024: 15 Proven Strategies | Google my business

The prominence of your Google Business Profile local knowledge panel means that it’s important to optimize it fully.

Here are some tips to ensure that you are making the most out of this free tool:

  • Verify and update your business information
  • Choose the right category
  • Add photos and videos
  • Encourage and respond to reviews
  • Keep your listing up to date
Google my Profile Tips | Local SEO | Ray Legal Marketing

Google Business Profile posts

Google Business profile posts can be a valuable tool for engaging with your audience and promoting your law firm. 

By creating posts, you can share important news, updates, and information with potential clients who are searching for your services. 

This can help to build your brand, establish your expertise, and encourage potential clients to reach out to you.

Everys Attorneys Exeter shares snippets of their blog articles as a means to attract leads and get searchers on his website.

The Ultimate Guide to Marketing Your Law Firm in 2024: 15 Proven Strategies | Google Update

To ensure that your law firm appears in local search results, you need to optimize your website and content for local keywords. 

Neglecting this aspect means missing out on 97% of users who are searching for local businesses using Google Maps.

Google maps to Locate a Local Business | Ray Legal Marketing

By optimizing your website and content for local keywords, you’ll be more likely to appear in relevant search results, leading to increased visibility and potential leads.

For example, instead of using generic keywords like “divorce lawyer,” you could use “divorce lawyer in [city]” or “top divorce lawyer in [country].” This will help you rank higher in local search results and attract more local clients.

Run optimized Google Ads  And Local Service Ad campaigns

Running effective Google Ads and Local Service Ad campaigns is crucial for law firms to attract clients and increase their online visibility.

With ads taking up a significant portion of the search results page, it’s important to ensure that your PPC advertising is optimized to produce results. 

This means focusing on targeted keywords, creating compelling ad copy, and constantly monitoring and tweaking your campaigns to improve performance.

By running targeted Google Ads and Local Service Ad campaigns, you can reach potential clients who are actively searching for legal services in your area.

This can lead to increased traffic to your website, more leads, and ultimately, more clients for your firm.

With Google Ads, every click costs you money, and in the wrong hands, it can be a costly mistake. But if done correctly, it can be a powerful tool to attract new clients.

When setting up your ad campaigns, make sure to optimize for the Cost Per Acquisition (CPA) or cost per new client to ensure that it compares favorably with other marketing efforts.

One of the benefits of using Google Ads is that you can start a campaign today and begin connecting with qualified clients almost immediately, as opposed to SEO, which can take time to see results.

Look how these ads stand out at the top of the search results page for criminal defense lawyers in New York, USA — and imagine what it could do for your lead generation.

Google Ads | Criminal Defense Lawyers in Newyork

To make the most out of your Google ads campaigns, there are several best practices to keep in mind:

  • Focus on long-tail keywords, which are more specific and targeted than broad head terms.
  • Consider using Dynamic Keyword Insertion (DKI) in your ad copy, which allows you to automatically insert the keyword being searched into your ad headline or description.
  • Target specific zip codes and postal codes, in addition to cities, to ensure that your ads are reaching the right local audience.
  • Develop an effective keyword bidding strategy to optimize your ad spend and get the most out of your budget.
  • Integrate your target keywords into your ad copy to improve relevance and increase click-through rates.

Invest in local service ads

In addition to Google Ads, law firms should also consider investing in Local Service Ads (LSAs). LSAs are paid ads that appear at the top of the search results page for local services, such as lawyers.

Unlike traditional Google Ads, LSAs are only available to businesses that pass Google’s verification process, which includes a background check and a review of the business’s insurance and licenses. 

This means that LSAs are more trustworthy and credible to potential clients.

LSAs also have some unique features, such as a Google Guaranteed badge for businesses that meet certain criteria, and the ability for clients to book appointments directly through the ad.

By investing in LSAs, law firms can improve their visibility in local search results, increase trust with potential clients, and make it easier for clients to book appointments.

Differences between local service ads and Google ads

  • Local service ads create phone leads through pay-per-lead advertising
  • Unlike standard pay-per-click advertising, they are ranked by favorable ratings, proximity to the user, and bids. 
  • Law firms can target specific zip codes and localities with local service ads to attract local clients. 
  • Local service advertisements are only available to Google-verified businesses, so users know they’re dealing with a genuine company.
Reviews |Quick Search Lawyers and Attorneys | Ray Legal Marketing | Near me

Attract   5-star reviews

Positive client reviews can make a big difference in attracting new clients to your law firm. Not only do they build social proof and credibility, but they also improve your local search rankings and conversion rates.

To attract more five-star reviews, make sure you ask your satisfied clients to leave a review on your Google Business Profile page, or other relevant review sites. 

Do you know that reviews also impact your SEO and give it a boost?

The year ahead is the time to start gathering more of them.

How do you do that?

Include a star rating for an immediate visual representation of quality

A five-star rating is something everyone recognizes as a symbol of quality, which is why Law Offices of Randy Collins features them prominently.

Law Firms | Google Review | Ray Legal Marketing

Make it easy to write a review

As part of your process, send an automated message to clients after the case is closed.

It can look something like this:

Hi Abel!

I hope you had a positive experience with our law firm. We would love to hear your feedback and thoughts on how we can improve our services.

If you have a moment, please click the link below to leave a review about your experience with us:

[Insert review link]

Thank you so much for your time and input. We truly value your feedback and appreciate your support.

Best regards,

[Kings Attorneys LLP]

Reviews |Quick Search Lawyers and Attorneys | Ray Legal Marketing

Reply to reviews and do not ignore negative ones

Businesses always receive a bad review or two. You can’t please all of the people all the time. If you do receive a negative review online, address it as they did:

Client Reviews | Ray Legal Marketing

Use video testimonials

This law firm, The Husband & Wife Law Team uses all-video reviews to great effect:

client video review | Ray Legal Marketing

Maintain a presence  in the legal directories

Don’t overlook the importance of legal directories. Despite any reservations you might have about them, large corporations frequently make sizable investments in SEO to support legal directories.

Having a profile on these directories can improve your rankings and increase your online visibility. 

Being listed in reputable directories can also drive traffic to your website and provide valuable citations and backlinks. Have a look Justia Lawyers in the USA

Quick Search Lawyers and Attorneys | Ray Legal Marketing

Consider adding your law firm’s details to relevant legal directories to improve your online presence and increase traffic to your website. 

While some directories are free, others may require payment for additional exposure. Regardless, maintaining and optimizing your profiles in these directories can be a cost-effective way to promote your practice in 2024.

Here’s an example of listings on The Law Society:

Quick Search Lawyers and Attorneys | Ray Legal Marketing

Develop an effective  sales and intake process

It’s important to understand that marketing creates leads, but it’s the sales process that ultimately turns those leads into paying clients.

Unfortunately, many law firms struggle to effectively convert leads into clients. In fact, only 12% of sales professionals feel confident in their ability to do so.

If you’re getting qualified leads through your marketing efforts but they aren’t converting, it may be a sign that you have an internal sales process problem.

To avoid wasting your marketing budget, it’s essential to develop an effective sales and intake process that will help you turn leads into paying clients.

Not all leads are created equal. 

There are sales-qualified leads, which have undergone screening and are prepared to become paying customers, and marketing-qualified leads, which are the results of your marketing efforts.

Types of Sales Leads | Ray Legal Marketing

Marketing qualified leads

Marketing-qualified leads are potential clients who find your law firm through organic search results, after searching for keywords that you have optimized your website for. 

These leads are interested in learning more about a particular topic or issue and may only require information at that stage. 

For example, if someone looks up “what are the benefits of hiring a criminal lawyer” and ends up on your blog post, they’re a marketing-qualified lead.

Your website’s SEO efforts have helped you attract this lead, but it’s up to your sales team to convert them into paying clients.

Benefits of hring Criminal Lawyers | Marketing | Ray Legal Marketing

Sales-qualified leads 

Sales-qualified leads are potential clients who have shown a high level of interest in your legal services and are considered more likely to convert into paying clients.

These leads have typically been vetted through the sales process and have shown an intent to make a purchase.

For example, they may have requested a consultation, responded positively to a sales call, or signed up for gated content. 

Once a lead has been identified as sales-qualified, your sales team can work on nurturing the relationship and closing the deal.

Email Clifford | Ray Legal Marketing

Create practice area  power pages

To stand out from your competitors, your practice area pages should be informative and engaging, with long-form content that goes beyond a basic overview of the legal services you offer. 

We call these pages “practice area power pages,”  and they’re a key part of a successful law firm website.

Divorce Lawyers Marketing | Ray Legal Marketing

When creating practice area power pages, you should focus on providing detailed information about the legal issue, as well as outlining the services you offer and how you can help clients. 

This can include case studies, client testimonials, and other resources that demonstrate your expertise in the field.

By creating informative and engaging practice area power pages, you can establish your firm as a trusted authority in your respective practice areas, and attract more qualified leads to your website.

Practice area power pages are a crucial tool for achieving four critical goals:

  1. Boosting your website’s rankings for your target keywords in Google
  2. Increasing click-through rates on your website
  3. Demonstrating your authority in your field, building credibility and trust with your audience
  4. Generating more leads for your business at a reduced cost.

What do these pages look like?

Well, this is NOT a power page:

Corporate Lawyers | Ray Legal Marketing | The Ultimate Guide to Marketing Your Law Firm in 2024: 15 Proven Strategies

It ranks on the 10th page of Google for the keyword corporate lawyers in the USA. 

The following, however, from Kingsley Napley covers the same topic in over 1,000 words and even includes a video and webinar on the FMLA.

To stand out from your competitors, your practice area pages should be informative and engaging, with long-form content that goes beyond a basic overview of the legal services you offer. 

We call these pages “practice area power pages”, and they’re a key part of a successful law firm website.

Create a separate page for each practice area

This personal injury law firm breaks down its practice areas into great detail and creates a separate page for each sub-division:

GreGory Attorneys | Ray Legal Marketing

Well-designed, clutter-free, and easy to read

Check how this page from the same law firm is easy to read and free of clutter.

Road Traffic Accident Claims Lawyers Liverpool | Ray Legal Marketing

Check out how Kingsley Napley did an excellent job breaking up their content into podcasts, videos, clients’ stories, and case studies.

The Ultimate Guide to Marketing Your Law Firm in 2023: 15 Proven Strategies | Ray Legal Marketing

To help explain more complex issues, consider using images and video wherever possible.

Video, in particular, is proven to be highly engaging. It builds authority and credibility and gives a face to the name.

See how they use images to make their power pages look more attractive. 

Steps to making a Claim | Ray Legal Marketing | The Ultimate guide to Marketing your Law Firm in 2023

When creating practice area power pages, consider conducting keyword research to identify the most relevant and high-volume search terms for your practice area. 

This will help you optimize your content for search engines and increase its visibility to potential clients.

Also include clear calls to action on your practice area pages, encouraging visitors to contact you for more information or to schedule a consultation. 

By doing so, you increase the chances of converting website visitors into paying clients.

The Bottom Line

Marketing your law firm in 2024 requires a strategic approach that is tailored to the needs of your target audience. 

The 15 proven tactics discussed in this guide are just a starting point, and it’s important to continually adapt and refine your marketing efforts to stay ahead in the competitive legal industry. 

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