The Essentials of Developing a Law Firm Marketing Strategy

Because clients are the lifeblood of any legal practice, lawyers must have a solid law firm marketing strategy in place. This will help set themselves apart from the pack and ensure that their prospects would go to them and not their competitors. Furthermore, a good marketing strategy will support their goals and facilitate their practice’s growth and success.

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Before You Craft a Marketing Strategy

Any law firm marketing plan should have a good foundation to ensure its success. Therefore, you should consider the following matters before you develop your marketing plan.

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Define your target audience

Understanding and defining your target audience is essential to an effective marketing campaign. As such, learn as much as you can about your target audience (new clients, past clients, paying clients). Know who they are, their characteristics, and pain points. This would make it easier to craft a digital marketing plan that would resonate with them.

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Conduct market analysis

When you say “market”, it refers to your potential clients. Conduct market analysis by taking into account your practice areas, current location, and other relevant factors to determine how profitable your market would be.

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Study your competitors

You also need to understand who your competitors are and what they are doing. This will help you develop a law firm marketing plan that would help you stand out. Also, it allows you to discover strategies or even segments of your market your competitors haven’t considered before.

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Consider the services you provide

List down the type of legal services you offer, their advantages, and how you will provide them. Also, consider your service areas and the type of people who would benefit from them.

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Define your law firm's core message

As the name implies, your core message is what you want your target audience to know about your firm. It should go beyond letting your prospects know how you can help them. To ensure the effectiveness of your law firm marketing strategy, your core message should resonate deeply with your target audience’s legal and personal needs.

Results You Can Get in Just About 5 Months


Increase in Product and Services Enquiry


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Increase in Conversion Rate

How to Promote Your Law Firm

You might be happy to learn that you can use various marketing effforts to promote your law firm. While combining several strategies may seem overwhelming, it is a more effective way to build better brand awareness and attract prospects than focusing on a single tactic.

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Search engine optimisation

The 2019 Legal Trends Report revealed that more than 50% of today’s legal service clients do not rely on personal recommendations to find lawyers. Also, a significant number of these people use search engines to find the services they require. This means being highly visible online can go a long way towards attracting more prospective clients to your law firm.

Search engine optimisation or SEO is a highly effective marketing strategy that makes finding you online easier for your prospects. It allows you to appear prominently on search result pages, helping you drive more visitors to your law firm website. And the more visitors you attract, the more likely you are to bring in new cases.

Beyond giving your online presence a boost, SEO can also do wonders for your online reputation and credibility. It helps you showcase your legal expertise through your service pages and web content, allowing you to establish yourself as a thought leader and/or industry authority.

Here are a few SEO tips you should follow:

  • Research your keywords.
  • Incorporate relevant search terms into your content, including page titles, meta descriptions, and URLs.
  • Improve your website’s loading speed.
  • Ensure that your site is mobile-friendly.
  • Keep your site updated regularly.
  • Publish content your target audience would find valuable.
  • Build quality backlinks to your site.
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Paid search

In paid search or pay-per-click (PPC) advertising, you pay a specific amount of money whenever someone clicks on your ads. If you have a solid strategy in place, PPC platforms such as Google Ads offer an excellent way to complement your existing SEO campaign to attract more traffic and lead to your law firm’s website.

To ensure better results, consider these best practices:

  • Avoid using broad-match keywords. Use long-tail keywords instead.
  • Create specific landing pages for your ads.
  • Ensure that your landing pages match what’s written on your ads to boost your conversion rates.
  • Write compelling headlines.
  • Always end your ads with a call to action.
  • Conduct A/B tests to ensure you’re serving your prospects with the best possible ads.

Similar to SEO, paid search has a steep learning curve. This is why most law firms would rather entrust their PPC campaigns to marketing experts, like us here at Kinetic Traffic, than set up one on their own. Not only is it more convenient and cost-effective, but seeking professional assistance can help ensure your campaign’s success.

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Local SEO

Although local SEO is technically a component of SEO, it is a highly effective law firm marketing strategy in its own right, particularly if you have a small legal practice and you’re keen on attracting legal clients from a specific location. Appearing on a local search helps nearby clients find you online. Also, it allows you to appear on Google Maps, which can help increase foot traffic to your physical location.

To enjoy great success with local SEO, see that you:

  • Claim your Google My Business (GMB) listing.
  • Optimise your GMB page by adding the necessary details about your law firm, including your official business name, contact details, and a link to your website.
  • Incorporate local keywords into your site and web content. For instance, if you specialise in criminal law in Northampton, you should add the key phrase “Northampton criminal lawyer” to your web content.
  • Have your law firm listed on reputable online business directories.
  • Ensure that your NAP (name, address, phone number) details are consistent throughout.
  • Encourage former clients to rate and review your services via your GMB page. The more positive Google reviews you have, the more likely prospects will trust you and enlist your legal services
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Content Marketing

Another critical component of SEO, content marketing involves creating quality law-related content and publishing it online. This marketing strategy allows you to build better brand awareness, establish yourself as a law expert, and generate more organic visits to your website. At the same time, it enables you to provide something of value to your target audience, making them trust you more.

You can use various types of web content to promote your legal services. They include blogs, videos, infographics, white papers, and podcasts. However, no matter the type of content you wish to create, ensure that it:

  • Is well-researched and carefully written to showcase your industry expertise.
  • Is something other websites would want to link to.
  • Is easy to read and understand. If you’re going to write a blog post, break up large paragraphs into smaller ones, and, as much as possible, avoid using excessive legal jargon.
  • Uses interesting and attention-grabbing headlines.
  • Contains relevant keywords to make it more search engine-friendly.
  • Ends with a call to action that compels your audience to share it with their friends or contact your law firm for further information.
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Social media marketing

With almost 78% of the UK’s population using social media, you should consider promoting your legal practice on various social networking platforms to drive more traffic and leads to your site. When done right, social media can help you reach a wider audience for a fraction of the cost of using traditional advertising methods. At the same time, it allows you to engage your prospects in real-time and provide them with an alternative way to find you online.

How much will Google Adwords services cost?

What will each advert click cost?
The click cost will be depending on your target market and popularity of the keyword.  After getting enough details about your market, we can give you an idea on the cost.
What minimum spend can I expect for PPC every month?
Your minimum monthly spend will be only £110 (our fees included but excluding taxes).
What is the average spend for PPC each month?
Your monthly spend will be depending on a number of factors such as what your goals are and your target market.

But for a small to medium sized business, the average monthly PPC spend for a competitive market is between £1,500 and £4,500 per month.

What will it cost me?
What will it cost me?

Our fees are adaptable.  The percentage of fees we receive decreases as the monthly click budget increase.  We will explain to you the best options to make the most of your investment

Who do I pay my click spend to?
Whom should I give my click spend?

You will be giving your payment directly to advertising systems like Google Adwords and Bing Ads/AdCentre.  We prefer this so that you are in control.  We charge you with predefined service fees that we calculate based on click spend so that you know the cost every month.

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Why Seek Professional Help

Marketing is an entirely different skill set from running a law office. This is why it is more prudent to seek professional services than promote your legal practice on your own. With the assistance of law firm marketing specialists like us here at Kinetic Traffic, you can:

Enjoy faster results 

Marketing experts have the skills and experience to develop and implement an effective law firm marketing strategy. For instance, working with UK solicitors has made us experts at what we do. By combining our technical know-how with our practical experience, we can craft marketing strategies guaranteed to deliver quality results faster than when promoting your law firm on your own.

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Gain a significant advantage over the competition

It is no secret that the legal services sector is one of the UK’s most competitive industries. This is why it won’t be surprising if larger law firms are using the same legal marketing strategies and have even enlisted the services of marketing professionals.

If you’re keen on succeeding in a highly competitive industry, it makes sense to take the same approach. Seeking the services of law firm marketing specialists allows you to be on the same footing as your competitors. More importantly, it provides you with a significant chance to defeat them.

Obtain top-notch marketing solutions

As mentioned earlier, law firm marketing strategies have a steep learning curve. This is particularly true for SEO and PPC advertising. To successfully develop and implement a working campaign, you must spend considerable time learning various marketing tactics. Furthermore, you must continue honing your knowledge and skills because strategies evolve over time.

On the other hand, enlisting professional services, such as the ones we offer here at Kinetic Traffic, enables you to enjoy the benefits of having highly effective marketing solutions. And the best part is that you need not spend a significant amount of time studying everything from scratch to obtain excellent results.

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Concentrate more on your business and clients

With someone else to manage and implement your law firm marketing strategy, you don’t have to split your time between running your legal practice and promoting your services. You can focus your time and attention on helping your clients win their cases. Not only will this help improve your success rate (which is a big plus to your reputation and credibility), but it also ensures that your clients will have a positive experience with your law firm.

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FAQ’s for PPC

Is PPC a great way to attract my target customers?
Google is the most widely used search browser in almost everywhere.  PPC is very popular among many businesses nowadays.  It can be used for urgent campaigns to start with and then change to something else later.  This type of advertising is very flexible and have many good benefits for your business.
Do you only work with big companies with big marketing budget?
Of course not.  We have been working with different business types, large or small.  Multinational companies or start-ups, we can formulate a great strategy for your marketing needs.  You may even start with a monthly budget of  £110.  Let us explain you more about what options you have.
When can we get to work?
We work with one client each month. This is important so that we can go through the processes and not keep our clients waiting. Give us a call to check for our availability. There is a lot to do before kick-off so the earlier we get in touch the sooner we can give you our recommendations.
Should I worry about my competitors clicking on my ads?
They won’t.  Google uses a really complicated system to analyse the click source for your campaigns and makes sure to charge only for clicks that have gone through their filters.  Your competitor’s clicks can be identified and ignored.
How long have you been doing PPC?
Our team of experts all have more than 10 years of experience.  This much experience is important because PPC is complicated and ever changing so we only hire those who are highly skilled.
When do we get your reports/update about our campaigns?
We will be sending your reports every month, but if you will require us to update you more often, we are willing to adjust to whatever suits you.
What search engines have PPC advertising and how do I choose the one that is good for my business?
There are currently 2 search engines that are ideal for PPC advertising.  The more popular one is Google which holds 75% of global searches so there are many PPC advertisers who are more keen to put their ads up here.  Second is Bing which holds 10% of the market and has a cheaper cost per click.  We mostly work on these search engines because they are getting the most traffic.  If you are considering any other search engine then feel free to discuss it with us.
What if we have a PPC campaign with another agency? What should we do if we are going to switch to you?
It is important that you share the reports and other related information to us from your previous PPC agency.  These will be very useful for us in creating your new campaigns.  Mostly, older campaigns are not up to our standards so we tend to use these old data to gain insights and then proceed with a brand new start to get best results.
Who do we communicate our concerns with?
We know how important communication is so you will be provided with an account manager whom you can communicate with, ask questions and help you with every step of the way.
What is the contract duration?
You will be in  a no obligation monthly contract.  We understand that change is inevitable so we are not going ask you for any commitment.  You just need to provide a 30 day notice if you choose to stop working with us.
I think nobody clicks on Google Ads so why should I do it?
Google and Bing sponsored ads get a lot of clicks for users who are actually looking for you, they actually gain around 20% of the UK searches each month.  The good news is that these ads are highly targeted therefore bringing you only visitors who has a particular need for your products or services.   If you are not yet doing PPC then you are missing out on this opportunity.
How does Google Adwords work?
It works like a bidding system.  There will be a bid for the keywords to show the ads on search results when these keywords are used.  However it’s not like a regular auction where the highest bidder wins.  The advertisers who have the best quality campaigns in terms of relevance and organisation.  Because of this it is important that the campaigns are handled by a specialist agency like Recruitment Traffic.  If you settle for less, you are wasting your precious click budget and click opportunities.
How can I check on the status of my campaigns?
You will have full access to all advertising system we use.  You can log in to check the status of your campaign anytime.  We will be sending regular monthly reports that has information on the most relevant campaign performance details.
Why do we need continuous PPC management and optimisation?
Because this is the most cost effective.  PPC campaigns should be carefully monitored.  We aim to show continuous improvements with the results.  To give you an idea, here’s a list of what we will do each month:

  1. Look for advertising opportunities
  2. Create adverts.
  3. Keyword targeting, analysis and optimisation.
  4. Click through rate, cost per click, budget and quality score monitoring to help you receive the cheapest possible click prices.
  5. Continuous monitoring of click through rate, cost per click, budget and quality score so we can help you get the cheapest click prices.

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Start Developing a Solid Marketing Strategy for Your Law Firm

Having a good marketing strategy ensures the success and growth of your legal practice. Not only does it help you attract new clients, but it also helps improve your reputation, credibility, and online visibility.

However, marketing for law firms is not exactly a walk in the park, especially if you already have a busy schedule. For this reason, it’s more practical, convenient, and cost-effective to enlist the services of law firm marketing specialists, such as our team here at Kinetic Traffic. With more than ten years of relevant experience, we have the skills and the expertise to deliver marketing solutions guaranteed to give you the results you’re looking for.

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Kinetic Traffic is a trading style of Situnario Ltd, a company registered in England and Wales. Registration Number: 09449637. © 2017 - 2023 Situnario Ltd. All rights reserved.

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