7 Mistakes to Avoid While Marketing for Law Firms

Marketing for law firms requires a clear understanding of online advertising techniques and the audience you are going to market for.

If a client wants an attorney, he is going to search online for nearby lawyers or law firms that will cater to his needs. So, if you want to pop up in the results, you should’ve made enough effort and invested your time and resources in digital marketing.

Building and executing an effective marketing strategy will drive new traffic, leads, and cases to your law firm. While there is no single law firm marketing model, there are a few mistakes that you should definitely avoid when you are planning a strategy.

Here are 7 mistakes you can avoid when marketing for law firms-

1.      Having an outdated website

As a law firm that is actively looking for clients, maintaining an updated website is a very important marketing tool. Most lawyers or law firms do not have the time to consistently keep track of website analytics and update them accordingly so they ignore the website.

law firm marketing

Having a website that runs is not enough. You need to make sure that you provide relevant and customized information for your website visitors if you want them to convert into prospective clients.

Also read: 10 best web designs in USA for hire at affordable SEO services

2.      Not having a complete understanding of your target audience

One of the biggest marketing mistakes law firms makes while advertising is not identifying and understanding their target audience. A lot has changed since the old-fashioned marketing technique where you put out your data and services in the open, hoping that it sticks to someone.

Today, you have the time, technology, and personnel to provide services to a specific and targeted group of customers. Put together buyer personas and start focussing on your ideal clients.

3.      Not having a localized marketing strategy

Two-thirds of people looking for an attorney begin their search online, and 70% of those people will only hire attorneys who appear in the first three local results.

So, when you fail to show up on the map, you can lose clients to the competition. You will also incur higher client acquisition costs and obviously, your profits fall. To stop this from happening, you must focus on your local search presence.

4.      Neglecting online reputation or customer reviews

As a law firm, you might rely on word-of-mouth marketing to reach your clients or generate new leads. Well, though it might be of great help, that is not the only way to build reputation.

marketing for law firms

Today, online reviews, testimonials, and digital referrals take the place of that. The social evidence that comes with a large number of positive reviews will help you stand out in the search results and get more clicks.

97% of consumers read online local business reviews, and 85% of consumers trust reviews as much as a personal recommendation.

You might also like: 9 On-page Seo Optimization Steps You Must Implement On Your Website

5.      Not focussing on the right performance metrics

As law firms who want to build online reputation and attract clients, you must know what kind of performance metrics should you focus on. It’s critical to track key performance indicators (KPIs) to see how well your company’s marketing strategy is meeting its goals and reaching its target audience.

Some of the KPIs that matter are- No. of new leads, conversion rate, cost-per-lead (CPL), return on investment (ROI), closing rate, click-through rate (CTR), and many more.

6.      Failing to keep track of the competition

Marketing for law firms also requires keeping track of other firms that stand as competition for you.

When you do so, you will get an idea of what attracts customers, what others are doing right, and where you are going wrong. Utilize the heavy lifting already done by the competitors when it comes to finding content topics that resonate with your target audience. You may also use competitor data to improve the profitability of your PPC advertising.

7.      Being impatient with results

marketing for law firms

Nothing can happen overnight. Consistent and continuous improvements are what will produce results. You must know to give the changes enough time to gather adequate data for analysis before you jump to conclusions.

Digital marketing demands a high level of consistency that you should follow when maintaining your website or social media. Develop a plan and stick to it.


When you have decided to implement marketing strategies for your law firm, think of it as an investment rather than an expense. Marketing for law firms needs relentless efforts and timely checking of analytics for better lead generation and revenue. Make sure you avoid the above-mentioned mistakes and choose which techniques and models work best for you.

Write A Comment