Whether you’re a law firm owner or a lawyer and looking to increase leads and get more clients for a law practice, these law firm marketing packages will take you through the step-by-step process of building and executing a law firm promotion strategy that resonates with your goals.
Every lawyer or law firm wants more business, but not all have the right marketing strategy. Promoting your legal services to potential customers involves identifying your goals and formulating a sound law firm digital marketing strategy to achieve these goals. This takes time and a basic understanding of legal firm marketing.
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What’s a Law Firm Marketing Strategy?
A law firm’s marketing strategy is the roadmap to achieving the marketing goals of a law firm. It defines the step-by-step procedure for promoting the business and its services to its target audience. Whether you want to grow your existing business, promote your new law practice, or get more customers, you need a solid lawyer marketing strategy that aligns with your objectives.
Building the right strategy is probably the most important part of a legal marketing campaign and also the most difficult. While this article can give you all the guidance you may need to build a sound legal marketing strategy on your own, it’d be smart to hire a professional law firm marketing company to verify and execute this strategy and ensure the results meet the goals.
The steps include:
Defining the business goals
Analyzing the market and the target audience
Building a law firm marketing strategy
Executing the marketing strategy
Tracking results
Why Do You Need a Law Firm Marketing Package?
Whether you’re starting a new law practice or are an established law firm, a steady flow of clients is every lawyer’s dream. A meticulously crafted marketing package will help your law firm stay relevant and stand out from your competitors. It will ensure wider industry exposure and access to more potential clients and opportunities.
As a business, your ultimate goal is to generate more revenue for your firm, which can only be achieved if you are both acquiring new customers and retaining existing ones at a steady pace. To achieve this, you must establish yourself as a credible lawyer in your niche and someone people can rely on to have their backs in their worst times.
Feature
Basic Package(499$)
Advanced Package(999$)
Premium Package(1499$)
Website Development & Optimization
Up to 10 pages with 20 keywords optimization; Existing 8,000 pages of content audited and optimized; Mobile-responsive design; Basic schema markup (LocalBusiness, Attorney)
Up to 20 pages with 40 keywords optimization; 8,000 pages of content fully optimized with advanced internal linking; Custom UX/UI design; Advanced schema markup (FAQ, Reviews, Video)
Up to 30 pages with 60 keywords optimization; 8,000 pages of content optimized with AI-driven categorization; Premium UX/UI with interactive elements (e.g., chatbots); Comprehensive schema and structured data
On-Site SEO Setup
Standard on-site SEO (title tags, meta descriptions, headers, image optimization); Basic internal linking; XML sitemap submission
Full technical SEO overhaul (server-side optimization, AMP support); Proactive error monitoring; GDPR/CCPA compliance audit
Ongoing SEO Strategy
2-3 blog posts/month (500-800 words); 3-5 high-quality backlinks/month; Keyword rank tracking for 20 keywords; Basic EEAT optimization
4-6 blog posts/month (800-1,200 words); 8-10 high-quality backlinks/month; Keyword tracking for 40 keywords; Advanced EEAT (attorney bios, case studies)
8-10 blog posts/month (1,000-1,500 words); 15+ high-quality backlinks/month; Keyword tracking for 60 keywords; Premium EEAT (thought leadership, media mentions)
Local SEO & Directory Submissions
Submission to 10 local directories (Google Business Profile, Avvo, Yelp, etc.); NAP consistency; Basic GBP optimization; Geo-targeted keywords
Submission to 20 directories; Advanced GBP optimization (weekly posts, Q&A management); Citation cleanup and expansion; Local landing pages (2-3 cities)
Submission to 30+ directories; Premium GBP management (daily posts, review campaigns); Comprehensive citation strategy; Local landing pages (5+ cities)
Campaign Setup
Basic Google Ads setup (optional, budget TBD); LinkedIn/Facebook profiles with 4-6 posts/month; Basic email template (Mailchimp)
Standard Google Ads campaign with A/B testing; LinkedIn, Facebook, Instagram with 8-10 posts/month; Email drip campaign (2-3 emails/month)
Advanced Google Ads with remarketing and video ads; Multi-platform social media (LinkedIn, Facebook, Instagram, TikTok) with 12-15 posts/month; Full email marketing funnel (5+ emails/month)
These law firm marketing packages can give your business more exposure online and locally, allowing potential customers to find and reach you, and increase the opportunities for your firm to generate more business and income.
Let’s connect on WhatsApp to discuss strategies for growing your law firm’s website and attracting more cases.
Building a Law Firm SEO Marketing Strategy
As mentioned before, your lawyer marketing strategy is an outline of your plan to market your firm and services to potential clients. It explains the specific steps you’ll take to execute your law firm marketing plan and reach your goals.
Here are the steps to building a tailored attorney marketing strategy:
Define Your Marketing Goals
Clearly define your firm’s objectives for marketing, i.e. which goals you want to achieve with your marketing campaign, along with a timeline for each goal. Make sure that your marketing goals are realistic and meet your business’s long-term objectives.
Identify Your Target Audience
At this stage, you need to define your target audience. Make a mental image of your ideal customer/client, including their background, characteristics, habits, needs for legal services, etc. Identify their specific pain points, i.e. what makes them tick.
Market Analysis
Your target market is your legal specialty or practice area. For instance, if you’re a defence lawyer, all defence cases and related businesses collectively form your target market.
Competition Analysis
Knowing your competitors is a great way to identify your weak points and areas to improve. How are your competitors different? What services do they offer? How do they promote their business? Make a list of your main competitors and start analyzing data.
Determine Your Marketing Budget
While crafting your plan, also specify a budget for your marketing goals. This is the maximum amount you plan to spend on marketing, including paid advertising and partnerships. It will help keep things on track.
Identify Your Services and Core Message
Define the legal services you offer. How would you differentiate yourself from your competitors? How are your services better? What’s your core brand message? How much do your services cost? Do you do pro bono work? What are your unique benefits?
Specify the Marketing Activities
Finally, you need to make a list, with details, of all the marketing tactics and activities you’ll perform as a part of your legal marketing campaign. Define each tactic with its specific marketing goal/s that you want to achieve with it.
Top SEO Marketing Tactics for Lawyers
Now that you have a clear idea of how law firm SEO packages work and how to create a strategy for your lawyer marketing campaign, it’s time to discuss the top digital marketing tactics for law firms.
Your ideal legal firm marketing strategy should include tactics and marketing channels that resonate with your specific goals. Here are some of our top legal marketing techniques. Make sure to do your own research and build a custom legal marketing plan with tactics that work for your business.
1. SEO/ Local SEO for Law Firm
Search Engine Optimization (SEO) is a top digital marketing tactic that involves optimizing the website and the overall online presence of a business to improve its search engine rankings and visibility.
A major marketing goal for law firms is to be found online so that people searching for lawyers in your area can easily find and reach you. SEO can help with that. It ensures your website/ business appears in the top search engine results for your relevant terms.
For example, a person searching for a “law firm in [your location]” on Google should be able to find your business. Even better, if you can manage to rank in the top three results, which further boosts your chances of being seen.
The higher and more frequently your law firm appears in search results for your relevant keywords, the more traffic, visitors and potential clients you’ll get.
SEO works as efficiently for local businesses as for online firms.
No worries if your law practice is limited to a brick-and-mortar office. Local SEO can help boost your law firm’s search engine presence and visibility, especially in local search results.
What are local search results?
People searching for a business in a specific location get special results under the heading “Businesses.” Getting featured in these local business results can boost your law firm’s visibility and reach by many folds. Local SEO can help.
Local SEO tactics, such as the use of local keywords in your content and description, claiming & optimizing your Google business profile, NAP consistency, and generating client reviews can help optimize your law firm’s ranking and presence in local search.
Additionally, acquiring high-quality backlinks to your law firm website from other high-authority sites in your industry can help boost your site’s credibility and search rankings.
2. Law Firm Website Development and Optimization
Did you know having a business website can boost your credibility and reach by up to 100%? A website can be a powerful marketing tool for your law firm, one that promotes you 24×7. It’d be a great place for potential clients to find information about your business, services, etc. So, if your legal firm doesn’t already have a website, consider getting one now. Contact SAG IPL for cost-effective law firm website development.
A good website is simple but attractive, easy to use, mobile-responsive, fast, user-friendly, and SEO-optimized.
What does it mean for a website to be SEO optimized?
Website optimization or on-page SEO is a crucial SEO tactic that involves optimizing the appearance and usability of a website to boost its user experience. The better the user experience, the higher the conversion rate (meaning more incoming leads convert into sales).
The on-page SEO process involves optimizing the website design and layout–the simpler the better. Your law firm website is made easy to navigate and use, ensuring visitors can easily find what they’re looking for. Your website is made mobile-friendly to ensure it works seamlessly on all devices and does not lose any traffic. The content is reviewed and optimized with your target keywords to boost relevance. We also optimize images and code and eliminate technical errors to further boost your site’s speed and overall user experience.
3. Paid Advertising
For small law firms or lawyers with limited online reach and credibility, search advertising is a good way to reach a significant potential audience quickly and generate more traffic and leads in less time.
Some popular paid advertising tactics for law firms include pay-per-click, Google ads, social media ads, and local search ads.
Pay-per-click (PPC): This is the most common form of online advertising and involves paying a set amount for each click on your ad. The ads are placed on relevant websites to generate relevant traffic for your law firm. Contact us to learn more about PPC services.
Google Ads: Google is the primary source of traffic for millions of websites. If you have a law firm website, you can use Google ads to drive relevant traffic and leads from search results through PPC.
Social Media Ads: Many social media platforms, such as Twitter, Instagram and Facebook allow ads, which you can use to find and attract potential clients on these popular social networks and generate leads that convert.
Local Search Ads: Local businesses such as law firms can leverage local search advertising, which involves displaying your ad at the top of relevant search results to attract people searching for legal services in your area. Here, you pay for each lead rather than each click.
4. Social Media Optimisation
Social media, with its abundance of users, can be a brilliant way to find and connect with the potential clients of your law business.
The best thing about marketing on social media is that it’s practically free. Anyone can create a profile on top social networking sites and use it to connect and engage with people. The key to success on social media is to take time to understand your audience’s pain points and be genuinely interested in helping them.
Start by building your official profile/page on all major social platforms. Then, use this to build your online community and improve brand authority. Connect with prospects and listen to their problems. Offer solutions. Answer comments and reply to messages. Offer free consultations. Create and share useful content, tips, guides and articles to help your community with their legal needs. Most importantly, be there when they need the help of a law professional.
Social Media Marketing involves using paid ads on social media to reach potential clients quickly and generate more traffic and leads for your law firm website.
5. Content Marketing for Law Firms
Almost all of the above law firm SEO tactics can fail without the right content. This is why content is called the king of all digital marketing techniques.
Content is a great way to reach your potential audience online and help them with various legal issues. Creating and sharing high-quality content via popular online platforms, such as Medium, YouTube, LinkedIn and social media, can help build your brand authority and establish you as an expert.
Your content should aim to offer value and help potential clients. Create and share a variety of content like videos, articles, podcasts, and infographics across platforms that legal clients frequent.
Write extensively on topics that you specialize in. For instance, your law firm specializing in estate law can create and share articles, videos, etc. about estate planning This will help establish you as a thought leader or someone people can come to for expert guidance. This may also help drive more potential leads to your law firm’s website.
6. Client Testimonials
One brilliant way to build credibility fast and attract new clients is to gather positive reviews from your law firm’s existing clients.
As a new law firm, you should try and acquire at least one review from each of your clients. This can be a text review or a video testimonial. Share these client reviews on all your channels, including your website, Google listing, and social media.
Reviews are a great way to build trust and let potential clients know that you’re someone people trust for top-quality legal services.
7. Case Studies
Case studies are detailed studies of cases that your law firm took and fought over time. Publishing case studies on your website is a great way to demonstrate your expertise in your field and your firm’s ability to fight and win complex cases. It also helps build confidence in potential clients that you can win their case for them.
Outsource to a Law Firm Marketing Agency
Running a law firm is a full-time job, which may not leave you sufficient time to also manage your marketing campaign. If your firm is unable to meet all your marketing goals or needs internally, it may be time to outsource to a professional law firm marketing company.
When you hire SAG IPL, our team handles all your law firm marketing needs and activities, from SEO and website optimization to content creation and paid advertising.
We make sure that your marketing campaign is tailored to your specific goals. With extensive experience and an in-house team comprising niche-expert marketers, we’re the perfect match for you. Call us today to schedule a meeting.
How Much Does Law Firm SEO Marketing Cost?
The cost of creating, executing and tracking the plan depends on a number of factors, including the size of your law practice, years in business, market reputation, website’s status and ranking, clients, etc.
SAG IPL offers multiple law firm SEO packages as well as customised solutions to meet the varied needs of different types of legal service providers, starting at just 499
USD/month.
Final Words – Law Firm Marketing Strategy
Law firms survive on constant business and referrals. With the increasing competition, acquiring and retaining clients for your law practice can be challenging. This is why you need a strong legal marketing strategy.
The first step to marketing your law firm is to build a sound strategy that resonates with your goals. We have mentioned in this article several top digital marketing tactics for law firms that you can integrate into your own law firm marketing plan to achieve the desired results and goals. Get in touch with the SAG IPL law firm marketing agency if you need help.
Mohsin Qureshi is a seasoned digital marketer with over 12 years of experience, including 7 years working as a Team Leader in SAG IPL. His expertise lies in SEO, SMO, PPC, influencer marketing, and strategy building with a focus on driving impactful results and growth for businesses. With a keen eye for innovation and a commitment to excellence, Mohsin has been delivering tailored digital marketing strategies and solutions to help businesses excel online.
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