Law Firm Marketing Strategy: 21 Tactics for 2021

law-firm-marketing-strategy-2020In this article, I’ll show you the latest law firm marketing strategies and techniques you can incorporate into your 2021 marketing plan.

It includes lawyer statistics and a collection of law firm marketing ideas you can leverage to start attracting a steady stream of customers to your firm fast.

Imagine being at the top of Google for your keywords; receiving high-quality, qualified traffic; growing your client base, and increasing profits. This is all within reach.

Is 2021 the year that you finally take control of your law firm’s marketing strategy?

If so, then let’s get started.


1. Start by building a brand

Branding is not just about having expensive letterheads and business cards and winning marketing awards.

If you want to shape a marketing strategy, you need the right message. It should be based around some fundamentals of the image that you want your law firm to project.

This is your brand and it should take into account the following:

Your USPs – what makes your law firm unique?

It’s easy to see what’s unique about our long-time client Matt Foley, for instance.


For someone filing for bankruptcy, a friendly law firm (when the rest of the world is aggressively hounding you for money) is a message that has proven to resonate with customers.

What’s your value proposition – why should anyone listen to you?

Another firm, The Levoritz Law Group, is very clear about why his target audience (fathers going through a divorce or child custody battle) should hire his firm. Trust me, this landing page converts like crazy.


What do you consistently do better than the rest – how do you differentiate yourself from the many competing law firms?

The Vogel LLP website is very clear about why their target audience should listen.


Branding doesn’t have to be complicated. Focus on the needs of your customers and keep it simple.

Once you’ve established your messaging, work it into all your marketing channels: website, social media, professional networks, offline literature, etc.

2. Demonstrate credibility & authority

A solid law firm marketing strategy should involve both passive and active marketing activities.

A good example of passive marketing is your website copy that helps build credibility and authority around your firm.

Here are a few good examples of what you should make sure to include in your online marketing in 2021:

Awards you’ve received

Cohen & Marzban in LA establishes instant credibility from featuring details about the awards it has won.



Including text is fine (and great for SEO) but it’s even more visually effective if you can include logos or images of your awards.

Reviews from your clients

Instant credibility is also provided by reviews and testimonials from past clients. Dunham & Jones features a page of testimonials for each practice area, with case results detailed too.



Case studies to demonstrate expertise

Look how MHB&S Law Offices in Wisconsin highlight case studies to demonstrate their expertise and success.

Menomonee Falls Law Firm Case Study


3. Demonstrate capability in all your practice areas

Another important area of branding is to communicate the full extent of what you do and your capability to deliver.

Of course, reviews and case studies help you do that but you should also focus on the following items.

The breadth of service you provide

Werman Salas, P.C. in Chicago are very clear about the extent of their employment law services. There’s no doubt in a visitor’s mind about what they provide as a service or how they can help.



The number of lawyers you have (if you’re larger than a single-attorney practice)

If you have a number of attorneys at your firm, show it. Just like Siegel Lewitter Malkani in Oakland, CA.



You can also show your successes. Dunham & Jones show results for each month – and they keep it right up to date.



4. Run an SEO campaign to improve visibility in Google’s search results

First up, every law firm must pay attention to SEO at all times, not just in 2021. Here’s why:

  • 75% of people never go past the first page of Google. – Source
  • 93% of online experiences begin with a search engine. – Source

Bottom line: you need to be seen in the search engine results pages to get clicks and traffic.

To give you an example of how powerful SEO can be, take a look at one of our legal client case studies. Below is a screenshot of this law firm’s organic website visits (website visits that came in through search engines).


Compared to the first year, SEO helped Oykhman Criminal Defence increase organic visits by:

  • 51% (percent change in the second month of the SEO campaign).
  • 360% (percent change over 6 months of the SEO campaign).

Certain aspects of law firm SEO, such as good keyword research, having professionally written titles and descriptions, optimizing images, maintaining a logical website architecture, and using a fast and secure hosting platform like WPengine are simply best-practices for SEO at all times.

Some other key SEO aspects to pay special attention to in 2021 include:

  • Increasing the length of time visitors spend on your web pages and on your site in general
  • Reducing the bounce rate by making titles/descriptions clear and your pages highly relevant to your chosen keywords
  • Focusing on long-form content marketing (or what we call Practice Area Power Pages), in recent years, has outperformed shorter form content and is also shared more frequently
  • Using schema mark up for your law firm to detail page contents for the search engines
  • Making it mobile-friendly; you will be penalized if your website displays poorly on mobile devices – keep it clean and uncluttered.
  • Link-building with authority sites
  • Citation building and review solicitation

Additionally, many law firms target clients from the local area. This requires good local SEO, with Google My Business accounts fully optimized.

There is much more detail about each of these points and further law firm SEO tips for 2021 in our article Law Firm SEO: 19 Actionable SEO Techniques To Dominate Google

Rank higher in Google and watch your revenue soar.

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5. Run an optimized Google AdWords campaign

Paid search is still a valuable way to attract new leads for your law firm.

Ads are covering as much as 85% of the space above the fold on the results page.

A well-planned and optimized Google AdWords campaign can send large volumes of highly qualified traffic to your website to convert into paying clients.

Look how these ads stand out at the top of the search results page for best criminal defense lawyer Wisconsin – and imagine what it could do for your lead generation.


If you haven’t had the results you’d hoped for in the past from AdWords, I’ll bet that it’s because of one or more of these reasons:

  • You’ve been trying to compete for ultra-competitive keywords (terms like “lawyer” and “attorney” are among the most expensive keywords you’ll find).
  • You haven’t put enough time into research or hired the right professional who can manage your campaign
  • You never optimized your AdWords campaign

Make 2021 the year when you take AdWords more seriously and start getting the results you deserve from it.

Start by reading this article on Google AdWords for lawyers to get clearer on use of keywords, the bidding process, ads and landing pages, how to target local traffic, how to test to improve results, and more.

Get more leads for your law firm from Google Adwords

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6. Build and optimize landing pages

Make landing pages a priority in your law firm marketing strategy in 2021. They are one of the main differences between merely getting more traffic and actually getting more paying clients.

This is where your leads “arrive” and where you start the process of converting them.

Check out this example from Colorado Legal Group. See how they make it clear what they do and the value they provide?


To be effective, your landing pages should be:

  • Professionally written and inspire a specific action
  • Optimized for specific action-related keywords such as “child custody laws for fathers in New York” or “legal advice for DUI in Seattle” (or whatever the AdWords phrase or search term you are targeting is)
  • Unique for each specific service you are promoting

Here are some of the best law firm landing pages. These should generate some ideas to help with your own pages.

More clicks. More calls. More clients. View our Kickstart program today.

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7. Increase your presence in the legal directories

Whatever your thoughts about the legal directories, being featured in the main ones like FindLaw can help boost your traffic and provide a citation and hyperlink for your website.



In 2021, try to raise your profile in these directories.

We’ve already mentioned that citations (mentions of your law firm on third-party sites) improve SEO.

Including your firm in the main directories is a relatively simple and affordable way to promote your practice.

Some are free to add your details; some have paid listings too, and others charge monthly or annual fees for extra exposure.

Avvo is another one to consider.



There are a number of Avvo marketing strategies that extend outside of its listing services that you may want to consider.

8. Get into video marketing

Never used video to market your firm?

In 2021, it’s going to be more important than ever to get going with video for your law firm.

You’re 53 times more likely to feature on the first page of Google if you include video, according to this infographic from Filmora.

It’s increasingly how your audience likes to gather information; it builds trust and improves conversions.

And it’s especially useful If you’re looking to attract a younger clientele, bringing instant credibility and engaging your visitors on their own terms.

It can be used to…

Introduce your attorneys and lawyers

The Angus Lee law firm in Vancouver creates high-quality videos that really sell their service well.

Provide a behind-the-scenes view of your law firm

Look how MillerFriel uses video to provide a view into their law offices.

Answer FAQs and provide how-to information

McLemore, Reddell, Ardoin & Story in Houston provide a series of videos answering FAQs about criminal law.



Feature client reviews and testimonials

The Shulman Law Firm in Toronto is a great example of a law firm using high-quality video testimonials to enhance the credibility of its brand.

9. Build AMP pages and a mobile-first marketing strategy

If you didn’t make 2019 the year that you went mobile-first with your website and law firm marketing, you’re already trailing on that.

Don’t miss it in 2021.

Put simply, if your website performs poorly on mobile, you’re damaging the relationship with potential clients AND damaging your relationship with Google.

Google’s mobile-first index suggests as much.

According to MarginMedia, 48 percent of users say that if a website doesn’t work well on mobile, it indicates a lack of care from the business.

It’s relatively easy to create a mobile-first website these days and many successful law firms are doing just that.

Here’s a good example where everything about the website says mobile comes first.



However, 2021 might be the year to take it a step further.

Accelerated mobile pages (AMPs) are getting bigger and you don’t want to miss out on stealing a few yards on your competition.

AMPs are a Google initiative that started in 2016. Stripped-down HTML copies of existing webpage content replace the standard HTML5 documents.

The benefit? Speed.

Fast-loading websites are where things are heading and if you’re lagging behind in “buffer-ville”, you’ll miss out.

AMPs are distinguished by a lightning bolt symbol in mobile search results, like this:


You need to take AMPs seriously because:

  • Page load speed is an important Google ranking factor in mobile and desktop indexes
  • According to Kissmetrics, a one-second delay in web page speed can decrease conversions by seven percent!
  • AMP is a suspected ranking factor in Google’s mobile-first index

Speak to your web designer. AMP pages can greatly increase the page load time of your website.

If they are skeptical, like some more traditional web designers, it might be time to bring in a new face, as AMPs may well be the future of your website.

As many as 31 million domains had adopted AMP by early 2018 (compared with less than a million in 2017).

The trend has continued in 2021 and will only get bigger next year.

Learn how to get on board and be an early adopter of law firms and AMP website design.

10. Create inbound marketing campaigns with gated content

Inbound marketing attracts prospects to your law firm passively – usually via the following channels:

  • Content marketing
  • Social media marketing
  • Branding efforts

Powerful content can help you build awareness of your brand and demonstrates expertise and value. This draws people to your website.

Many law firm websites are under-utilizing gated content as an inbound marketing strategy.

Colorado Legal Group uses inbound marketing as part of its digital strategy, as you can see in this example.


You may already be providing valuable free content in the form of:

  • FAQs
  • Case studies
  • Educational blog articles that provide legal assistance
  • How-to videos
  • Newsletter articles that provide legal updates

This is great for building awareness. But some of your most valuable work can be reserved for gated content: attracting potential clients who are willing to give you their contact details in exchange for content.

Once you have their contact details and you grow your database, email marketing campaigns can reach out to potential clients: a valuable weapon for growing your client base.

Arthur Pressman Law in Buffalo does it like this on their website.



You have a lot of legal IP in your head. In 2021, focus on getting some of it shaped into high-value content that people will willingly leave their email address and phone number to receive.

11. Use newsletter marketing for specific practice areas

I mentioned newsletter marketing above. This is going to remain a key strategy for law firm marketers in 2021.

That’s why law firms such as the Harvey Law Office in Chicago (below) are encouraging sign-ups to their newsletters from the home page of their website.



A regular newsletter sent to people who’ve signed up to your list:

  • Keeps you top of mind with clients and potential clients
  • Helps you show that you’re up-to-date with the legal news in your practice area
  • Is a great chance to demonstrate your authority with informative content

Newsletters don’t need to be lengthy.

They can include various content types:

  • Article snippets with links that point to your latest blog posts
  • Recent case studies
  • Details about awards you’ve received
  • Introductions to your lawyers and attorneys
  • Community activity details
  • Practice area news or legal updates

See the wide variety of content that Bateys Law Firm includes in its newsletter.


The important thing is to show people that you’re active and producing content of value in your specific practice area.

12. Add live chat to your law firm website (it’s not going away)

I know a few lawyers who recoil at the thought of including live chat on their website. They imagine hours of last time giving away free advice.

But it’s not going away – and there really are quite a few benefits:

  • Immediacy – you can answer some client questions there and then
  • You can turn interest into genuine leads
  • It can keep your website open for business 24/7
  • It doesn’t need to take up any of your time – your agents look after queries
  • It makes you seem more progressive and modern (in a profession that is often accused of the opposite!)

Another of our clients, Alan Pearse, is an impaired driving lawyer who uses live chat extensively on his website.



Software Advice ran a survey that found 56 percent of web users have used live chat to engage a company or brand.

If you’re trying to create a progressive law firm that likes to engage with your clients on their own terms, at least a proportion of your potential clients will appreciate the option of live chat. It’s worth considering again in 2021.

NOTE: It doesn’t need to intrude on the user experience or create an annoyance for visitors.

See how the home page of Sonn Law provides the option for live chat, with the chat button ‘floating’ in the bottom right-hand corner of the page. It only opens if you click on it.



13. Invest in public relations for your law firm

Norton Rose Fulbright is a large global law firm that knows the power of public relations and press releases.



But some law firms consider public relations a little old school.

Just as communication has changed, so has the nature of good PR work. And just because it’s online doesn’t lessen the value of its positive effects on law firm marketing.

Print publications such as daily newspapers and magazines have gone digital as well as bloggers in every field imaginable. A strong media outreach campaign should work alongside other key digital marketing campaigns in 2021 to generate leads.

Media outreach for law firms works because:

Your firm or your attorneys may get a mention in legal news aggregation websites

Being mention in a major publication like Law Times could provide valuable exposure for your law firm, like in this example.



You can feature your press releases as content on your law firm website

Clifford Law Offices, personal injury attorneys in Chicago, feature all the firm’s latest press releases on a dedicated page on its website, bringing instant credibility for visitors.



Third-party endorsement generates more credibility for your law firm

On the “news and knowledge” page of its website, McMillan LLP features news stories that promote its lawyers and its own brand.



Backlinks from authority media sites improve your rankings

Here is an example of a backlink for Larkin Hoffman from their lawyer Kate G. Westaf being featured in the Minnesota Lawyer publication.



It’s easy to target your audience via specific vertical market publications

Major publications like The Lawyer often have dedicated sections for particular industries.



14. Leverage social media marketing

You were probably wondering when this would get a mention. Social media marketing for law firms is going to get bigger in 2021.

Whether it’s Facebook, Twitter or LinkedIn.


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I’ll spare you the statistics. Fair to say, it’s simply part of life now.

To stay relevant and connect with your target audience effectively, your law firm needs to have a Facebook account, if your target clients include the general public.

If you type Hollis Law Firm in Google, searching for this immigration and personal injury law firm based in Kansas, their Facebook page comes up before their website.



It’s also recommended that you create a LinkedIn page for your law firm, especially if you’re trying to attract professionals or other business clients – like Kestenbaum & Mark LLP from Great Neck, NY.



It’s not just that the youngsters of today are your clients of tomorrow.

Whether you’re talking about millennials, their parents, or even their grandparents, your clients are probably already using social media daily, in one form or another.

If you can connect with your target audience where they’re hanging out, then demonstrate your expertise and throw in some personality, you raise your social proof and your credibility. This generates leads and helps grow your firm.

15. Create Facebook lookalike audiences



It’s fair to say that social media marketing suits some law firms more than others – but for those it does work for, it’s worth investing time and money into it in 2021.

The ways to connect with and market to a very defined target audience of potential customers are constantly being perfected and becoming more powerful.

If Facebook works for you, one of the things you should be using in the coming year is facebook ads based on “lookalike audiences”.

This is a tool that allows you to connect with audiences of people who share characteristics with your present customers or prospects.

You can build your Facebook lookalike audience by:

  • Uploading a ‘best’ prospect or ‘best’ client list to Facebook
  • Compiling data on engagement from campaigns on Facebook or on your website
  • Utilizing fans of your current Facebook page to create an audience profile



You can then use these lookalike audiences to target with advertising. Studies have shown that lookalike-audience-based campaigns perform the best of all ad campaigns on Facebook, with excellent click-through-rates and cost per acquisition numbers.

Okay, so this isn’t going to work for all law firms. If your main practice area is criminal law or divorce law, it’s difficult to compile a list of characteristics that your typical clients have and to target others.

However, for estate planning lawyers, there might be a specific demographic you want to target for creating wills, trusts, or other key estate documentation.

16. Write blog posts and articles in your practice area

I’ve already covered creating more gated content for inbound marketing for your law firm.

Then there are the other legal content and resources you can provide on your website and beyond.

Contributing articles to your own blog, guest blogging for other sites, submitting legal content articles to publications – all these activities have multiple benefits:

Demonstrating know-how and expertise in your main practice areas

Helsell Fetterman in Seattle publishes a wide range of articles on their website, reflecting their many practice areas. These blog posts are promoted both from their homepage and on the dedicated blog section of their website:



Raising credibility with your target audience

If you’re looking for a lawyer specializing in personal injury law in Washington, would you consider the Premier Law Group? Their blog posts on the subject probably increase the chances.



Improving SEO (guest blogging and articles on other sites can provide valuable backlinks)

A valuable backlink for Chiltern Law here from the YouBlawg legal blogging site.



Demonstrating that you’re active on your site with new content (another possible ranking factor for the search engines)

In Backlinko’s article on Google’s 200 Ranking Factors, Brian Dean says:

Site Updates: Many SEOs believe that website updates — and especially when new content is added to the site — works a site-wide freshness factor. Although Google has recently denied that they use “publishing frequency” in their algorithm.

More generally, he also adds this about providing useful content:

Useful Content: As pointed out by Backlinko reader Jared Carrizales, Google may distinguish between “quality” and “useful” content.

Content Provides Value and Unique Insights: Google has stated that they’re happy to penalize sites that don’t bring anything new or useful to the table, especially thin affiliate sites.

17. Step up your email marketing campaigns

Email marketing campaigns may not be the only outbound marketing you do – but it is probably among the most important.

Despite the emergence of social media and other communication forms, email remains one of the most effective ways to reach both existing and potential customers.

In fact, almost 60 percent of marketers say that email is their biggest source of ROI.

And, according to DMA, for every $1 you spend on email marketing, you can expect to earn $32 in return:



We’ve covered newsletters already: it’s great to communicate with your mailing list with regular news, tips, and articles.

And we’ve also covered lead magnets and gated content: a great way to capture email addresses (see point 10).

From there, once you’re regularly adding new contacts to your list, make sure you segment your list based on criteria such as:

  • Practice area of interest
  • Stage of the buying cycle
  • Location (if applicable)
  • Any other key criteria

Then you can set up email “drip” campaigns.

These are personalized series of emails that educate your target audience and encourage them to take the next step (pick up the phone and call you, email you back, arrange a meeting, etc.)

18. Configure a CRM solution

How many hours do you lose each week trying to keep track of your sales leads, prospects and clients?

This unbillable time adds nothing to profits and can result in potential new clients falling through the cracks.

If you have made an investment in the techniques described above, you may now require a Law Firm CRM solution to manage your new client inquiries.

A CRM solution can support you to:

  • Automates much of the lead nurturing and conversion process
  • Simplify client sign up and referral management
  • Integrate with case management software
  • Monitor text messaging, email marketing, e-sign, and phone call tracking



To find the solution that best serves your needs, read our article Best CRMs for Law Firms.

19. Create custom remarketing and retargeting campaigns

Remarketing is another activity that will suit some – but not all – law firms.

Retargeting ads are widely used by e-commerce stores for remarketing to customers who show interest in their products or services but do not buy.

The same concept has been applied by some law firms.

Your law firm website or Facebook page is likely to attract many visitors, 95 percent of whom will not pick up the phone and contact you after the first visit.

Either they:

  • Are not ready to hire a lawyer
  • Don’t like what they read
  • Have something else to do at that time
  • Have been distracted and clicked away

Say you are an employment law firm that offers to claim back unpaid wages for people who have been underpaid or denied overtime.

You might run a video ad on Facebook something like this:


And, another example from Noble Vrapi announcing the guaranteed filing offer.


For anyone who watches the ad but does not contact you (or for people who visit your website service page relating to unpaid wages and doesn’t contact you) remarketing allows you to set up a pay-per-click campaign that ensures they still see your ads.

The downside?

Retargeting ads are not suitable for some law firm practice areas, notably criminal law, divorce lawyers and personal injury.

Such cases usually involve stressful clients and accessing sensitive personal information (like medical or criminal record information). Ethical issues are at play with retargeting.

Google’s and Facebook’s guidelines state that you cannot “use any sensitive information about your site or app visitors” when creating remarketing lists.

This includes:

  • Financial information
  • Allegation of a crime
  • Medical information
  • Information relating to marital status or divorce

That immediately rules out a LOT of law firms. Others will simply reject remarketing because they see it as intrusive.

However, the technology is there if you choose to use it.

20. Develop referral marketing campaigns



The oldest type of lead generation in the book still has a place in 2021!

Yes, referrals still matter for most law firms. They are the “low hanging fruit” that you would be mad not to pick first.

The problem with referrals is that some law firms use them as an excuse not to follow other marketing strategies that supplement their referrals.

A pro-active and well-managed referral marketing campaign will ensure that the low-hanging fruit keeps on growing and bearing juicy new leads.

How do you run a referral marketing campaign?

  • Identify who you are targeting referrals from: this could be clients, other lawyers (non-competing) or other professional services (like accountants, etc.)
  • Build a database
  • Create letters of introduction: a series of templates you can use for each type of referral source, explaining the benefits of them referring and how you will look after the people they refer
  • Start mailing/emailing your letters
  • Get someone in your office to follow up with a call
  • If the referral source is another professional service provider or a lawyer, offer to meet face-to-face
  • Follow up with a ‘thank you’ to each referral source and let them know how it went

You can even try a dedicated page on your website that you can send people to, like Espinoza Law Firm here


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In summary, referrals are a great way to grow your law firm in 2021 – but be pro-active and don’t just expect that leads will come through the door.

21. Develop an effective sales process to convert your leads

It’s no good turning your website into a 24/7 lead generation machine if you can’t convert these leads into sales. That just adds up to spending money on marketing for very little end product.

Developing a sales process is an area that many law firms find challenging but it’s important to identify when a marketing-qualified lead becomes a sales-qualified lead.

Many potential clients approaching you will start with informational inquiries to evaluate the services you provide.

When they are ready to hire a lawyer, they may pick up the phone or email you. That’s when your skill in converting the lead comes into play.

You must be ready – like Amy G, the Colorado injury firm:



Some key points to bear in mind here:

  • Our most successful clients are those that actively measure – and attempt to improve – the time between a lead being submitted and responded to.
  • Once you capture the lead, like from Amy G’s free case evaluation form below, make sure you respond promptly to it.

When a prospective client calls in, what do you or your associates say? Do you have a set process that you take the client through, to qualify them and let them know how you can help?

Do you clearly communicate the benefits of hiring you? Or is the conversation arbitrary and ad-lib?

The ins and outs of building a sales process are beyond the scope of this article but it is certainly something you need to look at if you have a poor track record of converting inquiries.

Which other law firm marketing strategies are set to take the legal world by storm in 2021?

It’s always difficult to gaze into a crystal ball with law firm marketing but the above areas cover the main ones we’re advising our clients to focus on in 2021.

Perhaps you have other ideas for legal marketing strategies that are set to take off?

I’d love to hear about them. Email me and let me know!