Law Firm Marketing Strategies with ROI in Mind

A cost-efficient marketing strategy is essential to your law firm’s growth and viability. Yet, too many law firms overpay to cast an overly broad net. Prioritizing return on investment (ROI) gives you a distinct advantage by allowing you to focus simultaneously on results and cost, giving you the most for your money.

Of course, not all attorneys are marketing professionals, nor should you have to be. These five tips provide a solid foundation for an ROI-smart strategy. Focus on those that suit your business goals, and start generating a steady stream of new clients without overpaying.

1. Optimize your website for (local) search

When people search for lawyers online, they overwhelmingly turn to Google as a search engine, and most are looking for a lawyer in their local area. They recognize that qualified local attorneys are familiar with their communities, understand the local court systems, and have an in-depth knowledge of state-specific laws.

The most effective and cost-efficient way to convey this expertise is by adding local signals to your website. Local signals are specific mentions of your office location and the areas you serve, integrated in a way that sounds natural. For example:

• Use your town or city name in headers and body text
• Reference neighboring communities
• Create practice pages for each office location
• Add your office address to your contact page

Be as specific as possible in your keyword selection, particularly if you’re located near a major city. Legal-related keywords can be more challenging to rank highly for, if only because you’re competing with the large law firms in that city. Targeting your practice’s hometown can limit the competition and make you more attractive to local searchers. 

2. Claim and optimize your directory listings

Never underestimate the power of lawyer directories. Sites such as Martindale.com and Lawyers.com enable users to search for an attorney by name, location, practice area, and other criteria. Results include detailed and meaningful information about each professional.

For example, Martindale.com lists an attorney’s Martindale-Hubbell rating, credentials, and contact information, among other details. There’s no cost to complete your profile, and you can include a detailed biography that speaks to your target audience’s unique needs. You can also opt in to receive marketing solutions and support specifically tailored for lawyers, from professionals who understand the needs of legal clients.

3. Publish valuable educational content

It’s easy to forget how lost people feel as they try to navigate the legal system. Providing trustworthy and accessible information is a powerful way of earning individuals’ trust, often before they consider becoming clients. Reply in forums.

Why content is effective

Picture someone who has suffered severe injuries in a car accident. Friends are suggesting that they could sue, but they are unsure about the process and don’t feel ready to consult a lawyer. The less intimidating option is to search, “When can you sue after a car accident?”

If you’ve written a relevant blog post that appears on the search results page, you can engage that potential client and earn their trust. Explain the benefits of hiring a lawyer and express your unique value, and you might convince them to call your office that day.

Content marketing ROI

Informative content can continue to deliver ROI long after you click “publish,” especially when you host it on a website you already own. The costs of creating a blog post are modest, and unlike with ads, you don’t have to pay each time they run.

The key is to provide valuable and trustworthy content with a credentialed attorney as the author, since search engines prioritize legal content from authoritative sources. Make the content easy to read and speak to your target audience’s needs, and you can continue driving traffic for years. Be sure to update it as laws and statistics change.

4. Encourage client reviews

According to the Understanding the Legal Consumer Report 2024, reviews (average score, number, and recency) are leading components of an attorney’s online reputation.

Consumers trust reviews because they come from a third-party source. Potential clients perceive them as more objective than a firm’s website, especially when it comes to the experience of working with the firm. 

Review requests can go a long way toward enhancing your online reputation, and they are one of the most cost-effective methods for achieving this. All you need is a routine and a basic script you can adapt when the situation calls for it.

When and how to ask for a review

You can request a review in person when you’ve delivered favorable results for a client. Or have earned appreciation by going above and beyond for someone. Consider having a stock of business cards that include links or QR codes for your GBP and profiles on Avvo, Martindale.com, and Lawyers.com. Client reviews on professional sites may seem more trustworthy to some potential clients. 

Hyperlink to these pages any time you request a review by email or social media. Post-case follow-ups are often ideal moments for requesting a written review, especially when things turn out better than expected.

5. Engage on social media

According to a Pew Research Center survey of 5,733 U.S. adults, YouTube and Facebook are the most used social media platforms. Building a presence on Facebook, LinkedIn, and other platforms makes it easier for you to connect with potential and past clients, sometimes at no out-of-pocket costs.

Organic and paid social media marketing

Organic social media includes all the content you don’t pay to post. You can post firm updates, share engaging content about your practice area, or start a discussion on a topic clients care about, all for a minimal time investment. 

Organic posts primarily reach your followers, making it challenging to reach new audiences directly. If your goal is to grow your firm’s client base, your best bet is to post highly engaging content and encourage followers to share it with their circles.

Paid social ads are another way to reach new potential clients. These ads are cost-effective because you pay based on engagement, similarly to Google Ads. Additionally, social platforms allow you to target specific demographics, including geographic areas, making it easier to focus on high-potential audiences.

Maximize ROI through two-way engagement

Much of social media’s potential lies in the social element. They encourage dialogue and the sharing of content, which builds relationships and helps clients connect with the people behind the content.

Make the most of this feature by sharing thought-provoking material and encouraging comments. Continue the conversation by responding to comments and replying quickly to anyone who contacts you via direct message.

Choosing the right tactics for your firm

Any of these tactics can provide a strong ROI for your law firm’s marketing dollars. Choose those that seem the most approachable, given your current resources. Keep track of the results and adjust your strategy as needed. Learn more about how Martindale-Avvo can help you promote your practice areas at a reasonable cost to capture new business. 

Keep your Martindale.com, Avvo and Lawyers.com profiles up to date and solicit new reviews continuously. Provide an excellent experience every day, and clients will be eager to share their experiences.