How Do New Law Firms Promote Themselves Online? A Look at Three Popular Options

February 24, 2023


The number of Law firms out there today is staggering. Statistics indicate that as of 2023, there are over 449,633 Law firms in the U.S. That is close to half a million firms that are competing for clients every single day. Each one has its own unique marketing strategies, which means that you are not just competing against other law firms. You are competing against their marketing strategies as well.

So many marketing options exist today that it can be confusing to know which one is worth your money. As with all things in life, a combination of options usually works the best. The same is true in marketing a law firm, and today, we are going to look at four of the best ways to get your law firm’s name out there.


 1. Search Engine Optimization (SEO)


Search engine optimization is probably one of the oldest and most well-known digital marketing solutions. It has existed for almost as long as search engines have and involves adjusting the content of a website in order to be more optimized for a search engine’s algorithms. 

This process involves analysis of keywords, adjusting on-page and off-page optimization, improving local SEO metrics, and creating high-value content. The biggest benefit of having an SEO-optimized website is that it increases the visibility of your law firm’s website. 

In today’s modern world, your official website is often the face of your business. Being more easily visible on the internet is an excellent way to get noticed and find new clients.

Mass tort marketing experts can be incredibly useful when it comes to optimizing your law firm’s SEO. Delegate work to SEO companies in Europe, America, or Canada, who are highly trained and understand the intricacies of effective online search engine optimization, allowing them to craft a comprehensive and effective SEO strategy for your practice. They know what terms and phrases will bring up your website in web searches, as well as strategies to ensure that you appear on top of the list with more visibility than other firms in the area.


2. Pay-Per-Click (PPC) Advertising


Pay-Per-Click advertisement, or PPC, is also one of the earliest forms of digital advertisement and operates on the principle that you only have to pay when your ads are clicked on. With other advertising methods, you don’t really have a guarantee on how many people are going to actually land on your website. 

Instead, you simply trust in the effectiveness of the advertising method and pay the asking price in faith.

PPC for lawyers can be very effective because you are able to target your audience with precision. With PPC advertising, you are able to ensure that you only get charged when a specific keyword that only a potential client would be interested in, such as “divorce lawyers,” is clicked on.

As you can imagine, the benefit of this sort of advertising is that you are not shooting your shot into the air but are ensuring that only the people who are truly interested will arrive on your landing page. The other main benefit of PPC advertising is that it offers extremely clear and measurable results, which makes adjusting your marketing strategy in the future even easier.


3. Social Media Advertising and Content Creation


The main benefit of advertising on social media is that social media platforms are where most people in today’s world spend their time. Think about it, people spend several hours every day on sites like Facebook, Twitter, and Instagram. It makes sense to ensure that your law firm is visible where the people are.

Almost everyone is familiar with social media marketing and advertising, but people tend to think these are generic advertisements. This is a misconception. There are a variety of additional ways that advertisements can happen on social media, and not all of them are direct promotions.

You have quite a bit of flexibility in the way you can present your law firm on social media. A lot of businesses find great success in alternative approaches, such as using humor in the form of skits. If you want to present a more serious image, you could focus on educational content in the form of tips and advice related to law.

Such forms of content creation have the bonus of building an indirect fan base who are more likely to share content like this over a generic advertisement. This expands your brand visibility significantly.



There is no denying that marketing a law firm, or any business for that matter, involves a considerable amount of effort and money. However, using a combination of the methods discussed above will most definitely get you a significant boost of visibility for your law firm.

Additionally, having a clear goal in mind about what you hope to achieve with marketing is important. You don’t want to be marketing just for the sake of marketing. Instead, spend some time brainstorming with your team or with a 3rd party consultant about what it is your firm truly needs to take its reach to the next level.


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