What is Digital Marketing for Lawyers?

Digital marketing for lawyers is about using smart strategies to help your law firm get noticed online. It includes different methods such as SEO, PPC, CRO and more... to bring in new clients and grow your online presence. If you are not a prosecutor, public defender, or corporate lawyer, you need a steady stream of new clients to do well in the legal world. Digital marketing can help your law firm stand out in a competitive market.
What is Digital Marketing for Lawyers?

How Does Digital Marketing Help Law Firms?


With SEO, law firms can rank their keywords on Google's #1 page, building brand awareness, focussing their target audience and increasing organic traffic in the process.


With PPC, law firms gain immediate ROI through bidding the most relevant and cost beneficial keywords.


With CRO & UIUX, law firms can optimize their user experience based on data analysis, heatmaps and A/B testings, thus enhancing both SEO & PPC conversions.


With Content Writing, law firms can recurringly write insightful legal content, enhancing their expertise, experience, authoratativeness & trustworthiness.

Why Choose First Page As Your Law Firm's Digital Marketing Agency?

Why Choose First Page As Your Law Firm's Digital Marketing Agency?

Why Choose First Page As Your Law Firm's Digital Marketing Agency?

1. Tailored Services

We provide solutions based on the client’s situation. You want more leads? We got PPC specialists. You want more traffic to your website? We are one of the best SEO agencies in Hong Kong. You need help in content writing & implementation? Our writers and web developers got you covered.

2. Data-Driven

We built a powerful in-house and proprietary project management tool called SENTR™ to help you streamline your digital marketing campaigns. We believe that data is key to creating effective digital marketing strategies.

3. Experience

Simply put, we have over 10 years of digital marketing experience. We understand law firm’s pain points, which keywords best fit their client’s search intent, most frequent questions they will ask and so on…

4. Transparency

Our campaign pricing, timeline, procedures and performance are all fully transparent. Our lawyer clients are also given access to an online portal where they can see their marketing stats in real-time.

Best Law Firm Digital Marketing Strategies

Best Law Firm Digital Marketing Strategies

Best Law Firm Digital Marketing Strategies

1. Determine Your 5s Goals

Establishing well-defined, attainable objectives is essential for the effectiveness of any digital marketing plan.

Sell – Digital platforms offer new ways to sell products/services, like e-commerce channels and social media sales.

Serve – Through digital channels, brands can improve customer service with fast support and self-service options.

Save – Digital transformation can cut costs by automating tasks, digitizing records, and optimizing operations.

Speak – Digital platforms allow brands to have two-way conversations with audiences via personalized content.

Sizzle – Brands can use digital to create excitement and engagement through creative campaigns and experiences.

2. Research Your Target Audience

Before deciding on the platforms where you’ll share content and advertise, it’s important to know where your law firm’s clients are coming from and where you should be marketing. For instance:

  • A personal injury attorney might acquire most of their clients from local organic searches, which direct visitors to their regularly updated accident blog.
  • A divorce attorney might get numerous case inquiries due to their active participation and question-answering in various divorce support communities.
  • An employment attorney might receive case assessment requests via their LinkedIn page.


3. Create A Website

The primary objective of your marketing endeavors, including traditional offline strategies, is to direct potential clients to your website. Your law firm’s website can make a strong first impression that either retains visitors or pushes them towards your competitor’s site. Your website should be sleek, up-to-date, and fast-loading. Sites with outdated fonts and graphics, slow loading times, and excessive content can result in visitors departing within mere seconds.

Did you know that mobile devices are responsible for more than half of all internet traffic? As of November 2023, people using mobile devices contribute to 56.2% of all website traffic.

This data indicates that mobile is rapidly becoming the favored method for online brand interactions. As such, it’s vital to rigorously test your law firm’s website to confirm it’s optimized for mobile. If it isn’t, users on mobile devices may find it difficult to engage with your brand or consume your excellent online content.


4. Kickstart With SEO

Search engine optimization is a fundamental requirement for lawyers engaged in online marketing and advertising. Your potential clients need to locate you, whether they’re searching for attorneys in your firm, your law firm’s name, or, most critically, seeking legal advice and representation. By employing a law firm SEO agency and maintaining consistent SEO efforts, your work can yield benefits for years to come.

Why is SEO Important for Lawyers?
SEO matters greatly as it enables potential clients to discover you. Attorneys should keep in mind that SEO isn’t only about what they do on their website (on-page SEO), but also what they do on other websites and social media (off-site SEO).


5. Optimize With PPC

If we consider law firm lead generation as a “waterfall,” PPC and paid ad campaigns represent the most vigorous flow. PPC services can accelerate lead generation for lawyers much faster than organic content that has worked its way to the top of search engine rankings. In a blink, your website could be exposed to thousands of potential clients.

PPC functions by advertisers bidding on keywords and paying per click to steer traffic towards their websites. The main disadvantage of PPC advertising is its dependency on funding – the moment you stop, the leads stop too. Paid ads can be substantially costly, depending on the nature of cases you are targeting.

For instance, the highest CPC for keyword “lawyer hong kong” was HK$33.53 page bid in November 2023. Not far behind was “Hong Kong law firm” with the highest CPC of HK$29.92.

Why is PPC Important for Lawyers?

PPC ads play a crucial role in swiftly connecting with new clients. Evergreen content that is both relevant and informative, like a practice area page, requires time to climb to the top of Google search results. For new attorneys, it can take years for their content to reach the top of search engine results pages.

6. Write More Content

There is a saying in 2023, and will even be more emphasized in 2024. “Content Is King”. Every content piece you share can drive new visitors and leads to your law firm. Simply put, content marketing helps with search engine optimization. Do competitor research for your content. If competitor law firms publish 3,000-word articles on a topic, Google may rank your shorter content lower in search results. Headers, readability, bullet points, structure, reference links also play a part in content strategy.


7. Wrap Up With CRO

Conversion Rate Optimization is all about effectively utilizing the leads acquired through your various strategies. CRO entails gathering contact information from potential clients and establishing a follow-up process to further engage them into the sales funnel. Without CRO, your lead generation techniques might not significantly influence your business.

Common Law Firm Digital Marketing Mistakes

Common Law Firm Digital Marketing Mistakes

Common Law Firm Digital Marketing Mistakes

1. Lacking Human Touch & Connections

Lawyers may struggle to convert clients if they don’t form a connection with them. Regrettably, many attorneys fail to grasp that their clients are seeking someone who can ASSIST them navigate a tough and potentially the most convoluted legal situation they’ve ever faced.

— Solution
Video testimonials from past clients can powerfully demonstrate your empathetic understanding of your clients’ legal issues and your competence in achieving results. Additionally, video FAQs can address some of your potential clients’ preliminary questions, making them a “warmer” lead when they reach out to you for a case review. Remember to include video schema once you added these videos, so Google can understand them better!

2. Not Creating Positive Reviews

Reflect on your personal experiences as a consumer reading reviews. For instance, have you ever sought reviews for a movie, a restaurant, or a product on an e-commerce platform like Amazon? Even if you’re not in the habit of writing reviews, chances are you’ve read reviews and testimonials while contemplating a purchase, opting for a service, or planning to visit a business.

— Solution
Genuine online reviews from actual clients are essential to building trust. Just as with blogging, keeping things current is key. On your website, your “testimonials” can be timeless and need not be dated, but you should regularly solicit reviews on third-party websites like Google and Yelp. Remember to include review schema once you added them on your website, so Google can understand them better!


3. Targeting Wrong Search Intent

Search intent is the purpose behind a user’s search on the internet. It’s crucial for SEO because it helps provide the most relevant results.

For the keyword “lawyer services”:

  1. Informational Intent: Users want to know what services a lawyer offers.
  2. Navigational Intent: Users are trying to find a specific website related to lawyer services.
  3. Transactional Intent: Users are looking to hire a lawyer.
  4. Commercial Investigation: Users are comparing different lawyer services.

Understanding these intents helps tailor content to meet user needs, yet sometimes our lawyer clients might make the mistake of targeting the wrong keywords of the wrong intent.

— Solution

Look at what Google shows on the SERP when you type in the keyword in the search bar. When you read more of these results, you will start to gain insights and patterns on what type of keywords Google prefer to rank for which search intent.

Frequent Asked Questions From Our Law Firm Clients

Results can vary based on the strategies used. SEO efforts often take several months to show significant results, while PPC campaigns can provide immediate visibility.

Key performance indicators (KPIs) like website traffic, conversion rates, and social media engagement can measure success. Also, tools like Google Analytics provide valuable data.

Monitor reviews and social media mentions, respond to negative feedback constructively, and encourage happy clients to leave positive reviews.

Conversion rate is the percentage of visitors who take a desired action on your site, like filling out a form. It’s a key metric in assessing the effectiveness of your digital marketing.

It depends on the size and complexity of your campaigns. Smaller firms may use a single individual, while larger firms may benefit from a dedicated team.

SEO (Search Engine Optimization) helps your website rank higher in search engine results, making it more visible to potential clients.


Send us a message and we will call you back

Your details are always securely stored.