Home » Internet Marketing Services by Industry » Internet Marketing for Legal Services » Internet Marketing Strategies for Lawyers

Internet Marketing Strategies for Lawyers

Lawyers deserve the best digital marketing specialists to promote their businesses. They provide innumerable services to help clients navigate contracts, court affairs, and bureaucratic tape.

Ideally, a lawyer’s website will make it easier for potential clients to find them. People search online to find law practices that can serve their needs, more so than using the Yellow Pages. They can find information about the different specialties that a certain practice provides, say in either financial or family law. Clients can also find law offices with suitable locations and plan logistics accordingly.

A website is also less expensive in the long run and easier to update than a billboard or television ad. Rather than schedule a new photoshoot or record video, a lawyer can simply work with a host to promote new services and value. The website developer can update their services, post blogs on their clients’ behalf to show legal expertise, and increase competitive advantage.

Digital Marketing Strategies for Lawyers

Lawyers need to create their brand online, and they can’t do it alone. They can’t even practice alone, given the statistics of lawyers entering and staying in the field. High levels of competition drive lawyers and law firms to look for other resources to promote their business in order to attract new clients. Optimum7 is an internet marketing company with over 12 years of experience working with clients from all industries. Some of our services include:

  • Mobile friendly web design
  • SEO content creation
  • PPCLocal search engine optimization

…and more. Reach out to one of our digital marketing experts to discuss the opportunities for success.

Speak to an Expert

Why Do Lawyers Need Internet Marketing?

In 2018, 1.34 million lawyers practiced in the United States. Compare to 2008, where only 1.16 million lawyers practiced; competition has increased. According to the American Bar Association, enrollment for a J.D. degree increased by 1.2 percent in 2018. Although the number of law school graduates are steadily decreasing, 34,338 students graduated in the same year, and 24,402 passed the bar exam. Lawyers have to compete against each other and use the tools they have to secure clients.

Internet marketing can change the game for lawyers. They can brand themselves and stand out against their competitors, and appeal to consumers more adept at seeking information and actively searching for services. This branding makes all the difference when there are thousands of lawyers practicing and only so many clients needing experts on contracts.
A lawyer can also identify their primary target market through analytics. They can check statistics on ad clicks, web content, and such; the data helps refine a reach strategy while going forward.

Results We’ve Generated

Average Increase in Website Traffic


Average Increase in Conversion Rate


Monthly Total Leads Generated


We become an indispensable resource for our clients to drive traffic and leads.

Duran Inci
CEO of Optimum7
See How We Can Help You Grow Your Business
Want to speak with an expert? Call 866-848-6072

SEO, PPC , Web Design, and Social Media


Search-engine optimization (SEO) is the act of improving a website’s visibility through search engines and keywords. To do so, one needs to look through a website’s copy and URL, to make sure that the terms will show up on a search engine and match with the algorithm. With Google algorithms changing, a website also needs to make sure they change their terms.

For lawyers, SEO is important because precise wording can bring the right client right to your doorstep. Clients want to directly solicit a lawyer that can assist them in specific practices. The exact keyword allows a search engine to identify a law practice that meets a consumer’s needs. SEO experts know how to identify these keywords and utilize them for a higher rate of return.


Pay-per-click (PPC) is when advertisers pay web publishers based on how many times a website’s ad is clicked. Google ads are one example of PPC since users are less likely to distinguish a sponsored Google search result from one that the algorithm generates. Usually, these ads appear first in a search engine, marked “sponsored,” and alert a user about how the ad matches what they are seeking online. PPC can also increase brand awareness by reinforcing firms’ names for consumers as they search. It can work in tandem with SEO to reach these potential clients.

PPC ads can have a high startup cost with a lower rate of return if not designed and managed properly. A lawyer needs to make sure that they have precise language and consistent branding if going this route, with measurable analytics. They also have to make sure they reach clients to whom they can deliver specific products and services.

Web Design

Businesses can make either a great or terrible first impression with their website. For all intents and purposes, a website is a digital storefront where products or services are put on display, and the design will. 75% of people admit they judge businesses based on their website design.

A lawyer’s website needs to convey important information to potential clients: what form of law you practice, what services your firm offers, contact phone or email, and your location. It also needs to make a good impression on the user. You want people to come back and seek the information they need, and associate positively with your law firm or practice.

What’s more, web design needs to reflect the branding of a lawyer. It has to reflect polished confidence. Comic Sans as a font would be out because it looks immature and childish, but an elegant serif font would show more professionalism and convince clients that the practice is serious. If you have consistent branding, then you have a clean storefront, and a precise message for potential clients.

Social Media Marketing

Good social media can reinforce branding for lawyers and the messages they want to convey about their firms. They can get feedback from clients in real time, display their expertise in public debates regarding law, and earn a following consistent with professionalism. Feedback and monitoring business trends can make all the difference when the Internet has drastically increased the speed of information conveyed internationally.

Ideally, having multiple efficiently managed social media channels means that a firm will be able to proactively reach out to clients, especially to address questions and comments, and foster positive relationships in the long run. A personable face on social media also leads to a brand having authenticity.