7 Law Firm Marketing Strategies for 2022 (With Case Study Results)

7 Law Firm Marketing Strategies for 2022

Will this be the year that you take control of your law firm marketing strategies and begin growing your firm with the help of Google and all of the traffic it can bring?

Visualize for a moment that you do a Google search for your law firm’s keywords and find your website on the first page ready and willing to accept all of the traffic that comes with page one rankings.

What would that mean for you? For starters, it would mean more traffic, more qualified leads, and more revenue.

I’m ready to show you how you can grow your law firm in 2022 using these 7 law firm marketing strategies that will help engage your readers and force them to trust you.

Are you ready? Let’s get started.


1. Brand Your Law Firm

Many business owners think that branding is simply having a logo, some pretty letterhead, and maybe a polo shirt or two with your logo neatly displayed.

In the past, this is how a company branded their business. In today’s age however, there is more to it than that.

Create an image that you want people to visualize when they see your name. What is it that you want to tell them about your law firm?

  • What is Your USP (Unique Selling Point)?
  • What is it about your law firm that a potential client would find comforting?

What is it that the personal injury firm below wants you to see?

That’s right, their USP is that they specialize in railroad injuries and they obtain large victories for their clients.

seo for personal injury lawyers2. Why Should a Potential Client Trust You?

You are up against one of the most competitive industries out there, not just inside the courtroom, but online as well. How can you prove in mere seconds why a potential client should trust your law firm with their case?

One of the most important ways to do this is by using your website to tell a story.

  • List your awards
  • List your reviews
  • Most importantly, list results you have achieved for other clients

3. Be Clear About Your Law Firm and What Services You Provide

Remember that the general public does not know anything about law firms. For example, they may think that all lawyers are trial attorneys, but you know that is not the case. You have to tell them what you do, and be specific.

List all of your practice areas, and if you want to avoid getting phone calls for services you don’t provide, this is one of the best strategies you can use.

4. How Can Someone Get in Touch?

Take a good look at your website, and pretend for a moment that you are a potential client.

Good marketing is telling someone what you want them to do.

  • Do you want them to call you?
  • Fill out a contact form?
  • Come to your office?

What is it that your visitor should do to get an appointment with you? Whatever that is for your law firm, say it loud and clear so it’s the first thing people see when they get to your website.

5. Make it Personal

Website visitors like visuals. This could be in the form of a video, a photo of your staff, office, even a review that is perfectly placed on your home page.

Let them know that you are in fact real and make them feel comfortable with you before any contact is made.

6. Show Them You’re Social

Advertise your social media sites on your website. Show potential clients that your law firm is modern and up to date on everything the internet has to offer.

Before you do this, make sure you are active on those sites. No one wants to go to a Facebook page that has not posted anything in over a year.

7. Start an SEO Campaign

If you’re not already doing this, find a way to add this into your marketing budget.

Your competitors are doing it, and if your website is not showing on the first page of Google, you are losing out on more than 75% of the traffic. Why? Because 75% of internet users never look past the first page of the search results.


4 out of 5 consumers use the search engines to find information.

There is no better way to put yourself in front of potential clients than by taking advantage of organic searches.

Take a look at the screenshot below. This shows how one of our clients went from almost zero traffic to a near 800% increase in about 4 months.


law firm seo case studies

Take a look at this case study from one of our criminal defense clients’ SEO campaign.

There are hundreds of factors that Google considers when it decides who to allow on page one of the search engine results. Let’s take a look at a few of them:

Some of the top SEO factors to consider in 2022 include:

  • Keyword research
  • Enticing page titles
  • Easy navigation for the user
  • Page load time
  • Reducing the bounce rate
  • Writing content around your practice areas
  • Using schema
  • Using video to showcase your firm
  • Make it mobile-friendly
  • Using authority sites to your advantage
  • Good local seo to target geographic visitors

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