If you're running a law firm, you already know how important it is to bring in new clients. But getting noticed online can feel like a full-time job on its own. The truth is, law firm internet marketing is one of the most effective ways to grow your practice, without wasting your time or budget.
The key? Having a smart, focused plan that gets your firm in front of people who are already looking for legal help.
If you’re wondering whether digital marketing is really worth the time and effort for your law firm, here’s the short answer: yes. In fact, it’s one of the smartest ways to bring in new clients, especially in today’s world where everything starts with a Google search.
Think about it: when someone is in legal trouble, needs advice, or just has a question about their rights, where do they go first? Most people don’t flip through the phone book or wait to get a referral. They pull out their phone or laptop and type something like “divorce lawyer near me” or “what to do after a car accident in Florida” into a search engine.
That’s exactly why law firm internet marketing matters. It helps your practice show up where people are already looking for legal help, online. But it's more than just being visible. A strong marketing strategy also helps you stand out from the competition, build trust with potential clients, and guide them toward choosing you.
Here’s what a smart internet marketing plan can do for your firm:
When someone searches for legal help, you want your firm to be one of the first names they see. That’s where search engine optimization (SEO) comes in. SEO helps your website rank higher in search results so that potential clients find you before they find your competitors. If you’re not on the first page of Google, chances are you’re being overlooked, no matter how great your services are.
People are more likely to hire a lawyer they feel they can trust. With law firm internet marketing, you can build that trust through helpful blog posts, clear service pages, and real client reviews. When someone visits your site and finds answers to their questions or reads a great review, they’re already starting to feel like you’re the right choice.
You might be wondering: “Do reviews really matter that much?”
Yes, they do. According to multiple industry studies, most people trust online reviews just as much as personal recommendations. So having positive, recent reviews on platforms like Google and Facebook can be a major factor in getting someone to reach out to your firm.
Getting traffic to your site is only half the battle. The real goal is to turn those visitors into phone calls, form submissions, or booked consultations. That’s where having a user-friendly website with clear calls-to-action (CTAs) makes a big difference. Your website should make it easy for people to contact you, ask a question, or schedule an appointment. A confusing or outdated site can drive people away, even if they were interested.
One of the biggest myths about marketing is that you need to spend a lot to get results. The truth is, law firm internet marketing helps you get more for your money, especially when you focus on strategies like SEO and content marketing that deliver long-term value.
Paid ads can work, but they can also get expensive fast, especially in competitive areas like personal injury or criminal defense. If you’re not careful, you could spend hundreds (or even thousands) per lead. A smarter approach is to combine a solid website, great content, and strong local SEO to build steady, affordable traffic over time.
Because the way people find lawyers has changed, and it’s not going back. If you want to keep growing your practice, you need to meet potential clients where they already are: online.
Law firm internet marketing isn’t about being flashy or spending the most money. It’s about being visible, being helpful, and building trust with the right people at the right time. Whether you’re just getting started or looking to improve your current strategy, internet marketing can help you attract better clients, work more efficiently, and grow your law firm with confidence.
If you’ve ever felt like you’re spending money on marketing without seeing results, you’re not alone. Many law firms struggle to figure out which strategies are actually worth the cost. The good news? You don’t have to throw money at every ad platform to grow your practice. You just need a plan that helps you attract the right clients, without blowing your budget.
Here’s where to start.
Your website is your online office. It’s often the first impression people have of your law firm, and if that impression is slow, confusing, or outdated, they’ll probably click away and look elsewhere.
So, what makes a law firm website effective?
Most people searching for legal help are doing it from their phones. If your site doesn’t look right or is hard to use on a mobile device, you’re losing business. A mobile-friendly design adjusts to any screen size so that visitors can easily read, click, and contact you, no matter what device they’re using.
How can I tell if my site is mobile-friendly? Google offers a free Mobile-Friendly Test. You can also just open your site on your phone and try navigating it. Are the buttons easy to click? Does the text fit the screen? If not, it’s time for a redesign.
Speed matters. If your site takes more than a few seconds to load, people will leave, especially on mobile. A slow website doesn’t just hurt user experience, it also affects your search rankings on Google.
How do I fix a slow website? Compress images, remove unnecessary plugins, and work with a web developer (or a digital agency like THAT Agency) to streamline your site’s performance.
Don’t make people hunt for your phone number or email. Every page on your website should make it easy for visitors to contact you, whether that’s through a click-to-call button, contact form, or appointment scheduler.
Good CTAs include:
Before someone hires you, they want to feel confident in your experience. Your website should include trust-building elements like:
When people see these, they’re more likely to believe you’re the real deal, and take the next step.
A professional website doesn’t just look good, it works hard behind the scenes to turn visitors into clients. THAT Agency helps law firms design custom websites that are built for speed, clarity, and conversion.
You might have the best-looking website in the world, but if no one sees it, it won’t bring in any clients. That’s where SEO for attorneys comes in. SEO stands for search engine optimization, and it’s how you get your law firm to show up on Google when people are searching for legal help.
For example, let’s say someone types “car accident lawyer in West Palm Beach” into Google. You want your firm to appear at the top of the results, not buried on page 5 where no one looks.
The first step in SEO is figuring out what your potential clients are actually searching for. These phrases are called keywords.
Examples include:
Once you know your keywords, you can use them in your website copy, page titles, and blog posts.
How do I find keywords? Tools like Google Keyword Planner or Ubersuggest can help. Or you can work with an agency like THAT Agency that handles keyword research for you.
This means making sure your website content uses the right keywords in the right places, like your page titles, headings, meta descriptions, and image tags. But don’t overdo it. Google wants your content to sound natural and helpful, not robotic.
Publishing useful blog posts, FAQs, and legal guides is a great way to show up in search results and help people understand their options. It also positions you as a knowledgeable and trustworthy source.
Examples of helpful content might be:
The more value your content provides, the more likely it is to rank, and to convert readers into clients.
This part focuses on how your website is built behind the scenes. Search engines like Google need to be able to crawl and understand your site easily. This includes things like:
If your site has technical issues, it could hurt your rankings, even if your content is great.
Most law firms serve a specific area. That’s why it’s important to show up in local search results, especially in Google’s map listings. Local SEO helps you do that.
What helps with local SEO?
Why is local SEO important? Because someone searching for “lawyer near me” is looking for immediate help, and they’re ready to hire. Local SEO gets you in front of those high-intent leads.
By focusing on SEO for attorneys, you can bring in free traffic, build trust, and get more qualified leads, without relying solely on expensive paid ads. And best of all, SEO keeps working for you over time.
If you’ve ever searched for something like “lawyer near me,” you’ve already seen local SEO in action. Most people who need legal help want someone close by, someone who understands the local courts, laws, and community. That’s why local search is such a big part of law firm internet marketing.
When your law firm shows up in local results, especially on Google Maps or in the “local 3-pack” (the top 3 listings under the map), you’re more likely to get calls from people ready to hire.
So, how do you improve your local visibility?
Your Google Business Profile (formerly Google My Business) is one of the most important free tools you can use. It’s what shows up on the right side of Google search results or in the map when someone looks up your firm or legal services in your area.
Here’s what to include:
Why does this matter? Google uses this information to determine when and where to show your business. A complete and optimized profile helps you rank better and look more professional.
Your NAP (name, address, and phone number) should be exactly the same across every website or online directory, like Yelp, Avvo, or legal directories. Inconsistent info can confuse Google and hurt your local rankings.
Pro tip: Use a tool like BrightLocal or Whitespark to check and fix local citations.
Positive reviews can build trust and help your profile stand out. In fact, reviews are one of the top local ranking factors for law firms. But more importantly, they give potential clients the confidence to call you.
How do I get more reviews? Just ask! After a successful case or consultation, send a polite email or text with a link to your Google profile. Keep it short, thank them for their business, and make it easy for them to leave feedback.
If your firm serves multiple cities or counties, create separate pages for each location. These pages should include the city name in the title, URL, and content. For example, a page titled “West Palm Beach Criminal Defense Lawyer” can help you show up when someone searches for a criminal attorney in that specific area.
Each location page should include:
Imagine someone just got into a car accident, is going through a divorce, or got charged with a crime. They have questions, they’re probably overwhelmed, and they’re searching online for answers.
This is your chance to help before they ever pick up the phone.
Publishing helpful, easy-to-read content on your website is one of the best ways to build trust, show your expertise, and improve your visibility in search engines. It’s also a big part of law firm internet marketing and supports your SEO efforts.
Think about the questions your clients ask during consultations. What do they want to know? Use these topics to write blog posts or FAQs on your site.
Examples:
When your content answers real questions in plain language, people feel understood, and they’re more likely to trust you with their case.
Guides are especially helpful when someone is trying to figure out what to do next. For example:
These kinds of posts show you care about helping, not just selling. They also perform well in Google because they’re specific, helpful, and match what people are searching for.
Whenever possible, include information about local laws, court procedures, or regional differences. This helps your content rank better in local searches and shows that you know your area inside and out.
For example, instead of just saying “you can get compensation for an injury,” explain how Florida’s personal injury laws apply. Mention local court timelines, thresholds for lawsuits, or recent case examples.
You don’t need to use complex legal language. In fact, it’s better if you don’t. People who are stressed or in a tough situation want answers they can understand right away.
Use a friendly tone, short paragraphs, and plain English. Your goal is to make someone feel like they’re talking to a helpful professional, not reading a law textbook.
Creating content that answers questions, explains legal topics, and addresses local concerns helps you build trust before a client even contacts you. It also improves your search rankings over time, making your firm easier to find.
When people are looking for a lawyer online, they’re usually facing a stressful situation. Whether it's a car accident, divorce, or criminal charge, they want to feel confident that they’re making the right choice. That’s why online reviews are one of the most powerful tools in law firm internet marketing.
Positive reviews give potential clients real proof that your firm delivers results. They build trust before someone even talks to you. In fact, studies show that most people trust online reviews just as much as personal recommendations from friends or family.
One of the biggest benefits of digital marketing is that you can actually measure it. Unlike billboards or magazine ads, online tools let you see what’s working, and what’s not. This helps you stop wasting money and start focusing on the strategies that bring in results.
If you’re not tracking your law firm’s online marketing performance, you’re flying blind. But with the right tools, it’s easier than you think.
Google Analytics: This tool tracks how many people visit your website, what pages they view, how long they stay, and more. It helps you understand which parts of your website are performing well, and which ones need improvement.
What to look for:
Google Search Console: This tool shows you which search terms people are using to find your site, how often your pages appear in search results, and whether there are any technical issues hurting your visibility.
What to look for:
Call Tracking Tools like CallRail: CallRail lets you track which phone calls came from your website, ads, or landing pages. This is especially helpful for law firms, where most conversions happen over the phone.
Why it matters:
By looking at real data, you can make better decisions. You can put more budget into what’s working, whether that’s SEO, a blog topic, or a landing page, and stop spending on strategies that aren’t bringing in leads.
Digital marketing doesn’t have to be expensive to be effective. In fact, smart, focused strategies often outperform expensive ad campaigns. The key is to invest your time and budget where it really counts.
Here’s how to make sure every dollar you spend on law firm internet marketing is working for you.
Paid ads can work, but once you stop paying, the traffic disappears. With SEO for attorneys, you’re building long-term visibility in search engines. Over time, your site will bring in more free traffic from people who are already searching for your services.
Why it’s worth it:
Running ads without a clear strategy is one of the fastest ways to waste money. If your ads aren’t targeting the right audience, or sending people to a weak landing page, they won’t convert.
Smart advertising tips:
A good landing page is focused, clear, and designed to turn visitors into clients. Instead of sending people to a general services page, use dedicated landing pages for each ad or campaign.
What to include:
Digital marketing for law firms isn’t one-size-fits-all. You need a team that understands your industry, your audience, and your goals. THAT Agency specializes in helping law firms grow online, without wasting time or money on tactics that don’t deliver.
Law firm internet marketing doesn’t have to be confusing or expensive. When you take the time to build a strong online presence, through SEO, content, reviews, and smart design, you can connect with clients who need you, without overspending.
Want to bring in more clients without wasting your budget?
Contact THAT Agency to get started with a strategy tailored to your law firm.
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