law firm marketing

Your prospective client needs a lawyer. They enter the keywords “lawyers near me” in Google and your law firm appears. As they scan through the search results, they see your law firm, again and again. Most of the information they see demonstrates your ability to get things done for your clients. Slowly they begin to realize the truth. You’re something special. 

Imagine that you could achieve these results in your law firm. What would this do for your career, reputation, or firm? 

Local Search Can Solve Lead and Profitability Problems for Lawyers

The majority of small to medium-sized law firms struggle with at least one of the following problems: 

1. Firms aren’t receiving quality or quantity of leads they need
2. Lawyers are struggling to close the leads they have
3. Law firm margins are too small due to mistakes like discounts, write-downs, and write-offs
4. Firms are undercut by low cost providers and industry disruptors like LegalZoom, Rocket Lawyer, or AI chatbots.
5. Their advertising costs are too high
6. They’re attracting poor quality clients, which hurts realization and retention rates in the long term

Local search can help lawyers address these problems. Using local search, law firms can:

• Increase the number of traffic-producing keywords that drive clients to their site  
• Make credibility, authority, and prestige markers (e.g., awards, specialization, wins) more visible in Google
• Increase the number of leads generated so they can raise their prices comfortably
• Make competitors irrelevant or zone them out of Google’s search results
• Decrease advertising costs by getting others to rave about your firm
• Attract clients who will fight for your attention, spend more with your firm and pay higher fees

It’s simple, but it’s also incredibly effective. 

How Lawyers Can Increase Traffic, Leads, and Revenue via Local SEO

There are several low cost and no cost tactics lawyers can use to boost search results. Before we take a look at these tactics, let’s cover some general principles regarding marketing. These aren’t absolute rules. They’re simply important details to keep in mind. 

1. Paid advertising produces results faster. Using services like Facebook or Google Ads means you’re able to generate traffic, leads, and revenue immediately. The nature of paid advertising and marketing means these paid services lack longevity. Results go away as soon as you stop paying. 
2. Free advertising takes time. Free tactics like search engine optimization, review management, influencer marketing, etc. all require time to generate results organically. If results are rushed, they’re typically pretty lackluster. As a general rule, free advertising tactics perform well over the long term. It takes time to set up but lasts for a long time. 
3. Combine free and paid advertising tactics for the best results. Combining free and paid advertising tactics produce exponential growth (think 2 + 2 = 42). Both of these tactics play off each other, boosting your firm’s reputed and presumed credibility. 
4. Paid advertising can be free. Structure your offers the right way, and your paid advertising can be free. This can be accomplished in several ways, i.e., using paid ads to send prospective clients to a paid consultation page to gauge their interest. 

With that in mind, let’s take a look at the local search tactics you can use to generate 2x more leads. 

• Optimize Your Google Business Profile: Regularly update your Google Business profile with new photos, posts, and answers to FAQs to improve your local search ranking.
• Build Hyperlocal Landing Pages: Create pages optimized for specific neighborhoods or areas you serve to attract nearby clients.
• Use Local Keywords on Your Website: Incorporate location-specific phrases like “Divorce Lawyer in [City]” across your website, especially in headers, meta descriptions, and service pages.
• Leverage Google Maps for Visibility: Embed Google Maps on your contact page and optimize your location data to appear in map-related searches.
• Get Featured in Local Publications: Work with local news outlets or magazines to publish stories or legal insights that link back to your website.
• Present at Community or Professional Events: Speak at industry conferences, local business meetups, or community workshops attended by your ideal clients.
• Invest in Localized Google Ads Campaigns: Target your city or neighborhood with ads tailored to specific legal needs, like “Estate Planning Lawyer in [City].”
• Become a Legal Expert on Podcasts or Radio Shows: Regularly contribute to local radio programs or podcasts that align with your practice areas to expand your audience.

Just one of these tactics can double your lead generation campaigns. Overlap these strategies, and the positive results grow exponentially. These local SEO strategies can be used to dominate Google’s local search results, many of these strategies, yes, even paid advertising, can be low/no cost tactics when they’re used effectively. 

Here’s the most significant reason your law firm should invest in local SEO: Most law firms aren’t using it well. If most firms are doing the same things poorly, no wonder it isn’t working all that well. But it can. 

Lawyers Near Me = Your Firm, Everywhere

At least, that’s how it should be. When your prospective clients enter location-specific keywords in Google, they should see your firm everywhere. As they scan through Google’s search results, your firm and your accomplishments should appear consistently.

Marketing campaigns to generate leads are a significant investment for many law firms. In return, you expect your law firm’s marketing ROI (return on investment) tactics to produce higher client conversions and be worth the investment of time. Unfortunately, some firms lack the lead capture capability to nurture leads, wasting their marketing spend.

For high marketing ROI, your law firm must have tools and resources in place to effectively capture leads and convert them into clients. Here are eight tips to find the best marketing ROI formula for your firm.

1. Automate Lead Capture and Follow-Up

Effective lead capture relies on having strong intake tools in place. A legal practice management platform that includes customer relationship management (CRM) capabilities gives you an organized way to handle both new inquiries and timely follow-ups.

Consider a system that offers automated follow-up messages to help you reach each potential client as soon as they reach out. Setting up automated, personalized email sequences enables you to connect within minutes — well before any other firms respond. This kind of immediate outreach shows clients you’re attentive and accessible, boosting their trust in you from the start.

2. Track Lead Sources

Tracking the source of every lead gives you powerful insight into which channels truly bring in business. Marketing professionals recommend this approach as a way to keep your marketing budget focused on what works, cutting down on wasted spending and maximizing client acquisition.

Lead tracking tools and analytics can show you which platforms deliver the most reliable leads. If you’re seeing high engagement from organic search but lower conversions from paid ads, for instance, shifting resources toward search engine optimization (SEO) may boost overall client acquisition. Also, consider where your leads are converting to clients. A lead source with a high conversion rate, like a referral program, might deserve more attention and resources.

3. Build a Retargeting Strategy

A retargeting strategy helps your firm stay on the radar of potential clients who have shown interest but haven’t yet reached out. Start by adding a retargeting pixel to your site through platforms like Google Ads or Facebook (a web developer or ROI marketing agency can help you with this task if you’re uncertain how to do this). This pixel tracks visitors and lets you target ads specifically to them, appearing as they browse other sites. Tailor these ads to common client needs in your practice area so they remind visitors of your relevant services.

Choose where these ads appear based on your audience’s habits; Google Display, Facebook, and LinkedIn each offer different reach and targeting options. Regularly review your ads to see which messages bring visitors back and how many result in consultations. Adjust the ad content and targeting based on this data to improve results, keeping your firm top of mind when potential clients are ready to make a decision.

4. Share Useful, Client-Focused Content

Content that directly addresses client concerns and common questions builds trust while helping your site rank better in search engine results. Write blogs, FAQs, and case insights that tackle real issues clients face in your practice area. Many potential clients start by researching online, and when they find answers on your site, they’re more likely to see your firm as a trusted resource.

Incorporate relevant keywords throughout your content to boost visibility in search engines. For example, if your firm handles personal injury, include terms like “car accident claims” or “injury settlement process” naturally within your posts. You can use Google Keyword Planner to research more keywords that can guide your content. Using these targeted keywords draws in readers actively seeking guidance and encourages them to spend more time on your site, building confidence in your firm when they’re ready to take the next step.

5. Strengthen Your Local Search Visibility

One of the best ROI marketing examples for small law firms starts with a well-crafted Google Business Profile. Make sure your address, contact details, and business hours are correct, so local clients can reach you easily. Select service categories that fit your practice — like “criminal defense attorney” or “family lawyer” — to help your profile show up for relevant searches.

Additionally, on your website, include location-specific phrases like “Boston estate planning attorney” or “Seattle immigration lawyer” to help search engines recognize your location and services. Encourage clients to leave positive Google reviews (especially after you win their case or they express appreciation for your services), as these add credibility and can influence potential clients deciding between firms.

6. Offer After-Hours Support

When marketing campaigns drive high call volumes, especially after business hours, missing those calls can mean losing valuable leads. Many potential clients will keep calling firms until they find someone who can help immediately. To avoid this, consider adding an after-hours answering service to handle late calls, take down details, and assure callers they’ll receive a prompt follow-up.

If hiring an answering service isn’t in the budget yet, setting up an informative voicemail or auto-reply with key information—like office hours, emergency contact details, or links to your website—can help bridge the gap. You can also implement after-hours payment options through Bill4Time’s attorney-client portal.

7. Simplify Contact Options

How clients reach you can make all the difference in whether they follow through. Take a look at your website to ensure it clearly displays multiple contact options — phone, email, and a quick contact form are great basics. Including live chat or even a simple chatbot also helps answer questions around the clock, letting potential clients connect with your firm instantly, even after hours. Reducing any hassle in reaching out helps turn curious visitors into clients by keeping the process simple and inviting.

8. Measure and Refine Your Marketing Tactics Regularly

Checking in on your marketing performance at set intervals — monthly or quarterly — helps you see which efforts truly bring results. Rather than sticking with tactics out of habit, focus on tracking marketing ROI metrics that show where your budget delivers the most value, like cost per lead, client acquisition costs, and conversion rates. Use the insights from these reviews to redirect resources toward tactics with strong returns.

What Percentage of Revenue Should a Law Firm Spend on Marketing?

Deciding how much of their revenue a law firm should allocate to marketing depends on several key factors, including firm size, market competition, and growth goals. Most law firms spend 2-10% of their gross revenue on marketing, with adjustments made based on the firm’s specific objectives and their competition. Firms in growth mode or highly competitive markets might allocate even more, sometimes reaching 15-20% to stay competitive.

Smaller firms or niche practices may see a stronger impact with a 3-5% allocation, often focusing on SEO, social media marketing, and other cost-effective digital strategies. Mid-sized firms typically invest 5-10%, allowing for a more diverse marketing mix that includes content marketing, PPC campaigns, and sometimes in-person events. Large firms or firms in particularly competitive areas may need to allocate up to 15-20% to cover a wide range of strategies, including digital advertising, client relationship management, and public relations.

Boost Law Firm Marketing ROI with Bill4Time

Building reliable ROI from law firm marketing takes a focused approach and consistent follow-through on leads. To see real results, tracking each step helps you understand which marketing tactics bring value and which may need adjusting.

Using systems and workflows can help law firms achieve positive, repeatable ROI for long-term success. Bill4Time offers workflows like this, along with robust client management features, lead nurturing, and expense tracking that allow you to make informed business decisions about your marketing. Schedule a demo by clicking the button below, and one of our experts can show you how it all works.

LinkedIn has 1 billion people from more than 200 countries — plenty of potential clients and connections for lawyers who know how to work it. If you’re not using it, you might be missing out on business.

Need some tips on what to post and how to network effectively? Keep reading for the straightforward advice you need to stand out and grow your practice on LinkedIn.

Is LinkedIn Worth It for Lawyers?

LinkedIn is definitely worth it for lawyers. Folks are spending nearly 2.5 hours on social media a day, and some of that time is spent checking out businesses, including law firms like yours. If you’re not active on platforms like LinkedIn, you’re leaving money on the table and missing out on connecting with clients who might be looking for your services right now.

Social media allows prospective clients to get to know your law firm before they even reach out. When they see your posts on LinkedIn, it increases your visibility and brand awareness. They might click through to your website, learn more about your services, and decide to schedule a consultation.

LinkedIn is also a preferred platform for networking. Sharing relevant news and articles allows you to establish yourself as a knowledgeable professional in the legal community. Doing so enables you to build connections with other industry professionals and remain engaged with current developments in the field.

How Many Law Firms Use LinkedIn?

Around 87% of law firms use LinkedIn, according to the American Bar Association’s latest Profile of the Legal Profession. In this same report, LinkedIn is listed as the number one place law firms market themselves, digitally and on paper.

LinkedIn’s widespread use among law firms is driven by its ability to connect legal professionals with peers and potential clients. Active participation on the platform helps law firms expand their networks and enhance visibility within the legal community. Many firms find that effective use of LinkedIn leads to new opportunities and professional growth.

How To Use LinkedIn as a Lawyer Ethically

When it comes to social media, the American Bar Association (ABA) has laid out clear guidelines that every lawyer needs to follow,

First off, according to ABA Formal Opinion 18-480, confidentiality isn’t something you can set aside just because you’re online. Even if you’re talking about something that’s a matter of public record, you still need to be careful. The duty to protect client information is as strong on the internet as it is in your office.

Another point that often gets overlooked is how we handle hypothetical situations. Sure, they’re useful for illustrating a point, but be mindful that even vague details can sometimes be enough for someone to connect the dots and identify a client. It’s easy to forget how small the legal community can be.

Model Rule 1.7 is a big one — avoid anything online that could create a conflict of interest. Something as seemingly harmless as messaging a judge on LinkedIn could cause this to be an issue. It might not feel like a big deal, but it could easily be construed the wrong way, and that’s not a headache you want.

And of course, state bar associations have their own guidelines, and these can vary significantly. Make sure you’re up to speed on what’s required in your jurisdiction.

Why Should Professionals Use LinkedIn for Their Law Firm?

LinkedIn can play a significant role in enhancing your law firm’s visibility and connections within the legal community. Here’s why it’s worth considering:

1. Showcasing Your Expertise

LinkedIn provides a platform to share your legal knowledge. Posting insights, case studies, and updates positions your firm as a trusted source in your practice area. When others see your contributions, it keeps your firm top of mind for future legal needs.

2. Attracting the Right Talent

Expanding your team becomes more effective with LinkedIn. Highlighting your firm’s culture, values, and accomplishments draws professionals who align with your vision. It becomes easier to connect with candidates who could be a great fit when you can easily learn more about them via their LinkedIn profile.

3. Building Professional Relationships

Connecting with other legal professionals, potential referral partners, and industry influencers is another advantage of LinkedIn. These relationships can lead to speaking engagements, publications, and other opportunities that enhance your firm’s reputation.

4. Staying Informed on Industry Developments

LinkedIn is a valuable tool for keeping up with the latest trends and changes in the legal industry. Engaging with relevant groups and industry leaders helps maintain a current and engaging presence while ensuring that your firm stays updated.

5. Strengthening Client Confidence

A well-maintained LinkedIn profile reflects your firm’s professionalism and active involvement in the legal community. Potential clients gain trust and confidence in your services when they see your firm is knowledgeable and engaged.

How To Use LinkedIn for a Law Firm

1. Build a Complete and Professional Profile

Your LinkedIn profile should speak to who you are and what your firm stands for. Make it complete, but don’t drown in details — focus on what matters most. A sharp headline, a clear summary, and a list of your specialties and accomplishments go a long way. You want to give people a reason to trust you right from the start.

If you need a sample LinkedIn summary for lawyers to get started, use the template below and customize it to your needs:

“I am a [Your Practice Area] attorney with [X] years of experience in [Specific Legal Fields]. At [Your Firm Name], I focus on [Primary Services or Specialties], helping clients achieve [Outcome or Value You Provide]. I’m passionate about [Unique Aspect of Your Practice], and I pride myself on [Key Value or Approach]. My work has led to [Notable Achievement or Case Outcome], and I’m committed to [Your Mission or Professional Philosophy]. Let’s connect to discuss how I can assist with your legal needs.”

2. Share Content That Matters

Posting regularly helps keep you on people’s radar, but it’s not about quantity. Quality is what counts. Share insights, legal updates, or your take on recent developments. Make sure what you’re posting is useful, relevant, and reflective of your expertise. The goal is to position your firm as a go-to resource in your area of law.

Pro Tip: Let Bill4Time’s task management features handle your social media workflow. Stay organized and on time, every time.

3. Get Involved in Conversations

Adding connections isn’t enough. Take the time to engage with what others are saying. Comment on posts, offer your perspective, and share content from your connections that resonates with you. Real connections come from real conversations, so don’t hesitate to jump in when something catches your eye.

4. Check Out LinkedIn Groups

Join LinkedIn groups that align with your practice or interests, and be active in them. Whether it’s sharing your knowledge or learning from others, participating in groups can lead to valuable relationships and insights. It’s a way to stay connected with the pulse of your field.

5. Use LinkedIn to Know Who You’re Dealing With

Researching potential clients, partners, or even opposing counsel on LinkedIn can give you a leg up. Understanding their background, interests, and connections can provide valuable context that you might not get elsewhere. Knowledge is power, especially when it comes to business development or case preparation.

6. Keep an Eye on What Works

Review your LinkedIn activity regularly. Notice which posts get traction and which ones don’t. Adjust your strategy based on what resonates with your audience. LinkedIn’s analytics can help you understand who’s engaging with your content, allowing you to refine your approach and keep things moving in the right direction.

Strengthening Your Law Firm LinkedIn Strategy With Bill4Time

You’ve put together a solid LinkedIn strategy, and now it’s time to keep it running smoothly. Managing content, staying engaged, and keeping up with industry trends can quickly become overwhelming without the right support.

Bill4Time can help simplify the process. Its task management features make it easy to plan and execute your social media schedule, ensuring you stay organized and consistent. Bill4Time can also help you manage your entire practice, from keeping track of clients and billing to handling all the day-to-day tasks that come with running a law firm. It’s a comprehensive tool that supports every aspect of your work, so you can focus on growing your practice.

If you’re ready to simplify your workflow and see how Bill4Time can support your firm’s success, consider trying out a demo.

If you’re ready to simplify your workflow and see how Bill4Time can support your firm’s success, consider trying out a demo. Discover how it can help you stay organized, from social media management to client tracking and beyond.

If you’re ready to simplify your workflow and see how Bill4Time can support your firm’s success, consider trying out a demo. Discover how it can help you stay organized, from social media management to client tracking and beyond.