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marketing for lawyers

Marketing for Lawyers: 6 Online Marketing Tips To Get Started

Digital marketing is an effective way for lawyers, solicitors and barristers to reach their target markets effectively online. In this article I list six tips that will help you get started easily and increase your leads and get more clients.

There are many ways to promote your law firm online and some are more effective than others. So, it’s important to find the most relevant for you.

You can do a lot of testing and run some social ads, optimise your website for Organic rankings and many others. However, the most effective and most scalable is pay per click advertising through Google.

Follow these tips to get started and start marketing your law firm today.


1. Invest in Google Ads

An effective marketing channel for marketers is Google Ads. It allows you to target people who are looking for a lawyer in your location and you can target them with your services.

Google Ads is the most effective online marketing channel because you’re targeting highly qualified people that are ready to signup. It’s unlike other channels where you will be trying to get them interested in your services first.

First, you’ll need to create a Google Ads account at and follow the instructions there.

Google Ads Account

Next, you’ll create a new Search campaign for your law firm. You will do some keyword research and create text ads to advertise to people that are actively searching.


2. Review Your Landing Pages

Your landing pages are important for your online marketing efforts. With good landing pages you’ll see an improvement in engagement and more people will contact your law firm.

It will also help to reduce bounce rates, when people arrive on your landing pages and leave without viewing other pages or making contact. So, you should aim to get a bounce rate that is below 50% and continue to work to improve it.

Bounce Rate


Also, good landing pages help to improve Quality Scores in your Google Ads account. Scores above 7 are good and mean that your visitors are engaged and finding what they are looking for.

Quality Score

So, make sure your pages have excellent content that is sufficient to help searchers find what they are looking for from your legal firm. And include a good call to action with a good contact form.


3. Conduct market research online

There are tools that help you see what other law firms in your targeted locations are doing in their marketing efforts.

This includes seeing how much they are spending on their pay per click (PPC) campaigns and which keywords they are bidding on. A good tool to help you with this is the Competitor research tool in the SERanking platform.


Competitive Research



And there are keyword research tools that help you find keywords to bid on. A good one is the Keyword Planner tool in your Google Ads account. It’s a free tool and you can use it to find new keywords to add in your campaign and see what you are likely to spend for each and do some forecasting to help you with budget setting.

Keyword Planner Tool


4. Target people who are searching

There are different campaign types you can run in your Google Ads account. These include Search, Display, Video, Remarketing, Local and others.

Campaign Type

As a law firm the most relevant for you is a Search campaign because it allows you to target people who are actively searching for your legal services. And you do that by adding keywords that you find during your research.


5. Track your enquiries and leads

There are a number of ways you can track enquiries and leads that come through to your business. In Google Analytics you can track each lead that comes through from your website on your contact forms. So, you can create goals to track this, and it will track all your traffic sources such as Referrals, PPC, Email, Direct visitors, Social media and so on.

Analytics Goals Templates

And for your Google Ads campaign you can use lead form extensions to track when people contact you directly from your ads.

Lead Form Extension

Also, you can add call extensions to track calls that come directly from your ads through to your law firm.


6. Hire a PPC consultant

One of the quickest and most effective ways to get started with your marketing is to hire a pay per click (PPC) consultant. You will get help setting up and managing effective Google Ads campaigns and avoid many of the mistakes that many new advertisers make.

You will also work closely with the PPC consultant to ensure you’re achieving your marketing goals.

Just make sure they are qualified and have Case Studies and reviews that show past work they’ve done. I have many years experience offering marketing services for lawyers in the US, UK, Canada, Australia and a few other countries. Get in touch with me to discuss.


Case Study

TQ Legal is a law firm run by a barrister based in London. The firm works with a wide range of clients in various cities in the UK providing services such as fraud, road traffic offences, financial crime and others. They contacted me to setup new campaigns targeting various cities. The campaign I setup achieved an impressive 10% conversion rate quickly. Read the full case study.


Get in Touch

As a Google Ads specialist creating digital marketing strategies for lawyers, I am confident I will be able to help you setup a targeted campaign. Use the form below to contact me to discuss.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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