Cooper Shattuck, Cartography Consulting, LLC

The legal industry is evolving rapidly, and so is the way attorneys market their services. Gone are the days when word of mouth, a Yellow Pages ad, or a billboard were enough to build a successful practice. Today, harnessing technology for legal marketing is not only a best practice—it is a necessity. And while it’s true that putting all the pieces together can feel like a very steep climb, with a strategic approach and the right tools, attorneys can reach new clients, build stronger relationships, and position themselves as thought leaders in their areas of expertise. Here are some effective tools and trends to help on your way up.

1. Leverage SEO and Local Search Optimization

Search Engine Optimization (SEO) is fundamental to any modern marketing strategy, especially for lawyers. Most clients begin their search for legal representation online, often using search terms like “personal injury attorney near me” or “best divorce lawyer in [city].” To capture these potential clients, attorneys must ensure that their websites are optimized for relevant keywords and structured to appear in local search results.

Key Tools:
• Google My Business: Keep your profile updated with your practice’s latest information to boost visibility in local searches.
• Ahrefs, SEMrush, and AnswerThePublic: These platforms can help identify keyword opportunities and track competitors.
• Yoast SEO (for WordPress users): A user-friendly plugin that can help optimize website content.


2. Content Marketing: Educate to Engage

Content marketing remains a powerful tool for law firms. By sharing informative blog posts, articles, videos, or webinars, attorneys can position themselves as subject matter experts and build trust with potential clients. Focus on providing practical, easy-to-understand insights that address the common concerns of your target audience.

Content Ideas:

• Blog posts explaining recent changes in law or court rulings.
• Video Q&A sessions where you address frequently asked legal questions.
• Case studies that demonstrate your expertise and track record.

Key Tools:
• HubSpot: For creating and managing content, as well as monitoring its performance.
• Canva: For designing engaging graphics for social media posts or blog headers.
• Loom: An easy way to create quick explainer videos or client-facing updates.


3. Social Media: Humanize Your Brand

While social media might seem like a better fit for business to consumer industries, it can be a powerful tool for lawyers as well. Platforms like LinkedIn, Facebook, and even Instagram provide opportunities to showcase your expertise, share client success stories (with their permission), and engage with your community. The key is to create authentic, value-driven content that helps demystify legal processes and makes you approachable.

Key Tools:
• Buffer or Hootsuite or Sprout Social: For scheduling posts across multiple social media platforms.
• LinkedIn: Use it to share thought leadership articles and engage in professional groups.
• Meta Ads Manager: For targeting local audiences with ads that highlight your practice’s strengths and unique services.


4. Pay-Per-Click (PPC) Advertising: Immediate Visibility

While SEO is essential for long-term growth, Pay-Per-Click (PPC) advertising can provide immediate visibility. Google Ads can be particularly effective for attorneys because they allow you to target potential clients actively searching for legal help. Properly crafted ads can direct traffic to a targeted landing page on your website, increasing the chances of conversion.

Key Tips:
• Focus on highly targeted keywords to avoid wasting your budget.
• Direct users to a landing page designed to convert, with clear calls to action and contact forms.
• Continuously monitor and adjust ads to maximize return on investment (ROI).

Key Tools:
• Google Ads: Create and monitor campaigns to drive traffic to your website.
• CallRail: Track calls generated from your ads, helping measure ad performance.
• WordStream: For managing and optimizing Google Ads campaigns.


5. Client Relationship Management (CRM): Build and Nurture Relationships

A robust CRM system is crucial for managing and nurturing relationships with both potential and existing clients. CRMs help attorneys organize contact information, track interactions, and streamline follow-up efforts. For law firms, a CRM can also facilitate marketing automation, allowing you to send personalized email campaigns or reminders for consultations, keeping your practice top-of-mind for clients.

Key Tools:
• Clio Grow: A CRM tailored for law firms, offering features like automated follow-ups and client intake.
• HubSpot CRM: An excellent option for firms looking for a free, scalable CRM.
• Mailchimp: Use it for sending newsletters, case updates, or seasonal greetings.


6. Artificial Intelligence (AI) and Chatbots: Enhance Client Experience

Artificial intelligence is no longer a buzzword; it is a practical tool that can enhance client experience. AI-powered chatbots can handle basic client inquiries, schedule appointments, and direct potential clients to the right resources on your website. This can free up time for your team and ensure that inquiries are handled promptly, even outside regular office hours.

Key Tools:
• Drift (now part of Salesloft): A chatbot platform that can help pre-qualify leads before they reach you.
• LawDroid: A chatbot designed specifically for legal practices to automate client intake and scheduling.
• ChatGPT: An advanced AI language model developed by OpenAI, capable of understanding and generating human-like text for a wide range of topics and tasks.


7. Analytics and Data-Driven Decision Making

The most successful legal marketing strategies are those grounded in data. Understanding which tactics are driving traffic, generating leads, and converting clients allows you to make informed decisions about where to allocate your resources. Google Analytics, social media insights, and other analytics tools can provide valuable insights into client behavior and marketing performance.

Key Tools:
• Google Analytics: Track website traffic, user behavior, and conversions.
• Hotjar: Understand how visitors are interacting with your website through heatmaps and session recordings.
• Sprout Social: Get detailed insights into your social media performance and engagement.


8. Stay Ahead of the Curve

Technology has transformed the way law firms connect with clients, but it is not enough to adopt these tools—you have to use them strategically. By focusing on the right mix of SEO, content marketing, social media engagement, and data analytics, you can build a robust marketing strategy that drives growth and helps you stand out in a competitive market. Remember, the goal is not just to reach more people—it is to reach the right people and provide them with the value they need at every stage of their journey.

Sound overwhelming? We can do it for you. Call or email today to see how we can help keep your marketing up-to-date.