Not hitting those law firm marketing KPIs? We get it, legal marketing can be tough.

Listen to this:

In 2018, there were 33,519 legal service companies in the UK. With the market rebounding in 2024 after COVID, forecasts predict over 2,000 new firms within the next four years.

In such a saturated market, law firms today need more than just credentials to get noticed—they need a standout marketing game.

As a legal marketing agency, we’ve combined our 100 best law firm marketing tips and ideas to help you get noticed (and be remembered).

So let’s dive in.

Law firm marketing tips: planning and strategy.

For a strong marketing strategy, start by defining what makes your firm unique, aligning your brand with client needs, and setting clear goals. Conduct research, map client journeys, and use insights to ensure your approach resonates with your target audience.

1. Identify your unique value proposition

Highlight what sets your firm apart beyond high-quality service. Legal500’s Client Service Awards interviewed thousands of legal clients to understand what they liked and valued about the firms they worked with. Among the top differentiators were:

  • Expertise and specialisation: Clients value firms with deep knowledge in specific areas, such as litigation or private client work.
  • Personal service: Clients appreciate genuine ownership of their relationship by the partner and team, not just institutional handling.
  • Value for money: Efficient service and a sense of added value are more important than price alone.
  • Client-focused approach: Listening to clients' needs and understanding their broader context is essential.
  • Ongoing involvement: Clients want continued engagement even after matters have concluded.
  • Diversity and ethics: Clients expect firms to prioritise diversity, inclusion, and social responsibility.
  • Innovation and efficiency: Use of technology, alternative delivery models, and innovation is valued.
  • Purpose beyond profit: Clients appreciate firms with a clear societal impact and purpose.

2. Conduct a SWOT analysis

It’s boring textbook marketing, but legal marketers are still doing this because it works. Assess the strengths, weaknesses, opportunities, and threats of both your firm and competitor firms to give you a better market understanding. This will particularly help in defining your unique value proposition.

3. Conduct internal interviews to uncover your mission and values

Gather insights from stakeholders to understand your firm's mission and values. All stakeholders will have different views. The trick is to identify common threads, which help you produce authentic, compelling messaging that resonates with your audience.

4. Conduct external interviews to uncover your brand

As Marty Neumeier states,"Your brand isn’t what you say it is. It’s what they say it is.” And how you perceive your firm internally doesn’t always match how your audience perceives you, which is known as the brand gap. Conducting external interviews can uncover insights about your strengths and weaknesses according to your audience, helping you to align your messaging with their expectations.

5. Map client journeys to improve client service

It may sound like a given, but so many firms neglect this very basic process. Use tools like Miro to map out your client journeys for each practice area so you can understand their needs, paint points, content requirements, and service requirements at each stage.

6. Create buyer personas

Another legal marketing 101 but a valid exercise in understanding your specific audience’s needs and challenges. Develop semi-fictional profiles of ideal clients to tailor your marketing efforts. Incorporate common characteristics, challenges, and goals amongst your users to help you tailor your strategy to their specific needs.

7. Use SMART goals

Ensure goals are Specific, Measurable, Achievable, Relevant, and Time-bound. Setting challenging but achievable goals leads to 90% better performance because they provide a clear objective which can be continually worked towards.

Law firm marketing tips: SEO and content production.

There are several key strategies to optimise your legal practice’s online presence and drive traffic and conversions effectively. Implementing law firm SEO best practices is a must, including conducting thorough keyword research, building topic clusters, and focusing on your local market.

8. Conduct keyword research for better ranking on search engines

Identify relevant keywords using tools like UberSuggest and Semrush. 92.96% of global traffic comes from Google Search, so keyword optimisation should always centre around Google.

9. Develop content clusters to rank highly for high-value topics

Create service page topic clusters around high-intent keywords to enhance SEO. Your main service page should act as a pillar page, linking to and from other relevant pieces of advice content so users can easily access more information.

10. Answer ‘informational’ search queries

Develop advice articles based on informational search terms to attract traffic. Over 70% of searches use long-tail keywords which are often question-based. Use these keywords in your content strategy and thought leadership to answer prospective and current clients' questions.

Using long-tail keywords for H2s is great for ranking on LLMs such as ChatGPT Search too. We analysed hundreds of legal-related search terms and the top-ranking firms' service pages had some distinct commonalities:

90.5% of all H2s analysed included service-focused keywords (so don't freak out about keyword stuffing H2s, just be cautious about the body copy).

And 47.6% of all H2s analysed were question-based, like “What happens if you do not have a Will?”

In a nutshell:

Long-tail, question-based keywords are your friend.

11. Develop an internal linking strategy

Use internal links from advice articles to service pages to improve authority. 88% of SEO marketers believe topical authority to be very important to their strategy.

12. Thought leadership wins every time

Focus on producing high-quality, authentic thought leadership content to rank higher on Google and build trust with your prospective clients. 

Only 18% of managing partners feel their marketing communications accurately portray their firm’s expertise, according to the Legal Marketing Leadership Survey.

Check out our guide on how to develop a strong law firm content strategy and engage your lawyers in thought leadership.

13. Author credibility is key

Create bios for your legal team and implement author schema to boost trust signals to Google. 

Google’s March 2024 core update emphasised the importance of EEAT (Experience, Expertise, Authority, Trust) for improving search engine rankings, showing Google your content is authentic and comes from a place of expertise and experience. 

Google has clamped down on spammy, low-quality content only created for search engines rather than users. Overall, the update aimed to reduce unoriginal content by 40%.

14. Don’t forget local SEO

If you aim to target local clientele, develop location-specific service pages and manage your Google Business Profile. 76% of people who search for something nearby end up visiting a business within a day

Clearly, your local area acts as an abundant and powerful market which you should be optimising your content for.

15. Leverage Google Business Profile

Claim and optimise your Google Business profile, regularly update it, and engage with reviews for better local visibility. 42% of people who conduct a local search click on results inside the Google Maps Pack.

16. Share local news

Post updates or case studies relevant to the local community to strengthen your firm’s local rankings. Updates could include local events or issues, as well as legal changes to boost relevance.

17. Engage in social proof

Highlighting partnerships with organisations is a strong trust signal, highlighting to prospective local clients that you are going above and beyond to make a difference, all while securing valuable backlinks.

Some law firms' entire backlinking success is based around partnerships, such as Thompsons which partners with various trade unions to generate both link juice and enquiries for its Accident & Injury at Work services.

18. Utilise chamber of commerce memberships

Showcase your involvement in local chambers for credibility and networking opportunities. Again, these memberships highlight your engagement in the community and help to build trust amongst your local audience.

19. Utilise guest blogging

Write guest posts on high-DA sites to expand your audience and gain valuable backlinks. Analysis from Backlinko found that the #1 result in Google has an average of 3.8x more backlinks than positions #2–#10.

20. Sign up for press request alerts

Respond to journalist requests for expert quotes to earn high-quality backlinks using a platform such as ResponseSource. This allows you to reply to requests quickly, giving you the best opportunity of being featured.

21. Optimise guest posts

Focus guest posts on relevant keywords and link back to your pillar page. 47% of surveyed SEO marketers use guest blogging as their go-to link-building strategy, highlighting how it shouldn’t be overlooked.

22. Balance strategies

Maintain a healthy balance between producing relevant content and building authority through backlinks. Focus on quality over quantity.

23. Optimise your web pages with relevant keywords

Optimise title tags, headers, and metadata with relevant keywords that reflect your audience’s search queries for better SERP rankings. 14.1% of all keywords are phrased as a question, so you need to make it clear that you’re providing the answers.

24. User experience is SEO

Enhance user engagement with clear, readable content and intuitive layouts. Try to keep content as succinct as possible and avoid technical legal language where possible to maintain engagement. Dwell time (how long Google searchers spend on your page) is a Google ranking factor. The longer time spent, the better.

25. Optimise your images

Optimise images with descriptive file names and alt text. Alt text is crucial for people with accessibility needs and missing alt text accounts for 61% of all homepage accessibility errors, severely hindering the experiences of users with impairments.

26. Use descriptive anchor text

Use descriptive anchor text to enhance link relevance and SEO. Google itself describes good anchor text as “descriptive, reasonably concise, and relevant to the page that it's on and to the page it links to.” And don’t forget to add link title attributes to improve accessibility.

27. Balance SEO with emotivity

Pair smaller, keyword-optimised H1 tags (e.g. Personal Injury Solicitor London) with large, emotive and impactful H2 statements directly below (e.g. We fight for your justice and compensation) to rank on search engines but also engage clients emotionally to boost conversion rates.

28. Strong call-to-actions (CTAs)

Use clear, verb-driven CTAs like “Request a free consultation” to guide users toward desired actions. Using a specific, clear CTA can increase conversion rates by 161%.

29. Use consistent NAP information across your site

Ensure your firm's name, address, and phone number are consistent across all platforms for better local SEO. This also optimises user experience, ensuring all visitors can easily engage with your firm regardless of the platform they discover you on.

30. Include FAQs for improved search engine rankings and user experience

Address common client queries with a dedicated FAQ section to alleviate concerns and encourage conversions. This saves the user time and effort having to scour other pages for answers and is also a chance to further optimise your service pages with informational search query-based keywords.

31. Optimise for AI

AI has the potential to revolutionise the way we browse the web. ChatGPT already boasts 200 million weekly active users. Its founders, OpenAI, recently launched ChatGPT search, their own AI-powered search engine they hope could eventually topple Google. While that won't happen overnight, ChatGPT Search could be set for a monumental rise if the popularity of ChatGPT is anything to go by. With that in, optimising for ChatGPT Search should be a top priority for your law firm.

We've conducted extensive tests on ChatGPT search using a number of solicitor/lawyer-related keywords. Here are our findings:

  1. Content Length
    Pages with at least 926 words tend to rank better, with service pages performing best at around 1,160 words.
  2. H2 Optimisation
    - Question-based H2s: 47% of analysed H2s included questions (e.g. “What is Medical Negligence?”).
    - Client Stories: 39% of sites featured client stories in H2s.
    - CTAs in H2s: 44% of sites used action-oriented CTAs like “Book your free consultation.”
  3. Internal Linking
    Effective service pages included 30+ internal links, while articles averaged 18+.
  4. Trust-Building
    Pages that prominently display trust markers (e.g. awards, accreditations) show higher engagement and conversions.
  5. Video Content
    Adding videos increases user engagement and improves time on page, which can positively impact rankings.
  6. FAQs
    FAQs targeting long-tail keyword questions improve search visibility and user experience.

Meanwhile, Google is continuing to use AI to its own advantage. Like snippets, AI Overviews pull information from several sources to display a summary that aims to answer a search query directly on the SERP. The sources used are then cited alongside the Overview, improving visibility and potentially driving users to your website. Google doesn’t currently provide any advice for featuring in Overviews besides following their Search Essentials, but there are a few methods thought to be particularly important in ranking in AI Overviews (Link to AI Overviews blog once published). These include ensuring your content is well-researched, engaging and authoritative, and implementing structured data to better help AI understand what your content is about.

32. Conduct monthly audits (it’s non-negotiable)

Conduct regular audits to fix technical issues that may affect rankings. Identifying and rectifying issues related to technical SEO can help your website meet Google’s Core Web Vitals. By meeting these thresholds, users are 24% less likely to abandon the site before it loads. Equally, an undetected issue on your website could make your rankings bomb—something that could easily have been picked up and rectified had you been conducting a monthly audit.

33. Use schema markup for added search engine visibility

Use schema markup to help search engines understand your content better. While this doesn’t directly impact rankings, it makes your webpage eligible for rich snippets on SERPs, enhancing visibility and increasing CTR. Schema also helps build a knowledge graph, aligning your site with AI algorithms and aiding search engines in understanding your content. There are several types of schema which can be added, including LocalBusiness schema, Author schema, FAQ schema, and Organisation schema depending on the type of content.

Law firm marketing tips: website design and optimisation.

Creating an effective website requires a solid understanding of your budget, which can vary widely based on your needs. Investing in quality design is essential for enhancing user experience and aligning with your brand identity.

34. Know your budget

Understand that web design costs vary widely, from basic sites (£500–£2,000) to custom designs (£2,000–£12,000) and full development (£5,000–£100,000+). Usually, what you get is what you pay for. Ask the right questions (link to how to choose wordpress agency blog when published) when choosing a web design agency.

35. Prioritise custom design for a better UX

For better functionality and user experience, invest in a bespoke website design that aligns with your firm’s branding and user needs. This is more than just your own logo and colour, it's about designing custom website features and components that align with your audience’s user journeys. Web design influences 94% of all first impressions so you not only want to impress with your website, but also send the right message about your brand and firm as a whole.

36. Expect comprehensive services

Higher-end law firm web design should include discovery sessions, user research, and competitive analysis to tailor the site to your audience’s needs.

37. Consider ongoing maintenance

Budget for ongoing support, security updates, and regular content refreshes to keep your site functional and relevant. Ignoring your website after development leads to outdated code, broken links, outdated content, and slower loading times. Website speed matters, as 83% of users expect sites to load within three seconds. If a website takes too long to load (including the images, widgets, sections, etc.), 38% of viewers will stop engaging.

38. Demand detailed proposals

Look for agencies that provide a comprehensive report detailing their approach, including content production and design systems. You should know exactly what to expect at every stage of the process.

39. Set a monthly improvement budget

Allocate a budget for ongoing enhancements to your website, including monitoring for issues and implementing recommended optimisations. Using a full-service agency like Contra means you’ll have a formidable blend of web developers and SEO experts who can conduct technical audits on your site.

40. Empathy matters

Understand the emotional state of your audience—that might be physical or emotional pain, financial worries, a loss of independence etc. If a user is seeking legal help, they’re likely experiencing significant difficulties in one way or another, so showing you understand their feelings and can put an end to their problems is key to driving conversions.

41. Identify their concerns

Any event or issue which requires legal support is likely to have a severe impact on several key aspects of life. It’s important to identify areas of concern, such as health, independence, family etc. and make it clear how you can improve them.

42. Recognise their relationships

Acknowledge that their situation affects not just them but their family and loved ones. Research by Harvard Business Review found that customers who have a full emotional connection with a brand become up to 52% more valuable than other customers who are simply satisfied with the service they have received.

43. Show life changes

Illustrate how your services can bring about the change they desire. For example, relieving financial burdens, restoring independence, getting justice, or improving their quality of life. Emphasise a sense of relief and peace of mind through powerful copy.

44. Focus on design

Use appropriate colours, high-quality images, and clear, concise SEO-optimised copy. You want a design that not only looks great but is also suitable for a law firm. Choose a clean, modern layout.

45. Design your visual identity

Ensure your branding (logo, colours, fonts) reflects authority, trust, and your audience's needs. You want to display your professionalism, showing your audience they can rely on you. However, you don’t have to constrain yourself with muted colours. Some law firms pride themselves on their friendly identity which is reflected in a colourful, down-to-earth web design.

46. Keep it consistent

Maintain a uniform design and layout across the website to strengthen brand identity. If your website is chaotic and disorganised, that won’t set a good impression to prospective clients about what they can expect from your services.

47. Utilise user feedback

Implement tools like SurveyMonkey for pop-up surveys and Crazy Egg for user behaviour analytics to gather insights for improving site functionality. Treat your law firm website as if it’s never complete, and rather, in a continual process of analysis and optimisation. 

48. Implement lead capture tools

Use forms and chatbots to gather client information efficiently, allowing for seamless, 24/7 interaction without having to rely on a team member. Firms that improve client onboarding, like using online intake tools, see 50% more potential clients and 50% higher revenue. While 51% of firms find chatbots useful for legal inquiries, 67% prefer human interaction, showing firms need to balance tech efficiency with personal connection.

49. Showcase customer reviews

Highlight positive local reviews to build trust and credibility among prospective clients. 93% of consumers are influenced by reviews before making a purchase and the same logic can be applied to choosing a law firm.

50. Use authentic imagery

Use real photos of your team and office. Avoid stock images to build emotional connections. A Skyward study found content with relevant photos or infographics saw a 94% increase in page views versus content without images.

51. Limit text

Break up large blocks of text with SEO-optimised headings and dropdowns to enhance readability and search engine discoverability. Use tools such as CrazyEgg to monitor whether your page is too text-heavy by tracking your scroll depth. Scroll depth is the distance someone scrolls down the page when viewing it. In some sectors such as law firm web design where complex legal matters need to be explained, long-form content is useful. In this case, a scroll depth of 75% would be considered good.

52. Create depth

Use size, layering, and shadows to add depth to your website's design. Depth helps to create a visual hierarchy, giving greater importance to elements that appear closer to the user. These might include key statements or CTA buttons.

53. Incorporate microinteractions

Add small engaging elements that respond to user actions for a better experience. Providing an optimal user experience can increase conversion rates by up to 200%.

54. Consider a mobile-first approach

Design with mobile users in mind, as many clients search for services on their phones. Use a grid layout which can easily adapt and optimise images for quick loading. Over 72% of Google visitors come from mobile devices and 57% of customers won’t recommend a business with a poorly designed website on mobile, so ensuring your design continues to perform optimally across all devices is vital. Use Google Analytics to identify whether your users are primarily desktop or mobile.

55. Strategically place social links

Position social media links at the bottom to prevent losing visitors. Ideally, you want your social media accounts to drive visitors to your website, not the other way around.

56. Leverage video content

Use videos for team introductions and client testimonials. Include CTAs within the videos. Videos offer an effective, engaging way to provide information alongside your web copy, with 88% of marketers stating that video is an important part of their marketing strategy.

57. Organise resources

Create a centralised ‘Resources’ section for guides, thought leadership articles, videos, and podcasts for easy access. This helps users explore a particular topic, giving them all the information they need before converting. Extra points for adding a powerful search functionality which filters by practice area and author.

58. Implement a web design system

A web design system is a collection of reusable components, guidelines, and tools that ensure consistency and efficiency when designing and developing websites or digital products. It ensures coherence, enhancing user experience and improving accessibility.

59. Keep it simple, stupid

Smart people understand technical terminology. The smartest people understand how to make technical terminology simple so others can understand it. Use clear labels for navigation, avoiding jargon to make it user-friendly. Don’t expect your audience to be familiar with technical legal terms just because they’re used regularly within your day-to-day role.

60. Simplify menus

Keep navigation intuitive. Organise content logically to avoid overwhelming users, making it easy to identify pages relevant to the particular service or information they’re focusing on.

61. Use mega menus to display a range of services

Organise extensive content with mega menus for easy exploration. A mega menu is a large, expandable menu format which displays all your content or services in a hierarchical order based on their importance. Typically, the first level of the menu is your services, followed by subservices, and potentially sub-subservices. Alternatively, services may need to be split by Business and Personal. Aim for a maximum of three levels if possible, ensuring clear visibility and easy access to the specific service a user needs. A CTA can also be implemented in the mega menu for extra conversion opportunities.

62. Implement breadcrumb navigation

37% of users say that poor navigation causes them to leave websites. Breadcrumb navigation is an element that helps users see and understand their location within the site structure, allowing them to easily backtrack to previous pages before accessing other relevant content.

63. Provide a search bar

Allow users to find specific content quickly, using fuzzy search capabilities. Using the intelligence of fuzzy search, users can easily find results that match their search query even if their phrasing doesn’t exactly match the content, preventing typos of word variations from producing incorrect results or, even worse, no results.

64. Use the 60-30-10 rule

Use 60% dominant colour, 30% secondary, and 10% accent. While these figures don’t need to be set in stone, loosely following this rule helps to maintain visual balance.

65. Embrace colour psychology

Choose colours that evoke specific emotions (e.g. blue for trust) to make users feel a certain way about your brand and to drive conversions. Colour can boost brand recognition by up to 80%.

66. A/B test your key pages

Test different CTAs, headlines and page structures to see which performs better, helping to optimise conversions and generate intakes. 77% of companies are running A/B testing on the website.

67. Follow accessibility guidelines

Make sure your website meets WCAG standards for users with disabilities. When providing important legal services, it’s vital your website and content is readily available to everyone. However, only 3% of the internet is accessible to individuals with disabilities. By making your website content part of that 3%, you’re not only providing an optimal experience for all users, but also making your site more favourable to search engines, potentially resulting in higher rankings.

68. Use semantic HTML

Structure content for better accessibility. Similar to schema markup, semantic HTML is the use of HTML markup to highlight the meaning and purpose of different content on a page. Examples include <header>, <article>, and <footer>, which help to improve accessibility and SEO.

69. Ensure keyboard navigation

Ensure the site can be navigated via keyboard. Some users don’t have the ability to use a mouse or touchpad, so you need to ensure they can access all the same pages and information exclusively using a keyboard.

70. Implement captions/transcripts

Provide captions for multimedia content, allowing users with hearing impairments to engage with videos, voice recordings, or other pieces of content that utilise sound.

71. Advertise smartly

Use targeted ads to drive traffic to optimised service pages, ensuring high ROI. Statistics show that law firms utilising Google Ads could be particularly effective when compared to other industries. The average conversion rate for a legal advertising campaign is 6.98% compared to an average rate of 3.75% across all Google Search ad campaigns.

Law firm marketing tips: automation and reporting.

The combination of automation and analytics helps law firms optimise their online presence, enhancing client interactions and decision-making. Together, they have the power to provide the best possible experience for your clients, improving your firm’s reputation and driving future intakes.

72. Invest in CRM

CRMs such as HubSpot can automate contact creation, manage queries, and track intake processes effectively. Enhance efficiency by reducing time spent on repetitive, mundane tasks. Reduce risk of human error. And track and prioritise leads based on their actions and likelihood of converting. Research by Law Technology Today found that 42% of the time, law firms take an average of 3+ days to respond to a message from a new potential client. By making users wait this long, you’re severely hindering their experience and may even lead them to engage with a different firm before receiving a response from you, potentially causing you to miss out on valuable business. Get a good CRM with marketing automation.

73. Utilise marketing automation for better lead nurturing and client intake

Streamline workflows and follow-up tasks to enhance client management. This optimises user experience through lead nurturing, automatically providing personalised content and follow-ups based on the user’s actions and responses. This can significantly boost your conversion rates, with Formstack reporting that 75% of companies say workflow automation provides a strong competitive advantage.

74. Integrate data systems for powerful marketing insights

Use a central platform to combine CRM, GA4, and case management for comprehensive insights. Unlock attribution reporting and end-to-end insights to see the results from different channels or touchpoints, allowing you to focus your budget on what’s generating the most results. Use various attribution models (First Interaction, Last Interaction, Linear, etc.) to analyse the customer journey. The journey for a legal prospect to become a client is a complex one, so it’s important to identify what is key to influencing them throughout the process.

75. Monitor keywords

Use SEO tools (e.g. Semrush) to track keyword performance, enabling data-driven content updates and strategy improvements. The number one result in Google gets 27.6% of the clicks. This drops as low as 2.4% for position ten which is still on the first page of results, emphasising the importance of continually monitoring and optimising for your target keywords.

76. Integrate with Google Ads

Take advantage of GA4’s seamless integration with Google Ads for improved campaign tracking and optimisation. This maintains visibility of all your main marketing channels, including both paid and organic so you can easily see what’s working and what could be optimised further.

77. Google Tag Manager

Implement UTMs for detailed tracking of marketing campaigns and traffic sources. Tag Manager streamlines the process, eliminating the need for extensive coding so changes can be quickly implemented.

78. Understand GA4 basics

Familiarise yourself with the key aspects of GA4 including event-based tracking model, focusing on user interactions rather than sessions. It’s also important to understand the main differences between GA4 and Universal Analytics.

79. Define your metrics

Identify what you want to measure (revenue, leads, etc.) and focus on value metrics over vanity metrics. The importance of different metrics varies from industry to industry, but some that are key for law firms include:

  • YoY Summary and Previous Period Summary: Reporting on both 'all users' and 'organic users.'
    • Active Users
    • New Users
    • Total Conversions
    • Conversion Event Breakdown
    • User Conversion Rate
    • Percentage of Engaged Users
    • Average Engagement Time
  • Service Rankings (e.g., Personal Injury)
  • Subservice Rankings (e.g., Accidents at Work)
  • Rankings Distribution
  • Benchmark Rankings vs. Current Rankings
  • Sources and Engagement
  • Best and Worst 
    • Rankers
    • Climbers
    • Performing Pages (traffic, conversions, engagement time)

80. Set up events to understand your site conversion rate

Focus on setting up custom conversion events based on specific forms, calls, or chats on your site. The sooner this is done the better as it takes two clear months of data to compare month-on-month, and a whole 12 months to compare year-on-year.

81. Monitor engagement metrics

Google has effectively replaced bounce rate with new metrics like Engaged Sessions and Average Engagement Time to better assess user interaction. Keep an eye on these as they are a direct ranking factor in Google.

82. Keep track of advertising metrics

Track Cost per Click (CPC) and Click Through Rates (CTR) to evaluate ad effectiveness. Monitoring these metrics can help to identify where adjustments are required, allowing you to get the best out of your budget.

83. Regularly review reports

Utilise GA4’s new reporting interface to stay updated on key performance metrics and adjust your marketing strategies accordingly.

84. Analyse customer feedback

Choose from a variety of sentiment analysis tools to gauge customer opinions and adjust marketing strategies accordingly.

85. Experiment and analyse

Anyone can access the Google Demo account to explore GA4 features and understand how to tailor your reports to your law firm’s needs.

86. Custom dashboards

CRMs such as HubSpot have custom marketing and sales reporting functions to evaluate the effectiveness of different channels. These can be created entirely to your needs, allowing you to prioritise the metrics which are most important to your firm’s success.

87. Create visual dashboards

Integrate GA4 and your SEO tool (such as Semrush) in Google Looker Studio to create easy-to-understand dashboards that highlight important KPIs. Show stakeholders and fee earners – who might not be marketing-minded – the value of their efforts and support. This can further motivate fee earners to continue contributing to content production.

88. Monitor ROI

Regularly assess the financial impact of marketing efforts on revenue generation. Once you’ve integrated systems and unlocked end-to-end ROI and attribution reporting, you can effectively measure ROI on your services and marketing channels and reallocate budget to the top-performing channels.

Law firm marketing tips: social media.

Optimising your law firm's presence on LinkedIn and TikTok can significantly enhance your visibility and engagement. By leveraging both platforms effectively, law firms can connect with potential clients, establish their expertise and build trust.

89. Optimise your LinkedIn personal profile and business page

Your lawyer LinkedIn profiles and business page should reflect your firm’s authority and professionalism. This means high-quality profile and banner images featuring your firm’s branding for consistency and visibility. Provide all your key information, such as your services, contact details, office location, and a custom website URL. Outline your experience, credentials, and accreditations, acting as a key trust marker to reaffirm your knowledge and expertise. A complete LinkedIn profile can result in you receiving 21 times more profile views.

90. Associate your team members with your LinkedIn business page

All of your firm’s employees have the ability to connect themselves with the business page and include it in their profile. This not only improves visibility but also has the potential to exponentially grow the reach of your business page, exposing posts to their different connections as opposed to only followers of the business page. As a result, LinkedIn can generate 277% more leads than Facebook and Twitter combined.

91. Consider your target audience

Any law firm can use LinkedIn for networking, but it’s perhaps more beneficial for those specialising in corporate/commercial services. There are 65 million decision-makers on LinkedIn meaning firms can directly target those who have the authority to decide whether their organisation requires legal support.

92. Join relevant popular groups

LinkedIn groups bring together users with an interest in a particular service or topic. Joining those relevant to your firm allows you to share content directly with users who are most likely to find it of value, increasing their chances of engaging with it. Other members of the group are likely to post about trending relevant subjects, which can also act as inspiration for your own posts.

93. Share valuable insights

You are the subject matter expert so provide your audience value by sharing useful tips and advice on LinkedIn, whether it’s legal myth-busting, client FAQs or legal red flags. Your credentials can be supported by sharing posts showcasing any awards, accreditations, or other successes.

94. Use long-form content

LinkedIn seems to favour long-form content, which benefits lawyers discussing complex legal matters. Consider breaking your posts up into sections using headers, improving readability and overall experience. Listicles, particularly how-to’s, perform 31.5% better in terms of LinkedIn analytics than all other types of posts, as reported by Sprout Social.

95. Post regularly

As much as sharing deeply informative content on Linkedin is beneficial, you might struggle to post frequently enough this is all you focus on. You can still engage your audience by sharing other types of content, such as humorous, relatable posts about work-life which provide some personality and authenticity. Companies that post weekly can see double the engagement.

96. Focus on local users

As well as utilising local SEO, you should also prioritise local users as part of your LinkedIn strategy. Users are more likely to engage with a post if it’s particularly relevant to them by addressing news or updates about the area in which they live.

97. Don’t sleep on TikTok

TikTok may have started as a Gen Z hub for dance videos, but it’s quickly becoming a go-to for search. With an average engagement rate of 2.6% (the highest of main social media channels), creators share legal insights in relatable ways that boost brand awareness and humanise firms. Plus, TikTok ads are affordable, with stripped-back videos often performing best because they feel authentic. In a nutshell, don’t overlook TikTok.

98. Use popular hashtags

Hashtags like #LawTok and #LegalAdvice have billions of views. This trend shows there’s an audience eager for legal knowledge, especially if it's relatable and accessible. 45% of TikTok users want to see "authentic" content from brands, making TikTok ideal for sharing digestible legal guidance in a personable way.

99. Hook with the first few seconds

TikTok ads perform best when they grab attention quickly. Use a catchy statement or visual that addresses a pain point (e.g., "Know your rights if you're being laid off") to pull viewers in immediately.

100. Highlight key information

TikTok videos are fast-paced (ads are usually 15-30 seconds), so prioritise critical information. For example, if discussing employment rights, keep it brief and clear, and use on-screen text to emphasise the main points.

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Charlie Leighton, Digital Marketing Executive I help law firms, charities, and consultancies drive traffic, conversions, and revenue through data-driven SEO and paid marketing strategies. View my profile