How to Win at Legal Marketing – The Stuff You Should Be Doing

If your law firm has ever tinkered with legal marketing online, whether it’s search optimization or advertising or social media or email marketing, you may have decided “This can’t work for my practice.”

Sometimes that’s the right call. Sometimes it doesn’t work.

Other times, that conclusion is based on bad data.

Not every law firm that runs an advertising campaign is doing it right, even if the Google reps set up your campaign.

Not every email marketing campaign is going to produce results, especially if you don’t know what you’re doing.

And, not every blogging / SEO campaign will produce results if you don’t have the right strategy.

So, now we’re going to dispel some myths and show you what you need to create effective online marketing campaigns, from people who have found the online marketing success you’re looking for.

Let’s start with advertising.

Online Advertising

Advertising is one of those areas where you can waste a ton of money if you do not know what you are doing.

In particular, Google Adwords.

And for a lot of lawyers who are just getting started, there are a lot of common mistakes.

First – recognize that when Google’s team calls you up to “help” you build an advertising campaign, they want you to spend as much money as possible.

They aren’t going to be limiting keywords or negative keywords.

Take Google’s advice with a grain of salt.

Even with a well-optimized campaign, you might find that it costs a lot to get clicks, calls, and clients.

Related: Online Advertising for Lawyers

So what can you do?

The Best Practice Areas for Lawyer Advertising

Not every practice area can “kill it” in online advertising.

In our experience, the best-performing ad campaigns are those that are more “consumer” oriented practice areas.

Practice areas that tend to do well with advertising, in our experience:

  • Family law
  • Personal injury
  • Criminal defense / DUI
  • Estate planning
  • Employee-side employment law
  • Immigration
  • Patent law
  • Residential real estate

That’s not to say that you can’t have a business law or commercial real estate practice and get some traffic or business via an advertising campaign. But, there tends to be less search volume for those areas, comparatively.

Speaking My Language

One secret to share is that there is a much less competitive way to advertise online.

I’m talking about non-English-language campaigns.

Adwords in Spanish for practice areas like auto accident lawyer is much less expensive than its English-language counterpart.

The catch is, you have to have the person answering your phone be fluent in the language for which you are advertising.

Whether you have a paralegal, secretary, or answering service – they have to be able to communicate with your caller.


Google Adwords gets a ton of traffic, which is usually why it’s the go-to for law firms advertising online.

But, it’s not the only option out there.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is an attorney and co-founder of JurisPage, an online marketing agency for law firms, now part of Uptime Legal. Andrew has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

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