Inbound Marketing for Law Firms

Table of Contents

Welcome to the complete guide of: Inbound Marketing for Law Firms.

Throughout the course of history, law has always been an integral part of all societies. It serves as a norm of conduct for citizens and provides them proper guidelines as to what is legal and what is not. 

This is why law firms in general have been reluctant to adopt a systematic, comprehensive marketing strategy in order to promote themselves.

This is especially true in the Digital Era: when it comes to establishing an online presence, there is still some room for improvement as far as law firms and attorneys are concerned. They still rely on traditional marketing practices.

The “laws”, no pun intended, have changed since the emergence of the Internet and search engines. In this day and age if your law firm wants to beat the competition, it can depend on which result page your official website appears on Google.  Gaining exposure online is now of paramount importance.

Legal persons and/or legal entities nowadays will seek out attorneys and law firms on the web.  When it comes to marketing your law firm, adopting a comprehensive Law Inbound Marketing strategy is key.

This type of strategy is creating a tectonic shift in the global marketing industry; more and more firms are embracing it alongside the consumers.

As part of its portfolio, is a Law Inbound Marketing consulting firm that provides marketing services for lawyers and law firms alike, with an emphasis on employing inbound marketing solutions in order to achieve real digital marketing results. 

And we, at, are more than willing to help you implement it, but first let’s examine what Inbound Marketing is and let’s get down to the nitty-gritty.

What is Inbound Marketing?

At its core, Inbound marketing focuses on helping on helping clients while simultaneously driving growth. It revolves around a marketing process that allows your law firm to attract, engage, and delight prospective clients.  

Marketing your law firm through that type of strategy will make it easier for customers to seek you out.

Inbound Marketing focuses on a process called the “buyer’s journey”, or in case of law firms, the “client’s journey”, that will enable to turn prospects into clients through 4 stages.

The goal at this stage is to make prospects aware of your practice and the type of services it offers. At this point, they are evaluating which healthcare facility is the most suitable for their needs.  Your law firm must ensure that you will address their pain points and their health concerns.  To do so, there are several mediums available that are discussed below. 
At this point your law firm has been able to attract qualified prospects. They must be converted into qualified leads. As a lawyer, you must establish a comprehensive, robust contact database to get your prospects’ contact information: Email address, phone number, or any other medium to contact them. At this stage, your law firm should provide something enticing that will compel them to give their contact information.
When leads have arrived at this stage, then it is time for your law firm to up the ante and convert them into paying customers. The decision-making process culminates at this very stage.  Your law firm must ensure to give the lead the proper attention they seek by the way of nurturing them.
Most industries or businesses that adopt the Inbound Marketing methodology often overlook that last stage. Any organization experiences a certain degree of growth through referrals and sales from existing customers. Delighting existing customers is of paramount importance. Your organization should make them feel special through newsletters, surveys, further engagement based, for example, on their date of birth etc. Inbound Marketing, or Law Inbound Marketing in that particular case, will save your law firm a lot of money because it depends less on interruptive and costly outbound marketing techniques.

How does Law Inbound Marketing work?

You could think of Law Inbound Marketing as a magnet, instead of a hammer: Your law firm marketing strategy will not aim to put your audience on blast and demand that they pay attention to your legal acumen. Instead, you help them connect with your law firm through organically addressing their legal pain points.

Law Inbound Marketing is all about bolstering credibility. Prospective clients want to rely on a law firm they can trust. This is especially true, since legal issues are a rather daunting prospect.

Law Inbound Marketing will help them achieve just that.

Here are some of the measures your law firm can take in order to stand out from the competition, through Law Inbound Marketing. 

Law Inbound Marketing
Content Creation through Blogging

The nucleus of any Law Inbound Marketing strategy is to produce and distribute carefully-curated content that provides prospective clients with useful and meaningful information.

Law Inbound Marketing related blog posts must showcase expertise on relevant and helpful topics that addresses people’s interests, pain points and legal questions.

Think of your law firm as a brand: The more it produces contents and posts them online, the more awareness it will generate.

Inbound Law Marketing also dictates that the content should be of high quality. This will position your law firm as a reliable expert and a thought leader in the legal industry.

Concurrently, this crucial first step will drive lead generation, as it aims to engage, educate, and offer prospects an added value.

In marketing terms, a lead refers to the initiation of the process of consumer interest. Simply put, the word refers to a potential customer, or a prospect.

As a first step towards Law Inbound Marketing, blogging is a cost-effective measure that organically draws prospects towards your law firms. Every time a blog is written and published, you are creating content that people can look up and share on social networks: Facebook, Twitter, LinkedIn etc. 

Not only this will help your law firm address clients’ pain points, but this form of legal marketing will expose your business to a whole new audience as well.

Law Inbound Marketing focuses on creating quality content that pulls people IN to your business and a brand, as opposed to traditional forms of marketing.

Buying radios and TV ads, running print ads, buying email lists, cold-calling, advertising on billboards etc. A marketing message is being pushed OUT to a given audience, and hoping for a response from it.

Law Inbound Marketing
Search Engine Optimization

As far as Law Inbound Marketing goes, Search-Engine Optimization, or SEO, is intrinsically linked to content creation.

Every time your law firm writes a blog post for example, it’s yet another indexed page on your official website, which means that it’s one more opportunity to show up in search engines and increase traffic to your website in organic search. 

Additionally, it’s one more cue to Google, Bing, Yahoo etc. that your law firm’s website is active and those search engines should check in frequently to see what new content is emerging. 

Keep in mind, however, that optimization cannot be achieved overnight. As far as Law Inbound Marketing is concerned, or Inbound Marketing as a whole, SEO is a long-term strategy that needs to be updated on a consistent basis. 

In that respect, producing content without targeted keywords will not cut it. Those keywords should revolve around words and phrases prospects type on search engines in order to seek a law firm. 

For instance, legal terms, such as law, lawsuits, plaintiffs, bailiffs etc. should be included as many times as possible.

Developing a list of keywords is one of the most important steps in any Law Inbound Marketing SEO strategy. It enables your law firm to appear higher on Search Engine’s Results Page (SERPs), which automatically drives more targeted traffic to your website.

Simply put, SEO without keywords is an exercise in futility.

Another good Law Inbound Marketing SEO strategy is including links in your law firm’s web pages. Including links is important for the same reason that a student cites his sources in a bibliography when he is writing a university paper.

Through linking, your content is deemed credible, since it is built on knowledge and thorough research. Internal linking is a page that contains a hyperlink that leads to the other pages under the same domain.

Law Inbound Marketing-wise, internal linking is valuable for user experience. It gets them from where they are to where they want to go as efficiently as possible.

All in all, since Law Inbound Marketing focuses mainly on digital solutions, organic search results cover more digital real estate. They appear more credible to prospects, and receive more clocks than paid advertisements. 

If properly curated, SEO is a marketing channel that is set up to pay dividends over a long period of time.

Law Inbound Marketing
Distribution and Syndication of Content

Optimized content creation is bound to generate traffic over a period of time and will position your law firm’s website among the top SERPs. However, those steps are not enough in terms of implementing a comprehensive Inbound Marketing strategy for law firms. 

In order to get real digital marketing results, your law firm’s content should be distributed across various platforms. 

Social networks come to mind – Conduct a market research and identify which social media platforms your target audience use the most. Establish a page in each of those platforms and start producing content there. 

This will automatically lead to a boost in traffic and ever-increasing brand awareness. It also helps establish a strong and dependable brand image that forges meaningful relationships with social media followers.

But in terms of Law Firm Inbound Marketing Strategy, building relationships necessitates to establish human contact as well. Webinars that discuss specific legal topics, referrals, lawyer bios, gala events etc., are essential in order to bolster the human side of the whole marketing process. 

As far as content syndication is concerned, having your law firm’s content re-published on other websites (such as law schools, legal websites) that are constantly visited by prospects constitutes a great networking solution.

Syndicating your content will go a long way to improve the quality of Law Firm Inbound Marketing.

Law Inbound Marketing
Generation of Qualified Leads

Inbound Marketing for Law Firms dictates that a strong human connection must be established between your law firm and prospective clients. At this point of the law firm Inbound Marketing process, your law firm is producing valuable content distributed across several mediums, and is organically gaining traction.

As a brand, your law firm is gaining traction.

But the process of forging that connection does not solely rely on content creation, distribution, and syndication.

In order for that connection to become feasible, Inbound Marketing for law firms should focus on converting web and social media visitors into qualified leads.

A qualified lead is an individual who has shown an interest in a company and what products and services it has to offer, regardless of the industry.

As far as Law Inbound Marketing is concerned, these individuals are the ones that are more likely slated to become clients.

In order to do so, it is essential for your law firm to create a comprehensive contact database and obtain contact information of those prospects. 

Several strategies can be implemented:

Law Inbound Marketing
Video Marketing

One of the most effective ways to implement a broad and effective Law Inbound Marketing campaign, is to supplement high-quality content with a video marketing campaign.

Video marketing campaigns solidify your law firm’s brand DNA, and also helps showcase your attorneys’ legal expertise.

But as far as Law Inbound Marketing goes, there are also several other benefits:

Video content boost conversion rates

While producing videos are a lengthy process, they are a very valuable investment. Including a video on your website’s landing page can increase conversion rates by 80%. In general terms, a conversion rate is the metric utilized to calculate the number of a website’s conversions divided by the website’s total visitors. In essence, a conversion can range from making submitting a form, downloading content, making a purchase etc. For Law Inbound Marketing, watching a compelling divorce attorney, for example, outline the legal process in terms of how settlements are resolved, will persuade a divorcing couple to convert into leads, and then into clients.

Videos boost information retention

When it comes to Law Inbound Marketing, providing a certain amount of legal knowledge is key in order to draw prospects towards your law firm. If they only hear or read something, they are likely to retain a measly 10% of the total information about three days later. By contrast, if the amount of information is supplemented by relevant visuals, they are most likely to retain more than 60% of that information three days later. Knowledge and information are two of the most priceless commodities for a credible Law Inbound Marketing campaign.

Videos build trust and credibility

Law Inbound Marketing through videos is a very suitable way to create a personality for your law firm and enables the prospects to connect with it. They also greatly influence their decision-making process. The more videos your attorneys can appear in to engage and inform prospects, the better it is for the entire Law Inbound Marketing process.

Videos enhance SEO rankings

As previously mentioned, search engines look for content that engages viewers and index them accordingly. Search engines are also particularly known to insert videos into their search results. As far as Law Inbound Marketing goes, videos constitute a great way to entice visitors seeking legal advice to flock to your law firm’s website.

All in all, the best practices for video marketing are aligned with the main concepts of Law Inbound Marketing: videos aim to engage, they target a specific group, tell your law firm’s story, and they draw prospects towards it. Long story short, videos are a cornerstone of your brand’s Law Inbound Marketing efforts.

Structuring a Law Inbound Marketing strategy is a daunting and lengthy process. But the pros far outweigh the cons when it comes to acquiring leads and generating new cases. Your prospective customers must be provided with something of value, and not just routine legal counsel. Law Inbound Marketing is able to do just that. Your firm, with the right amount of work, stands to reap the rewards of that strategy, when properly implemented.