Inbound Marketing for Law Firms

Table of Contents

Inbound Marketing for Law Firms

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

Law has always been an integral part society, serving as a norm of conduct for citizens and providing them proper guidelines as to what is legal and what is not. 

Online engagement for legal entities has its own rules and guidelines, which is why law firms in general have been reluctant to utilize marketing strategies to promote themselves. While traditional marketing practices are more popular among law firms and attorneys, their online presence remains sparse and can be improved.

The laws, no pun intended, have changed since the emergence of the Internet and search engines. To beat the competition in this day and age, a top priority is for your law firm’s website to appear on the first page of Google search results. After all, nobody clicks on the second page.

Considering that 60% of clients nowadays seek out attorneys and law firms online, adopting a comprehensive Inbound Marketing for Law Firms strategy is key, and more firms are embracing it alongside consumers.

As part of its portfolio, is an Inbound Marketing consulting agency 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. 

At, we are eager to help you implement this Inbound Marketing strategy, but first, let us guide you through what Inbound Marketing is, and how it benefits the legal industry. 

What is Inbound Marketing?

At its core, Inbound Marketing focuses on providing clients with needed solutions in order to grow a business. It focuses on a process called the Buyer’s Journey (or a Client’s Journey) that converts a prospect into a paying customer through 4 distinct stages: Attract, Engage, Close, and Delight.

An Inbound Marketing strategy allows a customer to seek out your business rather than you seeking out the customer, a feature that can be especially helpful in the legal industry.

At this stage, you are concerned with creating brand awareness and authority, establishing your law firm's name as a go-to solution in the legal market. Your greatest weapon here is your content, one that introduces your firm and your services in a customized form that appeals to your audience's needs.
At this stage, your law firm has been able to attract qualified prospects who must be converted into qualified leads. As a lawyer, you must establish a comprehensive and robust contact database with your prospects' email addresses, phone numbers, or any other valid contact information. At this stage, your law firm should provide something enticing that will compel them to give you their contact information.
This stage is the final step in the decision-making process of your lead before they are converted into paying customers. At this stage, you need to nurture your relationship with them, answer all of their questions and concerns, and differentiate yourself from your competition.
At this stage, even though you have paying customers, your job is far from over. Delighting your clients means consistent follow-up and engagement to receive feedback and maintain a good relationship. These clients will become promoters of your firm through referrals.

Inbound Marketing is Cost-Effective

The statistics speak for themselves. On average, Inbound Marketing costs 62% less than traditional marketing methods and generates 3 times as many leads. 68% of Inbound marketers say their marketing strategy is effective.

How does Inbound Marketing for Law Firms work?

You could think of Inbound Marketing for Law Firms as a magnet instead of a hammer. Your marketing strategy will not aim to overwhelm your audience with content and demands, but instead to help them connect with your law firm by organically addressing their legal pain points.

Due to the nature of the service in demand, prospective clients are looking for a firm they can trust, and an Inbound Marketing strategy can achieve that. Inbound is all about bolstering credibility, and can do so flawlessly for law firms and attorneys.

Below are a few measures that your law firm can take in order to stand out from the competition, under the umbrella of Inbound Marketing for Law.

Image for Content Creation - Blogs: Inbound Marketing for Law Firms

Inbound Marketing for Law Firms: Create Content

The core of any Inbound Marketing strategy is to produce and distribute carefully-curated content that provides prospective clients with useful and meaningful information. It's about using content to pull people towards your business rather than pushing out with sales-directed messages. Blog posts are a form of content that showcase expertise in relevant and helpful topics that address your audience's interests, needs, and legal pain points.   Your law firm is after all your brand, and the more customized high-quality content it produces and posts, the more brand awareness and authority it will gain. Quality is key in Inbound Marketing, especially for Law Firms, as it positions you as a reliable expert and thought leader in the legal industry. Engaging with your prospects, educating them, and offering them an added value helps you generate leads. In Inbound Marketing, a lead is refers to a prospect at the beginning of the consumer interest process.  Blogging is a cost-effective measure that organically draws prospects towards your law firm. Every time a blog is written and published, you are creating content that people can search for, save, and share with their networks on social platforms. Not only will these blogs address clients' pain points, but they will also expose your brand to a whole new audience. 

Inbound Marketing for Law Firms: SEO

As far as Inbound Marketing goes, Search-Engine Optimization, or SEO, is intrinsically linked to content creation. Every time your law firm publishes a blog post for example, it becomes an indexed page on your website. A new page improves your chances of appearing in search engine results and increasing traffic to your website. A new post also acts as a cue for search engines like Google, Bing, and Yahoo that your law firm's website is active and they should check in frequently for new content. Keep in mind, however, that optimization cannot be achieved overnight. As far as Inbound Marketing is concerned, SEO is a long-term strategy that needs to be updated consistently. That being said, if your firm is producing content without including targeted keywords, then it might as well not produce any. Those keywords should revolve around words and phrases prospects type on search engines to find content like yours, for example: law, lawyer, lawsuits, plaintiff, bailiff, and more. Developing a list of keywords is one of the most important steps in any Inbound Marketing SEO strategy. It enables your law firm to appear higher on Search Engine’s Results Page (SERPs), which automatically drives more traffic to your website. Simply put, SEO without keywords is an exercise in futility. Another good Inbound Marketing SEO strategy for law firms is including links in your web pages. Including links is important for the same reason that a student cites their sources in a bibliography when they are writing a university paper. Through linking, your content is deemed credible, since it is built on thorough research. Your credibility is often proven through external linking, when your website links to another domain name with accurate information. Internal linking, on the other hand, is adding a hyperlink to a page under the same domain. This is valuable for the user experience since it efficiently leads them through your website. All in all, since Inbound Marketing for Law Firms 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.

Saas Inbound Marketing - Social Media Promotion

Inbound Marketing for Law Firms: Distribute 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 and social networks. Conduct a market research and identify which social media platforms your target audience uses and responds to the most, then create an account or page for your firm there and start posting. This will automatically increase your brand awareness and boost traffic to your website if you play your cards right. It also helps establish a strong and dependable brand image that forges meaningful relationships with social media followers. When it comes to an Inbound Marketing strategy, especially for law firms and attorneys, building relationships requires face-to-face human communication. This is why webinars or events concerning legal topics of interest are essential to strengthen those relationships and maintain the humane aspect of the marketing process that Inbound prides itself on. Your content can also be distributed and re-published on other websites like law schools', helping you expand your audience and your network. 

b2b inbound marketing agency and inbound marketing agency for law firms - landing pages

Inbound Marketing for Law Firms: Generate Qualified Leads

Inbound Marketing for Law Firms dictates that a strong human connection must be established between you and your prospective clients. At this point of the Inbound Marketing strategy, your law firm is producing valuable content distributed across several mediums, and is organically gaining traction. That connection, however, is not the end of the line. In order to grow and eventually have paying customers, you need to convert your visitors into qualified leads - an individual who has shown an interest in your company and your services. As far as Inbound Marketing for Law Firms is concerned, these individuals are most likely to become clients.  In order to do so, your law firm needs a comprehensive contact database to save those prospects' contact information. There are several methods to obtain your visitors' contact information:

inbound marketing for ecommerce content creation - video

Inbound Marketing for Law Firms: Video Marketing

One of the most effective ways to implement a broad and effective Inbound Marketing campaign for Law Firms is to supplement high-quality content with a video marketing campaign. Video marketing campaigns solidify your law firm’s brand DNA and help showcase your attorneys’ legal expertise. There are several benefits to video marketing campaigns in Inbound Marketing:

Videos Boost Conversion Rates

While producing videos is a lengthy process, it is a valuable investment. Including a video on your website’s landing page can increase conversion rates by 80%. A conversion rate is the metric used to calculate the percentage of your website's visitors who accomplished a certain goal out of the total number of visitors. A conversion can range from submitting a form, downloading content, signing up for a consult, or more.

Videos Boost Information Retention

When it comes to Inbound Marketing for Law Firms, creating educational contact around legal information can attract prospects towards your firm. When that content is supplemented with relevant visuals, like in a video, your audience is likely to retain more than 60% of that information three days later, compared to a measly 10% when that information is only read or heard. Knowledge is your greatest asset as a law firm and properly expressing it in your content provides your the credibility necessary for a successful Inbound Marketing strategy.

Videos Build Trust and Credibility

Making videos creates a personality for your law firm and enables prospects to connect with it. It enhances the human connection that shapes Inbound Marketing. Videos where attorneys educate their audience and engage with them build a more honest connection between you and your potential clients, and this newly acquired trust greatly influences their decision-making 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 Inbound Marketing for Law Firms goes, videos constitute a great way to entice visitors seeking legal advice to flock to your law firm’s website.


Videos are a cornerstone of your Inbound Marketing for Law Firms efforts. The best practices for video marketing are aligned with the main concepts of Inbound Marketing: videos aim to engage with a specific target audience, they tell your law firm’s story, and draw prospects towards you. 

Structuring such a strategy is a daunting and lengthy process, but one with far more pros than cons when it comes to acquiring leads and generating new cases

Your prospective customers must be provided with something of value, not just routine legal counsel. Inbound Marketing for Law Firms helps you do just that because with a targeted vision and some effort, you can take your firm to a whole new level.