This document provides 5 steps for law firms to improve their online visibility without large advertising budgets. It recommends optimizing the website for mobile use, showing legal expertise through content like blogs and case studies, leveraging social media platforms like LinkedIn and Facebook, using analytics to refine digital strategies, and maintaining consistent marketing efforts over time. The overall goal is to establish trust and position the law firm as a reputable online resource for potential clients.

1. 5 Simple Steps To Make Your Law Firm
More Visible Online
Presented by Bryan Lozano (@bryanslozano)

2. About Me - Bryan
Lozano | Digital
Marketer
I’m a digital marketer and former Chief
Operating Officer and Chief Marketing
Officer for a law firm. I’ve been running ad
campaigns and social media for lawyers for
over 7 years. My primary area of expertise
is advertising, automation, and analytics.
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3. THE PROBLEM: PAID
ADVERTISING ON GOOGLE IS
SUPER EXPENSIVE FOR LAWYERS
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4. *This study was conducted by Acquisio (a digital marketing company) in 2018 using data from over 50,000
campaigns
- Cost Per Click (CPC) — measures how
much an advertiser paid for each click. The
Legal industry is the second highest with a
CPC of $4.66.
- Cost Per Acquisition (CPA) — measures
the number of clicks that convert into a
lead. Legal far outpaces every other
industry with a CPA of $200. Depending
upon what you expect to earn from an
average client, this may or may not be a
good number for your particular firm.
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5. How can small law firms bring traffic to their websites, get more phone
calls and generate ongoing referrals and repeat business without
shelling out a large budget on ads?
Based on my experience working with many small law firms, I can tell you that building trust is one of the
most important keys to the success of your online marketing campaigns. Your marketing plan should start
with building a website and establishing a reputable brand, followed by ongoing initiatives that educate
and hopefully turn visitors into loyal clients. It's important to be at the top of their mind when they need
you most.
Let's discuss five digital marketing strategies that can help your law firm reach new clients without having
to spend a fortune on advertising:
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6. 1. Optimize your website.
A website needs to be more than a homepage,
about page and contact us page. It should be a tool
that converts visitors into paying customers.
When designing the layout for your website, the
first thing to ask yourself is: What are my target
customers looking for in a law firm? In other
words, what would make you choose your website
as a potential legal resource?
No matter what, all websites should:
- Have clear branding and messaging
- Be fast-loading (your potential customers are
looking for information, and they want it fast)
- Include easy navigation, regardless of the
device it’s being viewed on.
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7. Think Mobile First
Remember, your customers aren’t just using desktops.
They’re also using mobile devices to search for legal
information and expertise while on the go. In fact the
number of users of online users on mobile surpassed those
using desktop back in 2016 and about 25% of online mobile
users are exclusively mobile, meaning they never look at
your site on desktop!
There is a concept in web design called “mobile-first”
design. Meaning you start with the mobile layout before
considering how it will look on desktop or tablet. The goal is
to make sure you maximize the performance and
experience on mobile so that you don’t end up working
backwards and sacrificing elements when you start with a
desktop view.
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8. Tips for Mobile-First Design
- Be sure your content is easy to read. Fonts,
images, and buttons should all scale down in size
to fit the mobile screen appropriately and not
become distracting
- Avoid popups on mobile. They cover too much of
the screen and can be a deterrent for visitors.
- Break your pages up into small digestible
sections. Using color to separate ideas.
- Try to keep your contact forms simple and use
checkboxes and dropdowns where applicable.
Entering text on mobile can feel tedious and can
deter people from contacting you
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9. Showcase Your Expertise
You always have to remember that the
internet is a resource center, so you have to
consider your competition and your content
on your site to be the best legal resource for
potential visitors. To position yourself as an
expert, answer frequently asked questions
and share information on relevant topics
related to your geographical area and
practice areas. In other words, be the go-to
hub for legal information. You can do this by
integrating a blog and showcasing case
studies about recent matters you have
resolved (if you can share legally of course).
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10. Offer Value
When your site's visitors exit from the same exact page
they entered your website on, there’s a higher possibility of
a search engine lowering your sites relevance score for the
exact keyword or advertising campaigns that drew them to
your site. Draw visitors to your site and help navigate them
to click more by offering extensive value.
Videos are a strategy to help visitors stay engaged with
your sites content and lower the chance of bounce rates.
Video content is like a client testimonial or can be a Q&A
with an attorney on your team. Using videos on landing
pages will increase conversions by 86%. (Wordstream,
2018).
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11. Other Ways to Offer Value
You can also share content through a
downloadable pdf or guide, and leverage the
value being offered by collecting email
addresses for targeted email campaign going
deeper into the sales funnel.
All content should provide valuable,
keyword-rich information that establishes
authority in your expertise that drives traffic
in search engines with organic SEO best
practices.
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12. 2. Create a Content Marketing
Plan
Establishing your strong content marketing plan will help
you see the scope on how you will be building your online
reputation, while benefiting from your sites SEO efforts.
Document content on your website that links to other
pages on your website as a resource, such as press releases
and blog posts. To do this you can begin by building
credible backlinks that navigate to other areas of your site.
Here is a way to add more value for your audience, share
your content to other websites. This strategy could help
drive traffic to your website, while providing useful info
that helps build trust with potential clients.
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13. 3. Leverage Social Media
According to an Attorney at Work study,
they surveyed 302 lawyers, close to all 96%
of respondents said they utilize social media.
LinkedIn ranked the top, with 84% of
respondents saying they are on the platform.
Facebook is the platform drawing the most
business 31% unlike LinkedIn drawing 27%.
Facebook and LinkedIn are two useful
platforms where a lawyer can leverage their
online presence to draw new business or
attract authority in their practice area.
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14. Types of content that can be
shared on social media include:
● Sharing valuable content about industry and practice
area
● Sharing valuable info related to your industry will show
your followers that your are passionate and care enough
to take time out to spread awareness of issue related to
your practice area.
● Establish yourself as a community leader: Share
dedicated volunteer experiences with your community
on social media.
● Answering common questions related to your practice
area: You can share your knowledge by educating your
social media following.
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15. Types of content that can be
shared on social media
include: Continued
Drawing awareness to positive reviews, successful
moments and industry awards:
Reviews can influence a potential clients decision on
whether they can trust you to solve their legal issues.
Google & Facebook are two of the most used review
platforms, you can leverage a positive review and quote it
to share on your law firms social media platforms.
According to research leader BrightLocal, 97% of
consumers search online for local businesses. 12% of
consumers do so on a daily basis!
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16. 4. Use Data to refine Strategies
and Boost Results
The key to a successful law firm marketing plan is measuring and
optimizing on results.
The analytics from your marketing efforts will give you the
information needed to understand the traffic sources from
click-through rates and bounce rates. Analytics can help with
improving site navigation and provide needed data to measure
organic and paid search traffic, data from analytics also delivers
some info on which area your efforts are getting the best results,
such as topics, your site’s layout. Data allows the luxury of
understanding which strategies perform the best and gives you
the advantage to repeat approaches that brought valuable
results.
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17. 5. Continually work at it.
Digital marketing isn’t just one strategy, there
isn't a set path. Marketing on the web continues
to evolve, and there is always fresh competition
ready and informed to compete against the
best-ranking law firms.
Consistent effort in marketing for your law firm
is essential in helping you not only execute on
methods but optimize on results.
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18. Thank You!
Contact me if you have any questions:
Email: bryan@modofi.com
Phone: 786-273-8811
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