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6 Steps To Create An Online Marketing Plan For Law Firms

by Luella Dummer (2020-04-01)

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The world wide web has become the primary source of information for all kinds of users. This makes it necessary to have an online marketing plan for law firms. Most people looking for legal assistance use the internet to find out relevant information. The log on to the web to not only look for possible solutions to a legal issue but also to search for suitable lawyers. In the absence of an effective law firm internet marketing strategy, it is nearly impossible to get in front of relevant audiences. In this post, we will discuss how can you create a plan to promote your law firm in the digital space.

1. Identify Why Do You Need The Plan

The first step is to identify why do you need the plan. Most attorneys will answer that they require it to get more clients. However, this is just a broad objective and you need to list down specific goals for your strategy. Let's say you run a startup law firm. Then your objectives can be to establish your agency as an authoritative entity in the domain. You will be looking to generate more leads from new business owners. At the same time, you will also want to increase your marketing leads i.e website visitors, social media followers, etc.

2. Define Measurable And Unmeasurable Goals

Lawyers need to divide their goals into two groups namely, measurable and unmeasurable objectives. This is necessary for gauging the effectiveness of their strategy. An increase in website visitors is an example of a quantifiable goal. You can set a target of increasing website traffic by a certain percentage within a defined time period. Similarly, the number of new clients gathered over a specified period is also a measurable objective. However, establishing yourself as an authority in the area of startup law practice can be difficult to quantify.

3. Identify The Key Components Of Your Promotional Strategy

The complete plan for promoting a legal firm among the target audience will include focusing on traditional, as well as, digital marketing channels. However, as we are discussing how to devise an online marketing plan for law firms, we will list the key components of this particular promotional technique. Your website will be the focal point of your entire plan. Its design and content must be aligned with your potential clients' requirements. Search engine optimization is another vital aspect of digital marketing. Attorneys also need to get active on different social media platforms besides creating profiles on online legal resources. E-mail marketing, video marketing, and paid search and social media advertising are other major elements of a promotional plan.

4. Create A Separate Plan For Each Element

It is essential to create a separate plan for each component of your marketing scheme. You need to know how you are going to use content for SEO purposes. A well-defined plan is also needed for 패션 running e-mail marketing and paid advertising campaigns. Lawyers must know the keywords they are targeting in SEO and ad campaigns. They also need to identify the social networks they need to use for connecting with and engaging relevant audiences. List down the steps you need to take for meeting all the separate goals.

5. Select The Tools You Will Require

It is impossible to manually handle a digital marketing campaign. You will require software solutions and other tools to manage everything. Analytics tools will be required to track and monitor all programs. They will give you an exact idea of whether you are achieving your goals or not. Solutions will also be necessary for running automated e-mail marketing and social media campaigns. Attorneys can create all the content they want to mail and then define the triggers for sending the e-mails. Tools will help them auto-schedule the publishing of social media posts.

6. Estimate The Cost Of Executing The Project

Finally, you need to estimate the cots of executing the project. You will need to hire a professional agency for running the SEO program. If your website design needs to be altered, then hiring a professional will add to your project costs. In case, you use paid tools, their subscription will also be included in the expenses. Cost estimation is necessary for making sure that you do not overspend on promotions.


These are the basic steps for creating online marketing for attorneys and law firms. Attorneys must formulate a detailed strategy to successfully explore Internet-based platforms to win more business for their firms.

Sophia Dicosta has been serving as an experienced Digital Marketer and website designer at ConroyCreativeCounsel Ltd., a leading Custom Law Firm Website Design company in the USA. She is a passionate writer and always look out for opportunities for sharing her knowledge with the Online Marketing community.

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