Small Law Firm Marketing

How a Small Firm Can Compete With Larger Firms

Small law firm marketing is critical for any firm that wishes to compete with larger, more established firms in the marketplace. So, how can a small law firm compete with large firms that have massive marketing budgets? The solution is straightforward. First, focus your marketing efforts on the most effective mediums. Second, niche both your practice and your geographic location. Yes, you should use free marketing methods such as handing out business cards, volunteering in the community and networking with the local chamber of commerce.

These are excellent sources of new clients for your practice. However, there are other resources available to help you sustain and even grow your practice if that is your goal. Internet marketing is the most effective medium that most small and solo law firms overlook.

Internet Marketing: Leveling the Playing Field for Small Firms

Not only is online marketing the most effective form of advertising, but it can and should also be the most cost-effective. Internet marketing can be geo-targeted as well as demographically targeted. The main reason small law firms fail at internet marketing is that they cast too wide a net and thus make no impact. The campaign must be targeted directly at your potential clients within your specific geographic area.

If you do this correctly, there is no reason why even the smallest law firm cannot benefit from internet marketing.

Some of the benefits of internet marketing for small law firms include:

  • It’s cheaper than traditional forms of advertising
  • It can be targeted far more tightly to your target market
  • It generally provides a quicker return on investment
  • It can be tracked, measured, and constantly optimized

Small Law Firm Marketing: How We Can Help

We have created an efficient and cost-effective small law firm package that will assist you in maintaining your current practice while also growing with you in accordance with your future plans. It has low upfront costs and is designed to produce immediate results for a quick return on investment.

Some aspects of our small law firm marketing package include:

  • Localize Search Engine Optimization: We’ll have you ranking on the search engines in your geographic area for your particular specialty
  • Local Business Listing: We’ll create an optimized local business listing for your firm so people in your area using computers and smartphones can find you on both Google and Yahoo/Bing
  • Highly Targeted Online Advertising: We’ll find the most targeted terms that your firm’s potential clients are looking for and develop a laser-focused internet advertising campaign for them
  • Website Design: We’ll design a website that specifically highlights the strengths of your firm. It will be optimized for search engines as well as to help convert online browsers into clients
  • Pay Per Click Advertising: Bidding on low-cost/high-impact keywords as well as the display network in your market. Advertising on lower-cost search engines like Bing/Yahoo.

Online Results Start With The Right Law Firm Marketing Consultant

The reason we achieve such great success for our clients is straightforward. We understand all aspects of internet marketing and how to combine them into a cohesive package that attracts the attention of internet users and search engines. The following steps are part of our comprehensive marketing system:


First, we examine your company’s current marketing efforts and future goals. Do you advertise on television, radio, telephone directories, billboards, or the internet? Have you created a brand? A one-of-a-kind message? What is your intended audience? What are their particular issues, and how is your firm uniquely qualified to address them?

Attorney Website Design

We then examine your website. Is it properly designed in terms of SEO? Is it interesting, informative, motivating, convincing, exciting, or reassuring? Is it meeting your prospective client’s immediate needs and concerns? Does it create credibility and trust? Is there a clear call to action? If the current website is salvageable, we will use it as a foundation, but in most cases, a major website overhaul is required because the current website falls short in every category.

The website design, search engine optimization, and copywriting will be handled by the same consultant who did the research and theme. This ensures that the website is correctly themed from the first page to the last and that the SEO is not watered down by “design-by-committee.”


Once the website is live, we will build and gradually expand an internet network around your company and its message. We employ a combination of a law firm blog, submissions to high-quality legal profession directories, and the creation of profiles on social media sites such as Facebook, YouTube, Twitter, and LinkedIn. Interlinking the various network components increases web exposure and improves search engine ranking. E-mail marketing and company newsletters can aid in client retention and referrals.

PPC Campaign

We’ll talk about the advantages and disadvantages of a pay-per-click advertising campaign, and if it makes sense, we’ll put it in place in size and scope that aligns with your company’s long-term goals. The website will be optimized for both organic and paid search results, lowering the overall cost per click. Multiple ads will be created and tested for conversion, and the results will be tracked and used for further optimization.

Marketing My Law Firm: What Do I Have to Do?

You’re not an internet marketer; you’re a lawyer. You’re far too preoccupied with your job to blog, tweet, or like on the internet. That’s fine. When you have a law firm marketing consultant handling the technical aspects, promoting yourself on the internet is a lot easier than you think. We will guide you through the twists and turns of the information superhighway, connecting you to literally tens of thousands of online surfers who are all specifically looking for the type of legal assistance you offer.

What Do We Need From You?

Simple. Simply do your job: advocate for your clients and assist them with their legal issues. Everything you do will be broadcast to the online world if you hire us as your marketing consultant. This is the system’s networking section. As a lawyer, you are not only a legal advisor, but also a motivator, teacher, and adviser. So start online motivating, teaching, and advising. Most lawyers find that promoting themselves online is therapeutic, liberating, motivating, and even enjoyable. And it should be enjoyable.

Make it enjoyable for yourself. People will be drawn to you because of your enthusiasm. Make videos and online commercials if you have a talent for public speaking. If not, write blog posts and we’ll distribute them to dozens of high-quality online article directories. The key is to market the knowledge you communicate to your clients on a daily basis across the internet via multiple integrated mediums. This creates a network for your message, attracting the attention of both internet users and search engines.

Why You Need a Law Firm Marketing Consultant

The marketing strategy depicted here appears complicated, and it is. There are over a hundred steps in the campaign, and each element must be correctly structured and implemented in unison to have the greatest impact on both your audience and the search engines. But that is our responsibility. We handle all of this as your law firm marketing consultant. It is your responsibility to provide us with the central hub, the content. And we’ll show you how to do it, too: how to make blogs, videos, articles, press releases, and so on. It’s essentially just a record of what you do all day.

We’ll take that content and structure it in a way that will pique the interest of search engines before broadcasting it to the broadest possible audience. Trying to implement this on your own would be equivalent to deciding to perform brain surgery on yourself. Leaving it to a general website designer is akin to having your family doctor perform brain surgery on you. You require someone who is well-versed in all aspects of attorney marketing. A specialist is required.

The Complete Solution to Law Firm Internet Marketing

We work by 3 simple rules:

  • Specific goals
  • Clear communication
  • Guaranteed Results

We do this because we understand how to make search engines work in your favor. Most internet companies fail because they either don’t know how to do it or specialize only in the areas where they can make the most money. We handle every aspect of the marketing effort, and we hold ourselves to a single, unambiguous goal: “We Will Increase Your Law Firm’s Notoriety, Prestige, and Revenue.” We can help you expand your business in real estate, bankruptcy, foreclosure, family law, auto accidents, personal injury, debt settlement, immigration, malpractice, probate, criminal law, elder law, loan modification, or intellectual property rights.

Call us today to see how we can implement a small law firm marketing strategy that will help your practice grow through comprehensive and cost-effective internet marketing.

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