Law Firm Marketing: Ethical Digital Strategies That Generate Quality Leads

Legal marketing has unique challenges. Here's how to navigate them.

Unique Challenges

• Bar association advertising rules
• High competition and CPC
• Trust and credibility factors
• Practice area specialization

Website Best Practices

Attorney Bios - Credentials and experience - Professional photos - Practice area focus

Practice Area Pages - Dedicated pages for each area - Local keyword targeting - Clear CTAs

Case Results - With appropriate disclaimers - Focus on service quality

SEO for Attorneys

• Geographic targeting
• Practice area keywords
• Legal directory presence
• Content marketing

Pay-Per-Click Considerations

• Legal keywords are expensive
• Local Service Ads (Google Guaranteed)
• Landing page compliance
• Cost per case analysis

Review Strategy

• Ethical solicitation only
• Maintain client confidentiality
• Respond professionally

**Can lawyers ask for reviews?** Yes, in most jurisdictions. Just don't incentivize and maintain confidentiality.