Your law firm marketing agency isn’t just another vendor—it should be a strategic partner and a one-stop shop that works closely with you to grow your law firm. An exceptional and ethical legal marketing company doesn’t simply execute a checklist of tasks based on your marketing goals; a legal marketing agency takes ownership of your success by developing tailored strategies, engaging in regular communication, and delivering consistent results in the form of more traffic to your website, a steady flow of qualified leads, and the achievement of your business goals.

Furthermore, law firm marketing is inherently more complex than marketing for any other type of business due to compliance, governance, and stringent requirements for promoting the services of lawyers.

For more information, we invite you to read our blog, 7 Forbidden Words Every Lawyer and Law Firm Must Know for State Bar Compliance.

With this in mind, how can you evaluate if your digital marketing agency is up to the task or impeding your law firm’s success? After all, they don’t teach marketing in law school, so expanding your practice with a law firm marketing agency you can trust is imperative.

This blog, from law firm marketing experts with more than a decade of proven results for legal professionals, delves into five things a digital marketing agency for lawyers should excel in and five mistakes you shouldn’t ignore. Whether you’re a solo criminal defense lawyer or manage a staff of personal injury lawyers, continue reading to discover how your marketing company can make or break your practice.

5 Things Your Marketing Agency Must Do Right

1. Customize Marketing Efforts for Your Firm

Every law firm has unique goals, target audiences, and practice areas. If your digital marketing agency takes the time to understand your firm’s specific needs and creates personalized strategies to promote your services—like developing landing pages for local services or optimizing SEO (search engine optimization) for niche keywords—they are doing it right.

2. Stay Ahead of Industry Trends

Digital marketing trends evolve quickly and constantly, as should your agency’s strategies. Whether integrating video assets like short-form video into your social media plan or adopting AI-driven analytics to fine-tune campaigns, an innovative agency helps you stay ahead of your competitors. To learn more about short-form video and its prominence in 2025, read our blog, 2024 Short-Form Video Marketing Trends for Law Firms, and How to Stay Ahead in 2025.

3. Focus on Your ROI

An excellent digital marketing company focusing on the legal industry prioritizes a law firm’s return on investment. They won’t throw money at paid advertising or social media campaigns just to be “busy.” Instead, they analyze data and make adjustments to direct resources where they’ll generate the best results for your practice.

4. Build and Manage Your Online Reputation

Trust matters more than anything in legal marketing because, for most people, it’s either their first time hiring a law firm or they have had a bad experience with a previous law firm, resulting in a negative outlook on lawyers in general. Positive online reviews and an excellent reputation can make or break potential clients’ decisions. Your legal marketing company should offer robust reputation management services—soliciting client reviews and addressing negative feedback professionally.

5. Monitor Performance Regularly

Establishing effective marketing campaigns is an ongoing effort — not a set-it-and-forget-it deal. The best agencies monitor your marketing campaign’s performance, share regular reports, and hold regular review sessions to explain results. With this level of attention, your marketing strategies will evolve with your law firm’s needs.

5 Things Your Marketing Agency Might Be Doing Wrong

1. One-Size-Fits-All Marketing

If your digital marketing company treats every client the same, beware. This approach signals a lack of creativity and understanding of your law firm’s unique selling points. Your marketing campaign should highlight the qualities distinguishing you and your law firm from your competitors.

2. Poor Communication

Does it take days—or longer—for your legal marketing partner to respond to questions or concerns? Lack of communication leads to missed opportunities and frustration. An open line of communication facilitates a successful partnership.

3. Failure to Innovate

A stagnant agency can stunt your law firm’s growth. If they’re clinging to outdated methods instead of employing strategies like mobile-friendly websites, email automation, geofencing for ads, or content marketing to get your law firm to appear on page one of search engine results pages and search results feature such as People Also Ask, and AI Overview, it’s time to ask, “What’s next?”

4. Neglecting Lead Nurturing

Attracting leads through digital advertising is only half the battle. If your agency isn’t creating systems to nurture these leads—like nurturing email campaigns, newsletters, or retargeting ads—you’re missing an opportunity to convert ideal clients into new clients. Marketing success hinges on turning curiosity into commitment.

5. Ethical Considerations: Minimal Reporting and Transparency

Poor reporting can mean one of two things—either your agency isn’t delivering results, or they aren’t sure what’s working themselves. A reliable agency offers detailed, digestible reports and explains what they mean for your law firm’s growth.

The Law Firm Client Generation System — Our Digital Marketing Agency’s Secret Weapon

Our proprietary Law Firm Client Generation System, a perfectly integrated process, and an expert team form the foundation of our marketing services. Derived from over a decade of marketing legal services, The Law Firm Client Generation System synergistically drives new leads and organic traffic with the greatest ROI.

Spoke 1: Website

We don’t get a second chance to make a good first impression. This adage is particularly true for a law firm because, as we mentioned, it’s their first time hiring a lawyer for many potential clients, or they may be hiring a lawyer after having a negative experience with a law firm. That’s why your website is the first spoke in the wheel. Because clients today search from multiple devices such as smartphones, tablets, laptops, and Smart TVs, your law firm website must be mobile-friendly and responsive. The web design team at Law Firm Marketing Pros develops functional and attractive websites from various screen sizes, browsers, and resolutions.

If your law firm website is not responsive, user-friendly, and made for mobile, your potential new clients will move on to the next law firm – your competitor. Remember, your competition is just one click away. Lawyers who choose Law Firm Marketing Pros over other agencies can expect the following from their new website:

• Worry-Free Website^TM
• Best-in-Class
• New Website Every 24 Months

Spoke 2: Local SEO – Search Engine Optimization

Does your lawyer marketing company recognize that many potential new clients search for local law firms rather than others within their state? If they don’t leverage local search engine optimization, your firm is missing a golden opportunity to increase business.

Local SEO and Lawyers SEO – the second spoke in the wheel – succeed by making your law firm more searchable to prospective clients who live in your area and seek your practice areas. Your business gets a higher Google ranking, which increases your visibility and brand building. Lawyers Local SEO makes your business listing and website highly visible online, driving local clients and qualified leads to your firm. Our Local SEO and Lawyers SEO services include the following:

• Google Business Profile
• Directory Listings
• Link Development
• Citation Development

Spoke 3: Reputation Marketing

The third spoke in The Law Firm Client Generation wheel is reputation marketing. As we mentioned, trust is your firm’s currency. Your online reputation represents your brand. Top-notch review marketing, management, and monitoring maintain your law firm’s stellar name. With reputation marketing, qualified leads find your law firm when they search for you or a practice area you focus on. At Law Firm Marketing Pros, our Top-Rated Law Firm review marketing, management, and monitoring system passively provides everything your law firm needs to monitor, create, market, and manage your online reputation – without demanding any of your time. Top-Rated Law Firm:

• Manages both positive and negative reviews on your behalf
• Generates new client reviews through an automated system
• Filters qualified leads
• Builds your firm’s online reputation by sharing your new reviews across multiple social media platforms.
• Provides guidance and feedback with valuable data to help you determine your next steps in your marketing strategy.
• Helps in managing your law practice, using a feedback loop.

Spoke 4: Organic SEO

When prospective clients search online for a law firm, they rarely scroll past page one, making SEO – the fourth spoke in the wheel – mandatory for getting law firm websites or webpages to appear on the first page of Google, Yahoo, Bing, or other search results. Whether you represent clients locally, regionally, nationally, or internationally, your law firm marketing strategies must include proper SEO implementation.

Our team of experts increases your law firm’s visibility by identifying and implementing the latest technology and methods to help more clients find you. Optimizing these keywords improves your Google rating and places you higher on the list when your ideal clients search for your type(s) of law. Better online visibility drives increased lead generation to your website and improves your conversion rate. Our digital marketing strategies for SEO include:

• On-Page Development
  • Location-Specific Content
  • Keyword-Specific Content
• Content Development
• Link Development

Spoke 5: Pay-Per-Click for Lawyers

Pay-per-click, or PPC, is the fifth spoke in the wheel. If administered strategically, it can be one of the most fruitful marketing strategies for generating qualified leads. It can attract more prospective clients to your site, promote your business brand, and generate more leads.

Our PPC legal marketing team gets to know you and your business goals to implement the best solution for delivering more qualified traffic to your website.

A customized PPC campaign from Law Firm Marketing Pros generates leads, promotes your brand, and increases traffic flow to your online business. Discover how our innovative solutions raise your virtual profile and guarantee a high return on your investment. Our PPC services include:

• Analyzing your current marketing strategies
• Targeting your ideal audience
• Researching relevant keywords and phrases
• Developing your customized campaign
• Analyzing your campaign for optimization regularly
• Researching keywords for your business
• Monitoring and tracking visitors constantly, with ROI in mind
• Creating professional ads to engage your target clients
• Building optimized landing pages for your business
• Providing expert PPC consulting and training to your in-house marketing team

Retargeting / Remarketing

Retargeting or remarketing is a form of PPC advertising that enables you to reach prospective clients who have searched for what you do or visited your landing page but have not returned or converted. Using the latest technology, it follows the potential client around the internet by placing ads during future browsing sessions.

A retargeting/remarketing campaign yields an excellent ROI because these prospective clients have already expressed interest in what you do. Your retargeting ad will appear when they are browsing the internet later on, capturing their interest once again and directing them back to your site. At that point, the internet user has a higher potential of converting into a new and loyal customer.

Law Firm Marketing Pros uses the best technology available for a legal marketing campaign to target a wide range of consumers across multiple ad exchanges. Our services include:

• Analyzing data and helping lawyers select their audience
• Developing a customized campaign plan
• Building and managing your campaign
• Conducting ongoing specialized analysis to maximize the campaign’s success and increase its conversion rate

Spoke 6: Video & Reels

Our My Law Video service is the sixth spoke in the wheel. It empowers elite law firms to create impactful video content that drives engagement and credibility.

• Done for You Video & Reels: Using AI tools strategically, we handle the entire creation process for a seamless experience.
• Done with You Video & Reels – this collaborative option provides guidance and support during production.
• Full Production Video & Reels – this option offers high-quality, professional-grade content tailored to your firm’s needs.
• Story Brand Format Video & Reels create a compelling message that resonates with your audience. This comprehensive video solution helps legal professionals stand out, connect with their audience, and grow their practice effectively.

Spoke 7: Blog Post/Content Marketing

Whether your legal focus is personal injury, estate planning, criminal defense, family law, or immigration, if you want to stand out online among legal industry professionals, your website needs engaging, relevant, and optimized content — the seventh spoke in the wheel. Your content should demonstrate your thought leadership, drive more traffic to your website, and compel prospective clients to act by completing an online form or calling you.

Our professional, in-house content team produces the following types of content:

• Blogs—centered around your law firm’s services, our high-quality, SEO-optimized blogs generate high rankings on search engines and bring more clients to your firm.
• Press Releases—Our press releases focus on a particular piece of news about your firm—such as an award you received or a community event you sponsored—and support your organic SEO with Quantum Distribution.
• Newsletters—our clickable monthly newsletters revolve around your monthly blog, promote your services, feature a client testimonial, and attract more visitors to your website.

Spoke 8: Social Media Marketing

To promote your law firm effectively online, you must optimize your social media presence and interlink the information across various platforms. Each platform offers a unique opportunity to connect with different segments of your audience, from Facebook and X (previously known as Twitter), to Instagram and Pinterest. Weaving a cohesive brand narrative across these platforms keeps your brand identity and message consistent, reinforcing the perception of professional excellence and reliability in the minds of future leads.

Strong brand consistency across the virtual landscape reinforces your law firm’s image and cultivates a sense of familiarity and trust among your audience. This helps more clients and prospects recognize and appreciate the value of your services and lays a solid foundation for long-term relationships.

• Facebook/Instagram
• LinkedIn
• YouTube
• Twitter/X

Spoke 9: Digital Lead Funnels/Social Media Ads

Digital lead funnels form crucial components of successful online marketing strategies for attorneys. These funnels attract clients, nurture their interest, and guide them towards taking a specific action, such as scheduling a consultation or submitting their contact information.

How Digital Lead Funnels Work

1. Awareness Stage/Top of the Funnel: At the top of the funnel, Social Media Ad Campaigns (targeted advertising) raise awareness among users who may need your legal services. These ads seek to interrupt the user’s scroll, capture their attention, and generate interest in your law firm’s ability to help them with their problem based on your knowledge and experience helping others in similar situations. People who reach the top of your purchase funnel are in the Awareness Stage, which contains your largest qualified audience. However, these social media users either don’t need your service or do not know they need it. During this stage, you want to build awareness around your law firm and practice areas, emphasizing how your firm solves a problem or benefits them.
2. Interest and Consideration Stage: Once individuals have engaged with the initial ads, the funnel directs them to valuable content, such as blogs, videos, or free resources, known as lead magnets, that address their legal concerns. This content educates and builds trust, positioning your law firm as an authority in their field.
3. Decision and Action Stage: As prospects move further down the funnel, they receive compelling calls to action, such as signing up for a free consultation, downloading a legal guide, or contacting the firm directly. This stage encourages them to take the next step towards engaging your services.

Key Components of Digital Lead Funnels for Lawyers

• Targeted Advertising: Utilizing Social Media Ads to reach specific demographics, behaviors, and interests relevant to your legal services.
• Engaging Content: Creating informative and engaging content that resonates with your audience’s needs and pain points.
• Lead Capture: Employing forms and landing pages to capture contact information and inquiries from interested prospects.
• Nurturing Sequences: Implementing email sequences and retargeting ads to nurture leads who have shown interest but have not yet taken the desired action.

Spoke 10: Conversion-Assisted CRM – Customer Relationship Management

The conversion-assisted CRM from Law Firm Marketing Pros streamlines and elevates your law firm’s marketing and client acquisition efforts. Leveraging our expertise as a leader in digital marketing for legal practices, this CRM offers:

• Conversion Acceleration to maximize lead-to-client conversion rates.
• Bolt-onCRM seamlessly integrates into your existing systems for effortless implementation.
• Lead Management tools that capture all prospects, helping your firm maintain organization and efficiency while driving growth.

Spoke 11: Website Hosting, Maintenance and Monitoring

Our agency maximizes your law firm’s ability to attract qualified leads with lightning-fast WordPress hosting. Why should you care about site speed? It directly impacts significant metrics, such as:

• Sessions – The term “sessions” refers to user interactions or visits to your website within a specific time frame. Web analytics defines a session as a single visit or series of visits by a user to a website, comprising interactions with the site’s pages, content, and resources. The number of sessions reflects the total count of these individual visits, regardless of whether the same user or multiple users make them.

Monitoring the number of sessions on your website provides insights into the traffic and engagement your site receives from your ideal audience and visitors. Understanding the volume of sessions can help your law firm evaluate the effectiveness of your digital marketing efforts, the appeal of your online content, and the overall user experience your website offers.

• Bounce Rate—A bounce rate refers to the percentage of visitors who land on a single page of your website and then leave without taking any additional action or navigating to other pages within the site. This metric helps you determine the level of engagement and relevance of your website’s content to your visitors. A lower bounce rate indicates that visitors find the content compelling and are more likely to explore further. In comparison, a higher bounce rate may signal a need for improvements in user experience (UX), content relevance, or call-to-action effectiveness.
• Rankings—Rankings pertain to the position of your website and its individual pages within search engine results pages (SERPs) for relevant keywords and phrases. The goal is to achieve higher rankings, ideally appearing on the first page of search results, which leads to increased visibility, website traffic, and potential client inquiries.
• Page Views—Page views refer to the number of times users visited or viewed individual pages on a website. For lawyers, page views offer insight into the level of interest and engagement with their website’s content. Higher page views indicate that the content resonates with visitors, attracts their attention, and encourages them to explore multiple pages within your website. It can lead to increased awareness of your legal services, improved brand visibility, and more opportunities to convert website visitors into clients.

By tracking and analyzing page views, we can identify the most popular content, understand user behavior, and make informed decisions about content strategy, user experience improvements, and overall digital marketing efforts.

• Conversions—Conversions refer to specific actions website visitors take that align with your law firm’s business goals. These actions can include, but are not limited to, filling out a contact form, calling your firm, signing up for your newsletter, scheduling a consultation, or directly engaging your firm’s services.

Spoke 12: Reporting and Analytics

We hold ourselves accountable for your results with a robust and comprehensive dashboard and your own Client Success Manager. At Law Firm Marketing Pros, your success is the driving force behind everything we do. We also believe transparency is the best policy, so we make it easy for you to see your results and live data with an all-in-one dashboard you can log into 24/7.

But wait, there’s more.

You’ll receive detailed monthly reports right in your inbox! These reports give you an all-inclusive view of your campaign data. Plus, enjoy 24/7 access to our user-friendly dashboard. Can you tell we’re committed to keeping you informed and empowered?

Hang on…it gets even better!

Law Firm Marketing Pros may be an award-winning digital marketing agency, but we know nothing beats the human touch. That’s why you will have an ally in your journey with us: your own dedicated Client Success Manager, who will meet with you every month to share wins, listen to your concerns and offer solutions.

Our Client Success Managers combine 32 years of experience and knowledge—and a passion for your success—to enhance your collaboration.

• Dedicated Client Success Manager
• Easy to Understand
• 24/7 Secured Access
• All-in-One Report

Are You an Aggressive, Growth-Minded Attorney? Law Firm Marketing Pros Wants to Help You Achieve Your Goals

A successful law firm marketing agency is proactive, innovative, and aligned with your goals. At Law Firm Marketing Pros, we are more than just an agency—we are your marketing partner. From personalized approaches to robust reputation management and cutting-edge strategies, we specialize in helping law firms achieve real growth.

Remember, good marketing is more than just adding numbers to your caseload—it’s about fostering trust, standing out from the competition, and building resilience in a competitive market. Don’t settle for an agency that’s coasting. Your firm deserves a partner who’s just as invested in your success as you are.

At Law Firm Marketing Pros, we partner with ambitious attorneys seeking more cases by getting their digital marketing right. Result: Make more money, reclaim valuable time, and focus on what matters most.

Are you ready to take your law firm marketing to the next level?

Contact Partner and Co-Founder Josh Konigsberg, author of Law Firm Digital Marketing Made Easy: The Only Book You’ll Ever Need to Become a Best-Known Attorney, to schedule a free 15-minute client accelerator call at (561) 948-5001 or complete our online form.

Though brief, this call dives deep into your strategy. Josh will then prepare a complimentary digital marketing brief packed with 25-35 pages of value that drives qualified clients directly to your practice.

Copyright © 2025. Law Firm Marketing Pros. All rights reserved.

This blog is not intended to be legal advice for a lawyer or law practice. No special relationship or privilege exists between you and the Blog and/or its owners, Law Firm Marketing Pros, or its Affiliates (“LFMP”). LFMP IS NOT A LAW FIRM, and THE AUTHOR IS NOT AN ATTORNEY. You will be representing yourself and your law practice in any legal matter you undertake or any Client you represent as a result of your use of the information provided in the Blog, including any Services offered through the Blog and content available on the Site the Blog is published on and in all other matters relating to you and your businesses. This Blog may provide audio-video content, referenced articles, newsletters, and other content for informational purposes only. In the process of providing this information, the Blog is engaged in the publication of information regarding business and management issues that may be commonly encountered by law firms. This blog is not a substitute for the advice of an attorney. This Blog does not review any of your answers to questions for sufficiency, provide legal advice, or analyze applicable law and apply it to your specific requirements. Accordingly, if you need legal advice for a specific issue, you are advised to seek the advice of your local, state, and/or national Bar Association.

Do you still have questions about digital marketing? Contact Partner and Co-Founder Josh Konigsberg, author of Law Firm Digital Marketing Made Easy: The Only Book You’ll Ever Need to Become a Best-Known Attorney, to schedule a 15-minute discovery call at (561) 948-5001 or complete our online form. Though brief, this call dives deep into your strategy. Josh will then prepare a complimentary digital marketing brief packed with 25-35 pages of value that drives qualified clients directly to your practice.

Law Firm Marketing Pros
250 S. Central Blvd, Suite 100-A
Jupiter, FL 33458
(561) 948-5001
https://lawfirmmarketingpros.com/