The Lawyer Marketing Plan Template You Need Right Now

A marketing plan is a roadmap you can use to realize your vision and grow your law firm. It can help you outline your goals and then come up with strategies for building your business. 

When it comes to lawyer marketing, no two plans will be the same. Although they may share similar elements, each needs to be customized according to your firm’s location, size, practice, clientele, and budget.  

Need a lawyer marketing plan template to help you get started? This guide will cover the basic marketing elements you need to know to begin crafting your own lawyer marketing plan. 

Know Thyself

Because each law firm is different, it’s helpful to perform an internal review of your firm’s needs and marketing goals. As a primer, there are several steps you can take to better understand your business, clientele, and marketplace: 

  • Determine your practice area – What is your place in the market? What services do you offer clients? Describe your practice how you want clients to view it. What are the things you’re known for? What would you like to be known for? Effective marketing for family law will differ drastically from criminal law.  
  • Build client personas – To speak to your audience, you need to understand them. A law firm marketing template is most effective when it’s targeted at a specific group of people. Marketing strategies or messaging that reaches and then wins over seniors may not have nearly the same reach or impact on a younger demographic. It’s helpful to build client personas—both for individuals and businesses—by asking questions like: 
    • Where are they located?
    • What are their demographics? 
    • What industries are they in? 
      • How large?
      • What’s their revenue? 
    • Why do they need your help?
    • What solutions are they looking for? 
    • How would that person search for a law firm?
    • What type of messaging do they respond to? 
    • What technologies do they most utilize?  
  • Detail how you locate clients and how they will find you – Do you have existing marketing channels that are already working? Are you largely a word-of-mouth business? The answers to these questions will determine how you approach your marketing efforts. This can help highlight effective marketing channels as well as potential opportunities that you aren’t fully utilizing.
  • Know your competition – Who are the main competitors in your market? What are they doing well? Where are they weak? Similar to knowing your clients, understanding your competitors helps you craft a more effective marketing plan.   
  • Craft your message – What do you want to convey to your target audience? Is it your expertise and pedigree? Will your tone be personal or professional? Your website and all of your marketing content should be built around your messaging plan.
  • Identify your goals – Avoid broad generalizations here. Practically every firm wants revenue growth and an increased clientele. Instead, set specific, time-based goals that you can use to check your progress and gauge the efficacy of your marketing strategies. For clarity, it’s helpful to break goals up into chunks of time, with short-term goals (6 months), mid-term goals (1-3 years), and long-term goals (5-10 years). 
  • List your business development stage – Are you an established firm or fresh out of law school? Do you have a lot of contacts but few clients? How you answer this will also help refine your marketing strategies. A law firm that’s further along will likely need to focus more on SEO, whereas a budding practice may need to employ a broad array of marketing tactics, such as PPC, for the first time. 
  • Set your marketing budget – As the saying goes, you often have to spend money to make money. Marketing is an investment and should be treated as such. If you want an effective plan, you’ll need to direct money to multiple channels. So, consider setting aside 5-10% of your revenue toward your marketing budget. 

Marketing Strategies for Lawyers 

Now that you’ve done your due diligence, we can get down to the brass tax of legal marketing. The following are some of the marketing strategies that could pay dividends both in the near future and the long term: 

PPC Is King 

Pay-per-click (PPC) advertising lets you artificially boost your ranking in search with subtle, paid ads. This is one of the most effective ways for lawyers to ensure that potential clients have visibility on their legal services. And when managed properly, it’s the most predictable, measurable, and responsive form of lawyer marketing.   

For a small investment, you can ensure that your law firm gets in front of your target audience, showing up on page one of the primary search results—whether it’s for Google, Bing, or Yahoo. 

This marketing channel becomes even more effective when properly managed with the help of content marketing experts. They can help ensure that your ads, bids, keywords, and localization are optimized to perform and catered to your target clientele.  

Focus On Your Website

Your website is your legal firm’s digital business card and home. It’s an important attorney lead generation tool in your arsenal and will likely be the first place a potential client will look at when researching your legal firm.

A well-designed website can help draw traffic and then establish your authority as a trustworthy expert in your field. However, a shoddy website may turn off a potential client before you even have a chance to make a pitch. As Forbes notes: 

“A well-crafted website can benefit a business in many tangible ways, including increased sales and leads. Effectively, a great website is its own campaign, constantly working to support the brand. What’s more is that in comparison to other marketing initiatives, a website is easily trackable, allowing brands to better understand consumer behavior and providing insight into what is and isn’t working.”

Your website should be mobile-responsive and have a couple of key components, including your contact information, legal team and experience, areas of focus, client testimonials, and blog page. Additionally, you must build your site with search engine optimization (SEO) elements in mind, including: 

  • Ensuring the website is easy to navigate
  • Designing the site to be mobile-friendly
  • Adding relevant keywords on web pages and blog posts
  • Inserting quality backlinks 
  • Producing shareable and authoritative blog content
  • Being listed on high-quality websites     

High-Quality Content Matters

For your website and SEO efforts, your blog and the content therein represent a powerful marketing tool. By building out content using relevant keywords and addressing likely topics and questions of interest, you can rank on Google search. 

Google’s goal is to help searchers find their answers by providing them with the most relevant and up-to-date information available. The algorithm will favor content and websites that check these boxes. 

Your goal isn’t simply to get them on your web page but to keep them engaged. The primary focus of your blog content should be to educate or entertain your readers. It’s a chance to establish your authority as a legal expert and to answer questions potential clients likely have. 

So, for starters, be sure to regularly produce well-written and informative blog posts. From there, optimize your content on the page by using SEO practices like: 

  • Using headers to break up content into scannable chunks
  • Adding relevant keywords throughout the content
  • Utilizing internal and external links
  • Optimizing URLs for SEO 
  • Including title tags, meta descriptions, and alt-text  

Use Social Media 

In today’s digital age, a marketing plan is incomplete without a social media strategy. It’s one of the most cost-effective ways to build brand awareness, engage your target audience, attract potential clients, establish authority and thought leadership, and enhance your SEO strategy.  

For lawyers, the most effective channels include: 

  • LinkedIn – According to an Attorney At Work study, LinkedIn is the most commonly used social media site by lawyers, with over 27% of lawyers saying that it’s the most effective platform for finding new clients. It allows you to network, share helpful articles, and build a reputation. 
  • Facebook – Building and maintaining a professional profile helps build and interact with a community while identifying potential clients. 
  • Twitter – Twitter is all about engaging in the conversations of the day. It’s an excellent networking resource that allows you to position your firm as an authority on legal matters.  

A content calendar can help you build your social media presence and ensure that you’re posting regularly. It lets you create posts and then schedule them for release, which takes much of the daily effort out of the equation. But that doesn’t mean you can simply set and forget. You also have to remember the importance of regular interaction and engagement with your audience. 

Convert IT: Specialized Marketing for Legal Firms 

In the digital age, the vast majority of your marketing efforts will be conducted online—whether it’s PPC campaigns, building an optimized website, producing blog content, or utilizing social media. Therefore, it helps to have experts on your side who can take your law firm marketing plan template and elevate it into actionable strategies. 

This is where Convert IT can be a difference-maker for your firm. 

As lawyer marketing experts, we specialize in helping you get found, have quality calls, and retain clients. Whether you’re a small or large firm we are a Google Premier Partner that knows how to drive traffic, create captivating ads, and convert. We’re PPC specialists, and so much more. 

Want to see why our legal marketing platform is so successful? Find out more today. 




Forbes. Digital Influence: Web Design’s Impact On Marketing Strategy.

Attorney At Work. Engage! A Lawyer’s Guide to Social Media Marketing.

Attorney Lead Generation Guide

Attorney Lead Generation Guide

For legal firms, continued growth and success align with two primary drivers: client retention and lead generation. 

In other words, you need to nurture your existing relationships while securing new ones. 

 Fostering a steady flow of high-quality leads is easier said than done. But in a time where 76% of consumers use the internet to find their lawyer, a well thought-out digital marketing strategy could mean the difference between success and failure. Use a thoughtful lawyer marketing template to get you started.

What does a modern attorney lead generation strategy look like? This guide has you covered. 

What is Lead Generation for Lawyers? 

Attorney lead generation follows a similar sales funnel concept that applies to most businesses. The process includes these steps: 

  1. Awareness – The first stage of lead generation involves building name recognition and making your target audience aware of you. Typically, this discovery process happens from one of your various marketing channels. 
  2. Interest – After the lead has been made aware of your legal firm, you need to attract their interest. This is often a call-to-action of some sort, such as clicking through to the services page.
  3. Decision – Once their interest has been piqued, you have to put the onus on the lead to take the next step. That could be anything from agreeing to work with your firm or simply taking time to peruse your website and blog.
  4. Action – This is the ultimate goal of lead generation. And the channel you use for lead generation could impact the desired action you want the client to take. For example, you might ask them to provide contact information, reach out for more info, sign up for a newsletter, agree to a consultation, or enlist your services.     

Know Your Lead 

Your lead generation efforts won’t be effective if you don’t know the whos, whats, and whys regarding your potential clients. 

How a client would search for a family attorney will look very different from clients searching for a personal injury attorney. Similarly, a solo practitioner specializing in a narrow legal field will employ different lead generation strategies than a major law firm. 

When it comes to lead generation, remember that quality is better than quantity

Knowing this, one of the first steps of lead generation involves developing target client profiles. The more you know about your ideal clients, the better. That knowledge will help you accurately target high-quality leads, saving you time and money.  

To identify your target client, follow these steps: 

  • Define your legal services – What are the legal services you provide, and what are your areas of expertise? This will help you determine the type of client that comes to you most frequently. 
  • Use existing clients to better understand your target demo – If you’ve already established a list of clientele, see if you can use those profiles to help with persona development of your ideal client. Consider surveying clients to see what about your firm appealed to them over your competitors. 
  • Perform website analytics – Since most of your new clients are likely finding you online, you should analyze where they’re coming from, what they’re searching for, and which keywords are most closely tied to your law firm.  =
  • Build client personas – The more detailed and specific you can get, the more effective your lead generation efforts will be. Try to flesh out a real person by including:
    • Their defining demographics (age, occupation, race, sex, location) 
    • Their pain points 
    • Their goals 
    • What they might want from a lawyer

While this may seem like a lot of effort, it’s worth it. This extra legwork will allow you to hone your lead generation strategies and immediately discard channels that would likely be ineffective. For example, if you’re in Estate Planning, social media marketing—particularly via Instagram and TikTok—won’t produce much ROI since the type of clientele looking for those services tends to skew older. 

Lead Generation Strategies 

Once you’ve built out your client personas, you’re ready to focus on reaching out to leads and then converting them. As discussed, you should tailor your strategies to those personas. Regardless, there are three essential strategies that any legal firm can implement to maximize its lead generation efforts. 

Start with Paid Search Engine Advertising

Pay-per-click (PPC) advertising is all about conversions—turning a stranger into a qualified lead. 

As the name suggests, PPC is an advertising method where you pay each time a person clicks on your ad. Typically, this paid ad will show up at the top of Google, Bing, or Yahoo search results, making it the first page a visitor sees after typing in a specific keyword or phrase. 

But a PPC campaign isn’t a surefire strategy. It’s only as good as the people running it. If you choose expensive keywords that don’t convert, your investment will be wasted. 

Because there’s significant risk-reward to a PPC campaign, paid search isn’t something you should attempt on your own. Instead, you can hire digital media experts to properly manage your PPC campaign. With their help, you can ensure that your bids, keywords, localization, and ads are optimized to reach and convert your targeted leads.    

 A well-run PPC campaign is the most predictable, measurable, and responsive way to get leads for attorneys. 

Design Your Website with Lead Generation In Mind

Is your office space littered with trash? Do you wear flip-flops and a tank top to client meetings? 

Of course not. At least, not if your goal is to win over new clients. If you want to gain their trust and business, you’d better dress to impress. Appearance contributes to a potential client’s initial impression and overall perception of your firm’s quality. 

The same goes for your website. 

Consider your website the digital face of your firm—the first place a cold lead will go when searching for legal services.  

Today, it’s no longer acceptable to settle for a “good enough” website. Modern clients in a digital age demand more. Few things will make them less trusting of your law firm than a website that looks and feels as if it was designed decades ago. 

So, what does an optimized website look like? Typically, it will include the following elements: 

  • Mobile responsive – More than 55% of all global web traffic comes from mobile devices and tablets. Therefore, your website should be designed specifically with mobile searchers in mind. This includes dynamic content, condensed navigation, optimized images, and reliance on a mobile operating system.
  • Visually appealing – A picture is worth a thousand words. A lead should be able to quickly understand who you are and what you’re about in a glance. Your website should create a positive initial impression that’s in alignment with your brand. Currently, modern website design favors a minimalist approach to highlight key sections and avoid visual clutter. 
  • Fast and easy to use – Few things will turn off a potential lead faster than a website that loads as if it’s on a dial-up connection. The vast majority of users expect a webpage to load quickly, and for good reason. Multiple studies have shown that a page that takes longer than three seconds to load will lose more than half of its users. And with so much competition in the market, you can’t afford to lose clients to competitors over something as trivial as a slow or unresponsive website. 

Build Out Your Blog Content 

One of the most critical aspects of Search Engine Optimization on your website is your blog page. This is a tool that you can use to:

  • Build brand identity – Your content can tell the audience who you are and help distinguish you from your competitors. 
  • Establish authority – Blogs are an inbound content marketing tool that demonstrates your expertise and helps the audience understand why they should listen to you (and eventually hire you).  
  • Provide a service to people searching for legal answers – If you produce high-quality content that is relevant and up-to-date, people will stumble upon your site when searching for legal questions. The more optimized the content, the higher you’ll rank on Google search results. This increases the likelihood you’ll generate even more leads. 
  • Convert leads into clients – Your content is a way to warm up your lead and butter them up for a pitch. If you provide informative and helpful content, they’ll be more receptive to a call to action at the end of your post.   

Put simply, content marketing is a critical lead generation practice. With it, you can attract prospects and then convert them into leads. But that requires you to regularly produce high-quality content that answers common questions and addresses legal matters.  

Lead Generation for Lawyers 

In the olden days, lead generation for lawyers was much more about word-of-mouth and interpersonal relationships. But the digitalization of the world has changed the way attorneys find new clients. 

A modern lead generation strategy is predominantly online. It starts with a solid PPC marketing campaign, and then is bolstered by a solid website with informative web content. 

Do you need help with your digital lead generation efforts? 

At Convert IT, we’re marketing professionals that specialize in the secrets of attorney marketing. This includes anything from designing a new website to creating a captivating PPC campaign. Our proven platform has everything your legal firm needs to generate new clients. 



1 Library. How Today’s Consumers Really Search for an Attorney.

Oberlo. What Percentage of Internet Traffic is Mobile? How Page Load Speed Affects Customer Behavior.