5 Tips for Law Firm Website Optimization

In a digital world, service businesses increasingly rely on their website to convert clients. Attorneys are no exception to this rule. 

Your law firm’s website is your digital office front. It’s where a prospective client will go to learn about your legal service and determine whether you’re trustworthy and credible. But that won’t ever happen if they can’t find your legal website in the first place.   

Search engine optimization (SEO) can help you stand out, rank higher on search engine results page (SERPs), and ultimately, generate more traffic to your legal website.

What Is SEO?

SEO is a combination of digital marketing strategies and tactics you can deploy to help your website rank higher on search engines and ultimately bring in more website traffic. 

Whenever you search for something on Google the keywords you input into the search bar will lead you down a digital path. Once entered, Google’s search algorithm seeks to find the best, most relevant answer to your query. 

This is where search engine optimization (SEO) comes into play. 

Sites that provide relevant material and are optimized for Google’s search algorithm are more likely to rank higher on the search engine results page (SERPs). And that matters deeply, since the vast majority of people will click on one of the top five results:1    

  • Rank 1 – 28.5% click-through rate 
  • Rank 2 – 15.7% click-through rate
  • Rank 3 – 11% click-through rate
  • Rank 4 – 8% click-through rate
  • Rank 5 – 7.2% click-through rate

The further down you appear on SERPs; the less likely your website will be visited anytime a prospective client searches for those keywords. 

And if you’re on the second  search result page, you may as well be invisible to your potential client . 

But done right, legal SEO doesn’t simply get more people to click on your law firm’s website. It also helps build your brand’s:

  • Authority
  • Name recognition
  • Reach
  • Credibility
  • Reputation
  • Client acquisition pipeline

So, how can you optimize your law firm’s website for search? Here are some law firm marketing tips. 

Tips for Website Optimization  

The good news is that it’s more science and less art. And although there are creative elements that are fundamental to the quality of your SEO efforts, the driving force behind an SEO campaign isn’t a secret that Google hides from you—there are some best practices that can improve your firm’s ranking. 

Here are five website optimization for law firms tips you should focus on: 

Law Firm Website Optimization Tip #1 – It All Starts with Keywords  

From Google’s primordial days to now,  relevant keywords have ruled supreme. 

Relevant keywords are, and will likely always be, integral to search. Were your SEO strategy a house, keywords would be the foundations it was built upon. Lacking those, all of your other efforts—no matter how valiant—will crumble and fall short.    

In the past, websites gamed Google’s algorithm via blackhat practices like keyword stuffing. For example, if you were trying to rank highly for “DUI attorney,” you’d simply write DUI attorney and its variations as many times as possible on your website and web content, then hide those pages so that potential clients couldn’t see them. That might look something like this: “We provide DUI attorney services, for clients looking for a DUI attorney. If you want a DUI attorney, please contact our DUI attorney experts.”

That’s painful to read, right? It’s unnatural. 

Today, because of this, such practices are banned. Per Google:2 “Filling pages with keywords or numbers results in a negative user experience, and can harm your site’s ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.” 

So, how can you utilize keywords the right way? Start with these steps: 

  • Tastefully place keywords in the following places:
    • Title tags
    • Meta descriptions 
    • H2s and H3s within the content
    • The web page’s URL
    • Throughout your website’s content where applicable  
  • Perform competitor analysis to see how your website ranks against competitors and to identify high-volume keywords through keyword research.
  • Keyword mapping is a strategy whereby you group keywords and content that touches upon similar topics or questions. You can map keywords to the various stages of the legal sales funnel, including:
    • Awareness stage
    • Consideration stage
    • Decision stage 
  • Pay attention to mobile keywords, which may differ from desktop queries.  

Law Firm Website Optimization Tip #2 – Powerful Content Is Key 

Continuing our SEO house analogy, if keywords are the foundation, your content is the cornerstone. 

The heart of Google’s mission is to provide users with content that answers their questions with the most relevant, up-to-date, and valuable information. And for this, simply garnering clicks isn’t enough. Google wants to see that users stay on the page and then move on to keep reading different content on the website.  

Because of this, Google has increasingly emphasized the on-page experience in its algorithm. Now, dwell time—the length a user spends reading a page—is a metric that they prioritize because it demonstrates user engagement. 

Put simply, high-quality content is the recipe for an engaged audience. And for that, your blog pages play an integral role. 

But what does that look like? Whether it’s your web copy, landing pages, or your legal blog, every piece of written content should:

  • Provide valuable information that’s relevant to the potential client’s legal queries. This information should be:
    • Backed by research and credible sources
    • Original content
    • Tailored to your audience 
    • In your brand voice
  • Include relevant legal keywords that satisfy user queries
  • Use proper formatting and on-page optimization to make the content readable and digestible  
  • Include internal and external backlinks and hyperlinks 
  • Know your search intent and call to action
  • Include multimedia content like: 
    • Photos
    • Infographics
    • Videos
    • Charts
    • Gifs

Law Firm Website Optimization Tip #3 – SEO Is Not a Quick Fix

An SEO strategy will not change your SERPs overnight. The recipe for success includes time, repetition, effort, and patience. That means staying up to date with the latest algorithm changes, tweaking older content to be better optimized, and constantly churning out new high-quality content. 

If you want to improve your legal firm’s standing on SERPs, it will likely take months of effort to start climbing the ranks. Per Google Search Central:3 ”In most cases, SEOs need four months to a year to help your business first implement improvements and then see potential benefit.” 

With legal SEO, there’s no instant gratification or overnight results. This means your firm needs to trust the process and be patient. Remember that it’s a long-term strategy that won’t help you tomorrow but will have a major impact six months from now, next year, and so on. 

Law Firm Website Optimization Tip #4 – If You’re Not Optimized for Mobile, You’re In Trouble

​​The world is changing. And the Google algorithm changes with it.  

Today, more than half of all web traffic searches are done on a mobile device. In the first quarter of 2021, mobile devices (not including tablets) accounted for 54.8% of global web traffic.4Google has noticed this shift in consumer web search behavior and responded by placing a greater emphasis on ranking websites that are made for mobile users. 

Google has become a mobile-first search index. And yet, many legal firms have websites that are outmoded and not optimized to support mobile users. Common issues include: 

  • Slow website speeds 
  • Bad user experience (UX) especially for navigation
  • Non-responsive design 
  • Slow loading times 
  • Wrong or missing local information 

To rectify this problem, you may need to give your website a facelift with a redesign that focuses on being mobile responsive. If you fail to create a positive experience for half of your potential clients, all of your other SEO efforts will be in vain.   

Law Firm Website Optimization Tip #5 – Don’t Forget Your Google My Business Page

Hyperlocal SEO is important for almost any business, but especially so for legal firms. Put simply, your clients want to be represented by someone who’s close by and that they can visit. 

Local search is important since it allows you to focus on specific areas near you. And for this, Google My Business is the largest determining factor. 

By listing your law firm on the free service, you have an opportunity to provide your location, contact information, legal services, reviews, photos, and more. This makes it possible for users to find your office on Google Maps. It also provides three crucial benefits: 

  1. Improves your mobile SEO efforts.
  2. Makes it faster and easier for interested potential clients to find the critical information they’re searching for.
  3. Helps you rank higher on SERPs since Google Map listings are automatically placed at the top of the page just below Google AdWords.  

Convert It—Helping You Get Results Faster with PPC Support

Done the right way, SEO can play a critical role in your client acquisition efforts along with law firm CRM. This long-term strategy will help your website climb in the rankings, which is essential for continued success.

But what if you want immediate results while you wait for your SEO to start moving the organic search needle?  

This is where Convert It can help. 

As legal-centric PPC (pay-per-click) marketing experts, we can build you a digital marketing strategy that makes an instant impact regardless of whether your firm has a big or small marketing budget.

How does a Convert It PPC campaign work? Contact us today to find out more. 



  1. Search Engine Journal. Over 25% of People Click the First Google Search Result. https://www.searchenginejournal.com/google-first-page-clicks/374516/#close
  2. Google Developers. Irrelevant Keywords. https://developers.google.com/search/docs/advanced/guidelines/irrelevant-keywords
  3. YouTube. Google Search Central. Hot to Hire an SEO. https://www.youtube.com/watch?v=piSvFxV_M04&t=100s&ab_channel=GoogleSearchCentral
  4. Statista. Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 1st quarter 2021. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/#:~:text=Mobile%20accounts%20for%20approximately%20half,since%20the%20beginning%20of%202017.

How to Write Effective Legal Blog Posts

In the hypersaturated digital legal space, ranking highly on search engines has become a greater challenge than ever. No longer can firms simply churn out keyword-implemented content and have a successful SEO strategy. 

Now, Google’s algorithm prioritizes high-quality legal professional content. It must be relevant, accurate, up to date, and most importantly, engaging legal topics. Done right, this can help you excel at SEO, increase your law firm website traffic, and establish your authority as a legal professional.   

So, how do you write compelling legal blog posts that provide tangible value to your clientele base and help you rank higher on search for the legal industry? 

Use a Range of Legal Blog Posts Types 

You should be writing on an array of subjects both directly and indirectly related to your specific legal practice. Plan on producing legal writing content on a regular basis, it is easier to maintain a devoted readership if you don’t change things up in your law firm. 

When everything becomes one-note, content tends to fall flat. This is why you should try your hand at a range of blog types, including: 

  • Legal 101 FAQ – When prospective clients are in need of legal advice, Google is often the first place they’ll go in order to ask questions. For lawyers, writing blog posts that provide an informative answer to frequently asked questions helps you rank highly in search—since the content is directly in response to the query—and it creates an initial touchpoint that demonstrates your legal expertise, which can lead them further down the sales funnel in your practice area. 
  • How-to – Similarly, sometimes a potential client will need guidance for filing documentation or operating their business according to rules and regulations. How-tos give you an opportunity to guide someone through the steps they need to follow. Depending on your legal field, an example legal blog post could be:
    • How to file for divorce
    • How to change your business’ legal structure 
    • How to sue for personal injury 
  • A deep dive – Want to show off your legal knowledge? This type of blog post can provide a more focused, in-depth discussion on a specific legal matter or case. It could be anything from legal issues that are currently top of mind in the culture, historical cases that set precedents, or tricky cases you’ve successfully handled. 
  • Infographics – Infographics are especially powerful tools for visual mediums like social media. These tend to be shorter and more focused on conveying a specific message. They can include statistics, checklists, or legal facts.
  • Guest posts – These are popular since you don’t have to write them yourself. Instead, you can host another lawyer or legal expert to write on an interesting topic or provide expertise on a niche legal subject. This helps increase your credibility and expand your professional network.    

By switching up your legal blog posts, you make sure that readers will come to your site expecting to read something new and interesting. 

Make It Easy To Read

Humans have limited time and attention spans. 

You only have a fleeting moment to capture their focus. The longer the post goes, the harder it will be to keep them hooked. That’s why most posts should range between 500 to 2,000 words. Though, ideal lengths are around 600–1,000 words for short-form and 1,500–2,000 for long-form. 

It’s not just length that matters. You also have to consider the readability. 

Having massive text walls is one of the quickest ways you can immediately lose your audience. Content needs to be quick, to the point, and digestible. Ways you can make your legal blog posts easy to read include: 

  • Utilize white space – White space helps a blog feel skimmable. By separating paragraphs and simply spacing things out, you help the content breathe. From an aesthetics standpoint, breaking up content is much more pleasing to the eye since it provides a visual break—however small—from the text. 
  • Use bullet points – Bullet points help add to a post’s scannability. They let you list things out or briefly highlight important information. 
  • Use one-liners – Varying sentence length and paragraph length gives a blog post a sense of rhythm and pace. One-liners are a punchy way you can add white space and emphasize a point. 
  • Separate content into headers – H2s and H3s help break up content into more digestible chunks. They also make it easier for a reader to scan through the content and pull out something specific without having to necessarily read the whole post. 
  • Keep your intro brief – An intro for a 1,500-word blog shouldn’t be any more than 150 words. Your intro is your chance to make a first impression and briefly explain what the reader will be reading about. It should be short, snappy, and get right to the point.  

Write for Your Audience 

The most incredible legal blog post can fall completely flat if it’s written for the wrong audience or if it’s written in such a way that the intended audience can’t understand it. 

Every blog post should have a clear purpose. Whether it’s to inform, drive traffic, or convert a client, the underlying reason will impact how you write the blog and who you’re writing it to. 

To help you know your audience, you can build out detailed client personas. Use both market research and existing clientele to flesh these out. In doing so, you will be able to write more targeted content that’s directly applicable to your most likely client.  

When it comes to the writing itself, you have to walk a fine line; it should be understandable to the average reader, but you don’t want to talk down to them—finding that balance will come more easily with practice.   

Focus On Your Specialty 

The purpose of your blog is to increase your client base. 

Write what you know and limit your posts to subjects related to your area of expertise. For instance, if you’re a divorce lawyer, there’s little reason to write about legal matters that are unrelated to your field, such as immigration law.  

Ranking highly for services or fields that you do not offer is a poor utilization of your blog, resources, and time. And simply demonstrating your knowledge doesn’t provide enough down-funnel value. 

Therefore, stick to subjects that are directly related to your field and applicable to would-be clients. Writing what you know is the best way to build your credibility as a thought leader. 

Edit, Edit Again, and Edit Some More 

Good editing can make a blog post sing. Bad editing, or no editing at all, could sink you from the beginning. Knowing this, don’t release your content until it’s been checked and double-checked.  As Forbes notes:1 

“First impressions can be made in as little as 33 to 100 milliseconds. Writing is no different, and spelling, grammar, and punctuation are some of the first things an attentive reader will notice and judge.”

Your content shouldn’t be given to the public until it’s perfect. Simply running a spell check and confirming that there are no glaring grammatical issues isn’t good enough. As you edit, be sure to: 

  • Cut out the fluff, whether in verbiage or content
  • Make the piece visually appealing 
  • Keep content clear and concise 
  • Don’t edit immediately after writing; instead, edit with fresh eyes 
  • Make sure that both the overall purpose of the blog is met
    • Do the same with each individual section 

Use SEO Best Practices 

Optimizing your blog posts for search helps ensure that readers will actually end up seeing the posts. If you fail to do this, all of your other efforts will be for naught. 

Search engine SEO best practices include: 

  • Using relevant keywords throughout the content and headers
  • Including title tags and meta descriptions
  • Adding image alt-text
  • Breaking up content for readability
  • Linking internally and externally
  • Updating your timestamp 
  • Including images and videos

Additionally, Google has recently emphasized the importance of a good page experience. According to Google, this is: “a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value.”

And how can you create a good page experience? Google recommends that you focus on the following search signals:2

  • The core web vitals, which deal with load speeds, page interactivity, and visual stability
  • Making your website mobile-friendly 
  • Using HTTPS
  • Ensuring that there are no intrusive interstitials

Convert It—Helping You Convert Blog Readers

Your law firm website copy and blog posts are some of the most important ways you can improve your website’s SEO. But SEO isn’t an overnight process. In fact, it could take several months to a year before your blog posts start having a noticeable impact on your search rankings.3 

What do you do if you want to move the needle right now? 

That’s where paid ads can be an immediate difference-maker. At Convert It, we specialize in creating legal PPC campaigns that can provide ROI right now. Our platform provides everything you need to generate new clients, including: 

  • Call & lead tracking
  • Behavioral targeting
  • Conversion websites
  • Drive traffic
  • Captivating ads  

Want to discover how Convert It could help you win new clients? Learn more today!  



  1. Forbes. Here’s How To Become A Better Writer. https://www.forbes.com/sites/ashleystahl/2019/10/30/heres-how-to-become-a-better-writer/?sh=1e9927531736
  2. Google Search Central. Understanding page experience in Google Search results. https://developers.google.com/search/docs/advanced/experience/page-experience
  3. Search Engine Journal. How Long Does SEO Take? https://www.searchenginejournal.com/seo-101/how-long-seo-takes/


How to Write Law Firm Website Copy that Converts

When a potential client searches for legal advice or representation, they’ll likely begin the hunt online. 

Long gone are the days of traditional advertising and directories for your law practice. Now, a legal firm’s website acts as its digital storefront and calling card for new clients. It needs to create a lasting impression whether the site visitor is coming from search engine results pages (SERPs), a landing page, or a paid ad. 

For that, writing high-quality website copy is key for law firm marketing. 

What does first-class web content look like? And how do you write law firm website copy that converts? 

Let’s jump in. 

Perform Market Research

For legal content to be compelling, it has to speak to its audience and address their needs. But it’s impossible to do that effectively if you don’t have an intimate understanding of both your firm and its clientele. 

What do we mean by that? 

  • For your firm – What is your legal focus? What legal services do you provide? Are clients typically in a stressful situation? Basic questions like these will guide your content and adjust the language to better fit your clientele. 
  • For your clients – Legal Marketing and messaging will fall flat if they’re directed to the wrong person. For instance, if you specialize in family law, your copy and advertising efforts will likely be ineffective if they’re targeting single people under thirty.  

Your writing should be directed toward your prospective new clients. Therefore, it’s vital that you perform thorough market research and build ideal client personas to learn who they are and what they respond to. Figuring out who your dream client is can help you:

  • Understand what prospective clients are thinking or searching for as they hunt for a lawyer and legal services
  • Craft content that resonates and builds trust
  • Create a fantastic client experience
  • Attract the optimal client
  • Determine what services to offer 

Build Out Content Clusters and Service Pages

Website copy is more than just your legal  blog posts—although, your blog does play an integral role in your overall efforts. Put simply; it’s the cumulation of all the text on the site. All of which works in conjunction to guide a visitor through the site, explain what you do, and encourage them to contact your firm. 

For most websites, this will include the following:

  • The home page
  • The practices and services pages
  • Landing pages
  • The legal blog
  • Recent news and cases
  • The about us page
  • The legal FAQ   

The content on every page should work harmoniously to help build up your image, credibility, and authority. Each page serves its own purpose. The content therein needs to be written with that particular reason in mind. To do that, as you build out your content clusters and service pages, write copy that addresses the intended audience’s pain points and the solutions your firm can offer them. 

For instance, as a divorce attorney, one of the most common client concerns is losing custody of their children. Therefore, if you don’t address that pain point, you could miss out on an opportunity to demonstrate to the reader that you understand what they’re going through and are capable of allaying their greatest concerns. 

The Home Page is the Centerpiece 

Similar to your firm’s office front and lobby, your home page is most likely the first thing a prospective client sees. It’s your opportunity to make a lasting impression. What you choose to reveal or highlight can say a lot about your practice. 

The content on the front page must sing. Visually, the page should be aesthetically pleasing and eye-catching without being overwhelming. Although it depends on your firm, the content should include: 

  • An original tagline that defines who your firm is and what it does
  • Compelling CTA buttons
  • Reviews (if not on the home page, then somewhere on the site)
  • Images, videos, and logos 
  • Highlights of a few elements that distinguish you from your competition
  • Keywords without keyword stuffing1     

Your Blog Page is a 24/7 Salesman 

Aside from your home page, your legal blog is the most important content on the site. It drives SEO and is often the first touchpoint with site visitors. As Nicole Black of ABA Journal notes:2 

“Publishing a legal blog is one of the best ways to create a memorable and search-engine-friendly online presence. Simply put, blogs are a great way for lawyers to showcase legal expertise while increasing their firms’ search engine optimization—all while helping them to stay on top of changes in their areas of practice by writing about them on their firm’s blog.”

A well written blog can work for you, even when you’re not working. By building up a steady readership, you can cement your firm as an authority in your legal field. Knowing this, keep the following tips in mind: 

  • Publish content regularly 
  • Variate the type of content you produce
  • Quality matters more than SEO 
  • Write posts for your clients  

Focus on Readability 

Whether it’s a web page or your blog, readability is a vital element to writing copy that converts. Because it’s not just what you say, it’s how you convey that information. 

Here, whitespace is important. It lets the copy breathe and makes everything scannable. Breaking up content to avoid massive text walls allows readers to scroll through the content and find key details in a glance. 

Aside from utilizing whitespace, there are several other ways you can make your website content more readable, including:

  • Using bullet points for lists or key points
  • Taking advantage of headers to break up and outline content (for blogs)
  • Utilizing singular lines for emphasis 
  • Including images, videos, charts, and infographics

Ideally, a reader should be able to quickly scan any page on your website and come away with some key insights. 

Create High-Quality Content 

From both a readership and SEO perspective, high-quality content is key. But what does that look like? Search Engine Journal defines it as:3  

“High-quality, useful information that conveys a story presented in a contextually relevant manner with the goal of soliciting an emotion or engagement. Delivered live or asynchronously, content can be expressed using a variety of formats including text, images, video, audio, and/or presentations.”

Google’s algorithm has increasingly emphasized the value of high-quality content. It evaluates this based on the following elements:4 

  • Useful and informative
  • More valuable and up to date than other sites
  • Credible 
  • A good user experience 
  • Engaging  

Use SEO Best Practices 

Search engine optimization (SEO) practices don’t simply help you rank higher on Google; they’re there for a reason—to make content more useful and engaging for readers. 

At its essence, Google’s algorithm seeks to pair readers with the most relevant and helpful answer to their query. A site that embraces SEO, makes it easier for Google to accomplish its mission. And so, it rewards you with a higher ranking on search engine results pages (SERPs).  

Best practices that will improve your site’s SEO include: 

  • Use the right keywords – Every page on your site should target keywords that users are likely to search. Here, to be successful, you must target keywords that are aligned with search intent. By performing keyword research and mapping, you can remove the guesswork out of the equation. Automated tools can help identify the words and phrases that your ideal client would most likely use to search for your type of firm. 
  • Map search intent – Along these lines, every page on your website should be centered around user intent. As a result, the content will vary depending on what they’re looking for and where they are in the buyer’s journey. Typically, there are four primary types of intent searches:
    • Informational
    • Navigational
    • Commercial
    • Transactional 
  • Optimize content on the page – After content has been written, there is still technical optimization that you can perform. This goes beyond simply adding keywords. You need to also consider user experience, dwell times, bounce rates, search intent, page loading speeds, and click-through rates. On-page optimization you can perform includes:
    • Title tags
    • Meta descriptions
    • URLs
    • Alt-image text
    • H2s and H3s
    • Internal and outbound links 

Measure Traffic 

Writing web copy that converts is a constant process of optimization. You need to see what works and what doesn’t. This retrospective analysis empowers you to make tweaks that improve your site’s conversions.  

Traditionally, an SEO campaign could take several months if not a year, before you notice a significant change in traffic numbers. During this time, you should utilize tools like Google Analytics to see where your efforts are succeeding or falling short. 

Once you’ve identified weaknesses—whether with the website pages or blog posts—you can then revamp the content to make it more engaging for visitors. 

Convert It—Helping You Convert Site Visitors

Whether it’s for your home page, a landing page, or a blog post, the quality of your law firm website copy could be the factor that helps you win over a new client. 

But what do you do if you lack the internal resources or expertise to build a website that converts on your own?

At Convert It, we can help you build a website that converts four times the industry average. We provide keyword-specific sites for every area of your practice.

What would a partnership with Convert It look like? Discover more today!  



  1. Google Search Central. Irrelevant keywords. https://developers.google.com/search/docs/advanced/guidelines/irrelevant-keywords
  2. ABA Journal. The how and the why of law blogs. https://www.abajournal.com/web/article/law-blogs-the-how-and-the-why
  3. Search Engine Journal. Why Content Is Important for SEO. https://www.searchenginejournal.com/seo-101/content-important-seo/#close
  4. Google Search Central. Search Engine Optimization (SEO) Starter Guide. https://developers.google.com/search/docs/beginner/seo-starter-guide?hl=en&visit_id=637689799752643662-1286705745&rd=3


7 Reasons Your Law Firm Needs CRM

Today, growing a legal firm is a monumental undertaking. 

Thanks to increased marketplace competition and digitalism, it’s easier than ever for would-be clients to quickly shop around for the right attorney. Similarly, a current client’s loyalty can be easily tested, especially when there are so many “better,” “cheaper,” and “more available” options advertised. 

Law firms need not only to acquire clients but must also retain them. And for that, customer relationship management (CRM tool) lies at the heart of modern legal business strategy. If you fail to foster those connections in your legal practice, your litigation skills will do little to sway a potential client or from seeking greener pastures in the legal industry. 

So, how do legal firms juggle their various legal practice responsibilities on top of emphasizing customer relations?  

CRM is the solution for your law practice. 

What Is CRM? 

Customer relationship management is not just a technology; it’s also a strategy and a process. 

  • The legal crm software makes it possible to automate customer relationship processes and capture important data about the interactions between your firm and its clients. 
  • The strategy focuses on how to optimally manage relationships with current as well as convert potential clients. 
  • The process is the systems you instill to manage and continuously foster relationships.   

Every call you make, every email you send, every touchpoint you have with a current or potential client falls under the auspices of CRM. Each action you take has the potential to push them away or draw them further down the sales funnel.  

When it comes to data capture, successful customer relationships management must traverse an entire firm. From marketing to accounting to social media, every department and aspect of the business has the ability to gather client and market information. Armed with these insights, a law firm can better understand its client base, which empowers them to act.

And in a digital age where we rely on automated tools to work, communicate, and to self-evaluate, a CRM system is one of the most powerful in your arsenal. 

What Is a Law Office CRM System? 

A CRM system is the technology component of customer relationship management. These cloud-based platforms are designed to manage every client interaction and relationship. A CRM can track and capture a wealth of actionable data, including:

  • Existing clientele
  • Potential leads 
  • Sales opportunities 
  • Service issues 

Historically, generalized CRM systems lacked the design specificity to be of significant value to legal firms. They were costly, difficult to use, and often failed to meet an attorney’s unique needs. However, now, there are CRM systems that are designed explicitly for the legal industry to help lawyers efficiently maintain and nurture relationships. 

Common features of a legal CRM include: 

  • A client database – Running a successful practice requires steady growth. A robust CRM will have a client database and management tools that help you log clients and then see to their needs. 
  • Sales automation – CRM helps facilitate the entire sales process. You need ways to create leads and track calls, emails, clicks, and conversion metrics. This empowers you to build and then grow a successful sales pipeline and to follow up with prospects.
  • Marketing tools – The right CRM has tools that help you create and then measure the effectiveness of marketing campaigns, allowing you to pivot or adjust on the fly. 
  • Calendar and email sync – Sync your email and calendar so you can see your schedule and emails sent or received when viewing a client’s file. 

Reasons Why a Law Firm Needs CRM

From the initial touchpoint to years down the line, a CRM allows you to centralize your customer data and outreach efforts. The ability to track and quickly integrate any contact—be they a potential or existing client—is of vital importance, especially as your clientele continues to grow.  

Reasons why your law firm needs a law firm CRM system include: 

#1 Streamlined Workflows

Do you spend precious time on spreadsheets, data entry, or client data management? 

When done manually, such tasks are not only time-consuming, they’re also prone to human errors. But with a CRM, it becomes easy to accurately record onboarding and intake information from the outset. 

This ensures that no current client or potential opportunity passes you by. 

This not only helps optimize intake, but also allows you to spend more time focusing on legal matters that actually require your expertise. Put simply, your time is valuable. It should be spent on practicing law or interfacing with clients—not on data entry.

#2 Better Organization      

Instead of relying on spreadsheets and email contact lists, save time and improve your clients experience with easy access to contact information, automate responses, and communication tracking.

Because client intake is automated and centralized, your system can instantly gather, collate, and manage that crucial data. Auto-population ensures that all of the important info is recorded and on-hand the moment it’s required. A CRM also makes it easier to arrange, modify, or share critical documents. 

And these organizational benefits aren’t simply limited to existing clients. The system can also store lead information, which can then be leveraged via email and SMS campaigns. 

#3 Improved Client Communication

A CRM strengthens privacy and facilitates client communication. As noted by National Law Review:1 

“With your law firm CRM software system, your firm has access to a secure client portal. This online platform allows clients to message their attorneys in confidence regarding legal matters or anything else. Secure documents can be shared safely through the portal—with clients, colleagues, or other collaborating parties. The level of security within this portal is incredibly high—the same level offered by online banking platforms, ensuring all legal documents remain safe and confidential.”

This improved organization and communication will inevitably be noticed by your clients. When you have the data and insights you need on hand, you’re better prepared to support their needs and address their concerns. 

By demonstrating to your clients that they matter and are a priority, you drive client satisfaction, which can lead to positive reviews, client loyalty, and future business.   

#4 More Referrals 

What is the number one way you land new clients? 

Chances are, it’s referrals. 

A 2017 Legal Trends Report discovered that the vast majority of clients—62%—look for a lawyer by asking a friend, family member, or another lawyer for a referral.2 And even if they aren’t asking close contacts, they’re probably seeing what others have to say about your legal firm on the internet. 

As mentioned, when you strengthen relationships with existing clients, you incentivize them to sing your praises. If they have a great experience, they’ll be sure to share that information with close contacts. And if they have a bad experience, you’d best believe they won’t be shy about conveying that sentiment as well. 

Therefore, the fact that your CRM facilitates client relationship building increases the likelihood that existing clients will refer you to others in a positive light.  

#5 Actionable insights 

All of the data in the world is of little consequence unless you can understand and then act upon that information. With a CRM, your system can automatically collect, collate, and then analyze client data to produce actionable insights. 

This can help you paint a more clear picture of:

  • Who your existing clients are, including their:
    • Needs
    • Values
    • Demographics
    • Interests
  • What your ideal client persona looks like
  • The optimal way to reach them 

From there, your system can create automated processes like reminders and follow-ups. This empowers you to target would-be clients as effectively as possible without needing to expend a significant amount of time or energy. 

#6 Enhanced Collaboration 

Law firms rely on teamwork to manage cases. There may be dozens of attorneys, paralegals, and law clerks working on a given case at the same time. To best represent their clients, every member of your team needs access to all of the relevant documentation and case resources.  

A CRM streamlines internal communication, making it easier to collaborate, share information, or see how clients are spoken to. The addition of a communication log helps you maintain a consistent messaging posture. Similarly, CMS tools allow teams to make notes, send messages, or add alerts. 

Even if someone isn’t working a case, they can pop in to see where the process is at or to reference documents. This increases transparency and accountability across the entire firm, which helps foster a healthier work environment.  

#7 Boosts Your Reputation and Brand Image 

When you account for clients’ needs, listen to them, and then respond with alacrity, the result is a more satisfied clientele. By making this a habit, you can slowly shift public perception in a positive direction. As time passes, people will start to associate these positive qualities with your brand, making it easier to convert and then retain clients.   

Convert It—Legal Marketing Experts 

Law firm CRM systems are just one of the many tools legal firms can leverage to build relationships with their clients. But they’re not the only ones. While a CRM has some marketing and sales automation features, those are just a small component of the entire system. 

Do you want to enhance your client outreach and acquisition? 

That’s where we come in. At Convert It, our digital marketing platform has everything you need to generate new clients, including call & lead tracking, PPC campaigns, behavioral targeting, captivating ads, and website optimization for law firms.

By combining the powers of CRM with our digital marketing expertise, you position your legal firm for ultimate success. Discover more today!   



  1. National Law Review. Law Firm CRM Software. https://www.natlawreview.com/article/law-firm-crm-software-why-your-firm-needs-one
  2. Above the Law. Referrals Remain Leading Way Lawyers Get Clients, Per Legal Trends Report. https://abovethelaw.com/2017/10/referrals-remain-leading-way-lawyers-get-clients-per-legal-trends-report/
  3. Attorney At Work. Why Every Lawyer Needs a CRM System. https://www.attorneyatwork.com/why-every-lawyer-needs-a-crm-system/




How to Create a Robust Legal Intake Process

Investing in marketing can bring an abundance of leads to your law firm. But are you prepared to handle them? 

If your legal intake process isn’t properly optimized, you may lose many leads along the way. In turn, an inadequate intake process can drag down your entire marketing campaign’s ROI. 

In this article, we’ll review a few ways you can create a robust legal intake process that allows you to expand your caseload without sacrificing lead retention or client satisfaction.

What is the Legal Intake Process?

Simply put, the legal intake process starts when a lead reaches out for the first time and ends when they officially become a new client of your law firm. 

The stages involved in this process are as follows:

  • Attract potential leads
  • Capture their contact information
  • Pre-screen them to find out if they’re a good fit
  • Check for conflicts of interest
  • Schedule initial consultations with them
  • Collect key information about their cases
  • Draw up engagement agreements
  • Get them to sign these agreements
  • Onboard them as official clients

A robust lawyer marketing campaign can help you with step one. After that, it all comes down to the quality and efficiency of your legal intake process. 

The Pitfalls of a Poor Legal Intake Process

If you haven’t optimized your legal intake process yet, you’re doing your business a major disservice. A poor intake process can cause the following problems:

  • You leave money on the table – Your legal intake process encompasses the first interactions you have with new clients. You want to use this time to make a great impression. If your intake process is slow, inconvenient, or disorganized, it may plant doubt in prospective clients’ minds about your competence. In turn, they may switch over to a competitor. Even worse, they may also leave a negative review online. 
  • An inefficient firm – Your legal intake process also impacts the efficiency of your internal law firm operations. If your intake infrastructure is outdated, it’s most likely impeding your teams’ productivity.

Furthermore, a poor intake process may allow data entry errors and miscommunication to go unnoticed. While some mistakes may be harmless, others could land you in a malpractice suit. For example, a disorganized intake process could cause your firm to share private documents with the wrong contact or fail to assess an existing conflict. 

How to Optimize Your Legal Intake Process

So how can you avoid these pitfalls? With the following optimization, your legal intake process can be transformed into a well-oiled machine. 

Just follow these steps:

#1 Respond To New Leads ASAP with Automation

After a lead has reached out to you, whether they filled out a contact form or left you a voice message, you need to get back to them as quickly as possible. This is the most time-sensitive step in the legal intake process. This response should have an automated aspect to it with an instant email or text followed up by a phone call as soon as possible.

That’s because nearly 90% of law firm leads go with the first law firm that gets back to them.1 By responding swiftly, you can secure more marketing leads and turn them into revenue-producing clients. 

According to research on legal lead inquiry response times, 70% of the top law firms respond within an hour.2 Fifty-nine percent respond within 30 minutes. If you want to earn your spot as a top law firm, you need to reply like one. 

A fast response time that has an automated aspect to it can help you swoop up clients before your competitors do.

#2 Pre-Screen Potential Clients With Care

Your marketing efforts may bring a lot of new leads your way, but not all of them will be suitable for your firm. Some leads’ cases may be out of your area of expertise or a mismatch for the size of your firm. Other leads may present conflicts of interest. 

You don’t want to spend a longer time or resources on a lead if a conflict of interest will take them out of the running. An optimized legal intake system will weed out unfit leads early on in the process. 

Your pre-screening process should take place before you schedule a consultation meeting. You can qualify a lead by sending them a pre-consultation form or giving them a call. After learning a bit more about their case, you can determine whether they’re a great fit or better-suited for another firm. 

#3 Be Empathetic and Attentive

Most lawyers pride themselves on their professionalism and knowledge. However, it’s also essential to lead with empathy too. 

After all, most people seeking legal services are going through some of the most challenging times in their lives, whether they’re facing bankruptcy, divorce, a terrible injury, or a dying loved one. Being empathetic to these circumstances can help you forge a personal connection with potential clients.

Empathizing with your clients will also help you provide them with superior legal service. If a new client has never worked with a lawyer before, they may have additional questions about the legal process. Understanding where they’re coming from and assisting them accordingly will enhance your client satisfaction. As a bonus, happy clients are more likely to refer you to friends and family in the future.

#4 Update Your Intake Technology

Back in the day, most law firms relied on telephones, fax machines, and file cabinets to track new leads. As with all paper systems, these tools are prone to errors and inefficiencies. 

In 2021, there’s no excuse for maintaining such outdated legal intake software. Instead, you should invest in the following technologies:

  • Online intake forms – Rather than requesting information via pen and paper, give new leads the ability to fill out secure online intake forms. Clients love the convenience of online forms, since they can be filled out from the comfort of their own homes. Better yet, online intake forms eliminate the need for manual data entry, which is a notoriously error-prone process.
  • E-signatures – Getting clients to sign contracts quickly is a lot easier when you use e-signatures. Signing documents digitally is also more convenient for your clients, since many of them may not have reliable access to a printer, fax machine, or scanner.
  • Self-scheduling software – Both you and your clients have busy schedules. In turn, getting a consultation meeting on the books can involve a lot of back and forth. Online self-scheduling streamlines this process significantly. It allows clients to schedule appointment slots that work for them at their own convenience.
  • Automated reminders – Automated text and email reminders for consultation meetings can help prospective clients make their appointments. With automation in law firms, you will enjoy increased efficiency that comes with fewer late and missed appointments.

While updating your intake technology requires an initial investment (and may present a temporary learning curve for some legal team members), it will pay dividends. Greater office efficiency means more revenue for your firm. 

#5 Use a CRM to Track New Leads

Another helpful tool is contact relationship management (CRM) software. A CRM allows you a centralized place to manage and record all of your interactions with leads. 

For example, legal CRMs allow you to:

  • Receive and store online intake form data
  • Automatically fill in leads’ contact information
  • Qualify leads based on their form responses
  • Cross-check for conflicts of interest
  • Set up workflow automation for follow-up messages
  • Update leads’ statuses (“newly added,” “needs follow-up,” “consultation scheduled,” etc.)

When you can easily identify where a lead is within your intake process, you can reach out to them at the right times. Having all of their client data in one place will also keep your team much more organized. 

#6 Don’t Forget to Follow Up

Even if you had a successful consultation with a prospective client, it’s important to follow up with them if they don’t get back to you in a timely manner. Many law firms let potential clients slip through the cracks by neglecting this step.

Fortunately, a robust CRM makes following up an easy process with automated follow-up reminders. 

#7 Create Pre-Prepared Text and Email Messages

With a growing caseload, you don’t have the time to write every text or email message from scratch.

By preparing a few formatted messages, you can stay on top of your client communication and automate the following:

  • Lead inquiry responses
  • Consultation reminders
  • Follow-up letters
  • Retainer responses

Whether you have 10 leads or 10,000 leads, you’ll have no problem getting back to them on time when you use automated messages. 

#8 Get All Intake Specialists on the Same Page

After ironing out your legal intake process, getting all of your legal team members on the same page is important. 

Everyone involved in the intake process should follow the same protocols, whether they’re requesting essential case information or following up with a lead who hasn’t signed their contract yet.

By training your legal intake specialist on your law firm’s official intake best practices, all of your clients will enjoy the same quality of service.

Convert It: Legal Marketing and Intake Made Easy

Growing a law practice is a complex undertaking. Fortunately, an updated intake process can simplify it significantly.

Need help with your legal intake process? Here at Convert It, we’re experts at marketing and legal intake solutions. We offer several game-changing website and conversion tools, such as legal CRM, call answering, and more. The best part: it’s all put together for you in one cohesive, easy to use platform.

Find out how we can help you transform more leads into clients today.



  1. Legal Talk Network. FindLaw 2015 U.S. Consumer Legal Needs Survey.  https://legaltalknetwork.com/podcasts/legal-toolkit/2016/07/findlaw-2015-u-s-consumer-legal-needs-survey/
  2. Yahoo! Money. Hennessey Digital Releases Online Lead Form & Lawyer Response Time Study, Shares New Insights on Legal Marketing Landscape. https://money.yahoo.com/hennessey-digital-releases-online-lead-140000472.html

How to Automate Your Law Firm’s Followups

For law firms, success depends on retaining current clients while fostering a steady pipeline of new leads. But with so much competition in the legal marketplace, you need to stand out to convert new clients. 

When it comes to acquiring new clients, a lot of legal firms fail to follow up with prospects that don’t immediately call back or sign up with your firm. Usually, what this means is that they hired your competitor instead. Since lead nurturing is a non-billable task, following up on warm leads often gets put on the back burner, especially for a small or solo legal practice with limited time and resources. 

This is where automation can bridge the gap and take a load off your shoulders. 

Automating Followups 

So, how to automate your law firm’s followups? Lead nurturing involves a continuous engagement with prospects after the first touchpoint. Think text messages and emails automatically sent to your leads every few days.

Few prospects sign up for services after the first call or meeting. Most people near the top of the funnel in their client journey require continued engagement and convincing. That might mean several calls, emails, or texts before a conversion occurs. 

Naturally, you may feel uneasy about “pestering” someone if you don’t receive clear indicators that the lead is interested. But, for many, it takes a persistent pursuit to win them over and convince them that you’re interested and a good fit. We’ve found that it usually takes 7 touchpoints before a typical prospect retains an attorney.

That said, the follow-up emails and texts don’t have to be “salesy”.

In fact, they shouldn’t be. 

Instead, they should be educational and are related to the client’s specific needs. For instance, if you have a lead that is looking for a personal injury lawyer, you may set up an automated email campaign that looks like:

  • Day 1 – An email introduction to the firm, with an emphasis on experience with personal injury
  • Day 3 – Email with tips on personal injury laws in the state
  • Day 6 – Email about success stories on personal injury cases 
  • Day 10 – Email about how a lawyer can help with their specific case
  • Periodic – Bimonthly email with a newsletter or update 

By automating this process, you can set and forget. You load up the emails, and then your automated system goes to work. The lead receives a string of personal touches, and you can focus your attention elsewhere.

Automated Welcome Emails

Similarly, you can set up a single email or a chain of corresponding emails that get triggered when a person signs up for your newsletter or provides their contact info in a form. This allows you to acknowledge and welcome them and then introduce your firm and services. By including your contact info—phone number, email address, social media handles, etc.—you can tacitly encourage a prospect to follow up with you, which could lead to further actions. 

Automating Followups with Site Visitors 

This principle doesn’t just apply to clients you’ve established contact with. It can also be utilized for people who visit your site—whether through a landing page or a Google search. 

Chances are, your SEO or landing page campaigns won’t convert every single potential client who comes to your site. But there are other automated ways to keep those leads warm. 

For instance, targeted banner ads are effective conversion tools. 

Thanks to behavioral targeting techniques, you can re-target site visitors or people who search for your practice area with ads. With this strategy, you can actually begin targeting your potential client before they have even embarked on a Google search for a lawyer. 

Let’s say you’re a DUI lawyer. If a person is looking up articles about DUI laws in California, you can place automated ads on the website they’re reading. Or, you can perform in-app targeting on mobile devices. There are a variety of automated ad types you can utilize, including: 

  • Image-based ads
  • Lightbox ads
  • Interactive ads
  • Responsive ads
  • Video ads 

PPC Automation in Law Firms

One of the most powerful automated tools at a legal firm’s disposal is pay-per-click (PPC) campaigns. Also known as the paid ad, PPC campaigns make it so that your website appears at the top and bottom of search results pages.

How PPC works is simple. Every time a prospect clicks on your page, you pay a fee. In exchange, your site is boosted to the top of search results, which is the most valuable place to be. 

According to Search Engine Journal, the first five results on Google receive the lion’s share of click-throughs:1 

  • Ranking 1 – 28.5% 
  • Ranking 2 – 15.7%
  • Ranking 3 – 11%
  • Ranking 4 – 8%
  • Ranking 5 – 7.2%

There are several ways you can utilize automation to improve a PPC campaign, including: 

  • Adjusting bids in real-time – Keyword pricing works on a supply and demand basis. The higher demand there is for a particular keyword, the higher the price goes. With the right system, you can set workflows that automatically change the bid. This smart bidding uses machine learning and contextual signals to optimize conversions and conversion value for each auction.  
  • Keyword scrubbing – Instead of relying on your gut, you can make more informed decisions about what to bid on and how much you’re willing to pay. Scrubbed keyword lists let you put your finger on the pulse, seeing what users are searching for and clicking on and what keywords or phrases bidders value the most. 
  • Audience targeting – You can narrow down the list of who your ad targets by setting boundaries. Whether it’s by demographics, device type, time of the day, or age group, this allows you to reach the prospect that’s most likely to convert. Over time, you can leverage your data and further optimize your targeting.  
  • Geographic targeting – Similarly, you can set auto targets on people searching within a specific geolocation. For lawyers, this is a powerful tool since most of clients prefer to be within your immediate vicinity.   
  • Custom alerts – You can also set automated alerts should conditions change, whether it’s with pricing or keyword popularity. This allows you to respond to a shifting situation immediately rather than be caught flat-footed. 

Other Workflow Automation for Lawyers 

There are dozens of other ways that a law firm can automate processes that take up time and energy. They include: 

  • Client intake – Your first direct touchpoint typically involves gathering important client information, such as: 
  • Client name and contact information
  • Details of their case 
  • Billing information

A legal intake can be a time-consuming process—one that’s prone to manual data entry errors. You can automate the process by letting clients provide critical information online and populate that data in your case management system. Similarly, you can create custom forms that add or remove relevant entry fields depending on the client’s case.   

  • Anonymous users – If a visitor spends a set amount of time on the site, you can specify triggers like lead magnets, such as signing up for a newsletter or an ebook in exchange for their contact info. This not only helps them stay more engaged with the page, but it also gives you a chance to gather more details about who they are as a prospect. 
  • Automated emails – Another way to follow up with existing clients is to set up automated emails for a variety of tasks, including:
  • Requesting updates 
  • Answering frequently asked questions for new clients
  • Asking clients to provide a positive review 
  • Sending client surveys 
  • Providing case studies and evaluations
  • Updating clients on firm success stories   

By doing this, you can prevent sending multiple emails on the same subject or answering a similar question from a new client. This saves your team time while ensuring that clients remain engaged.

There are several benefits of automating workflows. To name a few, automation removes human error, creates a better client experience, improves communication, reduces overhead costs, and allows you to stay competitive on a smaller budget. Best of all, it will enable the legal team to focus their time on revenue-producing activities that help grow your business. As Forbes notes:2

“​​For many lawyers, particularly associates, this means they are likely taking on more administrative tasks, such as document filing and time entry. Automation could help law firms to continue to function, without inundating their lawyers with mindless administrative or mundane tasks.”

In addition to creating business efficiencies within your firm, marketing automation also improves attorney satisfaction. A critical attribute for a healthy firm. 

Convert It—Automating Your Legal Practice 

Technology has now become an essential component of the way businesses function. For lawyers, automating anything from followups to PPC campaigns helps you better reach and serve your clients. 

Need help with that? 

At Convert It, our powerful platform has everything your firm needs to generate new clients. This includes call and lead tracking, behavioral targeting, captivating ads, conversion websites, and call and lead tracking. We leverage documentation and marketing automation to help you get results. 

But don’t take our word for it, here are some of the things our clients say about us…

“Convert IT Marketing has been very consistent over time, I really appreciate their level of service and the quality of the phone calls and leads that I have received as a result of their marketing platform.”

– Robert E. Attorney at Law


“The calls and leads that I have received have been right on target and I have been able to retain a number of clients from them in just the first 2 months since coming aboard with you guys.”

-Tony M. Attorney at Law


“My experience with Convert IT Marketing has been well worth the investment. The results have been very consistent over time and the customer service is excellent.”

-Terry T. Attorney at Law


  1. Search Engine Journal. Over 25% of People Click the First Google Search Result.  https://www.searchenginejournal.com/google-first-page-clicks/374516/#close
  2. Forbes. How Automation Can Help Professional Services Employees Work Less And Achieve More. https://www.forbes.com/sites/forbestechcouncil/2020/07/21/how-automation-can-help-professional-services-employees-work-less-and-achieve-more/?sh=7666073974bd


8 Law Firm Marketing Statistics That Might Surprise You

The landscape for legal marketing is constantly evolving. And the past year has only added to the rapid shift toward digital marketing efforts across all legal practice areas. Because of this continuous shift in the marketplace, it’s essential to stay up to date with the most recent trends and strategies. 

To that end, here are eight law firm marketing statistics that are indicative of where the industry stands and where it’s going. 

#1 Event Sponsorship Was the Leading Marketing Channel Pre-COVID  

According to the American Bar Association, prior to COVID-19, event sponsorship was a major element to legal marketing strategies and the number one channel across all firm sizes. In fact, 48% of all respondents utilized in-person events to drive client acquisition.1 

This was followed by:

  • LinkedIn (42%) 
  • Email (41%)
  • Facebook (33%)
  • Print (21%)

The pandemic put an end to large gatherings, effectively crippling an entire marketing channel. In response, many marketers pivoted toward digital marketing strategies. As a result, LinkedIn, Email, Facebook, Twitter, and legal listing sites all surpassed event sponsorship and print. 

As of now, there’s no way to tell whether event sponsorship will reclaim its top spot as the most popular marketing channel, but it seems unlikely. Going forward, most analysts expect the focus to remain on digital strategies, which have a better ROI and the ability to reach far more people. 

#2 More Than One-Third of People (37%) Begin Their Hunt for a Lawyer Online 

As of 2017, more than one-third of people looking for a lawyer started their search by Googling it. And even the vast majority of people who first sought referrals from friends and family later followed suit. Once they had a name in mind, they then visited their website to find out more.

What does this tell us? It demonstrates the importance of two things:

  1. Ranking highly on SERPs plays a massive role in conversions 
  2. Having a professional-looking website that speaks to your target client matters 

By conducting a legal marketing strategy that includes both PPC campaigns and focusing on site-wide search engine optimization (SEO), you can rank higher and ensure that the prospective clients in your area looking for your services see you first. 

#3 Practically Everyone Looks for Legal Advice Online 

Here’s a follow-up law firm stat: 96% of all people start looking for legal advice online.3 This statistic should get you excited. It represents an opportunity to become an authority in your space. 

How do you do this? There are a few digital marketing strategies you can employ, including: 

  • Regularly write blog content that addresses common legal questions, topics, and relevant matters to your legal specialty and your client’s needs. 
  • Include a fully-fleshed FAQ on your firm’s website and regularly update it.
  • Write white papers and eBooks. 
  • Share relevant content (both internal and external) on social media. 
  • Create and post legal videos and explainers. 

By doing this consistently, you can establish yourself as an expert. Over time, people will start to automatically turn to you for legal advice or seek your services.

#4 Mobile Matters 

More than half of all internet searches are conducted on a mobile device or tablet. And this number has consistently hovered around the 50% mark for more than five years.4 

But why does that number matter for legal marketing? 

Put simply, if your website is not mobile-responsive—i.e., built to be easily read and navigated on a mobile device or tablet—you will disincentivize one out of every two people seeking your services. On top of that, you won’t do yourself any favors from an SEO perspective, considering that Google’s algorithm prioritizes mobile-friendly websites. 

Surprisingly, according to the ABA survey, 6% of legal firms said that their site was not mobile-friendly, with another 26% saying they weren’t sure.1 

Today, having an outdated website can be detrimental to getting new business. Especially when the vast majority of your marketing efforts will run through your website. 

Even if you’re a solo practitioner on a limited budget, there are cheap and easy web builders that you can use to revamp your site and create a better experience for mobile users.

#5 35% of All Attorneys Have Gained a Client Through Social Media 

And this number is growing every year. That’s because social media is one of the most influential and cost-effective marketing channels at your disposal. In reality, this number seems lower than it should be, which is most likely due to legal firms failing to take full advantage of all that social media offers as a marketing tool. 

Remember, not all channels provide the same value. While Instagram is a wildly successful marketing channel for retailers, it’s not nearly as useful for legal firms. 

So, what channels should you pursue? We recommend focusing on the following: 

  • LinkedIn
  • Facebook
  • Twitter 
  • YouTube 

These channels give you a way to inform and engage with your target audience while positioning yourself as an expert. Whether it’s LinkedIn or Facebook, social media allows you to interact with an audience while posting high-quality content, including: 

  • Blog posts
  • Articles
  • White papers
  • Videos
  • Success stories 

#6 Only 24% of Firms Use Video as a Part of Their Marketing1 

Like social media, far too many legal firms are underutilizing the power of video for digital marketing. 

But this represents an opportunity to distinguish your legal firm from others. By regularly producing high-quality video content, you can establish your voice in a high-value, low-competition channel. According to a CISCO report, by the end of 2021, more than 80% of internet traffic will be video-driven.5

YouTube and Facebook are the ideal social media platform you can use to regularly post video marketing content to your followers. And what types of videos should you be posting? 

While it depends on your specialty and clientele, generally speaking, consider creating the following types of video content:

  • Educational videos that answer specific questions asked by clients 
  • Branded videos for your homepage 
  • Media interviews you participate in
  • Client testimonials 
  • Vlogs 

#7 The Vast Majority of Legal Websites Are Barebones

Although most firms have a basic website set up, only a small minority fully realize its potential. According to the ABA survey, fewer than 20% of those surveyed had any of the following listed on their website:1 

  • Community/charity announcements
  • Paralegal profiles
  • Court/administrative links
  • In-house consumer guides
  • Support staff profiles
  • Outside legal articles
  • Outside guides/forms

Similarly, a notable percentage also lacked basic page elements like a listed email address and phone number or even CTAs. 

The various page elements represent an opportunity to differentiate and sell your legal services. Including them will boost your SEO prospects and provide site visitors with even more information about the firm’s history, composition, and mission. Chances are, if a potential client is deciding between two similar legal firms, they’ll opt for the one that provides more information, not less.  

#8 Less Than Half (46%) of All Law Firms Have a Marketing Budget 

This is one of the more surprising stats we’ll discuss today. Once more, it represents yet another chance to create a competitive advantage, especially when it comes to your local marketing efforts. 

This law firm stat tells us that most practices don’t have a robust client acquisition plan in place. Many likely believe that they can still get by with word-of-mouth client acquisition via referral. 

Unfortunately, they’re mistaken.  

In a digital age, solely coasting off your laurels and reputation is a tactic few will find success with. A slapdash marketing campaign and a lack of a budget will eventually hamstring your ability to reach new clients. According to Law.com:7 

“The average law firm spends 6.7% of gross revenue on marketing. That means for every $1 million a firm brings in, an average of $67,000 is redirected toward marketing efforts. That might seem like a lot—until you calculate the amount you make as a result of that marketing.”

Convert It—Your Legal Marketing Experts  

The statistics above illustrate one crucial point: A notable portion of legal firms are lacking in their digital marketing strategies. They’re missing the actionable plan, and as a result, they’re lagging behind. 

This presents an opportunity.

If you have a plan and budget in place, then you have a chance to drive your business forward and pull further away from the competition. Wondering where to begin? At Convert It, we provide digital marketing for lawyers. Our proven PPC platform can help you get found, receive quality calls, and convert clients.

Want to see how? Reach out today. 


  1. ABA. Tech Report: 2020 Website and Marketing. https://www.americanbar.org/groups/law_practice/publications/techreport/2020/webmarketing/
  2. Above the Law. Referrals Remain Leading Way Lawyers Get Clients, Per Legal Trends Report. https://abovethelaw.com/2017/10/referrals-remain-leading-way-lawyers-get-clients-per-legal-trends-report/
  3. Smart Insights. Search Engine Marketing Statistics 2020. https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/
  4. Statista. Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 1st quarter 2021. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/
  5. Cisco. Global 2021 Forecast. https://www.cisco.com/c/dam/m/en_us/solutions/service-provider/vni-forecast-highlights/pdf/Global_2021_Forecast_Highlights.pdf
  6. Finances Online. 46 Legal Marketing Statistics You Must Read. https://financesonline.com/legal-marketing-statistics/
  7.  Law.com. Legal Marketing Budgets. https://www.law.com/njlawjournal/2020/12/02/legal-marketing-budgets-everything-you-need-to-know/#:~:text=For%20most%20firms%2C%20the%20range,to%20setting%20a%20firm’s%20budget.


Lawyer Marketing: 5 Things You Can Do to Start Seeing Traffic & Results

Even before COVID-19, there was a migration-of-sorts in the legal world—a strategic transition away from traditional advertising methods and into digital marketing channels. Then, a year-long pandemic hit, shifting consumer behavior and fundamentally altering the way legal firms were able to market themselves. 

Naturally, this accelerated the ongoing march into the digital space. As an increased percentage of lawyers shifted their focus to online marketing, it became harder to stand out, drive traffic, and convert. 

Now, legal firms’ digital presence and marketing strategy are more important than ever.

Knowing this, what is a law firm marketing strategy you can employ to start driving traffic and seeing results? Here are five tips.  

#1 Focus on Paid Ad 

Google and other search engines should be law firms’ primary focus. Landing at the top of search engine results pages (SERPs) gives you the best chance to be seen by the people who are searching for your exact legal services. 

Pay-per-click (PPC) advertising, also known as paid ad, is a viable lawyer internet marketing strategy that enables you to instantly boost your law firm’s website to the top of search results based on certain keywords you bid on. 

For every click you receive, you pay. 

As National Law Review notes, it can be well worth the cost:1

“For highly competitive markets, running Google Ads is a necessity, as they are often displayed above the organic search results. If you see that your competitors are running paid ads and they are burying your site in the main search results, it’s a good idea to consider running your own paid ads.”

So, although a PPC campaign can be more costly, it generates immediate results, allowing you to:

  • Rapidly improve your visibility
  • Target potential customers by region or custom parameters 
  • Generate more leads and conversions
  • Gain insightful data
  • Constantly optimize

How does PPC work exactly? 

First, you bid on target keywords. The amount you bid is contingent upon your geolocation and the market interest for those keywords. Here, the law of supply and demand kicks in. Greater competition means more expensive clicks, which is why it’s better to choose long-tail keywords that are more specific. For example, the phrase, “real estate lawyer” will likely be more expensive than “real estate legal firm in Waco, Texas.”  

Tips for Paid Ad 

One of the most important aspects of paid advertising is that a campaign needs to be constantly optimized. To ensure success, you must use analytics to see what is or isn’t working, then adjust accordingly. There are several ways to tweak a PPC strategy, including: 

  • Modifying your ad content
  • Altering keyword targets to cheaper options
  • Selecting different keyword targets to higher converting options
  • Shifting the targeted number of clicks to increase profits or cut losses
  • Improving your website landing page to increase client conversions

But this is easier said than done, especially if you lack the marketing or analytical background. This is why it’s ideal to hire outside experts to manage your legal PPC campaign. With their help, you can target potential clients searching for your services, eliminate unprofitable clicks, and maximize your ROI. 

#2 Generate Search Engine Optimized (SEO) Content

While PPC can generate immediate results, search engine optimization (SEO) takes time and effort to have a noticeable impact on organic search. However, that doesn’t change the fact that it must also be a major part of your long-term marketing strategy. 

At its essence, SEO is all about optimizing your legal firm’s website so that it will rank higher on SERPs relating to your field. And for legal firms that depend on localized customers, SEO allows you to target potential clients in your area that are looking for your services. According to Search Engine Journal:2 

“Through local SEO, law firms can target users within a geographical location, reducing the amount of competition compared to targeting at a national level. They have a better chance of ranking for terms like “top personal injury lawyer in Los Angeles” (keyword difficulty: 63%) than “top personal injury lawyers” (keyword difficulty: 71%).”

SEO starts with keyword research—identifying the key terms your target audience uses to look for legal firms such as yourself—and implementation. But that’s just the beginning. There are dozens of ways you can optimize your law firm website and align it with Google’s Algorithm, including: 

  • Regularly posting content to your website  
  • Optimizing web and blog pages with keywords, meta descriptions, title tags, alt-image texts, internal links, and external links
  • Having a mobile-responsive website with fast loading pages 
  • Refreshing low-performing pages with new content
  • Claiming and updating your Google My Business (GMB) page

#3 Utilize All Content Marketing Channels

The content you publish can have a significant impact on your legal firm’s website SEO, but its efficacy in terms of marketing strategies goes far beyond simply optimizing for search. And since they’re interrelated, content marketing, like SEO, takes time before you can see a shift in your traffic and conversion analytics. 

But that shouldn’t stop you from pursuing it. 

At its essence, content marketing is all about creating and then distributing informative content online to accomplish three cascading goals:

  1. Educating and engaging the target audiences
  2. Attracting them to your website
  3. Converting website visitors into clients 

For lawyers, a robust content marketing strategy should focus on the following channels:  

  • Blogs – Blogs not only help you rank highly on SERPs, but they also allow you to build an audience, establish your authority, and demonstrate your expertise in the legal field. The focus here should be on quality, not quantity. They should be:
    • Easily digestible
    • Informative
    • Up-to-date and accurate
    • Actionable
    • Edited and proofread 
  • Email – Email marketing is just as important as ever, generating the best ROI of any content marketing stream. A DMA 2019 study found that for every $1 you spend on email marketing you can expect an average return of $42.3 Email marketing offers several benefits, including: 
    • Business development
    • Client experience 
    • Increasing client touchpoints 
  • White papers and eBooks – Long-form content demonstrates your authority and can be leveraged to gain leads or encourage potential clients to take action. In exchange for signing up or filling out a form, they receive informative content. 

#4 Stay Relevant With Social Media 

Although social media could technically fall under the auspices of content marketing, it deserves its own category because of its outsized importance. 

The vast majority of lawyers understand social media’s latent ability to drive traffic and conversions. According to the American Bar Association, 35% of lawyers who use social media for professional purposes have gained clients and lead generation, with even better results for smaller firms (42%).4 So, even though they’re getting results, the problem is that few legal firms utilize social media marketing to its fullest potential.

It’s also important to note that not all social media channels are as viable as others. What you focus on may largely depend on your legal specialty and ideal client. That said, there are four primary mediums you should devote most of your attention to: 

  1. LinkedIn
  2. Facebook
  3. Twitter
  4. YouTube 

And how do you get the most value out of these channels? 

First, remember that social media is a business tool. Engaging in pop culture fads and viral content may generate likes and friend requests, but they’re less likely to win you bonafide clients. Instead, you need to take a focused approach by posting content that your potential clients would find of interest. To do that, you must understand your target client. That way you can address their pain points and create content that resonates. 

From there, follow these tips:

  • Position yourself as an expert
  • Interact with your audience 
  • Set a posting schedule 
  • Post informative and engaging content, including:
    • Internal blogs
    • Videos
    • Infographics 
    • Articles
    • Success stories
  • Measure your results and adjust your strategy accordingly   

#5 Join Legal Directories 

Legal directories are websites that catalog law firms and legal practices online. They make it easy for potential clients to search, discover, and learn some basics about your firm. According to Search Engine Journal:5

“Being listed in directories is important because they’re a reputable source of information for potential clients. However, directories also provide some SEO benefits that will be an added boost to the rest of your digital marketing efforts.”

These types of listings help with link building, ensuring that you get backlinks from websites with authority in the legal space, which helps you rank higher on SERPs.

What are the top legal directories? We recommend you register for some, if not all of the following: 

  • Avvo
  • Nolo
  • FindLaw
  • Lawyers.com
  • Lawyer.com
  • LegalZoom
  • Justia

Convert IT—Lawyer Marketing Experts at the Ready

The world of legal marketing has shifted into the digital realm. It’s not just a fad you should be dipping your toes in. Rather, it’s the local swimming hole where all your potential clients meet. So, dive in headfirst.

If you’re just beginning to market your legal services, start with a broad strategic approach—one that utilizes several channels, including PPC, SEO, content marketing, social media marketing, and legal directories. 

Do you need help building a lawyer marketing plan template? Do you require help running a PPC campaign that drives traffic and converts? Are you looking for a website revamp and increase conversions?

Then you’ve come to the right place. 

Here at Convert IT, we’re PPC experts that specialize in digital marketing for lawyers. Compared to the industry average, our paid ad campaigns are 340% higher than the top 10% of advertisers’ conversion rate, and 1062% higher than the average advertisers’ conversion rate.

If you’re interested in seeing how you can start driving high-quality leads, then reach out today. 



  1. National Law Review. Law Firm Digital Marketing Strategies. https://www.natlawreview.com/article/law-firm-digital-marketing-strategies
  2. Search Engine Journal. Why SEO Matters for Law Firms. https://www.searchenginejournal.com/law-firm-seo/why-seo-matters-for-law-firms/
  3. DMA. Marketer Email Tracker 2019. https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf
  4. ABA. 2018 Marketing. https://www.americanbar.org/groups/law_practice/publications/techreport/ABATECHREPORT2018/Marketing/
  5. Search Engine Journal. 9 Law Firm Marketing Tactics for Business Building in 2021. https://www.searchenginejournal.com/law-firm-marketing-tactics-business-building/391563/#close

4 Digital Marketing Tips That Lawyers Can Use Today

For lawyers, the client acquisition funnel is a balancing act. Legal firms that seek to foster continued growth must focus on retaining existing clients while also generating a steady stream of new, high-quality leads. 

In a digital age, the best way lawyers can do this is through a calculated, digital marketing strategy. 

This digital marketing for lawyers guide will map out the steps you can take to supercharge your online client acquisition efforts.  

A Look at the Numbers—Law Firm Marketing Statistics 

To say that the realm of client acquisition has moved digital is an understatement. Currently, if you don’t follow any digital marketing strategy or follow a lawyer marketing plan template, your firm will inevitably lag behind.

Why is that? 

Because Google has changed the way consumers behave. It’s shifted the process a normal person follows to search for and then acquire a lawyer. 

In the pre-internet days, word-of-mouth was paramount. When searching for a lawyer, an individual sought advice from friends, family, or colleagues. While referrals are still a major factor in decision making, with each passing year, a greater share of potential clients begins their lawyer-hunt with an online search. 

A 2017 Clio Report found that a strong referral network is still the most effective “channel” to invest time and energy into. In fact, 62% of lawyers receive referrals from friends and family.1 

But what about traditional advertising methods—billboards, yellow pages, TV ads? Per the Clio Report:

  • 37% of people use an online search engine to find a lawyer
  • 31% of people get a referral from another lawyer
  • 28% of people look in an online lawyer directory or listing 
  • 16% of people check the yellow pages
  • 13% of people contact a lawyer in a TV ad
  • 7% of people contact a lawyer heard in a radio ad
  • 6% of people contact a lawyer seen on a billboard 

Put simply, your marketing efforts should meet people where they are—and where they are is online.

However, despite this online advertising shift, many lawyers fail to fully utilize or understand digital marketing for lawyers. Per Above the Law:2 “Survey results showed that 54% of law firms actively advertise to acquire new clients, yet 91% of firms can’t calculate a return on their advertising investments, and 94% don’t know how much it costs them to acquire a new client.”    

A significant percentage of legal firms are simply throwing money at the wall and hoping it sticks. That’s a recipe for disaster.

For your firm, however, those numbers represent an opportunity to create a competitive advantage—to drill down with a strategic, analytical approach to digital marketing that not only converts but also creates significant ROI. 

So, what does that look like?   

4 Digital Marketing Strategies for Lawyers

There are dozens of digital marketing tactics a legal firm can employ. But the path you take largely depends on your legal expertise and typical client. What works for a family lawyer may not be as effective for a malpractice lawyer.

That said, here are four broad strategies to consider: 

#1 Conduct In-Depth Research on Your Target Client

Do you know your average client profile? What are their demographics? Socioeconomic status? Age? Location?

How you market to a mid-20-somethings looking for a DUI lawyer will differ greatly from, say, a middle-aged inventor that needs help obtaining a product patent. Therefore, before you ever invest a dime in digital ad revenue, you must first know:

  1. Who your target client is
  2. Where they’re most likely to search online
  3. What types of messaging do they respond to 

Don’t know where to start? 

Look at your internal marketing data. Interview previous clients. Read industry research on your market demographics. As National Law Review notes:3

“Having a marketing plan means taking the time to consider what your target audience is searching for, how they interact with content online, and what’s going to compel them to work with you. It involves examining which platforms are best for your particular business model and which strategies will give your firm the greatest competitive advantage.”

#2 Invest in PPC Marketing 

When it comes to legal digital marketing, your focus should be on reaching the pinnacle of the search engine results pages (SERPS). In doing so, you ensure that your target audience—people searching for specific and related keywords or queries—will see you as the first and best legal option.

With paid ads, also known as pay-per-click (PPC) advertising, you can guarantee that you rank at the top for your desired keywords.

How do paid ads work? 

As the name implies, with paid advertising or a PPC campaign, you bid on keywords and pay that set amount every time a person clicks on your ad. While this gives you visibility, it doesn’t guarantee conversions or ROI. And certain keywords may cost more than they’re worth. 

Herein lies the nuances of paid ad. Far too many lawyers attempt to run a PPC campaign on their own without understanding the optimal strategies. The American Bar Association 2019 Tech Report shows that 59% of respondents have reported that the legal firm they worked for did not use any consultant for their PPC efforts, which resulted in wasted ad spend and less-than-desirable conversion rates.4  

By hiring digital media experts to properly manage your PPC campaign, you can ensure that every part of the push is built to optimize your budget and geared to convert. The right team can help you employ smart PPC strategies, such as: 

  • Bidding on long-tail keywords
  • Using keyword planners
  • Writing ad copy that converts
  • Geo-targeting customers
  • Focusing on mobile search
  • Reviewing your analytics and modifying strategies accordingly

#3 Modernize Your Website 

Your website should be the cornerstone of your digital marketing efforts, seeing as it’s likely the first place a new client will go when seeking legal help. More importantly, it’s the portal through which all of your other marketing efforts will be channeled. 

If the law firm website fails to do its job, all efforts will follow its lead. 

Knowing this, what steps can you take to ensure that your website is built for success? 

  • Make it fast and easy for a new visitor to navigate – The site should be intuitive and easy to navigate, with every page loading quickly.
  • Visual appeal matters deeply – The law firm’s website is your virtual storefront. So, it should create a positive first impression that’s aligned with your legal mission, clientele base, and firm ethos.
  • Make it mobile – More than half of global search queries are the result of mobile organic traffic. And now, Google’s algorithm prioritizes mobile-responsive web design. Knowing this, if the site doesn’t look and feel just as good on mobile as it does on desktop, you prevent a significant portion of potential clients from discovering more.   

#4 Engage in Content Marketing  

Content marketing not only helps optimize your website but also plays an integral role in driving any potential client down the acquisition funnel. And this latter point is an area where many legal firms, especially smaller practices, are lacking. According to the American Bar Association:5

“The 2020 Survey reveals that websites, particularly solo and small firm websites, contain little significant content that demonstrates the firm’s expertise rather than simply asserting it, and few are providing information of significant value to clients and potential clients. Few solo and small firm sites include articles or consumer guides written by the lawyers themselves.”

Your content represents an opportunity to demonstrate your expertise, educate your audience, and lead with authority. 

So, what types of content should legal professionals focus on for their digital marketing efforts? 

There are three main channels worth investing in: 

  1. Blog content – Blog pages aren’t simply useful for search engine optimization (SEO). They also give you a chance to establish yourself as an expert and thought leader. You can offer that by regularly posting client-focused posts that answer likely queries relating to your field or discuss trends that impact the industry. 
  2. Long-form, gated content – White papers and eBooks are longer-form content that go into even greater depths on important legal issues. Additionally, these are valuable resources that you offer as a form of incentivization for potential clients to sign up, join a newsletter, or request a referral.  
  3. Email – Email marketing allows you to keep in touch with existing clients through newsletters and industry updates while nurturing new client leads. When creating automated email sequences, always focus on how you can provide value. Remember, people signed up for your email newsletter to learn more about their current legal situation; be sure to educate!

Convert It—Legal Digital Marketing Experts

Your marketing strategy must be built to engage your target demographic where they are. And in today’s digital age, “they” are online. To get the most from your legal marketing budget, be sure to employ the following strategies:

  1. Research your target audience
  2. Utilize paid ad (PPC)
  3. Update your website
  4. Engage in content marketing

Are you looking for experts who can take this digital journey alongside you? 

At Convert It, we’re PPC specialists that focus exclusively on helping legal experts make their mark. Our services include anything from paid ad strategies, to CRM, to drip campaigns, to call answering. We can also ensure your website is built to capture new user’s attention and draw them into your client acquisition funnel.

Whatever your digital marketing needs, our team has the skills and experience to help you build a marketing campaign that converts. 



  1. Clio. Legal Trends Report 2017.  https://www.legalevolution.org/wp-content/uploads/sites/262/2020/03/2017-Legal-Trends-Report.pdf
  2. Above the Law. Referrals Remain Leading Way Lawyers Get Clients, Per Legal Trends Report.  https://abovethelaw.com/2017/10/referrals-remain-leading-way-lawyers-get-clients-per-legal-trends-report/
  3. National law Review. Law Firm Digital Marketing Strategies.  https://www.natlawreview.com/article/law-firm-digital-marketing-strategies
  4. ABA. 2019 Websites and Marketing Tech Report.  https://www.americanbar.org/groups/law_practice/publications/techreport/abatechreport2019/websitesmarketing2019/
  5. ABA. American Bar Association 2020 Websites and Marketing Tech Report.https://www.americanbar.org/groups/law_practice/publications/techreport/2020/webmarketing/

What Are the Aspects of a Great Legal Marketing Agency?

For any law firm or lawyer, digital marketing is the key to fostering engagement with existing clientele and securing new leads. But building a successful marketing campaign and properly allocating your budget is no small task. 

With so much competition in the digital marketplace, it requires a herculean feat to stand out—at least, on your own. But with the help of the right digital marketing team, achieving that goal becomes much more realistic.  

So, what are the qualities that a great legal marketing firm should have? Are there specific questions you should ask? 

Here’s what you need to know. 

Do They Have Deep Industry Experience and Roots?  

There are no universal strategies when it comes to digital marketing for different industries. While some general practices are applicable wherever you go, what works for an accounting firm may completely flop for a legal firm. As Business2Community notes:1 

“Differences across industries mean you need a deep understanding of the types of consumers, their motivations, the problems they need to be solved, which factors are most impactful in decision making, and even how consumers approach decisions in a particular marketplace. You need to understand how to talk to the market if you want successful outcomes.”

The most thought-out marketing campaign won’t work if it’s targeting the wrong audience via incorrect channels or using improper messaging. 

Put simply, specialization is the name of the game. 

For example, if you practice bankruptcy law and a prospective client comes to your website seeking immigration law assistance, would you work to win them over as a client? Seeing as it’s not your legal expertise, it would make more sense for them to work with someone that focuses on citizenship laws and asylum protection.  

The same applies to choosing the right legal marketing firm. Legal firms will receive far more ROI from a marketing firm that already has deep industry roots, understands the market and target clientele, and only employs strategies that are known to convert. 

A generalized marketing firm simply can’t compare to one that specializes in serving smart lawyers, and smart lawyers only. 

Why Convert It? 

We have more than a decade of experience in building customized marketing strategies that are tailored to a specific consumer law practice area. Our team specializes in a wide range of legal practice areas, including: 

  • Bankruptcy law
  • Business law
  • Criminal law
  • DUI/DWI law
  • Employment law
  • Estate planning law
  • Family law
  • Foreclosure defense
  • Immigration law
  • Personal injury law
  • Real estate law
  • SSDI claims
  • Tax law
  • Workers compensation

Do They Have a Track Record of Success? 

It’s not enough for a legal marketing agency to exist within your sphere as specialists. They also need to have a proven history of delivering marketing results for law firms. 

But don’t just take their word for it, ask to see the results: 

  • Who are the clients similar to you that they’ve previously helped?
  • What did that client need help with? 
  • What actions did the digital marketing firm take to move the needle? 
  • Do the numbers actually support successful growth?  

By asking probative questions from the outset, you can start to build a better understanding of who the digital marketing agency is, what they do, and whether they can back up their claims. 

A fundamental question worth asking is, “how do you define success?” Because not all legal marketing agencies may have the same answer. Or, what they consider a successful campaign may not align with your intended outcomes. This screening process gives you a better sense of whether there is synergy between your two groups. 

Why Convert It? 

Our program is focused on creating successful outcomes. That doesn’t just mean generating leads for your business. Our goal is to help you land paying clients every single month. Metrics like CPC, click rate, and conversion rates do matter, but only in relation to ROI.  

At Convert IT, we measure success by how many clients you get. And we’ve helped countless clients build winning digital marketing campaigns that work. 

For instance, for the cost of $1,342.26, we built a PPC campaign for criminal lawyers in North Carolina that was focused on geo-targeting several interrelated keywords. Within a month, they received 20 phone calls, 2 web leads, 1,195 clicks, and 68 conversions. That resulted in a 5.7% conversion rate at a cost of $19 for each conversion. 

It’s one more reason why we’re known as the PPC specialists.

Are They Transparent?

Many digital marketing agencies hide behind hand waving tactics, buzzwords, and “proprietary information.” They don’t reveal what’s behind the curtain or explain how they operate or drive success.

Instead, seek out a law firm marketing agency that embraces an ethos of transparency. You want a partner that is intentional about sharing their:

  • Goals
  • Strategies
  • Processes
  • Tactics
  • Marketing data
  • Success stories

Trust is something that’s earned. You’re entrusting your marketing spend with this agency, so you deserve to know how that money is helping your firm grow.

Why Convert IT? 

At Convert IT, we seek to be open about what we do and how we do it. Our proven strategies and platform has everything your firm needs to generate a new  ideal client set. That includes:

  • A PPC strategy that drives web traffic
  • Captivating ads
  • Conversion websites 
  • Behavioral targeting
  • Call & lead tracking 

From the moment a campaign goes live, we begin tracking and sharing the numbers so that both our teams can see whether the strategy is working or needs to be altered. 

Are They Fast and Affordable? 

Getting clicks and conversions doesn’t have to deplete your budget. It also shouldn’t take months for a campaign to be up and running. 

Great legal marketing agencies can move the needle quickly and for low costs. And be wary of being locked into long-term contracts, especially if you don’t even know whether the agencies can deliver on their promises. 

As you screen potential partners, consider the following questions:

  • How long does it take for a campaign to get started? 
  • What is the minimum contract length for your services? 
  • Are there additional fees?
  • Is it easy to scale up or down according to demand? 
  • How do you end the agreement if the campaign flops? 
  • Are there built-in KPIs?
  • If results aren’t delivered, what then?  

By establishing prices early on, you can avoid being hit by surprise charges or fees. At this juncture, you can see how transparency threads itself through all aspects of choosing the right marketing agency. 

Why Convert It?

Our onboarding process takes 10 minutes to sign up. From there, we can have a fully functioning campaign going within 5 days. After that, we offer dashboards that include all of the important metrics to ensure transparency. 

Additionally, we can take on campaigns with Google budgets that are as little as $650. Our management fees are low and there are no long-term contracts—only proven results. 

What Is Their Marketing Strategy? 

A legal market agency shouldn’t just know the top SEO trends, they should present a complete roadmap toward achieving your goals. Successfully building that out requires a deep dive into your company and its goals. 

During this process, you want a marketing agency that will:

  • Map your target audience 
  • Set key marketing goals (both active and passive)
  • Specify who you will target and how 

While there are several avenues for achieving growth, be wary of digital marketing firms that are overly reliant on SEO-based strategies. These may be effective for marketing to other industries, but tend to pale in comparison to strategic paid ad campaigns.  

Similarly, if they don’t employ a local marketing strategy, that should be cause for concern. As Forbes notes,2 “Local Service Ads are a fantastic way for service-industry businesses to attract potential clients in a Google search. These ads give firms another avenue to increase visibility and competitiveness in an online search.”

You know that your clients are down the street or across town, not halfway across the country. Local-based marketing ensures you’re targeting the people in your area.

Why Convert It? 

At Convert It, we’re PPC specialists that have years of experience in crafting fully optimized PPC campaigns for small and large law firms alike. During this time, we’ve discovered that the optimal way to increase your law firm’s visibility is by securing your spot atop the search engine results pages of people in your area. 

We ensure your PPC campaign is optimized to convert

Which means we don’t just stop at the ad copy. We focus on converting high-quality leads into clients. Our ConversionPro service provides 24/7 overflow call answering, real-time text messaging and email updates, CRM, drip campaigns, and much more. 

Convert It—Your Great Legal Marketing Agency

Selecting the right partner to run a legal marketing campaign shouldn’t be a spur of the moment decision. It takes time and due diligence to confirm that there’s synergy between your firm and theirs. 

As you go about the screening process, be sure to ask: 

  • Do they have deep industry roots?
  • Do they have a track record of success? 
  • Are they transparent with their process? 
  • Are they fast and affordable? 
  • What marketing strategies do they use? 

At Convert It, we check off every one of these boxes. But don’t simply take our word for it. We are a Google Premier partner, which less than 3% of all agencies qualify for. 

What does that mean? 

It means that we provide everything your law firm needs to retain existing clients while generating new ones. With Convert It, there are no contracts or long-term commitments. There’s simply meaningful results. 



  1. Business2Community. How Marketing Strategies Change Based on Industry. https://www.business2community.com/marketing/how-marketing-strategies-change-based-on-industry-02316854
  2. Forbes. Crush The Competition In Online Search With Local Service Ads For Law Firm Marketing. https://www.forbes.com/sites/theyec/2021/03/26/crush-the-competition-in-online-search-with-local-service-ads-for-law-firm-marketing/?sh=688a1c68bdea