Immigration Law Firm Marketing 101

Immigration Law Firm Marketing 101

As an immigration lawyer, you provide an invaluable service helping immigration clients apply for residency and citizenship, sort through employment issues, and fight deportation. Many people can benefit from your immigration law services—if they’re actually able to find you.

If your practice’s law firm website isn’t getting discovered, your marketing approach could be to blame. These days, it’s not enough to have a white page listing. Instead, law firms need an effective marketing plan and strategy that boosts their search engine rankings, captivates potential clients, and most importantly, converts. See our blog for a lawyer marketing plan template that can provide you with all the information you need!

Wondering how to market immigration law firms effectively? In this short guide, we’ll go over the five most important components of an effective legal marketing strategy.

#1 Create an Attractive Website

Regardless of where you advertise, all roads should lead back to your website. And if it looks like your site was designed in the 1990s, clients may be skeptical as to whether you have an up-to-date understanding of immigration law.

A good website features:

  • Streamlined design – Ensure your immigration practices’ website is easy to navigate, professional, and attractive. If in doubt, hire a professional to design your page.
  • Diversified landing pages – Users will usually discover your website from a paid advertisement. Where will it send them? If your prospective clients arrive at a generic home page and have to hunt to find your immigration law offerings, they may never make it down the sales funnel.
  • Contact information – Don’t make it hard for viewers to schedule a call or get in touch right away. Otherwise, you risk them moving on to the next site.
  • Local search keywords throughout – Want your site to show up in local search results? Make sure your pages include keywords related to your geographic area and practice focus.

Those keywords aren’t just needed across your website—they can also infuse throughout the rest of your marketing strategy. Especially when it comes to PPC marketing. 

#2 Set Up Pay-Per-Click

A Pay-Per-Click (PPC) campaign operates double-duty as an effective marketing strategy because it gets eyeballs on your website while helping you home in on the most effective search terms.

PPC allows your law firm to stand at the very top of search engine results pages (as a sponsored result). As the name suggests, each click on your ad comes at a certain price (which depends on the keywords you target, your bidding strategy, and other factors). While this strategy has an upfront cost, it’s easy to track the results and adjust your approach to fit your budget.

The best part is that PPC campaigns can have you showing up in search results today.

Besides the quick results, each stage of the PPC process yields meaningful data that can have long-term benefits for your firm’s marketing strategy.

How can you get started with PPC?

Step 1: Keyword Research

To create an effective PPC (or SEO) campaign, you’ll need to research search terms relevant to your legal field.

  • Start with broad keywords like “immigration law,” “immigration attorney,” and “deportation attorney.” Create a word cloud with any and all search terms relevant to your practice.
  • Then, brainstorm local search terms. Very broad keywords will likely face stiff national competition. But if you’re based in San Jose, your goal isn’t to show up in San Antonio search results anyway! Think of keywords related to your city, county, specific neighborhood, etc.
  • Use Google Search Trends to understand search frequency. If you discover keywords attracting more attention in recent weeks and months, they could be good words to target.

Step 2: Set a Bidding Strategy

Whenever you run a PPC campaign, you’re bidding against other (local) businesses for ad space.

Google AdWords lets you see search trends for your chosen keywords and the potential cost-per-click based on the specific geographic area you’re targeting.

Is your priority showing up in more searches or getting a better ROI?

  • Choosing a broad keyword like “immigration” might help you show up in more search results—but people may be searching that term for any number of reasons. In addition, broad keywords may be more expensive to target.
  • A hyper-specific search for “best immigration attorney Putnam county” likely comes from someone who’s lower in the search funnel—that is, eager to hire an attorney.

Create a bidding strategy in line with your budget and goals.

Step 3: Choose Your Campaign Parameters

Do you want to show up to everyone in your metro area? Or are you more interested in a specific demographic?

Top immigration law firms use advanced bidding tools that make it possible to target users based on factors like:1

  • Age
  • Gender
  • Device
  • Behavior

Of course, this data won’t be available for all users. But setting narrower parameters could help you maximize your budget.

Step 4: Observe Your Campaign

So you’ve chosen your keywords and set your bidding strategy. Great! Now, it’s time to see how well it works.

Each campaign will generate valuable data, including:

  • Click-Through Rate (CTR) – Did users click your site after viewing your ad? If not, you may need to change your ad language or target different keywords.
  • Conversion rate – After clicking your ad, what percentage of customers followed through to take the target action (booking a call, filling out a web form)? If you have a high CTR but a low conversion rate, there could be a problem with your landing pages.
  • Other ranking search terms – Your ad may also rank for search terms you didn’t initially target. This is a good thing. You can invest in those keywords in the future.

Even if your first campaign doesn’t result in an off-the-charts ROI, it will inevitably generate useful information that shapes your PPC strategy going forward.

#3 Optimize Your Google My Business Page

Now that you’ve identified a reservoir of search queries, it’s time to update your Google My Business listing.2

When you search for local businesses, the first thing at the top of the page are local results.

If you want to show up alongside the map of local businesses, you’ll need to claim and verify your Google My Business listing. Then:

  • Input your address, phone number, and website address, ensuring these are consistent with the information across the web. Otherwise, you risk confusing the search engine algorithm.
  • Include the most essential keywords and phrases in your listing, while making sure it still reads as a succinct description, rather than a string of random words.

Now, you’re that much more likely to show up in local search queries.

#4 Use SEO Tools on Your Website

Want to build your authority while expanding your website’s organic reach?

Immigration lawyer SEO (Search Engine Optimization) campaigns are another way to boost your search rankings. However, instead of placing bids on keywords, you’ll update your website to include plenty of target keywords. 

Likewise, you can add other SEO-optimized content over time:

  • Blog posts
  • White papers
  • Webinars
  • Videos

Each piece is an opportunity to incorporate meaningful search terms into content that displays your thought leadership and expertise in the field of immigration law.

Pros and Cons of SEO

SEO as a form of digital marketing has one major benefit: it helps you build trust and authority with your audience.

But what about the cost?

In theory, upgrading your SEO is free. However, it usually takes time and resources to create high-quality content that supports your strategy.

Just like PPC, SEO depends on keywords. The difference is that you’re relying on Google’s search crawlers and people’s organic behavior to gradually recognize the quality of content on your website, improving your search rankings.

Google’s search algorithm is closely guarded and can change over time. But there’s one certainty: it could take weeks or months for your SEO campaign to pay off. And because your rankings improve months after creating new content, it’s difficult to track the results of your SEO campaigns.

#5 Focus on Conversion

As noted above, PPC, Google My Business listings, and SEO are all potential strategies for getting eyeballs on your website.

But besides these methods of keyword targeting, it’s important to have the tools in place to convert customers. This means:

  • Ads and pages with a clear CTA. Make sure your ads aim at more than awareness. Your goal isn’t just building name recognition. You want people to actually hire you.
  • Quick responses. If your leads call up and get your busy signal, do you really think they’re going to take the time to call back?

By creating a multi-prong marketing strategy, you can shepherd potential clients through the journey from discovery to paid work.

Convert IT’s Services for Immigration Law Firms

At Convert IT, we specialize in marketing efforts in the legal industry.

We know from experience how difficult it is to stand out in the competitive law landscape to a potential client. That’s why we’ve designed marketing strategies specifically tailored to your needs as an immigration attorney.

We take the guesswork out of PPC campaigns, doing the keyword research, bidding, and tracking. Along with our optimized landing pages and call answering services, we convert leads at well over the industry average.

How well do we do? In a recent 30-day campaign, our client invested just over $1,100. They received 68 phone calls, 200 clicks, and converted at a rate of 36%.

What can we do for you? Schedule a call today to learn more.



  1. Search Engine Land. Beyond keyword targeting in search.
  2. Search Engine Journal. Optimize My Google business.