Digital Marketing for Commercial Lawyers: Get More Clients Online

Why do some law firms get noticed online while others don't? It often comes down to digital marketing.

According to the National Law Review, 96% of people seeking legal advice use a search engine. If your firm isn't visible online, you're missing out on nearly all of your potential clients.

Digital marketing is one of the most effective ways for commercial law firms like yours to increase visibility and attract a steady flow of new client enquiries. But it's not always easy to get started, and many lawyers aren’t sure who to trust or where to begin.

At Matter Solutions, we make digital marketing easier to understand and implement. In this guide, you'll learn:

Understand what digital marketing means for commercial law firms
Build a professional website that supports your online presence
Improve your law firm's online visibility with SEO
Utilise social media platforms and Google Ads to reach more clients
Stay connected through email marketing and ongoing communication
Attract and convert more clients consistently

Let’s get started.

Related: Digital Marketing for Lawyers

What Is Digital Marketing for Law Firms?

Digital marketing means using online tools and platforms to attract potential clients, build trust, and generate enquiries. It includes everything from your law firm’s website to how you show up on Google, social media, and email.

For commercial law firms, digital marketing typically covers:

Having a fast, mobile-friendly website
Appearing in search engine results through SEO or paid Google Ads
Sharing useful insights on platforms like LinkedIn or Facebook
Staying in touch through helpful emails and newsletters
Managing your online reviews and reputation

The right combination of tools helps you stay visible, communicate clearly, and bring in leads, all without requiring hours of your time each week.

This guide breaks down each part of digital marketing in simple, clear terms so you know exactly what to focus on and how to make it work for your firm.

Building a Professional Website

We recommend building a high-quality website because it establishes credibility and drives results. For many potential clients, it’s their first real interaction with your law firm. If the website feels outdated or confusing, they won’t stick around and they definitely won’t get in touch.

We’ve seen this firsthand. One firm we worked with had the legal skills, the referrals, the reputation, but their website was clunky, slow, and didn’t reflect their quality. After a rebuild focused on clarityand mobile performance, making it easier to contact them resulted in enquiries going up by over 40% in just a few months.

What does a good law firm website look like?

A great example is Baker McKenzie’s website. While they’re a global firm, the basics still apply. It’s clean, loads quickly, and speaks directly to their audience. You’ll see simple navigation, clear service breakdowns, and straightforward language. It works because it respects the visitor’s time and makes the next steps obvious.

How to Improve Your Law Firm’s Website

Here’s what we recommend:

Make it fast. Nobody waits for slow pages. Use a lightweight theme and compress images.
Be mobile-ready. Most clients browse on phones now. Your site should look sharp and function perfectly on every screen.
Show what you do clearly. List services, industries you serve, and how you help, in plain English.
Include contact options on every page. Don’t make visitors hunt for your phone number.
Add proof. Testimonials, recognisable clients, or certifications go a long way in building trust.

Your website is your firm’s most important asset. It’s open 24/7 and should welcome visitors, answer basic questions, and make it easy to get in touch. If it’s doing that, it’s already one of your most valuable marketing tools.

Next, let’s talk about content marketing and how it helps you build trust, improve search visibility, and bring the right people to your site.

Content Marketing: Build Trust Before They Even Call

Now that your website looks and feels right, it’s time to help people actually find it. That starts with useful, relevant content.

Content marketing helps potential clients understand your expertise before they ever speak to you. When someone searches for “do I need a lawyer for a business lease review” and finds a blog post that answers the question, that builds trust quickly.

Why content works for commercial law firms

People want answers. Content gives them those answers in a helpful, non-pushy way.

Your content should:

Explain common legal issues clearly
Offer insights into business challenges you help with
Address real questions your clients ask

For example, an article titled “What to Include in a Shareholder Agreement” is more likely to attract a relevant prospect than a generic “Why Hire a Lawyer?”

Make content part of your growth strategy

Content is the most important part of your growth marketing plan, but we find that most companies do it wrong. You don’t have to blog every single day. Instead, balance high-quality, relevant content with a regular publishing schedule.

It’s better to have one well-written article per month than 30 low-quality pots. Over time, this will build a library of helpful content that attracts traffic, builds trust, and supports your SEO.

Next, we’ll look at SEO and how to make sure your content and website show up where your clients are searching.

Search Engine Optimisation (SEO): Help Clients Find You First

Search Engine Optimisation, or SEO, is the process of improving your website so that it appears in Google search results when potential clients look for legal services. For commercial law firms, this is how business owners, property developers, and directors find you when they need legal help in your area.

If you're relying only on referrals or word of mouth, SEO gives you a way to grow beyond that. It helps you show up at the exact moment someone is looking for the services you offer.

On-page SEO: Optimising what’s on your website

Google uses the content on your website to understand what kind of law you practise. That includes your page titles, headings, and body content. Each page should focus on one legal service and use clear language that your clients would use in a search, such as "commercial lease review" or "business dispute lawyer."

If your site is filled with vague legal terms or unclear service descriptions, clients may not understand how you can help, and neither will Google. On-page SEO makes sure the language you use matches what people are actually searching for.

Local SEO: Appear in searches for your region

Use clear location details, local keywords, and client reviews to help your firm appear in nearby searches, especially on mobile. Most of your clients are likely in your area, so when someone types “business contract lawyer near me,” Google looks for firms with strong local signals like a complete Google Business Profile and consistent contact information.

To improve local SEO:

Set up a Google Business Profile with your correct location and opening hours
Keep your firm’s name, address, and phone number consistent across the web
Collect a few honest, positive reviews from past clients

This makes it easier for local businesses to find you and adds extra credibility at a glance.

Technical SEO: Ensure your site performs properly

Even if your content is excellent, a slow or clunky website can hurt your rankings and turn away potential clients. Search engines favour websites that perform well, especially on mobile. To meet those expectations, your site should load quickly, have secure HTTPS, and avoid broken links or technical errors. Good technical SEO also helps Google crawl and understand your content more easily, which supports better visibility in search results.

Technical SEO includes:

Improving load speed and mobile responsiveness
Securing your website with HTTPS
Removing broken links and errors

These updates help Google crawl your site effectively and ensure your visitors have a smooth experience, increasing the likelihood they will contact you.

Content Strategy: Answer real client questions

When you publish content that speaks to common concerns, you start attracting the right kind of traffic to your site. This might include articles like:

“What to include in a shareholder agreement”
“When to get a lawyer involved in a commercial lease”
“How to resolve a business partnership dispute”

These kinds of resources don’t just drive traffic. They also show potential clients that you understand their situation and can help.

If you're curious how SEO fits alongside content, paid ads, and reputation management, take a look at our approach to digital marketing for law firms.

Next, we’ll talk about how social media helps your firm stay visible and build familiarity with potential clients, even before they need to hire you.

Social Media Marketing: Stay Visible Where Clients Spend Time

Most lawyers don't think much about social media, but it’s often one of the easiest ways to stay in front of the right people. Your clients scroll LinkedIn or Facebook between meetings or after work. If your firm is sharing helpful updates or quick insights, they start recognising your name. That familiarity matters. It means when they finally need legal advice, you’re the one they think of.

Use platforms that align with your clients

Each platform serves a different purpose. Choosing the right one makes your efforts more effective.

The two most effective platforms for commercial law firms:

LinkedIn helps you connect with business owners, in-house counsel, and executives. Sharing legal tips or industry updates positions your firm as knowledgeable and active in the business space.
Facebook allows for local visibility and supports paid promotions. It’s especially useful for staying connected to small business clients and engaging with your broader network.

Share content that adds value

Instead of trying to post constantly, focus on sharing content that speaks to your audience. One post per week is enough if it’s helpful.

Build connection through engagement

Responding to comments or answering questions builds credibility and trust. If a client or colleague interacts with your post, reply. If you see someone asking for help in a business group, offer useful input.

These small actions build your reputation and expand your reach to the right audience.

Next, we’ll cover how Google Ads helps your firm appear right when potential clients are actively searching for help.

Google Ads: Appear When Clients Are Ready to Hire

Google Ads is a paid advertising platform that helps your law firm appear at the top of Google search results. When someone types in a phrase like “commercial contract lawyer Brisbane,” your firm can show up first in the sponsored section of the page.

You choose the exact search terms you want to target, and you only pay when someone clicks on your ad. It’s a way to skip the waiting game of SEO and start generating interest straight away.

Unlike most digital marketing tactics that build slowly, Google Ads connects you with people who are actively searching for legal help right now.

I’ve worked with commercial law firms that weren’t showing up online at all. Once we set up a focused Google Ads campaign, they saw real enquiries within days. One firm picked up five new commercial lease matters in the first week, just by targeting high-value keywords in their local area.

Why Google Ads works for law firms

Most clients don’t spend weeks researching. When they need help, they search, scan the top results, and contact the firm that looks most relevant and trustworthy.

Google Ads gives you a way to be visible during that decision window.

It lets you:

Promote specific services like shareholder agreements or partnership disputes
Target searches from specific suburbs or postcodes
Set and adjust your daily budget easily based on your goals

This works especially well for time-sensitive legal matters or areas with high competition.

How to set up a campaign that performs

Campaign success comes from focus and relevance. Clarity in your messaging and targeting makes a noticeable difference.

Make sure to:

Choose search terms your ideal clients would actually type into Google
Direct ads to landing pages that explain the service and offer a clear way to contact you
Track phone calls, form submissions, and adjust based on what brings real leads

Avoid vague keywords and stay specific to the legal services you want more work in.

Bring back visitors who didn’t convert

Many potential clients visit your site once and leave without making contact. That doesn’t always mean they’re uninterested. They may still be deciding or comparing firms.

Google Ads offers remarketing tools that allow you to reach those people again. Your ad can appear while they browse other websites, reminding them of your firm and encouraging them to return when they’re ready.

This quiet reminder often makes the difference between being remembered and being forgotten.

Next, we’ll look at how email marketing helps you stay connected, follow up consistently, and turn one-off enquiries into long-term client relationships.

Email Marketing: Build Lasting Connections and Stay Top of Mind

Most commercial law clients won’t need you every day. But when they do, you want your firm to be the one they remember. That’s where email marketing helps.

Email allows you to stay in touch with past clients, current contacts, and people who’ve shown interest in your firm. It’s direct, low-pressure, and still one of the most effective ways to maintain visibility without constant advertising.

Why email still works for law firms

You may have clients who haven’t needed legal help in months or even years. Sending helpful, relevant emails keeps your name in their inbox. The next time they have a legal question, they’re more likely to think of your firm first.

You can also use email to follow up with people who downloaded a guide, filled out a contact form, or attended a webinar. A well-timed message can be the nudge that turns interest into an enquiry.

One law firm I worked with began sending a simple monthly email with updates about business regulations and lease changes. Within the first two months, they booked three consultations from past clients who hadn’t been in touch in over a year.

What to send (and how often)

Emails don’t need to be long or complex. A short message with useful information is often more effective than a formal newsletter.

Consider sending:

Legal updates that affect your clients’ industries
Short Q&A-style posts on common legal questions
Invitations to events or webinars hosted by your firm
Follow-ups after consultations with useful next steps

Once a month is enough to stay relevant without overwhelming your audience.

Keep it personal and consistent

Use your client’s name, refer to past matters when appropriate, and keep the tone friendly. Automated email tools can help with timing, but the content should still feel like it comes from you.

Consistency matters more than volume. A short email every month is better than six emails in one week followed by silence.

Next, we’ll look at how to measure the performance of your digital marketing so you can focus on what works and improve what doesn’t.

Measuring Results and Optimising: Know What’s Working

Digital marketing only helps your law firm grow if you know what’s actually driving results. That’s why tracking and reviewing your performance regularly matters just as much as building a strategy.

If you’re investing time and money into your website, content, ads, or email marketing, you should be able to see which activities are bringing in leads, and which ones are just noise.

Focus on the right numbers

A high number of page views might feel good, but it doesn’t mean much if no one contacts you. What matters more is whether your marketing leads to real enquiries.

Metrics to track:

Contact form submissions
Phone calls and email enquiries
Consultation bookings
Newsletter signups or resource downloads

These numbers help you understand what’s working and where to focus.

Use tools that make tracking easier

You don’t need to analyse everything manually. Some tools can handle most of the tracking for you.

Start with:

Google Analytics: See where your website traffic comes from and what visitors do once they arrive
Google Search Console: Track how your site performs in search results
Call tracking or CRM software: Measure how many leads turn into paying clients

These tools show trends over time, helping you make smarter decisions without needing to be a data expert.

Review regularly and make small adjustments

Digital marketing is not set-and-forget. Checking in monthly or even quarterly gives you space to identify what’s improving and what needs to shift.

You might find that one landing page is converting better than others. Or that most enquiries come from Google Ads, not organic search. Adjusting your focus based on real performance helps you get better results without needing to spend more.

Next, let’s look at when it makes sense to bring in a digital marketing agency and what to look for if you’re ready to hand things over.

Working With a Digital Marketing Agency: When to Bring in Experts

If you’re running a busy law firm, there’s only so much time you can spend on marketing. Writing content, running ads, and reviewing analytics each take time and attention that could be spent on client work.

Partnering with a digital marketing agency can help take that pressure off your plate, so you can focus on what you do best while knowing your marketing is still running in the background.

When it makes sense to get help

Not every law firm needs an agency, but it’s worth considering if:

You’ve tried marketing on your own without seeing results
You don’t have time to plan, create, and manage campaigns
You want more consistency and accountability in your strategy

Hiring an agency gives you access to a team that can build, run, and improve your campaigns while keeping your firm’s goals front and centre.

What to look for in a marketing partner

Choose an agency that understands the legal industry and has experience with commercial law firms. Look for clear reporting, practical strategies, and communication that feels like a partnership.

Questions to ask before deciding:

Have they worked with law firms before?
Can they show specific results they’ve delivered?
Do they explain strategies clearly and keep you in the loop?

The right agency becomes an extension of your team. You stay informed and involved, without needing to manage all the daily details.

Next, we’ll break down how to plan your marketing budget so that every dollar supports your firm’s long-term growth and brings a measurable return.

Creating a Digital Marketing Budget: Spend Wisely, Grow Consistently

Marketing works best when it's planned. A clear, focused budget helps your law firm stay consistent, avoid waste, and build visibility over time.

How much should law firms spend on marketing?

Many law firms invest around 7 to 8% of gross revenue in marketing. This range supports steady growth while keeping expenses manageable.

Firms that are starting may choose a smaller percentage and scale gradually. In competitive areas, allocating more can help you stand out. In more targeted markets, a smaller but well-directed spend is often enough.

What matters is choosing a budget that reflects your goals and the environment you’re working in.

What to include in your marketing budget

A strong budget covers the tools, services, and support needed to build a reliable marketing system. These are the areas most firms prioritise:

Website updates, hosting, and maintenance
SEO and content creation
Google Ads and social advertising
Email marketing platforms or CRM tools
Analytics and performance tracking
Professional help from a marketing agency

Start with the essentials and add to your strategy as your results improve. Spending intentionally helps you grow at a pace that matches your practice.

Track spending and results together

Review your performance regularly to understand where your budget has the most impact. For example, if blog content consistently brings in new visitors, it makes sense to invest more in that. If ads lead to qualified enquiries, they deserve more attention.

These reviews help you adjust your strategy based on real outcomes rather than assumptions.

Next, we’ll wrap up this guide and leave you with a clear next step.

Bringing It All Together: Keep Your Marketing Simple and Consistent

You don’t need to run complicated campaigns or chase every new trend. What works best is a focused, consistent approach that builds trust and gets your law firm seen by the right people.

Start with a solid website. Add helpful content that answers your clients’ real questions. Use SEO and Google Ads to drive traffic. Stay visible with social media and email. Measure what’s working, then keep improving.

Digital marketing doesn’t replace referrals or reputation. It supports them by helping potential clients find you, understand what you do, and trust you enough to reach out.

If you’re ready to simplify your marketing and start getting better results, we can help.
Explore our digital marketing services for law firms and see what’s possible when your marketing finally works.

Digital Marketing for Commercial Lawyers: A Practical Guide

What Is Digital Marketing for Law Firms?

Building a Professional Website