Welcome to the complete guide to digital marketing for lawyers in 2025.
We’re Matter Solutions, a digital agency that helps law firms grow using SEO, content, social media, and smart advertising. With two decades of experience under our belts, we understand what works and what doesn’t.
In this guide, we’ll break down how your law firm can build trust online, attract qualified leads, and stay competitive in a digital-first world.
We’ll cover:
SEO that works for lawyers
Social media marketing tips
Building reputation and trust
Paid advertising done right
Ready? Let’s get started.
What’s the Benefit of Digital Marketing for Law Firms?
The benefit of digital marketing for your law firm is that it can bring in 10-20 new leads per month for your firm with minimal effort while also increasing brand awareness and taking away business from your competitors.
When someone is confronted with a legal issue, they often turn to Google rather than consulting a traditional directory.
You may be surprised to know that research shows over 80% of potential clients begin their search on the internet. That means if you aren’t showing up at the top of the results, your competitors are. Some law firms are bringing in 10-20 new clients every month just from Google alone. Sometimes more.
Your website is typically the first place they visit, so ensure that they can readily identify the legal services you provide. We suggest that you:
Show your services clearly so visitors know you can help
Keep your Google profile current so potential clients find accurate contact details
Use straightforward headlines that match what people are looking for
In my experience, when your online information is clear and consistently updated, prospective clients are more inclined to reach out because they see you as more reliable and trustworthy.
Your website is often the first point of contact for someone facing a legal issue. Think of it like your firm’s front door.
If visitors can easily find your phone number, email, and a clear list of services right at the top they’re more likely to trust you and call. It’s also a matter of time and effort. When someone can see your contact information immediately, they’re more likely to choose you over a competitor whose information is hidden on another page.
In fact, law firm marketing companies like ours collect vast swaths of data on website details like this. In all of our studies, websites with clearly visible details get far more calls than those that don’t.
For example, displaying your contact information in both the header and footer makes a big difference. I’ve seen firms lose business simply because clients couldn’t locate a “Contact Us” button.
We also recommend including client testimonials on the homepage to add a layer of authenticity that reassures potential clients. A responsive, well-structured site increases client confidence and drives revenue.
When visitors see that your site is regularly updated and organised, they believe you’re on top of your practice, and this instils confidence in your abilities to win their case.
Website Refurbishment for User Experience and Search Engine Rankings
The biggest issue I see with prospective clients, especially in professional services like law, finance, and consulting, is poor website usability.
The layout is often confusing, the navigation feels clunky, and important information is buried in long paragraphs or hidden behind vague menu tabs. This almost certainly will result in fewer people contacting your firm. I’ve seen it over and over again.
People land on the site and can’t figure out what the business actually does or how to get in touch. In some cases, contact forms don’t even work properly, or they only display on desktop, which is a major problem considering how many users are browsing on mobile.
I once worked with a small law firm that had a beautifully designed website, but they weren’t getting any calls or emails from it. We took a quick look and discovered that their mobile version was broken. Once we fixed those issues and added clear calls to action, they started getting calls within a few weeks.
There’s plenty of research to support this. A 2023 report from the Nielsen Norman Group found that users leave a website within 10–20 seconds if they can't find what they need. Another study from Google shows that 53% of users abandon a site if it takes longer than three seconds to load.
Think of it this way: even if your firm is the best at what you do, a confusing or outdated website can make you look less credible than a competitor with a clean, easy-to-use site.
The solution? A complete website overhaul.
Content Marketing Strategies
Content marketing works when it’s focused, consistent, and answers real questions your clients are asking. It helps build trust and keeps your business visible.
Social media is one of the best ways to connect with a local audience and build trust over time. It also helps you reach people who are already interested in your services, thanks to algorithms that respond to what users search for or engage with.
For example, if someone has been looking up “what to do after a car accident,” they’re more likely to see a local injury lawyer’s content.
A simple tip: post clear, helpful advice once or twice a week.
Search Engine Optimisation (SEO)
Next up is a term you’ve probably heard over and over again: search engine optimisation (SEO).
SEO refers to a set of strategies that optimise your website to rank in search engines like Google for important keywords like “personal injury attorney near me” or “best divorce lawyer”. Studies show that users click on the top 3 results far more than anything below. SEO is a way for you to get into those top results and get your prospective clients’ attention before a competitor does.
Here’s how it works…
Google uses an algorithm to determine which law firm is the best result to display for law-related key terms like “best divorce lawyer”. It considers factors like your website’s speed, your brand’s reputation, which keywords are on your home page, and how many blogs you produce every month.
Here are some of the factors that influence your firm’s rankings:
Regularly producing high-quality content that answers your readers’ queries
Designing and optimising your site to fit Google’s best practices
Improving your site speed
Having good brand signals across the web
Having a good social media presence
Achieving topical authority by covering topics related to your area of practice
Doing in-depth keyword research to see what potential clients are searching for
This is just a basic overview and nowhere close to a comprehensive list of all the factors that influence search engine rankings. Google itself isn’t even sure of everything that goes on in its algorithm!
If you’re interested in using SEO to bring in new leads to your firm, reach out to us. We’ll give you a free audit and SEO action plan.
Local SEO
We want to touch on Local SEO because it works differently from general SEO. Instead of trying to rank across the country, the focus is on helping your firm show up in your local area.
For example, if someone types “property lawyer near me” on their phone, Google shows a map with three local listings. Getting your firm into that map pack can bring in highly qualified leads ready to get in touch.
To rank locally, you need to show Google that you’re a trusted legal service in your area. This means having accurate information across platforms, building credibility through reviews, and using location-based content.
Here are a few steps that help:
Fill out your Google Business Profile completely
Keep your business name, address, and phone number consistent everywhere
Collect reviews from clients, especially ones that mention your service area
Add location-specific pages to your website (e.g. “Criminal Lawyer in Perth”)
Include your suburb or city in page titles, headings, and meta descriptions
Pay-Per-Click (PPC) Advertising
PPC is when you pay to appear at the top of Google when someone searches for something like “personal injury lawyer near me.” It’s those ads you see above the normal search engine results.
Unlike SEO, which takes months to build up, PPC gives you immediate visibility. You pay to be featured at the top, and this gets you buy-ready clicks from people who are searching for lawyers in your local area.
It’s a question of either or. The two work best together. SEO builds long-term trust, while PPC helps you capture urgent searches right now, like someone who just got into a car accident and needs a lawyer today.
My advice? Keep it simple. Focus on terms that match exactly what you do and where you do it.
Pro tip: Start small. Run one focused campaign, like “workers comp lawyer in Geelong”, track how it performs, and build from there.
Email Marketing Strategies
Email might not feel flashy, but it’s one of the most reliable ways to stay connected with clients and people who’ve shown interest in your services. For lawyers, it’s a great tool for staying top of mind without constantly selling. Think of it more like a quiet tap on the shoulder every now and then.
You could send:
A short monthly tip, like “What to do if your tenant stops paying rent”
Case updates or common legal scenarios explained in plain English
A check-in email for past clients you haven’t heard from in a while
A downloadable guide, like a divorce checklist in exchange for their email
People don’t always need legal help right away, but when they do, they’ll remember the firm that kept showing up with helpful advice.
Measuring Digital Marketing Success
You can’t improve what you don’t measure. One of the biggest issues I see with law firms is that they’re putting time and money into digital marketing without knowing what’s actually working. They might have a website, post on social media, or run ads, but no one’s tracking results. So it becomes impossible to know what to change or where to focus.
Here are three things you should be measuring consistently:
Website traffic: Are people visiting your site, and where are they coming from?
Lead conversions: How many people are filling out a contact form or calling your office?
Search rankings: Are you showing up when someone searches for your key services in your area?
To track all this, start with Google Analytics and Google Search Console. These are free and give you a solid picture of what’s happening on your site. You can see what pages people visit most, how long they stay, and which keywords are bringing them in.
Once you have the data, look at it monthly. If no one’s clicking on your contact page, try changing the wording. If blog posts are bringing in traffic but not leads, try adding a clearer call to action. Small adjustments here go a long way.
Future Trends in Law Firm Marketing
Law firm marketing is changing, and the firms that adapt will have the edge.
The biggest thing we see is that clients want to know who they’re working with.
Short, helpful videos are getting more traction than long blog posts, especially when they answer real questions in plain language (people want to see your face). Google is leaning toward firms that stay active online, keep their info up to date, and build trust through reviews. At our firm, we help lawyers stay ahead by focusing on what actually works.
Working with a Digital Marketing Agency
We know that was a lot to take in.
Digital marketing can feel overwhelming, especially when you're already running a busy practice. It's hands-down one of the best ways to bring in high-value leads, but doing it right takes time, consistency, and specialised knowledge.
That’s where we come in.
Our team works with law firms every day. We help them build a strong online presence, attract better clients, and grow steadily over time. If you're not sure where to start, or if your current marketing isn’t delivering, we offer a free audit to help you see where things stand. You’ll walk away with clear next steps. No pressure, no fluff.
Setting Digital Marketing Goals
Without clear goals, it’s easy to waste time and money on things that cost a lot of money without actually delivering results.
Your goals guide the entire strategy: what you post, where you show up online, and how you measure success. They give you focus and help you decide what’s worth your time and what’s a money pit.
When you set realistic goals, you’re far more likely to stay consistent and actually see results. You know what you’re working toward, and that makes it easier to track progress and adjust when needed.
Here are a few smart goals to start with:
Increase website traffic by 25% in six months
Get five new Google reviews each month
Book 10 consultations per month from online leads
Rank on page one for a key search term in your area
Grow your email list by 100 subscribers this quarter
Creating a Digital Marketing Strategy
We recommend that you create a complete digital marketing strategy before you start a campaign. This prevents you from throwing things at the wall and hoping something sticks. It pulls everything, your website, content, ads, and social media, into a single plan that actually supports your business goals (more leads).
When all the parts work together, it’s easier to attract the right clients and earn their trust. It also saves you from spending thousands of dollars on something that has no chance of working.
Start by figuring out who you're trying to reach and what they need help with. Then decide where to focus your energy based on what fits your services.
Here’s one way to approach it:
Get clear on your ideal client
Set goals that are realistic and measurable
Pick 2–3 channels you can manage well (Google, email, social media, etc.)
Create helpful content that speaks to client concerns
Review what’s working and make small changes each month
That’s all we have for you today. We hope you’ve learned a lot about digital marketing for your law firm. If you’re interested, reach out to us for your free audit. We’d be happy to point you in the right direction.
Ben Maden founded Matter Solutions in April 2000 and remains the Lead Web & SEO Consultant today. While Matter Solutions originated in London, UK, the company took on Australian clients when Ben emigrated to Brisbane in November 2006.
