How to Market Your Law Firm Without Appearing Pushy in the Digital World?

As a lawyer, you are selling a service, and like other service professionals, you don’t have a physical product to sell. However, marketing your services without appearing pushy requires a different approach in a digital world.

Here are some of the best tactics to follow:

Local Search Optimization

Your potential clients are most probably starting their search for lawyers on Google. Local SEO helps your law firm rank higher while also generating more organic traffic. Optimize the website of your law firm by using the keywords and terms your audiences are searching for.

You should also build your local profiles on Google My Business and Bing Places. If you already have these, make sure that your law office contact numbers, email, and address are correct.

Make sure your Google Ads are also geo-specific and strive for high-quality backlinks through content marketing and outreach.

Research Your Audience

You need to understand your audience to target them with the right information at the right time. Reach out with surveys to past clients and your social media followers. Ask them:

  • What are they looking for when searching for a lawyer?
  • What legal issues are they currently struggling with?
  • If they have worked with a lawyer in the past, how was their experience?
  • What is the most important goal for them when you are solving their legal issue?

Provide Interesting Legal Content

Provide your potential customers with content that offers them valuable information. Legal content need not be boring; use it to offer your audiences important legal advice that they are searching for. This content is generating leads for you.

To provide valuable content, you first need to build a content strategy. This requires keyword research to help you identify which terms people are using to find law firms with the services you offer. Also, look for long-tail keywords relating to specific questions your audiences might have about the legal process relating to their problem. Your content strategy must also include a content schedule across the various platforms. Lay down when you publish content, optimize the blog content, social media marketing, and email marketing.

Expertise, Authority, and Trust Improve Your Rankings

Google uses several factors to assess the authenticity of your website, and it places great emphasis on expertise, authority, and trust (EAT). As a law firm, there are several things you can do to showcase these attributes. For example, add positive client reviews to your websites and social media, publish case studies that substantiate claims, and always publish accurate information.

Google Ads Optimized Landing Pages

Create search engine optimized landing pages for the services offered by your law firm. You can either optimize the landing pages for Google Ads or have separate landing pages that are specifically part of a pay-per-click campaign.

These pages can play a vital role in converting passive visitors into potential clients. A skilled copywriter’s services are invaluable because they can create persuasive copy and appealing calls to action.

Target Audiences with Google Ads Campaigns

Organic search results may not have the expected outcomes because of huge competition in your field of law. Targeted Google Ads, targeting specific keywords, can help your law firm rank highly in Google search, getting you worthwhile links. Depending on your budget and goals, you can set the amount you are prepared to spend on campaigns on a pay-per-click basis.

Drive Clients Through Legal Directories

Several reputable legal directories, both free and paid, can help you drive more users to your website. These include Justia, FindLaw, Nolo, Avvo, etc. In addition, sometimes you can increase your site’s authority with these as a source of backlinks.


These are just some of the ways to market your law firm without appearing pushy. One of the most effective aspects of the sale process is having an effective lead follow-up process that helps push passive users into clients. In addition, make sure to add new subscribers to your email list from all contact form submissions, including social media inboxes, live chat messages, and so on. Finally, always keep up your active marketing approach!