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Clients are the lifeline of any law firm and therefore it is essential to learn how you can acquire them through digital marketing.

Not only do you want clients but you want the best clients.  Clients that will be both easy to work with, and happy with your services.  This is important because these happy clients will translate into free marketing via word-of-mouth and online reviews.

In order to attain the above, a law firm’s digital marketing strategy should include a combination of different online marketing avenues such as:

  • SEO (To increase your websites online visibility so that potential clients can find you online)
  • Web Design
  • Social Media Marketing (Instagram, Facebook, Twitter)
  • Paid Advertising (Google Ads and Facebook Ads)
  • Video Marketing (YouTube)

By including all of the above digital marketing components in your marketing plan, you can improve your firms online presence while at the same time building trust with potential clients visiting your different marketing channels.

Do you want to learn how to bring in more clients to your firm through digital marketing?  If so, let’s continue!



Aesthetically pleasing and easy to navigate website


Ensure your websites on-page and off-page SEO bases are covered

Build a reputation through online reviews and engagement

Bolster your online impression with paid ads and social media


Analyze what’s working

1. Aesthetically Pleasing and Easy to Navigate Website

Your website is often the first impression your clients receive of your law firm.

Taking this into consideration, it is important to ensure that this first impression is a good one.

You can achieve this by offering a website with practical architecture and an aesthetically pleasing design.  Both of these combined will contribute to an enjoyable user experience for your potential clients.

What is website architecture?

Website architecture refers to the structure of your website.  This structure should meet the goals of your specific niche, while also offering a good user experience.

Not only this, but it will also benefit your SEO marketing strategy by improving the crawling process done by Googles bots.  This in turn, decreases bounce rates, and offers “site links” to your website in the search results.

Website Aesthetics

You want to capture your visitors attention as soon as they land on your website.  The best way to achieve this is through attractive aesthetics. 

After capturing your viewers attention with a beautiful landing page, you then have further opportunity to retain the user through good site architecture by offering an easy to navigate website that provides them with all of the information they originally came to your website for.

After speaking to several different firms, many have mentioned that they developed their website in a rush, simply to be able to say that they had one. If this sounds familiar to what your firm did, then I hope after reading the above, you will reconsider and see the importance of putting time and effort into your website. 

2. Ensure Your Websites On-Page and Off-Page SEO Bases are Covered

Ensuring that your basic on-page and off-page SEO bases are covered will help your firm’s website rank within the search engines.

Even if your law firm decides not to embark with a full-on SEO campaign, it can be extremely beneficial to have even the most basic SEO strategies implemented.

On-Page SEO


  • Keyword Research

Do your keyword research and ensure you are targeting relevant keywords to your firms practice area. 

Target local keywords that your clients might be searching for, such as “immigration lawyer toronto” or “best divorce lawyer toronto”.

Some of the best free online sources for completing keyword research are https://neilpatel.com/ubersuggest/, Google AdWords: Keyword Planner and Google. 

  • Website Speed

Keep your website running smoothly and efficiently in order to offer a good user experience. 

    You can test the speed of your website at https://gtmetrix.com/

    If you receive an unfavorable score, then it is time to take action.

    A slow website will result in users not waiting for your website to load and immediately clicking off.  This in turn hurts your bounce rates which in turn hurts your SEO.

    Your websites speed can be utilized by ensuring the following:


    • You are with a reliable host
    • Your websites images are compressed and resized with https://tinypng.com/
    • Using optimization plugins such as WP Fast Cache
    • Technical SEO

    Ensure that you are implementing proper usage of heading tags.  Only use H1 tags once for the main title of your page, and H2 tags for sub-headings as many times as needed.


    Off-Page SEO


    • Directory Listings

    List your website on relevant directories to help expose you to more potential customers and also increase your online presence.  These online directories include Yelp, 411.ca and the Yellow Pages.

    • Backlinks

    Backlinks are a vital aspect of an SEO strategy.

    In simple terms, backlinks are a link to your website placed on an external website. 

    For example, lawyers.com thought your recent blog post on family law in Canada was awesome.  They then decide to reference your post on their website and include a link to that particular post.  This would then be a backlink to your website!

    It is important to note that not all backlinks are equal and that you should be careful as to which sites link to yours.

    The sites linking to your website should be high quality, reputable websites.  Getting links from spammy, low quality websites can actually hurt your SEO.

    Some of the best methods for obtaining backlinks include guest posts, writing good blog content that is then shared on other websites, and infographics.

    3. Build a reputation through online reviews and engagement

    Social proof can do wonders for any online business.

    When a user is searching for the best family lawyer, do you think they will choose the firm with 100 Google reviews, or the firm with 5 Google reviews? Most likely the 100 Google reviews!

    How do you get these reviews?  A good strategy can be to set aside some marketing budget to provide an incentive to your satisfied customers to leave you a review.

    For example, send your clients an email informing them that they will receive a free Starbucks gift-card upon completion of reviewing your firm on Google.

    The majority of people will have no problem doing this for something free!



    The core of an engagement strategy is to interact genuinely with your audience.

    Current and potential clients don’t want to talk to a faceless business, they want to talk to real people.

    So if you start using your online channels as an avenue to truly engage with your customers, you’ll be able leverage any platform to increase brand awareness, leads and sales. 

    Engagement is what will help you develop the most meaningful relationships on social media with potential and current customers.

    Let’s look at some different forms of engagement which your firm should cover in it’s digital marketing strategy.

    • Blog Posts


    When you receive comments on your blogs posts, ensure to reply to anyone commenting and thank them for taking the time to read the post.  If they have criticism, make sure to engage with them in a friendly manner and build up resourceful conversation.


    Just as reviews provide social proof to your business, comments on blog posts can also work in a similar fashion.  Also, when your visitors can see that you are engaging with them and notice their feedback, this can go a long way in building trust with your potential clients.


    • Google Reviews


    Whenever a customer leaves a review, make sure to respond and thank them for this review!  Also don’t forget to respond to questions in the Google My Business section!


    • Social Media


    You should be regularly engaging on social media platforms such as Facebook, Twitter, LinkedIn and Instagram to build up your following and show both your current and potential followers that you are active. 


    To improve your engagement rate you can stat by commenting and liking similar pages, or pages which might contain potential clientele relevant to your legal practice. 


    Replying to comments on your own posts and connecting with commenters is another effective way of engagement, always make your audience feel heard and valued.




    By consistently engaging with your audience and improving your social proof, you will bolster your advantage over competitors who might not be doing so.


    4. Bolster your online impression with paid ads and social media

    If your firm is just starting out or your online footprint is not very significant, you can help give your business a jump start by using paid ads and social media to increase the amount of traffic coming to your website.

    Paid Ads

    If you have a fairly large marketing budget to start out with, it might be beneficial to consider using Google Ad’s.  However, I don’t recommend taking this route unless you have at minimum, $1000 per month to spend on this marketing strategy.

    An alternative to Google Ad’s would be Faceook Ad’s.  These allow for a smaller marketing budget and allow you to target customers based on very specific demographics such as age, gender, interests, location and more.

    Social Media

    As a law firm in todays digital world, you should ensure that you have some sort of social media.  If I had to suggest two, I would say LinkedIn and Facebook would be the best options for a law firm.  It also doesn’t hurt to go the extra mile and get an Instagram account, as this platform is the most popular of these social media platforms.

    5. Analyze

    Any digital marketing strategy needs to be regularly monitored and tweaked in order to find out what works best for your particular business.

    If paid ads don’t seem to be worth the cost, then maybe it would help to invest in a long-term alternative strategy such as SEO.

    If Instagram doesn’t seem to be bringing you in any potential clients, then maybe it would help to focus on your Facebook or LinkedIn marketing.

    Remember to routinely ask your clients how they heard about you, so that you can keep track and make changes to your digital marketing strategy as necessary.

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