How To Market A Law Firm In 2023

With the rise of digital marketing, social media, and online reviews, there are endless opportunities for law firms to promote themselves and attract new clients. However, with so many channels and tactics available, it can be overwhelming to determine the best approach. In this post, we’ll share some tips on how to market a law firm effectively in 2023, so you can reach your target audience and grow your business.

What is the best digital marketing strategy for law firms?

The most effective digital marketing strategies for law firms include Search Engine Optimization, Pay-per-click (PPC) Advertising, Content Marketing, Social Media Strategy and Online Reviews. By combining these digital marketing strategies and tailoring them to your law firm’s marketing goals, you can increase your online presence and attract new clients. 

How to promote a law firm? 

There are many ways to promote your law firm including attending and hosting industry events, creating informative content, sponsoring community events. For a well-rounded marketing strategy, combine digital marketing strategies like SEO and PPC with print and event marketing. 

How to create a social media marketing plan for a law firm? 

Creating a social media marketing plan for a law firm starts with defining your goals and target audience. Narrow down your target demographic, their interests and what platforms they frequent. You’ll want to conduct competitive research and perform a SWOT analysis. Plan out your content to be platform-specific, including relevant topics, events, and seasonal opportunities throughout the year. Track and learn from your results to adapt content that connects with your target audience. 

How do you attract law clients? 

Now that we’ve gone through some of the top burning questions for how to market a law firm, let’s run through specific strategies to attract and retain clientele. 

Email Marketing 

Stay top of mind with leads and nurture relationships with email newsletters, targeted emails and email automation. Keep your prospects, leads, and clients alert of the latest changes in policy – increasing awareness before clients know they need legal expertise. This will establish your firm as thought leaders and trusted experts in your focus areas of the law. 

Use email marketing to keep clients informed of upcoming webinars, events, and firm announcements. Be sure to use this opportunity to promote blogs, yearly reports and whitepapers. This will help establish your firm as knowledgeable and credible. 


When thinking about how to market a law firm, running webinars is an effective way for law firms to produce thought leadership content that reinforces their expertise. Strengthen relationships with clients with a 30-45 minute webinar using industry experts and knowledgeable lawyers from your firm. 

Be sure to include an email drip campaign that invites your relevant client list to sign up for the webinar. Send follow-ups to build excitement for the webinar including how it will answer client pain points. Be sure to remind attendees the week before and day before the webinar. 

To increase webinar sign-ups, send out direct mail to your targeted client list. Invite leads and clients to sign up with a QR code making sign-up a breeze. With varied printing, TPH can help personalize your direct mail with the client’s name to improve the open rate. 

For postcards and takeaways for your next webinar, connect with one of our TPH teams across Canada. This could be a ‘thank you for attending’ card, a personal letter or postcard, or a branded box full of goodies to follow along during your webinar. 


Like webinars, events are an opportunity for law firms to network with clients, build relationships and establish your firm as industry leaders. Partner with other legal experts to establish a credible, engaging panel.

Market your event by pairing digital marketing with print promotion pre-event, at the event and post-event. For instance, set up email drip campaigns to share the event details in-advance, offering a reminder the week of and day before the event. You could also send direct mail to your relevant clients for an added helpful touchpoint. 

At the event, include branded banners, and brochures to lay out the event schedule and speaker list. Don’t forget thank-you takeaways. Inside the thank you bag, brand the bag with your law firm logo, include relevant business cards of contacts at your firm and speaker information. Try to include something useful that they will appreciate such as a branded notebook, branded bottle opener, or a discount to a community retail or restaurant partner in the area. 

For custom branded swag such as thank you bags, notebooks, and just about anything, reach out to your nearest TPH team. For everything that you need to succeed at your next event from pre-event marketing to signage at the event, check out our trade shows and events page. 

Search Engine Optimization

SEO is crucial to law firms for online visibility, trust and credibility, and attracting targeted traffic to your website. It’s an ongoing process that requires time, effort and consistent optimization. Some of the ways that you can get started is by identifying relevant keywords, optimizing your website structure and local SEO, and producing high quality content.

You can build high-quality backlinks from reputable websites to improve your search rankings. Ensure that your website has your firm’s address, phone number and business hours for local SEO optimization. Additionally, ensure you have a Google My Business listing and encourage clients to leave reviews. 

An SEO company or SEO expert can assist with an SEO strategy that increases your firm’s discoverability and attracts your target audience. 

Content Marketing

From social media, to blogs and whitepapers, content marketing can assist with improving SEO, establishing credibility and attracting leads. Create a blog or resource section on your website that includes articles, case studies, videos and infographics. Promote your content through email newsletters, social media and industry publications. 

You can promote your content through social media paid ads on LinkedIn, Instagram, Facebook, or YouTube. Test different creative and target audiences, then monitor results to improve and adapt your strategy. 

In conclusion, marketing a law firm in 2023 requires a well-rounded approach that combines both traditional and digital strategies. Embracing digital marketing techniques such as SEO, PPC advertising, content marketing, and social media can greatly enhance your firm’s visibility. These tactics can attract targeted traffic, and establish credibility in the industry. 

Utilizing online reviews, email marketing, and webinars can help nurture relationships with potential clients. This will position your firm as a trusted authority. Additionally, don’t overlook the power of offline marketing tactics like attending events, hosting seminars, and utilizing direct mail. These methods engage with your target audience and build lasting connections. By integrating these strategies and adapting them to your firm’s unique goals, you can effectively attract and retain clients in the competitive legal landscape of 2023.