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HAPPY NEW YEAR!!!!!! The start of a new year is the perfect time to reevaluate your 2022 law firm marketing tactics. To improve your website’s quality and traffic and ultimately expand your clientele, there are a number of digital marketing strategies you should consider deploying in 2022.  Here are our top 22 digital marketing tips for your law firm marketing tactics to start 2022 off right! 

1) Build Out Content 

Start by taking a look at the difference between your high-ranking and low-ranking pages. You may notice disparities in the usage of basic HTML tags, keywords, and overall content structure and tone. Try to improve your low-ranking pages by using elements you know are working for your higher-ranking pages. 


In addition to revisiting and updating old content, consider creating support content for your primary pages. This will generate a content silo. To do this, consider the practice areas you are targeting the most and start building out subpages on topics related to those more significant areas. This can increase your recognizable keywords and help Google better understand your website’s organization. 

2) Update Your Website’s Design 

To get to the top of Google’s search engine results page (SERP), you need to stay current with the latest website design best practices. If you are not already, use high-quality images and videos to support your text. Look into optimizing your website for factors like load time, on-page SEO, backlinks, and internal links. 

3) Start a Google Ads Campaign 

Google Text Ads often appear at the top of search results. They are highly visible and get a lot of user activity. If you have struggled with ad campaigns in the past, you may have had too small of a budget or an inefficiently run campaign. Pay-per-click (PPC) campaigns require convertible landing pages and, occasionally, some trial and error. 

4) Increase Paid Search Budget 

Look at what you are spending on paid search and whether your cost-per-click (CPC) ratio is significant enough. If it is not, it is time to consider increasing your budget. You do not necessarily need to spend a fortune on paid search, but make sure your budget is large enough to compete in your market. 

5) Target New Geo Locations 

While some law firms target clients nationwide, it is more common for law firm websites to target specific states and cities. If you have had success in certain geographic areas, consider targeting neighboring cities and neighborhoods. If you do not know where to start, take a look at the populations of nearby locations and start building out pages for those with higher figures.  

6) Add Video Content 

Video content ads a human element to law firm websites. Legal matters are complex, and those seeking guidance will feel more comfortable if they can put faces to your law firm’s website. Videos also help you educate potential clients and build overall authority for your website. 

7) Add a Chatbot to Your Website 

Smart chatbots can significantly increase your chances of obtaining leads directly through your website. Services are often affordable and can control dialog flow to encourage visitors to reach out for more information. 

8) Know Your Target Client 

Remember that your website’s content, whether a practice area page, blog, contact page, or biography section, needs to appeal to your target audience. If you are at a place where you want to reevaluate who your audience is, consider who makes up your ideal clients, their values, what they need, and where you can find them. Create content for that audience by addressing their pain points and providing possible solutions. 


9) Study Competitors 

Regularly analyzing your competitors can help you figure out what marketing strategies you need to implement to improve your rankings. Start by checking out their social media channels and blog posts. Make a note of patterns and what seems to be working, or not working, for them. You can also use tools like Semrush to learn about the keywords your competitors rank for and start developing a strategy to outrank those pages. 

10) Create a Blog Post Schedule 

Prioritizing blogging and creating a regular schedule will keep your website’s content fresh and increase the chances of site visitors. You want to focus on creating engaging content. Consider common questions potential clients ask to come up with blog topics. You can also publish topical articles on law changes and other relevant news. 

11) Revisit Keyword Research 

If you’ve been targeting the same keywords for some time and have yet to see any traction, it is time to reevaluate your strategy. Take a look at what your competitors are doing and consider which practices areas in which you really want to draw attention. Use tools like Google Analytics to figure out what phrases and long-tail keywords you should be targeting. 

12) Optimize Website for Mobile Users 

The majority of web traffic comes from mobile phones. Your website needs to be optimized for mobile users, or you risk losing out on a majority of potential leads. Your website’s design should be easily convertible to mobile screens and offer the same functionality that a computer user would have. 

13) Revamp Email Marketing 

Email marketing is one of the best ways to stay on the minds of past clients, referrals, and potential clients. Not only does it help you collect contact information, but regular communication expands your audience. Use lead magnets to collect email addresses and start test email campaigns to see what works best for your audience.  

14) Manage Online Reviews 

A significant portion of consumers depend on reviews when seeking services of any kind. If reviews are not coming in as often as you would like, send review requests to past clients or colleagues. Not only will positive reviews increase the chances of a lead becoming a client, but Google will also acknowledge those reviews, and you could see increased rankings. Social media reviews are beneficial too. Also, consider showcasing positive reviews on your website. 

15) Analyze Website Traffic 

Analyzing website metrics like traffic is crucial. It is always exciting to see page views climb but to keep them moving in that direction, you need to know from where your visitors are coming. If you see a sudden surge of traffic, you will want to know where it came from and how you can keep those numbers up. 

16) Optimize Your Website for Speed 

Your law firm website needs to load, and it needs to load fast. If your website speed is slow, site visitors may lose interest before you even get a chance to show them what you have to offer. Speed also has a direct impact on search rankings. 

17) Start Guest Posting 

Guest posting is a strategy many law firms use to obtain backlinks to websites Google recognizes as authoritative. Reach out to other website owners and ask if you can write an article to be published on their website that includes a link to one of your target pages. 

18) Sign Up for Legal Directories 

Legal directories are a growing market. Utilizing legal directories as part of your SEO strategy can lead to backlinks for your website, improved accuracy in Google’s Local Search, and a more complete web presence. 


19) Retarget Facebook Ads

If you have ever searched for something online only to have the product or service pop up in ads on other websites, you have been retargeted. Retargeting is a cost-effective way to stay on the minds of potential clients. If someone is considering legal services for the first time, they may not be ready to sign up the first time they come across your website. However, with the top-of-mind awareness retargeting provides, site visitors are more likely to turn into qualified leads. 

20) Build a Lead General Funnel 

Developing a solid lead general funnel is a great way to turn a potential lead into a signed client. Instead of pointing social media traffic to your homepage, give your practice area landing pages a clear path. This way, potential clients will not have to browse through your site to get the information they are looking for. 

21) Expand Your Network 

Expanding your network can have a significant impact on your website’s success. You can consider several strategies, including new social media profiles, professional outreach, and community involvement. 

22) Hire a Digital Marketing Company 

When it comes down to it, SEO is hard. It often takes years for law firm websites to get off the ground without help from specialized experts. If you’re at a place where you just do not know what to do, digital marketing firms have services and packages that could take your law firm to the next level. 

How Law Quill Can Help With Your Law Firm Marketing Tactics  in 2022!!!

To stay on top of your game, your law firm marketing tactics need to be top of the line. It can be overwhelming to manage those tactics on your own. Fortunately, Law Quill can is here to provide high-quality legal content for your clients. 

We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can take these tasks off your plate! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at support@lawquill.com.