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Digital Marketing For Lawyers & Law Firms

Do you feel like you should be getting more out of the online marketing for your legal business? Whether you’re an attorney or a solicitor, a lawyer on the rise or a law firm that’s established – this page is here to help.


How digital marketing can help those in the legal industry

The fact you’re on this page means that you’re in the same position that many others have found themselves in; you’re too busy running your business to focus on growing your business. ‘Potential clients’ can’t take precedence over ‘existing clients’. The truth is, you shouldn’t have to choose between the two – and that’s where we come in.

Just like your team surely has decades of combined experience as lawyers or within a law firm, our teams have the same experience helping companies like yours grow with bespoke digital marketing strategies. How?

Well, this page isn’t just written to give you an insight. Instead, we’ll provide you with actionable steps that you can use to improve your visibility online and the number of conversions you’re getting. Here are some of the sections we’re going to cover:

πŸ‘‰ Section 1: Common problems in your industry

πŸ‘‰ Section 2: SEO for lawyers & law firms

πŸ‘‰ Section 3: PPC for lawyers & law firms

πŸ‘‰ Section 4: Why SME’s like working with us

πŸ‘‰ Section 5: A look at the welcome process

πŸ‘‰ Section 6: Frequently asked questions

πŸ‘‰ Section 7: Our contact form

Common marketing problems you might face (and how we fix them!)

"We're not as well known as the likes of DLA Piper - how can I beat them to leads?"

We specialise in working with small to medium-sized businesses, so this is something that many of our clients (not just the solicitors and attorneys) worry about.

The truth is that David beat Goliath, and by focusing on what makes you unique we can take potential clients straight off the plate of the giant names in the industry.

Not only that, but while the bigger companies are focused on dominating their country, we can help you laser-focus on one specific area.

"We get traffic to the website, but not conversions."

With high-commitment services like those a law firm or solicitor provide, customers won’t make a decision quickly. Instead, they’ll likely look at many different websites before committing to one. This is why so many businesses have traffic far higher than their conversions.

To address this, you should create content and target keywords across the entire customer journey and funnel. This means you can help people realise that you’re the business for them much quicker and before you lose the lead to another business.

"It's too time-consuming to manage the SEO and PPC ourselves."

Just like we wouldn’t try and defend ourselves in a court of law, we wouldn’t expect a legal business like yours to know the ins-and-outs of digital marketing!

That’s why we thrive on building partnerships with our law clients. This way, we can use their expertise and combine it with our understanding of how online ads, SEO and digital marketing in general all work.

Finding keywords, researching intent, competitor analysis; these are all things that we take out of your hands.

SEO For Lawyers & Law Firms

We’ll take you through everything from explaining Search Engine Optimisation, to how it can help businesses like yours.

What is SEO?

SEO, or ‘search engine optimization’, is all about improving a website’s visibility on search engines like Google – and it is absolutely essential for online businesses.

For example, you might have searched “law firm SEO” or “SEO for solicitors” and found this page. That’s because we’ve used SEO to improve our online presence for that term, just like you can for “family law in Manchester” or “solicitor for business”.

It can be difficult if you don’t know what you’re doing. Actually, it can still be difficult even when you do – but that’s why we’ve broken search engine optimisation into four clear areas. This should help you understand what problems you need to tackle first, while also helping us create a team with people that excel in each area. These four pillars are:

CONTENT: You should be creating content that helps users find your website through search engines and convert them when they’re there.

DESIGN: Your website design should be easy to navigate while selling your brand and what makes you special. The user experience is key here!

BACKLINKS: Your business should be getting coverage and backlinks from other websites to be more authoritative and rank higher.

TECHNICAL: Your website shouldn’t just be built for humans, but for search engines like Google, too. That means it loads quickly, is mobile-friendly, indexed effectively (and about one thousand other things!)

You can learn more about how we operate as an SEO company by clicking that link, or read on!

How can SEO help a legal business?

In today’s digital age, the first place that many people turn to when they need legal assistance is Google. Chances are, it’s also how you discovered this page! Studies, including this from Semrush, indicate that organic search and referral traffic are the most significant and effective sources of marketing return on investment (ROI) for professional services.

What does that mean for the layman? Well, youΒ need to be ranking highly on search engine results pages (SERPs) for the searches your potential customers are making. If you’re not making a concentrated and consistent effort to do that, you’ll be letting your competitors who are more on the ball take leads from you.

To put this into perspective, let’s consider a specific legal keyword you may want to rank for:

People search for “no win no fee solicitors” approximately 8,100 times a month in the UK.

According to Ahrefs (the holy grail of SEO tools), if you were to rank position one for that, you’d get 3,600 visitors a month from that keyword alone.

That’s all organic, too. If you were to run ads for that keyword, it would cost you almost Β£12 per click.

So, with a little bit of quick math, if you ranked number one for “no win no fee solicitors” organically, you’d be getting Β£43,200 worth of traffic a value a month (visitors x CPC) – for free!

Great pages never rank for just one keyword, too. If we look at the page that ranks number one for “no win no fee solicitors” currently, then we see it ranks for 462 other keywords! That’s a lot of traffic coming in every month and we’re only talking about one page. The chances are, your business doesn’t just provide one service – so think of all the leads on the table.

To build up your online presence, blog posts and commercial content that speaks to your prospective client base are essential.

Let’s discuss your potential for SEO!

Five key benefits of SEO for you:

There are many, but we’ll mention the ones that particularly benefit our legal and solicitor clients.Β 

  • πŸ‘οΈ Organic reach: Because SEO is organic, it means you don’t need to pay for each click like you would if it was a PPC ad – more on those shortly!
  • πŸ’ͺ Compete with giants: With a well-designed strategy, you can find the wins that the household brands aren’t getting. With your own dedicated account manager, we can deliver a truly bespoke campaign that suits your business and your budget so we can try and claim those consistently.




  • πŸš€ Grow your brand: Good SEO content is helpful content, so customers tend to warm up to brands that are well-optimised. That means return customers!
  • πŸ”Ž Get major coverage: Our digital PR team frequently get businesses like yours featured in places like The Telegraph, Ideal Home, Daily Mirror and more!
  • βœ”οΈ Futureproof your business: SEO isn’t a trend or just ‘in-season’, it’s the foundation of many companies and a good campaign can build a business for generations.

PPC For Lawyers & Law Firms

Do you want to learn more about PPC, or “pay per click ads” as you may have heard it? We’ve got you covered!

What is PPC?

Whether you’re going for PPC or SEO, the overall aim remains the same: deliver more of your target audience to your website. After all, more people = more conversions. How these two approaches get that traffic is a little different, though.

Pay per click, often shortened to PPC, is all about buying adverts on the websites that your users visit and only paying when they click it. To do this, businesses ‘bid’ on ads through systems like Amazon Ads to Google Ads.

You’ve probably seen these before, even if you haven’t realised. You know those ads you see at the top of Google, or the adverts on social media that seem like they were designed specifically with you and your interests in mind?

That level of personalisation is why the ROI (return on investment) of these online ads can be so high! We want to speak to the user and make them feel like, not only do we understand their problems, but we can fix them. Don’t just take our word for it, though!

74% of businesses say PPC is a huge driver for their business, and 64% are planning to increase their PPC budget in the next 12 months (Source: Brainlabs).

Why is PPC for legal services so valuable?

For the same reason it’s valuable to any lead generation business: precision.

The world’s biggest law firms with an infinity symbol in their marketing budget column can afford to throw money around. For small to medium-sized legal businesses, that just isn’t the case. You need to get results from the work you’re putting in; you want as-close-to-guarantees as you can get, not just the hit-and-hopes of old marketing

Interests, age, gender, occupation; these are just some of the data points that you can use to target people with ads.

We can even know what websites they’ve visited previously, so we can reference a product we know they’ve searched for earlier. When most marketing is about convincing people they need something, this means we can essentially skip to the end and target them when they’re already interested in the product.


If you’ve spoken to us on the phone before, you may have heard us talk about the billboard example – and it’s a great analogy for why PPC is so effective. Stop us if you’ve heard this before…

Businesses have used billboards for decades. They might spend tens of thousands on a conventional 6-sheet, that may get seen by – let’s go high – 500,000 people.

…but how can you be sure they’ll all be interested in the ad? Maybe 10%, 20% if we’re being generous. That’s a lot of wasted money.

What if you could deliver a custom billboard that changed based on who was walking by, so it spoke to them and what makes them unique? This is what we can do with PPC. We can design ads that our data shows they’ll be interested in, removing so much of the guesswork that so much of marketing requires.

That’s exactly why eCommerce PPC management is one of our most popular services among small to medium-sized businesses.


Speak to our PPC team to see how they can help!

Five key benefits of PPC for you:

Most businesses can benefit from pay-per-click advertising, but what about those that provide legal help like yours? Let’s take a closer look:

  • πŸ‘οΈ Immediate visibility: Almost as soon as you turn the ads on, you’ll be able to see them live. This means you can generate leads right from the start.Β 
  • πŸ’° Budget control: You have total and real-time control over the money you’re putting into the ads; you can pull them at will, quickly promote a new sale or adapt to market changes.


  • 🚦 Targeted traffic: With the data available, we can target people that we know are interested, based on the searches they make – right when they’re ready to convert. A lot of marketing is about convincing a demographic that they want what you’re selling, but with PPC, we know they’re already interested!Β 
  • ⭐ Brand exposure: Even if users don’t click on an ad, seeing your business name and offering can increase brand awareness and recall. Over time, this can increase trust, recognition and – most importantly – sales.
  • πŸ“ˆ Competitive advantage: Our team have been trained to find ads and bids that maximise engagement while minimising spend. Oftentimes, big agencies are too busy to target the smaller keywords with great ROI, and that’s where SMEs can move in and take them!

Why businesses like yours work so well with Add People.

Well, it’s because we work with Mike, not Nike.

This means that we’ve built products & services that work for small to medium-sized businesses, where your return on investment always matters. We know what’s important to you, and that makes it important to us. What are some other reasons companies like working with us?

βœ“Β  Many products offer a dedicated account manager

βœ“Β  We spend thousands on the best quality tools, so you don’t have toΒ 

βœ“Β  Over 20 years of experience growing businesses like yours

βœ“Β Β We understand the pressures of being an SME

Click here if you’re a small business that wants to make it big.

A look at how our welcome process works

While the exact details might change depending on which team you work with, this is what the process typically looks like!

1) Fill in the form below or click here.

2) Within 48 hours, our team will be in touch.

3) We’ll discuss what works best for you and our growth strategy.Β 

4) If you’re happy with our plans, we sign on the dotted line.

5) Finally, for the fun part – we deliver the work!

It all starts by clicking here.

Frequently Asked Questions:

Do I need to be based in Manchester or England to work with you?

Absolutely not. While we love it when clients pop in for a cup of tea to discuss strategy, we also have many clients abroad; from as close as Ireland, to as far as South Africa and America. Digital marketing is all online, so our communications can be all online too. Even if our timezones don’t match up, we’re happy to pull a few late days to make sure we can speak to you.Β 

What makes Add People different?

There are many digital marketing agencies that focus on bringing in household clients for huge paydays. Not us. We instead found our calling in helping SMEs grow, and have honed our tools, staff and values around that.Β 

When we’ve been thanked by a client because our campaigns mean they can send their child to university, the idea of helping a multi-billion pound company make a few extra quid loses some of its appeal. We want to help small businesses, family businesses, businesses with over 50 heads that still feel like a family business; it’s what drives our team.

What does that mean for you? You get a streamlined service that is designed to maximise your value for money, along with a team that is driven by getting results for its clients.Β 

How does payment work?

For most products, you will pay monthly for the number of hours you need and the ad budget you require. The benefit of a large digital marketing agency like ours is that, even if you just sign up for PPC initially, you can easily add SEO to your package if you’re interested (or vice versa).

What does your reporting look like and how often is it?

Depending on what service you go with, you’ll typically get updates over the phone and email once a month, with contact in between as often as you like.

We’ll discuss how our marketing efforts are going; the wins, the losses (transparency is important to us) then we look ahead at what’s next. It’s all delivered in a way that isn’t meant to confuse you. What we’re doing is complicated, yes, but our customer service team are trained in making the complex sound approachable. We’re the marketing experts, you shouldn’t need to be.

What is the best form of advertising for a lawyer?

It doesn’t have to be about picking one basket and putting all your eggs in that. Traditional and physical marketing has its upsides, just like it has its downsides.

Online marketing for lawyers and law firms, though, is important for the same reason it is for accountants to zoo directors, or advertisers to Zumba instructors; because everyone is online.

If everyone is online, then your target audience is online, too. You’ll struggle to find a field where the audience can’t be targeted with digital marketing.

What kind of advertising do lawyers most commonly use?

Lawyers in different fields will use different techniques. For example, if they focus on a younger demographic, they’ll likely prioritise social media marketing and improving their online presence. If their target audience was for people in retirement, they may supplement their online advertising with physical media like direct mail campaigns.

Although, that isn’t a very practical answer. You’re probably looking for a list of different marketing techniques that lawyers use regardless of their target audience. Below are a few that we know are popular, with why they are:

  • Search engine optimisation: This is great for improving your online presence and visibility on search engines.
  • Social media marketing: By having up-to-date social media profiles and a frequent posting schedule, you can build relationships with your target audience where they spend their time; Twitter/X, Instagram, YouTube, LinkedIn, Facebook, etc.
  • Email marketing: If you have access to the emails of previous clients, this is an effective way of re-outreaching to them and maintaining relationships so if they need legal help again – you’re the first name that comes to mind.
  • Blog posts: Not only are these a great way of finding prospective clients by writing blog posts that address questions/issues they may have, posts are also a great way improve your online reputation without needing much of your marketing budget. For these, high-quality content is key for building trust in clients.
  • Pay per click: With some of the quickest return on investment in marketing today, PPC is an incredibly effective technique to get leads through the door as fast as possible.
  • Online reviews: Trust is incredibly important in the decision-making process and positive reviews are needed for people to convert. So, many lawyers and law practices are encouraging clients to leave reviews on the likes of Google or Trustpilot.

Our Partners

These are just some of the companies we’ve partnered with to help deliver a better digital marketing strategy and service for you:
Google Premier Partner Logo
Facebook Marketing Partner
Amazon Advertising logo

Get started with Add People

From dog walkers to dentists, and electricians to eCommerce sites, we’ve seen it all. Give us a call and see how our digital marketing experts can help to grow your business online.

08450 30 4444

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