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The Digital PR agency for law firms
As a law firm, you can have the right content, the right website and the right results – but if you’re not getting seen by your potential clients, it could all be for nothing.
Digital PR is all about getting you seen online. Our expert team at Add People do this by building links to your website and building the reputation of your brand.
After all, you’re up against national firms with big budgets and local rivals that are snapping at your heels. You need something to help you build trust and stand out online, so you can win not just more clients, but the right clients. That’s where we come in.
So, what is Digital PR?
Digital PR is all about getting your law firm featured on high-quality websites, news outlets, and legal publications. The goal isn’t just to show off – it’s to build your authority in the eyes of both people and search engines.
The more your firm is talked about and linked to by credible sources, the more visible you become online.
That’s because trust is a hugely important ranking factor for search engines like Google, and the more websites that link to you, the more those search engines consider you trustworthy.
Think of a link as a recommendation from a friend. The more recommendations you get about a restaurant, the more likely you are to visit there. That’s exactly the logic these websites use; more links leads to more trust, which leads to higher rankings and even more traffic.
For legal businesses, that means something really simple: more clients.
So, what is Digital PR?
Digital PR is all about getting your law firm featured on high-quality websites, news outlets, and legal publications. The goal isn’t just to show off – it’s to build your authority in the eyes of both people and search engines.
The more your firm is talked about and linked to by credible sources, the more visible you become online.
That’s because trust is a hugely important ranking factor for search engines like Google, and the more websites that link to you, the more those search engines consider you trustworthy.
Think of a link as a recommendation from a friend. The more recommendations you get about a restaurant, the more likely you are to visit there. That’s exactly the logic these websites use; more links leads to more trust, which leads to higher rankings and even more traffic.
For legal businesses, that means something really simple: more clients.
Why legal businesses need Digital PR
Your potential clients are often searching for reassurance, clarity and confidence before they ever get in touch. Digital PR helps you meet them where they are and gives them a reason to choose you.
It’s not just about being seen, either. It’s about being seen in the right places. When your firm is featured in respected publications, legal blogs and industry news sites, it sends a clear signal that you’re credible and established.
That kind of recognition can give you an edge in a crowded market.
Legal services often rely on long-term relationships, too. A strong, consistent presence online makes you more memorable and more likely to be the firm people turn to when they need help, whether that’s today or months down the line.
Why law firms need an online PR company
Your potential clients are often searching for reassurance, clarity and confidence before they ever get in touch. Digital PR helps you meet them where they are and gives them a reason to choose you.
It’s not just about being seen, either. It’s about being seen in the right places. When your firm is featured in respected publications, legal blogs and industry news sites, it sends a clear signal that you’re credible and established.
That kind of recognition can give you an edge in a crowded market.
Legal services often rely on long-term relationships, too. A strong, consistent presence online makes you more memorable and more likely to be the firm people turn to when they need help, whether that’s today or months down the line.
Start capturing clients today
Start capturing clients today
What do our Digital PR services involve?
Our Digital PR service is designed to grow your reputation and boost your online presence in a way that works specifically for law firms, not just any business. Here’s what our team focuses on:
Expert commentary
We’ll help you share your expertise with national and local journalists looking for reliable, professional opinions on legal matters. This positions you as a trusted voice in your field, while putting your firm in front of people who need legal support and are actively looking for the right firm to help them.
Data-led stories
We help you create headlines, not just follow them. Using public data or insights from your own firm, we build credible, compelling stories that naturally attract media coverage and backlinks. These data studies can highlight trends in your area of practice, raise awareness about key legal issues and show your firm as one that knows what’s really going on.
Service-led PR
For many law firms, the challenge isn’t the quality of the service - it’s making sure people know it exists. We shine a light on the services you offer, from family law to conveyancing, by building campaigns that highlight your work and show potential clients exactly what you do, how you do it, and why they should trust you to help them.
Reactive PR (newsjacking)
Legal issues are constantly in the news, and timing is everything. When a legal story breaks, we move fast to get your firm involved in the conversation. Whether it’s a comment on a high-profile case or guidance on new legislation, we help you become the go-to expert that journalists trust and clients remember.
Local PR
Most law firms serve specific areas or regions and that’s where your name needs to be recognised. We help you get featured in regional news outlets and local business publications to build visibility and trust in the places your clients are based. Whether you’re aiming to grow in a single town or several cities, we make sure your firm gets seen by the right people.
Thought leadership
Legal clients want reassurance that they’re choosing a firm with genuine expertise. By regularly contributing insights, advice and commentary through Digital PR, we help you build a reputation as a thought leader in your field. Over time, this kind of visibility not only drives more traffic to your site, but strengthens your firm’s long-term credibility and brand.
Frequently asked questions about Digital PR
Not quite. Traditional PR focuses on newspapers, TV and radio. Digital PR still aims for media coverage, but the goal is more to earn links back to your website, helping your search engine rankings and online visibility.
Only if you want to. We’ll work with you to decide the level of involvement you’re comfortable with. Many campaigns run successfully using your expertise or firm data, without you ever having to do an interview – although enthusiasm always helps!
Most legal firms start to see improvements in rankings and traffic within 3–6 months. Like all good marketing – and SEO, which this can be considered – it builds over time and compounds.
Absolutely. In fact, digital PR can be a great ‘leveller’, helping smaller firms punch above their weight by getting featured in high-authority publications.
We tailor each campaign to your firm’s needs, so costs can vary. Get in touch and we’ll provide a clear plan and pricing with no obligation.
Ready for the next step?
Ready to get your firm seen, trusted, and chosen more often? Fill in the form below and our team will be in touch to talk about what Digital PR could do for your firm.
There’ll be no pressure to sign up because we know it can be a big step for a firm. However, like most big steps, it’s usually needed to see a big change. If that’s what you need – or even if you want some smaller wins from smaller budgets – then get in touch and let’s get talking.
Book your 15-minute call today
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