Law Firm
Marketing
Checklist
7 Essential Keywords Every Law Firm Should Rank For:
"[Practice area] lawyer - [your city]"
Primary local search terms for your main practice areas (personal injury, divorce, estate planning, etc.)
"Attorney near me [practice area]"
Captures mobile searches and local intent across all practice areas
"[Specific legal service] attorney [your city]"
Target specific services like "will preparation," "car accident," or "custody modification"
"Legal help [your city]"
Broader terms that capture clients unsure of their specific legal needs
"[your firm name]"
Brand protection to ensure you appear for searches of your firm name
"Free legal consultation [your city]"
Targets price-conscious clients seeking initial legal advice
5 Website Elements That Convert Visitors to Clients
Clear Value Proposition Above the Fold
Immediately communicate what makes your firm different and why clients should choose you over competitors
Prominent Contact Information & CTA
Display phone number, contact form, and "Free Consultation" button prominently on every page
Attorney Profiles with Trust Signals
Include professional photos, credentials, years of experience, notable cases, and bar admissions
Client Testimonials & Reviews
Feature authentic client feedback and Google reviews to build social proof and credibility
Mobile-Optimized Click-to-Call
Ensure phone numbers are clickable on mobile devices with large, prominent buttons
3 Social Media Strategies That Actually Work for Law Firms
Common PPC Mistakes That Waste 40% of Your Budget
Action Item:
Review your current marketing efforts against this checklist monthly and prioritize the unchecked items that align with your practice goals and budget.