Are you prepared to grow your law firm in 2022? If so, you have landed at the right place.  A recent study showed that 57% of consumers look for a lawyer on the internet, and 66% of solo attorneys do their own marketing. The reasons why law firms invest in online legal marketing are varied. So, what is your specific purpose for this year’s plan? Besides just winning clients, you must 

  • Establish an authority in your area
  • Make your firm a clear go-to for child custody rights
  • Build an online presence that is consistent with the firm’s real-world prestige
  • Generate more leads by engaging your website audience.
  • Attract new prospective clients in your area

So, in this article, we are going to show you the latest legal marketing technology trends that you can incorporate into your 2022 plan. Let’s get started.

Create a brand story

Most firms look alike. So, what makes you different so that people can choose you. Define what makes your firm unique and build an original brand story around it. And most importantly, your technique must be specific and something your clients actually care about. The first tool in any marketing is brand.  How do you want people to view your law firm? For legal marketing, your brand must convey value, trust, and quality in improving client’s life. The ultimate objective must be instant recognition and positive interaction. Make sure your brand reflects you and your personality. For example, pick aggressive representation for criminal defense, a caring and compassionate approach for family cases, no win- no fees, etc.  Once you’ve developed your brand, anyone developing marketing for your firm will understand where you’re coming from.

Demonstrate credibility, authority, and capability

A solid plan must have passive and active marketing technology trends. Your website builds credibility and authority for your firm. You can establish that by showing the awards, you have received, customer reviews, and other relevant things. Don’t be shy; highlight awards that gave you instant credibility in your field. Including text is great for SEO and makes it visually effective by including logos. When there are so many law firms online, you need to show your expertise. Break down what potential clients want to see on the law firm website. Showing off glowing reviews given to you by past clients. You can choose a separate page for testimonials on your homepage and ensure they stand out. 

Run an SEO campaign

SEO needs to be a prominent part of your legal marketing plan. 75% of people never go past the first result page, and search engine results recognize 93% of online businesses. So, in order to get traffic, you need to be seen on the search engine results pages (SERP). Some aspects like keyword research, optimizing images, professionally written titles, descriptions, and using a fast-hosting platform can improve SEO results. Take current marketing technology trends into consideration. From an SEO perspective, content is the king. The main objective behind writing content should be your topical authority in the practice area. Original and high-quality content that can answer questions of your target audience will help. In addition to that, link building is essential for improving rank. This is a primary ranking factor considered as “votes of confidence” by Google. Many strategies involve creating high-quality content, which is a good way to get backlinks. According to Bright Local’s Consumer Review Survey 2020, 93% of people find a local business through the internet. Law firms are no different; people search for businesses like yours. Improve your local SEO by building citations in top legal directories like Yellow Pages, Yelp,, and more. 

Run optimized Google Ads

Many law firms don’t know the concept of pay-per-click (PPC) advertising, and they waste money on ads that don’t produce results. Ad campaigns increasingly dominate the search results page and supplement organic traffic generated from SEO. In fact, Ads cover 85% of the space on the results page. The cause of failed PPC Ads can be an unoptimized campaign, using wrong keywords, and incomplete research. To solve this, define the search terms you want to target, create the right ads with relevant keywords, build a professional land page and constantly improve the ads using A/B testing. Every click costs money, and it can cost a lot if given to the wrong hands. All you need to do is

  • Focus on long-tail keywords
  • Target zip codes and postal codes
  • Adopt an effective bidding strategy
  • Use Dynamic Keyword Insertion
  • Test compelling messaging 

If you set up an ad campaign correctly today, you will get qualified to get new clients tomorrow. 

Create promotional videos

An important part of legal marketing strategy is video content. Law firms may struggle with it, but this trend is not going away any sooner. You have 53% more chances to feature on the first page of Google if you include video, according to Filmora. As videos build credibility trust, generate new leads and improve conversions. Focus on the latest marketing technology trends to attract new clients with video. Try to create video testimonials of your best clients that will build your brand’s authority and convince leads that you’re the right person for this job.

Host engaging webinars

Well these days, webinars are high on the radar of most law firms. Their increasing usage in other businesses posts COVID-19 pandemic has changed the trend. Law firms find engaging webinars an effective marketing practice for:

  • Starting conversations
  • Answering questions
  • Reaching prospects and new clients
  • Educating the audience
  • Improving existing client relationships
  • Generating engagement 
  • Building authority

Webinars are usually presented live and sometimes recorded for people who want to watch them later. 

Create practice area pages

They are essential for any law website. While building informative content should be a priority. Practice power pages provide in-depth information and create an experience for your firm. It causes your users to stop and engage. On top of that, Google loves these pages. You can:

  • Increase your website’s ranking dramatically for your target keywords. 
  • Demonstrate authority to build credibility and trust in your audience.
  • Generate more leads at a reduced cost
  • Grow click-through rates for your website 

Convert Visitors into Clients

All the marketing technology trends are great, but you need to have a way of closing the deal. Put in all the time and effort into your marketing plan and have a follow-through plan for potential clients who are interested in hiring you. Emphasis on the process, marketing is not a stagnant practice. You need to pay attention to your goals and see how your legal marketing plan affects them. 

Keep improving the calls-to-action plan and be readily available when people want to reach out to you. Consider syncing your website to a CRM to track leads and analyze your performance. Undoubtedly legal marketing is a marathon. You need a flow of people moving through so that fresh clients can also join. Keep in mind that your marketing efforts can attract the ideal clients you think would make a good fit for your practice.

So, wrapping up for today! Let us know your queries in the comment section.