What is Legal Marketing?
TL;DR
Marketing for law firms and attorneys, including Search Engine Optimization, ads, and content. Legal marketing must comply with bar association advertising rules that vary by state. It's a YMYL category requiring E-E-A-T demonstration. See also Attorney Advertising for specific regulations around advertising claims.
On this page
Frequently Asked Questions About Legal Marketing
What makes legal marketing challenging?
State bar advertising rules, high competition (especially for personal injury), YMYL content requirements, and high cost-per-click in legal advertising. Plus, legal decisions are high-stakes so clients research extensively before choosing an attorney.
How do bar advertising rules affect SEO?
Content must comply with bar rules, no false claims, potentially required disclaimers, restrictions on 'specialist' claims in some states. Review your state's rules carefully. What's allowed in Texas may be prohibited in New York.
Is pay-per-click worth it for law firms?
It can be, but costs are extreme. Personal injury keywords can exceed $100/click. ROI depends on case values, if one case is worth $50K, spending $5K to acquire it makes sense. Track conversions carefully and calculate true cost per client.
What content works for law firm SEO?
Practice area pages, case results (without confidentiality violations), attorney profiles demonstrating credentials, educational content about legal processes, and FAQs addressing common client questions. Location pages for each service area.
How important are reviews for law firms?
Very important. Prospective clients read reviews carefully given the high stakes. Actively request reviews from satisfied clients. Respond professionally to negative reviews without violating confidentiality. Many firms offer incentives for reviews (where bar rules allow).
Terms Related to Legal Marketing
Attorney Advertising
Specific regulations governing how lawyers can advertise, set by state bar associations. Rules vary widely, some states...
Read definition SEOE-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is Google's framework for evaluatin...
Read definition IndustryYMYL
"Your Money or Your Life", Google's designation for content that could significantly impact health, finances, safety, or...
Read definition IndustryContractor Marketing
Marketing specifically for construction contractors, remodelers, and home improvement businesses. Focuses on Local Seo,...
Read definition IndustryHIPAA Compliance
Legal requirements for protecting patient health information that affect websites, forms, and digital marketing for heal...
Read definition IndustryHome Services SEO
Local-seo strategies for contractors, plumbers, HVAC technicians, electricians, and similar service providers. Character...
Read definition