With more than 70% of people turning to the internet to find and evaluate attorneys, law firms can no longer afford to overlook their digital presence as part of their overall marketing strategy. And to be successful, firms must embrace doing many digital tactics right, in the right order, with the right support.
Whether your firm is just beginning to build its online presence or ready to scale your marketing efforts, here’s what a complete digital strategy should include and how Legalfit helps law firms like yours put it all together.
1. Start With a Solid Foundation: Your Website
Your law firm’s website is your digital front door. It’s often the first impression a prospective client has of your firm, so it needs to do a lot of heavy lifting.
“When someone lands on your website, you want to make sure it's loading fast, it's ranking well on Google, it's accessible, and it's within bar compliance guidelines,” says Elyas Shaiwani, Vice President of Product at Legalfit.
Legalfit designs websites specifically for law firms, with built-in ADA and bar compliance, fast page speeds, and custom design that resonates with both your ideal client and Google’s search algorithm. You’ll have a clean, high-performance website that helps clients trust and contact you.
2. Optimize for Local Visibility
Once your site is built, local visibility is the next priority. Most prospective clients search for attorneys near them, which makes your Google Business Profile and directory listings critical.
A well-optimized business profile helps your firm show up in local search results and Google Maps. Even more important? It shows your reviews, which are often the top factor potential clients consider before reaching out.
“We use reviews as part of a broader SEO strategy,” explains Nolan Donovan, Legalfit Product Manager. “If your Google Business Profile is optimized, and you’re getting consistent five-star reviews, that’s going to help push your site up in search rankings.”
Legalfit helps law firms manage over 50 online directories to ensure name, address, and contact information is accurate everywhere. Tools in the platform also simplify the process of requesting and replying to reviews, which saves you time and effort.
3. Create Targeted, SEO-Driven Content
Content marketing and SEO work together to increase your visibility in organic search results. But not just any content will do. It needs to be strategic and tailored to your practice areas, target markets, and desired types of cases.
Legalfit’s content services start with understanding your goals, then building an SEO strategy around them. We write content that targets local keywords, answers common legal questions, and reflects your brand voice to drive long-term growth in the exact practice areas you want to build.
4. Maintain a Strong Social Media Presence
Think of your social profiles as a second website. They’re often one of the first things a prospective client sees after Googling your name or firm. If your profiles look outdated or inactive, it can send the wrong message about your firm.
“For small firms, social media is often underutilized. But it’s a great way to stay top of mind, build credibility, and reflect your firm’s personality,” says Alexis Coulston, Legalfit’s Marketing Services Strategist.
An active, branded social presence builds trust, boosts credibility, and helps legal consumers connect with your firm. Legalfit’s social media team creates platform-specific content tailored to your audience and practice areas, making sure your firm shows up consistently and professionally across Facebook, LinkedIn, and Instagram.
5. Build a Consistent Brand Across Channels
Effective branding is more than your logo and includes the impression your firm leaves at every touchpoint, from your website and business cards to your social posts and client communications.
“We work with firms to create a cohesive digital identity that includes logo, photography, colors, and messaging, so the brand feels consistent everywhere clients see it,” says Brian Bieschke, Legalfit’s Senior Director of Creative Services and Implementations.
Whether you’re a solo attorney or a multi-location practice, Legalfit ensures that your brand feels authentic and professional wherever prospective clients encounter it.
6. Manage and Enhance Your Online Reputation
In the age of Google, your reputation is public. Reviews influence not only whether clients choose you, but how well your firm ranks in search results. That makes reputation management an ongoing part of any law firm’s marketing strategy.
Legalfit helps firms actively manage their online reputations through tools that simplify review requests, track responses, and even suggest AI-generated replies. These tools make it easier to build trust, respond to feedback, and turn satisfied clients into powerful marketing assets.
Don’t Just Market. Market Strategically.
Too many firms treat marketing like a checklist: build a website, run some ads, and post occasionally on Facebook. But then they wonder why the results fall flat. The truth is that successful digital marketing is a system. Each component matters, and each should build on the last.
Jaxson Ratcliffe, Marketing Manager at Legalfit, sums it up: “Marketing success comes from treating everything as part of a system. Your website, your content, your reviews, and your ads all work together. And that’s what we help law firms do.”
At Legalfit, we’ve helped thousands of law firms grow their practices by doing marketing strategically, consistently, and with the legal industry in mind. If your firm is ready to take a more intentional approach to growth, we’re here to help.
Schedule a consultation to learn how Legalfit can support your firm's marketing strategy.
