Cardinal’s Digital Marketing Blog

Innovative law firm marketing strategies and ideas that accelerate growth.

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How to Optimize Your Law Firm’s FAQ Page

Having a frequently asked question (FAQs) page up on your website sets the tone that you’re a helpful resource. By anticipating and answering your potential clients’ questions, you build up a relationship of trust. You set the potential client’s expectations by delivering transparent, factual answers. You become a voice of expertise as you relieve their anxiety (assuming they’re frantically searching the web with a lap full of legal papers).

How to Become a Legal Thought Leader

Professionals in the legal industry are sitting on the marketing golden ticket, and most of them don’t even know it. Legal firm marketing faces several challenges in the 21st century. Their trade has a negative reputation among the general public, and clients who have to pick a lawyer generally play phone-book roulette and go with the first attorney who returns their call. A narrow set of specialties aggressively markets to the public, such as the accident settlement and debt consolidation niches, but the rest might as well be faceless as far as the public is concerned.

Top Legal Marketing Trends to Watch in 2021

Deep breath, everyone. Despite the COVID-19 outbreak and the widespread economic downturn, the legal industry is not collapsing. The need for quality legal services is as diverse as ever. It’s not going anywhere. In fact, research from McKinsey shows that law firms have been particularly well suited to “weather” economic downturns throughout recent history.

Building a Digital Marketing Strategy Beyond Your Law Firm’s Website

There is more to digital marketing for a law firm than just having a website. Your website is still a central function of your online marketing efforts. When you first launch your website, you might have a home page, a few pages dedicated to your services or products, an about page, and a contact page with a form for new leads to contact you and set up an appointment. That’s a good start, but if people aren’t able to find your site, you won’t get the traffic flow needed to sustain a business. That’s where search engine optimization (SEO) comes in.

7 Proven PPC Best Practices for Winning More Legal Clients

The one thing you’ll need to help snag some of these anticipated clients is some proactive digital marketing. That’s where we’re coming in. Perhaps you’ve already dipped a toe into pay-per-click (PPC) advertising on the Google Ads network. We’re assuming you’re familiar with the benefits of digital marketing strategies for law firms as opposed to the old-school world of Yellow Pages and billboards.

Easy Link Building Strategies for Law Firms

Today we’d like to talk to you legal eagles about backlinks. A backlink is simply a link back to your website—the digital front door of your business. Backlinks are a good thing to have for several reasons:

They help clients find you
They increase your site’s authority
They boost your Google ranking
Anchor text in a backlink can help define your site to search engines

How Podcasts Can Benefit Your Law Firm

We have to say it again: we miss Marshall McLuhan. His insights into how media, culture, and society all shape each other were intrinsic for navigating the dawn of 24/7 TV broadcasting in the mid-20th century. Marshall McLuhan would have had a field day with the Internet as it stands today.

How to Use Local SEO to Attract More Legal Clients

Up until just recently, the place you would look to find a local business is the phone book. Phone companies fought hard at the beginning of the 21st century to keep publishing a big yellow phone book, as the Internet basically replaced that function. As recently as the 2010s, phone companies are just beginning to shut off the automatic delivery of a printed phone book.

Legal Advertising: Traditional versus Digital Strategies

Hang onto your hat, because we’re going to explore the wild and wacky world of personal injury lawyer advertising. First, we’ll explore some of the traditional legal advertising methods that law firms have employed—then we’ll dive into the world of digital advertising.

How to Define Your Law Firm’s Brand

In our legal marketing section, we’ve talked a great deal about the mechanics and logistics of marketing for legal firms. We’ve gone over technology, talked about how Google indexes websites, brought up things like directory listings, and the importance of getting good reviews.

Post-COVID-19 Legal Marketing Playbook

This is a time in history where the old saying is especially true: “tough times don’t last, but tough people do.” We can make the same observation that “tough businesses” last as well. We’re at a point now where business is in “survival of the fittest” mode. Being fit right now doesn’t necessarily entail being the biggest or richest, but being the most creative and nimblest in adapting business strategies to this new environment.

5 Examples of Effective Legal Blogs

It’s surprising how many good legal blogs there are out there. Lawyers are one of the few professions where good writing seems to occur naturally.

Now, if you tell your legal staff that, they’re likely to look around going “What, me, a writer?” But it’s true; the level of literary skills necessary to practice law puts you ahead of many professions out there. Lawyers spend a lot of their time thinking about the correct, precise way to say things, which is the foundation of legal English semantics. It also happens to make for educational, informative content.

Top Questions Clients Ask When Searching for a Law Firm

The American Bar Association’s Legal Technology Resource Center argues a strong case for the importance of digital marketing in its Legal Technology Survey Report. In a survey of 2,000 participants, the results show a surprising apathy on the part of law firms regarding digital marketing.

Conquer Local SEO for Your Law Firm with These 5 Free Tools

Keeping up with the latest and greatest SEO trends is an impossibility unless SEO is your job. But it’s not. You run a law firm. You’re busy with clients, cases, managing staff and growing your firm; you can’t honestly be expected to keep tabs on every announcement coming out of the Google camp.

And while there are scores of tactics and strategies out there that can help your firm boost its online rankings, one of the most important areas for your firm to concentrate on is becoming king of your local SEO market.

Make Ads that Positively Build Your Law Firm’s Branding

It’s no secret that advertisements aren’t wholly trusted by the folks who view them. To make matters worse, many people don’t initially trust lawyers or law firms. When you combine those two elements together – ads for law firms – what you get is an end product that will struggle to build trust with your prospective clients. But all is not lost. There are ways for your law firm to use paid ads online and in social media effectively so that your prospects are left with a positive impression of you and your practice.

Law Firm Blunders – How to Avoid a Disaster with Your Marketing Efforts

Somewhere along the line you’ve likely heard that content is king. If you want to rank high on Google, if you want to build your reputation, if you want to convert leads into clients, you have to create content. But while there is some truth to this adage, it’s worth remembering another famous saying: live by the sword, die by the sword. There is no such thing as risk-free marketing. When you produce your own content, you put you and your law firm at risk of ridicule, backlash, or far worse.

Use Lead Magnet Offers to Grow Your Law Firm’s List of Prospects

There are a variety of ways in which a website visitor can become your client. But one thing to be clear is even if your website enjoys a fair amount of traffic, that doesn’t mean all those visitors will call for a consultation or fill out a contact form. In order to bridge the gap between stranger and lead, you need to motivate your web visitors to offer up their contact information. You need to quickly nurture a relationship with these visitors and build a level of trust where an exchange of personal information seems a natural “next step.”

Using Call Tracking to Refine Your Law Firm’s Marketing Strategy

Depending on the current marketing strategies for your law firm, you might have folks who converted into leads after seeing a billboard, hearing a radio ad, listening to a friend, or reading one of your posts online. Many, in fact, needed a combination of interactions with your brand name before they were ready to convert. […]

Marketing for Lawyers – A How-To for Your Google My Business Page

There are dozens of components that make up a solid SEO strategy for a law firm, but perhaps one of the easiest – yet most important – steps you can take is to set up your Google My Business page. This free service by Google helps propel your law firm’s presence with digital marketing on […]

How Lawyers Can Use the Avvo Directory to Build their Client Base

Seattle-based Avvo was launched by lawyer Mark Britton as a way to help folks easily and quickly find a lawyer. Users hop onto Avvo and, voila, they gain instant access to a ton of information that helps them make the right legal choice for their needs. All attorneys who use Avvo are assigned a rating, […]

A Lawyer’s Guide to Reputation Management

In fact, statistics from BrightLocal show that: 80% of consumers trust online reviews as much as personal recommendations 60% of consumers need to read four or more reviews to perform an opinion Nearly half of all prospective clients say a lawyer’s reputation matters Is online reputation hurting or helping your law firm’s digital marketing strategy? […]

SEO Briefs: How Lawyers and Law Firms Can Rank High on Google

Making sure your law firm is easily found online should be one of your biggest areas of focus for your marketing efforts. But that’s certainly easier said than done. While most lawyers and firms inch their way up Google’s results’ pages through paid advertising, there’s only so much budget you’re willing to spend on ads. Factoring in that legal terms are among the most expensive keywords to bid on, you can see why so many lawyers look for other strategies to complement their paid ads. Enter search engine optimization (SEO).

Law Firm PR: Building Quality Links to Expand Your Reach

Sure, on-site SEO strategies (such as creating optimized content) helps Google know you offer something of value, but it can only take you so far. Offsite SEO, or link building, is Google’s way of ensuring that others agree that yes, your firm, and its website, is reputable and worth ranking high. Think of each link […]

Enhancing the Facebook Video Ad experience to grow your law firm’s reach

Fact: Facebook receives over 4 billion video views per day. Clearly, there’s a demand for videos in any legal marketing strategy, but today’s video ad experience is far from perfect. Whether it’s too many, or just poor quality, viewers of law firm video ads are often left underwhelmed, and frustrated, rather than forming positive associations […]

Digital Marketing Tips for Lawyers & Law Firms

But regardless of the complexity of digital marketing for law firms, one thing’s for certain: if you want your law firm to get more traffic, leads and clients, then you need to build a solid online presence. How can you do that? Well, while we can (and do) drone on and on about the intricacies […]

Law Firm Marketing 101: 3 Tips to Lower Your PPC Costs

And that’s just Bing, which is typically less expensive than AdWords. On AdWords, it’s not uncommon to find law firms spending upwards of $50,000 per month on PPC. Paid advertising is an integral part of your law firm’s success, but there has to be a better way to market your message without spending tens of […]

4 Tips on How Twitter Can Become a Valuable Marketing Tool for Your Law Firm

Law firm marketing is key toward continuing your growth, but the last thing you want to do is come across pushy or sales-y. So, you turn to tried-and-true strategies like email (not to mention good ol’ traditional non-digital tactics). But how much consideration have you put into Twitter? If you’re like the majority of skilled […]

How Do People Find and Choose Lawyers?

So it makes perfect sense for you to know how and where 21st-century prospects find and choose their lawyers. Through our experience providing digital marketing services for law firms, as well as our own personal research, we’ve outlined below the top places your prospects turn to when looking to hire a lawyer. Friends remain on […]

The importance of social proof for your prospective clients

For starters, most people looking for a lawyer are likely doing so while in an agitated state. As important as lawyers are to both individuals and businesses, few people actually want to hire and work with a lawyer. More often than not, they find themselves in a position where they need a lawyer. This is […]

How to use a free download to grow your law firm’s client base

For your law firm, a conversion typically means getting a potential client to interact with your site, not just visit it. To this day, the single best tactic to convert and engage your web visitors is by offering a free content download. In exchange for this offering, your visitors will give out their name, email […]

Optimizing Your Legal Marketing for Google’s Quick Answer Box

Often, the box will pop up when someone Google’s a question that can be answered in a sentence or two. This box pulls content from a relevant site, then credits the source at the bottom. Since this answer is the first thing that a person with a legal dilemma will see, it can be in your […]

How to Win Free Advertising

While pay per click advertising can be a powerful tool for people promoting their legal practices online, it is not the only avenue available for promotion. You can get a better bang for your marketing buck by also investing heavily on earned traffic, as well. This can be a great tool since, for many, free promotion […]

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