Online marketing tools

Must-Have Marketing Tools for Lawyers (Part II)

This blog post further discusses the online marketing tools lawyers need for their websites and marketing campaigns. In this second installment, we’ll go over must-have tools, such as content marketing, webinars and podcasts, lead magnets, landing pages, video marketing, and reputation management. 

You need all or most of these tools if you want to ensure that your law firm continues to attract clients and to develop a reliable following online.

Content Marketing

Content marketing is one of the most important online marketing tools for attorneys. Content can be used to attract new clients, build relationships with existing clients, and improve search engine visibility.

When it comes to content marketing, there are a few key things to keep in mind:

  1. Quality is key. Your content should be well-written, informative, and accurate.
  2. Be strategic. Plan out your content strategy in advance so that you can ensure that your content is working towards your overall firm’s business goals.
  3. Promote your content. Make sure that your target audience is aware of your content by promoting it through social media, email marketing, and other media channels.
  4. Measure your results. Keep track of how your content is performing so that you can adjust your strategy as needed.

Webinars and Podcasts

Webinars and podcasts are two great ways to share information with potential clients and clients. By hosting a webinar, you can reach a wide audience and provide them with valuable information. 

Podcasts, on the other hand, offer a more personal touch. You can use podcasts to discuss your practice area, answer common questions, and give listeners an inside look at your firm.

Lead Magnets and Landing Pages

You have several different options for getting leads, but two of the most effective online tools are lead magnets and landing pages.

What are Lead Magnets?

Lead magnets are basically freebies that you offer potential clients in exchange for their contact information. They can be anything from e-books and white papers to checklists and templates.

What are Landing Pages?

Landing pages are single web pages that are designed to convert visitors into leads. They typically include a lead capture form and often have a strong call to action.

Both lead magnets and landing pages can be extremely effective at generating leads for your law firm. 

That leaves one question: Which one is the best to use?

It really depends on your goals and objectives. If you’re looking for quantity, then lead magnets are probably the way to go. They’re easy to create and you can distribute them widely.

If you’re looking for quality leads, then landing pages are probably a better option. They also tend to convert at a higher rate than lead magnets. However, they also take more time and effort to develop and produce.

Ultimately, it’s up to you to decide which approach is best for your law firm’s online marketing efforts. 

If you use both lead magnets and landing pages, you’ll be sure to generate plenty of high-quality leads for your business.

Attorney Client Matching Services

Client matching services provide yet another way for lawyers to connect with potential clients. These services typically work by allowing lawyers to create a profile. The platforms then match lawyers with clients who have similar needs.

To ensure success, you need to do your due diligence. That means it’s important to find a service that is both reputable and has a good track record of making matches.

Video Marketing

You cannot discuss online marketing tools for attorneys without including video marketing. Once you have a concept in mind, you can shoot a video, even on a budget. Today’s smartphones, with their high-resolution, high-definition features, make this possible.

Think about how you want to format your script. Will it be funny, informative, serious, or educational?. Your answer will depend on the type of law you practice and to whom you wish to convey your message. This is important to keep in mind in all your marketing efforts.

Reputation Management

To make sure your law firm continues to interact with people positively, you also need to have access to reputation management. Attorneys have their own special code of ethics to follow when responding to emails and interacting online. Therefore, it’s important to work with a digital marketing agency that understands these types of needs and professional requirements.

Consider this: Almost 70% of clients consider client comments as an important factor when considering a legal firm’s services. By using reputation management, you can resolve complaints or misunderstandings before they escalate. If you wish to attract more clients, improving your reputation offers a growth opportunity.


While there are many different marketing strategies that lawyers can use to attract new clients, it’s important to remember that not all of them will be effective. 

To succeed in digital marketing, an attorney needs to use the right marketing tools for their specific goals. By using a combination of SEO, social media, and other online marketing techniques, lawyers can reach a larger audience and get more clients quickly and effortlessly.

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