Best Law Firm Marketing Tools in 2023

As more legal consumers turn to the Internet for choosing a law firm or seeking legal advice in the initial phase of their cases, online marketing becomes a critical aspect of running a law firm.

Different aspects of your marketing campaign require different types of tools. Potential clients may flow to your competitor’s doorstep without proper digital marketing. However, you can advance or keep pace with your competition by leveraging online marketing tools.

SEO Tools

One aspect of digital marketing is content marketing. Content marketing involves the creation of informational content (legal articles, in simple words) that will help you represent yourself or your firm as an authority in your area of law. Your audience may become clients through trustful, helpful, and unique content.

However, effective content marketing requires more than just writing and posting content on your website. You must ensure that your webpage and content are SEO-optimized to rank high in search engines. Here are some basic SEO tools that could help you prepare desirable content for your potential legal clients:

PPC Ads Optimization Tools

Generating organic leads for a new business in law can be a minor challenge. You may consider paid advertising and running a PPC (pay per click) campaign as one of the most effective options of paid ads.

Similar to content marketing, proper SEO can also benefit your paid advertising. You may use such PPC tools as Google Keyword, Planner, and Spyfu to start your marketing campaign.

Analytic Tools

Running an ad campaign is great, but monitoring the results of how well or poorly it is doing is better. Tracking your campaign’s performance helps you fine-tune it to ensure you get the expected results and identify areas where your revenue could go down the drain.

For example, if you identify a social media platform that doesn’t guarantee an excellent ROI, you may drop it and focus your revenue on the channels with better ROI.

Many marketers worldwide recommend using Google Analytics, Google Search Console, and Ahrefs.

Social Media Management (SMM) Tools

Social media is one of the best mechanisms to implement if you are serious about lead generation. Statistics show over 70 percent of all Americans are on one or more social media platforms, which is room for development in lead generation.

But managing your social media pages on your own can be challenging. To avoid breaking bones in the first place, you can try these commonly used social media marketing tools: Buffer, Hootsuite, Sprout, and Facebook Business.

Email Marketing Management Tools

Your email list can be your most effective source of law firm business if you manage it well. But it may be challenging to reply to every email personally. Plus, different clients will require other messaging.

Automating your email campaigns can help keep your client email list engaged with quality content. Legal marketers’ favorite email automation platforms are SharpSpring, HubSpot, and Filevine.

These tools do more than manage your email list. For example, you can use HubSpot for SMM and tracking your campaign’s performance.


Digital marketing is continuously evolving, and so are its tools. We always advise law firms on an S.W.S technique — Start with Strategy. Decide who your ideal legal client is, what digital platforms they use the most, and then what tools you can use to reach them better. And if you are still unsure of what that path looks like, there are many legal marketing firms that can help you create and manage a strategy with the proper online tools and achieve your goals. 

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Article by David Brenton

David Brenton is the President of BluShark Digital, a marketing firm that develops and implements cutting-edge digital marketing strategies to help businesses stand out online. David previously served as Chief Marketing Officer at Price Benowitz, LLP, a role that helped him realize the growing need to enhance law firms’ SEO and internet marketing strategies. Prior to starting BluShark, David also served as Client Intake Manager for Price Benowitz, which allowed him to gain a full understanding of the types of cases firms are seeking. After refining his SEO techniques, David launched BluShark Digital along with Seth Price. As President, David brings his passion for Search Engine Optimization to attorneys and businesses across the country to help build their brands online.

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