As an attorney, marketing is a core component of growing your practice. Yet, how you market is a direct reflection on your reputation. For 2025, you need to focus on building your brand through effective marketing strategies that Google values. At the same time, you need a strong and effective strategy that’s consistent and responsive.
It takes time, but with Surefire Local, you’ll have the tools necessary to automate much of the process. That means you’ll be able to continue to market your practice effectively and still have time to handle the new influx of clients booking appointments.
2025 Marketing Strategies for Attorneys
Some things continue to be important for attorneys. Your practice must:
- Have a modernized website that’s easy to navigate
- Have a locally-focused keyword strategy
- Incorporate paid advertising strategies
- Build your reputation through a unified approach across all channels
- Showcase your expertise
Now that you know what’s going to be critical for marketing as a lawyer in 2025, the next step is to put together a marketing plan that accomplishes your goals. Here are some of the most important strategies for 2025.
Focus on E-E-A-T
Google expects you, as an attorney, to provide helpful, reliable, and people-first content. It judges how well you do that by applying the E-E-A-T methodology. Every page of your website must be able to meet these objectives:
- Experience: Demonstrate your experience in meeting the client’s needs. Years of service is one way to do so. You also need to specifically state what you do. If you are a personal injury attorney, for example, document the number of cases you’ve handled as well as the years of service negotiating the best outcomes.
- Expertise: Attorneys have expertise, and that means you need to demonstrate it in some way. Incorporate content on your website that demonstrates outcomes. For example, have you helped clients recover millions of dollars? Perhaps you helped a client beat a felony charge.
- Authoritativeness: What makes you an expert? For attorneys, this means communicating what you do, how you do it, and what the outcome is. At the same time, you need to ensure that other websites view you as an authority. Do you have links pointing to your site from other organizations? Listing directories can help, a link from your alma mater in a blog post on their site, or quotes on news websites can help.
- Trustworthiness: Demonstrate your trustworthiness in two key ways. Present highly accurate, usable information on your website. Incorporate reviews and client testimonials in the content you create.
E-E-A-T is critical to establishing your practice on Google. Once you start to get more traffic to your website, it is these core factors that turn visitors into leads.
Build Your Social Media Presence
Social media can be tricky for attorneys. While you need to use it, you must do so in a way that builds your reputation in a positive way. There’s a fine balance to meet in interacting with your clients and ensuring professionalism.
However, the use of social media as a component of your online marketing cannot be underestimated. People who need a family lawyer, for example, want to find someone they can trust online. They want to interact with your practice and get feedback from past clients. It is this information that’s going to ultimately help you get leads.
For 2025 marketing strategies for attorneys, focus on the following tips for building your social media presence:
- Establish on-brand profile pages on Facebook, Instagram, LinkedIn, and other social media sites you find important to your client base. TikTok is great for short videos to a younger audience. You may want to use YouTube as a way to demonstrate your expertise through educational content.
- Provide timely information people are looking for right now. For example, if it is approaching the end of the year or the start of a new one, estate planning attorneys can educate on updating wills and trusts.
- Create content that’s community specific. If there was a recent apartment complex fire in your community, use that content as a way to demonstrate the importance of working with a personal injury attorney afterwards.
- Follow the American Bar Association rules. You can’t provide legal advice online. However, you can offer insight to encourage a client to contact you. For example, if someone is asking about child custody laws, you can certainly offer insight into what those laws are. Then, follow up with a link to your site’s contact page.
- Respond to feedback. It is always important to create engagement. When someone leaves a comment on your social media pages, react to it, encourage them to take action, and thank them for the insight they provide.
These steps build your presence on social media. That’s going to translate into more leads to your website. It’s a critical component to building your reputation as well.
SEO Strategies for Lawyers in 2025
Search engine optimization is a very valuable tool for law firms looking to grow traffic to their website. SEO is the focus of using quality content alongside specific keywords that people are typing into the search engines to find the lawyer they need. Note the importance of quality content – that’s first in every way. Google will not rank your website towards the top of the search engine pages if you are using inaccurate, sales-like, or poorly created content. More so, it needs to be unique, targeted to your audience, and reputation-driven.
That’s quite a bit to focus on, but these steps can help you create content that’s exactly what you need it to be:
- Update your keywords: If you have not done so yet, now is the ideal time to refresh your keyword research. That’s going to ensure you’re using the most effective keywords for your specific client base.
- Update your practice pages: Ensure your practice pages create a holistic strategy for communicating what you do and how it benefits your clients. Be sure to use phrases, titles, and keywords on each practice page that people looking for those services are searching for online.
- Know your competitor’s keyword usage: Look for gaps in their keyword strategy that could help you get ahead in that area. At the same time, learn where there are opportunities for you to dominate even further.
- Enhance technical SEO: Ensure your website’s navigational tools, meta descriptions, and even image alt tags incorporate your keywords.
- Optimize your headings: Create optimized headings on your content pages to incorporate keywords.
- Build a blog: Google still requires consistent updates to your website to rank it in the search engines. For this reason, a blog is an excellent way to consistently add content that’s valuable to your readers and aids in search engine optimization.
These strategies give you the insight you need to build strong and consistent leads. Work to maintain your website with accurate and up-to-date content on a consistent basis.
Analyze and Learn from Successes
One of the most common missed components of building an effective legal strategy for your law firm practice is incorporating analytics. In short, you cannot know what is working, how well it is working, or if it is worth the investment of your time or money unless you have some insight from the data. Surefire Local can help you with this, but it’s critical to know the following:
- Target audience: You need a full demographic breakdown of who your most likely client is. That should consider their age and location, as well as factors like their pain points and what they need to hear to trust you with their needs.
- Ad performance: Most attorneys use some level of digital ad placement to help them achieve leads. If you are using them, you need to know how well your paid ads are working for you. Be sure you’re updating your analytics here, too.
- Industry data: Keyword rankings, trends, and competitors are changing all of the time. You need to have a way to maintain clarity here. If you do not know what consumers are looking for or what your competitors are doing to rank ahead of you in the search engines, you’re missing key leads.
When you have an optimized strategy that you continue to modify and flex over the course of the year, you remain at the top of your game. As an attorney, it’s not wise to just pump money into what you believe is important to your business. Instead, you want to ensure every dollar you are spending is producing the most ROI possible and reaching the most people who need your services.
Let Surefire Local Guide You to Effective Legal Marketing in 2025
Surefire Local gives you the tools to achieve a successful online campaign, build a brand-building website, and develop an affordable paid advertising strategy. As an all-in-one platform, it can tackle each of the previously mentioned marketing strategies for lawyers to create the quality leads you need to grow your practice.
To learn more about how Surefire Local actually works and how easily you can adapt it to your individual goals and strategies, request a demo.