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Let’s face the facts: it’s harder than ever for smaller law firms to stand out these days. With global mega-firms dominating and Brexit shaking things up, visibility is no longer a given. But reinforcing your online presence offers hope.

The right marketing strategy will get your firm noticed and help you cut through the crowded market noise.

Awareness and Visibility

For decision-makers, the first port of call during the buying process is a search engine. If your firm's not on page one, you're missing out big time. When you optimise your SEO approach to dominate the search results for your top practice areas and location, that web traffic turns into visible opportunities.

High Quality Leads

Forget cold calls. Well-planned online tactics will have prospects knocking on your door instead. Nurture visitors into clients with valuable content that speaks to their legal needs.

Targeted Audience Engagement

Not everyone in your audience is an ideal client. But through email marketing and social channels, you can segment your audience and target high quality leads with high chances of conversion, so you don’t waste your time by marketing to the wrong crowds.

Builds Trust and Credibility

Clients won't just take your word for it anymore - they'll judge you first based on your online reputation. Publishing valuable legal content shows deeper expertise and credibility so you stand out as a true thought leader.

Competitive Edge

With hundreds of law firms in the UK and most specialties overlapping, its difficult to stand out. The right marketing strategy will set you apart from other firms so clients choose you.

About Boss Digital

Digital marketing for law firms is highly competitive. If you want to stand out, you must bite the bullet and create a strategy designed to build online engagement and convert enquiries into leads.

Contact us to discover how our team of copywriters, designers, developers, and social media experts can help.

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key considerations

Law firm digital marketing is often uninspiring; but, on the plus side, that means there’s a huge opportunity for those that have clear and well-considered strategies. You can see our ultimate guide to marketing in the legal sector here.

Know your audience

Crafting solid marketing starts with understanding who you want to reach. Without locking down your ideal client, any strategy will just waste effort and money. Get stuck in to comprehensive market research to pinpoint exactly where your services bring maximum value. Only then can you set clear objectives and think of ways to reach those potential customers. 


Many law firms sabotage their own messaging by trying to appeal to everyone – and ending up appealing to no one. To stand out, you need to hone in on your ideal target audience and what matters most to them. Our research shows two key pillars for law firms that convert – commerciality and sector expertise. That means articulating the clear monetary value you provide. It also means talking your clients’ language – both legally and industry-wise – so prospects truly see you as an insider who gets their world. When you weave that relevant sector knowledge and commercial impact into a consistent brand identity, you’ll attract perfect-fit clients who want to pay you to solve their highly specific problems.


By building a content strategy that resonates with your target audience and partnering with key experts, your social media presence will become more engaging and effective. You’ll have valuable content that sets you apart from your competitors and fosters a strong community for your law firm.


Email marketing is an excellent strategy for targeted audience reach and engagement. Other than your website, your email list is the only other digital asset that you truly own, so you should invest time and resources accordingly.

Your email marketing strategy should include segmenting your email list to ensure you are targeting each segment of your audience with the right content. Increase open rates by demonstrating to your audience that your email contains something of value. You should run regular tests on the deliverability of your emails to make sure your emails are actually ending up in the inboxes of your target audience!


Most customers start their research in search engines, so an effective SEO strategy could be the difference between securing a lead or not. When it comes to search engines, you have two options: focus on dominating the local legal search market or target niche industries on a national level. No matter which approach you choose, ensure that you create rich landing pages that target specific key phrases, either geographical or industry-related, and include as much detail as possible.


In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity.


Frequently Asked Questions about Digital Marketing for Law Firms

Digital marketing levels the playing field for smaller law firms by expanding their reach to a broader audience online. With a well-executed strategy, smaller firms can build brand awareness, target specific niche markets, and showcase their expertise to compete with larger firms.

Absolutely! Social media platforms allow law firms to build brand awareness and visibility, expand their reach, generate quality leads and establish thought leadership within the legal industry. You should use social media to share valuable content, showcase expertise, promote case studies, and interact with your audience.

Key performance indicators (KPIs) should be established to monitor and evaluate the effectiveness of different campaigns. Common KPIs for law firms include website traffic, lead conversion rates, organic search rankings, social media engagement, and email open rates. Analysing these metrics regularly helps identify what’s working and what needs improvement, so you can adjust strategies accordingly.

You should focus on regularly producing informative and valuable content, such as blog posts, articles, ebooks, webinars and educational videos to establish your expertise, build credibility, and boost SEO.

You should invest time into creating client case studies and testimonials to showcase real-life success stories and positive client experiences. You should also consider partnering with key influencers in your industry who can vouch for your firm’s credibility.

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