Online law firm marketing will get you potential clients – It’s a 100% win-win situation!

Digital Marketing Posted On: Jan 13, 2021

The cases are rising but Covid-19 won’t stop the judicious lawyer from getting those potential clients. When we say getting potential clients, we mean it for real.
( We lawyers just love playing with cases!!!…, oh but spare the Covid cases right now, lol )

Well, you might possibly think that lawyers and law firms don’t stand a chance for getting potential clients, ever since the herculean doors of coronavirus forbid lawyers from the privileged act of physical consultations. 

Heck no! –  and that’s the only way a lawyer can get his potential clients, right, by verbally engaging with the client and winning their trust? At least that’s what we’ve been doing as professional lawyers for the last, say what, a billion years…

But this is where Charles Darwin’s quote comes into play,
“It is not the strongest or the most intelligent who will survive, but those who can best manage change.”

Yes, and change is what we are witnessing right now. Without the advantage of a physical consultation, we need to open the doors to a new kind of consultation.

Law firm marketing has added a new dimension to its agenda. And very successful and competent lawyers who are giving it their all, are proving it’s turning out for the good.

So what is it these successful lawyers are doing that gets them their potential clients? Don’t be startled, it’s just something we all know, but we don’t use doubting that it will ever give us profitable results.

It’s undoubtedly what we’ve all come to know as 
“Online marketing for law firms.”

Before you get enticed about the results you can get from law firm digital marketing, let’s take a look at the statistics. Less words, but more results convey the truth for real.

The conveying results – statistics! Ever since law firms have been incorporating law firm internet marketing or law firm digital marketing into their marketing agenda, they’ve been witnessing tremendous results. The results could be in the form of getting potential clients, increasing their reputation online, and thus becoming the stalwart of people who are looking for someone to defend their case. Somebody to fight for them and somebody to bring justice.

Let’s take a look at some of the conveying results.

  • 70% of law firms have landed potential clients via their website and other social mediums. Most of those law firms that landed potential clients through their websites were small firms consisting of about 2-9 attorneys.
  • Law firms that used video marketing in their law firm digital marketing agenda reported an exponential increase in site traffic.
  • Law firms that took to social media channels such as Facebook,  Instagram, or Twitter in this pandemic time landed potential clients, through virtual consultations.
  • Advertising means such as podcasts, blogs, and other types of posts have been used by law firms to win potential clients by a margin of 200% in this week period.
  • Law firms that portrayed a great client-centric website with customer reviews and satisfaction ratings gave way to new clients.
  • Law firm internet marketing that focused on using specific CTA’s on their website that was user-friendly to potential clients made it used during this pandemic. 

    If there’s anything the year 2021 reinstigates, it’s online marketing.

For us lawyers, it’s online marketing for law firms. By creating a sound-proof strategy for our marketing of legal services, we can win potential clients who will love to have your clients defend their case. 

But before you take your law firm marketing online and focus on the essential elements that will boost your law firm digital marketing strategy, you need to understand the basic elements that will get you started and attract potential clients. 

Aren’t you excited? Let’s jump on!

Why should you invest in law firm digitalmarketing?

As a judicious and competent lawyer, and from all your experience of legal practice, you know that it is very important to ask yourself twice before you invest in something. 

Yes, you should be double sure of what you are doing and make sure that the direction you’re going in will give you 100% results. Well, at least a certain cut-off should be achieved.

The reason why online marketing for long firms is the way ahead is that 
“People are now online like never before….”

If you know that people are now online, it definitely means that your potential clients are also online. Well, the fact is that “96% of people who are seeking legal advice start online, out of which 86% of the people at least consult with three law firms before making the final decision.

Now, does that tell you why law firm internet marketing is so important to get potential clients? Unlike any other fancy ideas that your crazy marketer or a friend would tell you, online marketing of law firms will guarantee you instant and effective results.

Yes, people are all over looking for judicious attorneys online without having to physically consult them during these restricted times. That being said, there is also a growth outlook among people who are looking out for lawyers to fight their cases.

Let’s take a look at that growing outlook of your potential client’s mindset.

Trust and impression

The harder you judge these two qualities you will understand that they are making the cut-off for people ‘choosing a client’ Vs ‘not choosing a client’. Yes, the growing sense of the trust factor has arisen from the participation and competency of businesses, brands, and other services online. With customers getting to analyze, 

envision, and choose from multiple programs online, they only go for those programs or services that generate trust in them.

That’s why digital marketing for lawyers is so important. It helps you nail the ‘trust factor’ and attract potential clients through the inviting realms of your phenomenal and breathtaking website. It helps you create an impression that lasts on the mind of a potential client and forces them to contact you for a virtual consultation. 

Think about it? With all the technological updates and web design services available, you can literally attract every worth of your potential client by linking into their subconscious mind. You can genuinely use all the dynamo of law firm internet marketing to create a revolution and make a name for yourself in the big world.

Integrating digital marketing techniques into your plan of action!

Now that you know that online marketing for law firms is the way ahead, how do you integrate this into your lawyer online marketing? Yes, is it only about building a sound website? Can you just attract potential clients by having a strong social media presence? Do you have to seek the help of a law firm marketing agency to curate a marketing plan for you?

The answer is that there is a specific nature to which each individual law firm works. Understanding the personality of your law firm will go a long way ahead into making a great name in the digital world and attracting potential clients. 

What we mean by law firm personality is that there are key points that will distinguish you from your competitors and help you rank in Google’s SERPs and attract potential clients. Yes, understanding the specific nature and personality of your law firm will help you optimize your marketing of legal services.

That takes us to the most important section of this blog…

Next World branding ideas

Giving a unique tone and identity to your law firm website is a core component of law firm digital marketing. When a potential client visits your website they must be deceived by the visual outlook of your website. 

Yes. The more customer-centric your website is, the more chances for a virtual consultation. In fact, stats say that 94% of the impression factor is created by the visual appeal and design of your website. This is where you might require the help of a digital marketing agency to create a standout website that will speak to your client.

Expert digital marketing agencies that understand the principles of branding and law firm internet marketing will help you understand the voice and tonality of your law firm and help you build a sensational online presence. 

Take a look at West Coast Trial Lawyers firm’s homepage. Anybody from Los Angeles looking for an expert personal injury attorney, won’t have to look for the given the visual appeal of their page. 

A standout image of two lawyers, confidently appealing to the inner mind of the potential client as well as the reinvoking statement which says 
 “ Ranked #1, Personal injury firm, Los Angeles” 
give them the headway. 

You can also see that they have customized buttons on the website which help the clients to navigate through it easily. Yes, this is a successful case of online marketing for law firms.

You can also draw inspiration from other law firm websites. But when designing and branding your website you should make sure that there is a unique voice and tonality to it.

Become visible in Google’s SERP pages

Well, just because you build a standout website that speaks uniquely to your potential client, it doesn’t mean that your potential clients should find you.

Yes, all roads lead to Rome, but not necessarily for the people who are searching online for a potential lawyer. In this case, you need to make sure that the potential client is able to find and track you.

In other words, your website needs to be ranked on the homepage of Google’s SERP. There is no other way they are going to find you.  That’s another reason why you need to focus on digital marketing for lawyers.

This is where you already know or probably heard of, the highly esteemed digital marketing service, that is (SEO Search Engine Optimisation). 

Highly optimized SEO website

SEO or Search Engine Optimisation basically means, optimizing your website so that it ranks organically in Google’s search engine result pages. So whenever relevant or potential clients type a specific keyword such as, “best law firms near me,”  your law firm website will appear on Google’s homepage if it is highly SEO optimized.

That is why you need to focus on SEO for your marketing of legal services. Online marketing for law firms or law firm marketing won’t stand a chance without highly optimized SEO tactics. 

An expert digital marketing agency will optimize your website for highly accredited SEO tactics. By conducting an SEO audit of your website, they will be able to tell you, what you need to focus on to rank organically on Google. 

This is primarily achieved by targeting high-value keywords that appeal to your services and law firm digital marketing. You will have to create a foundational content strategy, that depicts the content flow of your website.

Your website should be then optimized with primary, secondary, and tertiary keywords that target different types of keywords for different content pages. 

You will also need to get backlinks from other authoritative websites. Getting backlinks from authoritative websites helps Google understand that your law firm agency is a reputable and trusted one, thus ranking you above your competitors.

There is yet another way to rank in Google…

Targeted PPC ads

PPC ads are basically search engine ads that appear on a user’s search engine page when he or she types a specific keyword. The only difference between SEO and PPC is that you pay Google a small fee every time a user clicks your ad. By highly optimizing your PPC campaigns, you can boost your law firm digital marketing strategy as PPC ads directly target your potential clients.

The potential client who searches for a specific keyword such as ‘best Personal injury attorney near me,” is in dire need of an attorney at that very moment. Instead of clicking on a law firm website, they might just prefer clicking on an ad that directly says that your law firm is reputable. 

With PPC, the advantage is that your law firm can instantly rank on the SERP pages if the keywords are specifically targeted. You can achieve this with the expertise of a digital marketing agency.

Make it a point to include PPC in all your law firm internet marketing campaigns. A well-devised PPC campaign and highly optimized SEO strategy will work hand in hand to get your law firm website visible to potential clients.

Generating authenticity online

Ok! So now that we have a great website and we are visible online,  does that mean your law firm website will be chosen over others?

Well, that’s a question to ponder.

Think of it this way. You’ve probably used Amazon to buy most of your products. So how do you choose which products to buy? You will scroll through the individual products, pertaining to different brands and there is one thing you will definitely check.

Yes, we have all done it and we all know what it is. 

It’s checking the previous customer satisfaction ratings. It gives us a lot of confidence when we know that somebody has liked a certain product, or mentioned a comment about it. 

When it comes to digital marketing for lawyers, that’s exactly what you should be looking to do. Unlike any other service, there’s a lot of trust and reliability that comes into play when clients are looking for genuine and reputable attorneys, law firms. 

ORM or Online reputation management is an integral component of law firm marketing. Managing the reputation of your law firm among potential clients will win you their respect and also eventually get you new clients. That is why you need to start collecting positive feedback from the clients that you’ve already worked with and won the case for. In doing so, you will be able to generate trust and reliability in the clients that are scrolling through your website.

Google also accredits your identity on its platform when clients attribute to your law firm with positive responses, feedback, and testimonials. It helps your law firm gain authenticity on Google and rank organically when people search for specific keywords. 

An expert digital marketing agency will implement a law firm digital marketing plan, wherein managing your clients, getting client feedback, and boosting your business website with authoritative, reviews and ratings will be taken care of.

Rule it when it comes to –  Social media!

You can manage to sleep off when a potential client drops by your law firm. But never think of keeping your social media platform stagnant, as it can literally be the centre stage for getting clients. 

Yes, you heard that right. Potential clients are all over social media platforms, and you must dismissively look to win their attention by creating noise. 

According to a report conducted by the American Bar Association (ABA), it is said that… 

“76 % of the 4000 law firms enlisted in the association had an active social media presence.”

Now do you reckon how potentially important social media is for law firms? It is the central hub to implement digital marketing for lawyers. Yes, lawyers and law firms need to look to upgrade their social media presence when going forth with law firm internet marketing.

It’s about ruling the stage across all social media platforms such as Facebook, Instagram, Twitter, Pinterest, LinkedIn, and other platforms that can serve as customer sites for marketing your law firm.

The surprising result that you get from social media unlike any other medium is that it creates a lot of noise. If the content, video, or any other information is relevant to the user who is going through your social channel, they will spread the news to their friends.

Ultimately, the likes, shares, and comments that you get on your page will bring in a lot of people, among which your potential clients could contact your law firm for legal services. 

They won’t have to look for secondary approval as people have already placed their trust in you through their likes, shares, and comments.

They will just call your law firm and get an appropriate lawyer to win their case. That’s how impactful online marketing of law firms could be through social media. 

If you take a look at the stats, out of the 4000 law firms in the ABA that implemented law firm digital marketing 42% of firms, consisting of only 2-9 attorneys, got potential clients only via social media channels. 

That tells you about the kind of results you can get from social media digital marketing for lawyers. But it boils down to the kind of content and information you are generating on social media channels. 

You need to create content that your target audience will be interested in reading about. You can involve excerpts of your blog posts, such as “How child custody is determined?” You need to consistently create posts that are trending, legitimate and provide the solution for your potential client. This way they will feel that you are the best law firm to approach.

Virtual Vibes

Your moral client should feel the urge to take their smartphone and dial your law firm’s contact number just by having heard you speak on a small video section. 

Yeah! You need to create a magnetic pull that draws your potential client, somehow just like magic, swayed by the authentic power of your virtual prowess.
“You Got To Tell Your Legal Services, Not Sell!!!!!”

That is why you need to focus on creating a virtual aura where a potential client gets to know, hear, and feel you so that they can make a decision based on clear-cut convictions.

What’s better when you have gigantic video streaming platforms such as YouTube and Google podcasts today, where millions of viewers are haplessing watching videos to flush time. They give you the option of bringing your online marketing for law firms alive and into reality, also helping the client to make a responsive decision. 

Since it’s not possible for most clients to physically travel and meet a lawyer as a result of covid-19 restrictions, video streaming platforms are a great alternative to create the space for initial discussions.

When you adopt video marketing strategies into your marketing of legal services and law firm marketing, you need to only play the essentials. You need to respond to critical questions that may trigger a client into signing a deal with your firm, videos that will inform them on various law related matters, and other information that can effectively attract their imagination. 

To take your law firm digital marketingone step ahead, you need to essentially integrate your videos and YouTube demonstrations on your website. 

 “Law firm websites that integrate YouTube into their  website  get potential clients as it enhances understandability,  authenticity, and genuinity of your legal services.”

When people are able to get an understanding for real, whom they are going to deal with, they will be able to make an authentic decision. Yes, creating and spreading virtual vibes can also invite the invaluable dominance of artificial intelligence and augmented reality in making your website come to life. 

Integration of latest technologies on your website make the user understand that you are current, updated with trends, and above your competitors. That’s why it’s very important to take your marketing of legal services into the virtual dimension.

Mission accomplished!

Well, here you are at the end of the blog, having known about all the profitable law firm digital marketing trends that will take your law firm marketing to the next level in 2021. Now, you need to connect with an expert digital marketing agency that will provide you these services in one go.

You don’t have to look further when it comes to online marketing for law firms. Atop Digital is here to strategize everything regarding your law firm internet marketing and get those potential clients for you.

It’s mission accomplished when you have Atop Digital with you! 

Reach out to us now…

Hotel digital marketing will take your SMB to the next level in 2021!

Digital Marketing Posted On: Jan 8, 2021

Do you know that more than 65% of people make their hotel bookings online?

Yes, it’s more about online brand presence these days. The modern traveler seems to have taken an extra liking towards those hotels that have great visual representations of their hotel amenities, reviews, and ratings enlisted on their website. 

The hotels and lodging businesses that are able to portray a wonderful online presence are making it huge. Now everything from trust, reliance, and customer satisfaction begins from a strong digital presence. 

But that’s not just it. 

Whether your small and medium-sized hotel is a boutique hotel, resort hotel, or a garden hotel, you will need to properly segment and know your audience before reaching out to them and marketing your hotel. 

There should be some mechanism in place that takes complete control of your online presence, online reputation, bookings, branding, paid ads, email marketing, and especially social media marketing. 

How do you accomplish all these tasks? 

Don’t worry! 

All you need is the best hotel digital marketing agency that will work out the best hotel digital marketing strategy for you. 

In this blog, you will read everything you need to know about why hotel internet marketing is the most resourceful tool that you can use to market your brand and reach out to your audience.

Let’s get to the matter, right away

The waking scenario! 

The prime reason why you should focus on hotel digital marketing is the fact that people are using digital channels to do their hotel bookings and research their travel destinations today. 

People want to see and get a first-hand experience before they book a hotel. They want to know the amenities your hotel provides, the beauty of your location, and the activities that take place in your hotel that will make their stay convenient and comfortable.


They also want to know the previous customer satisfaction ratings, reviews, and other factors that will help them decide which hotel to choose from. All of this which you cannot accomplish without hotel online marketing.

This means that if you are not available online and if you don’t have a strong digital presence, your target customers will have no other option but to do the bookings at other hotels that showcase a strong digital presence. By focusing on hotel internet marketing, you can stay ahead of your competitors, by looking at the strategies they are using and implementing better strategies.

Why hotel digital marketing is the go-to optionfor your SMB in 2021?

One of the first things that you learn about running a small hotel business is that there are so many aspects to it. At first, you might think that spreading awareness about your newly established hotel business is the only prior task. After some quality time of knowing how the industry works, you understand that retaining customers becomes equally important.


That’s where the need for hotel online marketing comes. When you build your market presence online with sound customer satisfaction ratings on your website, people will automatically associate your hotel as a custom travel destination. You will not only reach out to your target audience but also retain them. Another reason why you need hotel internet marketing is that you have to maintain the costs of a rising business while adding qualitative features that will enhance your small scale hotel business. The experience and expertise of a hotel digital marketing agency will build a soundproof strategy that will minimise the cost and maximize the performance of your hotel.

What can you achieve with a hotel digitalmarketing agency?

Now let’s take a look at what exactly you can achieve from hotel online marketing. The experience and skill of a hotel digital marketing agency can get you results quickly within no time.

1. Reach out to your target audience.

The first and foremost parameter of any rising small business is to get customers. Once you start attracting customers, you can then proceed to think of sales and revenue. 

Not just any person who is in search of a hotel, you need to reach out to your target customers, but those who will be interested in your type of hotel accommodation.


The expertise of a hotel digital marketing agency will help you to segment the audience type that is profitable for your hotel venture. Depending on the kind of hotel you own, they will figure out a hotel digital marketing plan that will cater to your audience. 

With the tools available for hotel internet marketing, the agency will directly reach out to your target audience via different platforms. That takes us to the one and only formidable advantage of hotel online marketing.

2. Build a strong online presence

Do you know that, oftentimes, hotel businesses that have great holiday destinations do not get sufficient number of bookings because they don’t have an identity online?

Yes, you heard that right!

It’s not only about your small scale hotel business having an online presence. Your hotel must reflect an individual personality that speaks to the hearts of customers when they scroll through your website. This is accomplished with hotel internet advertising. They should feel comfortable with the aesthetics, visuals, and graphic representations of your hotel featured on your website.


Consider going through Grand America hotel’s website. You will immediately be attracted by the colourful pictures of the hotel and the authentic ratings and reviews that make its presence genuine. It tells volumes about their hotel internet marketing

Giving a voice and identity to your hotel business online requires a great understanding of what your hotel business is about and the audience to cater to. 

An expert hotel marketing agency will give a voice/branding to your hotel business. They will help you differentiate between your competitors and build a great brand.

3. Landing up on the homepage of Google

Ok! Now we know how important it is to have a unique branding presence for your hotel business. The next question is, how do customers understand that you exist and how can they find you?

Yes, this is where the massive application of hotel internet advertising comes into play. With the help of a well devised SEO (Search Engine Optimisation) strategy, your hotel will slowly become visible on the homepage of the search results where custom users search on specific keywords. Hotel online marketing via SEO will give you a huge turnaround in customer visits.

For instance, if a customer searches for the phrase ‘Best Boutique Hotel in Houston,’ your website that is SEO optimised will appear on the homepage of Google where the user will be able to view your hotel’s features.


Well, this takes the expertise and experience of a hotel digital marketing agency to come up with the best SEO strategy and keyword strategy to make your website rank on Google’s homepage. 

By targeting specific keywords on your website page,  your website will eventually appear in the homepage of Google, thus reaching out to potential customers. That is why hotel online marketing is so important for a prosperous business today.

4. Laser eye targeting via PPC ads

If SEO can help you organically appear on Google’s homepage, then PPC is a means of hotel online marketing that will help your website appear on the homepage when you pay Google a small fee to do so. 

Yes, PPC or pay-per-click advertising is a form of ads that directly target your customers via Google’s SERPs and generate more bookings on your website. The conversion rates that you get via PPC is the fastest as it directly appeals to the searchers needs. 

A user that is searching for a specific keyword such as ‘best small hotels in Houston,’ will click on your ad only if he/she genuinely wants to plan his hotel destination. This way, only those people who genuinely want to visit your hotel will click on the PPC ad. 

Thus, through this form of hotel internet marketing, you get customers who directly convert to the bottom of the funnel. A PPC campaign gives you the provision to focus on a group of keywords that your ideal customer is searching for, so that you rank for that keyword and the customer clicks in.


Every time a customer clicks your ad you pay a small fee to Google.  When compared to the profit that you get from a user clicking your ad and eventually visiting your hotel for their stay, the fee you pay to Google is extremely small. 

The biggest advantage of using PPC ads is that you get instant results. Organically ranking your website via SEO takes six to eight months of time. But a well devised PPC campaign will get you results within weeks. That is why you need to hire a hotel digital marketing agency to do your PPC marketing which comes under hotel online marketing. 

They will segment keyword types based on demographics, time, nature of product or service, and other factors. If one PPC campaign does not work, they will effectively try out various campaigns and ‘keyword groupings’ so that your website eventually appears on Google’s SERPs right above the organic listed websites.

5. Consistent and active engagement

It might seem as though you’ve won the battle if you have attracted your customer via hotel internet marketing and all is going very well for your small hotel business. But today’s small hotel businesses have to face yet another fact. There is so much stiff competition from all the sides that you’ll have to stay on your toes to constantly attract customers to your hotel destination.


How do you do it?

Thanks to the standard feature of hotel digital marketing, you can manage your online reputation and attend your customers via your business website, social media channels and email marketing.

  • Strong online reputation

    You need to maintain a strong online reputation across all your digital mediums. Your website, social media channels, and other platforms that help you interact with your customers should always be actively resonating with your audience. The dynamics of your hotel internet marketing agenda should involve your customers across all the activities and doings of your hotel business. 

  • Managing your social media channels

    Your brand’s Facebook, Instagram, Twitter, Pinterest and other social media channels must be on point with the kind of content and aesthetics you use to attract your customers via hotel online marketing. You must look out for ways to engage with your customers to get their feedback and responses and always keep them glued to your brand.


The expertise of a hospitality internet advertising agency will lay out a hotel online marketing plan that will manage your social media channels effectively.

  • Personalized email marketing

    A generic overhaul of your brand can be maintained via your website reputation and social media engagement. But you also need to  look forward to personalized marketing in your hotel digital marketing strategy where you can individually send out messages to your loyal and trusted customers. 


This way they will feel worthy, respected and will love you for the time you take to attend to their needs. Through hospitality internet marketing you can use personalized email marketing strategies to respond to your customers and to greet them with offers, seasonal discounts and other attractions.

The expertise of a hotel digital marketing agency will structurize a welcome email series strategy for you to reach out to new customers and elevate your brand presence with your loyal customers. 

Ready for the action!

By using hotel internet marketing or hotel digital marketing,  you can achieve all these parameters within no time. Your small hotel business will become successful in quick time within the expertise of a hotel digital marketing agency.

Atop digital is your trusted hotel marketing agency that will help you ace out your marketing plans and thus generate a huge audience of loyal customers within no time.

Contact us now!