B2B Marketing Law Firm Marketing LinkedIn Marketing PPC Small Business Marketing

3 of the Best Pay-Per-Click Advertising Platforms for Law Firms 

Law firms engage pay-per-click (PPC) strategies to increase their online visibility, generate leads, and acquire new clients. Pay-per-click advertising allows law firms to reach potential clients who are actively searching for legal services online.  

With PPC, law firms can: 

  • Target specific keywords and geographic locations to reach their desired audience  
  • Precisely track and measure of the success of ad campaigns 
  • Accumulate data-driven insights to improve future campaigns 

Additionally, pay-per-click strategies are flexible and can be adjusted as needed to align with a firm’s changing business goals and priorities. Overall, PPC is a cost-effective way for law firms to drive traffic to their website and generate new business. 

There are several pay-per-click (PPC) options available for law firms to promote their services and drive traffic to their websites.

1. LinkedIn Ads for Law Firms 

LinkedIn Ads can be an effective advertising option for law firms looking to reach a highly targeted, professional audience. As a professional networking platform, LinkedIn has over 740 million users, including business owners, executives, and decision-makers in various industries. 

  • Targeted Audience: LinkedIn allows for highly specific targeting based on job title, industry, company size, and more. This means that law firms can reach the specific audience they want to target with their ads. 
  • Professional Environment: As a professional networking platform, LinkedIn provides a more business-focused environment compared to other social media platforms. This means that users are more likely to be receptive to business-related content, including ads from law firms. 
  • B2B Focus: LinkedIn is particularly effective for B2B (business-to-business) marketing. This is because it offers a unique opportunity to reach decision-makers and other professionals who are responsible for making business-related decisions. 
  • Lead Generation: LinkedIn offers a variety of lead generation tools, including lead forms and conversion tracking, that can help law firms measure the effectiveness of their advertising campaigns and generate leads. 
  • Cost-effective: Compared to other advertising platforms, LinkedIn Ads can be a cost-effective option for law firms. This is because the platform offers a variety of bidding options, including cost-per-click (CPC) and cost-per-impression (CPM), which can help law firms manage their advertising budget more effectively. 

Overall, LinkedIn Ads can be an effective way for law firms to reach a targeted, professional audience and generate leads. By using the platform’s targeting options and lead generation tools, law firms can create effective advertising campaigns that drive results. 

2. Google Ads for Law Firms 

Google Ads is a popular platform for pay-per-click (PPC) advertising that allows law firms to place ads at the top of search engine results pages (SERPs). This means that when potential clients search for specific keywords related to the law firm’s practice areas, they will see the law firm’s ad at the top of the page. 

  • Targeting:  Google Ads allows law firms to target potential clients based on their search behavior. With Google Ads, law firms can choose the specific keywords they want to target, and when users search for those keywords, the firm’s ad will appear at the top of the search results page. This means that law firms can target people who are actively searching for legal services, making it more likely that those individuals will click on the ad and become a client. 
  • Ad Placement: Google Ads provides law firms with prime ad placement. With Google Ads, law firms can bid on ad placement for specific keywords. The higher the bid, the more likely the ad is to appear at the top of the search results page. This means that law firms can ensure that their ads are prominently displayed to potential clients who are searching for relevant keywords. 
  • Cost-Effective: Google Ads is a cost-effective way for law firms to advertise their services. With Google Ads, law firms only pay when someone clicks on their ad. This means that law firms are not wasting money on ads that are not being clicked on. Additionally, law firms can set a daily budget for their ads, ensuring that they do not overspend on advertising. 
  • Measurable Results: Google Ads provides law firms with measurable results. With Google Ads, law firms can track the number of clicks their ads receive, the cost per click, and the conversion rate. This allows law firms to determine the return on investment (ROI) for their advertising spend and adjust their campaigns accordingly. 
  • Brand Awareness: Google Ads can help law firms increase their brand awareness. Even if someone does not click on the ad, they will still see the law firm’s name and message. This can increase brand recognition and lead to potential clients contacting the law firm later. 

Google Ads with its targeting options, prime ad placement, cost-effectiveness, measurable results, and potential for brand awareness, help law firms attract new clients and grow their business. 

3. Facebook Ads for Law Firms 

Facebook Ads can also be an effective option for law firms looking to implement a pay-per-click advertising strategy as they allow you to target users based on their interests, behaviors, and demographics. 

  • Precise targeting at scale: One of the biggest advantages of Facebook Ads is its massive user base. With over 2.8 billion active users, Facebook offers unparalleled reach for businesses of all sizes. This means that you can target a wide range of potential clients based on factors such as their age, location, interests, and more. 
  • Customizable multi-media content: Another advantage of Facebook Ads is its ability to use visual content. Unlike Google Ads, which only allows for text-based ads, Facebook Ads can include images and videos, making it a great option for law firms looking to showcase their brand and services. Additionally, Facebook Ads can be highly customizable, allowing you to create ads that resonate with your target audience and stand out from the competition. 
  • Retargeting: Facebook Ads also offers a unique feature called retargeting, which allows you to target users who have previously interacted with your law firm’s website or Facebook page. By showing ads to users who have already expressed interest in your services, you can increase the chances of converting them into clients. 
  • Cost-effective: Facebook Ads can be more cost-effective than Google Ads, as the cost-per-click can be lower due to lower competition. This makes it a great option for law firms with a smaller advertising budget. 

Facebook Ads offer a unique set of advantages that can help law firms expand their reach and connect with potential clients in a more personalized way. It is important for law firms to evaluate their advertising goals and target audience to determine which platform will be most effective for their specific needs. 

Which Platform is Best for Law Firms? 

The answer to this question depends on the specific goals and target audiences of the law firm.  

  • If the law firm’s goal is to reach people who are actively searching for their services, then Google Ads may be the best option.  
  • If the law firm wants to reach a wider professional audience and raise awareness of their services, then LinkedIn Ads may be a better option. 
  • Facebook Ads are best for reaching audiences more personally.  

Law firms should consider using a combination of platforms and effective keyword research tools in their digital marketing strategy. By using a combination of Google Ads, LinkedIn Ads, Facebook Ads, and other PPC platforms and tools, law firms can reach the widest possible audience and maximize their chances of attracting potential clients. GoBeyond, a full-service marketing agency, is ready to answer any questions and support your practice whether you are new to using strategies like PPC or an expert practitioner. Contact us to discuss your needs and visit us on LinkedIn, Instagram, Facebook, and Twitter. 

Law Firm Marketing Local SEO SEO Tips

SEO For Attorneys: Why is it So Important?

In today’s world, people turn to search engines such as Google to find the services they need, including legal services. In fact, according to Google, “near me” or local search queries have grown by 150% in the past two years.  

This means that if your law firm is not ranking well on search engines, potential clients may not even know you exist. By optimizing your website for search engines, you can increase your visibility online and attract more new clients and prospects to your law firm. 

Difference Between SEO and Other Law Firm Marketing Channels 

While there are many marketing channels available to attorneys, SEO offers unique benefits that cannot be achieved through other channels. For example, print advertisements and billboards have a limited reach and are often only seen by people in a specific geographic area. On the other hand, SEO allows you to reach potential clients who are searching for legal services online, regardless of their location. 

Additionally, while social media and email marketing can be effective marketing channels, they rely on building a relationship with potential clients over time. SEO, on the other hand, allows you to reach potential clients who are actively searching for legal services and are therefore more likely to convert into paying clients. 

So, what exactly is SEO?  

Search engine optimization is the process of refining a website to improve its ranking in search engine results pages (SERPs). By optimizing a website’s content and structure, law firms can increase their visibility in search results and attract more traffic to their site. 

Keyword Research 

Keyword research involves identifying the keywords and phrases that potential clients use when searching for legal services online. Lawyers should start by brainstorming a list of relevant keywords and phrases, such as “divorce lawyer,” “estate planning attorney,” or “Immigration law firm.” 

They can then use keyword research tools like Google Keyword Planner to see how frequently these keywords are searched and identify related keywords that they may have missed. Other tools available to help attorneys identify relevant keywords for their practice area include: 

  1. Ahrefs – A comprehensive SEO tool that allows you to analyze your website’s search engine rankings, track your competitors, and identify relevant keywords. 
  2. Moz Keyword Explorer – A keyword research tool that provides detailed insights into search volume, difficulty, and opportunity for each keyword. 
  3. Ubersuggest – A free keyword research tool that provides keyword suggestions and related terms based on a seed keyword. 

On-Page Optimization  

On-page optimization refers to the various tactics that lawyers can use to optimize their website for search engines. This includes optimizing page titles and meta descriptions, using header tags to structure content, incorporating keywords into content, and ensuring that the website is mobile-friendly and loads quickly. Lawyers should also create a blog and regularly publish high-quality, informative content that incorporates relevant keywords. 

Link Building  

Link building is the process of acquiring backlinks, or links from other websites that point to your website. Backlinks are an important ranking factor for search engines, as they indicate that other websites consider your content to be valuable and informative. Lawyers can acquire backlinks by creating high-quality content that other websites will want to link to, by reaching out to other websites and requesting a link, or by participating in relevant online communities and forums. 

Local SEO  

Local SEO focuses on improving a website’s visibility in local search results. Lawyers can optimize their website for local search by creating a Google My Business listing, ensuring that their NAP (name, address, phone number) is consistent across all online directories and listings, and including location-specific keywords in their content. Lawyers should also encourage clients to leave reviews on their Google My Business listing, as positive reviews can help improve their visibility in local search results. 

Monitoring and Analysis 

Monitoring and Analysis of SEO is an ongoing process, and lawyers should regularly monitor and analyze their website’s performance continuously to identify areas for improvement. This includes tracking keyword rankings, analyzing website traffic and engagement metrics, and reviewing backlink profiles. Lawyers should also stay up to date with changes to search engine algorithms and adjust their SEO strategy accordingly. 

Effective Use of SEO Creates Competitive Advantages for Growing Law Firms 

While there are many marketing channels available to law firms, SEO stands out for its long-term impact, cost-effectiveness, and ability to build trust and authority. By focusing on SEO strategies like keyword research, content and website optimization, link building, optimizing for local search, and monitoring performance, law firms can improve their visibility in search results and attract more new clients. 

Is your google profile set up to attract your ideal clients? Is your firm’s visibility maximized in search results? Optimize your google profile to bring in more cases with this helpful checklist. 

GoBeyond, a full-service marketing agency, is ready to answer any questions and support your practice whether you are new to using SEO strategies or an expert practitioner. Contact us to discuss your needs and visit us on LinkedIn, Instagram, Facebook, and Twitter.  

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Choosing the Best Social Media Platform for Your Law Firm

Determining the best platforms to establish your firm’s social media presence and establishing an effective social media presence may seem overwhelming at first. Here are some effective tips to consider as you begin to develop your firm’s strategy. 

Evaluating which platforms are right for your firm follows a process of gathering data, and beginning with 1 or 2 platforms best suited to your defined goals for content delivery and marketing results. Measure your results against stated goals and course correct as you learn what efforts are most effective for your firm.  

Gather Industry Data 

Learn what works and what doesn’t by conducting competitor research. While evaluating reports and data on highly performing networks, identify similar firms that are successfully using social media strategies and learn from how they use their platforms.  

  • What type of content investments are they making: blogs, legal podcasts, videos, webinars, eBooks? 
  • How are they engaging with users? 
  • What are they doing well? 
  • How would you improve on their efforts? 

According to the American Bar Association, law firms continue year after year to prefer LinkedIn as a social media marketing platform. This is because LinkedIn allows lawyers to promote themselves professionally, and because of its popularity within the legal profession. 

Facebook follows closely behind, with 62 percent of firms holding a social media presence. This platform allows you to share related trends and articles, advertise to a targeted audience, and engage with followers.

Different platforms offer unique advantages in achieving specific goals. If your primary goal is professional development and networking with other attorneys, LinkedIn is the platform of choice. However, if your goal is community engagement, consider a more personalized network like Instagram or Facebook.  

Setting Clear Goals for Social Media Efforts 

Setting clear realistic goals around your social media efforts is critical to guiding your strategy and achieving success on your terms. Social media is about cultivating an audience and creating conversation. If your main goal is quick conversions, you will likely be disappointed. Some goals other law firms have in their marketing strategies are:

  • Professional development and networking (66%) 
  • Maintaining client pipeline (51%) 
  • Education and awareness (49%) 
  • Community engagement (43%) 
  • Case investigation (21%) 

Content Delivery 

Successful social media presence requires a sustained commitment to consistently create and publish timely, new, relevant content that caters to the interests of your target audiences. Different platforms require various levels of commitment to new content. Some platforms like LinkedIn can yield positive results with only a few short posts a week while others like Instagram require a steady flow of relevant high-quality content to capture users’ attention.  

Next, carefully consider your ability to respond quickly to users who engage with your content. This is how you build your audience, network, and increase brand awareness. Responding to comments from two LinkedIn posts a week is a smaller time commitment than remaining in continuous conversation with users on other platforms.  

In the beginning, set yourself up for success on one or two platforms and track your results. Gain a solid understanding of how much time you can dedicate to social media content creation, publishing schedules, and user engagement, and then adjust your strategy accordingly. Establishing and managing six different social media accounts on separate platforms is not likely to be successful right out of the gate.  

Track Your Results 

It is crucial to track and measure your results to learn what is working and what needs course correction. Add your social media accounts to your Google Analytics goals and review the data after your first 3 months. The data will help you discover what type of content is most relevant to users, will cultivate your target audience, and create brand-building conversations. 

Firms with clear goals, a steady content flow, and an established presence on at least one platform need to periodically evaluate performance and adjust to maximize success against stated goals.  

Use Available Reporting to Increase Investments in Your Highest-Performing Networks 

Data will help you discover which platforms and activities deliver tangible results and which ones are a waste of your time. Google Analytics has several reports to help you evaluate the success of your networks and content:

  • Overview reports – Identifies how many users are converting from social networks 
  • Network referrals – Measures engagement generated by each social platform 
  • Landing pages – Tracks engagement for URLs by platform driving traffic 
  • Conversions – Identifies total conversions by social platform 
  • Plugins – Details how many users clicked your share buttons by platform 
  • Users flow – Maps the path users take through your website by social network 

Maximizing Social Media Success 

Is your google profile set up to attract your ideal clients? Is your firm’s visibility maximized in search results? Optimize your google profile to bring in more cases with this helpful checklist.  

GoBeyond, a full-service marketing agency, is ready to support your practice whether you are new to using social media or an expert practitioner. Contact us to discuss your needs or visit us on LinkedIn, Instagram, Facebook, and Twitter. 

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The Importance of Using Social Media for Law Firms

A robust social media presence is a necessity today for thriving up-and-coming law firms. Social media strategies are used to establish brand awareness, connect firms with their ideal clients, drive traffic to your website, and generate sales.  

Here is what to consider when making the decision to incorporate social media into your marketing strategy.

Increasing Brand Awareness 

Law firms have always strived to get their brands in front of the largest audience possible. The primary platform to reach a targeted audience was once newspapers, and then it migrated to television and billboards. 

To meet your audience where they are today, your firm needs a robust social media presence. According to a recent survey, 38 percent of people looking for an attorney check online first. Maintaining a consistent social media presence keeps you top of mind (and top of search results) when users are looking for legal help.  

Humanizing Your Firm’s Brand 

Incorporating social media into your marketing strategy helps to bring your firm’s culture to life by showcasing who you are and what you are passionate about. You can include features like personal stories about your team members and updates on notable events you have attended. That way, your followers will feel as if they know you and, when they need you, you will already feel like a trusted partner.

Connecting and Engaging with Your Ideal Clients 

Social media is an effective tool for identifying and reaching your specific target audience. The platforms you select create a place for users to follow your firm and engage with your content as well as to stay informed on topics of interest and trending legal news. You are consistently working to build relationships with potential clients in a more organic way.

Driving Traffic to Your Website and Generating Sales 

Using social media strategically generates quality leads for law firms and accelerates results from other sales and marketing efforts. Platforms like LinkedIn and Instagram can be used to encourage potential clients to take an action like visiting your website. LinkedIn followers do not always convert to cases, but if you share a link to a timely blog post, many followers will click through to your website to read it and, in doing that, learn more about your law firm. 

Effective Use of Social Media Creates Competitive Advantages for Growing Law Firms

Is your google profile set up to attract your ideal clients? Is your firm’s visibility maximized in search results? Optimize your google profile to bring in more cases with this helpful checklist. An effective online presence and social media strategy creates competitive advantages by improving your firm’s visibility, credibility, relatability, and connection to an audience of ideal prospective clients cultivated for conversion.  

GoBeyond, a full-service marketing agency, is ready to answer any questions and support your practice whether you are new to using social media or an expert practitioner. Contact us to discuss your needs and visit us on LinkedIn, Instagram, Facebook, and Twitter. 


7 Must-Haves for Your Law Firm Website

People use the internet to search for all kinds of information. Where to shop, who to date, the weather report; the possibilities are truly endless. The ubiquity of the internet search has made web searchers more savvy and impatient when it comes to the sites they choose in their searches and also which sites they choose to continue to read before clicking away.

Law firms have an even more difficult challenge because most of the searchers who look for your practice have a legal issue. This makes them urgent, impatient, and self-conscious and they haven’t even picked up the phone to contact you yet. So how does a law firm ensure that its site will be intriguing and helpful enough to keep its visitors’ interest?

Here are some fast ways to tell if your website has staying power. 

The Hero Section

The #1 mistake I see on modern law firm sites is this: The firm fails to make their clients the hero of the story. Don Miller of StoryBrand fame crystalized this idea and he’s spot on. If the homepage of your website has a picture of just you or you and your team, you’re missing a major opportunity. 

The law is intimidating. If your clients see someone with whom they can identify on your home page, you are infinitely more likely to get them to continue reading on. They want to see themselves finding a solution with your firm. Make no mistake, they’ll want to know all about you too, but first, they must be able to see themselves in your success stories. Have an image of your ideal client represented on your homepage, then lead them to your credentials. 

Website Load Speed

I don’t know about you, but a slow loading website makes me crazy. If it’s a potential client for my line of work, it’s one of the easiest things for me to demonstrate that they need to update their website. Web searchers are impatient and if your site doesn’t load in under 3 seconds, they are gone for good. Use this website to check your load speed. If it is too slow, talk to you web developer or reach out to my team to fix any issues that are beyond your technical expertise.

Easy to Navigate

If you were to ask your family members or friends, NOT professional colleagues, to go to your website and share with you what you do in under 5 seconds, could they do it? If your website doesn’t clearly state how you help people, what services you offer and how best to contact you, you need an overhaul. 

Essential Pages to include on your website:

  • Homepage
  • Practice Areas (if possible, offer one page/practice area)
  • About / Team
  • Reviews
  • Contact Us
  • Privacy Policy
  • Disclaimer

If you have Google Analytics installed on your site (and if you don’t, please, please call me) look at the traffic to the pages on your site. If some of your pages are grossly under searched, it could mean they are hard to find. 

Be sure to include clear options in your navigation bar, ideally with …. (see next paragraph)

On Page SEO 

Much like the legal field, websites and digital marketing can have foreign and intimidating language. If you find yourself lost in the digital jargon, I’ve got you covered. Here are some of the website requirements that will help your firm rank in Google:

  • Meta description
  • Title tag
  • Headings tags
  • Keyword optimized copy
  • Keyword in URL (think navigation bar)
  • Short URLs
  • Alt tag in images

If you can add keywords to all of these areas, you’re on your way to an optimized site. 

Google is an aggregator of data. In analog terms, it’s a filing cabinet. Each page needs to be labeled in a way that indicates where the file goes. Folder, section, cabinet, room, etc. Google does the same thing, just digitally. When your law firm, especially if you have a lot of competition, doesn’t digitally indicate where your site belongs, then it gets relegated to no man’s land. 

Clear Practice Areas and Contact Info

Visitors to your site are there for one reason: They’re looking for a lawyer who can help them with a specific legal issue. So, it’s important to highlight your services on your home page, and have clear links in your navigation bar to pages describing each of your practice areas. Even though a client finds you online, they’ll often reach out through email or a phone call when they decide to consult you. It’s a good idea to keep these two contact methods highly visible at all times. For added mobile responsiveness, you can use click-to-call and click-to-email CTA formats. Other methods of contact, such as contact forms, live chat via a chatbot, social media messages and location information are also great way to leverage your website to connect you with potential clients.

Call to Action

If you have a website that doesn’t IMMEDIATELY encourage someone to contact you, you are behind the game. Your Call to Action (CTA) can be anything you want, but you want it to make the web visitor take an action right away. Book a consultation. Call us Now. Book your appointment. It may seem silly, but it works. You must be crystal clear about what you want your potential client to do when they come to your site. 

Responsive design (mobile, tablet and desktop)

It’s 2023 (almost). Though it can vary by industry or practice area, chances are 50% (or more) of your first website visitors are on mobile. This number will continue to rise. Google is also prioritizing the performance of most mobile layouts over the desktop. So, that means your mobile layout is impacting your Google ranking more so than your desktop layout. If you’re not sure if your website is mobile friendly, chances are it is not. If you’d like to know for sure, use this link.

At GoBeyond SEO, we’ve been helping local law firms scale with simple lead gen and optimize their site for success since 2009. Contact us for a free consultation. We’d love to hear from you.

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Kristy is an Assistant & Coordinator of Awesome. She has worked extensively in academic administration and brings a varied wealth of knowledge. As a self-starter, she is ready to take on news projects and see them through to completion. Always curious, Kristy is an avid researcher and delights in the challenge of learning new skills.

When Kristy isn’t organizing or researching something, you can find her listening to a true crime podcast, re-watching How I Met Your Mother or The Big Bang Theory and coming up with some crazy shenanigan for her family’s next adventure.


  1. Kristy prefers the Harry Potter books over the movies. Her favorite book is The Prisoner of Azkaban and her favorite character is Luna Lovegood. Ravenclaw house. She just started her 8-year-old son on listening to the books.
  2. Kristy has a nail technician license, esthetician license, medical assisting certification, associate degree, and bachelor’s degree. She didn’t get her full cosmetology license because she can barely do her own hair, she shouldn’t be trusted with someone else’s.
  3. She doesn’t know how to gamble but is originally from Las Vegas, Nevada. She moved to Colorado three months before her 21st birthday.
  4. Her high school graduating class consisted of only 20 people.
  5. Kristy loves gift giving. One of her great joys in life is finding the “perfect” gift.
Kristy Elias