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Home > Local SEO For Law Firms

The Lead Generation System
For Law Firms

Harness the power of leverage to grow your law firm.

Our lead generation machine is driven by a system that focuses on assets you can control from day one: content and automation.


If you haven't done so already, request your FREE marketing guide which is an introduction to our process and strategy.

In the guide, we explain how to leverage the mathematics and scalability that decide your success.

digital marketing agency for law firms

Get Your FREE Copy Of The Ultimate Law Firm Marketing Guide

✓ Generate 3X more leads compared to paid search

✓ Increase your conversion rate 6X

✓ Unlock the secrets of lead generation automation for law firms

Step 1: Holistic SEO Via Content

Step 2: Lead Generation Automation

Step 1:
Holistic SEO

law firm seo

Marketing in the legal industry takes a unique approach. A slow and consistent strategy is the key.

law firm marketing

What is Holistic SEO and Why Is The Best Way To Market Legal Services?


Doesn't the phrase "holistic" make you want to roll your eyes in disbelief? The majority of people associate the term "holistic" with a cup of green soup from a hippy-styled corner shop or a crystal from a bohemian market stall.


The holistic approach to SEO, on the other hand, is one of two valid ways to rank your website higher in search engine results, and you won't need to pray to Mother Earth for it to work. 


How Does It Work? 


There are two forms of SEO: organic and paid (Search Engine Optimization). There is traditional SEO, in which individuals accurately arrange their keywords, collect social media shares, fill up meta tags, and so forth.


Then there's holistic SEO, where the webmaster still has content and a traditional SEO strategy, but it's been tweaked over time to fit the user's needs. It is a form of SEO that is more user-centered. This is very important because, people on the market for a lawyer usually search for information related to their legal issue, not a product or a specific service. 


It's dubbed "Search Experience Optimization" by Fox News, and it prioritizes the user's experience over traditional SEO metrics. For instance, suppose your major keyword for a blog article is "Miami diet" If you use Yoast, it will warn you that you haven't utilized the keyword in your headers enough times. 

lawyer marketing

For example, if you need a plumber, you go on line and and run a search like "affordable plumber near me". When people look for a lawyer is different. They would typically run a search like "examples of discrimination in the workplace". People looking for a plumber won't search "examples of broken pipes".  

Similarly, when someone "feels" they are being discriminated against at work they'd search for: "how do I know if my manager is discriminating against me". Someone looking for a plumber is not going to search "how do I know if I need a plumber". If you have leaking pipes you know you need a plumber


Traditional SEO would need you to use the phrase "Miami diet" in more of your headers. Leave it out, according to holistic SEO. This is due to the fact that include the keyword may detract from the user's experience (especially if it is crow-barred into the text in an ugly manner). In the legal industry, search engine results are centered around the user's intent rather than the specific keyword.

A marketing strategy for a restaurant, local store, e-commerce sites is completely different than a marketing strategy for a law firm. When people have a legal problem, they are looking for answers to a problem. 

Google Has Evolved Dramatically Over The Last Ten Years.


People's knowledge of how SEO works is the problem these days, not SEO tactics or regulations. 


Google has discontinued utilizing its traditional technique of search engine indexing and ranking with the Google Hummingbird upgrade and subsequent Hummingbird revisions.


Backlinks were counted, keywords were measured, and social media shares were counted, among other things. 


Google now ranks web pages in ascending order depending on their popularity. They employ big data gleaned from: 

• Their search engine; 

• The Google AdSense platform; 

• The Google Ads platform; 

• Large data gleaned from YouTube; and 

• Big data gleaned from Chrome users. 


If your website is popular these days, it will rise to the top of search engine results even if it does not adhere to traditional SEO principles. 

digital marketing for lawyers

Isn't Holistic SEO a Method That Isn't Search Engine Friendly? 


It's less about tracking data or finding the right keywords when it comes to holistic SEO. It's all about pleasing the user and improving the user experience when it comes to the legal industry. However, in many cases, improving the user experience wreaks havoc on your traditional SEO (in theory, at least). 

For example, if you own a local boutique you could want to use a web page to display all of the new outfits you've developed in a gorgeous collage or montage. Your SEO optimization tools, on the other hand, advise you that you require at least 300 words, one header, and so on. 


When marketing a law firm, such advice would be completely ignored in favor of a holistic approach. This may appear to be search-engine-unfriendly, but if your website gets popular, Google will find out who loves it and begin placing you higher in search engine results when potential fans conduct searches. 


Is This Proof That Traditional SEO Isn't Effective? 


Traditional SEO is still important and shouldn't be ignore, don't be fooled by any internet publications that try to persuade you differently. This is why marketing in the legal industry is different. It is critical to establish a clear path and strategy from day one.

Most law firms hire marketing agencies that use a one size fits all approach. They use the same strategy for all businesses regardless of the type of industry. Traditional SEO and all other traffic-generating tactics should be used, but the user experience should always come first when it comes to marketing a law firm. 


Most traditional SEO recommendations for writing sentences in this manner would be broken, but if it fits with what your user wants and improves the user experience given the esoteric nature of the subject, then guidelines must be disregarded.

Traditional SEO would need you to use the phrase "Miami diet" in more of your headers. Leave it out, according to holistic SEO. This is due to the fact that include the keyword may detract from the user's experience (especially if it is crow-barred into the text in an ugly manner). In the legal industry, search engine results are centered around the user's intent rather than the specific keyword.

Traditional and holistic SEO strategies should be used in tandem. 

Always put the user's requirements first, which is what holistic SEO is all about, but in other cases, do everything you can to follow traditional SEO principles. 

Traditional SEO is still essential since it affects how Google discovers your website, as well as how other search engines locate and index it, as well as how online applications, web crawlers, and website search bots find it.

Affiliate advertising, social media traffic, and guest posting are all essential since they bring attention to your website and help it become more popular.

After all, what good is it to chase your consumers' requirements if you don't have any in the first place? Google used to value backlinks from other websites since they were tallied. They are now equally essential since they throw a light on your website, allowing others to see it. 

When you incorporate local SEO into the equation, your SEO approach should become even more effective. 

The Proof Is In The Doing 

Taking the traditional SEO approach is good, and if you stick with it for a long time, you'll improve your search engine rankings. You may, however, use the holistic approach and yet succeed. 

Although Google may no longer include backlinks from guest posts, forums, and comment sections, each time the linked page is re-crawled, your connected web page, and maybe your entire website, is as well. 

Many online tools, applications, spiders, bots, and crawlers rely on Google-indexed links to discover fresh material similar to yours. 

Finally, links from other websites will send traffic to your website; even if the traffic is merely a trickle, it will contribute to your total popularity over time, especially if new visitors opt to connect to you or promote your material on social media. 

Our Approach To Holistic SEO


In Holistic SEO, providing high quality content is the main marketing drive. Content is your main vehicle for engaging with your targeted audience and this will matter strongly in semantic search.


Holistic SEO is also about integration and so part of its main strategy is SCALE by integrating your content with other Digital Marketing strategies like Social Media Marketing and Pay-Per-Click Advertising.

Most importantly, constant, engaging, well crafted articles with keywords relevant to your legal practice and location have a compounded effect YOU CAN CONTROL from day one. If you combine this formula with a syndication strategy, the results are massive.


lawyer seo

Why Is Consistency in Content So Important? 


Whether you post blogs every day or once a week, it's critical for your organization to set a schedule and stick to it. It might be confusing for your customers if the quality, amount, or schedule of your content is consistent. Maintaining a consistent approach not only improves the customer experience but it also helps to establish credibility, reputation, and brand trust. 

Consistency can also have a financial consequence. According to Techipedia, companies that are consistent in their message are valued 20% more than brands that are inconsistent in their messaging. 

We use Google Analytics and HubSpot to analyze and track when the interaction is at its peak to determine a publishing schedule for our clients. We start by publishing content at a specific time each week on alternate days, then publish on the same day each week on alternate days. We can pinpoint when the client's content works best by measuring numerous indicators such as unique page visits, time spent on the page, and bounce rate. 

For one of our clients, we discovered that posting once a week on Thursdays at midday produced the highest results. We used the same strategies for social media, tracking statistics both through HubSpot and directly through the social media site.


Our client's new visitor blog traffic rose by 90% in the six months when the consistent strategy was initially implemented as a consequence of this technique. In addition, over the same time period, Facebook's social media followers rose by 30%, Twitter's by 9%, and Linkedin's by 8%. 

law firm marketing

Taking Advice From Your Customers 

While occasionally publishing on social media or your blog may attract some consumers' attention, it will not help you build lasting relationships with your audience. You must be a consistent content producer to properly engage with your audience and reach all of the essential contact points. 

Publishing on a regular basis also allows you to gain insight from your customers. When you're a part of the conversation, it's simpler to create content since you can listen and understand what your customers want. 


When you post regularly, you're able to read comments, and notice which posts they "like" the most. With this information, you'll be able to tell which content is generating interaction and which articles are losing followers. 

Use services like Google Analytics to track critical key performance metrics for your blogs. For example, you'll want to determine track of the bounce rate to see if people are leaving your site without taking any action or if they're going to a different page.


You should also keep track of page views for each blog to see which subjects are the most popular with your readers. Creating a consistent content strategy is the key to increase your traffic organically over time. 

What is Holistic SEO
How Does It Work?
Google has evolved
Isnt holistic
is this proof
traditional and holistic SEO
the proof is the doing
Our approach

Step 2:
Lead Generation Automation

lawyer seo

Industrialize your lead generation strategy with a 24/7/365 fully customizable system. Pre-screen potential clients while you sleep.


Active Leads



law firm marketing

What Is Lead Generation Automation? 

Lead generation automation is a combination of:


A. Software and

B. Strategy.


Once leads are captured by content marketing, the automation part allows you to screen and nurture prospects with highly personalized, useful content that helps convert prospects to delighted customers. 

More importantly, you can now capitalize on all those leads seeking pro-bono work and free advise. Every lawyer gets bombarded with these inquiries all the time, guess what! Now there's a way you can provide value to your community and grow your brand 24 hours while you take care of other, and more important things in life. 

Think of effective lead generation automation like growing a garden. You need fertile soil, ripe for growth. You need seeds to sow. And you need water and light to nurture those seeds into a lush, blooming plant.


With a good lead generation automation system, it's easier to nurture leads (the seedlings) well enough to produce paying customers (a lush, full-grown plant). But it doesn't end there. Customers are more than just the output of successful automation.

A. The Software ​ 


We build a custom application specific to your needs, it can be as customizable as you want it to be. We can implement a basic application that is able to capture your leads via a holistic SEO strategy (step 1 above), then send these prospects to an intake form, screen them in auto pilot and depending on their input send them to their corresponding work flow, which has a different set of parameters.


If you want all the bells and whistles, we can set up workflows specific to different categories of leads. This way you cater to different groups with different processes and strategies to increase engagement. You can divide these groups into specific demographics such as age, interests, income,  etc. 

The sky is the limit, really!

You can even start marketing your law practice in other languages without having to hire additional staff who speaks that language, the system does it all for you, 24 hours a day. You can have a fully automated, systematized production that works every minute of every day to generate leads because it unlocks LEVERAGE, a new set of unlimited and controllable variables.

It's like going to a fancy restaurant, you sit down and they bring you a succulent steak (a high quality lead), nicely cooked to your specifications. You no longer have to get up the morning, and device a strategy to capture your pray, get bloody dismembering it, then worry about how to cook it and wash the dishes afterwards. (sorry vegans, just trying to prove a point here)

lead generation for law firms

You concentrate your time and energy on high quality, paying clients. They are at the center of everything you do, which means they'll continue to play an important role in your relationship with them. They are at the center of a flywheel that gets more efficient when you add force to that flywheel, and reduce points of customer friction.

It reduces that friction and speeds up your flywheel, helping you continue to nurture customer relationships well after they've been through your screening processes. 

With a solid lead generation system you build a contextual, efficient experience based on each individual's needs, providing value and relevant content thus promoting, long-term customer relationships AND increasing your referral base. Once your leads are successfully screened and categorized, they automatically transition into the inbound marketing funnel. 

law-firm-marketing automation.png

How automation  technology is currently used in the legal industry. Lead Generation Automation Is An Untapped Opportunity

B. The Strategy


Inbound marketing is the next step in the lead generation automation phase. It focuses on helping potential client while simultaneously driving growth to your law practice. 


It revolves around a specific set of marketing processes and tools that allows you to attract, engage and delight prospects and potential clients — in short, to grow your law firm better. 

The Inbound Methodology


The inbound methodology matches the way today's clients make better decisions when seeking legal representation by requiring you to:

  • Look at the facts. Recognize that today, the internet is how people research, decide and engage with local law firms when they need representation. 

  • Focus on search engine optimization (SEO). Continually improve your best-performing content through keyword research and other inbound methodologies to help your law firm rank higher in search results.

  • Emphasize user experience. It helps your prospective clients to navigate your website and get answers. Eliminate friction from your prospects' and customers' experiences and provide personal touches so they'll continue to seek your legal advice and find answers.

  • Create valuable content that demonstrates your skills and experience. Our content addresses your audience's questions, "What's in it for me?" and "Why should I retain you?" 

  • Convert traffic into leads, then nurture those leads. The system executes a turnkey process that targets, responds, prospects' interests, and guides them along their buyer's journey until they're ready to make a decision and beyond.

  • Build trust and credibility. Over time, prospects need to identify your law firm as a go-to resource for information and, by providing content that is focused on their legal needs instead of your own, you'll earn their trust (and hopefully their business, too).

All these marketing methodologies are executed seamlessly with the help of our lead generation automation system, which could be fully integrated with your website CMS and CRM via API.


Our lead generation automation system will help you attract, engage, and delight potential clients by engaging with quality content in ways that a typical outbound marketing simply can't. 


Even though much of the engagement and nurturing process is automated, it can still be highly personalized to customers' needs through a holistic approach and customized workflows.

law firm marketing
lawyer seo marketing

The Case For Inbound

Inbound marketing brings with it a range of advantages. Mainly, more long-term exposure and more suitable customers. As an inbound marketer, your first task will be to create blogs (the more the merrier), which is great news for your audience, who are known to conduct independent research and consume various forms of content. The more content you create, the more uses it will have and will provide you with a marketing channel rid of ads and other outbound forms of marketing that your audiences will not respond to.

what is lead generation automation
the software
the strategy
inbound marketing
the case for inbound
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