Search Engine Optimization – IFTS, Inc. Blog

13 Marketing Hacks for Law Firms in 2025

We’re a few months into 2025 and it may feel like all your New Year’s goals have been forgotten or put on the back burner… BUT It’s never too late though to try something new and start building fresh client engagement!

Of course, every year it seems there’s a new social media trend or hack to be trying.

It’s overwhelming, but …Lawyers, don’t let this stop you!

I’ve gathered 10 of the most effective, cutting-edge marketing strategies for your firm in 2025!

And the best part? You don’t need a tech expert or a massive budget to make them work.

Hack #1 - Build Credibility With Client Testimonials and Online Reviews

For law firms, trust is everything.

Potential clients want proof that you can handle their legal issues effectively. Sometimes it’s hard to feel out a company when all they have are questionable reviews from 10 years ago lining their website. New clients want to see faces and REAL profiles to feel a connection.

The best way to establish this credibility is through client testimonials and fresh online reviews.

Client Testimonials

Client testimonials are KEY to showing authenticity and credibility. A GREAT way of sharing these is by making videos to post on your social media or embedding them in your website.

Okay… Client testimonials VIDEOS?

These may seem difficult to tackle and many customers are not keen on showing their faces on camera. How else can you go about making these videos?

It’s SO simple. Using Canva, I was able to create 3 different types of FACELESS testimonial videos for you to try! No need for professional footage or flawless backdrops. Clients can send in voice recording or iPhone video–You do the rest!

Want to learn exactly how to make these faceless testimonial videos in under 10 minutes? Click HERE and have the directions sent right to your inbox!

Online Reviews

Have you ever looked at someone else’s online presence and all you saw were old reviews? It doesn’t leave you feeling very good about the company.

That’s why making sure you ask for reviews from trusted customers is so important. Clients want to see that you’re still improving and growing in the moment.

Worried about how to ask for those reviews? Watch our YouTube video all about it.

The two most important platforms for reviews are:

Google Business Profile (Boosts search rankings and attracts organic traffic)
Avvo (Trusted legal directory where potential clients actively search for attorneys)

Google reviews help your SEO, and once you hit 100 reviews, your star rating will appear in Google Ads, increasing click-through rates.

Where should you showcase reviews?

Your website
Social media (LinkedIn, Facebook, Instagram)
Google Business Profile
Email campaigns

If you need help streamlining the process, set up an automated review request system.

Hack #2 - Use Google Business Profile for Maximum Visibility

One of the first things a client does is a general Google search for law firms in their area. A handful will pop up but which one do they click on and TRUST first?

The firm that shoots up to the top of the search page with a Google Maps result.

Appearing in Google Maps results is essential for local law firms. Factors influencing your ranking include:

Proximity to searchers
Review quality and quantity
Profile completeness
Local citations (mentions from other local websites)

To optimize your Google Business Profile, ensure that:

Your name, address, and phone number exactly match your website and legal directories.
Your business categories and services are filled out completely.
You regularly post updates, case results (anonymized), and blog links.
You upload high-quality photos of your office and team.

For a ranking boost, build local backlinks, such as:

A feature on your local bar association’s website
Mentions in local newspapers or legal blogs
Sponsorships of local events or scholarships

Doing these extra steps to ensure you pop up FIRST will set you ahead of the competition.

Hack #3 - Use Google’s Q&A Feature to Boost SEO

A little-known SEO trick: Google allows you to ask and answer your own questions on your Google Business Profile. Yep. That’s right–Don’t wait for questions to come to boost your searchability but instead get on top of it right now.

List the top 10 questions your firm gets and answer them in 3-5 sentences, using your target keywords and location (e.g., “How much does a divorce lawyer in Chicago cost?”). This creates a keyword-rich FAQ section directly on Google, improving your visibility.

It’s easy, fast, and can be done today.

Hack #4 - Get Creative With Social Posting

Ok so the truth is… Most people aren’t searching for a lawyer until they urgently need one. How can you stay top-of-mind? By creating short, informative video ads answering common legal questions—while ensuring compliance with legal advertising ethics.

Examples:

“What should I do after a car accident?” (Personal Injury)
“How do I prepare for a custody battle?” (Family Law)
“What are my rights if I’m arrested?” (Criminal Defense)

Another option would be to build your relatability. Some companies focus too much on posting content solely based on the product they are hoping to sell. The thing is: Your clients are not constantly seeking what you’re selling… Instead you need to become a friendly face.

Creating funny, entertaining, and relevant content means your current and future clients can watch your EVERYDAY (plus they’ll remember you when it matters most).

Examples:

Interview different attorneys in the office with an interesting question of the day
Office tour
Day In The Life
Games/Challenges/Dance videos

People love to laugh and they love to see a more relatable side to a profession that is mostly serious. Trying out new content trends and videos could be a great way to freshen up your content and make a name for yourself on social media.

Post these videos on:

Your website
YouTube
LinkedIn
Facebook & Instagram Ads (budget: $5/day)

When the need for a lawyer arises, your firm will be the trusted expert they remember.

Hack #5 - Make Your Ads Stand Out

The legal industry is competitive, so your ads need to grab attention immediately. With attention spans growing shorter everyday–the average person doom scrolling online needs something out of the box to capture it.

Here’s how:

Use contrasting colors: If running ads on Facebook (blue interface), add red or yellow banners to your video.
Call out your audience: Start with “Are you facing a DUI charge in Miami?” instead of a generic intro.
Use pattern interrupts: Show something visually striking—a courtroom setting, a lawyer holding a law book, or a dramatic text overlay.

Here’s a Quick bonus for everyone reading this far!-If you don’t have time for social media and want it done right, we offer a $99 deal that covers a month’s worth of social media. Click HERE for more!

Hack #6 - Don’t Give Up On Potential Clients

The majority of legal prospects won’t convert on their first visit to your site. Use retargeting ads to stay in front of them until they’re ready.

Two ways to retarget on Meta (Facebook & Instagram):

Meta Pixel: Tracks website visitors and shows them ads later (best for desktop users).
Video View Retargeting: Targets people who have watched at least 25%-50% of your legal tip videos.

Example Strategy:

Run 3-5 FAQ video ads to local audiences.
Retarget those who watch at least 25% with an ad featuring a free consultation offer.

Hack #7 - Upgrade Your Business Card

Forget cheap paper business cards. Use high-quality plastic cards (like credit cards) with your photo on them.

Why?

- People remember faces, not just names.
- They feel bad throwing away a premium card, so they keep it.

Clients like to know you invest in yourself–So you’ll invest in them.

Consider having two versions:

Luxury plastic cards for potential clients.
Standard paper cards for networking events.

Hack #8 - Update Your Voicemail

Never let potential clients hear a generic voicemail message. Instead, include this phrase at the end:

“I will call you back within 15 minutes.”

Even if you can’t always respond that fast, this urgency dramatically increases the chances that they leave a message instead of calling a competitor.

Hack #9 - Use Psychological Triggers to Win Clients

People hire lawyers that make them feel good! Use these psychological marketing tricks to build confidence quickly:

Give a compliment at the start of every consultation (e.g., “That’s a great question—most people don’t think to ask that!”).
Use social proof: Mention similar cases you’ve won.
Create urgency: Highlight filing deadlines or statute of limitations deadlines to prompt action.

Hack #10 — Add an AI Chatbot to Your Website

I obviously can’t touch on trending marketing hacks for 2025 without talking about AI! AI is booming in today’s marketing world — and whether you love it or are still a bit skeptical, one thing is certain: if your law firm’s website isn’t using AI, you’re missing out.

Your website should be working for you 24/7, answering questions, engaging visitors, and helping convert them into clients. By adding an AI-powered chatbot, you can:

Answer FAQs in real time
Collect leads
Book consultations while you sleep
Keep visitors on your site longer (which also helps SEO!)

Seriously — what are you doing without it?!

Two Simple Tools to Start With:

LawDroid
LawDroid is designed specifically for law firms. It can handle legal-specific FAQs, client intake, and scheduling.

ChatBot.com
This platform works for any industry and is extremely user-friendly for beginners.

✨ Pro Tip: Add a welcome prompt like: “Hi there! Have a legal question? I can help or connect you with an attorney!” to instantly encourage interaction.

Hack #11 - Lead Magnets + Automated Email Follow-ups

Now look, I know email marketing is a thing of the past and you may feel you’ve already mastered it — But don’t underestimate its power — even in 2025, it remains one of the most effective ways to nurture relationships and turn cold leads into paying clients.

Try these two steps to ensure your email marketing is still effective in 2025:

Step #1:

Start by creating a lead magnet — a valuable, free resource that solves a specific problem for your potential clients. Examples include:

The Ultimate Guide to Personal Injury Claims
5 Things You Should Never Say After a Car Accident
Free Contract Checklist for Small Business Owners

Once you’ve created this lead magnet, offer it on your website in exchange for an email address. Use a clean, simple sign-up form (tools like Mailchimp, HubSpot, or ConvertKit make this easy).

Step #2

Set up an automated email sequence to follow up with that lead over the next few weeks or months. The key is to stay top-of-mind without being spammy. Your email sequence can look something like this:

Email 1 (Immediately after download): Thank them for downloading and introduce your firm.
Email 2 (2–3 days later): Share a helpful blog post or quick video related to their legal needs.
Email 3 (1 week later): Highlight a client success story or testimonial.
Email 4 (2 weeks later): Offer to answer any questions and invite them to book a free consultation.
Email 5 (1 month later): Share another resource or legal update.

The best part? Once it’s set up, this system works for you 24/7 — continually nurturing leads while you focus on your clients.

Pro Tip:
Make sure your emails feel personal and human — use their first name, keep the tone conversational, and include a real photo of you or your team in the signature.

Hack #12 - Use AI to Generate Content Ideas

To stay at the top of your game, you’ll need to admit you might not always be up to speed on the latest social trends or design aesthetics — and that’s okay! AI can help you stay current, consistent, and ahead of the curve.

Use AI tools like ChatGPT or Jasper to:

Generate blog post ideas
Write social captions
Brainstorm video scripts
Get keyword suggestions for SEO

Quick heads-up! — AI is a fantastic tool for sparking ideas and jumpstarting content creation, but don’t lean on it so much that you lose authenticity. Visitors can spot an overload of AI-generated visuals or text from a mile away. Use AI in moderation, and always pair it with your unique voice and human touch. Stay intentional and thoughtful as you gather ideas and imagery!

Hack #13 - Take Action Today

Don’t let your looming new years goals go to waste… Marketing success isn’t about knowing—it’s about doing. Choose one strategy from this list and implement it within the next 24 hours. One step at a time, one more strategy everyday, and you can still reach your marketing goals for the year.

Need help? We specialize in law firm marketing, from SEO to PPC to social media strategy to content creation. Contact us today for a free consultation!

Get the Top 3 Social Media Post Templates for Law Firms to Grow Your Following and Get New Clients

Engage with prospects and save time with your FREE Canva template kit. This kit features the top 3 social media posts for law firms and directions on how to brand them for your own firm in 5 minutes or less.

Enter your email below and get the templates sent directly to your inbox along with an instructional video on how to make personalized edits.

Mastering Marketing Terminology: A Guide to Key Concepts for Business Success

Navigating the world of digital marketing can be daunting, especially with the plethora of terms and acronyms that are frequently used.

Whether you’re a seasoned professional or working with an agency in the industry, understanding these key concepts is crucial for optimizing your marketing strategies.

This guide will break down essential marketing terms that you will encounter on our website, in our case studies and throughout our social posts, providing clear definitions and practical examples for working with us or any marketing agency.

ROI (Return on Investment)

Definition: ROI measures the profitability of an investment. It’s calculated by dividing the net profit from an investment by the cost of the investment.

Example: If you spend $1,000 on a marketing campaign and generate $2,000 in sales, your ROI is 100%. This means you’ve doubled your investment.

Retention

Definition: Retention refers to the ability of a company to keep its customers over time.

Example: A subscription service that maintains 95% of its subscribers each month has a high retention rate, indicating customer satisfaction and loyalty. This also indicates that they lose 5% of their subscribers every month.

Churn

Definition: Churn is the rate at which customers stop doing business with a company.

Example: If a company has 100 customers at the start of the month and loses 17 by the end, the churn rate is 17%.

High churn rates suggest there are issues that need to be addressed to improve customer satisfaction.

Conversions

Definition: A conversion occurs when a user completes a desired action, such as making a purchase or filling out a form. You frequently have to define conversions for Google Ads and Google Analytics.

Example: If an e-commerce site gets 600 visitors and 30 of them make a purchase, the conversion rate is 5%.

Call To Action (CTA)

Definition: A CTA is a prompt on a website or ad that encourages the user to take a specific action. It should be simple, direct and easy to understand. It should also be something that stands out, like a brightly colored button.

Example: “Get a Free Quote” or “Sign Up Now” are common CTAs that guide users toward a desired action, such as filling out a form or making a purchase.

Landing Page

Definition: A landing page is a standalone web page created specifically for a marketing or advertising campaign. This is the page that you send ads to, not the home page. Everything on this page has one purpose – get the site visitor to buy your product or service.

Example: A page designed solely to promote a special discount on a product, with a clear CTA to “Buy Now,” serves as a good landing page .

SEO (Search Engine Optimization)

Definition: SEO is the practice of optimizing a website to rank higher in search engine results organically.

Example: Using relevant keywords, creating quality content, and obtaining backlinks are strategies to improve SEO and drive more organic traffic to your website.

Backlink

Definition: A backlink is a link from one website to another, which is important for SEO. For a more in-depth look at backlinks, check out this article from IFTS.

Example: If a popular blog in your space links to your business website, that backlink can improve your site’s authority and search engine ranking.

Citation

Definition: In SEO, a citation is a mention of your business’s name, address, and phone number (NAP) on other websites.

Example: Listings on directories like Yelp or Yellow Pages include citations that can help boost your local SEO by making your business more discoverable in search engines.

NAP (Name, Address, Phone Number)

Definition: NAP consistency refers to having the same business name, address, and phone number across all online platforms. Tools like Yext can help you maintain this easily.

Example: Ensuring your business’s NAP information is identical on your website, social media profiles, and directory listings helps improve local SEO.

Bounce Rate

Definition: The bounce rate is the percentage of visitors who leave a website after viewing only one page.

Example: If 1,000 people visit your website and 500 leave after only viewing the homepage, the bounce rate is 50%.

A high bounce rate may indicate that visitors aren’t finding what they’re looking for on your website.

SEM (Search Engine Marketing)

Definition: SEM involves using paid advertising to increase a website’s visibility on search engines.

Example: Running a Google Ads campaign or a Google Local Services Ad to appear at the top of search results when users search for “best local coffee shop” is an example of SEM.

PPC (Pay Per Click)

Definition: PPC is an advertising model where advertisers pay a fee each time one of their ads is clicked. This is most typically used when referring to a Google Ads campaign.

Example: A business runs a Google Ads campaign and pays $0.55 for each click. If their ad gets 1,000 clicks, they spend $550 in total on the PPC campaign.

Target Audience

Definition: The target audience is the specific group of people most likely to be interested in your product or service. You will want to think about age, location, psychographics, etc when defining your target audience

Example: For an Orlando-based wedding photography business, the target audience would be engaged couples planning their weddings in the Orlando area.

Understanding these fundamental marketing terms will empower you to make informed decisions and effectively communicate your needs and goals.

For more detailed explanations and examples, feel free to reach out to our team or explore our other resources.

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Enter your email below and get the templates sent directly to your inbox along with an instructional video on how to make personalized edits.

Attorneys – Elevate Your Online Presence By Removing These NINE Key Elements From Your Law Firm’s Website

Are you tired of your website feeling more like a legal labyrinth that requires a map and guide than a client-friendly portal?

Are visitors on the site lost in a sea of legal jargon, unable to figure out what action to take?

Do you always have to tell people where information is on your website rather than them easily being able to find it?

Well, you are in the right place because your law firm website makeover starts now.

Picture this: a website that not only showcases your legal abilities but also captivates online visitors from the moment that they land on your site. Imagine a digital platform that not only informs, but engages users, turning them from information seekers to eager clients that want to pay you for your services.

In today’s fast-paced digital landscape, where you get 50 milliseconds for a person to judge your website, make it count. Your site is your virtual storefront, your best salesperson and your online greeter all rolled into one…it’s also your ticket to reaching a broader audience full of potential clients.

Here’s the kicker – in order for your website to thrive in the competitive world of online legal marketing, you have to ditch outdated tactics and embrace a fresh approach that speaks directly to your target audience.

So, if you are prepared to say good-bye to cookie-cutter sites and hello to an amazing new website that gets you clients, let’s get started! It’s time to unleash the power of your legal acumen and make a lasting impression in the digital realm.

So, what are the 9 elements that you need to remove from your law firm’s website to accomplish all of this?

Element 1 To Remove - Unclear Brand Messaging

Make sure that your homepage communicates your firm’s specialty in a succinct way, right at the top of the page. Don’t make site visitors guess what you do. They need to know immediately that they are in the right place with the right firm.

Avoid using vague headlines like “Leading Law Firm” or “We Get You Legal Results Fast”.

Instead, opt for more descriptive statements such as “Expertise in Corporate Law For Startups” or “We Take Women Through Every Step Of A Divorce”.

If you can call out your ideal client and how you will help them, you will have great messaging that makes them want to learn more and stay on the site.

Element 2 To Remove - Ambiguous Navigation Labels

Site visitors need to know where to go on your website intuitively.

Instead of having a page that lists out all of your areas of practice, create one page per practice area. Not only does this make navigation easier, but it helps with your website’s SEO as well by having keywords in the menu.

You should also do this with the areas that you serve. Instead of having one page that talks about your service area, create independent pages for each of the cities or towns. This makes it much easier for a site visitor to know that your firm is in his or her area and can help.

Element 3 To Remove - Generic Subheadings On Website Pages

Get the attention of your visitors with specific subheadlines that engage them immediately.

You want them to say “This firm is for me” when they are reading the text on your site.

Instead of using a header like “Our Services”, try something more descriptive like:

“Comprehensive Family Law Representation”
“Strategic Criminal Defense Tactics”
“Starting A Business in 7 Steps”

When you make the subheadings specific, it allows a site visitor to self identify as a potential client.

In addition, more specific subheaders are great for telling the search engines like Google what your firm does and should help with your site rankings.

Element 4 To Remove - Slideshow Overload

Avoid overwhelming your visitors with excessive slideshows with multiple slides.

Streamline your pages to highlight key services or unique selling points effectively. Important information should not be hidden in a slide that someone has to wait for.

Not only that, but slideshows do not do well with accessibility for anyone accessing your site with a disability, so they may not get the information that they need.

Our bodies are hardwired to react to movement, so if you have a moving element on your website, it’s distracting. You never want anything on your website to distract from your messaging and stop someone from hiring you.

Element 5 To Remove - Inauthentic Imagery

Yes, stock images with pretty people and perfect lighting make your website pretty for YOU to look at. Your web designer probably thinks that it is pretty too.

However, it comes across as really inauthentic and boring.

When people are looking for a lawyer, they want to be able to see YOU and your team. People hire people, they don’t hire businesses. They want to make a connection. Stock images make it impossible for a potential client to make a connection.

It doesn’t matter if the lighting is a bit off or you need to lose those extra 5 pounds, an authentic picture comes across as a human that they can trust.

Build trust with potential clients by using authentic images that reflect your firm’s identity. Replace generic stock photos with genuine pictures of your team, office or clients (with consent of course) to convey credibility.

Bonus points if you let them know just a bit about your personal life, like sharing a picture of your dog or you at a local baseball game. You’d be surprised by how many people connect with you in that way.

Element 6 To Remove - Social Media Distractions

Have you ever noticed the websites that have the firm’s social media icons at the top of the page above the menu?

Well, I can guarantee you that they are losing more traffic than they would like.

By putting the social icons at the top of the page, you are just begging your visitors to click off of your page…and get sucked into the attention time sink that is social media. By the time that they are done checking their notifications and seeing the latest Reels, they may have completely forgotten that they started at your website.

Minimize this distraction by moving the social media icons to your footer and on your “Contact Us” page. This prevents visitors from being redirected away from your site and maintains their focus on your legal services. It also puts your social media pages at an easy to find spot.

Element 7 To Remove - Outdated Content

Keep your website relevant by updating or removing outdated content.

If your blog templates have dates on them, remove them. If the date is important, put it in the title or the text.

Most legal articles will be evergreen, so you don’t want people to click away because the article is 10 years old. If it’s still good information, they should read it. Don’t make it easy for them to dismiss.

Element 8 To Remove - Unreadable Content Blocks

Which paragraph looks easier to read?

I think that most people would agree that Option 2 is much easier to read than option 1. It has whitespace and gives the eye somewhere to rest.

Improve readability by breaking up dense paragraphs. Some of the ways that you can do this include:

Shorter sections
Utilizing bullet points
Use easy to understand headlines
Highlight or bold key points that you want to draw the eye to

See what I did above? I just made that easier for you to read by breaking it up into bullet points.

You want to do your best to enhance the user experience by making information more digestible and accessible. 79% of people scan new pages that they come across, so the text needs to be formatted to grab their attention. Blocks of text just won’t work.

Element 9 To Remove - Excessive Legal Jargon

Simplify your website’s language by eliminating excessive legal jargon that may alienate or confuse visitors.

Yes, your content may sound “legal” or impress your colleagues, but that’s not who your website is for.

When writing your content, ask yourself (just like in law school), cui bono, who benefits?

If the answer to your question is not “My potential or current clients”, you know what to do.

Instead of bombarding potential clients with complex legalese, strive for clear and concise communication that everyone can understand. Remove dense paragraphs filled with technical terms and replace them with plain language that resonates with your target audience.

By cutting through the legal mumbo-jumbo, you’ll make your website more accessible and user-friendly, ultimately fostering stronger connections with potential clients through authenticity and trust building.

You can even try a tool like quillbot to rewrite sentences with a certain reading level in mind.

What Is Next For My Firm’s Website?

In conclusion, optimizing your law firm’s website is essential for staying competitive in today’s digital landscape.

By removing outdated elements and enhancing user experience, you can create a more engaging and effective online presence that attracts and converts potential clients.

Let’s recap the nine key areas we’ve discussed:

Ensure clarity in your brand messaging and homepage headlines.
Use specific navigation labels to guide visitors effectively.
Craft engaging subheadings that capture attention and provide value.
Streamline your homepage to prioritize essential information.
Opt for authentic imagery that builds trust with potential clients.
Minimize distractions by strategically placing social media links.
Keep your website content relevant and up-to-date.
Enhance readability by breaking up dense paragraphs and utilizing formatting.
Simplify your language by eliminating excessive legal jargon.

By implementing these changes, you can transform your website into a powerful marketing tool that showcases your expertise and attracts your ideal clients.

Now, it’s time to take action!

Review your website with a critical eye and identify areas for improvement based on the principles outlined in this article. Whether you choose to make small tweaks or undergo a complete overhaul, remember that every change you make contributes to a more user-friendly and effective online presence for your law firm.

Don’t hesitate to reach out to IFTS, Inc. or call for assistance if needed.

Your website is your digital face to the world—it’s time to make it shine. Start implementing these strategies today and watch as your online presence grows and flourishes.

Here’s to a brighter, more successful future for your law firm!