38 Best Law Firm Marketing Tools

With the latest law firm marketing tools, you can automate repetitive tasks, get insights about what’s working, and make smart decisions about where to invest your marketing budget next. We’ve categorized the best software and services for legal professionals to make it easy for you to find just the right solution for your marketing needs.

Competitor Analysis

A solid legal marketing strategy starts with some good old analysis — you need to understand what your competitors do and how you can outperform them. Here are a few law firm marketing tools that can give you that edge you’re looking for.

Ahrefs

Ahrefs is a digital marketing tool that crawls the web and provides data on keywords, backlinks, and the overall content performance. It’s particularly useful for competitor analysis.

With Ahrefs, you can reveal what marketing channels your rivals use, identify their top-visited web pages, discover their most popular services, detect keywords that your prospective clients search for, and much more. Plus, it lets you see how your own marketing stacks up against theirs.

Semrush

Semrush is a similar marketing tool that offers competitive analysis, but with a bit more of a visual, intuitive interface. It gives you a complete picture of how competitors are performing in both organic and paid search. With its Keyword Gap feature, you can compare your keyword profile with your competitors, identifying SEO opportunities they capitalize on that you’re still missing.

Similarweb

Similarweb is a digital intelligence tool that shows how websites perform across your industry. It helps you explore competitors’ traffic sources, SEO strategies, and PPC campaigns, and understand which channels fuel their success.

You can analyze keywords by geographic performance, user intent, and difficulty level. The platform’s AI keeps you ahead by notifying you about competitors’ latest activities, like the use of new, traffic-driving keywords.

SpyFu

SpyFu lives up to the “spy” in its name. Unlike Ahrefs and SEMrush, which cover broader search engine optimization for lawyers, content marketing, and site auditing, SpyFu was designed exactly for competitive intelligence.

If pay-per-click (PPC) is your priority, then you’ll benefit from its Google Ads Spy Tool, which determines competitors’ paid keywords and ad copy. In addition, the Multi-Competitor Keyword Tool identifies where rivals rank while you’re not, so you can close these ranking gaps.

BuzzSumo

BuzzSumo specializes in content, social media, and influencer marketing. It aims to show you:

• Which content formats perform best
• Which social networks bring in the most engagement
• Who’s sharing competitor content
• How your content measures against theirs

For example, its Facebook Page Analyzer breaks down likes, shares, and comments by post type, length, and publishing time. This is how you can get visibility into how competitors manage their social pages.

Analytics and Reporting

Finally, to see if your marketing efforts are truly paying off, you need solid analytics. The law firm marketing software below helps you track how your website performs and how effective your marketing campaigns are.

Google Analytics

Google Analytics provides comprehensive website tracking that shows how visitors find and interact with your law firm’s site. This tool reveals:

• Which pages are visited the most
• How long visitors stay on your website
• Which marketing channels drive the most traffic
• Where visitors drop off in your conversion funnel
• What geographic areas your visitors come from

With this information, you can determine the practice areas drawing the most interest, optimize pages that aren’t performing well, and better understand which marketing efforts actually turn visitors into clients.

Google Search Console

Google Search Console works a bit differently from Google Analytics. While Analytics examines what visitors do after they land on your site, Search Console gives you insight into what leads them there in the first place. You can find out which keywords drive traffic to your practice, determine any technical issues that could keep Google from indexing your content, and detect chances to increase your search rankings.

Looker Studio

Looker Studio, previously known as Google Data Studio, is one of the best reporting tools. It lets you create interactive dashboards that pull data from different places, like your website traffic, advertising campaigns, CRM, and case management systems. This way, you get a well-rounded view of your marketing funnel, from the first click to the case resolution.

CallRail

CallRail helps law firms track and analyze phone calls from potential clients. It records and transcribes conversations so you can easily review them later. Plus, its AI draws up quick summaries and sentiment analyses, so you don’t have to listen to every call in full.

Website and Content Management

According to our legal marketing statistics, 78.2% of law firms use a website as part of their marketing strategy. If you don’t yet have one or aim to enhance your current site, these content management systems (CMS) make it a lot easier to build and manage a professional online presence that will attract new clients.

WordPress

WordPress originally started as blogging software, but now it caters to various industries that sell products and services. As an attorney, you’ll love its content-centric design since publishing articles that inform prospective clients and sell your professional services is crucial for legal marketing.

The platform offers numerous professional themes that perfectly reflect the respectability and professionalism your practice deserves. WordPress is also widely regarded as one of the best CMS for SEO thanks to its built-in SEO capabilities and a wealth of SEO plugins.

Webflow

Webflow is another great website builder, and it requires less coding knowledge than WordPress. It’s a user-friendly alternative that still allows you to create a quality, professional website. With its intuitive visual editor, you can develop responsive pages by simply dragging and dropping elements where you want them.

Wix

Wix is the most straightforward website builder among the ones we’ve mentioned. It offers 900+ design templates, making it easy to find a professional look for your legal practice. Its extensive app market provides additional functionality so you can customize your website functionality.

Overall, if you need to get a professional website up and running quickly with minimal effort, Wix is the simplest path. However, its SEO capabilities are more limited in comparison to other tools.

Social Media Management

Speaking of social media channels, it’s a fantastic way to grow your client base, not just through paid ads but also organically. Law firms thrive on platforms like Instagram and TikTok, while LinkedIn can help you build a professional network. With specialized social media software for legal marketing, you can keep a steady presence across various networks more efficiently.

Hootsuite

Hootsuite is a handy tool for social media marketing. It lets you find the best times to post your content. Next, you can schedule your posts to go live automatically during the peak periods. Plus, it seamlessly integrates your private and public messages into a single inbox, so you won’t miss any comments or direct messages from prospective clients.

Buffer

Buffer is a user-friendly social media management tool that allows you to personalize and repurpose content for each platform. If you have a marketing team, it’s perfect for collaboration, as Buffer features permission settings, approval workflows, content notes, and a shared calendar.

Sprout Social

Sprout Social offers robust customer engagement features that help law firms seamlessly connect with more clients:

• Message prioritization
• Automated routing
• Alternative replies with AI Assist.

With the platform’s SproutLink feature, you can create a simple landing page with multiple links that you can use in your social profiles, which is especially useful for Instagram, where you can only have one link in your bio. Overall, if you’re looking for an all-in-one social media platform with plenty of functionality, Sprout Social is the way to go.

Email Marketing and Automation

When it comes to email marketing automation, you shouldn’t be limited to your CRM only. There are numerous standalone tools with advanced features to make your emails catch the eye of your leads and drive the intended action. Consider the email marketing software for law firms below to enhance your outreach and nurture relationships with existing clients.

Mailchimp

Mailchimp has an email builder with numerous features to make your law firm emails look as professional as your practice is in reality. And now that AI is here, Mailchimp can even help you draft your first email. What’s left for you is just to review and send it. In addition, its top-notch segmentation features let you target the leads who are most likely to engage with your messages.

ActiveCampaign

ActiveCampaign also features an AI-driven email builder that takes away the tedious manual design work from busy lawyers. But just because you use automation doesn’t mean you lose control. With ActiveCampaign, you can decide when to start or pause an automation.

Constant Contact

Constant Contact offers a straightforward email marketing platform that’s easy to use. You can create stunning emails, social media posts, and landing pages thanks to its direct integration with Canva. Plus, it can be integrated with Vimeo. Its simple analytics help you see which messages work best with potential clients.

Advertising and PPC

To get more exposure for your website, you can take advantage of PPC. PPC-focused marketing software for lawyers can help you create, manage, and optimize campaigns that reach your target audience at the right moment.

Google Ads

Google Ads is the leading PPC platform that provides access to potential clients through search results, display networks, and YouTube. It allows for detailed targeting based on location and timing, along with performance analytics that reveal which ads actually lead to consultations.

Local Service Ads are a unique ad format from Google created specifically for service providers like attorneys. Unlike standard Google Ads, where you pay for each click, with Local Service Ads, you only pay when someone reaches out to your firm.

Microsoft Advertising (Bing Ads)

These ads pop up in search results on Bing, Yahoo!, and DuckDuckGo and tend to attract an older, more affluent demographic that often has more legal needs. While Bing may not be as popular as Google, it usually offers lower competition and, thus, lower cost-per-click rates for legal keywords, helping you get more out of your online advertising dollars.

Meta Ads

Meta Ads tap into the massive audiences of Facebook, Instagram, and WhatsApp. These social media platforms allow you to reach potential clients while they browse their feeds. The visual ads let you display your firm’s personality and share success stories, building brand recognition and trust among users who may need your legal services, even if they’re not actively looking for an attorney yet.

Video Marketing

Video content is an excellent method to share client testimonials or offer your expert opinion on legal matters. The following platforms enable you to showcase your expertise in a format that’s more engaging than text alone.

YouTube

YouTube is the big player in the video hosting field, and it hardly needs an introduction. Your firm’s explanatory videos and client success stories can keep attracting leads for years. Established firms can even earn revenue through ads. Plus, YouTube’s analytics can provide valuable insights into your audience and their interests.

Vimeo

Vimeo offers a more professional alternative to YouTube with higher video quality and no distracting ads. It’s ideal for law firms wanting to present client testimonials and case studies. While it has a smaller audience than YouTube, you can embed links to Vimeo videos on your website or share them in emails.

Wistia

Wistia is a video hosting platform built specifically for businesses. It offers powerful lead generation tools, such as email capture forms that appear during videos, which you can use to turn passive watchers into potential clients. Plus, with Wistia, you can see exactly which parts of your videos people watch, rewatch, or skip, to better understand what resonates with your prospects.

Client Reviews and Reputation Management

Client reviews and testimonials remain important sources of information for potential customers: 82% of people who need legal services check online reviews before choosing a law firm. That’s why you should consider legal marketing tools for online reputation management.

Google Business Profile

Google Business Profile (GBP) is a key component of local SEO for lawyers that literally puts your law firm on the map. Once you optimize it, when someone searches for legal help in their area, your profile will appear with everything they need: contact information, hours, photos, and client reviews. You can respond to reviews publicly, showing how you handle communication and criticism. And the best part is that GBP is completely free.

Avvo

Avvo comes with a rating system, scoring attorneys on a scale from 1 to 10. Potential clients often check these scores when they research law firms. The platform also allows clients to write detailed reviews about their experiences with law firms. What’s great about Avvo is that it tends to rank pretty high in search results when people look for attorney reviews or ratings in specific areas of law.

Legal Directories and Listings

When people need legal assistance, along with organic and paid search and social media, they often turn to specialized legal directories. Let’s explore some options.

Justia

Justia is a resource that aims to connect clients with lawyers. Millions visit it, and your profile can pop up in their search results when they look for attorneys nearby. You can emphasize your experience, display successful cases, and include testimonials from previous clients.

FindLaw

FindLaw is another platform people visit to find specific legal information and lawyers, whether searching by legal issue or by name. With over 1.2 million law firms listed, not being there means you could be missing out on opportunities while your competitors take the spotlight.

Lawyers.com

Covering particularly the U.S. and Canada, Lawyers.com offers listings across more than 150 practice areas. Its helpful “Ask a Lawyer” feature allows you to respond to questions from people seeking legal guidance. This way, you can share your expertise and get more clients without being overly sales-y.

Customer Relationship Management (CRM)

With all the tools above, you’re sure to generate many prospects. Yet, you need to manage client relationships once they’ve been established. These law firm CRM software solutions help you track potential clients from first contact to case resolution.

Clio

Clio is more than client management software for law firms — it includes features for task management, website development, workflow automation, and even court e-filing. But it can also help you connect and communicate with both leads and existing clients.

The Clio Grow tool is specifically designed for this purpose. It allows you to organize contacts, track the progress of your leads, and set up automated email campaigns.

HubSpot

HubSpot is an all-in-one marketing platform that many law firms find valuable. Its CRM provides client data management with visual deal pipelines that show exactly where each customer stands in your process. HubSpot is particularly useful thanks to its website integration tools that track how visitors interact with your site before contacting you.

Lawmatics

If you seek CRM software for attorneys, Lawmatics is definitely worth considering. It brings together client intake, CRM capabilities, and marketing automation tools in one package. You can connect your Gmail or Outlook inbox to keep all conversations organized.

The platform lets you create specific audience segments for more effective targeting and organize contacts using customizable tags that relate to your practice areas. Plus, it provides lead tracking features, from the initial inquiry to case resolution.

Legal Case Management Solutions

While CRMs and marketing software for law firms are great, you might want to couple them with specialized legal practice management software, which can also streamline your marketing efforts. Here are some more platforms for robust case management.

• PracticePanther: This service integrates easily with other document management systems like Box, Dropbox, or OneDrive, but provides more specialized features. For example, version control lets you keep track of all your documents, so you always know which draft is the latest. Plus, you can share documents with clients, attorneys, and your support team, knowing your sensitive data stays protected.
• MyCase: MyCase guides you through every stage of your case management process, from intake to resolution. It allows you to add events to a calendar, set up appointment reminders, create and manage documents, automate tasks, and analyze cases.
• Rocket Matter: Rocket Matter offers a dashboard if you prefer to visualize your legal practice activities. You can access calendar events, tasks, time and billing information, and account balances all in one view. You can even customize the widgets to make sure you never miss out on the info that’s most important for your workflow.

Web Chat and Client Intake

Now you have a website and ideally content on it. That’s great! The next step is turning website visitors into actual clients. The solutions below were designed to optimize the client intake process and customer support.

LiveChat

LiveChat is just what it sounds like — a real-time messaging tool that pops up to greet visitors when they land on your website. It works with either your customer service team or with an AI assistant and easily integrates with WordPress and other platforms. Plus, it’s quick to set up, so you can start chatting with website visitors in no time.

Tidio

Tidio is another live chat and chatbot tool for your website. Its Lyro AI Agent speaks 12 languages, which makes it perfect for legal firms serving different communities. The platform’s contextual flows adapt conversations based on what visitors do. For instance, if someone is viewing your family law page, the chat can offer divorce consultation information automatically.

Casepeer

CasePeer is a centralized platform for lawyers. While it has all kinds of practice management features, including case management, it also serves as a client intake solution. With CasePeer, you can:

• Send online intake forms
• Provide eSignature requests
• Create a dedicated client portal.

Final Thoughts

We’ve highlighted some of the best legal marketing software for different areas of legal marketing. These solutions can improve your results while saving you time and effort.

Yet, marketing can still be complicated: you need to know how to create the right strategy for success and what to look for in these tools to implement it. This is especially true in search engine optimization for lawyers, which requires a multifaceted approach and deep expertise.

Consider cooperating with a specialized law firm SEO agency like SeoProfy. Our team will help you achieve sustainable high rankings, consistent traffic, and conversions that continue even when you stop paying for ads.

SeoProfy brings extensive experience in the legal industry and understands what strategies work in this field. Contact us for a free consultation, and we’ll gladly develop a customized approach tailored to your firm’s objectives.

Author

Andrew Shum

Andrew is the Head of SEO at SeoProfy, leading a team of more than 20 experienced SEO specialists. He has been involved in search engine optimization and digital marketing since 2016, gaining hands-on experience across various niches and regions. Andrew possesses strong analytical and strategic skills, particularly in planning SEO strategies for highly competitive projects.