Legal Marketing Glossary

A marketing practice that involves paying for space to promote the services your law firm offers.

The goal of any advertising campaign is to reach people in need of legal services and entice them to contact your firm instead of another.

The money your law firm allocates for promoting your services to your target audiences.

It typically spans the cost of all paid media placements.

The analysis of large sets of law firm marketing data using mathematics, statistics, and computer software.

Analytics are reported for all law firm SEO, Google Ads, and social media campaigns.

Links on other websites (relevant to the legal industry) that refer back to a page on your website.

Quality backlinks can help your law firm rank higher in search engines, as they are a strong indicator of how popular and trustworthy your website is with users.

A collection of journal-like articles on your attorney website written about a particular topic of interest to current or potential clients.

New articles are added frequently to increase your firm’s authority within your market. Great for SEO.

The writing, photography, videography and other media content published to your law firm’s blog.

The purpose of blogging is to provide frequent updates, informal articles, and opportunities for clients to engage with your firm.

The percentage of visits to your firm’s website where only one page was viewed.

Users “bounce” when they view a landing page but don't click on any links or view more pages.

Not always a negative thing.

A paid advertisement on Facebook promoting an existing post from your firm’s business page.

Boosted Posts magnify the reach of your content to a wider range of your target audience.

Different and less customizable than Facebook Ads.

Your brand is how your law firm is perceived by those who engage with or experience it.

From the name of your firm, to your logo, visuals, employees, and overall client experience… your brand is the intangible but recognizable feeling associated with these assets.

The degree to which the public recognizes and differentiates your law firm among other competing firms.

The goal of branding is to create positive perceptions of the qualities that distinguish your firm from your competition.

The process of creating a brand and developing an identity that accurately represents your law firm and distinguishes it from your competitors.

The continual effort to optimize and improve your marketing assets, aiming to subconsciously influence potential clients to choose your firm over others.

The process of creating a cohesive, positive perception of your law firm by creating cohesive messaging and visual elements such as your logo, design, content, and a consistent theme throughout all marketing communications.

After development of your website is complete, a CMS allows lawyers/agencies to create, manage, and modify content without needing advanced technical knowledge.

A strategy law firms use to attract, engage, and retain potential clients by creating and sharing relevant information such as videos, social posts, podcasts, and various media.

The purpose is to establish expertise, promote brand awareness, and keep your firm fresh on the minds of your target audience.

The percentage of users who have completed a desired action. This is calculated by taking the total number of users who convert (click on an ad, fill out a form, etc.) and dividing it by the overall size of your audience.

CRO is the process of increasing the percentage of conversions from a legal website or ad campaign. Involves the generation of ideas for elements on your site or ad creative that can be improved and validated with proper testing.

Measures how cost-effective your marketing campaigns are when it comes to generating new leads for your law firm. A lead is considered as a potential client that has expressed interest in your firm by completing a specific goal on your website or ads.

CAC refers to all resources and costs your law firm must spend to acquire an additional client. Calculated by taking all marketing expenses and dividing by the number of new clients gained during a specified period of time.

Any advertising efforts delivered through digital channels to promote your brand and connect your law firm with potential clients.

Using email to promote your law firm to potential clients, or to other attorneys for referrals.

Perfect for keeping peers and clients aware of updates within your firm or local market.

Reaffirms and enhances the value of your brand.

The practice of promoting your firm’s brand and maintaining its presence on Facebook. Includes messaging, images, videos, podcasts, and all other forms of content for both organic and paid placement.

The promotion of your law firm’s services through paid ads utilizing text, image or video.

Widely used for legal marketing due to its large audience (over 2 billion people) and the ability to target highly specific audiences.

A Google product used to promote your law firm and its services, raise awareness, and increase traffic to your website.

We choose which keywords are most relevant to your practice areas and location, and set a budget for your campaign.

Billed on a pay-per-click (PPC) model, meaning you’re only charged when a potential client clicks on your ad.

Measures and reports on your law firm’s website traffic.

Provides information about how people engage with your website including the most popular content, geographic location, time spent on each page, and what devices are used to browse.

A web page is indexed when it has been visited by the Google crawler, analyzed for page content and meaning, and stored in the Google index.

If Google's webmaster guidelines are followed correctly, indexed pages are shown in Google Search results.

The use of visual content and messaging on the Instagram platform to promote your law firm and its services.

Effective in building awareness and trust in your brand.

The process of discovering which words and phrases potential clients are using to search for law firms online.

A keyword can be one or two words “injury lawyer”, or it can also be a complete phrase or a question “car wreck law firm near me”.

A web page created specifically for a legal marketing or advertising campaign.

Designed with a single focus or goal, known as a call to action.

Your logo is a visual image that represents your law firm. It should be easily understood and recognized.

They generally involve an identifying symbol, stylized text, and establish the primary colors associated with your firm’s marketing assets.

The creative process for establishing the visual representation of your law firm, in its simplest form.

One of the first investments made when establishing your firm’s brand.

The creative and structured effort to create, communicate, and deliver value to your clients, with the goal being to manage client relationships and public perception in ways that benefit both your law firm and your clients.

Refers to all the money a law firm intends to invest on marketing-related projects over a specified time. Includes all marketing and advertising expenses related to the promotion of your firm and your brand’s development.

Competitive law firms generally spend between $10,000 and $50,000 per month, depending on their market.

All sales or marketing materials used to promote your law firm and its services.

Includes print materials such as brochures, flyers, and direct mail material as well as digital marketing assets like landing pages, case studies, online advertising, newsletters, branded content, and blog posts.

Traditional marketing tactics used to push your law firm’s message out to a broad audience.

Includes marketing assets such as billboards, radio ads, direct mail, and TV commercials.

Allows law firms to pay for listings within the search engine results pages for specific keywords and phrases related to your industry.

We work with lawyers to select search terms, write advertising copy, create landing pages, control your ad spend and budgeting, and test and refine your advertising for maximum effectiveness.

The visual images produced to represent you and your law firm.

Headshot and office photography can be used in all facets of your marketing collateral.

Professional law firm photographers can help your firm stand out from others and build trust and relatability for your firm.

The creation, production, and distribution of a series of audio episodes aimed to promote your law firm and establish authority as a thought-leader in your industry.

A law firm marketing strategy aimed to promote your expertise and services through organized audio content.

Helps reach potential clients, tell your brand’s story, build authority, and encourage word-of-mouth marketing.

A form of digital advertising for law firms where a fee is paid each time one of your ads is clicked.

Basically, paying for targeted visits to your website or landing page.

A modern web design approach that allows your law firm website and pages to display correctly on all devices and screen sizes.

Optimizing your website to automatically adapt to the exact screen your client is using.

A digital marketing strategy that focuses on getting your law firm website on the first page of search engine results, and compete for the first overall ranking.

The goal is to drive the maximum amount of potential clients to your site, and have them take action once they are there.

A marketing process aimed to continually optimize your law firm website's technical configuration, content relevance, and backlink profile.

We do the work necessary for Google and other search engines to trust and refer your website over other competing law firms.

Displays all of the essential elements of an active law firm SEO campaign in real-time.

It typically includes metrics such as keyword rank tracking, content deliverables, organic traffic, web conversions, backlinks built, etc.

Websites and applications that allow people to communicate, promote, and share information on the internet using a computer, mobile phone, or tablet.

The most common social media apps used for legal marketing are Facebook, Instagram, Twitter, Tiktok, and YouTube.

Using social media to promote your law firm, brand, and services.

Social media marketing allows your brand to insert itself into ongoing conversations, and build trust within your target audience.

The planning, recording, and editing of video footage used to market your law firm.

Utilizing video to emotionally engage and connect with potential clients.

Aids in building brand awareness by promoting your videos where your clients spend time online.

The process of planning, creating, and arranging your law firm’s content online in a structured form that can be easily navigated by both potential clients and search engines.

The technical work that goes into building a website, including everything from markup, coding, scripting, network configuration, and CMS development.