Internet Marketing for Law Firms: What Do Top Clients Have In Common? (2025 Update)

At PaperStreet, we’ve spent over two decades crafting law firm websites and executing SEO campaigns that deliver real results. Through our work with over 2,000 law firms worldwide, we’ve identified key trends that distinguish high-performing internet marketing campaigns from those that fail to gain traction.

#1: Choose a Niche for their SEO Campaigns

Top-performing firms don’t just rank—they own the search results for their practice areas. They:

Rank highly for core and long-tail keyword phrases.
Ensure the keywords they target actually have search volume (low-traffic terms don’t drive leads unless strategically long-tail).
Rank #1 in both their city and state for their primary practice areas.
Have content structured around user intent, aligning with how potential clients search for legal services.

#2: A Professionally Designed Website (Not DIY or Template-Based)

Successful firms understand that their website is the foundation of their online presence. Their sites are:

Custom-designed with a strong brand identity (not a cookie-cutter template).
Easy to navigate with a clear user experience (UX) and mobile responsiveness.
Built with strong calls to action (CTAs) that drive conversions (e.g., contact forms, chat options, and click-to-call buttons).
Targeted to the right audience, ensuring messaging resonates with potential clients.
Focused on specific practice areas, rather than trying to be a generalist site.

#3: Consistent & High-Quality Content Strategy

Content is still king, and top firms take content marketing seriously. They:

Dedicate time and resources to their website, either in-house or by hiring professional legal writers (like PaperStreet offers).
Publish weekly (if not daily) blog posts, practice area updates, and legal guides.
Continuously analyze their website analytics and adjust strategies to improve rankings and engagement.
Leverage social media, ensuring their firm stays active and relevant in online discussions.
Run PPC campaigns alongside SEO efforts—not for rankings, but to boost traffic and lead generation during SEO ramp-up periods.

#4: A Commitment to Testing & Investing in Success

Successful firms test, refine, and invest in their marketing. They:

Are not afraid to experiment—they test new strategies, layouts, and messaging.
Dedicate a serious budget to SEO, PPC, and content (often in the five-figure range annually).
Understand that spending a few hundred or even a few thousand dollars won’t cut it when competing against firms investing heavily in SEO, content, and paid advertising.
Focus on quality over quantity, ensuring money is spent on strong web design, well-researched content, and strategic marketing initiatives.

The Bottom Line

The most successful law firms online have three things in common:

They publish valuable, client-focused content that answers real legal questions.
They invest in a unique brand and user experience that differentiates their firm.
They continually analyze and refine their marketing strategy over time.

At PaperStreet, we help law firms achieve and sustain SEO success by offering custom web design, expert legal content, and strategic digital marketing services. Want to dominate your market? Let’s talk.