If your law firm isn’t investing in digital advertising, you’re falling behind. Nearly 80% of legal consumers turn to the internet when they need legal help, according to the National Law Review. That means your online presence isn’t optional—it’s your first impression.
Law firm digital advertising helps you reach people actively looking for legal services, build trust with potential clients, and turn interest into real business. It’s also faster and often more affordable than most traditional methods.
Traditional vs. Digital Advertising
Balancing traditional and digital ads helps your law firm reach more people. Digital advertising increases your visibility online, while traditional ads can still work well with audiences who spend less time on the internet.
Here’s how each approach stacks up.
Traditional Advertising
Traditional marketing includes:
- Direct mail
- Billboards
- Newspaper or magazine ads
- TV or radio spots
Why go traditional?
- They connect with your nearby audience. If you’re focused on local clients, a billboard or local newspaper might do the job.
- They’re memorable. A branded pen or flyer lasts longer than a quick online ad.
- They show up again and again. A postcard on a fridge or pen in a drawer keeps your name top of mind.
Even if traditional ads work for now, building a digital presence—like a Facebook page or an email list—helps ensure long-term visibility.
Law Firm Digital Advertising
Digital ads help you reach beyond your immediate area. They’re great for connecting with people who may never drive by your office but still need your legal help.
Common forms of law firm digital advertising include:
- Search ads (Google or Bing)
- Display or banner ads
- Video ads (YouTube, TikTok)
- Social media ads (LinkedIn, Facebook, Instagram, Twitter)
Digital advertising is often more flexible and affordable than traditional options. You can start small, test what works, and adjust as needed.
Key benefits:
- Precise targeting: Reach people based on location, search history, or interests.
- Engagement: Viewers can click, share, or comment—turning ads into conversations.
- Trackable results: See exactly how many people viewed, clicked, or contacted you.
- Speed: Launch a campaign and start getting traffic the same day.
You don’t need to choose between traditional and digital. A combination can be powerful. At Scorpion, we help firms create smart campaigns that attract qualified leads.
Choosing Where To Advertise
Start by asking: Where are your ideal clients?
Are they local? Out of state? Are you focused on specific types of cases? Your answers will shape your strategy—whether that means investing in a local billboard or running Google Ads.
Next, consider your budget. Here’s what different types of advertising can cost:
- Billboards: $250–$14,000+ per month
- Social media campaigns: $4,000–$7,000/month on average
- PPC campaigns: $6,250–$10,000/month
- SEO services: $2,000–$6,000/month
When you break down the costs, you’ll see that both traditional and digital marketing can be inexpensive. However, unless you’re doing traditional small-scale marketing, you tend to get more flexibility in your spending with SEO campaigns and digital marketing.
With law firm digital advertising, you can test and refine campaigns quickly. A starting budget of $5,000–$10,000 can be enough to get results—without spending it all at once.
Be Prepared for Leads
Once your ads go live, make sure you’re ready to collect and respond to leads. Each click should take visitors to a landing page where they can leave their contact info.
A good landing page includes:
- A simple form for names, emails, or phone numbers
- A list of your key practice areas
- Easy-to-find contact info
- Clear calls to action, like “Schedule a Free Consultation”
Make the next step as simple as possible.
Receiving Leads With Law Firm Digital Marketing? Take the Next Steps
When leads start coming in, follow up quickly. You might hear from them via phone, web form, email, or even walk-ins. Don’t let those opportunities go unanswered.
Here’s how to stay organized:
- Have a staff member answer phones during business hours
- Assign someone to check emails and forms daily
- Use live chat on landing pages to connect in real time
- Send top leads to an attorney for a quick consult
- Welcome walk-ins and collect their information
- Set time aside each day for follow-ups
As your process improves, you’ll get more of the leads you actually want—and fewer missed opportunities.
Let Scorpion Help With Your Law Firm Digital Marketing
Whether you’re just getting started or ready to optimize your efforts, Scorpion can help. We’ll build a law firm digital advertising strategy designed to bring in the right clients and help you get the most from every lead.
