Client-Focused Digital Marketing

By Alexandra Davis

From hearings to client consultations to navigating the nuts and bolts of running your business, you’ve got plenty to deal with on a daily basis. As such, it’s completely understandable if keeping up with the ever-changing trends in digital marketing isn’t exactly high on your list of priorities.

If we’re being honest, it probably shouldn’t be. After all, you didn’t go to law school to learn how to write blog posts, launch an email campaign, or study the Google algorithm. Presumably, you went to law school because you wanted to be a lawyer.

Even for the marketing enthusiasts among us, keeping up with new social media platforms, tracking changes in search engine optimization trends, and tuning into the chorus of voices that tell us how, when, and where to market, it is easy to get overwhelmed. Cue burnout, fatigue, frustration, and I’ll Just Worry about This Later Syndrome. Cue the ugly blinking cursor, blank pages, and five-year-old, outdated website copy.

Law firm marketing does not have to be like this. And no, you don’t have to shell out hundreds to a fancy marketing agency. 

Instead of fretting over keywords, social media platforms, algorithms, statistics, and which form of media is most effective at converting, you can boil your entire content strategy down to two questions: (1) What value can I provide my prospective client base in order to get them to visit my site, and (2) once they show up, what can I do to keep them around?

The answer? Focus on the client. Always, always, always focus on the client.

It is that simple. The most important facet of any digital content plan is to focus on the unique audience that you, and only you, are equipped to serve. Start a dialogue with your intended customer base, and a relationship will follow naturally.

This means, first and foremost, that it is not about you. It never has been, and it never will be.

Your digital content is not an opportunity to tout yourself. While this may be an important part of building your brand, your content should be geared toward providing value to your customer – to educate and inform. To show up as an authority on their legal issues. To serve, and to serve again and again.

So how, exactly, do you do this?

I’ve boiled it down to three guiding principles. Think of these as the three pillars on which to build your legal content marketing process.


1. Educate.

2. Inform.

3. Persuade. 


Always, always, always educate and inform before you persuade. Said differently, educate and inform in order to persuade.

Let’s break these down further.

Educate your audience on who you are, what you do, who you serve, and how you are uniquely positioned to help your audience.

Inform them on the law that impacts the legal issues they are likely facing. This demands that you know – truly know – your audience. You should not only monitor who visits your website, but why these visitors even sat down to Google local lawyers in the first place. Who are they? What issues are they facing? What are their most commonly-asked questions? What are the hurdles – financial or otherwise – that this demographic typically faces?

Becoming acutely aware of your audience positions you to create content that is highly relevant to them – tailored to meet their specific needs. In other words, strive to become a student of your online audience.

Persuade them to contact you, as the preeminent authority on their legal issues. How? Show them that it is in their best interest to do so. This is where quality content becomes king. Regularly producing highly relevant, professional, polished, and informative content will show – not tell – your prospective clients that you know the law affecting their cases inside and out, and that you are poised and ready to serve them well.

When you write copy for your website, blog posts, social media updates, external newsletters, or even direct mailers, keep these three goals in the forefront of your mind. This will keep you on track when developing content that is customer-focused.


More marketing tips for law firms:

A Content Marketing Strategy For Law Firms That Works

How Should Lawyers Respond To Negative Online Reviews

A Quick Intro To Online Reviews For Lawyers

Why Lawyers Need To Claim Their Avvo Profiles

Bare Bone Basics Of Social Media For Lawyers


Alexandra Davis is a North Carolina attorney and president and founder of Davis Legal Media. She provides custom content for law firms in the form of blog posts, web copy, external communications and creative assets. You can learn more about Davis Legal Media here