• Free Automated SEO Site Audit

  • Form Example
  • The results from your free SEO audit will take 30-60 seconds to complete. Please be patient during the scanning process.

    Please visit our free backlink checker to get a more granular view of your site’s backlinks. 

  • Legal Marketing Trends

    6 Legal Marketing Trends for 2024 and Beyond

    Legal SEO and link building have seen dramatic shifts, particularly with the emergence of generative AI.

    For law firms and attorneys, strategizing with these trends in mind will only enhance online marketing ROI.

    These 6 Legal Marketing Trends Are Hot

    Legal Marketing Trends

    For law firms, digital marketing can be more challenging than it is in other businesses and industries. This is true for a number of reasons:

    • Restrictions and regulations. For many decades, law firm marketing and promotion was illegal. And while that all changed with Bates vs. State Bar of Arizona in 1977, there are still plenty of restrictions and regulations regarding what your law firm can say and do in marketing and advertising.
    • Heavy competition. The competition is overwhelmingly stiff in the legal industry. Some law firms regularly spend $100,000 on PPC ads every month. For smaller firms, this creates some challenges with how to stand out on a limited budget.
    • Subject matter. Marketing legal services is a little bit harder than marketing the latest video game. People only need your services when a specific situation arises. This means you have to be more strategic with how you target your audience.

    Yet despite these challenges and constraints, the best law firms consistently point back to marketing as one of their keys to success. They’ll also tell you that it’s important to stay up to date on the latest trends.

    In the world of digital marketing, trends can come and go in a matter of weeks. So rather than focusing on quick tricks and questionable hacks, we’re going to drill down and emphasize the biggest legal marketing trends of the year that are both effective and sustainable. Take a look:

    1. Quality Content

    Content will always be the fuel that keeps a firm’s marketing engine running. But today’s trend is no longer about quantity of content, but quality. Law firms are waking up to the idea that it’s better to invest in a few quality pieces of content each quarter than dozens of shallow pieces that generate minimal results.

    In particular, law firms should focus on developing sticky, resourceful content that is useful to the reader – i.e. a prospective client. Content marketing isn’t just about plugging keywords into your website to generate better search rankings. Today’s content needs to satisfy both humans and search crawlers – with the emphasis on the former.

    More and more of quality content includes video marketing and video production.

    In fact, we almost considered adding video marketing as a separate #6 to our list of top legal marketing trends.

    2. Link Building

    Quality content and link building go hand in hand. In order to increase your law firm’s online visibility, you have to develop content that’s conducive to backlinks.

    Legal link building is one-part relationships and one-part content development. You need the right relationships with other bloggers, website owners, journalists, and industry insiders to gain access to their publishing platforms. You also need the right content so that people outside of your immediate network naturally link back to your website and feed you “SEO juice.”

    3. Semantic Search and SEO

    Semantic Search and SEO

    SEO has evolved tremendously over the past five years, yet most law firms are still stuck in the past. Today’s most successful firms have recognized this shift and are now focused on semantic search.

    Semantic search is a search engine’s way of generating the most natural and contextual results for queries. Instead of using a basic algorithm to deliver results that rank for cut and dry keywords, semantic search accounts for things like user intent and the relationship between words. In essence, it’s Google’s attempt to understand natural language like any human would.

    For law firms, the shift to semantic search is very important. The impact is far-reaching, but let’s focus on one key element: voice search.

    With the rise of Siri, Alexa, Cortana, and other AI-assistants, the number of voice searches has risen dramatically in recent months. In fact, 33 percent of high-income households now use voice search “frequently” or “very frequently.” By optimizing your content marketing to account for semantic search habits – i.e. making it more conversational – you can tap into these searches.

    4. In-Person Events

    According to the most recent Bloomberg Law and the Legal Marketing Association study, nothing replaces face-to-face time with clients. Both legal marketing professionals and attorneys rank firm-hosted events and client meetings as the most effective tactics for generating new business.

    While social media and digital content are primary tools for law firm marketing, make sure you don’t forget about the value of meeting prospects in person and directly communicating with your clients. Try to schedule at least one in-person event every quarter.

    5. Podcast Interviews

    Podcasts are extremely popular right now. And because of the unique way in which they communicate to people, they represent a complementary marketing medium for law firms that are seeking increased exposure and relatability.

    You don’t necessarily need to launch your own podcast. In fact, the better strategy is to find out which podcasts are most popular among your target audience and to look for opportunities to intersect. Advertising is one option, but an even better approach is to offer yourself up as an interviewee or resource for the show.

    When a podcaster interviews you on their show, you get the benefit of speaking to thousands of people in a very direct manner. You’ll also enjoy the added perk of a backlinks service for your website through the promotion of the podcast episode (perhaps through social media platforms like Facebook and Linkedin).

    6. Chatbots, GPT and Artificial Intelligence

    This post would certainly not be complete without some mention of ChatGPT and AI.

    Legal marketing professionals have already begun to leverage generative AI for everything from blog post title ideas to audio voiceovers for podcasts.


    1. Data Analytics and Insights:
      • AI tools can analyze vast amounts of data to identify market trends, client preferences, and competitive landscapes, helping lawyers make informed marketing decisions.
    2. Targeted Advertising:
      • AI enables personalized and targeted advertising campaigns by analyzing user behavior and preferences, increasing the effectiveness of marketing efforts.
    3. Content Generation:
      • AI-powered tools can assist in creating high-quality, relevant, and optimized content for websites, blogs, and social media, improving online visibility and engagement.
    4. Chatbots for Client Interaction:
      • AI-driven chatbots can handle routine client queries, provide instant responses, and schedule appointments, enhancing client communication and satisfaction.

    And while most of the focus on ChatGPT and AI has revolved around the marketing side, there are many opportunities available to law firms that involve optimizing processes and operations–not just marketing.


    1. Document Automation:
      • AI can automate the creation and management of legal documents, saving time and reducing the risk of errors in routine paperwork.
    2. Legal Research:
      • AI-powered legal research tools can quickly analyze vast legal databases, helping lawyers stay updated on relevant case law, statutes, and precedents.
    3. Predictive Analytics:
      • AI algorithms can assist in predicting case outcomes, helping lawyers develop better strategies and manage client expectations more effectively.
    4. Workflow Optimization:
      • AI tools can streamline and optimize workflows by automating repetitive tasks, allowing lawyers to focus on more complex and strategic aspects of their work.
    5. Cybersecurity:
      • AI can enhance the security of sensitive legal information by identifying and preventing potential cybersecurity threats, safeguarding client data.
    6. Billing and Time Tracking:
      • AI can automate time tracking and billing processes, improving accuracy, reducing administrative overhead, and ensuring transparent and efficient financial transactions.
    7. Client Relationship Management (CRM):
      • AI-powered CRM systems can help lawyers manage client relationships, track interactions, and provide insights to enhance client satisfaction and retention.
    8. Virtual Assistants:
      • AI-driven virtual assistants can handle scheduling, reminders, and other administrative tasks, allowing lawyers to focus on core legal work.

    This is one of the reasons we launched Law.co: to help attorneys better optimize their systems and processes using generative AI and semantic search.

    Keep Your Marketing Strategy Fresh

    Stale marketing strategies are ineffective at best and wasteful at worst.

    Unfortunately, many law firms don’t place enough emphasis on innovating their approach to marketing.

    As a result, they end up wasting their resources and limiting their ability to generate new leads.

    The writing is on the wall for those looking for key legal marketing trends that are evergreen.

    If you want your law firm marketing strategies to be successful, you need to leverage some of the latest trends.

    At SEO.co, we can help you with content marketing and link building. For more information on online marketing for law firms, please feel free to give us a shout!

    Chief Marketing Officer at SEO Company
    In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International. As a technical SEO strategist, Sam leads all paid and organic operations teams for client SEO services, link building services and white label SEO partnerships. He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.
    Samuel Edwards