6 Must-Know Law Firm COVID Marketing Best Practices

Law firms are changing how they work to keep up with the changes in COVID. They must effectively market their legal practice and reach out to clients, which can be difficult when competition is high. Marketing has changed drastically since COVID and technologies have become popularized; now firms need to find new ways of connecting with potential clients. In this blog post, we will discuss how law firms can market their legal practices during COVID.

How has COVID changed how law firms market themselves?

The global pandemic has changed everything from how law firms reach and interact with clients. Connectivity, mobility and the ability to collaborate on-the-go are just some of the changes that COVID has brought about.

Marketing firms have had to change how they market their business; rather than traditional marketing methods like print media advertisements or TV ads, law firms must build relationships with clients through digital methods (such as social media) which can be difficult when competition is high.

Law firm’s websites need to be improved in order for them to attract more clients; this means updating design elements such as images, colours, graphics, and experiences that people expect with modern times.

Firms also need to keep up with changing technology trends by creating mobile friendly sites since most people will visit a website via their smartphone before considering calling an attorney.

COVID law firm marketing best practices

Next, let’s discuss how law firms can improve their marketing during and after COVID-19.

1. Use Zoom to hold meetings with clients

One of the best ways to market your firm is by holding Zoom meetings with clients. After all, some clients won’t be comfortable or capable of physically visiting your practice’s location depending on where you are headquartered. You can create a free account by clicking “Sign Up It’s Free” on Zoom’s homepage.

Signing up for Zoom

Sign up with your email, Google, or Facebook account on the next page.

Zoom registration options

On the dashboard, click “Schedule a meeting” to create a meeting with a client.

Schedule a meeting on Zoom

Edit the meeting’s name, description, time, and duration. Once you create it, you can invite client’s via Outlook, Google Calendar, or Yahoo Calendar.

Zoom meeting settings

Additionally, you can use a free tool like Calendly to embed a calendar on your website. Prospects can choose a date and time to schedule a consultation themselves.

2. Optimize for local SEO

97% of all online experiences begin with a search engine. Search engine optimization is a critical law firm marketing strategy during the global pandemic for this reason. It enables legal practices to increase their online visibility and generate leads whiteout the need for offline advertising. More people are searching for services online because of COVID-19 as well. As an attorney, you can take advantage of this by optimizing for your local area.

Use Google’s Keyword Planner tool to find search terms that prospects would use to find your legal practice. These are typically “City + Practice area” like “North York Immigration Lawyer.”

Searching for legal keywords

Click “Get Results” and Google will display keyword suggestions and data.

Keyword Planner results

Have your marketing team place these keywords in the following areas of the pages on your website:

  • Title tag.
  • Meta description.
  • H1 tag.
  • URL.
  • Introduction, body, and conclusion.
  • Alternative text of images.
  • File names of media.

Learn more about local SEO in our YouTube video below.

Alternatively, consider researching law firm web design companies that you can hire like WiseMedia to handle this process for you.

3. Build an email list

Email marketing is one of the most effective digital marketing strategies for law firms to use during COVID-19. It is a great way to reach out and begin a dialogue with potential clients.

Email marketing works by sending emails that include links or images that encourage readers to take action, such as visiting your website or calling you for an appointment. The more information the better – provide links directly to your contact page on your website, blog posts about topics relevant to their legal issue, case studies demonstrating how you helped other people in similar circumstances; anything will help build trust between yourself and prospects.

As well-known digital marketer Neil Patel says “The conversion rate of visitors into customers has gone up due to COVID.” Email lists should be at the heart of any law firm’s online strategy during COVID-19 because it allows you engage with prospects even once they leave your website.

The first step is to choose email marketing software like Mailchimp, Sendfox, or ConvertKit. We recommend testing free trials and demos to determine which solution is the best for your firm. However, for the sake of this article, we’ll use Mailchimp as an example. Once you’ve created an account, install a plugin like MailMunch to connect Mailchimp and make a signup form.


From the WordPress dashboard, click “MailChimp” and “Forms.” Select “New Form” afterward.

Creating a new Mailchimp form

Select a form type such as popover and a template.

Mailchimp template

Adjust the messaging to inform what subscribers will gain from completing the form such as the latest news from your firm.

Mailchimp form copy

Complete the remaining steps and publish the form. It will then be active on your website for prospects to interact with.

4. Take to social media

Billions of people use social media on a regular basis. With more people online than ever, it’s essential that your legal practice is active on platforms like Facebook, Twitter, Instagram, TikTok, LinkedIn, etc. In fact, 74% of the North American population is active on social media.

Social media users versus total population

Optimize your social profiles for keywords with the same process you learned earlier about local SEO. That means researching keywords related to your location and practice areas, and placing them on your profiles. When people search social networks for law firms, yours will be discovered more often. For example, this immigration lawyer has keywords like “Canadian immigration” on their profiles.

Lawyer social profle

Moreover, do not make the mistake of being inactive on social media. From our experience working with hundreds of law firms, most do not leverage their social profiles to acquire clients. We recommend sharing content, creating updates, joining conversations, and remaining active to increase awareness and engagement.

5. Run paid ad campaigns

You have to spend money to make money. Pay per click advertising is one of the best investments you can make during (and after) the global pandemic to drive awareness and growth. It allows you to place your firm in front of the right people at the right time. In particular, you can use Google Ads to reach more prospects. Watch this video to learn how to set up your first campaign and generate leads.

6. Be sensitive to people’s situations

If you’re an attorney, you know that your clients are often in stressful situations. Add COVID-19’s mental health impact and this only becomes worse. With this in mind, it’s essential that you make the process as easy as possible for everyone involved. Providing a free consultation and offering advice is the first step. This helps people understand their options and how you can help them.

Additionally, be gentle with your marketing and advertising messages. Avoid directly and graphically targeting pain points and negative emotions. Focus on positive feelings and outcomes for your clients.

Imagine two advertisements for an employment lawyer:

  1. “Recently fired, struggling to find a job, and have bills to pay?”
  2. “Get back on your feet and find an exciting new career!”

Which one sounds more positive? The second one, of course. This is just a simple example but you get our point—focus on positive messaging.

Final thoughts on COVID and law firm marketing

The world has changed and so have the ways that businesses operate. As part of this change, lawyers around the nation must adjust their marketing strategies and technology in order to reach more people with different needs and generate leads for their practice areas. If you’re considering updating your website, performing search engine optimization, or other digital marketing strategies, contact WiseMedia today to learn how we can help.

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How This Average Toronto Law Firm Increased Their Case-Volume By 33.5% In Just 41 Days.

Do you want to become the obvious choice for your legal services in your region, even if there is an abundance of competition? Want to reach that goal only by sending a couple emails a month, no more than 15-minutes of work?