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6 Law Firm Marketing Tools for Attorneys to Gain an Edge

As an attorney practicing in a market full of other attorneys, you probably wonder how your website stacks up to your competitors’ websites. There are valuable tools you can use to understand how other attorneys’ websites attract clients and how you can improve your marketing efforts. If you want to gain an edge, you may want to add one of these six digital marketing tools to your strategy.

Google Analytics

Using Google Analytics is essential for reviewing the statistics for your website traffic. This free tool will allow you to track the effectiveness of your firm’s online marketing efforts. You can measure which marketing channels are working and which are not.

Some things you can do in Google Analytics include:

  • Discover which website pages visitors tend to land on most often.
  • Compare how visitors find your site from month to month or year to year.
  • Track what actions site visitors took before they decided to fill out a contact form.

Analytics let you fine-tune your marketing channels and strategy, saving time and money by using the most effective methods and eliminating those that aren’t working.

Assess the Health of Your Online Presence 

Google Ads Preview and Diagnosis Tool

When people search for a product or service on Google, they get suggestions based on criteria such as their location, browsing history, and social circles. Because of this personalization of search results, you will get skewed feedback when you want to find out how other people are discovering your website.

Using the Google Ads Preview tool lets you see the Search Engine Results Pages (SERP) without your search being affected by your personal criteria. It gives you the ability to see where people are located when searching for topics relevant to your practice. Understanding your client demographic helps you create more targeted ads for better results in reaching new prospects.

Google Search Console

Another valuable tool from Google is the Google Search Console. This free, easy-to-use tool can generate reports that show you which keywords are generating search impressions and your website’s clickthrough rate for landing pages.

Some other features include:

  • Detecting any known security issues.
  • Finding pages on your website that may be accidentally blocking Google’s access.
  • Inspecting for errors in visibility and mobile-friendly features.

Focusing on keywords your audience uses to search for your services ensures they can find you before your competitor and contact you with questions. You also want a secure site to inspire confidence from site visitors, one that is free of navigation errors and easily viewed on any size mobile device.

>>> 5 Reasons Why Attorneys Should Be Marketing Online <<<

Web Page Word Count Checker

One factor Google uses when searching for information is keywords. Google will display search results based on how many relevant keywords are contained in website text. Even though the total word count on a web page is not a direct factor in Search Engine Optimization (SEO) ranking, the number of words it took the business to display enough keywords for Google to rank it on page one can be helpful.

To use this tool, first, search for a relevant topic, such as “elder law attorney,” in your geographic area. Then copy and paste all of the website addresses of the attorneys’ websites that came up on page one of the search into the tool. Notice how many words your competitors had to use to show up on the first page of the Google search. You can see how your page compares and decide if you need more content to rise higher in the search.


Ubersuggest is a tool you can use to do keyword research for your law practice. You can also find out what type of content is working for other law firms and analyze the backlinks of any website. Backlinks are other credible links to resources with information related to the legal space. These links imply more authority and expertise in your online community. Another valuable feature of this tool is the ability to find out how different search terms are ranking, not just words but phrases.

WhatFont Font Detection

While browsing websites, you see a font that you like and may want to use on your website. A simple browser extension will tell you the font’s name, family, weight, and size. Part of your brand is how you display information. For example, a font can share your firm’s personality and attract like-minded individuals who are drawn to the design features. Successful client relationships are built when connecting with others who have familiar thoughts, lifestyles, and personality traits as the people in your firm.

These digital marketing tools, as well as many others, can help you increase traffic to your website and boost your business. You can use these tools yourself or hire a law-firm-oriented marketing agency, such as Law As a Business (LAB), to leverage these tools for you.

Learn how to manage your firm’s content marketing strategy!

Creating content is just one step in developing a successful strategic marketing plan. Watch this video and learn how to manage your law firm’s marketing efforts and deliver content in an effective and efficient manner.