Building Law Firm Marketing Keyphrases

Jeff Berman
April 29, 2010

Law Firm Marketing Key PhrasesNice post by Josh Dreller on on Keyword List Building.

Many of these strategies can be applied to keyword list building for your law firm.

Cast A Large Net

Whether you're talking paid search or organic targets, start by casting a large net. Don't count yourself out of the fight before you've stepped foot in the ring. Overtime, your analytics data will show you which keywords are worth keeping and which are throwing out. When it comes to your "keyword hunches" you'll probably be surprised as to which keywords work for your firm. Be scientific, not Nostradamus.

Research Your Market

The ways people search vary wildly. The way you might use the Internet or a search engine will be different from the way of your potential clients. Assume nothing. Ask current and prospective clients how they found you. Be detailed. If they found you on the Internet ask them specifics (i.e. which search engine, website, or key phrase).

Legal Jargon and Slang

How does your target audience refer to your services? In addition to obvious language differences, even within the English language, there are several minor variations in the terminology a potential client might use to refer to a particular legal professional. Unless your target audience is other attorneys, be sure to avoid industry terms, terms of art, or words you learned in law school. If your audience doesn't use these terms, it is unlikely they will search them on the Internet.

Common Misspellings

With regard to paid search, be sure to include common misspellings. Using Google, Yahoo, and Bing isn't a spelling contest. Often times, people using search engines are in a hurry or just down right lazy when it comes to performing searches. Don't assume that misspellings are only generated by the uneducated. Again, your analytics data will show you whether these misspelled key phrases are translating into new business.


If you have a local consumer-based practice, don't forget to use geographically modified key phrases. Often times, these key phrases are less competitive than their more general counterparts. Be sure to take advantage of local listings like Google Places and include your local key phrases in those listings too.

photo by: allyrose18

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Jeff Berman
Jeff Berman, is co-founder of AttorneySync. "Properly marketing a law firm online is about producing relevant content that helps a prospective client understand your expertise and how you are able to help them. Finally, it’s about getting that content found by the people you are trying to help."
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