the stakes
professional service businesses often believe their digital presence has to be strictly formal to maintain credibility, but building a human connection with clients does not mean sacrificing professionalism or authority.
đź’ˇ
kelly k.
website
a law firm’s website is more than an online brochure—it’s a client’s first impression and a conversion tool. in 2024, we optimized the site to ensure every visit provided value and encouraged potential clients to take action.
game-changers
website traffic grew by 27%, reaching over 1.2 million impressions and 24.5k google clicks, proving the impact of an SEO-driven content strategy
blog production increased from 12 posts per year to over 30, demonstrating the power of timely, high-quality content in boosting search visibility and engagement
social
a law firm’s online persona should reflect its real-world reputation: established, knowledgeable, and approachable. in 2024, this law firm used social media to bridge the gap between legal expertise and human connection, allowing attorneys to be seen as both thought leaders and real people.
game changers
- linkedin drove 5,420 clicks and 63,983 organic impressions, proving that attorney-driven thought leadership expands reach
- instagram reach increased 654.6%, showing that applying trends and a more engaging, fun approach to their brand helped connect with potential clients while maintaining credibility
- video content directly contributed to new client acquisition, reinforcing the power of authentic storytelling in professional services
Linkedin, Youtube
demographic
• skews professional, male, mid-career legal professionals and business owners
• used for thought leadership, firm updates, and attorney insights
Instagram, Facebook
demographic
• skews younger, mixed demographic, potential clients researching legal services
• used for behind-the-scenes content, event recaps, and humanizing the brand and building culture for new hires and HR
a strong email marketing strategy kept both clients and attorneys engaged. open rates consistently outperformed industry benchmarks, making email a critical tool for nurturing leads and driving firm-wide engagement.
game-changers
- client newsletter open rates for a patent attorney averaged 6%, nearly double the legal industry average, with a 0% unsubscribe rate, proving that content remained relevant consistently.
- the firm’s internal newsletter, The Opening Statement, branded by sweb, played a crucial role in getting attorneys to engage more with marketing efforts. it led to stronger visibility across social media platforms, while also helping the firm celebrate wins, hold internal teams accountable, and reinforce company culture by recognizing attorney achievements and keeping everyone connected on a month-to-month basis.
takeaway
people don’t just hire law firms, they hire the people behind them. a law firm’s digital presence should do more than showcase expertise. it should highlight its leadership, its personality, and the human side that builds trust and lasting client relationships.
