5 Ways Lawyers Can Use Digital Marketing (Without Feeling Salesy)

By Stephanie Cudmore

If you’re a lawyer running a solo or small firm—or even part of a larger practice trying to build your book—you’ve likely heard some version of this advice: “You need to market yourself online.” And while it’s true that digital marketing is one of the most effective ways to attract new business today, many lawyers still feel unsure about how to do it well, or worse, feel like they’re being pushy or inauthentic.

At SGI, we help lawyers build practices that reflect who they are—not just what they do. That includes giving them the tools and strategies to show up online in ways that feel natural, aligned, and effective. So if you’re ready to grow your practice without compromising your professionalism, here are five digital marketing strategies to get you started:

1. Start With a Clear Message

Before diving into platforms, ads, or content creation, clarity is your best asset. What do you want people to know about you? Not just your area of practice—but your values, your strengths, and the way you work. Your message should speak directly to the clients you want to attract.

Think about the problems your clients face and how you uniquely solve them. For example, are you a calm, strategic advocate for professionals navigating workplace disputes? Or a responsive, down-to-earth advisor for families planning their estates? When you clearly articulate your value in a way that reflects who you are—not just what you do—you create a connection before a conversation even begins.

This clarity also gives direction to your digital marketing efforts. It becomes your filter for what to say, where to say it, and how to show up consistently across platforms.

2. Make Your Website Do the Heavy Lifting

Your website isn’t just a digital business card—it’s often your first impression, your 24/7 receptionist, and your most reliable business development tool.

Make sure it reflects your brand and answers the questions a potential client might have: Who are you? What kinds of problems do you solve? What is it like to work with you? Clear navigation, concise copy, and simple next steps (like “Book a call” or “Email me”) go a long way.

And remember, it’s not just humans reviewing your site—AI tools and search engines are scanning it too. Structure your site with clear headings, straightforward language, and well-labeled content so that both people and platforms can understand and recommend you.

A strong website doesn’t just attract new business—it builds trust before the first email is even sent.

3. Show Up Where Your Clients Are

You don’t need to be on every social media platform—just the right one(s) for your audience. If you work with executives, corporate counsel, or other professionals, LinkedIn is your go-to. If your clients are individuals seeking lifestyle or personal legal advice, platforms like Instagram or Facebook might make more sense.

Wherever you choose to show up, do it with intention. That means consistent posting, using your authentic voice, and engaging with others—not just broadcasting. Even one thoughtful post a week can build visibility and position you as a trusted expert over time.

This isn’t about being a content machine. It’s about showing up in the spaces your clients already spend time—and doing so with purpose and consistency.

4. Share Value, Not Just Credentials

People don’t hire you just because you’re a lawyer—they hire you because they believe you can help them. That belief starts with trust, and trust is built by showing that you understand their challenges and can provide real solutions.

Content marketing lets you do just that. Think blog posts that answer common questions that your ideal client might be asking, videos that explain key terms in plain English, or downloadable guides that walk clients through a process. Share stories that highlight your approach. Break down myths. Give people something useful.

This isn’t about giving away free legal advice—it’s about demonstrating your expertise, accessibility, and perspective. When your audience consistently sees value in your content, they’ll come to see you as the person to call when they’re ready for support.

5. Track What Works—and Keep Evolving

Digital marketing is iterative. What works today might shift six months from now—and that’s okay. The key is to track your efforts so you can make informed decisions.

Check your website traffic, see which blog posts get the most views, or monitor how many people engage with your LinkedIn updates. These insights help you identify what’s landing—and what’s not.

But it’s not just about metrics. Ask new clients how they found you. Pay attention to which content sparks conversations. Notice what feels easy and aligned for you to produce—those are often the things that resonate most.

The most successful lawyers treat their marketing like their legal work: thoughtful, strategic, and client-focused. They’re not chasing trends—they’re building relationships. And that takes presence, reflection, and a willingness to evolve.

Final Thought :: You Don’t Have to Figure It Out All at Once

 Digital marketing doesn’t have to be overwhelming, and it doesn’t have to pull you away from the work you love. Start small. Stay consistent. Focus on the approaches that align with your strengths and goals.

And if you ever want a sounding board or some structure to guide your next steps, we’re here. At SGI, we support lawyers in building practices that feel purposeful, sustainable, and true to who they are—online and off.