Back to basics: Stretching digital marketing dollars during COVID-19


In recent weeks, concerns about the spread of COVID-19 have transformed the lives of people throughout the United States. With uncertainty dominating the landscape, many small law firms and solo practitioners are being forced to re-think how they spend their resources.

As many solo and small law firms are forced to make cuts to their marketing and business development budgets, they must still find ways to promote their services and offerings. While a sponsorship at the local charity golf tournament may not be in the cards this year, there are initiatives your firm can pursue.

Here are three marketing tactics you can employ today that are effective and affordable. Under normal circumstances, these tactics alone likely wouldn’t be sufficient to achieve your firm’s marketing goals. However, during these extraordinary times, they can be leaned upon as a short-term solution.

Get it done with directories

Legal directories provide an inexpensive, yet effective way to market your firm. Listings in legal directories like,, and, make it easy for potential clients to quickly find your firm and learn about your offerings. To help your listing stand out, make sure to include a compelling introductory paragraph and a comprehensive rundown of your practice areas. In addition to basic information about your firm’s location, hours of operations and accepted forms of payment, adding attorney photos and related videos can help set you apart from competitor firms. Likewise, including links to published articles and client reviews may win over prospective clients and prompt them to reach out.  

Power forward with pay-per-click

Setting up a pay-per-click (PPC) campaign, allows your firm to create a PPC ad that is linked to a specific set of keywords and topics that prospective clients are likely to use when searching for an attorney online. For example, if someone in Miami is involved in a collision and searches for “car accident attorney” your firm’s PPC ad may appear in their search results. When a user clicks on your ad, they are directed to a landing page that provides more details about how your firm can help. Because you are only charged when a user clicks on your ad, PPC ads typically have a higher ROI than traditional advertising.  

Keep connected via chat

Today, legal consumers who turn to the internet for help expect to have 24/7 access to some sort of real-time assistance. Website chat platforms offer a reliable way to capture potential clients’ inquiries and contact information. A chat feature ensures your firm won’t miss out on business development opportunities and enables you to funnel qualified leads and follow up in a timely manner before a prospective client reaches out to your competitor down the street.

Marketing your law firm doesn’t have to be a complex or cost-prohibitive endeavor. To determine the best path forward through this time of crisis, our latest guide, “Online Marketing Essentials for Small and Solo Firms in Uncertain Times,” offers helpful information for how you can practice law and maintain your firm’s operations.

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