Digital Marketing For Commercial Lawyers

Wondering why your digital marketing isn’t bringing new clients? Maybe your law firm isn’t taking the right digital marketing. If your digital marketing approach isn’t working, it’s time to take a closer look at what’s missing.

At Matter Solutions, we’ve helped law firms improve visibility, strengthen their messaging, and bring in steady leads using digital strategies that fit their goals and budgets. We have extensive experience working in the legal industry, from family law to Digital Marketing for IP Lawyers and we understand the challenges commercial lawyers face online.

If you want to improve your marketing without wasting time, this guide is for you. You’ll learn how to use SEO, content, PPC, and social media marketing to build a practical system that supports growth.

Here’s what we’ll cover:

• How to get your firm found by the right people
• Which strategies are worth your investment
• How to keep your digital presence consistent

Let’s get started.

Set Yourself Up for Success with SEO

If your law firm isn’t appearing in search results, potential clients may never find you. Search engine optimization helps fix that by making your website easier to discover and understand.

Start with these:

• Use straightforward page titles and descriptions with your key legal services
• Make sure your site loads quickly, works on mobile, and is easy to navigate
• Claim your Google Business Profile and keep the information accurate
• List your law firm on trusted legal directories using the same contact details every time

Once your basics are right, it’s time to focus on local SEO. Many clients are looking for legal help in their immediate area. Your site should show up when someone nearby searches for legal terms related to commercial law.

According to SEMrush, more than 58% of law firm websites in Australia lack local SEO features. That’s a missed opportunity for visibility.

Matter Solutions has supported firms in the legal industry by improving digital presence through focused, step-by-step digital marketing strategies.

Always remember that SEO supports every part of your marketing efforts and helps your firm stay in front of people when they need legal advice.

Now that you understand the structure, let’s talk about content, which is the part that shows people why they should choose you.

Content That Converts: How Lawyers Can Build Authority Online

If your law firm website only lists services without offering guidance or answers, you are missing a vital part of what digital marketing can achieve. Content marketing gives potential clients a real reason to trust you before they even reach out. It helps bridge the gap between searching and choosing, and that’s where true connection starts.

Write in Plain Language

Our observation says that law firms that use everyday language connect faster with readers. So, avoid complicated legal terms that only other lawyers would understand. Clear, plain explanations make people feel comfortable and ready to take the next step. If your articles feel too technical, clients might look elsewhere for someone who explains things better.

Focus on Search-Based Topics

Good content answers real questions that people search for online. Cover topics like “what to include in a commercial lease” or “how to manage a breach of contract.” Clients want answers, not a lecture. Targeting their concerns helps your content rank higher and show up when it matters most. It's also a smart way to connect earlier in the client journey.

Structure Your Content for Easy Reading

Even well-written information gets ignored if it’s hard to read. For this reason, break your content into clear sections, use headings, keep paragraphs short, and include bulleted lists when helpful. Readers who find what they need quickly are much more likely to stay engaged and reach out for legal help.

Add Data to Build Trust

According to the Clio Legal Trends Report, 81% of legal consumers say clear communication is the most important factor when choosing a law firm. Showing this understanding through your content can make a real difference. It sets the tone that your firm is approachable, knowledgeable, and ready to help.

Next, let’s see how PPC can complement content by driving faster results.

Why PPC Strategy Is Unavoidable in Google Ads for Law Firms

If you want faster results while building your long-term digital marketing strategies, go for Google Ads campaigns. It can make a big improvement that every commercial lawyer desires.

Instead of waiting for SEO to build momentum, PPC advertising puts your law firm in front of potential clients who are actively looking for help.

So, what makes a Google Ads campaign effective? A smart, effective Google Ads plan starts with good targeting. Focus your ads on high-intent keywords like “commercial lease dispute lawyer” or “business contract attorney near me.”

Next, choose specific service areas to keep your ads relevant and reduce marketing spend. Targeting properly ensures your marketing campaign reaches the people interested in contacting you.

Besides targeting, how your ads are built matters. Clear calls to action, simple landing pages, and smart budgeting help attract quality leads without overspending. Furthermore, you should check your ads weekly to stay on track.

Matter Solutions helps law firms improve online visibility through paid digital advertising that works alongside SEO and content marketing. Paid search is an effective way to appear when potential clients are making decisions, and when used carefully, it strengthens your overall strategy.

Pro Tip: Small changes in timing, wording, or location targeting can improve your results without raising costs.

Social Media Marketing for Commercial Lawyers

Using social media marketing allows your law firm to build a stronger digital presence, stay visible, and connect with potential clients in a way that feels personal and professional. A smart approach to social platforms supports your overall digital marketing without requiring a huge budget. And, who else doesn’t want to grab this chance?

For commercial law firms, these platforms offer the most value:

• LinkedIn: Share legal insights, business updates, and thought leadership pieces that position your firm as an authority. Sponsored posts can boost your reach to business audiences.
• Facebook: Highlight firm milestones, awards, or charity involvement to build community trust and familiarity.
• Instagram: Showcase team culture, events, and behind-the-scenes moments. Human stories help make your firm approachable.

Choosing the right social media platforms matters. In the legal industry, apps like TikTok are less effective for serious client acquisition because commercial clients tend to search on LinkedIn or through traditional channels.

You're in good hands. We create real-world social media plans that align with your goals and work where it counts.

Remember, consistency is the real key while talking about social media. Posting once and disappearing brings a very small chance, or nothing.

Regular, helpful updates make it easier for potential clients to see your expertise, stay familiar with your brand, and feel more confident reaching out when they need legal help.

Combining All Your Marketing Efforts into One Smart Strategy

When different marketing efforts run separately, it’s easy for opportunities to slip through the cracks. Smart law firms pull everything together under a single digital marketing strategy to get more out of every effort.

Start by connecting your campaigns. Your SEO, paid ads, social media posts, and emails should all work toward the same goals. That might mean getting your firm seen, bringing in new clients, or promoting a specific service.

Some simple ways to connect your marketing efforts include:

• Linking PPC ads to high-value SEO landing pages to improve Quality Scores and lower ad costs.
• Setting up automated email sequences to follow up with leads generated from paid search campaigns.
• Using shared audience data from social media platforms and Google Ads to run remarketing campaigns that bring visitors back.

We often help law firms design integrated strategies like this. It creates a stronger digital presence because every piece supports the others instead of competing for attention.

When your digital marketing strategies work together, you build momentum faster, spend more wisely, and create a better experience for people discovering your firm online.

Next, we’ll dig into how you can measure your progress and know whether your marketing strategy is working.

KPIs for Law Firm Marketing

Tracking your marketing efforts is the only way to know if your strategies are paying off. Key performance indicators (KPIs) show where your law firm is growing online and where adjustments could make a real difference. Without these numbers, even the best digital marketing plans can drift off course.

Here are some essential KPIs to monitor:

• New Leads Generated
  Track how many inquiries your digital marketing brings each month through contact forms, phone calls, or consultation bookings. A steady rise in leads usually means your online visibility is improving. However, if leads increase but quality drops, it’s time to check whether your ads or SEO pages are targeting the right potential clients.
• Website Traffic Growth
  Use Google Analytics to track visitor trends. A law firm that blogs regularly or invests in SEO should see steady website traffic growth. If your traffic grows but conversions stay flat, the issue might be attracting the wrong audience or weak calls to action.
• Conversion Rates
  This measures how many visitors take a key action, like submitting a contact form. High traffic with low conversion rates often signals confusing page layouts or messaging that doesn’t connect with potential clients.
• Cost per Lead
  In PPC advertising, calculate how much you spend to generate one lead. If your cost per lead is rising while lead quality drops, your keywords or ad copy may need a refresh. You can use the PPC calculator for measuring the KPI quickly, more accurately.
• Keyword Rankings
  Monitor how your most important search terms move over time. If rankings fall, it could signal growing competition or outdated content.
• Bounce Rate
  Bounce rate tells you how often visitors leave after viewing just one page. A high bounce rate on blog posts is normal, but if your service pages have a bounce rate over 70%, you might need stronger internal links or clearer next steps.

Tracking these KPIs monthly helps your law firm fine-tune its digital marketing strategies in real time. Small adjustments can create large improvements when you have clear data guiding the way.

Final Thoughts: Your Law Firm’s Next Step into Digital Marketing

Building a strong digital marketing strategy for your law firm takes consistent action and clear focus. Quick fixes rarely deliver lasting results. What works is steady effort that builds online visibility and connects you with potential clients over time.

If you are serious about attracting more potential clients and growing your firm’s reach, the best time to start is now. Pick a priority area, make a plan, and take your next smart step toward better results.

You don’t need to do it all at once. Get in touch with Matter Solutions, we’ll show you how to start small, stay steady, and we’ll build real results together.