As the weather warms up and people begin tackling their spring cleaning to-do lists, it’s the perfect time for law firms to revisit and refresh their marketing strategies. Just like outdated decor or cluttered closets, stale marketing content and old strategies can weigh down your ability to attract new clients and stay competitive.
A spring reset allows law firms to refocus their marketing, update key materials, and adopt strategies that better connect with their target audience. This article outlines five essential changes you can make this April to breathe new life into your law firm’s marketing and generate more leads.
1. Refresh Your Website Content
Your website is often the first impression a potential client gets of your firm. If your content hasn’t been updated in months, or even years, it’s time for a cleanup.
Start by reviewing your homepage, practice area pages, and blog posts. Are they still accurate? Are they optimized for the keywords your potential clients are searching for today? Update legal language where laws have changed, replace outdated images, and make sure all calls to action are clear and compelling.
Example: A criminal defense law firm might update their DUI defense page to reflect changes in state legislation that took effect in 2024.
Adding new blog content is also a great way to boost search rankings and keep your site fresh in Google’s eyes.
2. Update Your Google Business Profile and Local Listings
An often-overlooked part of marketing strategy is your law firm’s presence on Google Business and other local directories. Spring is a good time to make sure all your listings are:
- Accurate and consistent with your website (name, address, phone)
- Updated with your latest business hours and services
- Featuring new photos and client reviews
Your Google Business Profile plays a major role in local SEO and can directly impact how often your firm shows up in search results and Google Maps.
Tip: Ask satisfied clients to leave new reviews. Fresh reviews improve credibility and influence prospective clients.
3. Review and Revise Your PPC Campaigns
If you’re running Google Ads or other pay-per-click campaigns, it’s crucial to regularly evaluate performance. April is the perfect time to check:
- Which keywords are driving quality leads
- Whether your landing pages are converting
- If your budget is being allocated effectively
Consider testing new ad copy, refining location targeting, or creating campaigns around seasonal or trending legal topics.
Example: A personal injury firm could launch a spring-focused campaign around slip and fall accidents or distracted driving, which tend to increase in warmer months.
4. Audit Your Social Media Presence
Social media is often the first place potential clients go to check a law firm’s personality and credibility. Outdated profiles or inactive pages can send the wrong message.
Use this time to:
- Update profile images, bios, and contact info
- Review post engagement to see what content resonates
- Develop a new posting calendar to increase consistency
Even if you’re not investing heavily in social media ads, staying active with value-driven posts like legal tips, recent case results, or FAQs can help build trust and drive traffic to your site.
5. Reassess Your Lead Conversion Process
Getting leads is only half the battle. How you respond to and manage those leads determines how many convert into paying clients.
Audit your intake process this month by asking:
- Are you responding quickly to new inquiries?
- Is your contact form mobile-friendly and easy to use?
- Do you have automated responses or follow-up sequences in place?
Example: A firm may discover that response times to web form submissions are delayed, costing them potential clients. Improving intake speed, using live chat, or integrating a CRM can significantly boost conversion rates.
Final Thoughts
Spring is the perfect time to dust off your law firm’s marketing strategy and make sure everything is aligned for success. By updating your website, refining local listings, evaluating PPC campaigns, enhancing your social media presence, and improving lead conversion systems, you can ensure your firm is positioned to attract and convert more clients in the months ahead.
A fresh, intentional approach to your marketing strategy can pay dividends—not just in the short term, but as part of a longer-term effort to grow your law firm’s visibility, authority, and bottom line.
