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Legal Marketing Trends for 2021

by Hank
Legal Marketing - Hoodriverattorneys.com

Every year brings new technology and new techniques for law firms to entice and retain clients. Below I’ve discussed some website-focused trends to pay attention to in 2021.

Local Service Ads (LSAs)

For many years, LSAs have been around in the home services industry and now it’s in the legal sector. These ads are already influencing how people interact with a search result page. These ads are a game-changer because:

They’re pay-per-contact, not pay-per-click like traditional search ads.
They utilize premium real estate on a search result page. Every click on these ads is a click that earlier went to conventional ads, local map listings, or organic results.
Now, they don’t need landing pages because users go to Google-generated pages.

Google’s Ecosystem

Google creates a better user experience that keeps users on their platform. This is not a new trend; we’ve seen this over the last few years.
It’s incredible how a search result page has evolved. And it doesn’t seem to be going away anytime soon. With the introduction of LSAs in the Google search engine, it is crystal clear that Google doesn’t want to leave any points that help the platform keep their user in its wants to keep its ecosystem.

What does this imply for law firms who want to be more visible in search? This means Google wants companies to spend time/resources investing in Google properties like Google My Business and Google Local Service Ads. Make sure your service descriptions are precise, use Google Posts, and, most importantly, get high-quality reviews.

Page Speed

Page speed has always been significant to users. No one wants to wait for a page to load. A website that takes time to open tends to lose its potential customers. “As far back as 2016, more than 50% of users abandoned a website if it took longer than 3 seconds to load”.
With 5G internet speeds, users now expect immediate site load times. Not only do users expect a lightning-fast website, Google too.

In May, Google will factor 3 page speed measurements into its page experience ranking signals. What does this mean for companies? Fortunately, you’ve got time. Work with your website developer to improve page speed performance. Ask your web developer to check each and every aspect of the website to make it more prompt and accessible. You can also use some free tools available on Google to check your website speed.


The legal industry has been a bit old-fashioned when it comes to branding and marketing. For a long time, just being visible on the Internet was all you needed. That’s gradually changing as users have become more informed of their options, and competing firms have spent in their brand so that their audience can encounter them at every stage.

A strong brand builds a preference for you over your competitor. As markets have become more competitive, customers will decide who to choose based on negligible differences between agency – website style, images, tone of voice, services, cost etc.
So law firms should be mindful of how they are perceived in the market. Form a small group and ask people how they see you. Are you seen as you’d like to be? If not, it’s time to change the strategy.

User-Centric Content

Write for people, not for search engines. Google has lent significantly in natural language processing, and some of this technology expanded in 2019’s Bert Update. While this technology will continue to advance, Google will expand its capacity to understand web content and search query intention.

Law firm websites that provide informational, helpful, and trendy information will likely see heightened visibility within search results because of this technology. So, it’s good to start focusing on good quality content and types of content your audience is looking for.

If you want to implement all these factors in your law firm, contact Just legal SEO expert team and discuss some fantastic ideas to grow your law firm.

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