The Australian legal landscape is more competitive than ever. With more firms offering similar services and more clients researching online, how you market your practice can make a major difference. Whether you’re a sole practitioner or a mid-sized firm, law firm marketing in Australia now plays a key role in attracting quality clients and building trust.
This guide breaks down practical, ethical, and proven strategies — supported by real examples from Australian law firms — to help you stand out and grow sustainably.
1. Build a strong, mobile-friendly website
Your website is your digital office. It should be professional, clean, and easy to use — especially on mobile phones.
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make sure your site loads quickly
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include clear buttons like “book a consultation” or “call now”
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highlight your services, fees, and lawyer profiles
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make your contact details easy to find
Example – Attwood Marshall Lawyers: Their website is modern, easy to navigate, and mobile-optimised. Clients can book appointments online, read about different practice areas, and view real client reviews — all from their phone.
2. Show up on Google with local SEO
Local SEO helps people in your area find your law firm when they search things like “conveyancer near me” or “divorce lawyer Melbourne.”
To improve your local SEO:
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create or update your Google Business Profile
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ask happy clients to leave Google reviews
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include location-based keywords (like suburbs or regions) on your website
Example – Turnbull Legal Solutions: This WA-based firm shows up for searches like “lawyer Bunbury” because they use local terms in their website and collect strong Google reviews.
3. Share helpful content to build trust
Content marketing shows people you know what you’re talking about — before they even call. It also helps you show up in Google searches.
Try these:
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write blog posts that answer common legal questions
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create checklists or guides (e.g. “how to prepare for a custody hearing”)
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record short videos explaining key legal terms or updates
Example – Armstrong Legal: They have an entire blog section covering topics like family law, criminal charges, and traffic offences. The posts are simple, informative, and appear in many Google searches.
4. Use social media to stay visible
Social media helps you connect with your audience, especially on platforms like Facebook, LinkedIn, and Instagram.
What to share:
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short tips and answers to common questions
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success stories or recent wins
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behind-the-scenes posts of your team or office
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news or changes in the law that affect clients
Example – Maurice Blackburn Lawyers: Their social media posts focus on community, justice, and legal information. They also share client stories and engage with followers in the comments.
5. Use Google ads to attract clients fast
Google ads (pay-per-click or PPC) let you appear at the top of search results instantly. You only pay when someone clicks.
To get the most from PPC:
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use location targeting to reach your city or suburb
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write clear ad copy with a strong benefit
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send visitors to landing pages that match their search
Example – Gajic Lawyers: This Parramatta firm runs ads for personal injury and compensation law. Their ads show up for relevant searches, and their website is built to turn those clicks into consultations.
6. Collect reviews and share testimonials
Social proof is powerful. When potential clients see that others trust you, they’re more likely to call.
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ask clients to leave a review after a successful outcome
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include testimonials on your homepage or service pages
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use real names and photos when possible (with permission)
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respond to all reviews — even negative ones — professionally
Example – Justice Family Lawyers: This Sydney firm has over 300 reviews on Google with an average rating of 4.9 stars. Their testimonials are detailed and appear on both their website and Google listing.
7. Get involved in your community
Community marketing builds your reputation, especially in smaller towns or suburbs. It can also lead to valuable referrals.
Ideas include:
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sponsoring a local sports team or event
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offering free legal Q&A sessions at libraries or town halls
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supporting local charities or schools
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joining the local chamber of commerce or business network
Example – Cooper Grace Ward: This Brisbane firm regularly sponsors community events, donates to local causes, and speaks at business forums — all of which strengthens their brand and builds trust.
8. Track your results and improve over time
Don’t guess what’s working. Use tools and data to guide your decisions.
Start with:
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Google analytics to see how people find and use your website
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call tracking to know which ads bring in clients
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a simple spreadsheet to track monthly leads, reviews, and consultations
Example – Woods & Day Solicitors: Based in NSW, they use landing pages and tracking tools to see which suburbs deliver the most leads. That helps them adjust their ad spend and SEO strategy to focus on what works.
9. Add video to your site or blog
Video builds trust quickly. Even a short 1–2 minute clip of a lawyer explaining a topic can improve engagement and client interest.
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keep videos short and friendly
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focus on client concerns, not legal jargon
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use captions so people can watch without sound
Embed example:
You can add this YouTube video to your blog or website:
Watch: digital marketing for law firms
10. Keep it simple, consistent, and client-focused
Marketing doesn’t have to be overwhelming. Pick 2–3 things to do regularly. Review your results every month or quarter. Always think about what your clients need, and how you can make it easier to find and trust your firm.
What matters most:
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clear and helpful communication
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fast, friendly response times
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honest, value-driven messaging
Final thoughts
Marketing your law firm isn’t a one-time task. It’s a long-term effort that helps you build trust, attract new clients, and grow your practice.
Use these 10 strategies — tested by real firms across Australia — to guide your plan. Keep your tone clear. Show the human side of your practice. And never stop improving based on what your audience actually wants.
