Small But Mighty
Marketing a legal practice isn’t like promoting a hair salon or selling shoes. Lawyers in Australia face strict advertising regulations, and breaching these can lead to serious consequences—including disciplinary action from the Legal Services Commission. But that doesn’t mean you have to avoid marketing altogether. With the right digital marketing solutions, you can grow your practice while staying compliant, building trust, and attracting high-quality clients. From smart PPC strategy to effective content marketing, let’s explore ethical ways to promote your law firm.
Know the Rules: Legal Advertising Guidelines
Before diving into tactics, it’s crucial to understand the rules. In Australia, each state and territory has its own Legal Services Commission, and all legal advertising must comply with:
- Australian Solicitors’ Conduct Rules
- Legal Profession Uniform Law (where applicable)
- Australian Consumer Law
- State-based guidelines (e.g. Queensland Legal Services Commission rules)
In short: no false, misleading or deceptive claims. No guarantees of outcomes. No statements that pressure potential clients or exploit their vulnerabilities.
That doesn’t mean you can’t market your firm—it just means you need to focus on education, value, and professionalism.
1. Build Trust with Strategic Content Marketing
Content marketing is one of the most effective and ethical ways to promote your legal practice. It’s all about offering helpful, relevant content that answers real questions your potential clients have—without promising specific results.
Tips:
- Write blog articles that explain legal processes in plain English (e.g. “What to Expect in a Family Law Mediation” or “Your Rights After a Workplace Injury”).
- Share practical checklists or FAQs that people can use to prepare for legal action.
- Create explainer videos on legal topics or short podcasts breaking down common issues.
Not only does this establish your authority—it also builds trust before a client even walks through your door.
2. Use PPC Strategy Without the Hype
A good PPC strategy (pay-per-click advertising) can deliver excellent leads, especially in competitive sectors like family law, conveyancing, or wills and estates. But for lawyers, ad copy must be crafted with care.
What to avoid:
- Superlatives like “best” or “leading” (unless you have proof, such as rankings or awards)
- Language that implies guaranteed results
- Emotional pressure like “Don’t wait—protect your family now!”
What to use instead:
- Clear service-based language (e.g. “Fixed Fee Divorce Lawyers in Brisbane”)
- Location-based keywords
- CTAs like “Book a Consultation” or “Enquire Online Today”
Google Ads also allows for ad extensions like callouts, site links, and location info—use these to your advantage.
3. Manage Reviews Without Soliciting Testimonials
In many Australian states, lawyers must not use testimonials that refer to the outcome of a matter. However, online reviews are still a powerful form of social proof.
Ethical review management tips:
- Encourage happy clients to leave a general review (without prompting them to mention results).
- Monitor your Google Business Profile, respond professionally to reviews, and flag any that breach platform guidelines.
- Use review snippets carefully—only in formats that comply with local legal advertising rules.
Tools like Podium or Birdeye can help automate review management while maintaining compliance.
4. Optimise Your Website for Local Search
Even the most effective digital marketing solutions are only as good as your website. Your site should be:
- Optimised for local SEO to pull in more clients in your area
- Fast and mobile-friendly, optimised for voice search
- Clear on who you are, what you do, and where you’re located
- Easy to navigate with calls to action like “Book a Consultation” or “Speak to a Lawyer Today”
Make sure your metadata, page titles, and content include relevant local terms (e.g. “Conveyancer St Kilda”) and that your Google Business Profile is complete and up to date.
5. Be Present, Not Pushy, on Social Media
Social media isn’t off-limits for lawyers—but tone matters. Rather than sales pitches, use platforms like LinkedIn or Facebook to:
- Share your latest blog posts or legal updates
- Comment on relevant industry news
- Showcase your firm’s community involvement or pro bono work
Avoid sharing case studies with identifiable details or posting anything that could breach confidentiality.
Ethical Marketing Is Smart Marketing
Following the rules doesn’t limit your growth—it protects your reputation and builds long-term trust. By combining smart digital marketing solutions with a compliant PPC strategy and strategic content marketing, your legal practice can stand out for all the right reasons. Need help navigating the grey areas of legal marketing? Chat to a team that understands how to promote professional services without crossing the line.