Top 2025 digital marketing strategies for law firms

As we enter the new year, the landscape of legal marketing is evolving at lightning speed. To stay ahead, law firms should combine tried-and-tested methods with cutting-edge tools. Sarah Mirando, Top Class Action’s Director of Digital Strategy, recently shared strategies your firm can use to thrive in 2025.  

Explore AI-powered marketing

With the impressive advancements in AI, many organizations are using AI to produce content like blog posts, web pages and videos. As you start working with AI, keep in mind that AI-generated content may not be perfect. You should always review the work before publishing it to ensure it is accurate and follows ABA regulations. 

AI can also be utilized on your law firm’s website for chatbots and virtual assistance. While this may not seem like marketing at first, it is another way to engage with and convert potential clients into leads.  

Focus on first-party data 

As the industry moves toward AI, it is also moving away from using third-party website cookies for targeted advertising. In 2025, law firms should focus on capturing first-party data directly from their clients through their website’s lead capture forms, analytics data and customer feedback/surveys. 

This first-party data can be used to create hyper-personalized digital marketing campaigns. For example, if an individual submits a lead through your website to participate in a data breach class action lawsuit, your firm can retarget that individual and individuals like them about future cases they may qualify for through email marketing, social media marketing and PPC.

Optimize your site for search engines 

While it is not a new strategy, optimizing your website is still one of the best ways to market your services. There are a lot of things you can do to improve your Google ranking. This includes:  

• Ensure your Google Business Profile is accurate
• Respond to reviews
• Utilize local service ads
• Optimize on-site content for keywords
• Make sure you are meeting Google EEAT standards (Experience, Expertise, Authoritativeness, Trustworthiness)

Partner with an industry-leading marketing team

In addition to improving your in-house marketing strategies, work with a skilled marketing partner to amplify your reach. Top Class Actions has over 15 years of experience in class action, mass tort, mass arbitration and single-event marketing. Our month-to-month campaigns will put your case in front of millions of actively engaged consumers a month.

To learn more about partnering with Top Class Actions, schedule an appointment today.