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Marketing Strategies for Legal Sectors in Ireland: Increasing Client Reach

by | Last updated: Jan 6, 2024

Marketing Strategies for Legal Firms: Increase Your Client Reach

In Irish Legal firms or solicitors’ services, a well-planned and executed digital marketing strategy is essential to your success. This guide is tailored just for solicitors and legal sectors in Ireland.
The plan is to highlight why digital marketing strategies are imperative and how to craft an effective digital marketing plan for your own firm that also aligns with the unique requirements of this particular legal services sector.

Marketing Strategies for Legal Sectors Ireland Text in Circling Arrow with White Bar Graph

The Significance of Digital Marketing in Solicitors and Legal Firms: Cork, Dublin & across Ireland

Digital marketing is critical for people in the legal sector in Ireland in 2024, with more people using digital channels to seek legal guidance. Understanding the importance of digital marketing is a big step toward building successful legal or solicitors’ services firms.

Reaching Your Particular Target Audience Effectively

An effectively executed digital marketing strategy enables legal companies in Dublin or legal firms in Cork to reach their own target audience. Nowadays, people spend crazy amounts of time online, thereby presenting an excellent opportunity for legal or solicitors’ services -related businesses to connect with potential clients, wherever they hang out online.

Enhancing Visibility and Brand Awareness

Strategic digital marketing enhances visibility and brand awareness for you as a solicitor, lawyer, or legal-related business. A great online presence makes it easier for potential prospects or clients to discover your solicitor, lawyer, or legal-related businesses when they want help or assistance with any legal concerns.
What is the Definition of Brand? It is really your point of differentiation, what makes you stand out. A definition I like is that it is what people say about you or your firm when you are not in the room.

Facilitating Engagement and Interaction

Digital marketing, done well, empowers legal or solicitors’ services related businesses to engage with their audience in real-time, fostering stronger relationships and hopefully enhancing client satisfaction levels. This client-centric strategy fosters a feeling of community around your company, resulting in increased consumer loyalty and advocacy. At each point of their journey, give them what they want to achieve.

Digital Marketing Strategies for Solicitors & Legal Sectors in Ireland: Where to Start

Understanding Your Audience 

The first step is to thoroughly comprehend your target audience. This involves defining your audience, identifying their concerns or legal needs and preferences, and understanding their online behaviors. You have a good idea of what they need may it be 

Defining Clear Goals Set precise, measurable goals

Whether it’s increasing brand awareness, attracting more website traffic, or boosting client engagement, having well-defined objectives is crucial. How many email enquiries do you want a month? How many telephone enquiries? How many for conveyancing services like wills, probate, property buy & sell, etc.? How many for family legal concerns such as divorce and separation or specific estate planning services, litigation, personal injury, commercial law and succession? Etc, etc.

Choosing the Right Digital Marketing Channels 

Various digital marketing channels are available, such as social media with Facebook and TikTok or Instagram, SEO Search Engine Optimisation, email marketing, and content marketing. Opt for the ones that best align with your audience’s online behaviour and your own business goals.

Creating a Content Strategy In digital marketing, content is king

Create high-quality, relevant material that engages your audience, answers their questions, and, of course, promotes your own legal brand. Continuous Monitoring and Adaptation Evaluate your digital marketing performance on a regular basis and make any required modifications.

Continuous Monitoring and Adaptation 

Evaluate your digital marketing performance on a regular basis and make any required changes. This practice keeps your strategy effective and aligned with your business objectives. Check the numbers monthly if not weekly.

Exploring Digital Marketing Strategies for Solicitors and Legal Sector Firms 

High-Quality Blog Posts:

Craft informative and well-researched blog posts addressing common legal concerns specific to Irish regions. Answer questions that local clients might have, and provide insights into the unique aspects of conveyancing, family law, commercial law, and other legal issues in Cork, Dublin, Donegal, Galway, and other counties. Cover local news and regulations affecting the Legal industry.

Educational Videos:

Produce videos explaining legal processes, regulations, or innovative building techniques tailored to the Irish context. Discuss local projects, showcase completed works, and offer advice on navigating the legal landscape in Cork, Dublin, Donegal, Galway, and other counties. Make the content engaging and relevant to the local audience.

Informative Infographics:

Create visually appealing infographics summarising legal regulations in different Irish counties. Highlight key points about sustainable legal practices, updates, or compliance requirements. Use graphics to make the information easily understandable for the audience.


Develop comprehensive yet straightforward ebooks on legal topics relevant to Irish businesses. Consider creating guides on navigating local legal laws, or insights into local and national regulations. Make the ebooks practical and applicable to the specific challenges and opportunities in Cork, Dublin, Donegal, Galway, and other Irish counties.

You can generate content that connects with your local audience and proves your competence in the regional legal sector by adapting these content marketing methods to the unique demands and interests of your target clientele.

SEO for Solicitors, Legal Sectors and Lawyers in Ireland

Optimise Website Content

Check that the content on your website is search engine optimised so that it ranks better in search results for your desired keywords or phrases. 

Keyword Research

Conduct keyword research to uncover relevant terms that potential clients may use in their internet searches. This is so critical to do at an early stage.

Local SEO

Optimise for local search terms, such as “legal firms Dublin,” or “Solicitors Galway” to attract local clients.

Legal companies, Solicitors, or Lawyers should embrace Google Business Profile and Google Maps as essential tools to enhance their online visibility, build trust, engage with clients, and gain a competitive edge in their local market. It’s not only free but also essential in this digital age.

Social Media Marketing for Irish Solicitors & Legal Sectors

Engaging Social Posts: 

Share engaging legal tips, news, and updates on your social media platforms. Let people know if you are a member of any recognised body such as the Law Society of Ireland, National Solicitors Alliance, Association of Personal Injury Lawyers, etc, etc.

Client Testimonials:

To develop trust, showcase client success stories and testimonials.

Put your Google reviews where they can be seen. This is social proof. And hopefully local social proof too.

Live Q&A Sessions: 

To address client questions and create rapport, host live question and answer sessions.       

 Demonstrate your authority. Meet people online from the convenience of your own office.

Social Media Marketing for Legal Sectors Ireland texts with hand posting on phone and laptop gaining likes and comments.

Email Marketing for Solicitors, Lawyers & Legal Sectors in Ireland

Personalised Legal Insights: 

Send personalised legal insights to your clients. Budget changes that affect legal materials and other fees, etc.

Monthly Newsletters: 

Distribute newsletters with legal news, updates, and tips.

Event Invitations: 

Send invitations to legal webinars or seminars you host. Or other related events that might be of interest to your target audience.

Enhance your digital presence through strategic approaches


Start a podcast series discussing legal updates in Ireland. Invite fellow certified solicitors, lawyers, and legal firms for engaging conversations. You do not have to be high-level with the tech. And you just need to ask a few pertinent questions, then let the guest talk. 

Pay-Per-Click Advertising: 

Spend money on Google Ads to appear at the top of relevant search results. Adjust your targeting based on locations and demographics. Maintain a restricted budget and concentrate on the correct demographics and geolocations. Decide on your own with regards to how to spend more to get more on your ads.

Engage on LinkedIn: 

Create thought leadership posts. Connect with fellow law firms or solicitors and participate in the legal industry discussions. Connect with potential clients, without coming across all smarmy with too many follow-up emails. Just say hello and make the connection.

Email Marketing Solicitors & Legal Firms

Build and maintain lasting relationships with email marketing:

Newsletter Subscriptions

Encourage website visitors to subscribe to your newsletters. Regularly send insightful content, updates, and event invitations.

Personalised Recommendations

Use segmentation to send personalised legal updates. Highlight services tailored to different client needs.

The Role of Lawyers and Legal Firms 

Lawyers and Legal firms play a pivotal role in the industry. Here’s how to market effectively:

Highlight Expertise and Quality Service:

Emphasise your team’s expertise and commitment to delivering high-quality legal services. Clients value transparency and reliability. They seek professionals they can trust for their legal concerns.

Local Networking:

Participate in local business and networking events within the legal industry. Forge connections with local legal businesses and establish reciprocal referral networks. Collaborate with professionals to provide comprehensive solutions to clients.

Niche Specialisation:

Focus on a specific niche within the legal sector, such as “Sustainable Legal Solutions” or “Conveyancing  Experts” Establish yourselves as specialists in a particular area to attract clients looking for tailored expertise.

Content Marketing Strategies for Legal Firms, Lawyers and Solicitors

Quality content is a powerful tool for showcasing your capabilities. Consider the following content strategies:

Educational Guides:

Develop guides on “Conveyancing Navigation in Ireland” or “Family Law Insights in Ireland.” These guides position your team as experts and provide valuable insights to potential clients.

Project Showcase:

Showcase your completed projects with detailed case studies. Highlight the challenges faced, innovative solutions provided, and the successful outcomes. Visual content, such as before-and-after photos, adds significant impact.

Interactive Tools:

Create interactive tools on your website, such as project cost calculators. Offer resources that engage potential clients and provide them with useful information.

Educational Blog Series:

Publish a series of blogs on legal updates, starting with the basics and progressing to advanced topics. Educate your audience on the latest legal updates, sustainable legal practices, and cost-effective building solutions.

What should the annual Marketing budget be for a Legal service firm?

This is a question that creates some debate. Your marketing department, agency or person will be saying between 5% and 10%. The Financial Controller or Board of Directors will probably be saying less than 5%. They regularly work on the basis of ‘Build it, and they will come’. Do good work and customers will flock to you.

As a rule of thumb, I would see 5% as being the average, IF you have someone competent inhouse to manage the Marketing for you. That means if you employ 20 people, that one person is a full time marketer. If you do not have a competent marketer on the team, you may have to outsource the work. This is where you will be looking at closer to 10%.

For example a Legal firm that employs 20 people would expect to employ one marketer at a salary in Ireland of about €50,000. Add to that any subscriptions to marketing tools such as Linkedin. Or any budget required for PPC paid media, such as Linkedin, Google or Facebook, maybe even PR services etc. Given that the gross profit is 50% and the average turnover is €1,000,000 then that 5% works perfectly at €50,000.

A Legal firm with a turnover of €20 million employing 200 people with a gross profit of 20% or €4,000,000.00 and a wage bill of €2,000,000.00, could still survive with one full-time Marketer on €50,000.00 which is just a tiny fraction of overall turnover and 1.5% of gross profit. Getting 20% in Legal can be tough, but having a competent marketer can help ensure that you get the right contracts, that can give you the 20%.

A smaller Legal Firm on let us say a turnover of €2 million employing 20 people with a gross profit of 20% or €400k and a wage bill of €200k, may see that having one full-time Marketer on €50,000.00 is too much even at 2.5% of turnover and 12.5% of gross profit. Again, getting 20% in legal can be tough, but having a competent marketer or fractional marketer can help ensure that you get the right contracts. Rather than trying to manage a Marketer on the team the Builder might be best advised to outsource the work and cap the budget at somewhere between €2ok and €40k.

A Legal ‘services firm’ that has a much lower turnover pro rata the Solicitor or Legal firm, but a higher gross profit, could decide that having an inhouse marketer is the best option. However do factor in the time you have to spend recruiting, managing and replacing this position. That is a high ongoing cost in your time that needs to be factored in.

Something to consider. If you are not investing that 5% a year then you are probably not getting the best clients for your firm. So you could benefit greatly from a new approach to marketing in general.

Your Solicitors, Lawyers & Legal Services in Ireland’s Business Future: Stay Ahead with MEANit Web Design & SEO Agency Ireland

Adapting to Industry Shifts:

As Ireland’s legal landscape evolves, staying informed about regulatory changes, new architectural trends, and sustainable building practices is crucial. MEANit Web Design & SEO Agency Ireland helps you stay ahead by keeping your web presence and digital marketing strategies up to date.

Blend of Digital and Content Marketing:

The significance of integrating digital and content marketing has been highlighted in our blog.

If you’re a legal firm, we tailor strategies to highlight your expertise and attract your target audience.

Providing Value and Expertise:

Our approach focuses on providing value and showcasing your expertise in legal services. Through our strategies, you can effectively connect with your target audience in a meaningful way. This gets you the leads you want and engages your ideal potential clients.

In the competitive sector of legal services in Ireland, a well-executed digital marketing strategy is key to expanding your reach. Let MEANit Web Design & SEO Agency guide you in understanding your audience, setting clear goals, selecting the right digital marketing channels, and crafting a content strategy. Together, we’ll ensure you’re on the path to growth and enhanced brand recognition. Contact us today for personalised support in navigating the ever-changing world of digital marketing. Basically, pick up the phone and lets see if we are a good fit for each other.

Marketing Strategies for Solicitors Ireland text beside Legal Gavel and Scale

Are you ready to elevate your Solicitor’s or Legal business to new heights? Get more calls, and book more consultations. At MEANit Web Design & SEO Agency, we specialise in crafting bespoke website designs & solutions for Irish Solicitors & Legal firms that resonate with their Irish audience.  Our services, including web design, website support, and SEO, are designed to make your online presence stand out in a crowded market. Basically, make your phone ring. Whether you’re looking to revamp your website’s design, ensure it runs seamlessly with our reliable website support, or supercharge your visibility with SEO, we’ve got you covered. Trust in a team that understands the unique dynamics of the Irish financial services landscape. If, you are growth-focused, let’s discuss the possibility of working together to create a web presence that not only reflects your expertise but also drives your business forward. See our Website Design Projects for Legal Firms. Reach out today, and let’s discuss how our web design and SEO services can enhance your marketing strategies for your success.


Editorial Process for Blog content at MEANit
1. A senior researcher identifies a topic of interest to our clients, one that would add value for them.
2. Our Copywriters create a first draft for review by the Marketing Team, who will identify logical internal and external links. We do not ask for or pay for backlinks.
3. A senior editor proofreads and reviews the article.
4. Finally our relevant inhouse SMEs subject matter experts will review the article content and double check for factual accuracy.
5. All Blog posts are revisited regularly, so that we update them and ensure they factually correct, including any links.
6. Blog posts are shared through Google Business Profile, Linkedin and Facebook. And we use them in outreach through regular email marketing.

About The Author

Do you want more traffic?

Hi, at MEANit we help 34 ‘Professional Services Firms‘ to be effective online annually. Will your business be one of the 34 in 2024?


Written by Michael MacGinty

Michael is a well known speaker, author and coach on SEO and how to use the web to grow a business. He is also WP Elevation certified as a Digital Business Consultant.
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